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And overview of the evolution of marketing and communications, and how the internet and social media have changed the world of advertising. Tips for social media networking and building trusting relationships that convert in to business.
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Connections, Conversations, Conversions
@adny
• Digital Strategy
• Process / Methodology
• Project Management
• Search Engine Marketing
• User Experience Design
@houseofbrew
• Digital Printing
• Social Media
• Supply Chain Management
• Web-based Software
• Web-to-print Systems
Agenda
Evolution of Media & Communications
Today’s Media
A New Reality
Bridging the Gap
3500 BC
The Phoenicians develop an alphabet.
1987 Animated GIFintroduced by CompuServe
1450
Newspapers appear in Europe
1814
First Photographic Image
1927NBC starts two radio networks
1916 First radios with tuners,
different stations
1930
First television
broadcast in U.S.
1939
Scheduled television broadcasts begin.
Media = Money
0
50,000
100,000
150,000
200,000
250,000
300,000
Total Ad Spending (m.)
Ad Spending in News, Mags., Radio, TV (m.)
Ad Spending: 1919 - 2009
Meanwhile…
1831
Joseph Henry invents the
first electric telegraph.
1876Alexander Graham Bell patents the electric
telephone.
1914First cross continental telephone call made.
1940
FM Police Radio Communications begin in
Hartford, CT.
1949 AT&T Introduces Model 500 telephone.
195075% of lines are party lines.
1981First cellular license
1992The World Wide Web is born.
The World changes
Mass communicationfor the
Media becomes social.
http://blog.normprint.com/hilarious-it-computer-jokes
Media = MotivationMedia ≠ Money
Billboard ChartPeakRank
UK Singles (The Official Charts Company)[21] 2
US Billboard Hot 100[22] 1
US Pop Songs (Billboard)[23] 9
US Hot R&B/Hip-Hop Songs(Billboard)[24] 3
US Rap Songs (Billboard)[25] 1
Twitter Followers: 2,554,405
Twitter Followers: 6,641,347
Consumers are empowered.
Tropicana Discovers Some Buyers Are
Passionate About Packaging
―Do any of these package-design people
actually shop for orange juice?‖
―Twitter is the ultimate focus group,‖
Peter Shankman said.
―I can post something and in a minute get
feedback from 700 people around the world,
giving me their real opinions.‖
Consumers own brands.
#IranElection
Media = Emotion
“…the total exposure generated through the $50,000 piece was estimated as being worth around $150M.”
The video was viewed…40,000 times in its first day1,700,000 times within a month of its upload12,000,000 times within its first year
“…credited for its part in producing double-figure growth in sales of Dove products.”
As much as we’d like to believe otherwise,
the truth is, consumers don’t want to
connect with brands.
They want to connect with each other.
—Sally Hogshead, Fascinate
Connect likeminded people together
around a purpose.
Ask consumers what they want.
Empower consumers to evangelize your brand.
Surprise your audience with unique,
interactive brand experiences.
Media is free.
If you can earn it.
Advertising's Future Is 3 Simple Words:
Paid. Owned. Earned.
—Kirk Cheyfitz, CEO Story Worldwide
October 27. 2010
Paid jumpstarts owned.
Owned sustains earned.
Earned drives cost down
and effectiveness up.
—Kirk Cheyfitz, CEO Story Worldwide
October 27. 2010
Earned media, when it happens, is the
best form of advertising on Earth.
—Kirk Cheyfitz, CEO Story Worldwide
October 27. 2010
Gaining customers
should never be a company's objective;
building customer engagement should be.
—William J. McEwen, Married to the Brand
Gallup Management Journal
Passive Active Enthusiasts
Interest Participation Involvement
Higher EngagementLower Engagement
Why Consumers Share
1. Laughter
2. Inspiration
3. Cuteness
4. Originality
5. Shock
6. Surprise
7. Nostalgia
The Social Times
―I tell my friends about your brand
not because I like your brandbut because I like my friends.‖
— Edward Boches, Chief
Innovation Officer, Mullen
what?
So…
A New Reality
People choose what media they
engage with, when and where.
Be with them where they choose to
engage.
Build a reputation by
building relationships.
―Marketing spend might start at awareness,
but in the Trust Economy,
communities are king, and ROI stands for
Return on Influence.‖
— Chris Brogan
President, Human Business Works
Connect with people.
Get to know them.
―The Age of Personal Branding‖
Online
Offline
Use online and offline tools to connect.
“Networking is not about hunting.
It is about farming.
It‟s about cultivating relationships.
Do not engage in „premature solicitation‟.
You‟ll be a better networker if you
remember that.”
- Dr. Ivan Misner – founder of BNI
Online
Earned
• Flickr
• YouTube
• Blog
Owned
• Website
• Mobile
• Advertising
A Stream of Digital Consciousness –
over a billion tweets from 20 million users.
Connect with people who
share your passions and interests.
Connect Past & Present
Cultivate Likes and Comments
Business Networking
Referrals and References – Online Resume
Social Media = influence.
91%Say consumer reviews are the #1 aid to buying decisions.
87% Trust a friend’s recommendation over a critic’s review.
1 word-of-mouth conversation
has the impact of 200 TV ads.
Offline
Earned
• Networking
• Word of Mouth
Owned
• TV
• Outdoor
• Direct Mail
• Business cards
• Meet-Meme cards
— Edward Boches, Chief
Innovation Officer, Mullen
1980
2010
Create unique, memorable experiences.
Connect online to continue the conversation and
build the relationship.
Meet Scan Connect
Connect, Converse, Convert
Ask me how
