Schulich MBA 4 Myths of Digital Marketing
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Transcript of Schulich MBA 4 Myths of Digital Marketing
Digital Marke,ng Reboot
It’s ,me to bust some myths
channel Digital is a
MYTH #1!
h9p://bit.ly/d29SBj
Content replaces communica0ons as primary Web use… A drama0c shi8 has taken place… with consumers now spending 47% of their 0me with content and only 33% with communica0on.
Center for Media Research, 2007
h9p://bit.ly/9PVcXA
h9p://bit.ly/digipub
Meet Kevin
Kevin wants to go to NY to party
So Kevin emails his boss
It might have worked before Facebook
“your average slob is just as likely as a well-‐connected person to start a huge new trend”
-‐ Duncan Wa9s
reach reach reach
Influence is nothing but
MYTH #2!
Most PR companies will sell you a database of bloggers who have lots of reach into your “target audience”
It’s about finding those who are most passionate about your brand.
Which is easier than it sounds.
They also happen to be the most visible and vocal.
h9p://bit.ly/marmit
Social Media
scale doesn’t
MYTH #3!
Really? It doesn’t scale? Oh. You mean in Canada.
Image source: vividBreeze on Flickr
March 2008, YouTube reaches 71% of Online Popula,on in Canada April 2009, YouTube reaches 47% of Online Popula,on in USA
Image source: René Ehrhardt on Flickr
Oh. You mean your team of 4 people can’t scale their efforts to converse one on one with millions.
Image source: julien ` on Flickr
DUH
The value of Social Media lies not in our use of it as a tradi,onal channel where a small number of people can reach a massive group of people and drive changes in their behavior.
Rather, it lies in humanizing our brand, exposing the people behind the company, and crea,ng amazing experiences across all touchpoints.
Those companies that hire a small team and make them solely responsible for all digital channels will most surely fail.
Image source: The Dachis Group
And yet most companies are doing the exact opposite of what is needed.
Facebook access is blocked. Web ac,vity is monitored.
Image source: sarah sosiak on Flickr
But can you really block the Internet?
65 million active users currently accessing Facebook through their mobile devices.
People that use Facebook on their mobile devices are almost 50% more active on Facebook than non-mobile users.
There are more than 180 mobile operators in 60 countries working to deploy and promote Facebook mobile
17% of Twi9er users have “Tweeted” from the toilet 57% of smart phone users have accessed Internet from the washroom
Viral is a linear
MYTH #4!
event
in fact, if someone tells you to “do viral.” RUN.
it’s be9er to talk about
Talkability
Zappos VS. Endless
Zappos VS. Endless
Zappos is built on conversa,on. Employees to fans, CEO to Employees, CEO to fans. Everyone isn’t just
sharing, but excited to do.
What makes a brand social?
CULTURE.
h9p://bit.ly/neilixpres
CONVERSATION.
h9p://bit.ly/nikehead2head
MEANINGFUL.
h9p://bit.ly/nikeplusad
h9p://bit.ly/nbawah
h9p://bit.ly/noahkalina
this isn’t just a race for the most video views, but crea,ng long-‐term plaiorms for conversa,ons, meaningful interac,ons and a culture that encourages it to con,nue.
Senior Strategist Trist Image
h9p://twi9er.com/paulmcenany h9p://www.heehawmarke,ng.com
Director of Strategy Twist Image
h9p://twi9er.com/passitalong h9p://www.craphammer.ca