I’ll be liveblogging the OMMA Global conference today, with nuggets of Online Media, Marketing, & Advertising goodness.
Follow me on Twitter.
Follow #ommaglobal on Twitter.
First up: Keynote by Mark Kvamme of Sequoia.
He asked how many people watch Mad Men? About 30% of hands went up. Really, people? Spoiler alert!
In 1988, he founded CKS.
In 1953, advertising was the most massive and fastest way to reach people. Word of Mouth (WOM) and Direct were relatively slow and small.
But in 2010, WOM is the fastest way to make an impact, and soon to be more massive in impact than advertising, thanks to social media.
Example: Old Spice “The Man Your Man Could Smell Like” ad — 5.4M free views on YouTube because of social sharing.
Example: Retweet this promo, and you can win a t-shirt. If you get RT’ed enough, you become a trending topic.
Example: Integrated cross-social network campaign for Jeremy Piven movie The Goods — Twitter TT via Funny or Die, Facebook promotion via Funny or Die, Digg front page, etc. Result: 15% uplift over estimate.
Raise of hands: Who doesn’t have a smart-phone? Two hands go up (out of maybe 1,000).
People are tweeting that Kvamme’s an investor in (and his son runs) Funny Or Die. Full disclosure?
“Mobile Wars: Will the Mobile Web Be Open or Closed?”
Moderator: Laura Marriott (here at the SF Marriott)
Panel: Tom Bedecarre, CEO, AKQA
Mark Kvamme, Partner, Sequoia Capital
Alexandre Mars, CEO Phonevalley & Head of Mobile Publicis Groupe, Phonevalley & Publicis Groupe
James Min, Managing Partner, Montgomery and Company
- Stats on worldwide smartphone penetration: 45% Nokia, 19% RIM, 13% Apple, 6% HTC
- US: 43% RIM, 25% Apple, 16% MSFT, 7% Google, but almost 50% of mobile web access is via Apple iPhone
- Show of hands, how many used a physical coupon in the last year? About 20%.
- The market for location-based promotions is probably 5x that of physical coupons.
- It’s too early for Apple to run a victory lap. Android is open, and Java devs will build a lot of momentum behind Android.
- Kvamme: iPhone is a terrible telephone — it’s not all AT&T’s fault. RIM is a great PDA.
- James Min: Platform wars are over. You need a closed platform to develop. Apple’s proved it, b/c of fragmentation.
- James Min: But… in the BRIC countries, Nokia/Symbian phones are much cheaper. If Nokia wants to make headway in the US, they have one real asset — mapping.
- Google sees 50x more mobile searches from iPhone than any other device. That’s engagement.
- Mobile marketing hasn’t exploded because the targeting and attribution to get customer to POS isn’t there yet.
Pepsi Refreshes the Brand, with Andrew Katz from Pepsi and Aaron Shapiro from HUGE.
- Pepsi was the most-remembered brand from the Super Bowl this year, but they didn’t advertise!
- Utility-driven marketing: Some of the most effective marketing helps people achieve what the brand stands for.
- What is your brand’s higher value? How do you manifest it on the web? How do you make it viral, social, and CRM’ed?
- “I’m SVP of Refreshing the World.” Groan.
- Why doesn’t Pepsi do pop culture anymore? Pop culture doesn’t exist anymore. Pop culture is whatever you’re into.
- Pepsi Refresh Project: Declare the Refresh Movement, Spark a Conversation, Make a Difference.
- People submit ideas for projects for $20MM pool, voted by users, distributed. Being part of the content, instead of advertising. Partner with media, retail, and celebrities.
- Impressive impressions — it’s a business change, not just a branding campaign.
Marketing track session: New Creative Options for Marketing with Online Video as Web Becomes ‘Lean-Back’
- VuMe demoing interactivity within ads, including a pre-roll that interacts with the adjacent display ad
- GRPs vs. iGRP. GRP (TV) is based on panels. iGRP is based on impressions and engagement.
- Branded entertainment makes sense as an element of the mix. It doesn’t change anything.
- Attribution modeling = Tracking all the ads that a user is exposed to, against eventual user actions and outcomes.
- Is the web going to be long-form “lean back”? More so, but different audiences will want different forms.
- Online industry needs to overcome advertiser objections of online video.
Marketing track session: Social Media Marketing Doesn’t Have to be a Gamble
- Social Media team at MSFT is always-on. Not in campaign mode.
- Walmart.com — Q&A for products, builds an archival asset
- How do you measure the effectiveness? Time spent on an engagement; likelihood to share; how many of those shares convert. MSFT: Measures ROI (based on reach) vs equivalent $$$ display campaign.
- MSFT got 200M free impressions week of W7 launch
- Levi’s — Content management is the great challenge for always-on social media. Solution — UGC (but do you still need to moderate?)
- Marty Collins from MSFT: retailing and augmented reality will help consolidate profiles. Will Whole Foods and the Gap have to ID you with different profiles?
- How do retailers feel about customers shopping on Facebook? Levi’s Brand Marketing VP: You gotta fish where the fish are. Huge potential if you can figure out the purchase component of the FB experience.
- The big Skittles UGC FAIL: What was their business case anyway?
- MSFT: Social media blows away TV or outdoor on cost per impression.
Keynote: People are Expecting Everything, Everywhere, Downloaded, Uploaded, In their Hands, in an Instant – Are Marketers Keeping Pace? by Laura Lang, CEO of Razorfish/Digitas/Denuo Group
- Traditional advertising and mass marketing are dead.
- “How do I join the conversation?” You’re already in it, if you have a brand. 25% of the links associated with major brands are already UGC. Better question is “What do I do now?”
- Case study: Barbie becomes human. She has profiles on all the social nets. Two billion impressions.
- Linear purchase cycle is dead. Now it’s a “purchase web” or “customer journey,” a random walk to the same outcome — purchase. Marketers need to figure out how to get into that walk, to serve the right interaction in real time.
- Campaign flights are dead. People don’t decide to turn on when you’re advertising. You need to always on, which is hard.
- GM trying to get potential customers to change their consideration of GM at purchase. Digitas serving content based on user actions on car sites.
- Hands up: How many people have heard of Chat Roulette? What? Maybe 10%???
- Social ROI is not a sufficient measure. ROI is what you need.
- Social is not a channel. It’s how we live now.
My laptop battery is crying mercy, so I’ll shut down for the day. Going to continue to follow on Twitter via mobile. Cheers.
