Marketing 3.0
Resistance is futile...
Guy Iannuzzi
President, Mentus
December 3, 2011
guy@mentus.com
Marketing…
• The past, present, and future of marketing
– What’s changed
– What’s not
– What’s ahead
• Accelerated evolution of marketing tools
• What hasn’t worked
Marketing Eras
Ancient
History
– Product centric Era
Marketing 2.0
Yesterday
– Customer-centric
Era
Marketing 3.0
Today/Tomorrow
– Relationship-centric
Era
• Marketing 1.0
•
•
Marketing 1.0
“The
Industrial
Age”
• Product centric Era
–
–
–
–
–
Product Focus
Selling, the “art of persuasion”, cheating
Top down, one way, mass communication
The relationship is a commodity
The marketer owns the relationship
Marketing Paradigm...
“A
Seller’s
Market”
• One way – marketer to consumer
– Companies serve shareholder
• Maximize profits
– Customers are rational
• Informed by sellers
• Marketers have the power
• Marketers build the brand
Henry Ford
Marketing 2.0
“The
Information
Age”
• Customer-centric Era
–
–
–
–
Information Technology driving marketing
Customer Focus
Product value defined by customer
Developing relationships with customer
Marketing Paradigm
Customer-centric Marketing
• Customer not a participant, but the “target”...
• Sophisticated, more effective digital tools
– Enable marketer to know everything about the
customer
– Enable effective top down, one way communications
• Positioning enables manipulation of perception
• CRM becomes customer relations manipulation
“A
Buyer’s
Market”
“Today...
we have moved
beyond the information age
to the age of
participation”
Marketing 3.0
“The
Participation
Age”
• Participation Era
– Relationships driving marketing
– Product value defined by customer’s relationships
– Customers buy the story attached to your product.
...and the story is easy to find.
– Customers look to friends for product advice
The Web Becomes Social
• Social media gives consumers direct input to
brands.
• Consumers moving from the informational web
to the social web.
• The internet has started to move from the ‘what’
to the ‘who,’ moving from wisdom of crowds
to wisdom of friends.
– We get our news from friends and family.
– We find jobs from people around us.
– We trust our friends more than we trust the critics.
Social Media Stats
• 3 out of 4 Americans use social technology
• 2/3 of the global internet population visit social
networks
• 61% of American adults look online for health
information
History of Social Media
Key Social Media Tools
•
•
•
•
•
•
•
Blogs
Social network websites (LinkedIn, Facebook)
Microblogs (Twitter)
Image share portals (Flickr)
Video share portals (YouTube)
“Mash up” websites (user-customized portals)
Third-party review & Check-in sites (Yelp,
Foursquare)
Twitter
• 31% of users follow a brand
• Over 7,800,000 brand recommendations per month
YouTube
• It is the most powerful on-demand communication
platform in existence (OPA study)
• It has the potential to be viral
• It’s high impact
Facebook
750 million
LinkedIn
• 90 million members in over 200 countries.
• Executives from all Fortune 500 companies members.
• Purely professional social media forum
– Makes it integral to any social media plan
Social Media Rules
Key drivers of successful social strategies:
•
•
•
•
•
Immediacy
It’s a conversation, not a campaign
Must be based on core business goals
Must scale across the organization
Authentic consumer input
Testing markets
Brands build trust, test markets with immediate social feedback
CASE STUDY: Nexxus
• Hair care brand Nexxus used social media to test the market
• New ProMend product line to reduce split ends in a few uses
– Nexxus reached out to existing brand advocates to test their claim
– Asked them to test a free sample and write a review
– The product passed the test
• ProMend launched with reviews of 4.4 to 4.7 stars
– Nexxus posted reviews across ad channels and retailers’ websites
• Feedback helped market the product and validated bold claim
– Saving them money in potential product returns
– Ensuring their ongoing consumer trust
It’s a conversation, not a
campaign.
• Old marketing talked to consumers...
• Today more conversation is between
consumers
– ...than between brand and consumers
• Often consumer leads the conversations...
– Marketers learning to listen, communicate, and share
• Scale increases exponentially as more social
tools become mainstream
Core Business Drivers
Social initiatives
must be based on
core business goals
Core Business Drivers
CASE STUDY: Nationwide Insurance
• Aligned with core goal: sell more auto insurance.
• Gaining executive buy-in – Five core areas important
•
•
•
•
•
Governance
Monitoring
Engagement
Commerce
Measurement
• Reviews launched in 2009 saw average rating 4.7 stars
• Tremendous success:
– 40%+ quotes and 103%+ visitors looking for agents
Core Business Drivers
CASE STUDY: P&G
• Consider business objectives and support them.
• “Everybody’s speed of choice is one click away”
– “Consumers can make product decisions in a click.
• “Retailers can change their product offerings online
in an instant, manufacturers can provide new
content in a click – all this takes weeks or months in
a store environment.”
Core Business Drivers
One of the most acclaimed viral campaigns of
2010 was the Old Spice Viral Campaign...
186 customized video responses led to 107%
increase in Old Spice Body Wash sales over the
last month
Social media must scale
Recommendations:
• Social media requires new types of
organizations
– Usually crosses departmental borders
• Get ready internally
– Focus first on governance and process
– Then on education to emerge as a center of
excellence.
– Standardize with social media management systems
Authenticity
• The authentic consumer voice can have a huge
impact on brands.
• The marketer must also present an authentic
face
– Social media INSTANTLY detects propaganda
– Infinite choices make consumers impatient
– World class service is becoming the expected norm
• When marketers join this conversation, major
transformation occurs.
The Authentic Consumer Voice
• CASE STUDY: Rubbermaid
• Customer reviews added to product pages
– Looked for one-star and two-star reviews
• New antibacterial sink mat
– Less stain resistance led to negative feedback
– Consumers wanted sink mats to make sinks look better
– Rubbermaid fixed problem
• Rubbermaid’s response changed customer interaction
– Saw company listening and caring
– “I am happy that my ‘single voice’ may have made a difference.”
– Big win
• Creating brand advocates from initially negative experience
When Social Media Backfires...
Not Corporate Propaganda
• BP America
– well developed set of social media channels
– 45,000 Facebook fans 18,000 Twitter followers
– well-edited copy announcing victories and overemphasized progress.
– no conversation, no give and take and no interaction
with the community
• Fake Twitter account
– Satirizing response to spill attracted 37,000 followers
– real Twitter account attracted only about 5,500
Marketing 3.0
Resistance is futile...
Guy Iannuzzi
President, Mentus
December 3, 2012
guy@mentus.com
The Future
Looking to the Future
• No one can know... what the next big thing in
social media will be.
• The Internet has become a necessary part of
people’s daily lives
• Social media is exploding in popularity all
over the world.
Paradigm Change
•
•
•
•
From a sellers market to a buyers market
Transformation of market research
The emergence of true transparency
Compression of launch windows and strategies
Social Media continues to
evolve
• Major brands take social programs seriously
– Not just retail
– Brands ranging from highly-regulated insurance
companies to consumer packaged goods to businessto-business brand
• Exploring new ways to implement social
initiatives
• Focusing on finding their authentic voices
• Creating infrastructures
– That involve full organizations
Mobile First
• Mobile devices
...will overtake and supplant computers.
...more interaction on iPhones and iPads than computers.
...also by companies and the Web.
• IT/service solutions defined by mobile consumption
...online shopping to effortless, paperless transactions and
check-ins
...watching and creating videos with friends abroad
...in-class learning and collaboration
...managing health in real time….
Looking to the Future
• Social media provides good practices for facing new
challenges
– Requires effective marketing efforts and authority-building
– Makes all marketing plans utilizing it more effective
• What make social media effective, makes you better
marketers overall
• A social-media strategy should be integral to any
complete marketing plan
– Service companies must be on cutting edge
• Social media is not just a phase
– its an integral part of today’s marketing
Looking to the Future
• In 2012...
– More companies go beyond using social channels for
building awareness and providing support.
– Use social-media engine for strategic decisions and
execute objectives, marketing plans, product
roadmaps.
– Expect a surge of service providers collecting social
networks, video, mobile capabilities, cloud services
and analytics, with their own unique services and
proprietary capabilities.
Marketing 3.0
Resistance is futile...
Guy Iannuzzi
President, Mentus
December 3, 2012
guy@mentus.com