Jan 28, 2010

Soon everything will be social

Posted by Edward Boches on 01/13/10

We give a lot of presentations as you would imagine. Here’s a recent one that we thought might be relevant. A take on the consumer’s changing habits, her transformation from spectator to participant, and some examples of how brands (some Mullen clients, some not) are engaging.
Following are basic notes from the presentation, along with the corresponding slides. I know, we should have recorded it. Maybe next time.
1. This is a modified version of previous content for presentation to Mullen clients regarding social media trends, consumer behavior, and what brands are and can be doing.
2. Numbers. Every presentation needs some numbers. Proves that what you’re talking about is significant. And yes, social media spending, from paid to organic is growing.
3. The equivalent of 86,000 full length Hollywood feature films are uploaded to YouTube weekly. Facebook is fifth largest country in world. Twitter up. Lots of people blog. Get it. The consumer is participating, generating content, sharing, distributing, being the medium.
4. The seven trends as I see them.
5. From fan pages to blogs to Twitter to communities to rants to comments.
6.  Still love this.
7. Branson, Jobs, Hsieh, even Frank from Comcast and the guys and women on Twelpforce.
8. Don’t f*&^ with me or I’ll tweet you up.
9. What, you think one insight and one campaign message work in a world where we can’t even agree on a spaghetti sauce?
10. No one has time for your message. Too busy creating their own.
11. Fast, portable, accessible. That’s the new definition of quality.
12. No one really knows.
13. But this is for sure.
14. Remember this? The great Maxell ad?
15. What side of the camera are you on?
16. A brand makes a spot.
17. A day later the consumer version is on YouTube.
18. Old story but still a good one.
19. You wanna negotiate?
20. No, he’s not a used car salesman. He may be the new best example of how to build a business.
21. Video camera, folding table, honest content = $80 million business.
22. Campfire deserves all the awards.
23. Who needs mainstream media when there are bloggers and videographers to spread the word. Learn how to connect, engage and inspire them.
24. A roach coach and a Twitter account (and a decent bbq sauce) are all it takes to busild a business.
25. HP makes some spots.
26. But who’s really going to tell the story.
27. That’s right, we are. Check out You on You.
28. Yes, the content needs to be good, and people do like entertainment, but think of them as a medium, not just an audience.
29. And don’t forget the value of embed code.
30. Don’t know how successful, but a cool idea.
31. Because it thinks in terms of a customer’s relationship to media and content not just to a category and brand. And it realizes that in social your product isn’t your product, it’s your content.
32. Take the easy way out, get your consumer to do the work. They want to anyway.
33. Looks like an ad, right?
34. Nope. It’s really just the beginning of a conversation. An invitation to talk, share, engage. And for the brand a chance to listen.
35. Love this. http://artofthetrench.com
36. If you need convincing, check out how many times people share and pass stuff around.
37. Even better, let your community BE the story.
38. Even better, let your community BE the story.
39. …a platform that helps workers find jobs.
40. Consumers create, share, pass along and join in the donation of money to Feeding America. The Bread Art Project
41. Dunkin’ helps its customers look good to their friends and sells more coffee in the process.
42.What’s a presentation without something from Nike?
43. Crowdsourcing is everywhere.
44. Our online magazine written by Gen Y. It gives young writers a chance to develop a voice. It offers us an experiment and lesson in crowdsourcing. It gives brands access and insight to their future and current community of Millennials.
45. Big news.
46. Not sure this really lines up with the brand’s persona, but it’s a big idea. And it says that community matters to every brand.
47. Used to say: Good advertising tells you what a product does and why you should buy it. Great advertising expresses what a brand stands for and invites you to share in its beliefs.
48. Not anymore. Now it’s about your beliefs and whether I (the brand) cares about you (thank you Big Spaceship’s Michael Lebowitz for this thought).
49. The best expression of what WOM is all about.
50. So even if you use social to “broadcast,” show that you are helping your customers. What you do matters more than what you say. This is the Albion bakery thing.
51. The video, if it works here.
52. Shows they listened.
53. Trying to be real people and respond in real time. Doesn’t always work as well as the concept, but still good.
54. You and your customer.
55. What we do, how we approach it. Note the first two are what all SM types say. We think brands need to also do the latter three. This is business, right?
56. You still need a strategy, tactics, timetable (forever) and measurement.
57. Among the many things we measure.
View more presentations from edward boches.