These slides are from the 8/28/08 Webcast:

The New Media Revolution:Tips for Marketers Coping With a World Where Messages Where Messages Don't Matter

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The New Media Revolution: Coping With

a World Where Messages Don't Matter

Paul GillinAuthor, The New Influencers

Cancelling AOL

AOL HellJune 20

June 24

June 26

June 21

June 23

July 14

Today

Vincent Ferrari

Dell Hell

“Dell said that it found no pattern of battery failure and that the Pennsylvania incident publicized by the Inquirer Web site was caused by a chip problem and not batteries.”

NY TimesJuly 10

June 24

Meet the new influencers

Steve Hall

PhilippLenssen

Paige Heninger &Gretchen Vogelzang

Blogs – global podium

The new craze: social networks

What is Web 2.0?

According to Wired magazine:

•Participation

•Openness

•Conversation

•Community

•Connectedness

The numbersActive blogs on the Internet: 23 millionMySpace/Facebook members: 125 millionFlickr/YouTube members: 25 million% of Facebook members who log on daily: 65Growth in US newspaper circulation since 1990: -8 million Average age of a network evening news viewer: 60

Seeds of changeWeb 2.0 is the greatest experiment in group self-organization in historySophisticated patterns of influence emergingPersonal publishing will completely disrupt the mainstream media; many won’t make itEveryone is now a potential content producer; this will fundamentally change the way businesses market and sell

Why now?

Cheap technologyFast networksGoogle“The Long Tail”

Source: Pew Research

It’s now cheaper to keep information than it is to throw it away. It’s also easier to publish information than ever before. This is an explosive new combination.

Mainstream media economics

Rooted in mass marketsDelivery network is differentiatorHigh reader/viewer retention rates; lack of customer choiceFat margins, high fixed costHigh barrier to entry

Social media economics

Rooted in small marketsDelivery is cheap and outsourcedLimitless choice; retention driven by contentFat margins, low fixed costNo barrier to entry

Media revolution

Let’s get small

Engaged customerTechnology enabledWell-informedOpinionatedFocusedPassionate

Influence disperses

Moving from this…

To this…

The power of peers

“In the U.S…a ‘person like yourself or your peer’ was trusted by 22% of respondents as recently as 2003, while in this year's study, 68% of respondents said they trusted a peer.”

Richard EdelmanOn the Trust Barometer Survey

“[A software company] told me they got 140 visitors to their website from a single mention on my blog. An article in [prominent technology journal] sent one visitor.”

Blogger Robert Scoble

New Influencers are passionate – both pro and con

Brand Engagement

Des

ire to

Influ

ence

Oth

ers

Reject

Pass

ive

Favor

Act

ive

Haters

EnthusiastsCritics

Lovers

Dismissers

MainstreamSkeptics

Followers

Traditional influencersAuthoritative 3rd parties, community leaders, press, gov’t.

New Influencers

Source: Sean Moffitt, BuzzCanuck

Action items

Tap in

Action: Listen to the conversationTools: Google, Technorati, Bloglines, Facebook

Objective: Find out what’s being said; learn the language and the culture

Result: Understand

Online tools

Engage

Action: Talk to the influencersTools: Comments, groups, blogs, “friends”

Objective: Identify brand advocates; contain and educate critics

Result: Influence the conversation

Enthusiasts come together

Recruit

Action: Turn enthusiasts into promoters

Tools: Widgets, tchotchkes, access, retreats

Objective: Build low-cost virtual sales force of informed customers

Result: Brand visibility; sales leads

In summary…

Social media is greatest market research tool ever inventedMessaging will be increasingly irrelevantMarkets will become more segmented and focusedLeadership will emerge but landscape is permanently fragmentedContent and credibility are king

Thank you!

Paul Gillin

508-202-9807

paul@gillin.com

www.gillin.com

Now availablefrom Quill Driver BooksRead more and order at

www.NewInfluencers.com