Second part of our presentation 'New Media for Marketing and Business Managers'. In this part we show the influence of New Media on business, provide a few famous cases and end with two tools managers can use to track their brands in the new media universum. Chewck out our website at www.digiredo.nl

3. • Brand Authenticity
• User & Employee Generated Content
• Blogging
• Podcasting
• Niche marketing
• Co creation
• Tools

4. Brand Authenticity
Get real!

5. People trust people
70%
Academic 62%
Doctor or similar 62% 61%
60%
Person like yourself/peer 61% 55%
51%
50%
Financial Analyst 58%
NGO Rep 58% 40%
Accountant 53%
33%
30%
Lawyer 36%
Regular employee 33% 20%
CEO 29%
10%
Union 19%
Entertainer 17% 0%
PR person 16% 2003 2004 2005 2006

6. Nothing new here...
Word-of-Mouth (WOM) is 7x more effective than newspaper advertising, 5x
1955 stronger than a personal sales pitch and 2x as effective as radio advertising
36% of surveyed consumers reported learning of an innovation through word-of-
1967 mouth, while 48% reported being influenced by WOM when making a purchase
decision
2001 Diffusion studies found that WOM is 10x more effective than media advertising
61% trust other people like themselves (as media) - Edelman Trust Barometer,
2006 2006
Source: FUTURELAB

7. The JetBlue Story
Low Carrier Airliner
Company Values: ‘Caring’
Raving customers reviews
Expanding rapidly

8. The JetBlue Story
February 2007
Ice storm Eastern US
Cancellation by many airliners
Not JetBlue

9. The JetBlue Story
Problems dragged on
Saturday 23% of flights cancelled
Nine airplanes full of angry passengers waited
for 6 hours
Took two days to recover

10. The JetBlue Story
Not sufficiently trained people
Low cost communication system
Reservation system overwhelmed

15. Dove
Cosmetic products
Trend: authenticity
Why only beautiful people?
What is beautiful anyway?
Everybody!

18. Let’s be authentic

19. The ad posted on YouTube created three
times as many hits to the Dove website than a
Super Bowl ad.

20. Of course, the community reacts

21. How to control your brand?
T
In a world where millions ’of people have
N
DO
zillions of conversations about it?
U
YO

22. User Generated Content
Let’s tell everybody

25. Please cancel my account
Internet Service Providers notorious for their
helpdesk
Getting in, no problem
But getting out....

26. Meet Vincent

27. Vincent wants to cancel
his AOL account

28. And this is his story...

32. Employee Generated Content
Let’s tell our customers (and CEO)

33. Microsoft had a problem
Antitrust in US and Europe
Linux, Google, Apple
Severe image problem
Developers were abandoning ship
No developers, no future

34. Lenn Pryor had a idea
together with 4 colleagues
that would upset management
severely....

35. Lenn was afraid
...of flying
Until a pilot showed him the cockpit
and explained the ins and outs of the airplane
How would that translate to Microsoft?

36. Show them the kitchen
Team of five
Armed with camcorders
Turn them loose in the organization
Interview engineers
Post clips unedited on an external site
Channel 9

37. And then you launch
With a video, entitled:
‘Windows is not the most important
Operating System’

39. Of course, the sh*t hits
the fan
“Who told you you could do this?”
“Do you know our shareholders can sue us
over this?”
“Who do you think you are?”
Probably 10-15 near-death experiences

40. But in reality
Channel 9 hottest talk of the town
Makes Microsoft look visionary
Goal: re-establish MS as a cool and
progressive enterprie that appeals to
customers, investors and top job prospects

41. Dell Hell
A blogger’s paradise - A corporate nightmare

50. How to react?

51. If you can’t beat them...

55. Podcasting
Everybody is a broadcaster

60. Talking about niche
Shotgun? No thanks, I prefer my sniper rifle

64. Co creation
Advertisement agencies are dead

67. Crew: 5 people
Total production time: 4 days
Age: < 22 years
Budget: $12.75

68. Some tools
Do It Yourself Tracking & Tracing

69. What is said?
www.technorati.com

74. How much is said?
www.blogpulse.com

76. Wonder what happened here...

77. $ 1,500,000,000
value of buzzing ‘advertising’

78. Some lessons

79. Trends towards ‘Real People, Real Stories’
People trust people, not corporations

80. It’s becoming more difficult to
‘control’ your brand
The brand can speak back!

81. Technology results in power
shifting to the crowd
Give us the power, and we’ll use it

82. You can start a conversation with
your customers
It’s easy, nowadays

83. Niche marketing is for real and can now
be targeted more easily
The long tail in optima forma

84. Traditional media production and
consumption is going to change, radically
And most agencies have no clue what to do about it