Make a Difference. Do Great Work. Earn a Profit. Have Fun.

The Audience is Talking

2009© Zehnder Communications

but you’re not listening

Gro

unds

wel

l Ris

ing

Gro

unds

wel

l Ris

ing

Groundswell Rising

Facebook MySpace Twitter LinkedIn

Generation Z 61% 65% 9% 0%

Generation Y 65% 75% 14% 9%

Generation X 76% 57% 18% 13%

Baby Boomers 73% 40% 13% 13%

WWII Generation 90% 23% 17% 4%

Social Networking Sites used by US Social Network UsersMay 2009

Source: eMarketer July 13, 2009

Groundswell Rising

Facebook MySpace Twitter LinkedIn

Generation Z 61% 65% 9% 0%

Generation Y 65% 75% 14% 9%

Generation X 76% 57% 18% 13%

Baby Boomers 73% 40% 13% 13%

WWII Generation 90% 23% 17% 4%

Social Networking Sites used by US Social Network UsersMay 2009

Source: eMarketer July 13, 2009

Gen Z Gen Y Gen X Boomers WWII Total

Keeping in touch w/friends 93% 82% 71% 62% 57% 75%

For fun 91% 61% 51% 38% 30% 55%

Keeping in touch w/family 27% 40% 40% 47% 51% 41%

Was invited by someone I know to use site

22% 22% 30% 46% 60% 30%

Keeping in touch w/classmates 39% 40% 27% 12% 10% 30%

Keeping n touch w/biz network - 3% 6% 12% 2% 5%

Job searching - 3% 4% 10% 1% 4%

Biz Dev/Sales - 1% 6% 4% 4% 3%

Recruiting/search for new hires - 1% 1% 0% 0% 1%

Other 6% 3% 5% 3% 5% 4%

Groundswell Rising

Source: eMarketer July 13, 2009

Reasons that US Social Network Users Joined a Social NetworkMay 2009

Gen Z Gen Y Gen X Boomers WWII Total

Keeping in touch w/friends 93% 82% 71% 62% 57% 75%

For fun 91% 61% 51% 38% 30% 55%

Keeping in touch w/family 27% 40% 40% 47% 51% 41%

Was invited by someone I know to use site

22% 22% 30% 46% 60% 30%

Keeping in touch w/classmates 39% 40% 27% 12% 10% 30%

Keeping n touch w/biz network - 3% 6% 12% 2% 5%

Job searching - 3% 4% 10% 1% 4%

Biz Dev/Sales - 1% 6% 4% 4% 3%

Recruiting/search for new hires - 1% 1% 0% 0% 1%

Other 6% 3% 5% 3% 5% 4%

Groundswell Rising

Source: eMarketer July 13, 2009

Reasons that US Social Network Users Joined a Social NetworkMay 2009

Reasons that US Executives Use SocMe July 2009

social network statsMySpace vs Facebook - where’s the love?

social network stats

Everyone’s all a Twitter

social network stats

Everyone’s all a Twitter

social network stats

LinkedIn Reaches 38 Million UsersMarch, 2009

12.5M

social network technology usage - USA onlySept ’06 - March ‘08

blog readership

podcastingonline video

blog writingsocial network

source: Universal McCann “Next Thing Now” Report, April 2008

subscribe to rss feeds

78.3 Million videos

412 years

YouTube - the 5th Network

the amount of time it would take to watch every video on YouTube (as of March 17, 2008)

Source: Digital Ethnography Study - Kansas Statehttp://ksudigg.wetpaint.com/page/YouTube+Statistics?t=anon

50% of your competitors wanttheir brands in the conversation

C o n v e r s a t i o n a l M a r k e t i n g

You monitor conversations

You communicate not sell

You create conversations both online and offline

Great conversational marketing:

2009© Zehnder Communications

Communicating

Respecting those that allow you to communicate with them.

Big Companies

feel small again

It’s like a whole other country...

If you turn them off...

Listen

Listen

Company or Brand Interest

Consum

er Interest

meaningfulconversation happens

Company or Brand Interest

Consum

er Interest

meaningfulconversation happens

authenticity

transparency

strategy

strategies

there are no shortcuts

and if you fall off the wagon

and if you fall off the wagon

how others are using it

It’s about drinking it• Tasting, tasty, sipping, drinking, enjoying

It’s about the bourbon• release, cask, batch, single, reserve

creative research

the blogger hotel

Perception is reality.

Perception is reality.

Beer

Perception is reality.

Beer Beads

Perception is reality.

Beer BeadsB

Perception is reality.

Perception is reality.

Perception is reality in the absence of experience.

0

17.5

35.0

52.5

70.0

Ladders Food Family Tailgating Church Crazy Flashing

Pre-Campaign Post-Campaign

+82%

+23%

+58%

+122%

+0%

-17%

-37%

so...what’s next?

Augmented Reality

Augmented Reality

Layar Augmented Reality

Layar Augmented Reality

a parting thought.....

love social media

The difference between art and advertising is discipline.

Coordinates

email: tmartin@z-comm.comphone: 504-558-7778

blog: HelpMyBrand.com

twitter: @TomMartin

web: www.z-comm.com

www.budurl.com/TomMartin

Digital Biz Card: Txt TomMartin to 50500