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BE SEEN, BE FOUND, BE ENGAGING:
How socialized content and conversation can
  help you be heard when it matters most

                    ERIC WEAVER
         VP Digital Strategy • Ant’s Eye View
         #MRUshift • Calgary • 23 Jun 2011
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DDB CANADA
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WHAT.
THE.
HELL.
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RIOTER? OR DEFENDER?
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WHO’S THE MARTYR? THE REFUGEE?
SO WHY ARE WE HERE TODAY?




We need to build awareness.

We need to convert the curious.

We need to increase revenue.
BUT WE’RE FACING MANY HURDLES


No one has the time.

Everyone is distracted.

Trust is harder to come by.

Expectations can often be ridiculous.

One blogger can outshout our entire
budget.
“MAYBE SOCIAL MEDIA WILL
BE THE MAGIC BULLET.”

FAN PAGE… ! (
TWITTER FEED… !
YOUTUBE CHANNEL… !



…NOW WHAT?
               (#crickets)
“AM I DOING THIS RIGHT?”

“CAN WE GET MORE FANS?”

“MORE DIALOGUE?”

“HOW DO I GET MORE ATTENTION?!?”
LET’S TAKE A FRESH LOOK AT
THE PRACTICE OF MARKETING
& PUBLIC COMMUNICATION
MODERN
MARKETING
WAS BORN IN
THE MID 20TH
CENTURY
THE “OUTBOUND VOICE”


                       150 YEARS OF INERTIA

                       $1,000,000,000,000 MACHINE

                       EVERY NICHE HAS EVOLVED
                       INTO AN INDUSTRY

                       TELL YOUR STORY - EXPLAIN
                       AND COMMUNICATE YOUR
                       VALUE TO YOUR MARKET

                       HAS IT WORKED?
MCDONALD’S:
I’M ________ ______
Be Seen, Be Found, Be Engaging (Calgary Edition)
MAXWELL HOUSE COFFEE:
GOOD TO THE ________ ________
MONOLITHIC MESSAGES
WORKED WHEN WE HAD:

•! Limited product choice

•! Limited media channels

•! Longer brand
   interactions
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WHY TRADITIONAL APPROACHES ARE FALTERING


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                                                                                H
                                                                            BLIS
                                                                          O PU
                                                                      TY T
                                                                     BILI
                                                                 ER A
                                                                SUM
                                                               CON
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CORPORATE REPUTATION IMPACTORS



                          US 2006(                                                              US 2010(

  Quality products & services!                                 53%!   Transparent & honest practices!                    83%!
                               !                                                                     !
 Attentive to customer needs!                            47%!                   Company I can trust!                     83%!
                               !                                                                     !
Strong financial performance!                            42%!          High-quality products/services!                    79%!
                               !                                                                     !
                   Fair pricing!                   38%!                    Communicates frequently!                  75%!
                               !                                                                     !
         A well-known brand!                      37%!                        Treats employees well!               72%!
                               !                                                                     !
    Good employee relations!                     35%!                         Good corporate citizen!             64%!
                               !                                                                     !
          Socially responsible!                  33%!                                    Prices fairly!       58%!
                               !                                                                     !
                   Visible CEO!           23%!                                             Innovator!      48%!
                               !                                                                     !
  Dialogue with stakeholders!             23%!                                        Top leadership!      47%!
                               !                                                                     !
         Employee/CEO blogs!       12%!                                             Financial returns!     45%!

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EDELMAN TRUST BAROMETER, 2010
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      MARKETING STILL FOCUSING ON
       INTRUSION & INTERRUPTION
SOCIAL CHANNELS ENABLE US TO ENGAGE IN WAYS
THAT BUILD TRUST — AND TO BE AT THE END OF A
SEARCH, RATHER THAN AN INTRUSION ON THE WAY TO A
DESTINATION.




                                IV#$e&F$"fgha")"<gh"S%&D""e)&RM$%(
WHEN WE HAVE
CHOICE, INTRUSIONS
OR FORCED LACK OF
CHOICES CREATES
ANNOYANCE, EVEN
ANGER
WHEN WE’RE
ANNOYED, WE SENSE
CORPORATE SELF-
INTEREST AND START
DISTRUSTING
MARKETING EFFORTS
AND WHEN WE
DISTRUST, WE DON’T
BUY.
(HINT:
DECREASED REVENUE)
55
NUMBER OF
MINUTES THE
AVERAGE USER
SPENDS EACH
DAY ON
FACEBOOK


SOURCE: FACEBOOK

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50%
                                                  PEOPLE WHO
                                                  ARE MORE
                                                  LIKELY TO
                                                  BUY IF
                                                  ENGAGED VIA
                                                  SOCIAL SITES
                                                  CHADWICK MARTIN
                                                  BAILEY, FEB 2010




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66%
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                                              I0>1.X>+169(T0>)>769(6?8F(

PERCENTAGE
OF BRAND
TOUCHPOINTS
ARE NOW
GENERATED BY
CONSUMERS
SOURCE: MCKINSEY QUARTERLY, JULY 2009
CLICKTHROUGH RATE FOR AVERAGE BANNER AD


0.19%
                                FORRESTER, 2008


                         AFFINITY
                       OUTPERFORMS
                     INTRUSION BY 38X
CLICKTHROUGH FOR AVG FACEBOOK WALL POST


6.49%
                             VITRUE, AUGUST 2009
1 in 2 leads to B2B
websites are coming
from…
Leads from LinkedIn Groups most likely to
convert.
Visitors from LinkedIn Groups most likely to
attend webinars.

 V%RCI"&f#i(<)NCT("I(jkl(DjD($"fhRM#%<(m(I%D(jnZZ(
DESPITE FIVE YEARS OF PROMISE,
    MANY ARE STILL SKEPTICAL ABOUT
           SOCIAL BUSINESS
ha")"'(IV#$e&F$"fgha")"<gTNK%M&"(    ]j(
THE DISCONNECT FOR BOOMERS
Be proper. Formal looks better. Never block any opportunity.
Oversharing is “weak” & “prideful.” Guarded is safe. Your suit &
tie means you are successful and trustworthy.


THE REALITY FOR MILLENNIALS
Grew up with Google, so sharing means being found. Formalities
                                                   .
are boring. Would rather do business with the likeminded. A suit
& tie means you are out of touch or untrustworthy.




2010-11
WHEN MILLENIALS WILL SURPASS BOOMERS IN THE WORKFORCE
ha")"'(IV#$e&F$"fgha")"<geR)#MRVTMM(
SO HOW CAN I REACH
               MORE PEOPLE?


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BOOMERS’ PERSPECTIVE:
  “BE SEEN, BE HEARD”

MILLENNIALS’ PERSPECTIVE:
   “BE SEEN, BE FOUND”
1. CREATE CONTENT THAT IS FOUND AND BUILDS TRUST


Proof points            External voices, expert
                        interviews (video, text)

Testimonials            Yelp reviews, visitor rankings,
                        featured quotes

Inside looks            Webcams, factory tours, blog
                        posts
Employee perspectives   Employee video vignettes,
                        personal biographies

Mgmt relations pieces   CEO podcast, product mgr
                        blog, day-in-the-life
2. MAKE THAT CONTENT EASY TO FIND




         Tag it to            Transcribe
        not annoy             rich media



        Leverage               Enable &
         existing             encourage
      communities            conversation
3. MAKE THAT CONTENT EASILY SHARED


•! Enable sharing technologies like
   AddThis, Facebook Connect,
   Google Connect
    •! Users are 4x more likely to join
       a community if done through
       Facebook Connect
•! Encourage sharing via
   “human engineering”
4. ENABLE ENGAGEMENT




                          Invest in
         Enable
                        moderation &
       comments
                         coaching


         Engage         Make fanning,
     fearlessly, with   faving, liking
       guardrails         very easy
GOOGLE <3s ENGAGEMENT



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SHORT-FORM CONTENT
                                       SHARING (NOT JUST
                                       BROADCASTING) ON
                                       TWITTER
DECIDE ON                              LONG-FORM CONTENT
                                       (INTELLECTUAL CAPITAL =
THE BEST                               “SEARCH FODDER”) VIA
CONTENT                                BLOGS
                                       COMMUNITY BUILDING,
FORMS                                  ENGAGEMENT AND
                                       INFLUENCE (NOT “LIKES”)
                                       VIA FACEBOOK
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                    R@@(+70>?(8055>,3?=(+,:(@0=+@?=O(I+86700-F(
PODCASTS THROUGH
                                      BLOGTALKRADIO.COM
                                      WHITE PAPERS AND THOUGHT
USE                                   LEADERSHIP ON SCRIBD,
                                      KNOL.GOOGLE.COM, AND
SEARCH-                               SLIDESHARE.NET
FRIENDLY                              CREATE VIDEO SLIDESHOWS
VENUES TO                             ON ANIMOTO.COM

BE FOUND                              ANSWER IMPORTANT
                                      BUSINESS QUESTIONS ON
                                      LINKEDIN Q&A

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)*6=(^>.?(?+-6(+(73?(0/(816+J23?=F(N.6(?*65(?0(7>3@:(E100/(E03,?.(+70>?(=0>9(=0>1(
                           ?*3,-3,4(+,:(=0>1(6,?61E13.6F(
BLOGTALKRADIO
                Build trust and
                show your stuff
                with a phone-in
                podcast. Use the
                player to embed
                the show into
                your website or
                blog.
GOOGLE KNOL




Google’s Knol is a repository for knowledge.
What golden truths and painful learnings
have you acquired in your career? Build trust
and have your knowledge be found.
Scribd is a social community around
         whitepapers and documents. Share
         long-form thinking there.




SCRIBD
The #1 search location for
presentations. Combine an
                                SLIDESHARE
audio track to create a great
case for your business.
ANIMOTO
Take still imagery and add a music track on Animoto,
and voila, you get a video that 8 years ago would have
cost you $80,000. Someone once compared Animoto to
a box in which you put in chrome & glass, shake, and
out comes a Ferrari. Include graphic slides that have
text, or edit a voiceover into your music track, and the
site will create a downloadable HD video.
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+@@0B.(=0>(?0(,0?(0,@=(.*0B(0Q(=0>1(
6GE61J.69(7>?(?0(76(.66,(+.(+(.5+1?(
              E61.0,F((
                                       LINKEDIN Q&A
NOW LET’S GO BEYOND BEING
FOUND – TO BEING ENGAGING
THINK BEYOND PUBLISHING




                                                            Marketers often stop at the Publishing
                                                             step, and frequently leave out Study
                                                              and even Listen. How much more
                                                            could we accomplish if aimed beyond?!




          STUDY          LISTEN            PUBLISH         ENGAGE          INFLUENCE              ACTIVATE



     STEP 1:!        STEP 2:!               STEP 3:!        STEP 4: We don"t        STEP 5: Even       STEP 6: Our
    Study the       Listen for           NOW you can       just want eyeballs      better if we can   ultimate goal
  competition,      what your             publish the      and reach. Content      inspire faving,    is activation:
   the tools &     market wants          right content,         should be          sharing, liking,     advocacy,
   the trends.!      to hear. !               cost-             engaging,              fanning,           loyalty,
                                           effectively.!       interactive.!         forwarding.!      preference.!




                         Activation is a greater CREATIVE CHALLENGE
                                          It’s also a greater REVENUE OPPORTUNITY
$0,86E?(7=(CCDH.(&07(M6B6@@(`v@@6B6,b(
Engagement
Problem: how to get more
CANADIAN       Americans to consider a
               Canadian vacation during a
TOURISM:       recession?
GETTING        How to amplify authentic
AMERICANS TO   Canadian travel experiences?

ENGAGE         How to make that content
               engaging?
CHOICE IMPACTED BY ENGAGEMENT
$15K ON DIRECT MAIL
= 200 NEW CUSTOMERS

$7,500 ON OUTDOOR
= 300 NEW CUSTOMERS

$0 ON TWITTER
= 1800 NEW CUSTOMERS

BUSINESS GROWTH:
$4MM -> $50MM IN 3 YRS




                         57
Influence
FIFTH HIGHEST SALES DAY EVER FOR
         VIRGIN AMERICA THROUGH
             “PROMOTED TWEETS”     [l(
INFLUENCE



•! In 2009, changes in Canadian border policies
   regarding Mexican visitors created a stir amongst
   Mexican bloggers, and generated negative online
   mentions and sentiment toward Canada.
•! The Radar DDB Team showed up at Vancouver
   airport to provide Mexican visitors with a very
   enthusiastic and warm Canadian welcome.
•! The entire stunt was shot and uploaded to YouTube,
   where it created a positive effect on related
   conversation.
Activation
TO ACHIEVE ACTIVATION, NO MATTER WHAT THE MEDIA,!


THERE HAS TO BE
A IDEA THAT
MOVES YOU.
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DECISION-MAKING IS 95%
EMOTIONAL, 5% RATIONAL.



flickr.com/photos/"
myklroventine"
WHERE WILL YOU FIND MORE EMOTION?



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DDB Canada was hired by Knorr, a packaged food offering,
to promote a new low-sodium product called Sidekicks. The
  challenge: how to move consumers to choose a rational-
          benefit product – when it"s a side dish?!




CREATE AN IDEA
TO EMOTIONALLY
MOVE PEOPLE …
OVER RICE?
ENTER
SALTY: A
CREATIVE
HOOK WITH
STRONG
EMOTIONAL
& SOCIAL
APPEAL
DDB STARTED THE CONVERSATION WITH TRADITIONAL BROADCAST
Be Seen, Be Found, Be Engaging (Calgary Edition)
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                      <+@?=H.(I+86700-(8*+,,6@F(
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          T0>)>76(23:60.(y.056(B3?*(?*0>.+,:.(0/(236B.F(
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                                     (
    7(),4&$+;0$)$+-*$.%5-,*-%-+*%-+(4).%-%!"#$%&#'#(#"1()*3,-(+70>?(?*+?F(
FIRST THIRTY DAYS:
            6000 FACEBOOK FANS
            375,000 VIDEO IMPRESSIONS IN
SO DID IT   FIRST 30 DAYS; TOTAL MEDIA
            COST: $0
WORK?
            20,000 SALTY & PEP SHAKERS
            SOLD OUT IN FIRST 25 DAYS
DDB’S       HIGHEST WEBSITE TRAFFIC EVER
RESULTS
            UNIT SALES ROSE BY 24% OVER
FOR KNORR   PREVIOUS YEAR
            SIDEKICKS SURPASSED UNCLE
            BEN’S AS #1 BRAND IN THE
            CATEGORY
WHAT RESULTS WOULD KNORR
HAVE SEEN IF THEY’D ONLY
PLANNED SOME SOCIAL MEDIA
TACTICS?

OR JUST A COMMERCIAL?
AND WHAT IF
THERE WAS NO
EMOTIONAL
HOOK?
YOU DON’T NEED A SOCIAL
MEDIA STRATEGY.

YOU NEED
AN ENGAGEMENT STRATEGY.
AN INFLUENCE STRATEGY.
OR AN ACTIVATION STRATEGY.

WHATEVER THE MEDIA.
AN EMOTIONALLY APPEALING
            IDEA
              +
A MEDIA-AGNOSTIC APPROACH
              =
ENGAGEMENT, INFLUENCE AND
ACTIVATION ACROSS ALL MEDIA
A FEW FINAL THOUGHTS

•! Don’t try to do everything — do a few things, very
   well, based on an engagement strategy.
•! Quality of content and conversation will drive quantity
   of fans. Focus on quality. It’s not a damned basketball
   game – that’s “reach” thinking.
•! Boomers (often management) need to understand
   that affinity and authenticity have surpassed
   propriety. And that’s not necessarily a bad thing.
•! Do not be the interruption on the way to many
   customer’s destinations. Be the destination, for those
   who value your offering.
THANK YOU,
MOUNT ROYAL!
ERIC WEAVER
Twitter: @weave

Ant’s Eye View creates engagement,
influence and activation strategies
for some of the largest companies in
North America. Read more about
how we do it at antseyeview.com.

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Be Seen, Be Found, Be Engaging (Calgary Edition)

  • 1. BE SEEN, BE FOUND, BE ENGAGING: How socialized content and conversation can help you be heard when it matters most ERIC WEAVER VP Digital Strategy • Ant’s Eye View #MRUshift • Calgary • 23 Jun 2011
  • 2. !"#$%"!%&'()*+,-.(/01(*+23,4(56(7+8-9($+,+:+;(<056(0/(=0>(5+=(,0?( 16+@3A6(?*+?(#(>.6:(?0(B01-(3,(!+,80>261(/01(CCD($+,+:+9(E1023:3,4(.083+@(+,:( :343?+@(80>,.6@(?0(8@36,?.(@3-6(?*6.6F(<6261+@(0/(?*6(6G+5E@6.(#H5(403,4(?0( .*0B(=0>(?0:+=(+16(6G+5E@6.(0/($+,+:3+,(.083+@(56:3+(.>886..(/105(CCDF( DDB CANADA
  • 4. !"#$%"!%&'(#/(?*3.(3.(=0>1(71+3,L( !"#$%&'( )#$%*$+,-&"./(
  • 6. RIOTER? OR DEFENDER? !"#$%"!%&'(">?1+46:(83JA6,.(+16(80@@68J,4(E*0?0.(/105(E60E@6(+?(?*6(130?( +,:(E0.J,4(?*65(?0(.083+@(8*+,,6@.F(D>?(?*616H.(+(:+,461F(I01(6G+5E@6'(?*3.( 4>=F(#.(*6(+(130?61(01(+(:6/6,:61O(",6(E61.0,(.+3:(?*6=(.+B(*35(?+-6(?*6( .J8-(+B+=(/105(+(130?61(+,:(B+.(.816+53,4(+?(?*65(?0(7+8-(0QF(R,0?*61( E61.0,(.+3:(?*6=(.+B(*35(40(:0B,(?*6(.?166?(+,:(.5+.*(5016(B3,:0B.F(( ( <0(B*38*(3.(*6O(C0(B6(-,0BO(S3@@(*6(76(23@3P6:(164+1:@6..O(T%<F(
  • 7. !"#$%"!%&'(M6:+(R4*+U<0@?+,39(V9(B+.(?*6(B05+,(-3@@6:(3,(?*6(#1+,3+,( E10?6.?.F(M6:+(<0@?+,9(&9(*+:(*61(E38?>16(41+776:(0Q(+(.083+@(.3?6(+,:( 768+56(?*6(/+86(0/(?*6(5+1?=1F(<*6(*+:(?0(40(3,?0(*3:3,4(768+>.6(0/(?*3.( B6@@U3,?6,J0,6:(53.?+-6F(W()*6.6(6G+5E@6.(3@@>.?1+?6(?*6(E0B61(0/(.083+@(?0( .E16+:(?1>?*.9(*+@/U?1>?*.9(01(@36.9(6X>+@@=(E0B61/>@@=F( WHO’S THE MARTYR? THE REFUGEE?
  • 8. SO WHY ARE WE HERE TODAY? We need to build awareness. We need to convert the curious. We need to increase revenue.
  • 9. BUT WE’RE FACING MANY HURDLES No one has the time. Everyone is distracted. Trust is harder to come by. Expectations can often be ridiculous. One blogger can outshout our entire budget.
  • 10. “MAYBE SOCIAL MEDIA WILL BE THE MAGIC BULLET.” FAN PAGE… ! ( TWITTER FEED… ! YOUTUBE CHANNEL… ! …NOW WHAT? (#crickets)
  • 11. “AM I DOING THIS RIGHT?” “CAN WE GET MORE FANS?” “MORE DIALOGUE?” “HOW DO I GET MORE ATTENTION?!?”
  • 12. LET’S TAKE A FRESH LOOK AT THE PRACTICE OF MARKETING & PUBLIC COMMUNICATION
  • 14. THE “OUTBOUND VOICE” 150 YEARS OF INERTIA $1,000,000,000,000 MACHINE EVERY NICHE HAS EVOLVED INTO AN INDUSTRY TELL YOUR STORY - EXPLAIN AND COMMUNICATE YOUR VALUE TO YOUR MARKET HAS IT WORKED?
  • 17. MAXWELL HOUSE COFFEE: GOOD TO THE ________ ________
  • 18. MONOLITHIC MESSAGES WORKED WHEN WE HAD: •! Limited product choice •! Limited media channels •! Longer brand interactions !"#$%"!%&'(S*6,(#(B+.(+(-3:9(B6(*+:(?*166()!(8*+,,6@.(Y(Z( ,6B.E+E61F(M0(B679(,0(C!&9(,0(8+7@69(,0(65+3@F(#,(?*+?( 6,2310,56,?9(71+,:(3,?61+8J0,.(80>@:(76(5>8*(@0,461(+,:( •! Higher barriers to entry 16?6,J0,(*34*61F()*616(B616([(71+,:.(0/(834+166.(Y(5+=76(]( 71+,:.(0/(80Q66F()*616(B616(,0(80Q66(.*0E.(W(^>.?(:3,61.(Y( 16.?+>1+,?.F(R,:(46_,4(+(,6B(E10:>8?(?0(5+1-6?(B+.(?0>4*;(
  • 19. !"#$%"!%&'(#(8+,(,0B(46?( +(*+@/U8+Q9(/1+EE+(508*+( .0=(@+6(8*3,09(,0(/0+59( ,0(.@66269(,0(B*3E9( +,=J56(#(B+,?F(S6(*+26( ,6+1@=(>,@353?6:(8*03869( .0(>,@6..(=0>(*+26(?6,.(0/( 53@@30,.(0/(:0@@+1.(?0( .E6,:(=6+1(0261(=6+19( 50,0@3?*38(56..+43,4(,0( @0,461(B01-.F(( ( `V6?H.(*6+1(3?(/01( )355=Ua0H.;b(
  • 20. WHY TRADITIONAL APPROACHES ARE FALTERING !"#$%"!%&'(R.(B6(8+,(.66( *6169(J569(+6,J0,(Y(?1>.?( *+26(+@@(:10EE6:L( H BLIS O PU TY T BILI ER A SUM CON LB*3@6(E10:>8?(8*0386(+,:(56:3+(8@>61(*+26(.-=108-6?6:F( <35>@?+,60>.@=9(?*6(80,.>561(,0B(*+.(?*6(+73@3?=(?0( E>7@3.*(?0>8*E03,?.(0,(0>1(76*+@/(W(01(+4+3,.?(>.F( "&#K#MRV(!%&<#"M'(RK%M)(S#VCI#&%(
  • 21. CORPORATE REPUTATION IMPACTORS US 2006( US 2010( Quality products & services! 53%! Transparent & honest practices! 83%! ! ! Attentive to customer needs! 47%! Company I can trust! 83%! ! ! Strong financial performance! 42%! High-quality products/services! 79%! ! ! Fair pricing! 38%! Communicates frequently! 75%! ! ! A well-known brand! 37%! Treats employees well! 72%! ! ! Good employee relations! 35%! Good corporate citizen! 64%! ! ! Socially responsible! 33%! Prices fairly! 58%! ! ! Visible CEO! 23%! Innovator! 48%! ! ! Dialogue with stakeholders! 23%! Top leadership! 47%! ! ! Employee/CEO blogs! 12%! Financial returns! 45%! !"#$%"!%&'(a0B(80,.>561.(236B(014+,3A+J0,.(*+.(8*+,46:F(D68+>.6(0/(:68@3,3,4( ?1>.?9(B6(,0B(E@+86(?1+,.E+16,8=9(*0,6.?=9(/16X>6,?(8055>,38+J0,(+?(?*6(?0E(0/( ?*6(@3.?(0/(?*3,4.(?*+?(5+-6(>.(?1>.?F(<083+@(3.(+(E61/68?(B+=(?0(+::16..(?*6.6F( EDELMAN TRUST BAROMETER, 2010
  • 22. !"#$%"!%&'(!"#$%&"''"()%*+$$,%+16(8*0EE6:(:0B,(6261=(=6+1(3,(?*6(N<(?0(E13,?( E*0,6700-.F(D68+>.6(0/(+,(+,JX>+?6:(7>.3,6..(50:6@9(?*6=H16(:6@32616:(?0(0>1( :001(164+1:@6..(0/(0>1(E16/616,86F(V%C(73@@70+1:.(7@3,:(>.(B*3@6(:1323,4(+?(,34*?( 768+>.6(+,(+:261J.61(B3@@(E>?(?*631(1626,>6(40+@.(76/016(?*6(.+/6?=(0/(=0>1(/+53@=F( R,:(,0B(80556183+@.(+16(763,4(.*0B,(0,70+1:(+3181+c9(+,:(8+,H?(76(?>1,6:(0QF(( D=(165023,4(80,.>561(8*03869(+:261J.61.(7>3@:(416+?(+,,0=+,86(+,:(:3.?1>.?9( *>1J,4(?*631(0B,(1626,>6(W(3,(?*6(*0E6.(0/(16+8*3,4(E60E@6(B*0(8+,(-'+$-./%P,:( +,=?*3,4(?*6=(B+,?F(R16(B6(7>3@:3,4(?1>.?(=6?O(dIR#V( MARKETING STILL FOCUSING ON INTRUSION & INTERRUPTION
  • 23. SOCIAL CHANNELS ENABLE US TO ENGAGE IN WAYS THAT BUILD TRUST — AND TO BE AT THE END OF A SEARCH, RATHER THAN AN INTRUSION ON THE WAY TO A DESTINATION. IV#$e&F$"fgha")"<gh"S%&D""e)&RM$%(
  • 24. WHEN WE HAVE CHOICE, INTRUSIONS OR FORCED LACK OF CHOICES CREATES ANNOYANCE, EVEN ANGER
  • 25. WHEN WE’RE ANNOYED, WE SENSE CORPORATE SELF- INTEREST AND START DISTRUSTING MARKETING EFFORTS
  • 26. AND WHEN WE DISTRUST, WE DON’T BUY. (HINT: DECREASED REVENUE)
  • 27. 55 NUMBER OF MINUTES THE AVERAGE USER SPENDS EACH DAY ON FACEBOOK SOURCE: FACEBOOK !"#$%"!%&'(f016(0/(0>1(J56(+,:(+6,J0,(+16(6,:3,4(>E(3,(.083+@(8*+,,6@.F(S*=O(
  • 28. 50% PEOPLE WHO ARE MORE LIKELY TO BUY IF ENGAGED VIA SOCIAL SITES CHADWICK MARTIN BAILEY, FEB 2010 !"#$%"!%&'(S6H16(5016(@3-6@=(?0(E>18*+.6(+,:( 1680556,:(B*6,(6,4+46:(23+(.083+@LF+4+3,9(B*=O(
  • 29. 66% !"#$%"!%&'(S*6,(#(B+.(+(5+1-6J,4( :3168?019(#(816+?6:(?*6(?0>8*E03,?.(/01( 5=(71+,:F(D>?(,0B9(#(8+,,0?(E0..37@=( 0>?E+86(80,.>561.9(B*0(+16(816+J,4( ,6B(?0>8*E03,?.(?*10>4*(T6@E9( I0>1.X>+169(T0>)>769(6?8F( PERCENTAGE OF BRAND TOUCHPOINTS ARE NOW GENERATED BY CONSUMERS SOURCE: MCKINSEY QUARTERLY, JULY 2009
  • 30. CLICKTHROUGH RATE FOR AVERAGE BANNER AD 0.19% FORRESTER, 2008 AFFINITY OUTPERFORMS INTRUSION BY 38X CLICKTHROUGH FOR AVG FACEBOOK WALL POST 6.49% VITRUE, AUGUST 2009
  • 31. 1 in 2 leads to B2B websites are coming from… Leads from LinkedIn Groups most likely to convert. Visitors from LinkedIn Groups most likely to attend webinars. V%RCI"&f#i(<)NCT("I(jkl(DjD($"fhRM#%<(m(I%D(jnZZ(
  • 32. DESPITE FIVE YEARS OF PROMISE, MANY ARE STILL SKEPTICAL ABOUT SOCIAL BUSINESS ha")"'(IV#$e&F$"fgha")"<gTNK%M&"( ]j(
  • 33. THE DISCONNECT FOR BOOMERS Be proper. Formal looks better. Never block any opportunity. Oversharing is “weak” & “prideful.” Guarded is safe. Your suit & tie means you are successful and trustworthy. THE REALITY FOR MILLENNIALS Grew up with Google, so sharing means being found. Formalities . are boring. Would rather do business with the likeminded. A suit & tie means you are out of touch or untrustworthy. 2010-11 WHEN MILLENIALS WILL SURPASS BOOMERS IN THE WORKFORCE ha")"'(IV#$e&F$"fgha")"<geR)#MRVTMM(
  • 34. SO HOW CAN I REACH MORE PEOPLE? !"#$%"!%&'(f+,=(700561U+46(5+1-6?61.(-66E(+.-3,49(o*0B(8+,(#(16+8*(5016( E60E@6Op()*3,-3,4(3,(?615.(0/(6=67+@@.(+,:(16+8*F(M")(B*+?(.083+@(3.(+70>?F((
  • 35. BOOMERS’ PERSPECTIVE: “BE SEEN, BE HEARD” MILLENNIALS’ PERSPECTIVE: “BE SEEN, BE FOUND”
  • 36. 1. CREATE CONTENT THAT IS FOUND AND BUILDS TRUST Proof points External voices, expert interviews (video, text) Testimonials Yelp reviews, visitor rankings, featured quotes Inside looks Webcams, factory tours, blog posts Employee perspectives Employee video vignettes, personal biographies Mgmt relations pieces CEO podcast, product mgr blog, day-in-the-life
  • 37. 2. MAKE THAT CONTENT EASY TO FIND Tag it to Transcribe not annoy rich media Leverage Enable & existing encourage communities conversation
  • 38. 3. MAKE THAT CONTENT EASILY SHARED •! Enable sharing technologies like AddThis, Facebook Connect, Google Connect •! Users are 4x more likely to join a community if done through Facebook Connect •! Encourage sharing via “human engineering”
  • 39. 4. ENABLE ENGAGEMENT Invest in Enable moderation & comments coaching Engage Make fanning, fearlessly, with faving, liking guardrails very easy
  • 40. GOOGLE <3s ENGAGEMENT !"#$%"!%&'(",6(?*3,4(5+,=(5+1-6?61.(/0146?(3.(?*+?(K004@6(@026.(6,4+4656,?F( K004@6(+..>56.(?*+?(3/(E60E@6(+16(?+@-3,4(+70>?(+(E+1J8>@+1(E3686(0/(80,?6,?9(?*+?( 0?*61.(B3@@(B+,?(?0(P,:(3?(?009(+,:(1+,-.(3?(*34*61F(V6?H.(@00-(+?(+,(6G+5E@6F(
  • 41. !"#$%"!%&'(#(E0.?6:(+(E*0?0(0/(5=(B3/6(?0( I@38-1(.3G(=6+1.(+40F()*0>4*?(3?(B+.(?*6( *06.?(E+..E01?(E*0?0(#H:(6261(.66,F(S10?6( o*06.?(B05+,(6261Fp()B0(=6+1.(+40(#( ,0J86:(?*3.(E*0?0(B+.(46_,4(SRT(5016( ?1+r8(?*+,(5=(0?*61(.*0?.9(3,8@>:3,4(0?*61.( 0/(*61F(I@38-1(+,+@=J8.(.+3:(?*6(16/6113,4(.3?6( B+.("&-0$,10((0'$12(&%B3?*(?*6(.6+18*( .?13,4(o*06.?(B05+,(6261Fp(oM0(B+=9p(#( ?*0>4*?F(D>?(.>16(6,0>4*L( qZ(
  • 42. L5=(B3/6(3.(0r83+@@=(?*6(a06.?(S05+,( %261(0,(K004@6;(`0-+=9(.*6(+@?61,+?6.(7+8-( +,:(/01?*(B3?*(s6,,+(I3.8*61(/01(P1.?(E@+86b( ( S*=O(K004@6(@026.(80,261.+J0,F(I@38-1(3.(+( .083+@(8055>,3?=(:1+B3,4(5+..326( 80,261.+J0,(+10>,:(3?.(E*0?0.9(805E+16:( ?0(=0>1(?=E38+@(o7+76(7@04pF( ( "-+=9(E@>.9(.*6H.(E16=(*0?;(!( qj(
  • 43. !"#$%"!%&'(#,( jnnt9(+($058+.?( 8>.?0561(E0.?6:( +(T0>)>76(23:60( 0/(+(?68*,383+,( ?*+?(/6@@(+.@66E(0,( *3.(.0/+(B*3@6(0,( *0@:(B3?*( $058+.?( 8>.?0561(.612386F( )*6(23:60(B6,?( 231+@(+,:(=6+1.( @+?61(3.(.J@@(0,(?*6( P1.?(E+46(0/( .6+18*(16.>@?.(/01( $058+.?F(( ( S*=O(K004@6( @026.( 80,261.+J0,F(
  • 44. SHORT-FORM CONTENT SHARING (NOT JUST BROADCASTING) ON TWITTER DECIDE ON LONG-FORM CONTENT (INTELLECTUAL CAPITAL = THE BEST “SEARCH FODDER”) VIA CONTENT BLOGS COMMUNITY BUILDING, FORMS ENGAGEMENT AND INFLUENCE (NOT “LIKES”) VIA FACEBOOK !"#$%"!%&'(T0>(:0,H?(*+26(?0(76(6261=B*616(+,:(:0(6261=?*3,4(3,(.083+@F(h38-(=0>1( 7+@6.F(#.(=0>1(80,?6,?(?=E38+@@=(.*01?U/015O()B361F(V0,4U/015O(!3:60(01(+(7@04F( R@@(+70>?(8055>,3?=(+,:(@0=+@?=O(I+86700-F(
  • 45. PODCASTS THROUGH BLOGTALKRADIO.COM WHITE PAPERS AND THOUGHT USE LEADERSHIP ON SCRIBD, KNOL.GOOGLE.COM, AND SEARCH- SLIDESHARE.NET FRIENDLY CREATE VIDEO SLIDESHOWS VENUES TO ON ANIMOTO.COM BE FOUND ANSWER IMPORTANT BUSINESS QUESTIONS ON LINKEDIN Q&A !"#$%"!%&'()*616(+16(5+,=(/166(?00@.(?*+?(+@@0B(=0>(?0(7>3@:(?1>.?(>.3,4(.083+@F( )*6=(^>.?(?+-6(+(73?(0/(816+J23?=F(N.6(?*65(?0(7>3@:(E100/(E03,?.(+70>?(=0>9(=0>1( ?*3,-3,4(+,:(=0>1(6,?61E13.6F(
  • 46. BLOGTALKRADIO Build trust and show your stuff with a phone-in podcast. Use the player to embed the show into your website or blog.
  • 47. GOOGLE KNOL Google’s Knol is a repository for knowledge. What golden truths and painful learnings have you acquired in your career? Build trust and have your knowledge be found.
  • 48. Scribd is a social community around whitepapers and documents. Share long-form thinking there. SCRIBD
  • 49. The #1 search location for presentations. Combine an SLIDESHARE audio track to create a great case for your business.
  • 50. ANIMOTO Take still imagery and add a music track on Animoto, and voila, you get a video that 8 years ago would have cost you $80,000. Someone once compared Animoto to a box in which you put in chrome & glass, shake, and out comes a Ferrari. Include graphic slides that have text, or edit a voiceover into your music track, and the site will create a downloadable HD video.
  • 52. NOW LET’S GO BEYOND BEING FOUND – TO BEING ENGAGING
  • 53. THINK BEYOND PUBLISHING Marketers often stop at the Publishing step, and frequently leave out Study and even Listen. How much more could we accomplish if aimed beyond?! STUDY LISTEN PUBLISH ENGAGE INFLUENCE ACTIVATE STEP 1:! STEP 2:! STEP 3:! STEP 4: We don"t STEP 5: Even STEP 6: Our Study the Listen for NOW you can just want eyeballs better if we can ultimate goal competition, what your publish the and reach. Content inspire faving, is activation: the tools & market wants right content, should be sharing, liking, advocacy, the trends.! to hear. ! cost- engaging, fanning, loyalty, effectively.! interactive.! forwarding.! preference.! Activation is a greater CREATIVE CHALLENGE It’s also a greater REVENUE OPPORTUNITY $0,86E?(7=(CCDH.(&07(M6B6@@(`v@@6B6,b(
  • 55. Problem: how to get more CANADIAN Americans to consider a Canadian vacation during a TOURISM: recession? GETTING How to amplify authentic AMERICANS TO Canadian travel experiences? ENGAGE How to make that content engaging?
  • 56. CHOICE IMPACTED BY ENGAGEMENT
  • 57. $15K ON DIRECT MAIL = 200 NEW CUSTOMERS $7,500 ON OUTDOOR = 300 NEW CUSTOMERS $0 ON TWITTER = 1800 NEW CUSTOMERS BUSINESS GROWTH: $4MM -> $50MM IN 3 YRS 57
  • 59. FIFTH HIGHEST SALES DAY EVER FOR VIRGIN AMERICA THROUGH “PROMOTED TWEETS” [l(
  • 60. INFLUENCE •! In 2009, changes in Canadian border policies regarding Mexican visitors created a stir amongst Mexican bloggers, and generated negative online mentions and sentiment toward Canada. •! The Radar DDB Team showed up at Vancouver airport to provide Mexican visitors with a very enthusiastic and warm Canadian welcome. •! The entire stunt was shot and uploaded to YouTube, where it created a positive effect on related conversation.
  • 62. TO ACHIEVE ACTIVATION, NO MATTER WHAT THE MEDIA,! THERE HAS TO BE A IDEA THAT MOVES YOU.
  • 63. !"#$%"!%&'(&6.6+18*(:0,6(7=(M076@(V+>16+?6(C+,36@(e+*,65+,(.*0B.(?*+?(B6( *+26(?B0(.=.?65.(/01(5+-3,4(:683.30,.'(1+J0,+@(E1086..3,4(Y(650J0,+@( E1086..3,4F()*6(E107@65(3.(?*+?(650J0,.(+16(6+.=(?0(E1086..(1+E3:@=9(+,:(0,( E+1+@@6@(E+?*.F(%50J0,.(+16(6Q01?@6..F(( ( D>?(1+J0,+@(?*3,-3,4(3.(.3,4@6U?*16+:6:9(?+-6.(6Q01?9(+,:(3.(.@0B(?0(E1086..F(<0( 4>6..(B*+?O(l[w(0/(0>1(:683.30,(5+-3,4(3.(7+.6:(0,(650J0,.;( DECISION-MAKING IS 95% EMOTIONAL, 5% RATIONAL. flickr.com/photos/" myklroventine"
  • 64. WHERE WILL YOU FIND MORE EMOTION? 4=#>?.(@#/#AB&/(C.&(*B=A,(D(-/(BE(*-F(GHII( j[9nnn9nnn( !"#$%"!%&'(B*=(:0(?*6.6(5+^01(:0?U805.(46?(.0(5>8*(@6..(?1+r8(?*+,(?*631( 71+,:(/+,(E+46.O(S*616(B0>@:(T"N(E16/61(?0(6,4+46'(0,(+(.3@6,?9(@0,6@=(:0?U 805(.3?6(W(01(B*3@6(B3?*(=0>1(/136,:.(+,:(/+53@=O(( jn9nnn9nnn( 012)34+50'( +7+2K+7<2'(( J71K+7*'(I6L( J71K+7*'(GOHPHHH( M#""#B=(?=#>?./6( ?=#>?./6( Z[9nnn9nnn( !29(:2;8'( !29(:2;8'( IN(M#""#B=(?=#>?./( GG(M#""#B=(?=#>?./( Zn9nnn9nnn( [9nnn9nnn( n( 012)34+506+7*( !2+83775(!29(:;( +7+2+7<26+7*( !2+83775(!29(:;(
  • 65. DDB Canada was hired by Knorr, a packaged food offering, to promote a new low-sodium product called Sidekicks. The challenge: how to move consumers to choose a rational- benefit product – when it"s a side dish?! CREATE AN IDEA TO EMOTIONALLY MOVE PEOPLE … OVER RICE?
  • 67. DDB STARTED THE CONVERSATION WITH TRADITIONAL BROADCAST
  • 69. !"#$%"!%&'(#,(+::3J0,( ?0(?*6(?1+:3J0,+@(56:3+9( ?*6(&+:+1(CCD(.083+@( 56:3+(?6+5(8+56(>E(B3?*( +(E@+,(?0(4326(<+@?=(+( .083+@(56:3+(.?+46(/01(*3.( @3/6(+c61(763,4(.,>776:F(( ( )*6(?6+5(6,4+46:(B3?*( E60E@6(:3168?@=(?*10>4*( 2+130>.(.083+@(8*+,,6@.(3,( ?*6(o20386p(0/(<+@?=9(?0( 1+3.6(71+,:(+B+16,6..( +,:(6,4+46(>.61.9( 3,x>6,86(76*+2301(+,:( +8J2+?6(?*65(?0(816+?6( 80,?6,?F((
  • 70. !"#$%"!%&'(?*6( ?6+5(764+,( 6,4+43,4(B3?*( E60E@6(3,( 8*+1+8?619(+.-3,4( X>6.J0,.(+,:( E0.J,4(E*0?0.( 0/(<+@?=(+,:(h6E( /105(.?1+,46( E@+86.F(( ( h60E@6( 3556:3+?6@=( 16.E0,:6:F(
  • 71. !"#$%"!%&'(S6(+@.0(816+?6:(?*166(P@5UX>+@3?=(.E0?.(/01(T0>)>76(:3.?137>J0,(0,@=9( B*38*(80,J,>6:(?*6(.?01=(0/(<+@?=H.(V3/6(+B+=(/105(?*6(:3,,61(?+7@6F(( ( h001(@3@6(<+@?=(80>@:,H?(8+?8*(+(716+-(+,=B*616F()*3.(@6?(>.(80,J,>6(?*6(.?01=(+c61( ?*6(01343,+@(710+:8+.?(8+5E+34,(80,8@>:6:(+,:(B+.(E>@@6:F(
  • 72. !"#$%"!%&'(?*6(&+:+1(CCD( ?6+5(626,(*+:(<+@?=(+,:(h6E( .*0B3,4(>E(3,(>,6GE68?6:( E@+86.(@3-6(8166E=(B678+5(.3?6( $*+?&0>@66F(#,.?6+:(0/(.056( .*31?@6..(:>:6(B3?*(+(8*3,.?1+E9( E60E@6(80,,68?6:(B3?*(+(.+@?( +,:(E6EE61(.*+-61F( ( 34+5+",$6%
  • 76. !"#$%"!%&'(<056(B*0(+8X>316:(?*6(.*+-61.(.*0?(+,:(>E@0+:6:(?*631(0B,( T0>)>76(23:60.(y.056(B3?*(?*0>.+,:.(0/(236B.F(
  • 77. !"#$%"!%&'(<056(E60E@6(626,(?00-(J56(0>?(0/(?*631(7>.=(:+=.(?0(816+?6(E+.?+(+1?F( ( 7(),4&$+;0$)$+-*$.%5-,*-%-+*%-+(4).%-%!"#$%&#'#(#"1()*3,-(+70>?(?*+?F(
  • 78. FIRST THIRTY DAYS: 6000 FACEBOOK FANS 375,000 VIDEO IMPRESSIONS IN SO DID IT FIRST 30 DAYS; TOTAL MEDIA COST: $0 WORK? 20,000 SALTY & PEP SHAKERS SOLD OUT IN FIRST 25 DAYS DDB’S HIGHEST WEBSITE TRAFFIC EVER RESULTS UNIT SALES ROSE BY 24% OVER FOR KNORR PREVIOUS YEAR SIDEKICKS SURPASSED UNCLE BEN’S AS #1 BRAND IN THE CATEGORY
  • 79. WHAT RESULTS WOULD KNORR HAVE SEEN IF THEY’D ONLY PLANNED SOME SOCIAL MEDIA TACTICS? OR JUST A COMMERCIAL?
  • 80. AND WHAT IF THERE WAS NO EMOTIONAL HOOK?
  • 81. YOU DON’T NEED A SOCIAL MEDIA STRATEGY. YOU NEED AN ENGAGEMENT STRATEGY. AN INFLUENCE STRATEGY. OR AN ACTIVATION STRATEGY. WHATEVER THE MEDIA.
  • 82. AN EMOTIONALLY APPEALING IDEA + A MEDIA-AGNOSTIC APPROACH = ENGAGEMENT, INFLUENCE AND ACTIVATION ACROSS ALL MEDIA
  • 83. A FEW FINAL THOUGHTS •! Don’t try to do everything — do a few things, very well, based on an engagement strategy. •! Quality of content and conversation will drive quantity of fans. Focus on quality. It’s not a damned basketball game – that’s “reach” thinking. •! Boomers (often management) need to understand that affinity and authenticity have surpassed propriety. And that’s not necessarily a bad thing. •! Do not be the interruption on the way to many customer’s destinations. Be the destination, for those who value your offering.
  • 84. THANK YOU, MOUNT ROYAL! ERIC WEAVER Twitter: @weave Ant’s Eye View creates engagement, influence and activation strategies for some of the largest companies in North America. Read more about how we do it at antseyeview.com.