Humber Presentation - Sean Moffitt

Agentwildfire.com [email protected] 416-255-4500

– The Trends that are Going to Drive Business ….and Your Career Forward -

What’s Next in Marketing, Communications & Media

A Presentation by Agent Wildfire to Humber College

mailto:[email protected]


Who Am I – Sean Moffitt

The Most Interesting Man in the World

The Most Interesting Word of MouthMan in the World



Who Am I – Sean Moffitt



The Future of Social Networking in the Year 3000



Our Mission @ Agent Wildfire

“Get Noticed”

“Get Talked About”

“Get Advocated”


Buzz Marketing Social MediaCustomer Collaboration Brand Communities

Influencer Marketing

User Generated Content

Product Seeding Social Networks Referral Programs

Grassroots/CauseMarketing

ExperientialMarketing

Viral Marketing

Attention OverloadAgent Wildfire…We Do This…We Do It

Well


We heart PR

“Advertising has no credibility with consumers, who are increasingly skeptical of its claims and whenever possible are inclined to reject its messages.

Publicity, on the other hand, provides the credentials that create credibility…. To get something going from nothing, you need the validity that only third party endorsements can bring.”



An Unbelievable Offer

26 Bankable Trends15 Pieces of

Career Advice36 Reasons Why

People Talk


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1. What forms of social media/WOM will experience the biggest growth in the next few years?

1. What forms of social media/WOM will experience the biggest growth in the next few years?

1. Social Network Marketing 36%2. Social Media (blogs/podcasts) 35%3. Mobile Marketing 34%*4. Customer/User Generated Content 30%*5. Influencer marketing 27%6. Brand communities/networks 21%*7. Brand entertainment/advergaming 16%

Source: Agent Wildfire Buzz Report 2009

2. The biggest changes in culture, media and the marketplace causing a rise in social media/WOM?

2. The biggest changes in culture, media and the marketplace causing a rise in social media/WOM?

1. Rise of Social Networks 36%*2. Rise in New Tech./Media 29%3. Web 2.0/Prosumer 27%4. Media fragmentation/clutter 27%5. Mass marketing effectiveness down 26%6. Loss of trust/credibility 23%7. Waning attention to media/messages 23%


3. The biggest obstacles that continue to exist in implementing social media/WOM in your company/clients?

3. The biggest obstacles that continue to exist in implementing social media/WOM in your company/clients?

1. Inability to measure 40%2. Lack of budgets 31%3. No accepted standards/benchmarks 29%*4. Fear of loss of control 29%5. Inability for culture to accept 25%6. Technical skills/expertise not in place 23%*7. Do not understand diff. bet. Mass marketing 21%*


4. The biggest sins of the social media practitioner?

4. Biggest sins of a social media/WOM practitioner :

1. Lack of authenticity 65%*2. Lieing about identity 51%3. Not creating 2-way dialogue 47%4. Not having a strategy 38%*5. Not measuring what happens 35%*6. No link to business objectives 29%7. Not changing company practice because of it 28%


5. The Most Important Word of Mouth Attributes?

5 Most important Word of mouth attribute (in order of priority):

1. Conversation worthy idea/concept*2. Great product/brand3. Customer/member experience provided4. The People who Participate*5. The Culture of a company*6. A strong word of mouth generation process7. Research/analysis/learning


6. Most frequently stated objective for launching a social media/WOM initiative?

6. Most frequently stated objective for launching a social media/WOM initiative:

1. Awareness/buzz/publicity 39%*2. Leads/referrals/members 33%3. Loyalty/affinity/lifetime value 29% 4. Participate in dialogue/conversation 28%*5. Seed influencers/incubate ambassadors 24%6. Launch products/services/ideas/news 22%7. Build better customer experiences 21%8. Accelerate sales/revenue 18%*9. Target specific tough to reach audiences 18%


22

7. Beliefs:

Beliefs Strongly Agree Agree

Agencies need to radically reinvent themselves to stay competitive

39% 44%

Managing the customer experience is the key battleground for business

32% 50%

We will be able to track conversations much more accurately over the next decade

28% 48%

The marketing will become much more important to their org. by leveraging SM/WOM

20% 54%

Radically new social media and word of mouth tactics will be adopted in the next few years

20% 51%



Should we Talk About The Elephant in the Room?



The economy is bad…like really bad



Yikes, Advertising is taking it on the chin…

-Group M forecasts a drop of 3.2% in 2009, Zenith Optimedia 5.7% down and Morgan Stanley could envision a 10% drop

--- the actual drop in first quarter was down 14%



How will we carve up the pie…

Well, we’ll be eating less media:- 93% of CMOs believe the economy will have a significant/moderate impact on their budgets- 70% of CMOs plan on reducing their marketing spending



Another change you can believe in …

Canadian Marketers plan on spending more/less in 2009:

More Less

Newspaper 5% 32%

Radio 5% 33%

TV 4% 37%

Magazines 3% 39%

Social Media 23% 16%



There is hope…

…Don’t Despair, 26 trends to capitalize on



Attention Overload

3,000 ads get pushed at us each day - 6 times the volume vs. 40 years ago…the tougher it is to breakthrough, the more we do and invest



We are Digitally Media Addicted



Attention Overload

More Volume Captive AudienceOvercoming

Filters

…Be the First …Get Clever …Learn SEO,Get networked



Brand Community Building



Brand Community Building

Running - Nike Plus Finance- Wells Fargo Stagecoach Island

Hospitality – My Starbucks Idea

B-to-B - Intuit Quickbooks Community Automotive - Camp Jeep

Travel – Starwood’s The Lobby

Tech – Dell Ideastorm eCommerce – eBay Powersellers

Mobile – Virgin Insiders



Customer Centricity

Percentage of executives who

believe the Customer Experience is the new

battleground - 95%

Percentage that believe they are

delivering a positive customer experience

- 80%

Percentage of their customers who agree

- 8%


CEOs – The Most Critical Driver to Achieving Growth

Business Strategy Customer Service Customer Experience Sales Force Marketing Strategy Product development Pricing Distribution Advertising Promotions

19%

16%

15%

11%

11%

7%

5%

4%

?

?


Democratized Advertising & Marketing



Walker’s Crisps – User Generated Content



The Rise of User Generated Media

51%

35%

27%

23%

34%

49%

65%

73%

77%

66%

Millenials (13-24)

Generation X (25-41)

Baby Boomers (42-60)

Matures (61-75)

All Respondents

User Generated Media Company Generated Media

Net Generation

Source: Harrison Group



Experiences

- of consumers who say majority of customer experiences are “bland” Source: Gallup

69% - Of consumers who say emotions account for ½ of their customer experience Source: Strategic Resource Development Group, 2006

Of consumers who had a negative service experience in the past year AND those that subsequently severed the relationship Source: Customer Focus

96&80%

49%



Experiences



Free Agent Agency Enterprise



Free Agent Agency Enterprise

0%

10%

20%

30%

40%

50%

60%

70%

80%

Net Generation (13-24)

Other Segments (25-75)

Watching/ReadingContent

Playing OnlineGames

Socializing

Watching VideoStreaming(i.e. YouTube)

Creating PersonalContent

Maintaining/Sharing Photos

Reading/PostingMessage Boards

Keeping a Blog

WatchingTV Online



Generation Y Impacts



Generation Y ImpactsFreedom

• iTunes, Craigslist, Zipcars

Customization

• Nike ID, My Space, Jones Soda

Scrutiny

• Amazon, RED

Integrity

• Innocent Drinks, Vans, Trader Joes

Collaboration

• John Fluevog, Wikipedia, Doritos

Entertainment

• Red Bull, Axe, You Tube

Speed

• Zara, Calvin Klein, Google

Innovation

• Nokia, Toyota



Generation Y Impacts



Humanization of Brand



So True…



Influencers

“The Ones Who Create Ideas”

“The Ones Who Spot & Scout New Stuff”

“The Ones Who Sell and Lead Opinions”

“The Ones Who ProvideCredibility”

“The Ones Who AttractAttention”

“The Ones Who Connect & Spread the Word”



The Law of a Few

- 70% of Wikipedia’s content is produced by 1.7% of its audience

- Top ranked Influencer belief – “I love talking to others about things I’ve just discovered”

- Influencers are 2x more active, more conversational and/or more brand-involved than the mainstream consumer



Influencers

Turning Users, Customers andConsumers

Into Authors, Producers, Scouts, Testers and Collaborators & Broadcasters

Into Community Members, Advocates, Ambassadors

and Evangelists

Thinktank/SoundingBoard

Scout/MysteryShopper

AdvisoryCouncil/CauseTorchbearer

SeededAdopter/Beta Tester

Customer

User

Consumer

Collaborator/Producer

Evangelist/Ambassador/Advocate

CommunityMember/VIP Insider

Influencer



Joint Ventures



Karma Capitalism



Local is Where It’s At



Mobile Marketing



Networking Integration



Online Spending

30%

If we spend 30% of our media time online…

8-12%

…why do we only spend less than 8-12% of our budgets on web media?



Psychographic Targeting/Profiling



Quasi Profile



Reputation Management



Semantic Web



Transparency/Authenticity

60% of people have a much more negative view of marketing and advertising than a few years ago

27% trust manufacturers

14% trust ads

8% trust celebrities

61% of people claim to buy the same brands as their friends (+28 pts. Vs. 4 years ago)

90% trust their spouse

82% trust their friends




You supply commodiities- Available

You control goods- Cost

You improve services- Quality

But you render experiences- Authenticity



Uber Connectedness- 3.8 billion cell phone users

- 1.6 billion Internet users

- 1.1 billion social network members

- 200+ million blogs

- Ave. No. of Blog links - 12

- Ave. No. of Facebook friends/Twitter Follows – 120/70

- No. of Per Person Brand-Related Conversations Each Year – 4,650



Visual



Word of Mouth

Expected 5 year Compound Annual Growth Rate

Word of Mouth 27%Internet/Mobile 14%Branded Entertainment 13%Custom Publishing 11%Out of Home 10%

Source: Veronis Suhler Stevenson



XX



You Do It



Zopa



Future Marketing Tactics

Source: Agent Wildfire

What forms of word of mouth will experience the most growth in the next few years ? (top 3 choices)

Social media marketing 37%Social network marketing 35%Mobile marketing 34%User-generated Content 31%Influencer marketing 28%Brand communities 20%Customer forums 17%Branded entertainment 16%Cause-related marketing 14%Brand microblogging 14%Buzz marketing 13%Corporate/brand blogging 11%



Career/Interviewing Advice

• Network like crazy- build a weak tie network

• Get social network deep - Twitter/LinkedIn/Facebook/Flickr/YouTube/Digg

• Be on Facebook, don’t be too drunk on Facebook




• Reinvent the Resume (Resume 2.0)

• Volunteer for something good

• Be vigilant on follow up

• Attend events – MESH, CMA, Camps, Twitterbrunch, Netchange, LOKU30




• Have a game plan

• Anticipate the big questions

• Do your Google homework

• Take a web course, any web course

• Don’t take a first job beneath you




• Meet one new senior person every month

• Negotiate for exposure, but don’t be a pest

• Be different – bring a portfolio, a plan, wear something different, strike a bargain

• If failing, let it hang out, show your passion



The Kickass Offer



Let’s Start Your Next Brand Conversation…Inquire: info (at) agentwildfire.com

Phone: 416-255-4500

URL: www.AgentWildfire.com

Join:www.TheInfluencers.ca Blog:http://BuzzCanuck.typepad.com/

http://www.spreadslikewildfire.com/ Explore: The Buzz Report (e-newsletter)

Signup at www.AgentWildfire.com

Learn: Executive, WOM Seminars


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Humber Presentation - Sean Moffitt

Business

Transcript of Humber Presentation - Sean Moffitt