it's a bottoms-up world; deal with it
DESCRIPTION
Traditional marketing has been all about delivering a message for the top and spreading it through as many channels as possible. That worked well in an age when mass media dominated the communications landscape, but the world has changed. Today, messages began at the bottom and percolate up. The mass media relies on tips and insights from bloggers to determine its priorities. An advertising campaign is no longer considered successful until the intended audience gives it their blessing. Informal networks of customers band together to tell businesses what they want. This new dynamic is enormously powerful if you accept its value and permit it to guide your strategy. It's enormously threatening if you deny the voice of the newly empowered customer and insist on shouting messages they no longer want to hear. This presentation offers examples of the influence of the newly empowered customer and provides marketers with guidelines for listening and adapting to a market in which customers now have the ability - and the will - to speak.TRANSCRIPT
It’s a Bottoms-Up World; Deal With It
Paul GillinAuthor, The New Influencers and Secrets of Social Media
Marketing
The New Journalism
Tale of the Tape Decline in circulation of top 10
newspapers in 2008: 635,000
Average age of daily newspaper reader in US: 57
Reduction in US newsroom staffs since 2001: 25%
Magazine newsstand sales growth, US, 2008: -12%
In 2009: -22%
Growth in NBC prime time audience, 2008: -14.3%
Age of average network evening news viewer: 63
Percent of time teenagers spend with television, compared to their parents: 60
Percent they spend online: 600
Growth in Twitter membership, 2/08 - 2/09: 1,400%
Percent of Americans who say Daily Show and Colbert Report are replacing traditional news outlets: 33
Internet Eclipses NewspapersAs Preferred News Source
Source: Gallup (Dec., 08)
The Traditional Model
Information Democratization
We, the Media
Just One Guy
Technorati rank: 714
Technorati fans: 146
Google Indexed pages: 3,760
Alex ranking: Top .17%
Inbound links: 10,542
Del.icio.us bookmarks: 2,068
New York Times citations: 136
Computerworld citations: 193
InformationWeek citations: 72
Newsletter subscribers: 130,000
How We Share InfluencePRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE
Consult a professional
Readers letters
Phone in; TV / Radio
Talk to shop worker
Personal blog
Social network page
Widgets
Photo sharing site
Chat rooms
Message boards
Video sharing site
Comments on blogs
Comments on websites
Viral emails
Wish lists
Ratings on retail sites
Reviews on retail sites
Auction websites
Social Bookmarking
Chat room
Price comparison sites
Social shopping sites
Talk face to face
Consult a professional
Readers Letters
Phone in; TV / Radio
Talk to shop worker Phone call
Talk face to face
Phone call
SMS
Instant Messenger
Talk face to face
Talk to shop worker
Consumer influence channels
Source: Universal McCann Erickson
Influence Inversion
Courtesy Digitas
The New Newspaper?
The New Media Structure
BLOGGERS
ADVERTISERS
PUBLISHERS
MEDIA BLOGGERSEDITORS
JOURNALISTS
CONSUMERS
Community as ContentBy contributing to the body of knowledge, members gain insights they couldn’t learn from experts alone
Personal finance Travel planning Local services
Language educationTravel planning How-to video
The Future Is About…
Small markets Aggregation Inclusion Community Conversation Speed Flexibility Experimentation The Long Tail applies to information, too
Thank you!
Paul Gillin
508-202-9807
www.gillin.com
Twitter: pgillin
On Amazon or NewInfluencers.com
On Amazon or SSMMBook.com