Whatnow

Slideshow Transcript

1. Slide 1: WHAT NOW? Straight talk about your brand and social media Leigh Householder Advergirl.com Spetember 2008
2. Slide 2: Stop saying the :30 second spot is dead We’ve all been in THAT meeting. The one where someone says: “No one watches TV commercials. We all fast-forward through them or just watch the shows online” • Reality check: Only 22% of U.S. households have DVRs • That number won’t even hit 1/3 until 2012 • Reality check: Only 10% of online consumers have watched a full-length TV program online
3. Slide 3: Great work still matters in every medium • Saying traditional media doesn't work, is the easy way out. • Americans have more choice than ever before. They’re distracted, multi-tasking, over-scheduled and generally a pain in the ass to engage. • But they’re also still showing up. Online, offline, and everywhere in between: • We each spend 2 hours / day actively watching TV • The set is on another 4 in most households • Our average commute (or time with billboards, radio, bus signs, etc.) is another half hour • And, then we invest almost another entire hour a day buying stuff
4. Slide 4: The real challenge is: SEGMENTING • The new segmentation is: Media choice • It’s a powerful level to lay over your standard segmentation strategy to make every dollar work harder AND begin an evolution (not a bloody revolution) into new, social media TRADITIONALISTS INTEGRATORS UNPLUGGEDS • Consume TV, radio • Grew up with traditional • Engage with media and print almost media but embrace across multiple exclusively online and social tools platforms - value • Value expert opinions • Value “pro am” opinions immediacy, brevity and • May use online tools, and consensus choice but have not made • Mix their media choice • Value peer opinions them their own • Can text with their eyes closed
5. Slide 5: Warning: Age ≠ behavior • The danger in segmenting is in assuming young people behave one way and older people another • Media choice is a determined by a complex amalgam of age, class, education, opportunity and inclination • Reality check: Half of all active bloggers are over age 35 • Reality check: Mom’s powered one of the fasted moving social networks last year (CafeMom). Facebook users: didn’t. • Reality check: Over 30% of 20-somethings don’t use blogs, social networks, Twitter, or tagging
6. Slide 6: Brand check: Are you ready to try social? • Do you have the right story? Is the foundation of your brand compelling and honest? Does it have relevance in the online communities you want to be a part of? • Do you have the permission? Do a gut check - are your execs ready? Are your customers? • Do you have the experience? Are you - or can you get - native in social media? Can you dive deep in some communities and test drive others?
7. Slide 7: Partner check: Is your agency ready? Is your agency really prepared to translate your traditional brand experience to a social one? They’re NOT if: They COULD BE if: • They promise “viral” • They talk about your customers like real • Only people younger than 25 talk people (and not demographics) in the meeting • They talk about ROI in terms of quality • They spew lingo you don’t and quantity understand (and don’t even try to • They’ve successfully executed word-of- explain it) mouth campaigns • They talk more about the tactic • They‘ve built captive marketing groups or than the connection other communities • Their proposal seems totally • They admit they’ve never done it before divergent from your core brand (just make sure to ask them to share the risk - 50/50 on costs)
8. Slide 8: The first thing social changes is the goal Success in Traditional Media Engagement Desire “Watch me” “Want Me” Success in Social Media Trial Pass Along “Try me” “Talk About Me” It’s MORE LIKE: It’s LESS LIKE: • New • Proven • Intriguing • Value • Free • Buy • Exclusive • Inclusive
9. Slide 9: The big question: How much to spend? • It depends: On your brand and your audience. • Baseline: The same percent you invest in any “champion vs. challenger’” media buying. Let’s say, on average, that’s 15%. Spend more if: Spend less if: • Your customers consider peer • Your customers rely on primarily reviews or opinions in purchasing expert advice in purchasing products products or services like yours or services like yours • Your typical customer is under 30 • Your typical customer is over 40 (social media use is pervasive) (social media use a percent of the • You work for a customer-centric population drops dramatically over 39) brand • Your culture is command-and-control
10. Slide 10: Measure, change, act The fundamentals of brand investment haven’t changed: • It has to be measurable. The ROI models are new, evolving and can be radically different. But if it can’t be measured, it can’t be improved. • So that you can react and change: Take what you learned and make the next engagement better. • And be ready to act when you need to: Save a certain percent of your budget to make bold moves. To try new things. You never know where the next big consumer engagement will come from.
11. Slide 11: Other Resources ME: Leigh Householder on Advergirl.com Sources: • Social networking adoption: http://chimprawk.blogspot.com/2008/01/how-many-americans-use-social.html • Compete’s Top Moving Sites of 2007: http://blog.compete.com/2008/01/17/2006-vs-2007-top-moving-sites/ • Bureau of Labor Statistics behavior data: http://www.bls.gov/news.release/atus.t08.htm • Jupiter’s Online Video report: http://newteevee.com/2008/02/08/jupiter-768m-in-video-ads-latent-demand-for-tv-shows/ • Technorati’s State of the Blogosphere report: • http://technorati.com/blogging/state-of-the-blogosphere/who-are-the-bloggers/