1. @AdNerds#FollowFridaysFriday, November 27The End of Paid Media. The Value of Social Currency.And how to Earn it.

2. The End of Spray and Pray. 3. Media means People. 4. Be Afraid. Be veryAfraid. Virtual Bodyguards are among us. 5. Be Afraid. Be veryAfraid. Virtual Bodyguards are among us. 6. Reaching the spam saturation point. 140 minutes 5 x 6 minutes commercials 5 x 1 minute own publicity Total: 35 minutes publicity 1 in 4 minutes: publicity 7. Plan B: Time-Shifting De Pappenheimers: real time SYTYCD: time-shifting 50K production + 10K media space Commercials: speed X64 Every 30 spot in 0,46 8. Welcome to DIGITAL TV! 9. Welcome to a World where the Consumer decideswhether youre in or out.Picture by Leo Reynolds on Flickr 10. Winning ATTENTION and ENGAGEMENT [in theory] 11. Winning ATTENTION and ENGAGEMENT [in theory] 12. Three steps to social success... 1. Win their attention 13. Three steps to social success... 1. Win their attention2.Engage them 14. Three steps to social success... 1. Win their attention2.Engage them 3. Tap into their network 15. Winning ATTENTION and ENGAGEMENT[in real terms] 16. Winning ATTENTION and ENGAGEMENT[in real terms] 17. Social Media: the ultimate Union for Consumers. 18. If you care about media budgets, there are options galore. mediacontent 19. Engaging rich media ads 20. Did it grab ones attention?yes | no Was it engaging?yes | no Did it have a network effect? yes | no 21. Platform-integrated ads 22. social ads API 23. manager -- allows you to take theads Techlightments social micro-targeting that Facebook allows to another level. This creates dramaticresults for both performance andscalability. Josh Smith, Head of Inside Sales, Facebook 24. Title ImageText 25. }Title x1 Imagex1 1 ad Textx1 26. }Title x2 Imagex1 2 ads Textx1 27. }Title x2 Imagex2 4 ads Textx1 28. }Title x2 Imagex2 8 ads Textx2 29. }Title x3 Imagex3 27 ads Textx3 30. }Title x4 Imagex4 64 ads Textx4 31. }Title x 10 Imagex 10 x 3.000 ads 3 countriesTextx 10 32. Did it grab ones attention? yes | no Was it engaging? yes | no Did it have a network effect?yes | no Will it have a long-term effect? yes | no 33. Tapping into power of networks? Develop content! media content 34. If we want people to drink our brand on a daily basis, we need to connect with them on a daily basis. Joseph V. Tripodi, Chief Marketing & Commercial Ofcer, The Coca-Cola Company 35. What we're going for more and morewill be developing compelling content. Some will be consumer-generated, some of it we'll buy,some of it we'll create ourselves. Joseph V. Tripodi, Chief Marketing & Commercial Ofcer, The Coca-Cola Company 36. Happiness Ambassadors 37. You cant just say it. You have to get people to say it to each other. James Farley, CMO @ Ford Motor Company 38. Survey of Adult Millennials, 18-27 years old. Please tell me if you use the following technologies or services on a daily or frequent basis? % saying yesWeb-based search such as Google, Yahoo, MSN, etc. Web-based e-mail such as Gmail, Yahoo mail, Hotmail, etc. Facebook, MySpace, or other social networking websites94Instant messenger such as Yahoo, MSN, AOL, etc. 92 Wikipedia or other Wikis 77 Gaming communities such as Xbox Live, etc.71 59Personal blog 35Personal website 28Skype or other internet phone service 26 Virtual worlds such as Second Life, etc.24 14 39. Thinking about everything you have read, seen, or heard about business in the last year,in general, do you trust corporations a lot less, a little less, the same, a little more, or a lot more than you did at the same time last year? Source: Edelman Trust Barometer, 2009 40. A Perfect Example of Brand Ambassadorship. 41. We didn't break the bank. We didn't use traditional media.We tried something different,and it is working. Connie Fontaine, Brand/Content Alliances Manager @ Ford Motor Company 42. Brand Awareness for the Fiesta has risen to the Equivalent of Models that have been on the Market for 2 to 3 years. The program which included a test-drive program has elicited the interest of about 50,000 potential buyers, 97% of which dont drive a Ford at present. Ofcial Fiesta Movement content has drawn 4.8 million YouTube views, 600,000 ickr views and 3.2 million Twitter impressions. 37% of generation Y were aware of the Ford Fiesta via social media before its launch in the US. The whole thing was done with $0 in ad budget and a fraction of marketing costs. The cars have been driven over one million real-world miles by the 100 participants. Sources: adrants.com - businessweek.com 43. The Sequel to a Perfect Example of Brand Ambassadorship. 44. Scott Montys Final Bit of Advice To be constantly listening 45. To be CONSTANTLYLISTENING. 46. To be CONSTANTLYLISTENING. 47. Webcare Telenet 48. to consumers exploits on the web. We want Webcare wants to listen & respond actively to get in close contact with our customers and learn from their experiences as well asinform them optimally. Charlotte, Webcare, Telenet 49. ORM* tools - which one suits your needs?* ORM = Online Reputation Management, often referred to as listening 50. ORM* tools - which one suits your needs?What is the budget you would like to spend? How big is your team?Do you need collaboration, sharing or workow tools? Will you listen or also respond, engage, ... ?Do you want to interact with existing company tools? Do you need a custom solution?Do you want to involve your whole company? Do you have the proper insights or need assistance?...* ORM = Online Reputation Management, often referred to as listening 51. A Couple of things to CHEW on. 52. A Couple of things to CHEW on. 53. No more PAY to play. Youve gotto be willing to PLAY to play.Tap into the network effect.Develop compelling ex it over different content anddigital endpoints.Precision Marketing gives you a much higher ROI than the spray & pray model.You should be constantly listening.