Web 2.0 Meets Thunderdome

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Web 2.0 Meets Thunderdome

• PANELISTSChris Marriott, General Manager,
  Acxiom Digital
• Jeremy Wright, Global Director, Mobile Brand
  Strategy, Nokia
• Rob Crumpler, President and CEO, BuzzLogic

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• Welcome to Thunderdome

Three men enter, one man leaves
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What were here to debate

• Which digital tactics have demonstrated ROI, and
  which are still mostly hype?
• How should you evaluate emerging digital tactics
  and technologies?
• How do you know when to stay on the sidelines and
  when to get in the game?

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(Chris) Marriotts Law

• The degree of hype surrounding a new digital
  tactic is inversely proportional to its
  effectiveness in driving sales and ROI

When did Motley Cr?e become classic
rock? 1985, Bowling for Soup
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Dont Take My Word for it!
Direct Magazine, Oct/Nov 2006
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But the Dollars Are Still Going Elsewhere
US Spending on Select Direct Marketing Tactics,
2008 (billions)
Are you kidding me?!!!!
Source Direct marketing Association as cited by
Promo Magazine, October 18, 2007
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Under Investing in Email Investing in Emerging
Tactics!
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Social Media Adapt, Migrate or Die

• Rob Crumpler
• President and CEO, BuzzLogic

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(Rob) Crumplers Law

• Its the consumers world.
• Youre just living in it.

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Consider This.

• 60 percent of consumers who read
• any of the 15 million active blogs in the US
• are doing so to get someones opinion.
• Whose opinion Influences
• YOUR potential customers?

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Consumer Buying Behavior Considering an iPhone
switch.
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(No Transcript)
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• The result?
• Potential buyer puts iPhone purchase on hold due
  to concerns about corporate email support.

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The Stats Speak for Themselves Social Media
such as Blogs are Powerful Persuasive

• 15 million active blogs in the US alone
• 1.4 new posts a day
• 60 million Americans read blogs
• 65 of blog readers are reading to get
• an opinion
• 61 of consumers said they trusted blogs as
• reliable sources of information

Direct Magazine, Oct/Nov 2006
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Spending trends have shifted as a result
Companies worldwide will spend 1.2 billion
advertising on social networks this year, up
from just 445 million in 2006. By 2011, the
figure will be 3.6 billion eMarketer, October
2007
Direct Magazine, Oct/Nov 2006
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But how do you spend your budget on the RIGHT
things?

• Uncovering influence in social media is a
  powerful starting point for
• Discover opinion leaders driving the online
  conversations you care about (separate signal
  from noise)
• Verifying impact of the content you think matters
  - and people publishing it
• Understanding breadth and character of the
  people creating and consuming social media
• Reaching, interacting and partnering with the
  individuals out there creating great content.

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How could a brand capitalize on THIS conversation?
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FirstFind the Influencers

• Conduct Influencer Relations programs to build
  credibility
• Comment on their blogs
• Link out to their posts from your Corporate Blog
• BlogRoll Them
• Elicit feedback in product reviews

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ThenTarget the Conversation.

• Who is directing traffic and attention to this
  post?
• Who is this influencer linking out to for
  information?
• What do these linking patterns tell me about
  consumer behavior?

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If I were Apple

• Site target an ad across Gizmodo capturing
  exposure on the posts that knock my competitors
• Tailor ad with compelling message to
  enterprise-level customers
• Extend my marketing messages to the community
  converging around this conversation in the
  blogosphere

If I were Sprint

• Comment on this post, address user concerns
• Site targeted ad with relevant offer
• Tailor and build ad campaigns to different
  opinion leaders and their audiences both negative
  and positive.

If I were Palm, T-Mobile and Motorola

• Site-targeted ad campaign playing up
  enterprise-level email support/capitalize on
  iPhone weaknesses
• Site targeted ad with relevant offer
• Find additional conversations my demographic
  targets are having - ie ringtones, then place
  targeted ads to those engaged consumers

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Which is the most intimate and prevalent medium
of them all?

• Jeremy Wright,
• Global Director, Mobile Brand Strategy, Nokia

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The digital world
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What role will mobile play?
2007
2011
2015
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How will brands use it to best effect?

• Engagement off other channels
• Mobile advertising
• The last mile to a sale
• Incentive and purchase device
• Post sales service
• Customer feedback advocacy

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Some mobile advertising formats
Database marketing
Banner ad to WAP site
Location based advertising
Ad in EPG
On pack promotion
Event engagement
WAP site with interactive mechanics
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Fundamentals

• Trial and learn
• Understand total brand impact
• ROI
• Brand health
• Find your Reach, Relevance and Results

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(Jeremy) Wrights Law
Gone are the days when you couldnt care less
about the 98 in the audience who didnt respond
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Discussion, Debate, Defeat!