I was approached to speak to a group of product managers by a leading CPG manufacturer who's been avoiding re-examining its perception of online marketing. They seemed extremely focused on print, outdoor, and broadcast. This presentation spoke to some very important points about social media integration.

1. You’re online
Even if you don’t know it

2. This story begins
on graduation day
for the class of
1982

3. Mr. Yesterday & Mr. Tomorrow both
made the Deans List
Mr. Yesterday Mr. Tomorrow

4. They both become successful
business men, and found companies.
Mr. Yesterday Mr. Tomorrow

5. Mr. Yesterday owns Yesterday’s
Widgets
Yesterday’s Widgets

6. Mr. Tomorrow owns Tomorrow’s
Widgets
Tomorrow’s Widgets

7. OW
GR

8. They grow until
they’re the biggest
widget companies
in the world.

9. By 1990 Mr. Yesterday & Mr. Tomorrow have about the
same revenue, with Mr. Yesterdays slightly higher
Revenue
Time

10. Both companies
allocate 5% of their
profits to advertising
& marketing.

11. For years, Mr. Yesterday & Mr.
Tomorrow divide their budgets
like this:
Print TV Outdoor Radio Direct
Mail
25% 30% 10% 20% 15%

12. Then one year Mr. Tomorrow
does something different
Print TV Outdoor Radio Direct Online
Mail
20% 25% 10% 15% 10% 20%

13. By 2000
Mr. Yesterdays revenue
lead INCREASED by 3

14. But Mr. Tomorrow
keeps his strategy
the same.

15. By 2002 Mr. Yesterday’s revenue lead is noticeable
Revenue
Time

16. Mr. Tomorrow thinks it’s time
for a change.
It’s time to
change
Mr. Tomorrow

17. Mr. Tomorrow investigates how
his online money is being spent
Banners
Main
Email
e-commerce
site
Blog

18. And decides how he’ll
change things...

19. Store
MySpace
Banners
Widgets
Facebook
Email
Commenting Twitter
Blog
Main
Search e-commerce
site

20. Step 1 was to get involved in
conversations that were
already taking place.
MySpace
Widgets
Facebook
Commenting Twitter
Blog

21. Then support & promote his
participation
MySpace
Banners
Widgets
Facebook
Email
Commenting Twitter
Blog
Search

22. Finally provide information
about how to purchase.
Store
MySpace
Banners
Widgets
Facebook
Email
Commenting Twitter
Blog
Main
Search e-commerce
site

23. Mr. Tomorrows new
strategy
WORKED

24. By 2006, he’d narrowed the revenue GAP
Revenue
Time

25. But then Mr. Yesterday
caught up.

26. Mr. Tomorrow needed
to think of something
new...

27. In 2008, Mr. Tomorrow started
doing something different.
Print
TV Store
MySpace
Banners
Widgets
Facebook
Email
Outdoor
Commenting Twitter
Direct
Mail
Blog
Radio Main
Search e-commerce
site

28. He started using all his media channels to
support online conversations ...
Print
TV Store
MySpace
Banners
Widgets
Facebook
Email
Outdoor
Commenting Twitter
Direct
Mail
Blog
Radio Main
Search e-commerce
site

29. ... and he began using mobile technologies as
a ‘conversation catalyst’
Print
TV Store
MySpace
Banners
Widgets
Facebook
Email
Mobile
Outdoor
Commenting Twitter
Direct
Mail
Blog
Radio Main
Search e-commerce
site

30. In the eyes of your
customer, are you
planning for tomorrow, or
are you a Mr. Yesterday?

31. Because
YOU’RE ONLINE
even if you don’t know it.