How Technology Has Led to the Socialization of Marketing

Presented by Transient Identiti

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What Once Was is No Longer…

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Traditional Purchase Funnel

Source: Resource Interactive

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Societal Shifts

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The Societal ShiftsRedefining Going-to-Market Approach

+ Demography is dead– Technology content tends to be presented based on

demographic characteristics instead of behavioral insights.+ Queens trump Kings (MOMOCRACY)

– The conversational sell around marketing often lacks intuitiveness in it’s approach

+ Shift from institutional power to individual– The sell-through process has lost its inherent control– 70% of digital content will be generated by individuals by 2010

+ Cooperative consumption – Collaborative ownership

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The Societal ShiftsSocial Technological Connection

Connectivity and Engagement in Real Time Lack of tolerance for a “disconnected Internet”

Social brand communities replacing the traditional consumer base Wine tasting and tupperware parties in the

physical world have evolved into micro-social network online

Consumers will continuously blend marketplace, workplace, and life place. Use of SMS, IM, and Social Networking will

expected as the norm across all aspects of daily life.

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The Societal ShiftsSocial Technological Connection

Moore's Law (Intel philosophy)

“Technology has now gotten a hold of

the discipline of Marketing”

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The Disruptors

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The DisruptorsIntroducing Citizen “You”

+ The notion of buyer beware has now been replaced by a savvy consumer mindset that knows brands need them more than they need brands!

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The DisruptorsThe Co-Creators

+ We have witnessed the emergence of the amateur everyday thought leader.

Citizen Journalism

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The DisruptorsIntroducing the Prosumer

+ He/She Consumes, Analyzes, Repackages, and then Redistributes as if being a complete “marketing channel”.

Source: Businessweek.com/Blogger Armano 2006

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The DisruptorsSocial Media

+ Communicating, connecting, collaborating, collecting, customizing, and conversating.

Wikipedia defines Social media as an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio. This interaction, and the manner in which information is presented, depends on the varied perspectives and "building" of shared meaning among communities, as people share their stories, and understandings. In the context of Internet marketing, Social Media refers to a collective group of web properties that are driven by users. For example, blogs, discussion boards, vlogs, video sharing sites, social networks, list servs, user groups, and forums.

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The DisruptorsOther Critical Drivers

MillennialsGoogleOpen Source Movement

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The Universal Truths

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The Universal TruthsMarketing Management Crisis

+ In many organizations, the corporate marketing function has lost budget, head count, influence, and confidence resulting in strategic consequences that run deeper than many managers may realize.” Source: MIT Sloan Management Review

+ Average CMO Tenure is less than 18 months for the Fortune 500.

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The Universal TruthsNew Rules of Engagement

Marketing has shifted from a paradigm of dictation to dialogue.

Technology is the enabler for advancing the dialogue to facilitate a

deeper awareness of the brand.

“Consumer generated media, customer conversations, and the notion of on-demand consumers are redefining how advertisers

connect their brands to consumers”.

“With consumers spending less attention at any one touch point, successful marketers will need to be at every touch point.”

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Markets Are Conversations!

Excerpt: Cluetrain Manifesto"Markets are nothing more than conversations. See these magazines? They’re a form of market conversation. We should already be in their stories. We are key to the subject, but we’re missing in action after working in secret for years. Our only hope is to talk. Starting now."

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The Universal TruthsNew Consumer Social Graph

Source: Dion Hinchcliffe

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The Universal TruthsTechnology as Personalization Tool

+ Technology (driven by Social Media) has allowed an individual to create an online reflection of the social interactions people have in the real world.– The result generated from brand engagement will offer insight

as to how the target views any subject matter.

+ Technology (via Social Media) has allowed all demographics to create a digital representation of themselves for other people to see.

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Social Connectivity Emergence

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Social ConnectivityExtended Consumer Touch Points

source: Robert Scoble & Darren Barefoot

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Social ConnectivityImpact of Joining the Market Conversation

Source: Blogger David Armano

Each numeric representsan contact point of influencethat draws on the multiplier effect.

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Social ConnectivitySocial Networking driving Hyper connectivity

+ The portability across social platforms will allow users to go beyond taking their identities, but their friends too across the digital landscape.– Facebook Connect, Windows Live, FriendFeed are attempting to

map the things that happen in real life.

+ Social Networking will move beyond a single destination experience and become engrained in the everyday Internet experience.– Consumers will talk to each other across the web, hence

discussions around brands are no longer siloed to a single platform or network but are spreading to a wider swath of sites in one communication stream.

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Social NetworkingConnectivity by way of Venus

+ If Web 2.0 is all about being social, then the future of the Internet is going to look pink and the social media’s future is all about women.

+ Women are outpacing men in the growth, daily usage, and overall engagement of social networks.– Women style of communication is more relationship driven;

less transactional

+ Social media is increasingly becoming more in tune with the female psychographics.

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Business Implications

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Business ImplicationsBrand Socialization

+ Brand Socialization refers to the process of the brand learning the consumer culture and how the brand could exist within it.

+ Brand Socialization should identify the skills, the methods, the habit, and the technologies, necessary for acting and participating within that given society.

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Business ImplicationsBrand Socialization

Source: Mitchel Demoor

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The New Model

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The New ModelRedefined Purchase Funnel

Source: Resource Interactive

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The New ModelProduct Innovation/Product Development

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The New ModelGoing to Market

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“CROWD SOURCING”

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Future of Brand Marketing

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Future of Brand Marketing

Brands need not interrupt their customer’s natural inclinations and habits, but rather build contextual relevance around them to enhance their experiences.The idea is that the brand is an enabler of those very customer experiences that synchronize with the brand’s core identity.Brand marketing is shifting from being “seen” to being “shared.”Next paradigm is Marketing as a Service; meaning the brand must now offer some sort of utility.

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Future of Brand Marketing

+ “Brands no longer look for ad campaigns…they are in search of a platform around which everything related to the brand can live.”– MyCokeRewards.com

+ People are building brands, not advertisers, not brand stewards, and not ad agencies.

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Future of Brand MarketingTransmedia Approach - Heros

Clips With two-minute summaries of every episode, plus season walk-throughs, featured clips, and video dossiers on each character, there's no excuse for falling behind. Behind the Scenes These mini documentaries introduce the composers, set designers, stunt coordinator, et al. Global News Interactive Mock news reports provide clues to the show's mysteries. Two-Screen Episodes While you watch the television broadcast, follow a barrage of polls, quizzes, and other real-time pop-ups on the Web site. Video Commentary Within 24 hours of an episode's TV broadcast, NBC posts a Web version with video commentary from writers, producers, and cast members. Fan-Generated Content Wiki Open-source explanations to all things Heroes. Did you know that the license-plate number of Hiro's father (played by George Takei from the original Star Trek) is NCC-1701, the same as the registration number of the Starship Enterprise? Fan Site Named "Ninth Wonders," after Isaac's comic book on the show, the Heroes fan site lets obsessed fans post short videos describing their theories, upload their own Heroes artwork, and exchange messages with the cast and crew. For Gaming Systems NBC signed a deal with Ubisoft last summer for a superhero title for PCs and game consoles. In stores by the end of the year. Online Play In Suresh's Loft, you wander the rooms looking for clues. In Claire's Game, you navigate a fiery train wreck to save a dying man. Isaac's Loft is a 360-degree interactive room; clicking on paintings reveals key plot points on the show. Online Comics Interactive Novel A full-length Web-only graphic novel about secondary characters includes a Flash-animated version. Weekly Comics After each new TV episode airs, nbc.com/heroes [1] adds an online comic-book chapter that provides back-story and fills gaps in that week's plot. Sponsored by Nissan. Mobile Game Designed by Gameloft, Heroes: The Official Mobile Game has 11 levels you can download to your phone. The goal is to save the world, of course, but it also helps obsessed fans unlock spoilers. Text Updates If you text Hana's name to the number on her blog, she replies with clues that lead to other Heroes Web sites. Viewers who "apply" for jobs at Primatech Paper receive texts regarding "next steps" from a company rep. Trivia Contest You know Hiro is lying when he talks about: a) thin sumo wrestlers, b) angry samurais, or c) ancient swords. Fans earn the chance to win $1,000 each week by completing weekly quizzes (either online or via text message). Also sponsored by Sprint. Create Your Hero Sponsored by Sprint, this application lets fans create their own Heroes characters and compete to have them featured in an online comic. Novel Charlie, the Texas waitress with the Kodak memory, appeared in only two episodes, but she left a major imprint on Hiro, who failed to save her life. A novel called Saving Charlie delivers "the untold story of Hiro and Charlie." Graphic Novel Wildstorm, a DC Comics subsidiary, compiled the first 34 weekly online comics into a $29.99 hard-cover graphic novel (Heroes, Volume One). After two months, it was in its second printing. Magazine The bimonthly Heroes: The Official Magazine sells for $6.99 and features cast interviews, quizzes, foldout posters -- and plenty of advertising. Alternate Reality Blogs and MySpace Characters Hana and Hiro maintain blogs, while three others have official MySpace pages. Claire, a cheerleader, has more than 11,000 MySpace friends. Vote Petrelli A bogus congressional campaign site for the character Nathan Petrelli, VotePetrelli.com [2], includes downloadable posters and other propaganda. Corinthian Casino & Hotel The Web site for the show's Vegas casino (corinthianlasve-gas.com [3]) gives such straight descriptions that you might be fooled into booking a room -- until Hana hacks in with one of her secret messages (e.g., "I have something to show you"). Primatech Paper On the show, Mr. Bennett's company may be a front for a covert organization, but the illusion of legitimacy extends to the Web site primatechpaper.com [4] and a real phone number viewers can call to apply for a job. Corporate Spying When Cisco Systems wanted to promote its new Web-based video surveillance, it sponsored a site that enabled visitors to spy inside the fictional Primatech Paper facility using a mock Cisco security-cam interface. Yamagato Fellowship This site (yamagatofellowship.org [5]) tells the tales of historical heroes, with a five-part documentary devoted to Takezo Kensei, a mythological samurai whose sword Hiro tries to steal on the show. Activating Evolution Dr. Suresh's novel about genetic mutation is the bible of freakishness on the show. A fake PR site for the book (activatingevolution.org [6]) allows you to read an excerpt, participate in a dream study, and listen to interviews with geneticists.

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Strategic Benefits

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Strategic Benefits

+ R&D+ Innovation+ Direct to Consumer+ Emergence of true Listening Brands+ CRM, Loyalty, Retention

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Future of Brand Marketing

The symbiotic relationship between mainstream media and social media