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Mark Kvamme at OMMA Global
- 1. From Mass Media to Media from the Masses OMMA, March 17, 2010
- 2. 1953
- 3. marketing mix: the 4 P’s— product, price, place, and promotion Advertising, Direct, PR, POS, Word of Mouth
- 4. 1953 POS Direct Advertising Cost of Impact PR WOM Speed of Impact =Size of Impact
- 5. 2010
- 6. 1953 2010 POS POS Direct Direct Advertising Advertising Cost of Impact PR WOM PR PR WOM Speed of Impact =Size of Impact
- 7. social media marketing:achieve branding and marketing communication goals through the participation in various social media—facebook, twitter, linkedin, digg, youtube, stumbleupon, mobile, and emerging new applications.
- 8. Time Shifting to Social Networks 2005 Website yahoo.com msn.com google.com ebay.com amazon.com microsoft.com myspace.com google.co.uk aol.com go.com 2009 Website 1 google.com 2 yahoo.com 3 youtube.com 4live.com (bing.com) 5 facebook.com msn.com wikipedia.com 8 blogger.com 9 myspace.com 10yahoo.co.jp
- 9. Led by Facebook + Twitter Traffic Time
- 10. Content
- 14. Awareness
- 22. 1000’s Re-Tweets + 500,000 Digg.com driven trailer views + 466,637FunnyOrDie homepage views
- 23. 15% Uplift in Opening Weekend Box Office 1000’s Re-Tweets + 500,000 Digg.com driven trailer views + 466,637FunnyOrDie homepage views
- 24. Mobile
- 25. Mobile Outpaces Desktop iPhone + iTouch vs. NTT docomoi-mode vs. AOL vs. Netscape Users First Quarters Since Launch
- 26. 2x Number of Users Internet– 1.4B Mobile – 3.3B ROW13% ROW6% LatinAmerica 10% North America18% Asia/Pacific42% Europe24%
- 27. Direct PR Advertising WOM POS Cost of Impact Mobile PR Speed of Impact =Size of Impact
- 28. Integrated Marketing Communications (AdMob)
- 30. Trial Click to Site
- 31. Word-of-Mouth Click to Twitter
- 32. Word-of-Mouth Click to Facebook
- 33. Consideration Click to Showtimes & Tickets
- 34. Purchase Add to Calendar
- 35. Will Incumbents Thrive or Be Taken Over?
- 36. Maslow’s Hiearchy of Needs Are Changing 3.5
- 37. Thank You!
- 38. Thank You!
- 39. Thank You!
Notas del editor
- Source: Morgan Stanley
- Source: Nielsen Company
- Program OverviewFunnyOrDie worked with Paramount Pictures and Gary Sanchez Production to build online buzz through our social media channels for the premiere of “The Goods: Live Hard. Sell Hard.”We drove a tremendous amount of awareness through: TwitterDiggFacebookUstream
- 100’s of Re-tweet’s made The Goods a “Trending Topic”Digg.com scene promotion drove 500k movie trailer viewsFOD Homepage resulting in 466,637 views
- So – the goal of this campaign was the same of all movie campaigns – create awareness and excitement for the film, get folks to watch the trailer, and most importantly – put buts in seats – get folks to buy a ticket and see the film.Instead of putting all our eggs in one basket with an app or other stunty creative ad with limited scale – ignited used our entire suite of entertainment ads to reach users across all devices and all carriers. As I mentioned we worked closely with visionaire to create custom creative for ever ad unit including a really cool custom video for the interstitial placements.In terms of results – this campaign drove huge increases in all brand metrics – Insight Express told us that this was one of the most successful campaigns they’d seen
- We started with basic banners across all devices and carriers. These ads looked great – clean and clean – not trying to pack too much into the creative.
- Source: Morgan Stanley
- Source: Morgan Stanley