Make a Difference. Do Great Work. Earn a Profit. Have Fun.
Jan 20, 2015
Make a Difference. Do Great Work. Earn a Profit. Have Fun.
The Audience is Talking
2009© Zehnder Communications
but you’re not listening
Gro
unds
wel
l Ris
ing
Gro
unds
wel
l Ris
ing
Groundswell Rising
Facebook MySpace Twitter LinkedIn
Generation Z 61% 65% 9% 0%
Generation Y 65% 75% 14% 9%
Generation X 76% 57% 18% 13%
Baby Boomers 73% 40% 13% 13%
WWII Generation 90% 23% 17% 4%
Social Networking Sites used by US Social Network UsersMay 2009
Source: eMarketer July 13, 2009
Groundswell Rising
Facebook MySpace Twitter LinkedIn
Generation Z 61% 65% 9% 0%
Generation Y 65% 75% 14% 9%
Generation X 76% 57% 18% 13%
Baby Boomers 73% 40% 13% 13%
WWII Generation 90% 23% 17% 4%
Social Networking Sites used by US Social Network UsersMay 2009
Source: eMarketer July 13, 2009
Gen Z Gen Y Gen X Boomers WWII Total
Keeping in touch w/friends 93% 82% 71% 62% 57% 75%
For fun 91% 61% 51% 38% 30% 55%
Keeping in touch w/family 27% 40% 40% 47% 51% 41%
Was invited by someone I know to use site
22% 22% 30% 46% 60% 30%
Keeping in touch w/classmates 39% 40% 27% 12% 10% 30%
Keeping n touch w/biz network - 3% 6% 12% 2% 5%
Job searching - 3% 4% 10% 1% 4%
Biz Dev/Sales - 1% 6% 4% 4% 3%
Recruiting/search for new hires - 1% 1% 0% 0% 1%
Other 6% 3% 5% 3% 5% 4%
Groundswell Rising
Source: eMarketer July 13, 2009
Reasons that US Social Network Users Joined a Social NetworkMay 2009
Gen Z Gen Y Gen X Boomers WWII Total
Keeping in touch w/friends 93% 82% 71% 62% 57% 75%
For fun 91% 61% 51% 38% 30% 55%
Keeping in touch w/family 27% 40% 40% 47% 51% 41%
Was invited by someone I know to use site
22% 22% 30% 46% 60% 30%
Keeping in touch w/classmates 39% 40% 27% 12% 10% 30%
Keeping n touch w/biz network - 3% 6% 12% 2% 5%
Job searching - 3% 4% 10% 1% 4%
Biz Dev/Sales - 1% 6% 4% 4% 3%
Recruiting/search for new hires - 1% 1% 0% 0% 1%
Other 6% 3% 5% 3% 5% 4%
Groundswell Rising
Source: eMarketer July 13, 2009
Reasons that US Social Network Users Joined a Social NetworkMay 2009
Reasons that US Executives Use SocMe July 2009
social network statsMySpace vs Facebook - where’s the love?
social network stats
Everyone’s all a Twitter
social network stats
Everyone’s all a Twitter
social network stats
LinkedIn Reaches 38 Million UsersMarch, 2009
12.5M
social network technology usage - USA onlySept ’06 - March ‘08
blog readership
podcastingonline video
blog writingsocial network
source: Universal McCann “Next Thing Now” Report, April 2008
subscribe to rss feeds
78.3 Million videos
412 years
YouTube - the 5th Network
the amount of time it would take to watch every video on YouTube (as of March 17, 2008)
Source: Digital Ethnography Study - Kansas Statehttp://ksudigg.wetpaint.com/page/YouTube+Statistics?t=anon
50% of your competitors wanttheir brands in the conversation
C o n v e r s a t i o n a l M a r k e t i n g
You monitor conversations
You communicate not sell
You create conversations both online and offline
Great conversational marketing:
2009© Zehnder Communications
Communicating
Respecting those that allow you to communicate with them.
Big Companies
feel small again
It’s like a whole other country...
If you turn them off...
Listen
Listen
Company or Brand Interest
Consum
er Interest
meaningfulconversation happens
Company or Brand Interest
Consum
er Interest
meaningfulconversation happens
authenticity
transparency
strategy
strategies
there are no shortcuts
and if you fall off the wagon
and if you fall off the wagon
how others are using it
It’s about drinking it• Tasting, tasty, sipping, drinking, enjoying
It’s about the bourbon• release, cask, batch, single, reserve
creative research
the blogger hotel
Perception is reality.
Perception is reality.
Beer
Perception is reality.
Beer Beads
Perception is reality.
Beer BeadsB
Perception is reality.
Perception is reality.
Perception is reality in the absence of experience.
0
17.5
35.0
52.5
70.0
Ladders Food Family Tailgating Church Crazy Flashing
Pre-Campaign Post-Campaign
+82%
+23%
+58%
+122%
+0%
-17%
-37%
so...what’s next?
Augmented Reality
Augmented Reality
Layar Augmented Reality
Layar Augmented Reality
love social media
The difference between art and advertising is discipline.
Coordinates
email: [email protected]: 504-558-7778
blog: HelpMyBrand.com
twitter: @TomMartin
web: www.z-comm.com
www.budurl.com/TomMartin
Digital Biz Card: Txt TomMartin to 50500