gravity summit 2010 markyr media

Title

© Markyr, Inc. 2010

Kyra Reed and Marjorie KaseCo-Founders, MarKyr Media

GRAVITY SUMMIT 2/22/2010

The Cult of Personality vs. The Cult of Conversation: Exploring the evolution of influence and its effects on consumer outreach

About MarKyr

Topic Overview

• Cult of Personality vs Cult of ConversationCase Study: Pepsi

• Defining a Successful Campaign

• Putting Theory into ActionCase Study: Dell vs HP

TALKING POINTS

presentation hashtags: #gravitysummit #markyr #cultofpvc


Cult Title

The Cult of Personality vs.

The Cult of Conversation


Cult of personality 1800s-30s

MARKETING TO CONSUMERS early ROOTS

• Direct to consumer sales • Interactive buying experience


Cult of personality 1900s

• Marketplace enters the home• Catalogs create a broadcast mechanism for brands

MARKETING TO CONSUMERS early ROOTS


Cult Title

The Cult of Personality


Cult of personality 1940--50ss

CULT OF PERSONALITY 1930s-1960s: MOMS RULE

1939–1950: "Twice as Much for a Nickel"

1958–1961: "Be Sociable, Have a Pepsi"


Cult of personality 50s-80s

CULT OF PERSONALITY 1960s-1970s: YOUTH is KING

1961-1963: "Now It's Pepsi for Those Who Think Young"

1963–1967: "Come Alive, You're in the Pepsi Generation"


Cult of personality 80s

CULT OF PERSONALITY1980s - 2000s: CELEBRITY COOL

1984–1991: "Pepsi. The Choice of a New Generation"

1997–1998: "Generation Next"

1999–2000: "For Those Who Think Young"


Cult Title

The Cult of Conversation


Cult of Convo - new Brand Ambass

CULT OF CONVERSATION2008: The new BRAND AMBASSADORS


Cult of Convo - PEPSI speaks

CULT OF CONVERSATION BRANDS SPEAK WITH CONSUMERS DIRECTLY, PUBLICLY

2008: "Something for Everyone"© Markyr, Inc. 2010

Cult of Convo - Refresh Everything

CULT OF CONVERSATION COMBINING COMMUNITY AND CAMPAIGNING

2009 – present: "Refresh Everything"/"Every Generation Refreshes The World"


Theory prac

PUTTING THEORY INTO PRACTICE


DefiningADVERTISING

• Make publicity for; try to sell (a product); "The salesman is aggressively pushing the new computer model"wordnetweb.princeton.edu/perl/webwn

• Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. en.wikipedia.org/wiki/Advertise

• Advertising - A paid, mediated, form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future.www.nadbank.com/en/resource/glossary

• Advertising - Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.www.glencoe.com/sec/busadmin/marketing/dp/ad_serv/gloss.shtml

AGGRESSIVE, PUSH, PAID, MEDIATED, NON-PERSONAL

DEFINING ADVERTISING


http://www.google.com/url?&ei=X4m6SouMKYHosQOjvuz7BQ&sig2=GUbc3AU2IwM-H0sfVsqzhA&q=http://wordnetweb.princeton.edu/perl/webwn%3Fs%3Dadvertise&ei=X4m6SouMKYHosQOjvuz7BQ&sa=X&oi=define&ct=&cd=1&usg=AFQjCNHk_lUksO2ba6vusNAtWr62kDFSKA





http://www.google.com/url?&ei=X4m6SouMKYHosQOjvuz7BQ&sig2=sqG1aMhVIqfARI9e8BtOUg&q=http://en.wikipedia.org/wiki/Advertise&ei=X4m6SouMKYHosQOjvuz7BQ&sa=X&oi=define&ct=&cd=1&usg=AFQjCNFymhEltkusY6iN6_NnI2sd-q9z7g



http://www.google.com/url?&ei=X4m6SouMKYHosQOjvuz7BQ&sig2=QkZUrotV7_nnncV8moktHw&q=http://www.nadbank.com/en/resource/glossary&ei=X4m6SouMKYHosQOjvuz7BQ&sa=X&oi=define&ct=&cd=1&usg=AFQjCNHllkGWEdy-FWzFvcNJ-NKEhUbH0w



DefiningSOCIAL MEDIA

DEFINING SOCIAL MEDIA

• Social media is content created by people using highly accessible and scalable publishing technologies. http://en.wikipedia.org/wiki/Social_media

• A category of sites that is based on user participation and user-generated content…sites that are centered on user interaction.www.searchenginewatch.com/define

• Online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other.www.tvb.org/multiplatform/Multiplatform_Glossary.aspx

• Software tools that allow groups to generate content and engage in peer-to-peer conversations and exchange of content (examples are YouTube, Flickr, Facebook, MySpace etc)www.bottlepr.co.uk/glossary.html

ACCESSIBLE, SCALABLE, PARTICIPATION, INTERACTION, SHARE


About MarKyr

The 3 C's

ConnectionCommunity

Conversation

• Listen

• Participate In the Conversation

• Engage Your Audience

• Build Community

BEST PRACTICESTHE THREE C's


FACEBOOK CASE STUDY

FACEBOOK CASE STUDY DELL vs. HP


Case Study:Dell

Encouraging fans to “step into” their community and “join the conversation”

Encouraging fans to “step into” their community and “join the conversation”

case study: DELL


Case Study:Dell

Missed opportunity for conversation with fans

Missed opportunity for conversation with fans

Ignoring complaintsIgnoring complaints

case study: DELL


Case Study:Dell

“why such HORRIBLE HORRIBLE customer service?”

“why such HORRIBLE HORRIBLE customer service?”

“Please, Dell Support?”“Please, Dell Support?”

case study: DELL


Case Study:Dell

“If I were to treat my customers the way DELL has treated me, I am confident that I would not be in business as we speak. Good luck to everyone with their Dell woes. Chin up, everyone. If nothing else, if we all post our disgust, it WILL have a negative impact on DELL, and we just might be able to save other innocent victims from making the costly mistake of investing in Dell.”

“If I were to treat my customers the way DELL has treated me, I am confident that I would not be in business as we speak. Good luck to everyone with their Dell woes. Chin up, everyone. If nothing else, if we all post our disgust, it WILL have a negative impact on DELL, and we just might be able to save other innocent victims from making the costly mistake of investing in Dell.”

“I swear, I will NEVER buy another thing from Dell.”“I swear, I will NEVER buy another thing from Dell.”

“I think I've spoken to about 20 different reps, been hung up on 3x, been called a liar...it's a nightmare. The last guy told me he was throwing my laptop in the trash and I would never see it again.”

“I think I've spoken to about 20 different reps, been hung up on 3x, been called a liar...it's a nightmare. The last guy told me he was throwing my laptop in the trash and I would never see it again.”

case study: DELL


Case Study: Dell

Conversation Connection Community

case study: DELL


Join HP

Encourages fans to join the “Customer Support” conversation

Encourages fans to join the “Customer Support” conversation

case study: HP


Conversation:HP on Facebook

Conversation

case study: HP

“A Face and a Name! Officially Introducing Your HP Facebook Community Contact.My name is Bryna, I'm the community manager across HP's Facebook pages...I am the bridge between company an…”

“A Face and a Name! Officially Introducing Your HP Facebook Community Contact.My name is Bryna, I'm the community manager across HP's Facebook pages...I am the bridge between company an…”

Thank you everyone for your warm welcome! Mostafa, I don't have finite details just yet …If you're looking for an immediate buy - let me see what I can find out tomorrow when I get back in the office about our upcoming deals for this week.

Thank you everyone for your warm welcome! Mostafa, I don't have finite details just yet …If you're looking for an immediate buy - let me see what I can find out tomorrow when I get back in the office about our upcoming deals for this week.


Community:HP on Facebook

Community

case study: HP

“yeah... am very excited abt the same.... am sure it will do a lot better than Vista…”

“yeah... am very excited abt the same.... am sure it will do a lot better than Vista…”

“Compared to the gap between xp and vista. The distance between Vista and windows 7 is not enough for me to change software. Well, At least not at the moment.”

“Compared to the gap between xp and vista. The distance between Vista and windows 7 is not enough for me to change software. Well, At least not at the moment.”

“go with 64bit, esply if you have your laptop/pc purchased this year, it's definitely worth the change.”

“go with 64bit, esply if you have your laptop/pc purchased this year, it's definitely worth the change.”


Connection: HP on Facebook

Connection

case study: HP

“HP has been listening to your valued comments and feedback over the last few months on our Facebook pages and so we are happy to announce the launch of the new “Support” tab which will be updated frequently…”

“HP has been listening to your valued comments and feedback over the last few months on our Facebook pages and so we are happy to announce the launch of the new “Support” tab which will be updated frequently…”


Wrap-up HP

Conversation

Connection

Community

case study: HP


HOW DO YOU KNOW?

HOW DO YOU KNOW IF YOU ARE GETTING IT RIGHT?


Getting it right

Listen to their audience

Support their community

Address customer issues

Offer value in conversation

Use feedback to drive new products

BRANDS WHO GET IT RIGHT


About MarKyr

Bio - Marjorie KaseABOUT Marjorie KaseCo-Founder of MarKyr MediaMarjorie Kase holds close to 15 years experience in online marketing, publicity, and content production in the entertainment and tech space.

Prior to co-founding Markyr Media, Marjorie founded Blogger Reps, a Blogger Relations firm located in San Francisco and Los Angeles, working with clients such as Fast Company, FX Networks and eSmart Tax. The Blogger Reps Network, comprised of top entertainment and tech sites, possesses a collective reach of over 44 million unique monthly visitors and 420 million monthly page views.

Marjorie was the Managing Editor of TV with MeeVee, where she oversaw editorial and marketing efforts, blogger relations, TV network relations, and red carpet reporting. She has also held promotions project management positions at Yahoo, Red Bull GmbH, and Yoyodyne Entertainment.

Marjorie holds a B.A. in American History and Film from Oberlin College, and an M.A. in Media Studies from the University of Texas at Austin. She has guest lectured at UCLA, USC, and UT Austin and has spoken at a number of social media conferences including, BlogWorld Expo, BloggerCon, the 2009 Women in Technology International (WITI) Social Media Conference and will be presenting at SXSW Interactive 2010.

About MarKyr

Bio - Marjorie KaseABOUT Kyra ReedKyra Reed has been involved with Marketing and Social Media for over 15 years. In the early days of her career, Kyra’s passion for music and natural ability to organize and promote led her to managing artists Stars of Track and Field and The Upsidedown and event production for Turn Events. After three years of navigating the rocky terrain of the music industry she made the leap to New Media Consulting as the sign of the times was pointing toward the dominance of Web 2.0 in marketing strategy. With Kyra Reed Productions she consulted on branding and media strategy with clients such as The Roxy Theatre, Little Radio, The Monterey Pop Festival, and MoPo Productions.

Prior to her days in music Kyra was the Director of Business Development for Amp Studios, Director of Marketing for Playback Systems and the co-founder of a monthly film festival “Ground Floor Cinema.” Today, Kyra is dedicated to bringing the philosophy of Social Media into the mainstream. Always one to look ahead, much of her focus is on future trends and changes in the business landscape. Her passionate writings about Social Media philosophy can be found on MarKyr’s blog.

In 2006 Kyra authored the book Blog 101, The Beginners Guide to Blogging. She has guest lectured at UCLA and USC and has spoken at a number of conferences including Digital Music Forum: West, Blog World, ASCAP Expo. Her upcoming panels include Canadian Music Week, Gravity Summit, SXSW Interactive and SXSW Music.

About MarKyr

Contact MarkyrCONTACT MARJORIE KASE

[email protected]://www.markyr.comskype: marjoriekasetwitter: @marjoriekasefacebook: http://www.facebook.com/marjoriekaselinkedin: http://www.linkedin.com/in/marjoriekase

About MarKyr

About MarkyrABOUT MARKYR MEDIA

Based in Los Angeles, MarKyr Media is a Social Media consulting firm that provides leading-edge Social Media services for the Tech, Entertainment, and Consumer Product industries. MarKyr’s services include Social Media Strategy, Coaching, Education, Consulting, and Social Profile Design. Our extensive experience in Social Media and core values of community, radical transparency, innovation, and education are what drives the firm’s unique ability to deliver customized solutions that are authentic and results-driven.