2011’s Cheers@Meers

§  Sheree Johnson: Blundering Through 2011 §  Julie Parker: Facebook (R)evolution §  Allisyn Wheeler: QRs Function vs. Fantasy §  Sam Meers: A Piece of Cake §  Aubrey Ammon: The Fifth Screen §  John Kreicbergs: Getting Siri-ous

2011’s Cheers@Meers

Sheree Johnson §  Director,

Business Intelligence §  @SAJohnson

If Only They Had Done Their Research:

Top Media/Marketing Blunders of 2011

What the heck were they thinking?

#10 – Target.com’s Relaunch

§  Unshackled itself from Amazon on 8/23/11

§  Enlisted more than 20 vendors to build its own e-commerce technology and website

§  Site crashes, broken links, missing baby and wedding registries AND shopping carts with a mind of their own

§  Too many cooks in the kitchen

#9 – O.co Pulls Back

§  Overstock.com changes its name to O.co

§  Created major confusion §  “Going too fast, need to try

this at a slower pace, not flipping back, just refocusing”

§  Kinda, sort of, going back to its original name

#8 – Huffpo Punishes Aggregator

§  AdAge busts HuffPo staffer for using one of its columns

§  HuffPo talks zero tolerance and suspends the staffer

§  Punishment far worse than the crime?

§  Writer publicly skewered for doing what she was taught

§  “Overaggregating” basically their business model

#7 – Ongoing J.Lo/Fiat Fiasco

§  Puzzled/furious Fiat and football fans with intro of Fiat 500 –  Chrysler: “not an ad for the car,

but marketing tie-in for J.Lo’s new music video”

§  Appearance of both at AMA’s Tweeted as “shameless”

§  Released a “real ad” of J.Lo driving around the Bronx –  J.Lo too busy shoot, so double

was used –  Too much like Eminem/

Made-in-Detroit Super Bowl spot

#6 – The Charlie Sheen Show

§  One man wreck §  Brought #1 comedy to

complete halt §  Deranged Tweets,

interviews, rants §  Fueled gossip blogs for

months §  Results:

–  Charlie Survived/Sober –  FX gets new show – Anger

Management –  Comedy Central got a top

rated roast –  Ashton snagged a new job

#5 – Groupon’s Super Bowl Fumble

§  Some thought Super Bowl ad hilarious –  Timothy Hutton/Plight of

Tibet §  Other 99% – not so much –  Huge social-media multiplier

effect §  Full scale scandal, CEO

threw Crispin under the bus –  “Too edgy/entertaining, too

much trust” §  So who’s he going to blame

for that IPO

#4 – Social Media #FAILs

§  Kenneth Cole sticks fashionable foot in mouth

§  Af-Quacked: Gilbert Gottfried's inappropriate Tweets

§  F-bomb in tweet from @ChryslerAutos that criticized Detroit drivers

§  GoDaddy CEO Bob Parsons tweeting a video of himself shooting an elephant in Zimbabwe

#3 – BoA Tries to Make You Pay

§  Consumers still feel we are in a recession

§  Middle America angry about bailouts & bank profits

§  Occupy Wall Street was in full swing

§  BoA announces $5 monthly debit card fee –  “So tone deaf bordered on

stupidity” –  Abandoned scheme after

customer outcry

#2 – Frosty Reaction to Holiday Coca-Cola

Why? 1.  Confusion with Diet Coke –  So, fact sheet about differences created

2.  Swear that it tastes different – New Coke conspiracy??

3.  Ardent fans find the change in color blasphemous – Outrage shared on Facebook/Twitter – Don’t mess with tradition

#1 – Netflix Angers Everyone

§  July price increase announcement with scant explanation (60%+)

§  CEO Reed Hastings issues email apology in September with “I messed up,” consumers expected price rollback

§  Instead, announces spilt: –  Qwikster DVD by mail service

•  Bad name •  Failed to get @Qwikster Twitter handle!

–  Netflix streaming service §  Customers revolted, industry leaders

shook heads, Netflix abandoned plan §  Lost 1 million customers, $12 billion in

market value

2011’s Cheers@Meers

Julie Parker §  Senior Account Manager §  @JulesPHoo

Facebook Evolution and the Launch of Timeline or….Incoherent Ramblings

“How on Earth did we stalk our exes, remember our co-workers’ birthday, bug our

friends, and play a rousing game of Scrabulous before Facebook?”

The beginning…

§  Thefacebook.com launched Feb 4, 2004

§  Harvard University §  Required a university

email address §  By the end of the year,

reached 1 million users

features §  Profile §  Text-Only Wall §  Messages §  Poke §  Groups

ex. “Number 10 Party School in the Nation…I’ll Drink to That!”

Original profile

Pages over the years

2006

Notes  

Status  

2007

Events  

Mini  Feed  

Marketplace  

Ads  

2008

Tabs  

2010

Photo  Bar  

2011

Ticker  

Timeline

§  Unveiled at the f8 conference on September 22

§  Worldwide rollout began December 15

“Facebook’s Timeline…wanted to convey two feelings: The feeling of telling someone your life story, and the feeling of

memory -- of remembering your own life.”

--E.B. Boyd, FastCoDesign.com

Gems…

The real stuff…

What does it all mean?

But what does it really mean?

And…

Bottom line

2011’s Cheers@Meers

Allisyn Wheeler §  Channel Strategist

1.  Download a QR Scanner application onto your smart phone (QR Code Reader and Scanner, QR Reader for iPhone)

2.  Open application and scan the QR Code to learn more about me and follow me on Twitter

Quick Response Codes

What are QR Codes?

§  Specific matrix bar code (two-dimensional code) that is readable by smartphones

§  A way to digitally connect consumers of primarily non-digital content to the Internet – Conduit to more robust information, offers,

freebies, etc. – Provides a quick alternative to a consumer having to

type an actual URL into their web browser

A Brief History

§  Developed by Denso Wave in 1994 §  Widespread in Asia, have made inroads in Europe and are still

gaining traction in the U.S.

Total U.S. Population (June 2011)

73% own a mobile phone 40%

U.S. Mobile Phone Owners

73% own a smartphone

Scanned a QR code in June 2011 Comscore, August 2011

16%

Smartphone owners

16%  

Who is Using QR Codes?

§  Male, young-middle aged and upper income – Men are 25% more likely than the average mobile

phone user to scan a QR code (60.5% of the scanning audience)

– More than half of all QR code scanners are between the ages of 18-34 (53.4%)

– More than 1 of every 3 QR code scanners (36.1%) had a household income of at least $100,000

Comscore, August 2011

Source and Location

§  Nearly half of U.S. mobile phone users who scan QR codes do so from a printed magazine or newspaper –  35.3% from product packaging –  27.4% from a website on a PC –  23.5% from a poster/flyer/kiosk

§  58.0% of mobile phone users scan QR codes from their home –  39.4% from a retail store –  24.5% from a grocery store –  12.6% from public transit/while outside –  7.6% from a restaurant

Comscore, August 2011

Successful Executions

§  Call-to-action §  Instructions §  Set Expectations §  Be careful with time sensitive offers §  Keep measurement and evaluation in perspective §  Avoid making critical information accessible solely

through QR codes §  Make it worth the consumers while

Comscore, August 2011

The Hits

Calvin Klein

Victor Petit’s Resume

Tesco Home Plus

The Misses

Red Bull

Continental

Esquire

Nirvana's Nevermind 20th Anniversary Edition

2011’s Cheers@Meers

Sam Meers §  President §  @sammeerskc

A Piece of Cake

1983

http://youtu.be/spP5IAxsu5o

2011’s Cheers@Meers

Aubrey Ammon §  Channel Manager §  @aammon

Traditional OOH

“The 5th Screen”

Cinema in the Sky

Year In Review

§  Many large cities and 82% of U.S. states now allow digital billboards

§  By the end of 3rd quarter, Clear Channel had a total of 768 digital displays deployed in 37 U.S. markets, with more than 200 installed over the past year

§  Spending increased in 2011 (4.3% from 2010 to $4.8 billion) –  Newspapers: Dropped 7.6% –  Magazines: Dropped 5.6% –  Radio: Increased 2%

•  Still down 20.5% from 2007

Eyes On

§  Audience measurement was DECs past 75 years

§  EOIs are fairly new measurement – Based only on audiences actually seeing

your ads – Available for all major demographic audience

segments (age, gender, race, income) – Weekly impressions vs. Daily measures

Benefits??

§  High traffic locations §  No extra production costs – Vinyl is gone

§  Flexibility – Last minute updates

§  Latest technology – Dynamic content

Dynamic Content

§  Change messaging at the speed of the internet

Law Enforcement Support

§  FBI and OAAA launched a multi-state man hunt for the East Coast Rapist

§  The campaign proved successful –  Authorities credited the

apprehension of the suspect to the media blitz initiated by the 30-plus digital billboards

–  The story made national and international news

§  Since 2007, the FBI has credited digital billboards with the apprehension of 45 fugitives

Non-Profit Support

§  10-year anniversary of the observance of the moments on September 11, 2001

§  More than 450 digital billboards §  23 markets across the nation §  One hour and 17

minute takeover

Planes, Trains, Automobiles

§  Other Digital OOH

Airports

Bus Shelters

Malls

Gas Stations

What’s next?

1.  Growth in numbers –  More than 2,500 digital boards nationwide

2.  Steady decrease in prices –  Fallen nearly 20% in past couple of years as LEDs

become affordable 3.  Better energy efficiency –  Energy requirements cut in half over the past year

4.  Advertisers understand the value –  Dynamic Content – Cinema in the sky

5.  Boards look good over time –  Preserve through time, elements and still look good

2011’s Cheers@Meers

John Kreicbergs §  Director, Digital Strategy §  @patchchord

“Siri, you autocomplete me.”

Meet Siri

What We Know About Siri

§  Proprietary Apple search algorithm – Sources: Google, Yelp, Wolfram Alpha and

more

§  Great at sending emails, texts, setting reminders, calling contacts

§  No so great at more “esoteric” searches

Yes. There’s a blog for that.

http://shitthatsirisays.tumblr.com

Siri’s Impact On Search

§  SEM spending projected to reach $19.3 billion in North America in 2011*

§  Siri effectively bypasses SEM advertising §  Siri heavily relies on natural search data –  Page titles, descriptions, keywords & CONTENT

§  iPhone 4S sold over 4MM units in first week of release in October

§  25MM customers already using iOS 5

* Source: SEMPO State of Search Engine Marketing Report 2011