Keynote presentation by Kevin "Nalts" Nalty at Canadian Marketing Association's Digital Day #mweek. Viral is dead!

1. Balancing Proven & Emerging
How to Manage the Balance Between
“the Basics” and Emerging Digital Initiatives
CMA Digital Day, November 11, 2009
Kevin “Nalts” Nalty,
YouTube Personality and Career Marketer
www.NaltsConsulting.com

2. Who Is He?
YouTube “Star”!
110 million views!
140K subscribers!
810+ videos!
One of most-watched
YouTube “comedians”!
More than 200,000
people watch daily !
Consultant!
Online full-time marketer
with deep experience in
social media & online video!
Helps leading brands engage
in online-video!
Marketer!
Merck Consumer
Product Director!
Johnson & Johnson!
KPMG Consulting!
Qwest Interactive!

3. About Last Night

4. About Last Night

5. About Last Night

6. About Last Night

7. No Perfect “Media Mix”

8. No Perfect “Media Mix”
Key Drivers

9. No Perfect “Media Mix”
Key Drivers
• B2B or B2C

10. No Perfect “Media Mix”
Key Drivers
• B2B or B2C
• Awareness vs.
direct response

11. No Perfect “Media Mix”
Key Drivers
• B2B or B2C
• Awareness vs.
direct response
• Budget realities

12. No Perfect “Media Mix”
Key Drivers
• B2B or B2C
• Awareness vs.
direct response
• Budget realities
• Company’s risk profile

13. No Perfect “Media Mix”
Key Drivers
• B2B or B2C
• Awareness vs.
direct response
• Budget realities
• Company’s risk profile
• What the “big guy/gal”
watches or reads

14. Canadian Media Trends
Source: eMarketer

15. Is Traditional Marketing Dead?

16. Is Traditional Marketing Dead?
• Yes and no... still need reach
and scale of many mediums

17. Is Traditional Marketing Dead?
• Yes and no... still need reach
and scale of many mediums
• Each media generation
eventually loses impact

18. Is Traditional Marketing Dead?
• Yes and no... still need reach
and scale of many mediums
• Each media generation
eventually loses impact
• Constant new channels are
available to those with eyes
open wide...

19. Is Traditional Marketing Dead?
• Yes and no... still need reach
and scale of many mediums
• Each media generation
eventually loses impact
• Constant new channels are
available to those with eyes
open wide...

20. Is Traditional Marketing Dead?
• Yes and no... still need reach
and scale of many mediums
• Each media generation
eventually loses impact
• Constant new channels are
available to those with eyes
open wide...

21. Canadian Social-Media Trends

22. Canadian Social-Media Trends
• Canada’s Internet population
continues to grow - by 2013, it will
hit 25.9 million, or nearly 75% of the
entire nation (eMarketer).

23. Canadian Social-Media Trends
• Canada’s Internet population
continues to grow - by 2013, it will
hit 25.9 million, or nearly 75% of the
entire nation (eMarketer).
• 79.6% of American Speakers
unnecessarily remind you about
Canadian’s “Internet ubiquity.”

24. Canadian Social-Media Trends
• Canada’s Internet population
continues to grow - by 2013, it will
hit 25.9 million, or nearly 75% of the
entire nation (eMarketer).
• 79.6% of American Speakers
unnecessarily remind you about
Canadian’s “Internet ubiquity.”
• Webinars and podcasts are top social
media resources for US & Canadian
business professionals
(Business.com, Nov. 5, 09).

25. Canadian Social-Media Trends
• Canada’s Internet population
continues to grow - by 2013, it will
hit 25.9 million, or nearly 75% of the
entire nation (eMarketer).
• 79.6% of American Speakers
unnecessarily remind you about
Canadian’s “Internet ubiquity.”
• Webinars and podcasts are top social
media resources for US & Canadian
business professionals
(Business.com, Nov. 5, 09).
‣ Consumer-focused
companies: Facebook is
dominant social network
83% of respondents versus
45% for Twitter.
‣ Business-to-business (B2B)
companies: maintain a
presence on both platforms
with 77% on Facebook and
73% on Twitter.

26. “Social Media” Mindset

27. “Social Media” Mindset

28. Don’t Forget the Funnel
• The top’s width is less
important than the
bottom’s efficiency
• Great marketers look at
gaping holes between
awareness and purchase
Do I have an
awareness problem
or a conversion
problem?

29. An Impression Isn’t an Impression
• New medium
requires new metrics
• CPM = “clueless
promotion measure”
• Solution: Informed
assumptions on value
of engagement
(Unless It Makes One)

30. Corporate Barriers
• Few get fired investing in
“proven” mix
• “Return on Hassle”
• Revenue target, and I don’t get
promoted for experimentation.
• Heck, my executives don’t even
care about “emerging” media.
• Let someone else be first
(Darwinian).

31. Corporate Barriers
• Few get fired investing in
“proven” mix
• “Return on Hassle”
• Revenue target, and I don’t get
promoted for experimentation.
• Heck, my executives don’t even
care about “emerging” media.
• Let someone else be first
(Darwinian).

32. Corporate Barriers
• Few get fired investing in
“proven” mix
• “Return on Hassle”
• Revenue target, and I don’t get
promoted for experimentation.
• Heck, my executives don’t even
care about “emerging” media.
• Let someone else be first
(Darwinian).

33. Corporate Barriers
• Few get fired investing in
“proven” mix
• “Return on Hassle”
• Revenue target, and I don’t get
promoted for experimentation.
• Heck, my executives don’t even
care about “emerging” media.
• Let someone else be first
(Darwinian).

34. Excuses Be Gone

35. Why New Media Hedge Fund
1. Someone needs to own media R&D
2. Tride & true can vanish... then what?
3. Pilots create organizational learning
4. Insights can inform traditional mix
5. BUT: Keep lean & evaluate scale
potential (SecondLife?!)

36. A Simple Solution
• Devote ~10-20% of time
& budget on emerging
opportunities...
• But selectively...
Risk:
High Low
Benefit:
Low
High
Engaging with
customers via social
media
Activating brand
loyalists to market
Hosting social media
Developing brand-
funded entertainment
Obsessing over my
product.com site
Engaging advocates
who have large
audience
Target ads on social-
media sites

37. From Kotler to Kevin
The “proven” ways
• Research & roll
• Reach, frequency, single-
minded proposition
• Segment audience
on key demographics
• Positioning
New considerations
• Listen, try, fail, improve
• Inform, entertain, &
gently market
• Micro-segment audience
by behaviors & needs
• Inviting

38. On a Lighter Note...

39. Why Video is Vital
• Audience is rabidly
consuming onine video
• YouTube shift from “wild
west” to the 2nd search
engine
• Video = most visceral
form of social-media
• Budgets are going up fast
• Scale & impact, minimal

40. Budget Increases
Online video is
leading priority in
online-marketing
mix, but spending is
in its infancy with
dramatic growth
projections
in 2010 (from $850
million to $1,250
million).

41. Video-Marketing Paradox
• 40% increase in
viewership of online
video in past 12
months (between Aug. 2008 and
Aug. 2009: Nielsen)
• Still, for every $100
spent on broadcast
television, only $1.60 is
spent on online video
See source

42. Viral Is Dead
• Viral video and
contests are not an
online-video
strategy
• Play the lotto for
better odds.
• Don’t chase the
exception (Evian)
!

43. Viral Is Dead
• Viral video and
contests are not an
online-video
strategy
• Play the lotto for
better odds.
• Don’t chase the
exception (Evian)
!
pleese god
make i viral

44. ROI Concern is “Red Herring”
• Intent: Test/control and pre/post
• Immediate response gets
weighted heavily:
- Cost per “real” view
- Cost-per-visitor to site
• But assume residuals:
• Slow builds
• Indirect impact

45. Context Trumps Interuption
• “In the show” promotion
p’wns pre-roll.
• Ads are only one way in.
• Branded entertainment
is harder to ignore (and
works).
!

46. Meet the New Stars
• Most-viewed and
most-subscribed are
individuals
• They’ll promote
to their audience
• Asses in seats &
implied
endorsement

47. Big Influence Shifts
!!Every new medium creates new stars
!!Faster shift from obscurity to fame

48. Big Influence Shifts
!!Every new medium creates new stars
!!Faster shift from obscurity to fame
!!Every new medium creates new stars
!!Faster shift from obscurity to fame

49. Please Don’t Spend on Spec
• Don’t produce content
without a distribution plan.
• Keep costs down until
model is proven.
• Brands don’t have to be
content creators (ask
BudTV.com)
• Partner with proven
creators.

50. Fox Case Study
• Doubled campaign goal,
with >8 million views to date
• “Stars” posted 26 “Lie to
Me” and 8 “Fringe” videos.
• More than 100,000 comments
• Both shows renewed and
Fringe was one of network’s
best debuts ever.

51. Fish Where Fish Are
Views!
step one: get them to our product.com sites!
step two: get our video
content onYouTube!
BoringProduct.com!
Websites!

52. (They Don’t Like to Leave)

53. Nalts’ Secret Sauce
1. Sexy, weird, candid
2. Thumbnails are king
3. Short titles
4. :30 to :90 seconds
5. Grab them in
first 10 seconds
6. Unbroadcast
7. Surprise finish

54. Seed, seed, seed
• Real work starts after posting
• Get it everywhere
(Tubemogul.com)
• Add media (per qualified view)
• Target audience via social
• “Your audience may like this...”

55. Some Take-Homers
• Decide who’s in charge of media R&D,
and be sure they’re sharing learning
• Get help from a social-media moron,
and give them room to breath
• Monitor your brand via licensed
dashboards or free poor-man tools
• Do something.... even if small

56. Surprise... No Test
Questions & Discussion?
Kevin “Nalts” Nalty,
kevin@NaltsConsulting.com
www.NaltsConsulting.com