Be Seen, Be Found, Be Engaging (Calgary Edition)

ERIC WEAVER VP Digital Strategy • Ant’s Eye View #MRUshift • Calgary • 23 Jun 2011

BE SEEN, BE FOUND, BE ENGAGING: How socialized content and conversation can

help you be heard when it matters most

DDB CANADA

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WHAT. THE. HELL.

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WHO’S THE MARTYR? THE REFUGEE?

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We need to build awareness. We need to convert the curious. We need to increase revenue.

SO WHY ARE WE HERE TODAY?

BUT WE’RE FACING MANY HURDLES

No one has the time. Everyone is distracted. Trust is harder to come by. Expectations can often be ridiculous. One blogger can outshout our entire budget.

““MMAAYYBBEE SSOOCCIIAALL MMEEDDIIAA WWIILLLL BBEE TTHHEE MMAAGGIICC BBUULLLLEETT..”” FFAANN PPAAGGEE…… !! (TTWWIITTTTEERR FFEEEEDD…… !! YYOOUUTTUUBBEE CCHHAANNNNEELL…… !!

……NNOOWW WWHHAATT?? ((##ccrriicckkeettss)) ?

? “AM I DOING THIS RIGHT?” “CAN WE GET MORE FANS?” “MORE DIALOGUE?” “HOW DO I GET MORE ATTENTION?!?”

LET’S TAKE A FRESH LOOK AT THE PRACTICE OF MARKETING & PUBLIC COMMUNICATION

MODERN MARKETING WAS BORN IN THE MID 20TH CENTURY

THE “OUTBOUND VOICE”

150 YEARS OF INERTIA $1,000,000,000,000 MACHINE EVERY NICHE HAS EVOLVED INTO AN INDUSTRY TELL YOUR STORY - EXPLAIN AND COMMUNICATE YOUR VALUE TO YOUR MARKET HAS IT WORKED?

MCDONALD’S: I’M ________ ______

MAXWELL HOUSE COFFEE: GOOD TO THE ________ ________

MONOLITHIC MESSAGES WORKED WHEN WE HAD:

•! Limited product choice

•! Limited media channels

•! Longer brand interactions

•!Higher barriers to entry

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WHY TRADITIONAL APPROACHES ARE FALTERING

CON

SUM

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BIL

ITY

TO P

UB

LISH

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CORPORATE REPUTATION IMPACTORS

Quality products & services!!

Attentive to customer needs!!

Strong financial performance!!

Fair pricing!!

A well-known brand!!

Good employee relations!!

Socially responsible!!

Visible CEO!!

Dialogue with stakeholders!!

Employee/CEO blogs!

53%!

47%!

42%!

38%!

37%!

35%!

33%!

23%!

23%!

12%!

US 2006(

Transparent & honest practices!!

Company I can trust!!

High-quality products/services!!

Communicates frequently!!

Treats employees well!!

Good corporate citizen!!

Prices fairly!!

Innovator!!

Top leadership!!

Financial returns!

83%!

83%!

79%!

75%!

72%!

64%!

58%!

48%!

47%!

45%!

US 2010(

EDELMAN TRUST BAROMETER, 2010

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MARKETING STILL FOCUSING ON INTRUSION & INTERRUPTION

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WHEN WE HAVE CHOICE, INTRUSIONS OR FORCED LACK OF CHOICES CREATES ANNOYANCE, EVEN ANGER

WHEN WE’RE ANNOYED, WE SENSE CORPORATE SELF-INTEREST AND START DISTRUSTING MARKETING EFFORTS

AND WHEN WE DISTRUST, WE DON’T BUY. (HINT: DECREASED REVENUE)

55 NUMBER OF MINUTES THE AVERAGE USER SPENDS EACH DAY ON FACEBOOK

SOURCE: FACEBOOK

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50% PEOPLE WHO ARE MORE LIKELY TO BUY IF ENGAGED VIA SOCIAL SITES CHADWICK MARTIN BAILEY, FEB 2010

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66% PERCENTAGE OF BRAND TOUCHPOINTS ARE NOW GENERATED BY CONSUMERS SOURCE: MCKINSEY QUARTERLY, JULY 2009

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0.19%

6.49%

CLICKTHROUGH RATE FOR AVERAGE BANNER AD

CLICKTHROUGH FOR AVG FACEBOOK WALL POST VITRUE, AUGUST 2009

FORRESTER, 2008

AFFINITY OUTPERFORMS

INTRUSION BY 38X

1 in 2 leads to B2B websites are coming from…

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Leads from LinkedIn Groups most likely to convert. Visitors from LinkedIn Groups most likely to attend webinars.

DESPITE FIVE YEARS OF PROMISE, MANY ARE STILL SKEPTICAL ABOUT

SOCIAL BUSINESS

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THE DISCONNECT FOR BOOMERS Be proper. Formal looks better. Never block any opportunity. Oversharing is “weak” & “prideful.” Guarded is safe. Your suit & tie means you are successful and trustworthy.

THE REALITY FOR MILLENNIALS Grew up with Google, so sharing means being found.. Formalities are boring. Would rather do business with the likeminded. A suit & tie means you are out of touch or untrustworthy.

2010-11 WWHHEENN MMIILLLLEENNIIAALLSS WWIILLLL SSUURRPPAASSSS BBOOOOMMEERRSS IINN TTHHEE WWOORRKKFFOORRCCEE

SO HOW CAN I REACH MORE PEOPLE?

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BOOMERS’ PERSPECTIVE: “BE SEEN, BE HEARD”

MILLENNIALS’ PERSPECTIVE: “BE SEEN, BE FOUND”

1. CREATE CONTENT THAT IS FOUND AND BUILDS TRUST

Proof points External voices, expert interviews (video, text)

Testimonials Yelp reviews, visitor rankings, featured quotes

Inside looks Webcams, factory tours, blog posts

Employee perspectives Employee video vignettes, personal biographies

Mgmt relations pieces CEO podcast, product mgr blog, day-in-the-life

2. MAKE THAT CONTENT EASY TO FIND

Tag it to not annoy

Enable & encourage

conversation

Leverage existing

communities

Transcribe rich media

3. MAKE THAT CONTENT EASILY SHARED

•! Enable sharing technologies like AddThis, Facebook Connect, Google Connect •! Users are 4x more likely to join

a community if done through Facebook Connect

•! Encourage sharing via “human engineering”

4. ENABLE ENGAGEMENT

Enable comments

Make fanning, faving, liking

very easy

Engage fearlessly, with

guardrails

Invest in moderation &

coaching

GOOGLE <3s ENGAGEMENT

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SHORT-FORM CONTENT SHARING (NOT JUST BROADCASTING) ON TWITTER LONG-FORM CONTENT (INTELLECTUAL CAPITAL = “SEARCH FODDER”) VIA BLOGS COMMUNITY BUILDING, ENGAGEMENT AND INFLUENCE (NOT “LIKES”) VIA FACEBOOK

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DECIDE ON THE BEST CONTENT FORMS

PODCASTS THROUGH BLOGTALKRADIO.COM

WHITE PAPERS AND THOUGHT LEADERSHIP ON SCRIBD, KNOL.GOOGLE.COM, AND SLIDESHARE.NET

CREATE VIDEO SLIDESHOWS ON ANIMOTO.COM

ANSWER IMPORTANT BUSINESS QUESTIONS ON LINKEDIN Q&A

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USE SEARCH-FRIENDLY VENUES TO BE FOUND

BLOGTALKRADIO Build trust and show your stuff with a phone-in podcast. Use the player to embed the show into your website or blog.

GOOGLE KNOL

Google’s Knol is a repository for knowledge. What golden truths and painful learnings have you acquired in your career? Build trust and have your knowledge be found.

SCRIBD

Scribd is a social community around whitepapers and documents. Share long-form thinking there.

SLIDESHARE The #1 search location for presentations. Combine an audio track to create a great case for your business.

ANIMOTO Take still imagery and add a music track on Animoto, and voila, you get a video that 8 years ago would have cost you $80,000. Someone once compared Animoto to a box in which you put in chrome & glass, shake, and out comes a Ferrari. Include graphic slides that have text, or edit a voiceover into your music track, and the site will create a downloadable HD video.

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NOW LET’S GO BEYOND BEING FOUND – TO BEING ENGAGING

Activation is a greater CREATIVE CHALLENGE

ACTIVATE INFLUENCE ENGAGE PUBLISH LISTEN STUDY

It’s also a greater REVENUE OPPORTUNITY

THINK BEYOND PUBLISHING

STEP 1:!Study the

competition, the tools & the trends.!

STEP 2:!Listen for what your

market wants to hear. !

STEP 3:!NOW you can

publish the right content,

cost-effectively.!

STEP 4: We don"t just want eyeballs and reach. Content

should be engaging,

interactive.!

STEP 5: Even better if we can inspire faving, sharing, liking,

fanning, forwarding.!

STEP 6: Our ultimate goal is activation:

advocacy, loyalty,

preference.!

Marketers often stop at the Publishing step, and frequently leave out Study

and even Listen. How much more could we accomplish if aimed beyond?!

$0,86E?(7=(CCDH.(&07(M6B6@@(`v@@6B6,b(

Engagement

CANADIAN TOURISM: GETTING AMERICANS TO ENGAGE

Problem: how to get more Americans to consider a Canadian vacation during a recession?

How to amplify authentic Canadian travel experiences?

How to make that content engaging?

CHOICE IMPACTED BY ENGAGEMENT

57

$15K ON DIRECT MAIL = 200 NEW CUSTOMERS $7,500 ON OUTDOOR = 300 NEW CUSTOMERS $0 ON TWITTER = 1800 NEW CUSTOMERS BUSINESS GROWTH: $4MM -> $50MM IN 3 YRS

Influence

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FIFTH HIGHEST SALES DAY EVER FOR VIRGIN AMERICA THROUGH

“PROMOTED TWEETS”

INFLUENCE

•! In 2009, changes in Canadian border policies regarding Mexican visitors created a stir amongst Mexican bloggers, and generated negative online mentions and sentiment toward Canada.

•! The Radar DDB Team showed up at Vancouver airport to provide Mexican visitors with a very enthusiastic and warm Canadian welcome.

•! The entire stunt was shot and uploaded to YouTube, where it created a positive effect on related conversation.

Activation

THERE HAS TO BE A IDEA THAT MOVES YOU.

TO ACHIEVE ACTIVATION, NO MATTER WHAT THE MEDIA,!

DDEECCIISSIIOONN--MMAAKKIINNGG IISS 9955%% EEMMOOTTIIOONNAALL,, 55%% RRAATTIIOONNAALL..

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WHERE WILL YOU FIND MORE EMOTION?

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CREATE AN IDEA TO EMOTIONALLY MOVE PEOPLE …OVER RICE?

DDB Canada was hired by Knorr, a packaged food offering, to promote a new low-sodium product called Sidekicks. The

challenge: how to move consumers to choose a rational-benefit product – when it"s a side dish?!

EENNTTEERR SSAALLTTYY:: AA CCRREEAATTIIVVEE HHOOOOKK WWIITTHH SSTTRROONNGG EEMMOOTTIIOONNAALL && SSOOCCIIAALL AAPPPPEEAALL

DDB STARTED THE CONVERSATION WITH TRADITIONAL BROADCAST

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SO DID IT WORK? DDB’S RESULTS FOR KNORR

FIRST THIRTY DAYS:

6000 FACEBOOK FANS

375,000 VIDEO IMPRESSIONS IN FIRST 30 DAYS; TOTAL MEDIA COST: $0

20,000 SALTY & PEP SHAKERS SOLD OUT IN FIRST 25 DAYS

HIGHEST WEBSITE TRAFFIC EVER

UNIT SALES ROSE BY 24% OVER PREVIOUS YEAR

SIDEKICKS SURPASSED UNCLE BEN’S AS #1 BRAND IN THE CATEGORY

WHAT RESULTS WOULD KNORR HAVE SEEN IF THEY’D ONLY PLANNED SOME SOCIAL MEDIA TACTICS?

OR JUST A COMMERCIAL?

AND WHAT IF THERE WAS NO EMOTIONAL HOOK?

YOU DON’T NEED A SOCIAL MEDIA STRATEGY. YOU NEED AN ENGAGEMENT STRATEGY. AN INFLUENCE STRATEGY. OR AN ACTIVATION STRATEGY. WHATEVER THE MEDIA.

AN EMOTIONALLY APPEALING IDEA

+ A MEDIA-AGNOSTIC APPROACH

= ENGAGEMENT, INFLUENCE AND ACTIVATION ACROSS ALL MEDIA

A FEW FINAL THOUGHTS

•! Don’t try to do everything — do a few things, very well, based on an engagement strategy.

•! Quality of content and conversation will drive quantity of fans. Focus on quality. It’s not a damned basketball game – that’s “reach” thinking.

•! Boomers (often management) need to understand that affinity and authenticity have surpassed propriety. And that’s not necessarily a bad thing.

•! Do not be the interruption on the way to many customer’s destinations. Be the destination, for those who value your offering.

THANK YOU, MOUNT ROYAL! ERIC WEAVER Twitter: @weave Ant’s Eye View creates engagement, influence and activation strategies for some of the largest companies in North America. Read more about how we do it at antseyeview.com.