PEOPLE ARE THE MEDIA: ENGAGEMENT, INFLUENCE, ACTIVATION ERIC WEAVER, TRIBAL DDB CANADA

2

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? ?

3 ? AM I DOING THIS RIGHT?

SHOULD I BE EXPECTING MORE FANS?

MORE DIALOGUE?

WILL MORE PEOPLE EVENTUALLY “SEE” US?

WE ARE IN THE MIDST OF A

PROFOUND CULTURAL SHIFT

4

5

NUMBER OF PEOPLE JOINING LINKEDIN DAILY

67,000+

500, 000, 000

PEOPLE ON FACEBOOK

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SOURCE: FACEBOOK

830,000+ PEOPLE JOIN FACEBOOK EVERY SINGLE DAY

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2006 POPULATION OF EDMONTON

730,372

55 NUMBER OF MINUTES THE AVERAGE USER SPENDS EACH DAY ON FACEBOOK

8

1,500,000+ ORGANIZATIONS HAVE A FACEBOOK FAN PAGE

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20,000,000+ PEOPLE JOIN A FAN PAGE EVERY DAY

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

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.

0.19%

14

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.

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

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.

MAXWELL HOUSE: GOOD TO _________

19

(?)

20

MONOLITHIC MESSAGES WORKED WHEN WE HAD: LIMITED PRODUCT CHOICE

LIMITED MEDIA CHANNELS

LONGER BRAND INTERACTIONS

HIGHER BARRIERS TO ENTRY

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.

THE CONSUMER IS NOW FIRMLY IN CONTROL

22 CO

NSUM

ER A

BILI

TY T

O P

UBLI

SH

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.

91% OF PEOPLE GLOBALLY WILL BUY FROM COMPANIES BASED ON TRUST

23

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?

CHANGING PRIORITIES: “How important are these factors to corporate reputation?”

24

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

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.

27

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

MANY MORE FEEL THEY DON’T HAVE TIME FOR

“ONE MORE THING.”

Computer-based graphic design, 1986

Email marketing, 1996 Web marketing, 1997

28

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.

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.

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

1

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.

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

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?

36

LOOKBOOK.NU

LEVERAGE CO-CREATION OPPORTUNITIES

Brand enthusiasts may be pushing your product

without your knowledge. By listening, you can

identify & empower them.

FREEBIES

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GOOGLE ALERTS

SAMEPOINT

SOCIALMENTION

BLOGPULSE

TECHNORATI

FILTRBOX

YACKTRACK

TWITTER SEARCH

TWENDZ

Limited data, limited insights

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

39 SCOUTLABS

40 SCOUTLABS

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YOU CAN’T JOIN A CONVERSATION ABOUT YOUR OFFERING WITHOUT AN ENTRY POINT.

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

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

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

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.

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 —

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?

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.

52

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.

ACTIVATION

54

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.

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

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

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.

AW

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TI

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PA

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SO

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PU

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YA

LT

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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

PRINT

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.

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

SLIDESHARE.NET/ WEAVE

@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.

THANK YOU. AND QUESTIONS.

FOR COUNSEL ON HOW TO SOCIALIZE YOUR ENTERPRISE, CONTACT HELENE LEGGATT AT 780-917-6600.

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