Conference Buddies

SESSION LEADER:
Shelly Palmer, Managing Director, Advanced Media Ventures

Propagate your intellectual property = more value

Currency/Value:

• self-selected groups (subscribers)
• attention
• passion
• fame
• intention (Google profits from visitors intention to find/search)
• respect
• things that make your quality of life better

Translate Value Into Wealth

The speed of information is directly related to economic wealth

Social Media

• MySpace = Good for music business, bands
• LinkedIn = don’t put pic if you want to be hired, too much legal liability
• Twitter
  • mico-blogging generating micro-fame
  • a tweet is a blog post
  • tweet value and make it personalized

Social Bookmarking: Turning monetize information into knowledge

Digital communication is faster, not more effective – Quick does not mean good

Websites should be straight forward on your purpose and self-persentation without many clicks deep.

SESSION LEADER:
Paul Pangaro, Ph.D., Co-Founder and CTO, CyberneticLifestyles.com

Conversational Marketing/Media

How do we design for conversation? By Applying Cybernetics:

• Science of “getting what you want”
• Helps us to understand, navigate & regulate complex systems
• encompasses individual, social & technical aspects includes a branch called “conversation theory”

1. What are the goals?
2. How do we measure if we’re on course?
3. What are the levers?

Context (Advertising Media) > Shared Language > Action > Reaction > Action > Exchange > Agreement > Transaction

These fundamentals will not change:

• Brands want consumers to buy
• Consumers need to believe by buying they will get what they want

1. Join the converstaions
2. Understand which conversations can be influenced
3. Facilitate productive conversations

Customer terms/language: consumer need-states, wants & desires

• then can communicate want to brand, want experience

Enticement to be engage: collaboration, voting, commenting

Agreement = common history, trust built, beliefs are validated or changed

P2P (Person to Person) + Internal Conversations are needed to ensure beliefs are shared

Trust is Established:

• History ensures compatible goals
• Sets expectations for future conversations
• Trust is powerful – it lowers risk & saves time

Transactions:

• Ability to coordinate beliefs with customers in order to lead to actions/transactions

Conversation Relationship Management – Relationship History Trust > Lifetime Value > Infrastructure of Commerce:

1. Context
2. Language
3. Exchange
4. Agreement
5. Transaction

How to find the right moment to present & engage?

All successful evolution is co-evolution: each participant must change in response to the other

• Conversation is the most efficient means to co-evolution
• Design for conversation = viability today & tomorrow

Are you sincere in your message? Truthful?

Conversation Engagement Other Than Twitter, Facebook, etc:

• Suggestion Box
• Widget Platforms

SESSION LEADER:
Conor Brady, Chief Creative Officer, Organic

SESSION PARTICIPANTS:
Niels Aillaud, Senior Manager Digital Marketing, LG Electronics
Scott Briskman, VP, Executive Creative Director, Agency.com San Francisco
Jared Cluff, VP, User Acquisition, Ask.com
John Rabasa, Executive VP, Managing Director, Publicis Modem West

1. Markets are conversations, but make sure you are invited
2. Social Media is about 2 things: context & people
3. Participation is good, but creative participation is better
4. A good campaign is organic, and will want to keep going
5. If your brand is friended, be a friend back: commitment to be active in the community

Start with one channel for testing, the top performers will be expanded & built-on to the next medium/channel. Examples include:

LG Phone:

• From Micro-Site to Facebook
• Viral Marketing on YouTube to Landing Page to Micro-Site

Ask.com:

• Display Ads (Simple Flash) to Rich Media (Video Banner: 15 sec.) to TV
• TV advertising included:
  1. Contextual Crawls: Bottom Third of TV (performed 4 times better than commercial spots)
  2. Commercials: 15 sec. spots
  • Ask.com: evoke curiosity
  • LG Phone: top fashion theme

Creative & Strategic Capital: new way of integrated marketing

Relevance between message to audience

SESSION LEADER:
Michael Perman, Senior Director, Levi Strauss & Co.

Storytelling inspires change

“Better Thoughts Through Thinking”

Stories has us “go the distance” with customers

1. Publicize customer stories around the brand
2. Build loyalty for brand through connection & added value
3. Creativity in Delivery (ie. animation, short story, long story, advertising, etc.)
4. Companies that used this approach: Levi’s, FedEx, Omaha, Harley Davidson
5. Stories magnify the facts
6. Face Value = Human Value

Brand are the ones that survive the recession

Understanding how people think & communicate

Success of Story:

1. Have/Evoke Meaning & Emotion through Sensory Stimulation: Evoke Empathy
2. Get a character, describe that character
3. Need to have a souvenir: leave an impression through recognition of experience you can relate to
4. No intro, just start with a story
5. Mapping: bringing people through spaces & time by providing background (image, music to generate a mood) to guide the thinking
6. Storytelling as a brand experience
7. Comments, Reviews, etc. – Tools & ability to tell a story: give people the ability to share their voice = more valuable

SMX @ AD:TECH – Trends & Developments In Search Marketing

MODERATOR:
Danny Sullivan, Editor-in-Chief, SearchEngineLand.com

PRESENTERS:
Dana Todd, CMO, Newsfoce, Inc.
Jeffrey Pruitt, Advisor, iCrossing
Sandor Marik, Direcor of Marketing, Conde Nast Digital
Jim McDonald, Senior Manager, Search and CRM, Match.com

• Search is an Always-on Network
• The Market Opportunity
• Search (SEM) is a $13.5B market (88% paid search, 11% seo, 1% other)
• 75% of Advertisers track performance, 25% track brand impact
• Sempo + emarketer:  Online Advertising = $40B market
• DAO = Digital Asset Optimization, not just SEO
• Search = Social as well

Advertising Platforms:

Ad Platforms include APT, Google, etc.

Convergence of Search and Display:

• Search wants more branding
• Display wants more performance

Brand Model

Program management => Research -> Experience -> Planning -> Optimize -> Advertise

Creating connected brands: Aware, Active, Useful, Trusted

Search/SEM People = More Linear, Analytical

Search People = More Linear, Analytical.  Very analytically minded people

More data in needed, to define and hit target

Know the marginal cost of acquisition

Attribution modeling
Search drives the last click
Engagement mapping

Quote from Jim McDonald (Match.com) Display Advertising, Ad Networks have a hard time to do true A/B testing from cookie to conversion

Social Media and Social Search may be giving Google some competition (i.e. Facebook feed, twitter, etc.). Sandor Marik (Conde Nast Digital)

6% time on search, 94% of time online not utilized by Google

Yahoo APT = Display advertising exchange, has 800 newspapers in consortium.  Now being rebuilt to overcome issues.

How does new search companies differential themselves.

Social has impact on search and search results.

Danny Sullivan: Google not even in the game of Twitter.   Whole space out there.

MODERATOR:
Neil Strother, Analyst, Forrester Research

PANELISTS:
Steve Schaffer, Founder and CEO, Vertive – Publisher of Offers.com
Jarvis Mak, Senior VP, Global Research and Insights Director, Havas Digital
Peter Bordes, CEO, MediaTrust
Kelly Powers, Senior Manager, Customer Acquisition, Zazzle

Performance Marketing:

1. Lead
2. Referral
3. % of Sales

Affiliate Channel seen as Marketing Channel

1. Evaluate Pay to Affiliates
2. Involve in this arena
3. Ramp & Optimize – data points to find attribution
4. Holistic Approach

Online Marketing Eco-System:

1. Search
2. Display
3. Etc.

Online Channels:

1. CPM
2. CPC
3. CPA = Performance Marketing

MODERATOR:
David L. Smith, CEO, Mediasmith

PANELISTS:
Jon Gibs, VP, Media Analytics, Nielsen Online
Erin Hunter, Executive VP, comScore
Young-Bean Song, Director of Analytics & Atlas Institute, Microsoft
Scott Ernst, President, Compete
Todd Teresi, Chief Revenue Officer, Quantcast

Net Reach vs. Gross Reach

Net Reach = takes into account duplicates

GRP = Gross Rating Points

• Reach & Frequency on the web?
• Non-Existant today for online marketing
• Reach & Frequency should be of entire campaign rather than just the property
• % of audience is reaching = branding

Internet Branding Can Reach People Not Reached by TV.

• When it comes to branding, TV is the most successful due to its broad awareness. Internet as runner up.

Understand basket of audiences: Research through retargeting which is not scalable for ROI, just nice to know

Behavior: what searched about campaign, looked at, site visited – who & where

Next steps: % reach in certain groups of audience

Search being the last guy in & given the credit while display is the first step in driving the prospect into the sales cycle

The Buzz, Internet users searching about your brand:

• Social Media to help you see what people are saying about your brand not as advertising

More info:
www.mashable.com

MODERATOR:
Randall Rothenberg, President and CEO, IAB

PANELISTS:
Neil Ashe, President, CBS Interactive
Jeff Berman, President of Sales and Marketing, MySpace
Rishad Tobaccowala, CEO, Denuo
Carol Kruse, VP, Global Interactive Marketing, The Coca-Cola Company

Coca-Cola (Brand Company):

Involved in social media, mobile, consumer control media

Fox:

Involved in consumer insights, mobile (5 fold increase), MySpace

What consumers are doing

Word of Mouth, Social Media

• Most speak about and heavy users are the most vocal & usually negative
• Last users are most important

Engagement

Behavior shows that people want utility not engagement

Advocates (FANS) vs. Detractors in Social Media

Social Media:

• Keep/Maintain the communication between campaigns
• Communication Marketing/Planning
• Improve Product, Customer Service, Provide Utility (new & useful to community) > Friendship Trust > Ongoing Conversion

Social Media = young & hysterical

• Not collected/sophisticated/well-dressed
• Less campaigns & more ecosystems

Search: direct market (metrics)

Creativity:

• Content, create interest = brand (know who you are)
• New ideas & combinations/integration
• Media is the new creative
• The key is to enhance user experience

The importance of integration between art and science/technology.

Using technology to enable the capturing & allowing what people want to do.

Content is King while Context is Queen: need to go together in order for it to work

MODERATOR:
Seth Goldstein, Co-Founder and CEO, SocialMedia

PANELISTS:
Mike Hoefflinger, Director of Brand Product Marketing, Facebook
Andy Mitchell, VP, Interactive Marketing, CNN Worldwide
Randi Zuckerberg, Director of Market Development, Facebook

Social Media Engagement:

• Be genuine for the medium
• Challenge yourself
• There will be mistakes but learn
• Set ambitious goals
• Creative with audience mindset
• Creative test plan
• Have plan B

Engagement Ads:

• What is in it for them? Providing something, not necessarily free promos, incentives, exclusive content (ie. taking fans behind the scenes)
• Asking questions for engagement
• Think 360: cross promote in different channels (ie. Facebook to website/TV, TV to Facebook)

Location-Based Advertising: Innovative Business Models That Are Paying Off Today

MODERATOR:
Josh Goldman, Partner, Norwest Venture Partners

PANELISTS:
Sam Altman, Co-Founder and CEO
Scott Dunlap, Chairman of the Board, Founder and CEO, NearbyNow
Gordon Whitten, Founder and CEO, Sojern
Alistair Goodman, COE, 1020 Placecast

3 ways to target advertising

Demographic:

• What is this person like?

Behavioral:

• what is he/she doing?
• what has he/she done recently?

Geographic:

• where is he/she right now?

3 ways to target geography

Solicited:

• Asked user

Inferred:

• Assume location based on user actions

Computed:

• Compute or sense using reverse IP lookup or coordinates from gps of mobile device
• A very limited and difficult way to compute user data for a App developer is from the WAP header

Infer the segment (i.e. business traveler, versus casual traveller with 3 friends)

Sojern.com = Advertises on airline boarding passes (location based) – inferred based location advertising

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NearByNow Case Study: Hallmark (On The Way Ad)

Goal:

Target nearby shoppers with limited time incentive to purchase

Campaign stats:

• 21% click-through
• 4.6% redemption
• Hypertargeted

Ad and coupons

On the way Ads (on the way to Macy’s, buy Hallmark)

The more you focus, the lower the number

Concierge team?  Call store and available item.

Coupon expire in 2 hours, to buy from one store vs. another

——

1020 Placecast Case Study: Avis Web + Mobile Cmpaign

Client Goals:

• Objectives & metrics
• Geography & time

Identify audience segments

Targeting, cross-platform, dynamic messages, optimization, reporting

Created AccuWeather iPhone app

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Sojern Case Study: Boarding Pass with Desitnation- Specific Ads

Online boarding pass, printed boarding pass

Printed advertising on boarding pass which matches the location of the user’s destination.   i.e. Coupons for food or entertainment in that city they landed

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Loopt Case Study: Hyper-Targeted Advertising

Results: real foot traffic and $$$ into storefronts

Advertise to users before they reach their competition’s store i.e. serve up a coupon that expires in 2 hours, based on location from a certain store.

Misc:

Mozes.com = Used Text-to-Screen commenting at Ad Tech