Social media is transforming how consumers interact with brands and make purchasing decisions. It allows for two-way dialogue between companies and customers rather than one-way broadcast communication. To succeed with social media, companies must adopt a new marketing philosophy that focuses on building relationships through open, social, and collaborative engagement with audiences. Measurement of social media involves tracking metrics like followers, interactions, and click-throughs to understand engagement and ROI. Examples are given of companies that have successfully used creative social media campaigns to raise brand awareness and reconnect with consumers.

1. WHAT IS SOCIAL MEDIA & WHY SHOULD WE CARE?
SOCIAL MEDIA AGGREGATION
Radar DDB
March 26, 2010
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3. Thought Starters
◼ In the last one to two months have you used magazines, radio, television or newspaper to
research a product or service you might want to buy?
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4. Thought Starters
◼ In the last couple of months please have you used the Yellow Pages?
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5. Thought Starters
◼ In the last one to two months have you used Google or another search engine?
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6. Thought Starters
◼ In the last couple of months, have you reached out to your network - friends, family
members, colleagues - in researching a potential purchase and an answer came back to you
though Skype, email, Twitter, LinkedIn, IM or some kind of network and it was a URL to a
Web site you visited?
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7. Consumer Shift
New Philosophy
What is Social Media?
Why Use Social Media?
Cool Stuff
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8. CONSUMER SHIFT
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9. THE SOCIAL INTERNET IS A
PROFOUND CHANGE
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10. Typical Internet User c1996
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Source: http://darmano.typepad.com/logic_emotion/2006/09/geek_20.html

11. Typical Internet User From 2006
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Source: http://darmano.typepad.com/logic_emotion/2006/09/geek_20.html

12. Consumer Behaviour Has Changed
◼ Canadians now spending more time online than watching TV
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13. Consumer Behaviour
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14. Consumer Behaviour
We know people are online.
But what are they doing there?
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15. Consumer Behaviour
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16. Consumer Behaviour
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17. Consumer Behaviour
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18. Consumer Behaviour
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19. Consumer Behaviour
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20. Consumer Trust
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21. Consumer Behaviour
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22. 400,000,000
PEOPLE ON FACEBOOK...
DOING SOME VERY COOL THINGS WITH BRANDS
http://www.welcometofc.com/
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23. 14,500,000
CANADIANS ON FACEBOOK
SECOND HIGHEST PERCENTAGE OF USERS ON FACEBOOK
FROM ANY COUNTRY
215,000
CANADIANS ON FACEBOOK HAVE
DECLARED AN INTEREST IN “MONEY”
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24. 50,000,000
UPDATES ON TWITTER. EVERY DAY
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25. NEW PHILOSOPHY
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26. RELATIONSHIPS

27. RELATIONSHIPS ENHANCE CAMPAIGNS;
CAMPAIGNS DO NOT CREATE RELATIONSHIPS
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28. THIS NEW MARKETING MEANS…
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29. BE HUMAN
Join your audience on their terms
THIS NEW MARKETING MEANS…
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30. BRAND IS CRITICAL!
BE HUMAN
What’s your promise? Your unique value?
Join your audience on their terms
How will you bring this to life?
THIS NEW MARKETING MEANS…
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31. BRAND IS CRITICAL!
BE HUMAN
What’s your promise? Your unique value?
Join your audience on their terms
How will you bring this to life?
THIS NEW MARKETING MEANS…
NO MORE SET & FORGET
Dialogue requires feedback
mechanisms, time, effort and
good conversational skills
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32. BRAND IS CRITICAL!
BE HUMAN
What’s your promise? Your unique value?
Join your audience on their terms
How will you bring this to life?
THIS NEW MARKETING MEANS…
NO MORE SET & FORGET COLLABORATION
Dialogue requires feedback Consumers want to feel a part of
mechanisms, time, effort and something bigger. Let them
good conversational skills
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33. BRAND IS CRITICAL!
BE HUMAN
What’s your promise? Your unique value?
Join your audience on their terms
How will you bring this to life?
THIS NEW MARKETING MEANS…
NO MORE SET & FORGET COLLABORATION
Dialogue requires feedback
mechanisms, time, effort and
good conversational skills
Go BIG or go home
Consumers want to feel a part of
something bigger. Let them
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34. New Marketing Philosophy
Global
Open
Social
Intelligent
Playful
Mobile
Instant
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35. SOCIAL MEDIA IS THE NEW MASS MEDIA
MARKETERS ARE NOW PUBLISHERS
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37. WHAT IS SOCIAL MEDIA?
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38. Definition
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39. Definition
◼ Social Media - media designed to be disseminated through social interaction, created using
highly accessible and scalable publishing techniques. Social media uses Internet and web-
based technologies to transform broadcast media monologues (one to many) into social
media dialogues (many to many).
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40. Definition
◼ Social Media - media designed to be disseminated through social interaction, created using
highly accessible and scalable publishing techniques. Social media uses Internet and web-
based technologies to transform broadcast media monologues (one to many) into social
media dialogues (many to many).
I prefer:
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41. Definition
◼ Social Media - media designed to be disseminated through social interaction, created using
highly accessible and scalable publishing techniques. Social media uses Internet and web-
based technologies to transform broadcast media monologues (one to many) into social
media dialogues (many to many).
I prefer:
◼ Social Media - how people socialize or interact with each other, around a variety of shared
interests, throughout the World Wide Web.
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42. Definition
◼ Social Media - media designed to be disseminated through social interaction, created using
highly accessible and scalable publishing techniques. Social media uses Internet and web-
based technologies to transform broadcast media monologues (one to many) into social
media dialogues (many to many).
I prefer:
◼ Social Media - how people socialize or interact with each other, around a variety of shared
interests, throughout the World Wide Web.
Source: Wikipedia - a social media
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43. Being Social is
Nothing New
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44. We’ve Been
Looking for
Connections for
Years
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46. Key Platforms
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47. Social Media is a Vehicle for:
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48. Social Media is a Vehicle for:
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49. Social Media is a Vehicle for:
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50. Social Media is a Vehicle for:
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51. Social Media is a Vehicle for:
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52. Social Media is a Vehicle for:
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53. Social Media is a Vehicle for:
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54. WHY SOCIAL MEDIA?
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55. acebook has the highest recall of advertising on its site –much higher
ypically seen within MarketNorms
Social Media Drives Awareness and Recall
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56. Social Media ROI
◼Companies engaged in social media enjoy higher revenues
and profits than their peers...across all industries
Altimeter Group + Wetpaint
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57. Social Media ROI
◼Online community members spend 54% more
eBay
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58. Why Consumers Follow Brands
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59. Why Brands Want Consumers to Follow Them
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60. Consumer Trust Has Shifted
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61. Measurement
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62. What Can We Count?
◼ Friends
◼ Fans
◼ Followers
◼ Interactions
◼ Views
◼ Reach
◼ Comments
◼ Blog Posts
◼ Click-Throughs
◼ Time
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63. What Can We Measure?
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64. COOL STUFF
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65. The Challenge - Increase model awareness and familiarity by reminding
consumers of all the Volkswagens on the road
"People think they know Volkswagen but we believe there
is a bigger story to tell about our brand, our commitment to
the American market and our expansive line of affordable,
German-engineered cars that are fun to drive. The
PunchDub campaign is aimed at reintroducing American
consumers to today's Volkswagen."
Tim Ellis, Vice President of Marketing
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66. The Idea - Raise the VW model profile by reminding people of that
nonsensical, sometimes painful, game many of us played as kids --
punching each other whenever a VW drove by.
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70. The Challenge - Bring a much loved brand out of the 1980s and create
relevancy with the modern day consumer.
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71. The Idea - Make the marketing for the game a game...a global game
pitting groups against each other in a battle for supremacy!
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73. More than 15m questions asked and answered
10 languages
3,500 non-stop days of engagement
9 years, 215 days, 8 hours and 24 minutes
Back in market as a battle of the ages (over and
under 30)
...and the women won
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74. WRAP UP
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75. Key Takeaways
◼ Consumer behaviour has changed
◼ Explore and consider the social media space as a marketing venue
◼ There is a new philosophy for marketing
◼ Marketers must think differently in order to win
◼ Social media can mean many things
◼ But it’s not something to be scared of
◼ The industry is moving forward
◼ Those who do not participate miss out on experience, data, insight
◼ Social media can deliver ROI
◼ It is easy to integrate into your planning
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76. WHAT’S NEXT?
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77. WHAT’S NEXT?
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78. WHAT’S NEXT?
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79. WHAT’S NEXT?
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80. WHAT’S NEXT?
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81. WHAT’S NEXT?
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82. WHAT’S NEXT?
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83. WHAT’S NEXT?
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84. QUESTIONS?
Ed Lee
Director, Social Media
Radar DDB Toronto
ed.lee@radarddb.ca
(416)972-5829
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