respect the internet _2011

_takeaways from the 2nd Annual RTI Event

Respect the Internet

Ketchum’s 2nd annual day-long conversation / debate about the role companies can (and should or should not) play in shaping online culture

Speakers from Reddit, ESPN.com, Boing Boing, Buzzfeed, Icanhascheezburger and more

7,000+ live-streams; 100,000+ reach on Twitter

All recorded content available at Respecttheinternet.com

Respect the Internet

_Target People, not the Internet

The Internet is not the medium; rather, people are the medium. 

People share content, purchase goods and join Internet communities based on their actual interests.

Marketers mistakenly objectify online audiences when they ignore their interests.

Dr. David Weinberger, co-author of The Cluetrain Manifesto

_Hire Traitors

Companies have profit motives while consumers do not. The Internet has exacerbated this disparity. 

For companies to be believed, marketing and communications companies need employees who will tell the truth. 

“Traitors" provide transparency for smart online consumers.

Hire “Benedict Arnolds” to Represent consumer interests

_What is “Authentic?”

Given the profit motive of most companies, “authentic” in regards to a company or brand has lost meaning.

Companies underestimate the ability of savvy consumers to identify inconsistencies between brand promises and company actions.

Companies must strive for consistency and transparency online and offline.

_Remember What a "Conversation" Is

When monitoring online exchanges, companies should stay away when not answering consumer needs or meanfully adding to conversations.

Act only upon those mentions, tweets, posts or comments that are for your company, not about it. Erik Martin, Reddit &

Jeff Simmermon, Time Warner Cable

Erik Martin, Reddit &Jeff Simmermon, Time Warner Cable

_Apologize

"When something can and does go wrong, someone will probably complain about it online." – A digital corollary to Murphy’s Law

Online negativity can be damaging to reputation and stock price if not well managed. 

Brands should apologize online without admitting legal culpability. 

A simple apology often diffuses a volatile situation and earns brand advocates.

_Companies, Identify Yourselves

Communities like Facebook and LinkedIn place priority on user identity, while forums like Reddit, 4chan and Buzzfeed value anonymity.

Google + and Twitter offer the flexibility to choose real names or pseudonyms.

However, this flexibility does not apply to companies.

Brands should always identify themselves online or risk a serious backlash.

Marty Cooke, chief creative officer, U.S., RAPP; Kristen Engberg, principal at Grassroots Solutions; Mark Horvath, founder of InvisiblePeople.tv

_Stop Asking for "Branded" Movements

Companies rarely, if ever, begin a true movement.

Instead, companies act as the accelerant for a movement by catalyzing action, solidifying a collective identity and empowering cause evangelists. 

Brands should often quiet their own message when supporting a movement.

_Support Organic Movements Companies should seek to support organic causes rather

than creating branded, controlled CSR efforts.

Ideally, companies support causes to build goodwill affinity, not to create advertisements or sell products.

A hallmark of a transparent brand-cause relationship is the brand asking nothing in return for their support.

_Enter Communities Where Your Brand Fits in

Geography is no longer the sole indicator of "place."

Online communities with shared affinities provide a real locale, forum or safe place for members.

Brands must research and understand the tone and conventions of a community before entering.

Make sure your brand's value proposition aligns with an existing community need or want; a misaligned message will be met with criticism. 

Cole Stryker, Author, Epic Win for Anonymous;Chris Menning,Viral Media Researcher, Buzzfeed;Rob Beschizza, Managing Editor, Boing Boing

_Cultivate Online Advocates through Slower Relationship-Building

Brands demanding quick spikes in online engagement to prove ROI miss out on forging authentic, enduring relationships. 

Communities need time to absorb a brand's message.

If the budget allows, shift measurement goals from immediate transactional benefits to durable, longer-term relationships.

_spike in engagement

_Pursue Influential Communities, Not Big Ones

How many of Facebook's nearly one billion users joined the site to follow a brand?

Focus on the impact of an online community, not its overall size.

A relatively small community of dedicated brand evangelists will provide a demonstrably greater impact than a higher volume of users who only "like" the brand's Facebook page.

_Value-Added Content

Online communities will seek out and pay for value-added content.

Brands that help enrich the

experience of niche and paid communities will win super-advocates.

However, brands must first

identify their own value-proposition.

Misguided approaches infringe on the monetary relationship between consumer and community.

Todd Sawicki, Chief Revenue Officer, Cheezburger Network;Gary Hoenig, GM & Editorial Director, ESPN Publishing;Greg Goodfried, President and Co-founder, EQAL

_ Customize Your Brand's Digital Mix

The Internet has much to offer for companies and brands beyond social networking sites like Facebook and Twitter.

Brands and marketers need to educate themselves on the wide variety of online platforms, tools and communities to find their ideal digital mix.

respect the internet _2011

_takeaways from the 2nd Annual RTI Event

Jonathan KoppPartner & Global Director

@jonathankopp

jonathan.kopp@ketchum.com