Engaging Your Audience in the New Age of Communications
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The document discusses how marketing has evolved from traditional one-way communication to a new focus on conversation. It notes that consumers now engage through various social media platforms, so brands must participate in two-way dialogue. The presentation provides examples of brands that successfully converse with audiences online as well as those that fail to engage or listen. It also examines how Generation Z natively uses technology for communication and expects brands to interact through these channels to build relationships.
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Engaging Your Audience in the New Age of Communications
- 1. The New Conversation: Engaging Your Audience in the New Age of Communications Presented by: Scott Leamon Senior Experience Designer, Community Manger, Stamats Twitter: @ScottLeamon © 2009 Stamats, Inc. -
- 2. Traditional Marketing... © 2009 Stamats, Inc. -
- 3. Traditional Marketing... Marketing is the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large. © 2009 Stamats, Inc. -
- 4. Evolution 1880s 1867 1922 Trademarks Branding Billboards Radio 1839 1941 Posters Television 1836 1950s Paid Ads Telemarketing Newspapers 1730s 1995 Dot-COM Magazines Bubble Consumer © 2009 Stamats, Inc. -
- 5. Old Media © 2009 Stamats, Inc. -
- 6. Old Media © 2009 Stamats, Inc. -
- 7. The Golden Age © 2009 Stamats, Inc. -
- 8. The Digital Sea Change © 2009 Stamats, Inc. -
- 9. New Marketing... © 2009 Stamats, Inc. -
- 10. New Marketing... It’s still about... • Moving people from awareness to action • Engaging with people • Brand association © 2009 Stamats, Inc. -
- 11. Re-Evolution Social Bookmarking MicroBlogs Wikis Social Photo/Video Networks Sharing Consumer Forums Live Casting Chats Blogs © 2009 Stamats, Inc. -
- 12. New Media © 2009 Stamats, Inc. -
- 13. New Media © 2009 Stamats, Inc. -
- 14. “If marketers and ad agencies take the approach of continually trying to corner consumers where the biggest ow of them are, it’s a bit like trying to put your nger on a bubble of mercury,” “It’s going to blurt out in a different direction.” - Peter Kim © 2009 Stamats, Inc. -
- 15. The New Kids in Town Founders of Connected Ventures (College Humor, Busted Tees) © 2009 Stamats, Inc. -
- 16. © 2009 Stamats, Inc. -
- 17. Marketing is now a conversation © 2009 Stamats, Inc. -
- 18. Stop Shouting... © 2009 Stamats, Inc. -
- 19. Start Listening... © 2009 Stamats, Inc. -
- 20. Start Listening... “We make, you talk. We talk, you listen.” - IBM © 2009 Stamats, Inc. -
- 21. Don’t Talk Down to Me © 2009 Stamats, Inc. -
- 22. Find Your Voice © 2009 Stamats, Inc. -
- 23. Con·ver·sa·tion Pronunciation: ˌkän-vər-ˈsā-shən Function: noun oral exchange of sentiments, observations, opinions, or ideas © 2009 Stamats, Inc. -
- 24. The Four Conversational Maxims Paul Grice - Philosopher of Language © 2009 Stamats, Inc. -
- 25. The Four Conversational Maxims Paul Grice - Philosopher of Language ‘Make your conversational contribution such as is required, at the stage at which it occurs, by the accepted purpose or direction of the talk exchange in which you are engaged,’ © 2009 Stamats, Inc. -
- 26. Maxims of Quality Truth Facts © 2009 Stamats, Inc. -
- 27. Maxims of Quantity Too Much Be Informative Information © 2009 Stamats, Inc. -
- 28. Maxim of Relation Relevancy Topic Audience Medium © 2009 Stamats, Inc. -
- 29. Maxims of Manner Avoid Obscurity Be Brief Be orderly Avoid Ambiguity © 2009 Stamats, Inc. -
- 30. Just Say “No” to Control! © 2009 Stamats, Inc. -
- 31. Yes, they will occasionally say bad things about you... © 2009 Stamats, Inc. -
- 32. Be transparent © 2009 Stamats, Inc. -
- 33. Be honest Be genuine © 2009 Stamats, Inc. -
- 34. “Conversation should be pleasant without scurrility, witty without affectation, free without indecency, learned without conceitedness, novel without falsehood” William Shakespeare © 2009 Stamats, Inc. -
- 35. The Conversation is ambient © 2009 Stamats, Inc. -
- 36. Levels of Intimacy Courtesy of Ji Lee | http://pleaseenjoy.com/ © 2009 Stamats, Inc. -
- 37. Plant the seed... © 2009 Stamats, Inc. -
- 38. Let the conversation grow © 2009 Stamats, Inc. -
- 39. Twilight Fan Sites © 2009 Stamats, Inc. -
- 40. Cafe New Paltz © 2009 Stamats, Inc. -
- 41. Engage Furman Community © 2009 Stamats, Inc. -
- 42. Engage Furman Community © 2009 Stamats, Inc. -
- 43. The Rise of Facebook, and the Fall of MySpace Again, it’s about conversation © 2009 Stamats, Inc. -
- 44. Facebook vs. MySpace (last 2 years) © 2009 Stamats, Inc. -
- 45. Facebook - makes conversation easy © 2009 Stamats, Inc. -
- 46. MySpace - makes conversation difficult © 2009 Stamats, Inc. -
- 47. Brands with bad “Social Skills” © 2009 Stamats, Inc. -
- 48. VisitDenmark Who’s your Daddy? © 2009 Stamats, Inc. -
- 49. VisitDenmark Who’s your Daddy? © 2009 Stamats, Inc. -
- 50. VisitDenmark Who’s your Daddy? The Aftermath • Received 800,000 views on YouTube before being pulled • Was a complete hoax “I think I dislike the tourist agency a little bit because I think it is a tasteless, tactless way of attracting attention. But I do find it funny that EVERY single tabloid in Denmark fell for this story because they didn’t bother to check the facts. And now that they have learned the truth they’re all portraying this in a negative light, because they got fooled and can’t handle it” © 2009 Stamats, Inc. -
- 51. Maytag Don’t Mess with Dooce © 2009 Stamats, Inc. -
- 52. Maytag Don’t Mess with Dooce © 2009 Stamats, Inc. -
- 53. PizzaHut Sorry, we're just here for the marketing team © 2009 Stamats, Inc. -
- 54. PizzaHut Sorry, we're just here for the marketing team © 2009 Stamats, Inc. -
- 55. Brands that get it! © 2009 Stamats, Inc. -
- 56. Pancheros They talk AND listen! © 2009 Stamats, Inc. -
- 57. Zappos © 2009 Stamats, Inc. -
- 58. Skittles Conversation or Stunt? © 2009 Stamats, Inc. -
- 59. Vitamin Water © 2009 Stamats, Inc. -
- 60. Texas A&M © 2009 Stamats, Inc. -
- 61. Next Steps... The Future Most are under 4 foot tall © 2009 Stamats, Inc. -
- 62. The kids are alright © 2009 Stamats, Inc. -
- 63. Generation Z • Born between the mid 1990s to late 2000s • Often referred to as “digital natives” • Highly connected • Lifelong use of communications and media technology • Tech is a tool, not a place for marketing • Expect instant action and satisfaction © 2009 Stamats, Inc. -
- 64. Generation Z and technology • Everything has an answer • “I’ll just Google it.” • Hyper focused and bred to multitask • Media Convergence is a term we created, one they live © 2009 Stamats, Inc. -
- 65. Club Penguin © 2009 Stamats, Inc. -
- 66. Club Penguin • September 2009 - 2,411,715 unique visitors • September 2009 - 13,932,640 total visits © 2009 Stamats, Inc. -
- 67. Webkinz © 2009 Stamats, Inc. -
- 68. Webkinz • September 2009 - 4,020,311 unique visitors • September 2009 - 24,476,592 total visits © 2009 Stamats, Inc. -
- 69. Final Thoughts © 2009 Stamats, Inc. -
- 70. The Weatherman is usually wrong, but... © 2009 Stamats, Inc. -
- 71. Thank You... You may view & download this presentation on SlideShare www.slideshare.net/scottleamon Twitter: @ScottLeamon © 2009 Stamats, Inc. -
Hinweis der Redaktion
- Traditional marketing is simply not compatible with the social web Marketing is no longer about things. It's about people, and how it brings people together. People have taken over completely. Companies, and their products, don't have a place in it. We went from companies being in control of the message, to not even be a part of the message itself.
- Just cool illustration
- A. Maxims of quality 1. Do not say what your believe to be false.2. Do not say that for which you lack adequate evidence.
- B. Maxims of quantity 1. Make your contribution as informative as required.2. Do not make your contribution more informative than is required.
- C. Maxim of relation 1. Be relevant.
- D. Maxims of manner 1. Avoid obscurity of expression.2. Avoid ambiguity.3. Be brief.4. Be orderly.
- = organic growth ....
- EVERYTHING IS SOCIAL