A Shift Is Happening
James Andrews Ketchum Interactive
Analysis
Thoughts
& Strategies
On How To Reach
Consumers With Digital Lifestyles
This Presentation
Uncovering The Digital Lifestyle
Talking To The Consumer In Stereo
Generation C
Silicon Valley + “Old” Hollywood
Silicon Alley/ Music Business Dotcom Survivor
Agency
Palo Alto UCLA Dionne Warwick
Immortal/Epic Columbia Records Strategic Marketing DJ Jazzy Jeff
Ecko Unlimited Urban Box Office SoulPurpose.com Fastcompany.com
Sprite Global/Coca-Cola The Truth.com Vibe Magazine Proctor & Gamble NBA
Quick Poll
RSS Corporate/Personal Blog Tagging/Social Photo Sharing Skype/IM Wiki Video Blog/Web Video Widgets Social Networking Second Life
Web 1.0 was.....
Static Centrally Managed Slow To Change Tech Heavy
Web 2.0. is.......
About creating About sharing Web 2.0 is about open communication
1.0 vs 2.0.
“Web 1.0. was Commerce Web 2.0. is People”
Ross Mayfield
“Web 2.0 seems to be like Pink Floyd lyrics: It can mean different things to different people, depending on the state of your mind”
Kevin Maney
State Of The Union
UK Online Advertising to Overtake TV by end of 2009 China surpasses U.S.A. as No. 1 nation in internet users” “We’re not in the business of keeping the media companies alive, we’re in the business of connecting with consumers” (Trevor Edwards, Nike VP-Global Brand) Nike spends only 33% of US Advertising budget on ads with television networks and trad. media
Nielsen E-Commerce Research
85% of the world’s online population has used the internet to make a purchase 40% increase within two years South Korea was tops on the list with highest percentage of online shopping at 99% (UK-97%, Germany-97%, Japan-97%, U.S. was 8th with 94% Books are the most popular online purchases (41%) followed by Clothing/Apparel (36%) and tech products (24%)
The Landscape
Marketing & Communications has changed.... 1980’s: Fewer ads that reached more people w/ undivided attention Today: More ads that reach fewer people paying less attention
Landscape (cont.)
More product, more access and more media + digitization of media has resulted in a radical change in world of advertising & media Consumers are not listening anymore They are creating, selecting and therefore changing how we reach them
Ready For A New Consumer To Reach???
WELCOME TO “GENERATION C”
WHERE THE “C” STANDS FOR CONTENT
A generation that co-creates and customizes content faster and in multidimensional ways and then connects with the global community Welcome to Generation C, where the C is for Content. This generation is not defined by age rather mindset-as kids get older faster and young adults want to stay young longer. All over the world, creative, technology savvy individuals are using technology--web sites, cell phones, digital cameras and online games as means to create their own content to express themselves and share this with a more accessible and connected world
The Opportunity
To become successful in engaging Generation C it is important to provide them with an opportunity to create, develop and distribute “content” Acknowledge and harness their deep human need for control and for exposure Content creation by teens continues to grow with 64% of online teenagers engaging in at least one type of content creation (Pew Internet, Dec. 2007)
Generation C Digital Identity
Connect Communicate Collaborate/Co-Create
Customization
Conversation Collect/Categorize Community
Collective Wisdom
Collaborate/ Co-Create
•Wikis •Consumer Generated
Media •Open Source Software •Creative Commons •Mashups
Collect/Categorize
Tagging Social Bookmarking Search Engines
Collective Wisdom
Ratings Sites Wikipedia Social News
Connect
•Social Networks •Mobile Text Messaging •IM/Twitter •Skype
Conversation
•Blog Trackers
(Ketchum ChatTrax)
•Meme Trackers
Communicate
Blogs Podcasting Video Blogging Video Sharing Photo Sharing
Great James!
You Gave Me A Lot of Information
And You Clearly Know What You Are Talking About
However......
How Do We Use This At Burrell???
UNCOVERING THE DIGITAL LIFESTYLE
“It’s About Reaching Consumers w/ Digital Lifestyles vs Just Building More Websites”
James Andrews, Vice President-Ketchum Interactive
“If The News Is Important It Will Find Me”
Sen. Barack Obama videotaped response to President Bush receives little attention from newspaper and television Catches fire online and appears on Youtube’s most popular list and Google’s most blogged list. Viewed 1.3 million times and linked by more than 500 blogs and distributed widely on Facebook and others In a focus group, a college students said, “If The News Is that Important It Will Find Me”
How to control millions of inaccurate and divergent conversations?
YOU DON’T
“Consumers are beginning in a very real sense to own our brands and participate in their creation … We need to begin to learn to let go.”
A.G. Lafley, CEO and Chairman of P&G, October 2006
The rules have changed! Marketers must shift from an “us vs them” mentality to a “we” mentality
The Decentralized Digital Life
Loic Le Meur’s Social Map
Reaching Your Consumer In Surround Sound
Your Brand In Mono
Audio Blog Video YourBrand.com Email Video
Community
Your Brand In Stereo
Social YourBrand.com Lives Everywhere!!! Blog Community Email Video Podcast
Now You Too Can Be Many Places At The Same Time
And Talk To Her
Connect Communicate Collaborate/Co-Create
Customization
Conversation Collect/Categorize Community
Collective Wisdom
Case Study: Zappos.com
Carol’s Daughter Blogger Roundtable
Took a traditional PR tactic and made it non-traditional Speak to bloggers using tools they respect and know Utilized streaming webcam, Twitter, Instant Messenger to connect with bloggers
In a million channel world, brands whose consumers tell the best stories win
WHAT’S NEXT YOU ASK??
Qik.com
Live Webcam from your Phone
Mobile
Forecasts for Mobile Social Marketing
82 million users in 2007 to over 800 million worldwide by 2012.
Ning.com
Social Networking Designed For YOUR Community
Questions?????
Marketing 2.0. Toolbox
RSS
RSS
RSS is Your Online “Paper Boy”
Google Reader
Tweeting, Twitting, @Twitter......
Linked-In
How Connected Are You?
Del.icio.us