Conference Buddies

Internet Marketing For Smart People

Speakers: Darren Rowse, Brian Clark, Chris Brogan
@problogger
@copyblogger
@chrisbrogan

Key Take Aways from this Session:

• Learn marketing from anyone, there are always things to learn from people
• Email was “THE” content deliverable (before RSS, etc.) – Spam killed email
• Deliver content that is related to what you sell.
• Community is a privilege not a right
• Find something worth selling, tap the needs of your customers
• Give your members as many places to connect as possible
• Goal is to convert readers to customers
• Treat people so well that they want to go with you
• Position yourself so unique that you don’t have any competitor, that’s where the battle is won
• Deliver exceptional value that makes people raise their hand and want to share
• From Chris Brogan: Selling is not getting more than you give.   It’s giving more than you get.  But not give, give, give, and not get.

Example 1: Darren Rowse, ProBlogger, got a sponsorship from  Canon for his photographer blog, based on his community / tribe getting together on their own and contacting Canon.

Example 2: Brian Clark, CopyBlogger does not take any advertising ($10K a month if he were to advertise), $3M in sales this year by having something to sell. 2 years of not making money to build the audience, first and foremost, now makes $3M/yr

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

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)

MODERATOR:
David Helmreich, VP, Interactive Markets, TARGUSinfo

PANELISTS:
Jim Waltz, President, Traffic Marketplace
Leon Zemel, Senior VP, Analytics, [X+1]
Neil Kaplan, Senior VP, Business Development, Vantage Media
Zach Weinberg, Co-Founder and CEO, Invite Media

Drive the right ads to the right audience

High Quality Ad Network:

• Infuse technology & deliver with relevance
• Efficiency
• Internal control over infrastructure
• Transparency

Quality of leads from affiliate has degraded (increase in fraud)

Exchange 1.0 – pre-bid environment
Exchange 2.0 – agencies, advertisers, what to bid based on content

Critical for Selection of Partners for Advertisers:

1. Trust
2. Reach
3. Relevance