Schulich MBA 4 Myths of Digital Marketing

Digital  Marke,ng  Reboot  

It’s  ,me  to  bust  some  myths  

channel  Digital  is  a  

MYTH #1!

h9p://bit.ly/d29SBj  

Content  replaces  communica0ons  as  primary  Web  use…  A  drama0c  shi8  has  taken  place…  with  consumers  now  spending  47%  of  their  0me  with  content  and  only  33%  with  communica0on.  

Center  for  Media  Research,  2007  

h9p://bit.ly/9PVcXA  

h9p://bit.ly/digipub  

Meet  Kevin  

Kevin  wants  to  go  to  NY  to  party  

So  Kevin  emails  his  boss  

It  might  have  worked  before  Facebook  

“your  average  slob    is  just  as  likely  as  a  well-­‐connected  person  to  start  a  huge  new  trend”  

       -­‐  Duncan  Wa9s  

reach  reach  reach  

Influence  is  nothing  but  

MYTH #2!

Most  PR  companies  will  sell  you  a  database  of  bloggers  who  have  lots  of  reach  into  your  “target  audience”  

It’s  about  finding  those  who  are  most  passionate  about  your  brand.  

Which  is  easier  than  it  sounds.  

They  also  happen  to  be  the  most  visible  and  vocal.  

h9p://bit.ly/marmit  

Social  Media  

scale  doesn’t  

MYTH #3!

Really?    It  doesn’t  scale?    Oh.    You  mean  in  Canada.  

Image  source:  vividBreeze  on  Flickr  

March  2008,  YouTube  reaches  71%  of  Online  Popula,on  in  Canada  April  2009,  YouTube  reaches  47%  of  Online  Popula,on  in  USA  

Image  source:  René  Ehrhardt  on  Flickr  

Oh.    You  mean  your  team  of  4  people  can’t  scale  their  efforts  to  converse  one  on  one  with  millions.  

Image  source:  julien  `  on  Flickr  

DUH  

The  value  of  Social  Media  lies  not  in  our  use  of  it  as  a  tradi,onal  channel  where  a  small  number  of  people  can  reach  a  massive  group  of  people  and  drive  changes  in  their  behavior.  

Rather,  it  lies  in  humanizing  our  brand,  exposing  the  people  behind  the  company,  and  crea,ng  amazing  experiences  across  all  touchpoints.  

Those  companies  that  hire  a  small  team  and  make  them  solely  responsible  for  all  digital  channels  will  most  surely  fail.  

Image  source:  The  Dachis  Group  

And  yet  most  companies  are    doing  the  exact  opposite  of    what  is  needed.  

Facebook  access  is  blocked.  Web  ac,vity  is  monitored.  

Image  source:  sarah  sosiak  on  Flickr  

But  can  you  really  block  the  Internet?  

65 million active users currently accessing Facebook through their mobile devices.

People that use Facebook on their mobile devices are almost 50% more active on Facebook than non-mobile users.

There are more than 180 mobile operators in 60 countries working to deploy and promote Facebook mobile

17%  of  Twi9er  users  have  “Tweeted”  from  the  toilet  57%  of  smart  phone  users  have  accessed  Internet  from  the  washroom  

Viral  is  a  linear  

MYTH #4!

event  

in  fact,  if  someone  tells  you  to  “do  viral.”  RUN.  

it’s  be9er  to    talk  about    

Talkability  

Zappos  VS.  Endless  

Zappos  VS.  Endless  

Zappos  is  built  on  conversa,on.  Employees  to  fans,  CEO  to  Employees,  CEO  to  fans.  Everyone  isn’t  just  

sharing,  but  excited  to  do.    

What  makes  a  brand  social?  

CULTURE.  

h9p://bit.ly/neilixpres  

CONVERSATION.  

h9p://bit.ly/nikehead2head  

MEANINGFUL.  

h9p://bit.ly/nikeplusad  

h9p://bit.ly/nbawah  

h9p://bit.ly/noahkalina  

 this  isn’t  just  a  race  for  the  most  video  views,  but  crea,ng  long-­‐term  plaiorms  for  conversa,ons,  meaningful  interac,ons  and  a  culture  that  encourages  it  to  con,nue.    

Senior  Strategist  Trist  Image  

h9p://twi9er.com/paulmcenany  h9p://www.heehawmarke,ng.com  

Director  of  Strategy  Twist  Image  

h9p://twi9er.com/passitalong  h9p://www.craphammer.ca