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  1. 1. CONFIDENTIAL Advertising Through The Looking Glass: The Upside Down World Of Social Media
  2. 2. CONFIDENTIAL But you can ’ t buy time of the word of mouth channel- You have to earn it. Key difference: What Millions have in common: lowest common denominator vs. Micro targets who love you enough to advocate to the masses for you: highest common denominator
  3. 3. CONFIDENTIAL The Purpose of Social Media Credibility % who believe in paid advertising: 18% % who believe in WOM: 78%
  4. 4. CONFIDENTIAL Where this really works Awareness Consideration Shopping
  5. 5. CONFIDENTIAL But without scale, it is just a hobby Buzz @ scale is the holy grail
  6. 6. CONFIDENTIAL Scale: There is no silver bullet
  7. 7. CONFIDENTIAL Marketing in the future is like sex, only the losers have to pay for it Paid / Free Ratio = Brand Strength
  8. 8. CONFIDENTIAL Every brand is a media company Paid + Owned + Earned
  9. 9. CONFIDENTIAL Life Cycle of Advertising Experimental (Trial) Growth (Codify) Maturity (Reinvent) Games Advertising Online Advertising TV Social Media is here
  10. 10. CONFIDENTIAL Ogilvy ’ s Rules
  11. 11. CONFIDENTIAL WWDD? Social Media Rules
  12. 12. CONFIDENTIAL Over-riding principle Social is about people The best social marketing mirrors The way people with the best people skills behave EQ over IQ
  13. 13. CONFIDENTIAL Bond ’ s Rules
  14. 14. CONFIDENTIAL Your best customers may buy nothing Heavy users Heavy influencers
  15. 15. CONFIDENTIAL Hide the branding Product stories People Stories
  16. 16. Lose the Logo CONFIDENTIAL 1. Logos say commercial message and immediate drop off of audience engagement 2. Earned media views drop by 3x if content is over 1 minute (file size is significantly larger which provides a tremendous barrier to entry for user interaction/ mashups/ responses, etc) 3. Abbreviate created video to under 1 minute for 'snackability' 4. Request owned channels integration of code into their video player so we can embed it elsewhere and amplify viral spread 5. Seed social videos prior to promotion launch to increase reach 6. Create social video specifically for social audience
  17. 17. CONFIDENTIAL “ Control ” destroys credibility “ Perfection ” Humanity
  18. 18. CONFIDENTIAL Don ’ t make anything until you know someone wants to distribute it Make Distribute
  19. 19. CONFIDENTIAL You can ’ t buy “ Like ” Not all likes are equal Likes can be one of the bridges between social and business metrics Grade all actions (not just likes) to establish a social engagement index
  20. 20. CONFIDENTIAL Be transparent with intentions and your identity or you may alienate the very audiences you ’ re trying to connect to. Today ’ s audiences are smart and will see through any thinly veiled marketing message.
  21. 21. Leverage Influencers to boost reach & interaction
  22. 22. CONFIDENTIAL Quantify & Segment Influencers by Value <ul><ul><li>Top Advancers Just Made The List </li></ul></ul><ul><ul><li>Losers Off Radar </li></ul></ul>
  23. 23. CONFIDENTIAL Make social search friendly. Consumers exposed to brand's social media content are 2.8X more likely to search on that brands terms.   Consumers exposed to brand social media are 1.7 time more likely to search with the intention of making a purchase. Overall brands reported a 50% lift in click through rates from consumer exposed to both social and paid search. 
  24. 24. CONFIDENTIAL Content is Perishable Videos peak far earlier than they did two years ago. Back in 2008, for instance, it took two weeks for a video to get half of its 90-day view total, whereas to- day it only takes six days. Similarly, a video in 2008 took 44 days to hit 75% of its total views, and today it only takes 20 days.
  25. 25. CONFIDENTIAL Engage before the Launch: Create programs for online and offline (local) communities and seeded within social channels prior campaign launch.
  26. 26. Identify your key performance indicators early (KPIs) CONFIDENTIAL <ul><li>Distribution </li></ul><ul><li>Followers </li></ul><ul><li>Fans </li></ul><ul><li>Number of mentions </li></ul><ul><li>Reach </li></ul><ul><li>Social bookmarks (StumbleUpon, Delicious) </li></ul><ul><li>Inbound links </li></ul><ul><li>Blog subscribers </li></ul><ul><li>Interaction </li></ul><ul><li>Retweets </li></ul><ul><li>Forward to a friend </li></ul><ul><li>Social media sharing </li></ul><ul><li>Comments </li></ul><ul><li>Like or rate something </li></ul><ul><li>Reviews </li></ul><ul><li>Contributors and active contributors </li></ul><ul><li>Pageviews </li></ul><ul><li>Unique visitors </li></ul><ul><li>Traffic from social networking sites </li></ul><ul><li>Time spent on site </li></ul><ul><li>Response time </li></ul><ul><li>Influence </li></ul><ul><li>Share of conversation vs competitors </li></ul><ul><li>Net Promoter </li></ul><ul><li>Satisfaction </li></ul><ul><li>Sentiment positive, neutral or negative </li></ul><ul><li>Number of brand evangelists </li></ul><ul><li>Action and ROI </li></ul><ul><li>Sales revenue </li></ul><ul><li>Registered users </li></ul><ul><li>Number of leads (per day, week, month) </li></ul><ul><li>Cost of lead </li></ul><ul><li>Lead conversion rate </li></ul><ul><li>Cost of sale </li></ul><ul><li>Revenue (per follower, lead, customer) </li></ul><ul><li>Lifetime value of customers </li></ul><ul><li>Support cost (per customer in social channels) </li></ul><ul><li>Share of repeat customers (from social media vs other channels) </li></ul><ul><li>Transaction value per customer </li></ul>
  27. 27. CONFIDENTIAL Start by creating a social measurement framework using these four pillars
  28. 28. CONFIDENTIAL A social target is different from your traditional audience and has different behaviors.
  29. 29. <ul><li>Taught you something you didn ’ t know </li></ul><ul><li>It made you laugh </li></ul><ul><li>Presented information in a brilliant way </li></ul><ul><li>Made your life easier </li></ul><ul><li>Provided inspiration </li></ul><ul><li>Applied to something happening IRL </li></ul><ul><li>Reminded you of something important </li></ul><ul><li>Surprised/shocked you </li></ul><ul><li>Made you feel good (happiness, belonging, nostalgia) </li></ul><ul><li>Gave me status </li></ul><ul><li>Made your life in some way better </li></ul><ul><li>Shocked you with amazing statistic </li></ul><ul><li>It ’ s newsworthy </li></ul>CONFIDENTIAL What to share in B-to-C What to share in B-to-B • Validated facts and stats • Methodologies, analysis and hypothesis • Diagrams and process models • Hot off the press content that ’ s totally new • Great apps, services and tools • Reports, surveys and points of view • How to guides • Insightful interviews, articles • Games and challenges Create content to match the needs of the audience
  30. 30. CONFIDENTIAL Know the drop out rates when creating videos. When making custom content for the Web, 1:00 to 1:30 is the sweet spot in terms of length - longer or shorter loses viewers faster
  31. 31. CONFIDENTIAL Each tab should have only one call-to-action. More than one call-to-action causes inaction.
  32. 32. CONFIDENTIAL Make buttons easy to find. Use color and contrast.
  33. 33. CONFIDENTIAL Post 12 informational tweets for every sales oriented tweet. Don ’ t spam the audience with your marketing messages.
  34. 34. CONFIDENTIAL Thank your audience for retweeting your tweets Social media etiquette mirrors real world etiquette.
  35. 35. CONFIDENTIAL Made-for-web video drives more purchase/intent than repurposed commercials. According to Dynamic Logic and Tube Mogul, made-for-web videos have more impact on consideration particularly for 18-34 year olds and women.
  36. 36. CONFIDENTIAL Use Foursquare as a “ digital loyalty card ” Some businesses have started to use Foursquare as a “ digital loyalty card ” to track users who visit their stores.
  37. 37. CONFIDENTIAL Many companies, like Starbucks , reward their mayors with discounts and freebies. It encourages additional sharing, competition and bragging rights. Reward your mayors.
  38. 38. CONFIDENTIAL <ul><li>Keep posts short and sweet: posts with a maximum of 80 characters have 27% higher engagement rates </li></ul><ul><li>Direct requests work most effectively: </li></ul><ul><ul><li>If you want feedback: </li></ul></ul><ul><ul><li>- ASK “ Where, when, would you, and should you ” </li></ul></ul><ul><ul><li>- DON ’ T ASK “ Why? ” This question has the lowest rates for both ‘ likes ’ and comments and can be perceived as challenging. </li></ul></ul><ul><ul><ul><ul><li>If you want to start a conversation: </li></ul></ul></ul></ul><ul><ul><ul><ul><li>- ASK fans to “ post ” , “ comment ” , or “ tell ” you something. </li></ul></ul></ul></ul><ul><li>Placement of question is important: </li></ul><ul><li>Posts that end with a question (rather than having it at the beginning or middle) have a 15% higher engagement rate. </li></ul>
  39. 39. Don ’ t bet on lightning. CONFIDENTIAL Source: Jeff Bullas Remember less than 1% of all videos on YouTube get 1 million views.
  40. 40. CONFIDENTIAL Don ’ t try this at home- it takes months to properly train a brand channel manager
  41. 41. Conversation is the king, content is it ’ s queen. CONFIDENTIAL
  42. 42. CONFIDENTIAL Thank You Audience !
  44. 44. CAMPAIGN SPOTLIGHT Hidden Sound Zoo Records Hidden Sounds QR Code Campaign <ul><li>To promote14 indie bands for Zoo Records, an alternative music store in Hong Kong, QR Codes were assembled into the shapes of animals. </li></ul><ul><li>The QR code animals were posted all over the streets of Hong Kong. Scanning the codes in the animals allowed users to read more information about a band and hear their music. </li></ul><ul><li>Users could also purchase the songs directly as well as share them on social media. The campaign was considered a success by the volume of sharing on Facebook, Twitter, YouTube and personal blogs. </li></ul><ul><li>Results More than half of the 14 bands sold out their albums within the first week. </li></ul><ul><li>Links </li></ul><ul><ul><li>Video: http://youtu.be/IwURImYOK1Q </li></ul></ul><ul><ul><li>Web: http://www.hidden-sound.com/ </li></ul></ul>CONFIDENTIAL
  45. 45. CAMPAIGN SPOTLIGHT Carlsberg Unbottle Yourself Next Generation Social Game CONFIDENTIAL <ul><li>Overview   </li></ul><ul><li>From April 7- April 17, Carlsberg challenged Swedes to ‘Unbottle Themselves’ by performing up to 500 missions for prizes. The campaign launched Carlsberg's new global positioning, inspired by Danish values of innovation, community spirit and exploration. </li></ul><ul><li>The missions could be found on a website or mobile app (available for iPhone or Android). A series of videos seeded on YouTube inspired participants to join in. Missions were validated by uploading photos or by Carlsberg ’s panel of judges. </li></ul><ul><li>Results </li></ul><ul><ul><li>50,000 missions completed in 12 days, all documented on social networks  </li></ul></ul><ul><ul><li>4% of the target group directly engaged with the app and 98% with branded content from the campaign </li></ul></ul><ul><ul><li>The estimated PR-value is 4 times the total campaign cost </li></ul></ul><ul><li>Links </li></ul><ul><ul><li>Video: http://youtu.be/7Ul1mZ9skpw </li></ul></ul><ul><ul><li>Website: http://www.unbottleyourself.com/ </li></ul></ul>
  46. 46. CAMPAIGN SPOTLIGHT Skittles The Super Magic Rainbow Updater CONFIDENTIAL <ul><ul><li>http://vimeo.com/21979182 </li></ul></ul>
  47. 47. CAMPAIGN SPOTLIGHT Skittles The Super Magic Rainbow Updater CONFIDENTIAL <ul><li>Overview   </li></ul><ul><ul><li>The Super Mega Rainbow Updater program was a real-time Facebook first. It leveraged an existing behavior (the status update) and gave it a uniquely Skittles twist of creating a film studio/ call center where Skittles would read and film status updates for fans. </li></ul></ul><ul><ul><li>Results </li></ul></ul><ul><ul><li>As little as 1% of Facebook apps have over 100 daily users. In 2 weeks the app received 86000 update requests, equating to a weekly interaction rate of 2.4%. </li></ul></ul><ul><ul><li>21000 updates were created by Skittles & posted on fans ’ walls </li></ul></ul><ul><ul><li>Facebook fan base increased by over 500000 to 1.8 million. </li></ul></ul><ul><ul><li>The program increased overall engagement with ‘likes’ and ‘comments’ up 790%. </li></ul></ul><ul><ul><li>Links </li></ul></ul><ul><ul><li>Video: http://vimeo.com/21979182 </li></ul></ul>
  48. 48. CAMPAIGN SPOTLIGHT Coca-Cola Coke leverages Facebook Places to Increase Eco Awareness CONFIDENTIAL http://youtu.be/mi4NeoMYCMM
  49. 49. CAMPAIGN SPOTLIGHT Coca-Cola Coke leverages Facebook Places to Increase Eco Awareness CONFIDENTIAL <ul><li>Overview   </li></ul><ul><ul><li>Social media users already have a green and social conscience, and Coca-Cola leveraged this while using Facebook Places to increase awareness for recycling plastic bottles in Israel. </li></ul></ul><ul><ul><li>The Brand added over 10,000 recycle bins locations to the Facebook Places system. So no matter where users are in Israel, they can find a Recycle bin near to them. The most active participant was rewarded and crowned “The Recycling King”. </li></ul></ul><ul><ul><li>When the campaign ended, everyone in Israel knew how easy it was to track the location of nearby recycle bins. </li></ul></ul><ul><ul><li>Results </li></ul></ul><ul><ul><li>10,000 Facebook Recycle Places Added </li></ul></ul><ul><ul><li>Thousands participated and shared the recycling experience with their friends by checking in and uploading photos. </li></ul></ul><ul><ul><li>Links </li></ul></ul><ul><ul><li>Case Study Video: http://youtu.be/mi4NeoMYCMM </li></ul></ul>
  50. 50. CAMPAIGN SPOTLIGHT True Blood Facebook Connect Functionality Allows Fans to create Personalized Videos CONFIDENTIAL <ul><li>Overview   </li></ul><ul><ul><li>The &quot;Immortalize Yourself&quot; app enables True Blood's 7.8 million fans to create videos that pull in their names and profile photos, as well as those of their friends, into a faux scene. </li></ul></ul><ul><ul><li>HBO has been promoting the Immortalize Yourself app on Facebook, Twitter, HBO.com and through publicity outreach. In addition, fans are able to easily share the app on Facebook and Twitter or via email. </li></ul></ul><ul><ul><li>Results </li></ul></ul><ul><ul><li>The app launched on May 31 and will be available throughout the fourth season. As of June 17, nearly 90,000 videos have been created. </li></ul></ul><ul><ul><li>The show has also gained more than 35,000+ Facebook fans as a result of the campaign. </li></ul></ul><ul><ul><li>Links </li></ul></ul><ul><ul><li>App: http://on.fb.me/myzGIV </li></ul></ul><ul><ul><li>Video: http://on.fb.me/myzGIV </li></ul></ul>
  51. 51. iButterfly AUGMENTED REALITY LBS EXPERIENTIAL SOCIAL INTEGRATION CONFIDENTIAL <ul><li>&quot;iButterfly&quot; is an iPhone application using AR, motion sensor, and GPS functions to collect coupons. Through the iButterfly, we will deliver not only coupons but also diverse information and contents as well. </li></ul><ul><li>Link: http://www.mobileart.jp/ibutterfly_en.html </li></ul>http://youtu.be/vEE6M0iW-Nw CAMPAIGN SPOTLIGHT iButterfly
  52. 52. CAMPAIGN SPOTLIGHT Old Spice Battle Video consumption hits an all time high with YouTube faceoff CONFIDENTIAL <ul><li>Overview   </li></ul><ul><ul><li>Dubbed the greatest and manliest duel of all time, Fabio and the Old Spice Guy face off in a social popularity contest. The campaign ran from July 25- 28 th and integrated YouTube videos, twitter, tumblr and TV to support the campaign. </li></ul></ul><ul><ul><li>Over 100 videos were posted on the Old Spice YouTube Channel. These videos, many of which were responses to tweets and other posts, were seen a total of roughly 22 million times. </li></ul></ul><ul><ul><li>Results </li></ul></ul><ul><ul><li>Fabio challenge video has over 3 million views </li></ul></ul><ul><ul><li>Cumulative video views total over 22 million </li></ul></ul><ul><ul><li>At it’s peak, the battle drew 5 million views combined on 7/27/11 </li></ul></ul><ul><ul><li>Links </li></ul></ul><ul><ul><li>Web: http://www.oldspice.com/ </li></ul></ul><ul><ul><li>YouTube : http://www.youtube.com/user/OldSpice </li></ul></ul><ul><ul><li>Tumblr: http://fabiooldspices.tumblr.com/ </li></ul></ul>
  54. 54. Ford leverages Google+ for Campaign First CONFIDENTIAL <ul><ul><li>Results </li></ul></ul><ul><ul><li>Within 3 days of posting, the program has attracted 82 comments, with the most popular garnering 55 +1's. </li></ul></ul><ul><ul><li>Links </li></ul></ul><ul><ul><li>Web:https://plus.google.com/101706905424480603755/posts/YT7oJh5Rx7g </li></ul></ul><ul><li>Overview   </li></ul><ul><ul><li>Social Ford Europe has become one of the first brands to run a campaign, albeit a small one, on newly-launched social network Google+. </li></ul></ul><ul><ul><li>Within the first week of the service being launched in beta, Ford created a caption competition asking people to leave comments on a photo of racing drivers. The comment with the most +1's (Google's equivalent of the Facebook Like) will win a copy of driving game DiRT 3 for either PS3, XBox360 or PC. </li></ul></ul>CAMPAIGN SPOTLIGHT Ford & Google +
  55. 55. CAMPAIGN SPOTLIGHT The Children ’s Place Twitter Party Brings in 200 Posts Per Minute CONFIDENTIAL <ul><li>Overview   </li></ul><ul><ul><li>Dubbed In honor of their 1 million fans, Big Fuel helped The Children’s Place hold a live chat party last week and gave away $20,000 worth of Children’s Place gift card prizes to their extremely loyal and engaged fan base. Celebs Kelly Rutherford, La La and Denise Richard along with a select group of influential moms/dads from Big Fuel’s Mom-entum community hosted the party. </li></ul></ul><ul><ul><li>Results </li></ul></ul><ul><ul><li>Estimated Posts: 13,660 </li></ul></ul><ul><ul><li>Posts/Minutes: Almost 200 posts per minute </li></ul></ul><ul><ul><li>Estimated Unique Authors: 10,108 </li></ul></ul><ul><ul><li>Submissions to Win: 25,000+ </li></ul></ul><ul><ul><li>Day of Party Millionth Fan Tab Views: 71,000+ </li></ul></ul><ul><ul><li>Fan Growth: </li></ul></ul><ul><ul><ul><li>Day of Party (7/26): 10,000+ fans </li></ul></ul></ul><ul><ul><ul><li>Week of Party (7/19 – 7/26): 19,000+ fans Average daily fan growth prior to the program was approximately 1,000 likes/day </li></ul></ul></ul><ul><ul><li>Links </li></ul></ul><ul><ul><li>Web: http://www.thechildrensplace.com </li></ul></ul>
  56. 56. CAMPAIGN SPOTLIGHT Decode Jay-Z Decode Jay-Z Book Launch with Bing & Vertigo CONFIDENTIAL <ul><li>Overview   </li></ul><ul><ul><li>To promote Decoded, every single page of the book was published in the real world before it hit the shelves, via traditional & out of home placements as well as an online scavenger hunt in conjunction with the search engine, Bing. </li></ul></ul><ul><ul><li>Visitors to the site got daily clues, research-able via a Bing overlay, which led them to where the pages were virtually, in Bing Maps. Every day, about five to ten of the book's pages were unveiled, both in the real world and online. </li></ul></ul><ul><ul><li>Results </li></ul></ul><ul><ul><li>The average online player engagement was over 11 minutes per visit </li></ul></ul><ul><ul><li>Jay-Z ’s Facebook fans grew by 1 million </li></ul></ul><ul><ul><li>Bing saw an 11.7% increase in visits </li></ul></ul><ul><ul><li>‘ Decoded’ hit the New York Times Best Seller list for 19 straight weeks </li></ul></ul><ul><ul><li>Earned 1.1 billion global media impressions </li></ul></ul><ul><ul><li>Links </li></ul></ul><ul><ul><li>Case Study Video: http://youtu.be/XNic4wf8AYg </li></ul></ul><ul><ul><li>Web: http://bing.decodejay-z.com </li></ul></ul>
  57. 57. CAMPAIGN SPOTLIGHT Audi Audi Launches A7 with Experiential Social Campaign at NYC Auto Show GM CONFIDENTIAL <ul><li>Seven locations will be featured throughout the lifespan of the campaign. Using the ThisMoment platform that powers the Times Square board, a QR code, text messages and a URL, the campaign will drive viewers to Audi's online and mobile properties for more details about the locations and an interactive New York City guidebook. Locations featured on the billboard will be featured on the mobile site www. a7bolddesign.com , http://www.youtube.com/audiusa and http://www.facebook.com/audi </li></ul><ul><li>New York City pedestrians are invited to Tweet their thoughts and favorite bold places to the billboard using the hashtag #BoldDesign. Audi fans and followers worldwide will be asked to answer the question &quot;Where do you find bold design?&quot; Tweets will appear on the billboard via a continuously updated Twitter feed and users can check in to the billboard on foursquare or Facebook Places.  The A7bolddesign.com site also invites users to nominate their own bold destinations in New York City – or any other U.S. city -- through their mobile devices or the social sites. </li></ul><ul><li>Audi will launched the all-new A7 5-door coupe with an interactive billboard in New York City's Times Square. The 15,000-square foot LED billboard will bring to life the Audi A7 tagline &quot;A boldly designed car deserves a boldly designed world&quot; by featuring places, objects and destinations within New York City that embody bold design.  From April 18 through May 1, the ad will run 20 one-minute spots every hour. </li></ul>
  58. 58. CAMPAIGN SPOTLIGHT Fair Tweets Ben & Jerry ’s Innovative Twitter Campaign Promotes World Fair Trade Day <ul><li>Longtime supporters of fair trade, Ben & Jerry's has launched a new social campaign highlighting the importance of World Fair Trade Day. Called “Fair Tweets“ </li></ul><ul><li>Fair Tweets invites visitors to compose their tweets on a dedicated site or via a browser plug-in, which will transform all the unused character space into a message promoting World Fair Trade Day. </li></ul><ul><li>The campaign leverages a user ’s unused twitter characters as messages, hash tags and links to help promote World Fair Trade Day, which takes place on May 14, 2011. Depending on how many characters a user has to spare in each tweet, the Ben & Jerry’s Fair Tweets app algorithm automatically generates a relevant message to fill that space, and is then posted with each tweet. </li></ul><ul><li>Results From May 2nd to May 6, 150,000+ characters had been committed by users to promote Fair Trade Day. </li></ul><ul><li>Links </li></ul><ul><ul><li>Video: http://bit.ly/mt2vgN </li></ul></ul><ul><ul><li>Web: http://fairtweets.com/ </li></ul></ul><ul><ul><li>World Fair Trade Day: http://www.wftday.org/ </li></ul></ul>CONFIDENTIAL
  59. 59. CAMPAIGN SPOTLIGHT The Vaccines The First Ever Crowdsourced Instagram Music Video CONFIDENTIAL <ul><li>Overview   </li></ul><ul><li>British band The Vaccines are utilizing Instagram ’s new hashtag feature by making their latest video from photos submitted by fans on Instagram. </li></ul><ul><li>By asking fans to tag their photos of music festivals with #vaccinesvideo, the band is able to collect shots to make an animated video. The idea is to create an animated video which captures the best festival experience. </li></ul><ul><li>Not only are they crowd sourcing content, the use of Instagram taps into a built in community and allows the momentum to spread organically. </li></ul><ul><li>Results </li></ul><ul><ul><li>450+ pictures had been tagged during the first week of the promotion </li></ul></ul><ul><li>Links </li></ul><ul><ul><li>Video: http://youtu.be/dtxgSsBrRtY </li></ul></ul><ul><ul><li>Site: http://www.vaccinesvideo.com/ </li></ul></ul>