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SES Chicago 2006 – Day 1 – Advertising in Social Media

Gary Stein, ammomarketing.com

Why Social Media?
Three Wrong Reasons
Two Right Ones
(plus one bonus concepts)

– Obvious and Wrong Reason #1: That’s Where the People Are
– Minority of consumers read blogs, blog, podcast, have a Second Life avatar, etc.
– Most businesspeople are not tuned into Web 2.0

– Obvious and Wrong Reason #2: Consumers are in Control
– Nuthin’ new about consumer control
– Media owners have a right to their rights

– Obvious and Wrong Reason #3: The Mainstream Media is Kaput
– The best blog barely touches the reach of established players
– Blogs have big frequency, low reach

– Real Reason: The Channel is Unfair
– Private labels clog p the shelves
– Big box stores dictate rules
– Brands forced into direct ads and coupons

– Real Reason: Manufacturers Set the Ad Agenda
– Manufacturers drive branding

– The relationship mandate is Critical
– Manufactures need consumers to walk into the channel want their product and only their product

“Consumers are won when you meet them as equals”

– Consumer reviews are the silver bullet to ecommerce.

Bonus Concept: Brand Want Media, Agencies Want Brands
– 2007 Trend – owning the channel
– These are built on Web 2.0 principles
– Not real hit on media, since they will need traffic, as well as development of new channels (see Yahoo’s New Brand Universes)
Henry Copeland, CEO, Blogads

Asks for hand raising to prove Gary wrong.

Where publishers once ruled walled gardens, dictating news cycles and headlines…

Influentials now trade news and views in real-time swarms…

The best ads fit into blogs’ hyper-linked, news and views-rich conversations…bottom-up voices…

Subtle tweaks, does your ad make the reader want to ask questions.

We as marketers need to infiltrated the cocktail party. Put interesting creative in there.

 (note to self – download Henry’s example slides)
Bill Flitter, Pheedo

RSS to power marketing programs

(Extremely long case study – had a feel of a client push so I won’t capture it)

Social media campaigns have a gradual decline and longer tail due to residual traffic from search engines.
Marc Schiller, Electric Artists

Second Life concepts to be explained

What have changed since the bubble burst in 200?

1 in 8 couples married last year met online (McKinsey)

Today, the most successful companies connect their customers together

“Our goal with second life is to make it better than real life” Linden Lats, CEO and founder

1.6 million residents

Medan age is 33

50/50 male/female

3,000 entrepreneurs making $20,000 a year

Estimated $100 Million of transactions (2006)
People are making their living in Second Life

Content owners maintain ownership of their IP

 Aloft Hotel – useful in both prototyping and branding

Scion, MLB are launching now…

Provides ten rules for success in second life (should have left up slide longer)

Great thought provoking session with some points of view one degree away.

Tag: SESChicago2006

29 thoughts on “SES Chicago 2006 – Day 1 – Advertising in Social Media”

  1. John

    Thanks for the observations from the show floor, as it were, David.

    Wish I could be there in Chicago. Hope all is well.

    John

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