What’s Next in Marketing, Media & Research – The Trends that are Going to Drive Business ….

and Your Career Forward -

U of T Graduate Night – Agent Wildfire Presentation

An Unbelievable Offer

26 Bankable Trends 15 Pieces of Career Advice

3 Instant Fame Offers

Who Am I – Sean Moffitt

Who Am I – Sean Moffitt

Our Mission @ Agent Wildfire

“Get Noticed”

“Get Talked About”

“Get Advocated”

Buzz Marketing Social MediaCustomer Collaboration Brand Communities

Influencer Marketing

User Generated Content

Product Seeding Social Networks Referral Programs

Grassroots/CauseMarketing

ExperientialMarketing

Viral Marketing

Attention OverloadWe Do This…We Do It Well

Should we Talk About The Elephant in the Room?

The economy is bad…like really bad

We are in the Big R for awhile…

Yikes, Advertising is taking it on the chin…

- Group M forecasts media spending down 3.2% in 2009- Zenith Optimedia forecasts 5.7% down in 2009- Morgan Stanley could envision a +10% drop in spending depending on the economy

How will we carve up the pie…

Well, we’ll be eating less media:- 93% of CMOs believe the economy will have a significant/moderate impact on their budgets- 70% of CMOs plan on reducing their marketing spending

The long slow decline into irrelevance…

Perhaps a premature announcement, but why wait.

2009 Anticipated Declines:

- 15% Newspapers- 13% Consumer Magazines- 10% Terrestrial Radio- 4% Network TV

Source: Jack Myers Media Report

Another change you can believe in …

Canadian Marketers plan on spending more/less in 2009:

More LessNewspaper 5% 32%Radio 5% 33%TV 4% 37%Magazines 3% 39%Social Media 23% 16%

There is hope…

…Don’t Despair, 26 trends to capitalize on

Attention Overload

3,000 ads get pushed at us each day - 6 times the volume vs. 40 years ago…the tougher it is to breakthrough, the more we do and invest

Attention Overload

More Volume Captive Audience Better Filters

…Be the First …Get Clever …Learn SEO

Brand Community Building

Brand Community Building

Running - Nike Plus Finance- Wells Fargo Stagecoach Island

Hospitality – My Starbucks Idea

B-to-B - Intuit Quickbooks Community Automotive - Camp Jeep

Travel – Starwood’s The Lobby

Tech – Dell Ideastorm eCommerce – eBay Powersellers

Mobile – Virgin Insiders

Brand Community Building“60% of Fortune 1000 companies will seek to build some type of customer brand community for the purpose of relationship building or collaboration by 2010…

50% of them will fail.”

Gartner, Nov 2008

Customer CentricityPercentage of

executives who believe the Customer Experience is the new

battleground - 95%

Percentage that believe they are

delivering a positive customer experience

- 80%

Percentage of their customers who agree

- 8%

CEOs – The Most Critical Driver to Achieving Growth

Business Strategy

Customer Service

Customer Experience

Sales Force

Marketing Strategy

Product development

Pricing

Distribution

Advertising

Promotions

19%

16%

15%

11%

11%

7%

5%

4%

?

?

Democratized Advetising

The Rise of User Generated Media

51%

35%

27%

23%

34%

49%

65%

73%

77%

66%

Millenials (13-24)

Generation X (25-41)

Baby Boomers (42-60)

Matures (61-75)

All Respondents

User Generated Media Company Generated Media

Net Generation

Source: Harrison Group

Experiences

- of consumers who say majority of customer experiences are “bland” Source: Gallup

69% - Of consumers who say emotions account for ½ of their customer experience Source: Strategic Resource Development Group, 2006

Of consumers who had a negative service experience in the past year AND those that subsequently severed the relationship Source: Customer Focus

96&80%

49%

Experiences

Free Agent Agency Enterprise

Free Agent Agency Enterprise

0%

10%

20%

30%

40%

50%

60%

70%

80%Net Generation (13-24)Other Segments (25-75)

Watching/ReadingContent

Playing OnlineGames

Socializing

Watching VideoStreaming(i.e. YouTube)

Creating PersonalContent

Maintaining/Sharing Photos

Reading/PostingMessage Boards

Keeping a Blog

WatchingTV Online

Generation Y Impacts

Generation Y Impacts

Generation Y Impacts

Humanization of Brand

So True…

Influencers

“The Ones Who Create Ideas”

“The Ones Who Spot & Scout New Stuff”

“The Ones Who Sell and Lead Opinions”

“The Ones Who ProvideCredibility”

“The Ones Who AttractAttention”

“The Ones Who Connect & Spread the Word”

The Law of a Few - 70% of Wikipedia’s content is produced by 1.7% of its audience

- Top ranked Influencer belief – “I love talking to others about things I’ve just discovered”

- Influencers are 2x more active, more conversational and/or more brand-involved than the mainstream consumer

The Law of The Few: “The answer is that the success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts.”

Malcolm Gladwell, the Tipping PointMalcolm Gladwell, the Tipping Point

InfluencersTurning Users, Customers and

Consumers

Into Authors, Producers, Scouts, Testers and Collaborators &

Broadcasters

Into Community Members, Advocates, Ambassadors

and Evangelists

Thinktank/SoundingBoard

Scout/MysteryShopper

AdvisoryCouncil/CauseTorchbearer

SeededAdopter/Beta Tester

Customer

User

Consumer

Collaborator/Producer

Evangelist/Ambassador/Advocate

CommunityMember/VIP Insider

Influencer

Joint Ventures

Karma Capitalism

Local is Where It’s At

Mobile Marketing

Mobile Marketing

Networking Integration

Online Spending

25%

If we spend 25% of our media time online…

8-12%

…why do we only spend less than 8-12% of our budgets on web media?

Psychographic Targeting/Profiling

Quasi Profile

Reputation Management

Semantic Web

Transparency/Authenticity

60% of people have a much more negative view of marketing and advertising than a few years ago

27% trust manufacturers

14% trust ads

8% trust celebrities

61% of people claim to buy the same brands as their friends (+28 pts. Vs. 4 years ago)

90% trust their spouse

82% trust their friends

Transparency/Authenticity

You supply commodiities- Available

You control goods- Cost

You improve services- Quality

But you render experiences- Authenticity

Transparency/Authenticity

Uber Connectedness- 3.3 billion cell phone users

- 1.5 billion Internet users

- 1.6 billion social network members

- 130+ million blogs

- Ave. No. of Blog links - 12

- Ave. No. of Facebook friends - 164

- No. of Per Person Brand-Related Conversations Each Year – 4,650

Visual

Word of MouthExpected 5 year

Compound Annual Growth Rate

Word of Mouth 27%Internet/Mobile 14%Branded Entertainment 13%Custom Publishing 11%Out of Home 10%

Source: Veronis Suhler Stevenson

XX

You Do It

Zopa

Future Marketing Tactics

Source: Agent Wildfire

What forms of word of mouth will experience the most growth in the next few years ? (top 3 choices)

Social media marketing 37%Social network marketing 35%Mobile marketing 34%User-generated Content 31%Influencer marketing 28%Brand communities 20%Customer forums 17%Branded entertainment 16%Cause-related marketing 14%Brand microblogging 14%Buzz marketing 13%Corporate/brand blogging 11%

Future Marketing Tactics

Source: Agent Wildfire

What forms of word of mouth will experience the most growth in the next few years ? (top 3 choices)

Social media marketing 37%Social network marketing 35%Mobile marketing 34%User-generated Content 31%Influencer marketing 28%Brand communities 20%Customer forums 17%Branded entertainment 16%Cause-related marketing 14%Brand microblogging 14%Buzz marketing 13%Corporate/brand blogging 11%

Career/Interviewing Advice• Network like crazy

• Build a weak tie network

• Jump on Twitter/LinkedIn

• Be on Facebook, don’t be too drunk on Facebook

Career/Interviewing Advice• Reinvent the Resume (Resume 2.0)

• Volunteer for something good

• Be vigilant on follow up

• Attend events – MESH, CMA, IAB, Camps, Facebook Events - Twitterbrunch

Career/Interviewing Advice• Have a game plan

• Anticipate the big questions

• Do your Google homework

• Don’t take a first job beneath you

Career/Interviewing Advice• Meet one new senior person every month

• Negotiate for exposure, but don’t be a pest

• Be different – bring a portfolio, a plan, wear something different, strike a bargain

• If failing, let it hang out, show your passion

The Kickass Offer

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URL: www.AgentWildfire.com

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