The Abcs Of Whats Next Humber

What’s Next in 
Marketing, Communications & Media

– The Trends that are Going to Drive Business ….
and Your Career Forward -
A Presentation by Agent Wildfire to Humber College

Agentwildfire.com smoffitt@agentwildfire.com 416-255-4500

Who Am I – Sean Moffitt

The Most Interesting Man in the The Most Interesting Word of Mouth
World Man in the World

Who Am I – Sean Moffitt


The Future of Social Networking in the
Year 3000


Our Mission @ Agent Wildfire

“Get “Get Talked “Get
Noticed” About” Advocated”

Agent Wildfire…We Do This…We Do It Well
Attention Overload

Buzz Marketing Customer Collaboration Social Media Brand Communities

Influencer Marketing Product Seeding Social Networks Referral Programs

User Generated Grassroots/Cause Experiential Viral
Content Marketing Marketing Marketing

We heart PR
“Advertising has no credibility with
consumers, who are increasingly
skeptical of its claims and whenever
possible are inclined to reject its
messages.

Publicity, on the other hand, provides
the credentials that create credibility….
To get something going from
nothing, you need the validity that only
third party endorsements can bring.”



An Unbelievable Offer
36 Reasons Why 15 Pieces of
26 Bankable Trends
People Talk Career Advice


WHAT’s NEXT IN SOCIAL MEDIA, WORD OF MOUT

1. What forms of social media/WOM will
experience the biggest growth in the next
few years?

1. What forms of social media/WOM will
experience the biggest growth in the next
few years?

1. Social Network Marketing 36%
2. Social Media (blogs/podcasts) 35%
3. Mobile Marketing 34%*
4. Customer/User Generated Content 30%*
5. Influencer marketing 27%
6. Brand communities/networks 21%*
7. Brand entertainment/advergaming 16%
Source: Agent Wildfire Buzz Report 2009

2. The biggest changes in culture, media
and the marketplace causing a rise in social
media/WOM?

2. The biggest changes in culture, media
and the marketplace causing a rise in social
media/WOM?

1. Rise of Social Networks 36%*
2. Rise in New Tech./Media 29%
3. Web 2.0/Prosumer 27%
4. Media fragmentation/clutter 27%
5. Mass marketing effectiveness down 26%
6. Loss of trust/credibility 23%
7. Waning attention to media/messages 23%

3. The biggest obstacles that continue to
exist in implementing social media/WOM
in your company/clients?

3. The biggest obstacles that continue to
exist in implementing social media/WOM
in your company/clients?

1. Inability to measure 40%
2. Lack of budgets 31%
3. No accepted standards/benchmarks 29%*
4. Fear of loss of control 29%
5. Inability for culture to accept 25%
6. Technical skills/expertise not in place 23%*
7. Do not understand diff. bet. Mass marketing 21%*


4. The biggest sins of the social media
practitioner?

4. Biggest sins of a social media/WOM
practitioner :

1. Lack of authenticity 65%*
2. Lieing about identity 51%
3. Not creating 2-way dialogue 47%
4. Not having a strategy 38%*
5. Not measuring what happens 35%*
6. No link to business objectives 29%
7. Not changing company practice because of it 28%

5. The Most Important Word of Mouth
Attributes?

5 Most important Word of mouth attribute
(in order of priority):

1. Conversation worthy idea/concept*
2. Great product/brand
3. Customer/member experience provided
4. The People who Participate*
5. The Culture of a company*
6. A strong word of mouth generation process
7. Research/analysis/learning

6. Most frequently stated objective for
launching a social media/WOM initiative?

6. Most frequently stated objective for
launching a social media/WOM initiative:

1. Awareness/buzz/publicity 39%*
2. Leads/referrals/members 33%
3. Loyalty/affinity/lifetime value 29%
4. Participate in dialogue/conversation 28%*
5. Seed influencers/incubate ambassadors 24%
6. Launch products/services/ideas/news 22%
7. Build better customer experiences 21%
8. Accelerate sales/revenue 18%*
9. Target specific tough to reach audiences 18%

7. Beliefs:

Beliefs Strongly Agree Agree
Agencies need to radically reinvent 39% 44%
themselves to stay competitive
Managing the customer experience is the 32% 50%
key battleground for business
We will be able to track conversations much 28% 48%
more accurately over the next decade
The marketing will become much more 20% 54%
important to their org. by leveraging
SM/WOM
Radically new social media and word of 20% 51%
mouth tactics will be adopted in the next
few years


Should we Talk About The Elephant in the Room?


The economy is bad…like really bad


Yikes, Advertising is taking it on the chin…

-Group M forecasts a drop of 3.2% in 2009, Zenith Optimedia 5.7% down and Morgan
Stanley could envision a 10% drop
--- the actual drop in first quarter was down 14%

How will we carve up the pie…

Well, we’ll be eating less media:
- 93% of CMOs believe the economy will have a significant/moderate impact on their budgets
- 70% of CMOs plan on reducing their marketing spending

Another change you can believe in …

 Canadian Marketers plan on
spending more/less in 2009:
More Less
Newspaper 5% 32%
Radio 5% 33%
TV 4% 37%
Magazines 3% 39%
Social Media 23% 16%


There is hope…

Agentwildfire.com
…Don’t Despair, 26 trends to capitalize on
smoffitt@agentwildfire.com 416-255-4500

Attention Overload

3,000 ads get pushed at us each day - 6 times
the volume vs. 40 years ago…the tougher it is
to breakthrough, the more we do and invest

We are Digitally Media Addicted


Attention Overload
Overcoming
More Volume Captive Audience Filters

…Be the First …Get Clever …Learn SEO,
Get networked


Brand Community Building


Brand Community Building

Finance- Wells Fargo Hospitality –
Running - Nike Plus
Stagecoach Island My Starbucks Idea

B-to-B Travel – Starwood’s
- Intuit Quickbooks Community Automotive - Camp Jeep The Lobby

Tech – Dell Ideastorm eCommerce – eBay Powersellers Mobile – Virgin Insiders

Customer Centricity
Percentage of
executives who
believe the Customer
Experience is the
new battleground
- 95%

Percentage that
believe they are
delivering a positive
customer experience
- 80%

Percentage of their
customers who agree
- 8%

CEOs –
The Most Critical Driver to Achieving Growth

 Business Strategy  19%

 Customer Service  16%

 Customer Experience  15%

 Sales Force  11%

 Marketing Strategy  11%

 Product development  7%

 5%
 Pricing
 4%
 Distribution
 ?
 Advertising
 ?
 Promotions

Democratized Advertising & Marketing


Walker’s Crisps – User Generated Content


The Rise of User Generated Media
User Generated Media Company Generated Media

All Respondents 34% 66%

Matures (61-75) 23% 77%

Baby Boomers (42-60) 27% 73%

Generation X (25-41) 35% 65%
Net
Generation
Millenials (13-24) 51% 49%
Source: Harrison Group

Experiences

- of consumers who say majority of customer
49%
experiences are “bland” Source: Gallup

69% - Of consumers who say emotions account for ½ of
their customer experience Source: Strategic Resource Development Group, 2006

96&80% Of consumers who had a negative service
experience in the past year AND those that
subsequently severed the relationship Source: Customer Focus


Experiences


Free Agent Agency Enterprise


Free Agent Agency Enterprise
80%
Net Generation (13-24)
70%
Other Segments (25-75)
60%

50%

40%

30%

20%

10%

0%
Watching/Reading Socializing Creating Personal Reading/Posting Watching
Content Content Message Boards TV Online
Playing Online Watching Video Maintaining/ Keeping a Blog
Games Streaming Sharing Photos
(i.e. YouTube)


Generation Y Impacts


Generation Y Impacts
Freedom
• iTunes, Craigslist, Zipcars
Customization
• Nike ID, My Space, Jones Soda
Scrutiny
• Amazon, RED
Integrity
• Innocent Drinks, Vans, Trader Joes
Collaboration
• John Fluevog, Wikipedia, Doritos
Entertainment
• Red Bull, Axe, You Tube
Speed
• Zara, Calvin Klein, Google
Innovation
• Nokia, Toyota


Humanization of Brand


So True…


Influencers
“The Ones “The Ones
Who Create Who Provide
Ideas” Credibility”

“The Ones “The Ones
Who Spot & Who Connect
Scout New & Spread the
Stuff” Word”

“The Ones Who “The Ones
Sell and Lead Who Attract
Opinions” Attention”


The Law of a Few
- 70% of Wikipedia’s content is produced by
1.7% of its audience

- Top ranked Influencer belief – “I love
talking to others about things I’ve just
discovered”

- Influencers are 2x more active, more
conversational and/or more brand-involved
than the mainstream consumer


Influencers
Thinktank/ Scout/
Sounding Mystery Turning Users, Customers and
Board Shopper
Consumers
User

Customer Consumer

Into Authors, Producers, Scouts, Testers
and Collaborators & Broadcasters

Collaborator/ Influencer Community
Member/
Producer
VIP Insider

Evangelist/
Ambassador/
Advisory Advocate Into Community
Seeded
Council/ Adopter/ Members, Advocates, Ambassadors
Cause Beta Tester
Torchbearer and Evangelists

Joint Ventures


Karma Capitalism


Local is Where It’s At


Mobile Marketing


Networking Integration


Online Spending
If we spend 30% of our media time online…

8-12%

30%

…why do we only spend less than 8-12%
of our budgets on web media?

Psychographic Targeting/Profiling


Quasi Profile


Reputation Management


Semantic Web


Transparency/Authenticity

60% of people have a much more
 61% of people claim to buy the same
negative view of marketing and
brands as their friends (+28 pts. Vs. 4
advertising than a few years ago
years ago)
27% trust manufacturers
 90% trust their spouse
 14% trust ads
 82% trust their friends
 8%smoffitt@agentwildfire.com 416-255-4500
trust celebrities
Agentwildfire.com

You supply commodiities
- Available

You control goods
- Cost

You improve services
- Quality

But you render experiences
- Authenticity


Uber Connectedness
- 3.8 billion cell phone users

- 1.6 billion Internet users

- 1.1 billion social network members

- 200+ million blogs

- Ave. No. of Blog links - 12

- Ave. No. of Facebook friends/Twitter
Follows – 120/70

- No. of Per Person Brand-Related
Agentwildfire.com smoffitt@agentwildfire.com 416-255-4500 Conversations Each Year – 4,650

Visual


Word of Mouth
Expected 5 year
Compound Annual Growth Rate

Word of Mouth 27%
Internet/Mobile 14%
Branded Entertainment 13%
Custom Publishing 11%
Out of Home 10%

Agentwildfire.com
Source: Veronis Suhler Stevenson
smoffitt@agentwildfire.com 416-255-4500

XX


You Do It


Zopa


Future Marketing Tactics
What forms of word of mouth will experience the
most growth in the next few years ? (top 3 choices)

Social media marketing 37%
Social network marketing 35%
Mobile marketing 34%
User-generated Content 31%
Influencer marketing 28%
Brand communities 20%
Customer forums 17%
Branded entertainment 16%
Cause-related marketing 14%
Brand microblogging 14%
Buzz marketing 13%
Corporate/brand blogging 11%
Source: Agent Wildfire

Career/Interviewing Advice
• Network like crazy- build a weak tie network

• Get social network deep -
Twitter/LinkedIn/Facebook/Flickr/YouTube/Digg

• Be on Facebook, don’t be too drunk on
Facebook


• Reinvent the Resume (Resume 2.0)

• Volunteer for something good

• Be vigilant on follow up

• Attend events –
MESH, CMA, Camps, Twitterbrunch, Netch
ange, LOKU30

• Have a game plan

• Anticipate the big questions

• Do your Google homework

• Take a web course, any web course

• Don’t take a first job beneath you

• Meet one new senior person every month

• Negotiate for exposure, but don’t be a pest

• Be different – bring a portfolio, a plan, wear
something different, strike a bargain

• If failing, let it hang out, show your passion

The Kickass Offer


Let’s Start Your Next Brand Conversation…
Inquire: info (at) agentwildfire.com

Phone: 416-255-4500

URL: www.AgentWildfire.com

Join: www.TheInfluencers.ca

Blog: http://BuzzCanuck.typepad.com/
http://www.spreadslikewildfire.com/

Explore: The Buzz Report (e-newsletter)
Signup at www.AgentWildfire.com

Learn: Executive, WOM Seminars

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The Abcs Of Whats Next Humber

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