The JibJab team is simply brilliant and they’ve done it again with their 2009 Year in Review. Like good announcers at the end of a game, I’ll let the actions speak for itself.
Archive for December, 2009
Posted by Tom Humbarger on December 29, 2009
Posted by Tom Humbarger on December 28, 2009
I just finished reading What The Dog Saw by Malcolm Gladwell – his latest book with a collection of his best articles from the New Yorker magazine. It is a wonderful book that I will explain in a later post, but one of the articles on Ronco’s uber-pitchman Ron Popeil struck my social media chord.
While reading the story of how the chop-0-matic represented a different way of chopping onions and liver, I thought about the parallels of how social media is disrupting business. The chop-o-matic required consumers to re-think the way they prepared food which is similar to how social media is causing companies to re-examine how they do business today.
So, how do you persuade people to disrupt their lives and adopt a disruptive technology? As Malcolm Gladwell points out:
Not merely by ingratiation or sincerity and not be being famous or beautiful. You have to explain the invention to customers – not once or twice but three or four times.
Just as Ron Popeil did in his informercials for the Chop-O-Matic, the best way to get enterprisewide social media adoption is to show people exactly how something works and why it works. Then you have to tell them precisely how it fits into their routine and demonstrate that it is easy to do despite the notion that it is revolutionary.
The key takeaways for me are that social media practitioners must continue to:
- think like a pitchman (just like Ron Popeil)
- pound away with simple explanations and demonstrations of social media
- show that social media is easy to do while pointing out how and why it works
- maintain a “patient” passion for social media
Posted by Tom Humbarger on December 17, 2009
I just ran across a great 4 minute video on YouTube produced by Socialnomics that should convince just about anyone that social media is not going away.
Besides a great soundtrack (Right Here Right Now by Fatboy Slim), the video runs through seemingly random but very convincing factoids about the social media revolution.
The final conclusion is that ”social media isn’t a fad, it’s a fundamental shift in the way we communicate”. In my mind, the shift is even broader as it is a fundamental shift in the way we market in the way we live
Link to video on Social Media Revolution on YouTube.
Posted by Tom Humbarger on December 8, 2009
I received an email from Omniture today with a link to the 22-page July 2009 Forrester report by Shar VanBoskirk (et.al.) titled “US Interactive Marketing Forecast, 2009 to 2014″. Since I am always intrigued by what the experts are forecasting (especially when it’s free), I clicked the link to get access to the report. The basis for the report was a quantitative survey with 204 marketers and interviews with 16 vendor and user companies.
Since I couldn’t paraphrase the report’s summary any better than Forrester, here is their Executive Summary:
Other highlights of the study include:
- Social media – Social media spending will see a 34% CAGR growth from $700 millinoto over $3 billion – the highest of any channel over the next 5 years
- Search marketing – Search marketing (58% of total interactive spend) and display advertising (31% of total) still represent the lion’s share of total spend of $55 billion in 2014
- Display ads – Advertisers continue to favor per-per-click (PPC) over impression-based ads – and 58% of display budgets are going to performance-based media mostly because of the easy measurement and immediacy
- Email - Email continues to grow at the expense of direct mail (the ‘green’ marketing alternative) and as it becomes more inexpensive and smarter
- Strategy - More than 40% of respondents say that marketing is become a strategic leader in their organization
I included the following chart because it addressed how marketers view the effectiveness of interactive vs. traditional marketing.
- 75% of respondents will increase budget for interactive by shifting money away from traditional marketing (60%) or by keeping traditional marketing budgets flat (15%)
- The big decreases in traditional marketing budgets will come from direct mail (40%), newspapers (35%) and magazines (28%)
What’s interesting to me is that around 90% of the marketers believe that the effectiveness of “created social media” will increase over the next 3 years, compared to about 80% for online video and 75% for search engine optimization (SEO). On the other hand, each of the traditional marketing tactics were forecast t o decrease by more than 50% of the respondents over the next next 3 years. There’s no surprise in either interactive or traditional tactics and the disparity is easy to see if you focus on the medium dark blue bars above. Marketers say that traditional methods are ineffective, but it still seems that they are spending large amounts of their budgets on this channel.
The report closes with some ways interactive trends will redefine the business of marketing:
- Advertising budgets will decline in the next 5 years, but marketing investments will not
- Traditional agencies that cannot nuture customer relationships will not make it
- As media becomes more syndicated, media will be digested across devices instead of just sites – which gives an advantage to Microsoft, Apple and Google
You can purchase the full report report from Forrester or get it from Omniture as I did, however I did not see a link on the Omniture website for the report yet. It’s definitely a great read if you can get your hands on a copy.
Posted in Uncategorized | Tagged: display ads, email marketing, forecast, Forrester, interactive marketing, marketing strategy, Omniture, search engine optimization, SEO, social media, traditional media | 2 Comments »
Posted by Tom Humbarger on December 2, 2009
I spent most of the day at the LA Auto Show today as a guest of David Harris, Group Manager of Digital and Alternative Marketing at MazdaUSA. As part of Mazda’s social media outreach, David has created a group of 22 Mazda enthusiasts, Mazda owners and social media experts called Mazda “22″ – and the first meeting of the group was at the LA Auto Show for the Mazda2 press conference and Reveal.
In addition to getting access to the LA Auto Show on press day, each member of Mazda 22 received a Flip minoHD recorder to record the events of the day. David also arranged for the Mazda2 product manager, designer and lead engineer to brief the group on the business, design and technical details of the new auto. I was most intrigued with the designer’s story about how the Mazda2 took shape and how the engineer talked about the big and little things they did to shave 10% of the weight off the previous model of the Mazda2.
Some details about the upcoming details about the 2011 Mazda2:
- Mazda is referring to the Mazda2 as “Zoom Zoom Concentrated”
- The Mazda2 fills a gap in the B-Car market for Mazda in North America as an entry point to the Mazda3 (and the B-Car market is forecast to double in the next 3-4 years)
- The Mazda2 has already won World Car of the Year in 2008 and has also won Car of the Year in over 20 countries (i.e. Mazda already ‘owns’ the global B-Car market)
- The primary goals for the Mazda2 is that it had to:
- be fun to drive (consistent with Mazda’s Zoom Zoom culture)
- be affordable
- possess high QDR ratings (quality, durability and reliability)
- The Mazda2 interior will likely be revealed at the Montreal Auto Show in mid-January
- Pricing will likely be discussed at the Detroit Auto Show in late January
- Mazda2 will likely be in the showrooms by Q3 2010
Besides the official Reveal, my highlight was being right in front of a new Mazda2 when Patrick Dempsey from Grey’s Anatomy and a Mazda racing driver “walked into my viewfinder”. I’ve included a picture of Patrick and a short video clip below along with videos of MazdaUSA president James O’Sullivan at the press conference and in an interview.
MazdaUSA President James O’Sullivan reveals the new 2011 Mazda2:
And here is Patrick Dempsey, Dr. McDreamy from Grey’s Anatomy, walking into my video overview of the Mazda2. Sometimes, it pays to be in the right place at the right time.
Finally, here is James O’Sullivan being interviewed by a member of the press:
All in all, I had a great time at the event – and it is an important baby step for Mazda to become more transparent and reach out to their very loyal customer base through social media. Just with this simple step, Mazda has created a ton of user-generated content and increased the buzz factor for the Mazda2 launch. Look for Mazda to leverage this experience into a bigger social media story. Stay tuned for more…
Posted in Uncategorized | Tagged: David Harris, Detroit Auto Show, Flip minoHD, James O'Sullivan, LA Auto Show, Mazda, Mazda social media, Mazda2, Mazda2 Reveal, Montreal Auto Show, zoom zoom, zoom zoom concentrated | 2 Comments »
Posted by Tom Humbarger on December 1, 2009
Mazda has created the Mazda “22″ group which includes Mazda owners, Mazda enthusiasts and members of the social media community who will work with Mazda’s digital team in an advisory capacity. The LA Auto Show will be the first of several planned meet-ups for this group in the Southern California area.
The special Mazda2 event includes an orientation, an advanced screening, the official press conference for the Mazda2 Reveal (at 11:05am PST), a photo and video session, and lunch at the ESPN Zone at LA Live.
The Mazda2 was awarded the World Car of the Year in 2008 and was not originally slated for release in the US. The run-up in gas prices in 2009 and the economic downturn led Mazda to change its mind on releasing the sub-compact in the US market.
Here are some other Mazda2 links to check out:
- Registration for Live Mazda2 Reveal – December 2 at 11:05am PST
- Review of the Mazda2 in Consumer Guide Automotive
- Review of the Mazda2 in Consumer Reports
I’m looking forward to seeing how Mazda leverages social media for their Mazda2 launch – zoom zoom!
Posted in Uncategorized | Tagged: bloggers, Consumer Reports, LA Auto Show, Mazda, Mazda 22, Mazda enthusiasts, Mazda owners, Mazda2, Mazda2 review, MazdaUSA, social media, World Car of the Year, zoom zoom | 1 Comment »