Download - People are the Media (DDB Edmonton Edition)
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PEOPLE ARE THE MEDIA: ENGAGEMENT, INFLUENCE, ACTIVATION ERIC WEAVER, TRIBAL DDB CANADA
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YOU’RE ON LINKEDIN.
YOU’RE TWEETING. SET UP A FAN PAGE. POSTED SOME VIDEOS TO YOUTUBE.
IF YOU’RE LIKE MANY OTHERS, YOU’RE ASKING…
NOW WHAT? ?
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3 ? AM I DOING THIS RIGHT?
SHOULD I BE EXPECTING MORE FANS?
MORE DIALOGUE?
WILL MORE PEOPLE EVENTUALLY “SEE” US?
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WE ARE IN THE MIDST OF A
PROFOUND CULTURAL SHIFT
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NUMBER OF PEOPLE JOINING LINKEDIN DAILY
67,000+
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500, 000, 000
PEOPLE ON FACEBOOK
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SOURCE: FACEBOOK
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830,000+ PEOPLE JOIN FACEBOOK EVERY SINGLE DAY
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2006 POPULATION OF EDMONTON
730,372
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55 NUMBER OF MINUTES THE AVERAGE USER SPENDS EACH DAY ON FACEBOOK
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1,500,000+ ORGANIZATIONS HAVE A FACEBOOK FAN PAGE
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20,000,000+ PEOPLE JOIN A FAN PAGE EVERY DAY
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50% PEOPLE WHO ARE MORE LIKELY TO BUY IF ENGAGED VIA SOCIAL SITES
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CHADWICK MARTIN BAILEY, FEB 2010
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4x FACEBOOK, APRIL 2010
LIKELIHOOD OF JOINING A SITE VIA FACEBOOK CONNECT VS NORMAL SIGNUP
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66% PERCENTAGE OF BRAND TOUCHPOINTS ARE NOW GENERATED BY CUSTOMERS MCKINSEY QUARTERLY, JULY 2009
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13 FLICKR.COM/PHOTOS/RREIS
CAPTIVE > ACTIVE DEFERENCE > REFERENCE
HERD > SWARM
FLICKR.COM/PHOTOS/HUTCHIKE
Captive audiences have given way to active ones. Customers deferred to big
brands for value messages – now we refer to our friends.
And advertisers often treated audiences like herd animals
– in reality they act much more like a swarm. No one
force guides them.
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0.19%
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6.49%
CLICKTHROUGH RATE FOR AVERAGE BANNER AD
CLICKTHROUGH FOR AVG FACEBOOK WALL POST VITRUE, AUGUST 2009
FORRESTER, 2008
Trust between peers drives an activation rate 38x that of the intrusion model.
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LET’S TAKE A FRESH LOOK AT THIS BUSINESS OF MARKETING
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CONVEYING VALUE THROUGH OUTBOUND MARKETING HAS WORKED FOR 150 YEARS
MARKETING IS A $1 TRILLION PRACTICE GLOBALLY
EVERY NICHE HAS EVOLVED INTO A SOPHISTICATED CHANNEL
EFFECTIVE MARKET IMPACT EQUALS JOB SECURITY
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WINSTON TASTES GOOD LIKE A ______________________
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When I was a kid, we had three TV stations, one newspaper. Got home at 5:30pm. No work-related calls at home. Maybe four major cigarette
brands. Easy to remember a tagline.
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MAXWELL HOUSE: GOOD TO _________
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(?)
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MONOLITHIC MESSAGES WORKED WHEN WE HAD: LIMITED PRODUCT CHOICE
LIMITED MEDIA CHANNELS
LONGER BRAND INTERACTIONS
HIGHER BARRIERS TO ENTRY
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ORGANIC, SOCIALLY-JUST, SOY HALF-CAFF, MOCHA FRAPPA WHATEV…
NO FOAM NO WHIP NO SLEEVE
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But now we can get pretty much whatever we want, whenever. That expectation has been set. And you’ve seen how people can become
completely unglued when their latte is made incorrectly.
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THE CONSUMER IS NOW FIRMLY IN CONTROL
22 CO
NSUM
ER A
BILI
TY T
O P
UBLI
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ORIGINAL VERSION: AGENT WILDFIRE
We can’t fight time starvation. Attention is a tough ask. We can’t stop product choice or media
clutter. But we CAN leverage consumer
publishing and build trust.
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91% OF PEOPLE GLOBALLY WILL BUY FROM COMPANIES BASED ON TRUST
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77% PEOPLE WHO REFUSE TO BUY FROM COMPANIES THEY DISTRUST
EDELMAN PR, 2009
Trust drives preference, and ultimately, transactions. So do your marketing
efforts engender trust — or destroy it?
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CHANGING PRIORITIES: “How important are these factors to corporate reputation?”
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Quality products & services
Attentive to customer needs
Strong financial performance
Fair pricing
A well-known brand
Good employee relations
Socially responsible
Visible CEO
Dialogue with stakeholders
Employee/CEO blogs
53%
47%
42%
38%
37%
35%
33%
23%
23%
12%
Transparent & honest practices
Company I can trust
High-quality products/services
Communicates frequently
Treats employees well
Good corporate citizen
Prices fairly
Innovator
Top leadership
Financial returns
83%
83%
79%
75%
72%
64%
58%
48%
47%
45%
US 2006 US 2010
EDELMAN TRUST BAROMETER, 2010 These three key factors are best
served by social content.
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TRUST IS TODAY’S KEY TO REVENUE, AND SOCIAL CHANNELS ENABLE US TO ENGAGE IN WAYS THAT BUILD TRUST—AND LEVERAGE THE PRE-EXISTING TRUST BETWEEN PEERS.
FLICKR.COM/PHOTOS/POWERBOOKTRANCE
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MANY REMAIN SKEPTICAL
26 PHOTO: FLICKR.COM/PHOTOS/YUGENRO
A lot of Boomers still are confused about the value of social channels. It’s because of our generational lens. And no one has really explained
the cultural shift in terms that Boomers can relate to.
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BOOMERS All about propriety. We were trained in formalities, taught to never offend. Oversharing is “weak.” Guarded = safe. And your suit & tie is a sign of trustworthiness.
GENS X&Y All about affinity. Formalities are ignored, sharing means being found, and they grew up with Google. Your suit & tie = untrustworthy.
2010 THE YEAR MILLENIALS WILL SURPASS BOOMERS IN THE WORKFORCE
PHOTO: FLICKR.COM/PHOTOS/KATINALYNN
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MANY MORE FEEL THEY DON’T HAVE TIME FOR
“ONE MORE THING.”
Computer-based graphic design, 1986
Email marketing, 1996 Web marketing, 1997
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Remember the graphic designers who refused to adapt to a computer? I remember my CFO asking why we needed Internet email when we had
voicemail. And remember when we started needing HTML programmers in Marketing? It’s time to adapt again – especially in a recession.
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SO HOW DO I TAKE MY ORGANIZATION’S SOCIAL MEDIA TO THE NEXT LEVEL?
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DDB° SIX STEPS TO SOCIAL
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1. STUDY 2. LISTEN 3. PUBLISH 4. ENGAGE 5. INFLUENCE 6. ACTIVATE Many organizations have
gotten into social media primarily to publish (the old outbound model). But there
are better opportunities.
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STUDY & PLAN
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KNOW YOUR ORGANIZATIONAL GOALS
KNOW YOUR BRAND VOICE AND MANNER
LEAD THE CONVERSATION WITH LEGAL ABOUT RISK & PRIVACY
DETERMINE INQUIRY HANDLING
DETERMINE EMPLOYEE GOVERNANCE
PLAN FOR REPUTATIONAL CRISES
DETERMINE METRICS
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1 STUDY & PLAN
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MASHABLE.COM
CASESTUDIESONLINE.COM
SOCIALMEDIAGOVERNANCE.COM
WOMMA.ORG
FORRESTER MARKETING SUMMIT
@KDPAINE
@JOWYANG
@ARMANO
@AMBERCADABRA
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APRIL 2009 4,487 GURUS
DECEMBER 2009 16,000 GURUS
BL OCHMAN, DEC 2009
After Oprah started on Twitter, self-appointed “gurus” quadrupled. Be
careful of whom you turn to. A prolific publisher does not equal an effective marketer.
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2 LISTEN
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NOW THAT WE UNDERSTAND THE RISKS AND REWARDS, WHAT SHOULD WE LISTEN FOR?
RAPID RESPONSE TO PR CRISES, SALES OPPORTUNITIES
DETERMINE SENTIMENT, MOTIVE, ASSOCIATED TOPICS, SHARE OF VOICE
CORRECT MISPERCEPTIONS
IDENTIFY BRAND CHAMPIONS
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PERCENTAGE OF COMPANIES THAT HAVE IMPLEMENTED SOCIAL MONITORING PLATFORMS
54%
E-CONSULTANCY, SOCIAL MEDIA AND PR REPORT, NOVEMBER 2009 35
PERCENTAGE THAT HAVE NO IDEA
46% Ummm…during the Greatest
Recession of Our Lives? Srsly?
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LOOKBOOK.NU
LEVERAGE CO-CREATION OPPORTUNITIES
Brand enthusiasts may be pushing your product
without your knowledge. By listening, you can
identify & empower them.
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FREEBIES
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GOOGLE ALERTS
SAMEPOINT
SOCIALMENTION
BLOGPULSE
TECHNORATI
FILTRBOX
YACKTRACK
TWITTER SEARCH
TWENDZ
Limited data, limited insights
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PAID TOOLS
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SAS SMA
CYMFONY
VISIBLE TECHNOLOGIES
RADIAN6
SYSOMOS
SCOUTLABS
MOTIVEQUEST
LIFT9
Deeper data samples; better results; partnerships with Google, Facebook; rich media & comments; multiple languages
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39 SCOUTLABS
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40 SCOUTLABS
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YOU CAN’T JOIN A CONVERSATION ABOUT YOUR OFFERING WITHOUT AN ENTRY POINT.
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3 PUBLISH
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NOW THAT WE CAN HEAR OUR MARKET, WHAT SHOULD WE PUBLISH?
TIME-RESPECTFUL CONTENT, HIGHLY TAGGED AND EASILY CONSUMED
THOUGHT LEADERSHIP
PROOF POINTS
PERSONALITY & STORYTELLING PIECES
HOW-TOS AND GUIDES
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4 ENGAGE
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NOW THAT WE’RE PUBLISHING, HOW DO WE INTERACT?
CREATE ENGAGEMENT GUARDRAILS & GOVERNANCE
CREATE OPPORTUNITIES TO INTERACT WITH THE CONTENT
HEAR & RESPOND
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TYPE OF RESPONSE
TYPE OF COMMENT
LOCATION
ONLINE REPUTATION RESPONSE PROCESS: EXTERNAL SITE / SOCIAL VENUE
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ON-SITE POST
EXTERNAL POST
BASHING / DEGRADING
RANT / SATIRE
ERRORS / MISGUIDED
NEGATIVE EXPERIENCE
POSITIVE COMMENT?
MONITOR SILENTLY
CONCUR PUBLICLY
RESPOND POSITIVELY
RESPOND WITH FACTS
RECTIFY EXPERIENCE
BASED ON US AIR FORCE WEB POSTING RESPONSE ASSESSMENT V2.0
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TYPE OF RESPONSE
TYPE OF COMMENT
LOCATION
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ON-SITE POST
EXTERNAL POST
BASHING / DEGRADING
RANT / SATIRE
ERRORS / MISGUIDED
NEGATIVE EXPERIENCE
POSITIVE COMMENT?
MONITOR SILENTLY
CONCUR PUBLICLY
RESPOND POSITIVELY
RESPOND WITH FACTS
RECTIFY EXPERIENCE
ONLINE REPUTATION RESPONSE PROCESS: ORGANIZATIONAL SITE
You may decide to create a separate process for comments that appear on your organization’s site.
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AND THEN THERE’S WIKIPEDIA
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Realities: anyone can edit. All edits are tracked. There are THOUSANDS of people
who spend HOURS UPON HOURS tweaking articles. These edits are often
based upon whimsy. Engage carefully and transparently.
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TOOLS LIKE WIKIWATCHER TRACK CLANDESTINE WIKI EDITING AND LINK CHANGES BACK TO ORGANIZATIONS
— TRANSPARENCY IS CRUCIAL —
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5 INFLUENCE
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NOW THAT WE’RE INTERACTING, HOW CAN WE CREATE INFLUENCE?
HOW CAN WE ENABLE LIKING, FANNING, AND FORWARDING?
HOW CAN WE IDENTIFY THOSE WITH THE GREATEST INFLUENCE AND ENGAGE THEM?
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25,000,000,000
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NUMBER OF ITEMS SHARED BY FACEBOOK USERS EVERY MONTH
FACEBOOK, APRIL 2010
That’s a boatload of influence. Your brand, your value, and your content should be creative and compelling enough to be a part of this massive,
trust-based global sharing.
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FIFTH HIGHEST SALES DAY EVER FOR VIRGIN AMERICA THROUGH
“PROMOTED TWEETS” (APRIL 20, 2010)
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DDB Canada did an opportunistic campaign called ¡Hola Palooza! in which we worked to get Mexican tourists to consider Canada. So our
Radar team hit the airport and enthusiastically welcomed Mexicans and shared their reactions on YouTube. Click the image to view.
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ACTIVATION
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HOW CAN OUR INFLUENCE INSPIRE ACTION?
WHAT BRAND OR PRODUCT ADVOCACY HAVE WE GENERATED?
HOW DO THOSE ACTIONS AMPLIFY OUR VALUE?
6
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“I COULD HAVE JUST NAMED THIS THING THE VX150 OR ZI8. BUT I THOUGHT THAT THE PEOPLE WHO BUY THE PRODUCT SHOULD COME UP WITH SOMETHING MEANINGFUL TO THEM.” – JEFFREY HAYZLETT,CMO, KODAK
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DDB Canada created an integrated campaign for Knorr’s Sidekicks meal accompaniment products. The traditional media was meant to
creatively build brand affinity and awareness of this healthy, low-sodium product. Click the image to view the video.
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In addition, we were asked to bring Salty to life in social media, to
extend the campaign long after the spots had been pulled. Our Radar
team engaged on Twitter, Facebook, YouTube and even
ChatRoulette using Salty’s “voice.”
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ChatRoulette users were likely surprised to randomly connect with a salt and pepper shaker.
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Salty’s been featured in numerous blogs and in traditional press.
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People have uploaded videos of their kids interacting with the salt shakers
– some videos have received thousands of views.
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Fan art started appearing out of the blue on sites like DeviantArt.
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Consumers even starting staging photo shoots with recently purchased
Salty and Pep shakers.
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Yes, even pasta art was submitted.
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SALTYʼS SOCIAL CAMPAIGN RESULTS
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6000 FACEBOOK FANS
400,000+ VIDEO VIEWS
1000 TWITTER FOLLOWERS
18,000 SALTY & PEP SHAKERS SOLD IN FIRST 25 DAYS
HIGHEST SITE TRAFFIC EVER
SIDEKICKS SALES ROSE BY 10%
SIDEKICKS SURPASSED UNCLE BENʼS AS #1 BRAND IN MEAL ACCOMPANIMENTS
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SALTYʼS SOCIAL CAMPAIGN LEARNINGS
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ENGAGEMENT DEMOGRAPHIC 70% FEMALE, 30% MALE – 62% WERE AGED 25-34
HUMOROUS TWEETS RECEIVED MORE ATTENTION THAN BRAND MESSAGES
USERS WERE ATTRACTED MORE TO CONVERSATIONAL TOPICS AND LEADING QUESTIONS
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TRADITIONAL AND SOCIAL REINFORCE ONE ANOTHER
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Traditional and social efforts work incredibly well together. Traditional can create and supercharge a conversation, and social can it post-campaign.
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AW
AR
EN
ES
S
NE
ED
D
ET
ER
MI
NA
TI
ON
EV
AL
UA
TI
ON
/C
OM
PA
RI
SO
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PU
RC
HA
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LO
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LT
Y
DOT-COM SITE
Integrated Traditional/Social Marketing Mix
STORYTELLING
FACEBOOK FAN PAGE
SEO RECIPES
COMPANYBLOG(IP)
BRANDEDSITE
EXTERNALMKTG‐MANAGEDPRESENCE
EXTERNALTHIRD‐PARTYSITE
TRADITIONALMEDIA/PR
HELPFULRESOURCES
COMMENTS
RETAIL
ONLINESAMPLING
TOPICAL COMMUNITIES: IP, HELPFUL TIPS
OUTDOOR
PRODUCT LAUNCH
MICROSITE
ONLINE
EVENTS
E‐COMMERCEPARTNER
EXTERNAL BLOGS: IP, TIPS
YOUTUBE CHANNEL: STORYTELLING, IP
PR
SAMPLINGPGMS
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Social can also help push distracted consumers through the funnel by providing
proof points and helpful information at various stages of purchase consideration.
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DDB Canada created a campaign for Canadian Tourism called Locals Know: the idea being that locals know the best spots and
hidden gems to visit. We built LocalsKnow.ca and used traditional media to ask Canadians to post video “commercials” of their favorite local destinations there, leveraging consumer co-creation and trust.
Click the image to view the video.
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LOCALS KNOW CAMPAIGN RESULTS
OVER 4000 USER-GENERATED “COMMERCIALS” UPLOADED
450,000 UNIQUE VISITORS TO LOCALSKNOW.CA
2,200,000 PAGE VIEWS
2.7 MILLION CANADIANS BOOKED A TRIP WITHIN CANADA
FORBES MAGAZINE CALLED IT ONE OF THE TOP TEN TRAVEL CAMPAIGNS OF ALL TIME
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SUMMARY POINTS
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AUDIENCES HAVE CHANGED FASTER THAN WE’VE REACTED
TRUST DRIVES PREFERENCE, TRANSACTIONS & REPUTATION
OUR LENSES CLOUD OUR PERCEPTION OF THIS CHANGE
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REEXAMINE MARKETING IN TERMS OF DIALOGUE, TRUST, ENGAGEMENT, INFLUENCE
LET YOUR AUDIENCE CO-CREATE
CONSIDER A STEPPED APPROACH
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SOCIAL AND TRADITIONAL TURBOCHARGE ONE ANOTHER AND SHOULD BE PLANNED TOGETHER
GIVE YOURSELF TIME
THINK MARKETING ENERGY, MORE THAN MARKETING SPEND
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SLIDESHARE.NET/ WEAVE
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@WEAVE @RADARDDB
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DDB IS THE WORLD’S LARGEST ADVERTISING AGENCY BY REVENUE, WITH 200 OFFICES IN 90 COUNTRIES.
TRIBAL DDB IS THE AWARD-WINNING DIGITAL DIVISION OF DDB, WITH 56 OFFICES AND 1200 EMPLOYEES WORLDWIDE.
RADAR IS OUR SOCIAL BUSINESS SPECIALTY AREA. OUR 20-PERSON RADAR TEAM IN VANCOUVER CREATES AWARD-WINNING SOCIAL PROGRAMS FOR NUMEROUS ORGANIZATIONS.
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THANK YOU. AND QUESTIONS.
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FOR COUNSEL ON HOW TO SOCIALIZE YOUR ENTERPRISE, CONTACT HELENE LEGGATT AT 780-917-6600.
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