das performics: hypebusters: "the golden age of marketing"

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Marketing in the Age of Participation

@dainamiddletonCEO Performics

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Performics 1.0: Original Performance Agency• Launch CPA/CPL-based Affiliate Network

– Largest share of Internet Retailer 400– Proprietary Connect Commerce performance platform

• Launch SEM (‘00) & SEO Services (‘01)

Performics 2.0: Performance Technology + Services• Merger with DoubleClick then Google

– Performance search + display technology & Services– Industry-leading platform

Performics 3.0: Marketing/Media Integration• Acquired by Publicis Groupe

Performics 4.0: Zenith Optimedia Alignment• Performance AOR driving engagement, participation, leads and sales• Global Performance Marketing Agency• Performics France launched

Performics 5.0: Global Performance Marketing•16 Performance Marketing Offices•3 Regional Centres•Further expansion planned for 2013

1998

2004

2008

2010

2012

#1 SEM Partner for Internet Retailer’s Top 500 for 3 consecutive years

Awarded Leading SEM by Advertising Age

Best Performance Marketing Campaign 2009

15+ Recognitions

#8 Interactive Agency in U.S.

A Little About Performics

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4© Performics. Proprietary and Confidential. Source: The Catalyst Project

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Participation at All Times, Across All Screens• Americans spend more than 33 hours per week watching

video across screens. • 42% of Tablet users use them daily while watching TV.

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Recommendation

Opinion

Factual Knowledge

Rhetorical

Invitation

Favor

Social Connection

Offer

“Anyone needsize 4 boys jeans?”

Source: Microsoft Study: What do People Ask their Social Networks & Why

“Any Ideas on a Good Running

Playlist?”

“Should I buy the KitchenAid

ice cream maker?”“How do I put Excel sheets

into LATeX”

“Anything in life you’re afraid

you won’t achieve”

“Who wants to go to Navya

Lounge tonight?”

“ “Sitter needed!“ “W

e’re hiring”!

Participation Across a Number of Action Types

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Mobile devicesare fueling thesocial addiction

It’s not just young people using social networking–it’s all age groups

Micro blogging has emerged as adisruptive new forcein social networking

The importanceof Facebook cannotbe overstated

Content Socialized Across All Categories

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Global Participation Explosion

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• 7 Billion People in the World• 2 Billion Internet Users in the World• 1 Billion Social Network Users• 600 Million Use Social Networks at Least Daily• 58% of Facebook Users Login Daily• 36% Post Company/Brand-Related Information• Besides Connecting with Others, Getting Info About (new)

Products and Brands is Driving Social Network Membership• 42% Participated in a Conversation with a Brand in a Social

Network

Source: Insites Consulting Social Media Around the World Study, 2011

Global Participation Snapshot

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Participants Expect Interactive Relationships

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Participative Marketing Nears $55 Billion by 2014

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Mobile is the Greatest Source of New Social Connections

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2Q06 4Q06 2Q07 4Q07 2Q08 4Q08 2Q09 4Q09 2Q10

30,000

25,000

20,000

15,000

10,000

5,000

0

Mo

nth

ly P

ag

e V

iew

s (

Min

)

Mobile Page ViewsDesktop Page Views

Note: Mixi is one of Japan’s leading social networking sites on PC and mobile with 22MM registered users as of 10/31/10. It monetizes mobile usage via sales of avatars, customized homepages and other premium services. Source: Company reports, Morgan Stanley Research

Mixi’s Monthly Page Views - CQ2:06 – CQ3:10

Within 2 Years, Social will be a Mobile Medium

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• Brands• Agencies• Publishers

• Mobile marketing enablers

• Operators• Infrastructure providers

Source: Michael Becker, iLoop Mobile, Inc., and The Mobile Marketing Association

Mobile Supply Chain Will Complicatethe Landscape Even Further

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Participation Activism

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Source: Forrester Splinternet Study

Marketing is Changing Every Day

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Source: Forrester Splinternet Study

Internet Entering a New Era

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By 2015, ad spending in the US and Canada will likely pass $190 billion.

US Online Advertising

Spending to Surpass Print in 2012

As Fragmentation Grows, so do Budgets

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Audio Streaming Video Local Mobile Social Search

More time is spent making decisions, watching others make decisions, and participating across devices, screens and with brands

Marketers Rethink Paid, Owned, Earned

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Marketers Have Leaner Teams than Ever

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Source: Q3 2009 Global Interactive Marketing Organization And Agency Survey

Most Interactive Staff Fewer Than 10

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Awareness

Interest

Desire

Action

What Used to Look Like This…

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Really Looks More Like This…

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Skeptic Data adverse

Technology adverse

Total message control

Experimenter

Tech laggards frameworks and tools

Experimentation

Practitioner

Digital optimists

Standards andbest practices

Test and learn culture

Data/participant profiling

Channel integration

Conductor Embracing digital

and participation

Data optimizer

Governance

Performance marketers

Adapted from: Forrester Interactive Marketing Maturity Model, 2008

Revolutionist

Digital innovators

Insights driven performance

Integrated and optimized plans

Agile adaptive marketing culture

1 2 3 4 5

Marketers are Also Evolving in the Digital Ecosystem

Time for Marketing Revolution

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Motivating Participation is Key

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D + E + C = P2

A Formula for Participation

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66% use social to learn about products/brands

Getting information about products and services is driving membership

D = Discover

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36% post about company-related brand information

58% have never experienced an action by a company/brand on a social network site

E = Empower

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42% Participated in a conversation with a brandin a social network

Connecting with others drives Participation

C = Connect

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P2 = Participation & Performance

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Increasing effectiveness

Decreasingeffectiveness

Interactive Channels will Become More Effective

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Participation = Performance

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• Usually rolls clockwise• Is 6 to 12 meters wide

(average of 15 seats)• Moves about 12 meters

(20 seats) per second• Is generated by no more than

a few dozen people• Acquires a stable, near-linear

shape as it expands through the crowd

The Science Behind a Wave

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Performance never rests