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What is Participatory Marketing?
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Participatory MarketingNovember 22, 2008
November 22nd, 2008
P a c e U n iv e r s it y M a r k e t in g A s s o c ia t io n
:P r e s e n t s
3Th e r d An n u a l AM A N o r t h e a s t R e g io n a l
C o n f e r e n c e In N e w Yo r k C it y
Hosted in collaboration with H o f s t r a U n iv e r s it y Am e r ic a n
M a r k e t in g A s s o c ia t io n
Save the Date!
Michael Della PennaCo-founder and PresidentAiti Solutions
Emerging products, services, media
• 50 plus relationships– The average household has 14 credit
cards*– The typical household has accounts at
four different financial institutions
• American spend 22 hours a year sorting out bills, account information and other paperwork (more than we spend helping our kids with homework)**
Marketing is in trouble - Clutter & information overload reeking havoc
* Cardtrak.com, ** Bureau of Labor Statistics
Traditional metrics are suffering Engagement, Response, List Fatigue, Costs Rising, Collateral Brand Damage
New world/new rules: consumer power and control Social shopping and the semantic web are taking center stage
• People turning to other people• 78% - consumer
recommendations are the most credible form of advertising*
• 3X more likely to trust their peers opinions over advertising for purchase decisions**
• Trust in a “person like me’ has tripled, from 20% to 68% from 2004 to 2006***
Source: Nielsen, “Word-of-Mouth the Most Powerful Selling Tool”, 4/07,** “Social Networking Sites: Defining Advertising Opportunities in a Competitive Landscape,” JupiterResearch, 3/07 ***Edelman Trust Barometer. 11/07
Direct Mail
EmailTV
Radio
WebCatalog
Search
RSS
Affiliate
Text
IM
Widgets
Blogs
Wikis
Podcasting
WebinarsSocial Networks
Video
Mobility
Networks
PushPermission
Participation
Sharing
Syndication
Collaboration
Accessibility
Modularity
Semantic
Aggregators
Marketing Is EvolvingTrust
Our belief: Marketing and marketers must evolvePush, Permission…Participation
Pragmatic
Context
It is about customers getting actively involved in the promotion of your brand
It is about marketing with your customers rather than to them
It is about engaging customer to take an active role in plotting your brands future
Marketing is about ParticipationIt is about charging up your customers and community and putting them in charge
It is about community and collaborative filtering
Don’t Believe?
Check This Out
The first participatory President Creating a conversation with the American people
65% VOTED (1908), $660 MILLION RAISED
Most Watched, Most Followed, Most Fans:• My.BarackObama.com & Blog
• Mobilized a massive volunteer effort = buzz• Fresh content – interesting & engaging
• Flicker• Campaign photos add perspective
• YouTube: #1• Speeches, songs and music videos
• Linkedin • Encouraged questions & volunteers took part
• Twitter: #1• Announced campaign and rally stops & live video
• Social Networking Sites: #1• Facebook, MySpace, BlackPlanet, Asian
Avenue, faith based, age based, event based
What about big brands?
How are they participating?
Marketers are trying to figure it out Social networks are typically the first stop
59% of Top 100 Retailers have a fan
page
834,6244. Facebook
797,5585. Coldplay
757,9326. Windows Live Messenger
750,9327. Adam Sandler
729,3498. You Tube
699,0999. Apple Students
686,89810. Linkin Park
921,3223. Batman: The Dark Knight
1,625,0182. Michael Phelps
2,197,8331. Barack Obama
457,67345. Red Flavour Pringles
453,01846. Ferrero Rocher
535,50132. OREO Cookies
540,59230. Addidas Originals
569,57625. Victoria’s Secret Pink
But social networks have been a mixed bag? Few winners. Engagement/Advertising. Are you participating?
Top 50
fan pages
But Lots Of Success Stories?
Groundswell: Winning in a World Transformed by Social Technologies
Case Studies:• Forums & Discussion Boards
• Dell, Constant Contact• Idea Exchange
• Starbucks, Dell, Salesforce.com• Social Network
• Beinggirl.com
Microsoft’s Upload Yourself
• Evolution to Participation• Jerry & Bill• Celebrities to Consumers
The Limited’s Ultimate Outfit
• 7,900 entries• 528,000 views• 25,000 MySpace posts
Google’s Project 10100
• 100,000 entries• 100 finalist: Voting starts
January 27th 2009• 1 winner wins $10 million
No Going Back
Careful What You Wish For!
Consumer power must be embraced & respected
How Twittering Critics Brought Down Motrin Mom Campaign
Johnson & Johnson did manage to offend some mothers with an online and print campaign for Motrin that implied moms carry their babies as fashion accessories. But was it a genuine groundswell that felled the effort -- or an alliance of the few, empowered by microblogging service Twitter?
• 5,582 followers on twitter• 35,397 views on YouTube• 1 expensive ad pulled• Millions of dollars in sales
potential lost
Who will lead the way?
Not about media…it is about a movement
Participate & help shape the future The industry’s first Generation Y panel
http://www.thepmn.org/joinourpanel.htmlWin prizes!
Education: Our first event
http://www.thepmn.orgSign up!
Become a fan – visit us on facebook & Linkedin…its free
What will you master?
10,000
“Practice isn’t something you do until you’re good. It is something
that makes you good.”
