Who isn't curious about social media's impact on marketing? Here's a presentation we use to start a productive conversation with clients around why and how marketing and advertising have evolved, and how this affects personal and corporate behavior online. If you're interested, we'd love to walk you through this, over the phone or in-person. Look us up: http://helloviking.com. Or http://twitter.com/helloviking.

1. April 2009
You+your
corporation
+your customers
Best practices for online
and social network marketing

2. Agenda
1. Marketing: Old vs. New | Then vs. Now
Empowered Consumers
Data
Inter-action
2. You+Your Corporation+Your Customers
“The Brand of You Being You” vs.
“The Brand of You, The Employee” vs.
“The Corporate Brand”
3. Resources

3. Marketing then

4. Marketing now

5. Empowered Consumers

6. Empowered Consumers

7. http://www.youtube.com/watch?v=CvVp7b5gzqU

9. “...the number of blog readers has jumped to 57
million American adults, or 39% of the online pop-
ulation,” according to a July 2006 Pew Internet Study.
Technorati currently states it is tracking over 112.8
million blogs (April, 2007) and, “120,000 new blogs
are created every day.”
“YouTube reports serving over 100 million videos
per day,” according to TechCrunch, July 2006.

10. Listening = Customer Service = Marketing
Listening is a positive, useful reaction to
Consumer Empowerment.
“Beyond being able to pay our bills and make our
financial goals, we're not actually that focused on
getting customers to shop and purchase from us
whenever possible. Instead, we’re interested in
forming lifelong, meaningful relationships with
our customers, so the more engaged our customers
are, the more likely that will happen.”
—Tony Hsieh, CEO, Zappos

11. Data

12. Nielsen @Plan example

13. Nielsen @Plan example
Let’s compare people
who’ve been in our store

14. Nielsen @Plan example
vs. People who say
they talk to their friends a lot
about the products we sell

15. Nielsen @Plan example
How do these two audiences
compare to the average, U.S.
adult using the Internet?

16. Nielsen @Plan example

17. Data tells us the people we’re trying to reach
seem to like video games a lot more than the
average U.S. adult on the Internet.

18. Nielsen @Plan example

19. Data tells us the people we’re trying to reach
create and publish their own content. Hmm...

20. Data helps us
in the digital age.

21. Data helps us
create
in the digital age.

22. Data helps us
know who cares
in the digital age.

23. Data helps us
know why they care
in the digital age.

24. Data helps us
know when they care (more, or less)
in the digital age.

25. Data helps us
know where and what they’re doing when they care
in the digital age.

26. Data helps us
test what makes a person take action
in the digital age.

27. Data helps us
tell more relevant, timely stories
in the digital age.

28. Inter-action

29. You

30. You Them

31. Us

33. Inter-action is...
An expectation
Reciprocity
Courtesy
Conversation
Response
Measurement
Research
Understanding
Dynamic
Involving
(Above all) Human

34. Inter-action takes form as...
Sharing
Crowd sourcing
Blogging
Micro blogging
Commenting
Embedding
Linking
Tagging
Rating
(Above all) Participation

35. Agenda
1. Marketing: Old vs. New | Then vs. Now
Empowered Consumers
Data
Inter-action
2. You+Your Corporation+Your Customers
“The Brand of You Being You” vs.
“The Brand of You, The Employee” vs.
“The Corporate Brand”
3. Resources

36. *David Armano via AdAge.com

37. “Ordinary people having micro influence in this
macro medium we call the Internet. [But you
need to appreciate] the potential risks and
downside of this activity as it can relate to
your full time profession—especially if you are
not self-employed.”
—David Armano

38. http://www.youtube.com/watch?v=9j4yzfC6ijY

39. “If you are going to have your company play on
the social web, then you have to be ready to
play a full contact sport which includes
unpredictable scenarios. [The social web is]
powered by people and people are messy.
People also tend to be more loyal to other
people than they are to faceless organizations.”
—David Armano

40. The Brand of You,
Being You
The Brand of You,
Topic/Issue ->
The Employee
The Corporate
Brand
For any opportunity in the social space, you
need to consider which persona is effected,
which is best for engaging (or not) and what
might result by participating.

41. The Brand of You,
Being You
The Brand of You, <- Audience(s)
Topic/Issue ->
The Employee
The Corporate
Brand
Then you need to consider how various
audiences may react to your participation, and
not just immediately but well into the future.

42. The Brand of You,
Being You
The Brand of You, <- Audience(s)
Topic/Issue ->
The Employee
The Corporate
Brand
And if the opportunity has more of a corporate
focus, then perhaps the organization needs to
create dialogue internally around how
employees ought to participate.

44. “By Wednesday afternoon, the video had
been viewed more than a million times on
YouTube. References to it were in five of the
12 results on the first page of Google search
for “Dominos,” and discussions about
Domino’s had spread throughout Twitter.”

45. The Brand of You,
Being You
The Brand of You, <- Audience(s)
Topic/Issue ->
The Employee
The Corporate
Brand
How would your personas have responded?

46. Agenda
1. Marketing: Old vs. New | Then vs. Now
Empowered Consumers
Data
Inter-action
2. You+Your Corporation+Your Customers
“The Brand of You Being You” vs.
“The Brand of You, The Employee” vs.
“The Corporate Brand”
3. Resources

48. *What’s your personality? What are you trying
to communicate? What’s your bandwidth for
listening and participating? What’s your
appetite for the unknown? Considering these
questions will help you decide which tools and
venues are most appropriate.

49. Conversations About The Future Of Advertising
catfoa.blogspot.com
Minnesota Interactive Marketing Association
http://mima.org/mimaevts

50. Thank you.
email: tim@helloviking.com
take our tour: helloviking.extendr.com