Slideshow associated with CM Webinar, 8/10/09, presented by Scott Shamberg

1. How to Reach Consumers Who Won’t Sit Still Distributing Brand Experiences

2. Join the Conversation on twitter. Please include #sitstill in your tweets. search.twitter.com#sitstill Scott Shamberg @shamberg Allyson Hohman @aliho99 Critical Mass @criticalmass

3. Experiences, we all have them. Hundreds of them. They define our likes, our loves and our lives. Some experiences are good, some bad, some are even questionable, but we care about are the valuable ones because they happen on OUR terms. How do you create an extraordinary experience as a brand? Give consumers the content they want when they want it. In other words, be ON DEMAND .

4. Defining “ On Demand ”: Consumers expect you to be available whenever they want – the instant provision of service, information or entertainment. Being equipped with the right messaging in the right place when the consumer chooses to engage is being ON DEMAND .

6. Defining Characteristics Boomers are idealistic, competitive and question authority. They work to stand out from the crowd and put their own stamp on things Generation Xers are eclectic, resourceful, self reliant, skeptical and highly adaptive to both change and technology Millennials are globally concerned, collaborative, realistic, media savvy and environmentally conscious

8. The creation of an On Demand Framework is essential .

9. 1.0 On demand brands are insightful. The act or result of apprehending the inner nature of things or of seeing intuitively . Merriam Webster

10. insightful

11. 2.0 On demand brands are remarkable. “ Half-measures simply won't do. The only way to grow is to abandon your strategy of doing what you did yesterday, but better. Commit.” Seth Godin

12. remarkable

13. 3.0 On demand brands are valuable. “ Frequent online purchasers are more likely to spend more money at Web sites that offer personalization…” Cyber Dialogue

15. 4.0 On demand brands are dynamic. “ 2.83 million pieces of new content are posted every day…” Nielsen BuzzMetrics

16. dynamic

17. 5.0 On demand brands are portable. “” I'm on a Virgin America plane heading to NYC—with onboard wifi it's like a flying office” Biz Stone - Twitter

18. =

19. 6.0 On demand brands are conversational. “ " Online media has transformed into a social and interactive experience, and brands are anxious to target messages to the active consumer audiences that are flocking to these platforms.“ Rob Crumpler, CEO of BuzzLogic

21. 7.0 On demand brands are everywhere.* “ Consumers don’t see the difference between marketing channels. They just see the brand and then use the channel that’s most convenient for them at that time” eMarketer * Everywhere they need to be

22. Everywhere

24. Opportunity Score CM We look at three things: Penetration What’s the penetration of a channel against the target audience? Perception What is the consumer perception of a channel among the target? Potential Can we successfully market to them in a particular channel?

25. Distribution Mapping

27. Key Takeaways Start with the customer Evaluate penetration, perception and potential Place your bets Authentic authority Be flexible

28. Scott Shamberg, SVP [email_address] http://www.slideshare.net/CM1234 search.twitter.com#sitstill Scott Shamberg @shamberg Allyson Hohman @aliho99 Critical Mass @criticalmass