Conference Buddies

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:
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

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:
Michael Dunn, CEO and Chairman, Prophet

PANELISTS:
Margaret Beck, VP, Brand Direct Marketing, Williams-Sonoma, Inc.
Kelley Quain Troia, Senior Director, Marketing Operations, Wal-Mart
Aseem Chandra, Senior VP, Product Marketing, Omniture

1. Measurability give insights for strategy: creative & execution choices
2. Transparency
3. Predictability

Accountable Marketing Investment Levers:

1. Strategy
2. Content
3. Marketing Vehicles
4. Investment
5. In-Market Execution
6. Fixed Cost Management

5 Common Barriers:

1. Poor Data
2. Poor Time Investment (Not Priority)
3. Poor Analytics Understanding
4. Capability Constrained
5. Process/Goverence Constrained (lack of communications between departments)

Holistic Path

Decision Making & Measurement:

Great Strategy > Great Creativity > Great Execution > Great Analytics

Cross Channel Measurability

Marketing Mix Modeling

The need to understand Statistical Analysis + Historical Data:

1. What are you measuring?
2. Why are you measuring?
3. What is considered successful?

Variation is key for testing.

Measurability = Process Oriented

Around 32 different channels:

• print
• TV
• radio
• twitter
• video
• blog
• many online channels

Brand equity = long term view (not immediate results), loyalty

Structured experimentation to find new approaches/audience/opportunities