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The Rise of Amateur Communications in Smoker Engagement

Explore the impact of amateur marketing in reaching smokers for smoking cessation. Learn how amateur content influences consumer demand and strategies to engage them effectively.

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The Rise of Amateur Communications in Smoker Engagement

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  1. ConsumerDemandBLOGS, PODCASTS&NEW STRATEGIES TO REACH SMOKERS • Paul Vogelzang • PORTER NOVELLI

  2. Welcome to Amateur Hour

  3. Welcome to Amateur Hour • The Rise of Amateur Communications • “In an industry built around buzz, communication that’s humming loudest today are often unauthorized.” • “Last month, a Nebraska man auctioned the space on his forehead on eBay. The winning bidder paid him $37,375 to wear a temporary tattoo pitching a snoring remedy.” • MySpace has over 45K profiles associated with “Smoking Cessation,” Technorati, over 12K posts, last 30 days. • Please don’t shoot the messenger! They can help others! • Embrace them: THEY HAVE THE POWER!

  4. Meet George Masters • November 2004: quietly posts homemade iPod ad that he spent 150 hrs creating, purely out of love • It received moderate traffic until it was picked up by several blogs • In a matter of days, the ad has been watched more than 37,000 times, it appeared on news sites and television

  5. This is a Threat, and not a Great Opportunity • “It’s a real problem. And the problem gets bigger the more people see this stuff. It begins to muddy the message. The ad industry should rise up against (amateur ads).” - Jack Trout

  6. This is Not a Threat, But a Great Opportunity • “The only thing we have to fear is fear itself.” • - Franklin D. Roosevelt

  7. Existing Channels • The Sources • Watercooler: WOMMA • Ratings/Reviews • Direct Company Feedback • Health Blogs (HIPAA) • Boards & Forums • Data based driven • The Forms/Formats • Non traditional voice • Partial Text (IM) • Engaging the consumer • Video/Audio: opt in... • Now it’s our turn

  8. Consumers Control the Product • MySpace 77MM profiles • Voting for music, movies, causes (“An Inconvenient Truth”) • Democratic form • 5 MM units sold of just volume 1 at $9.99 each. 9

  9. Jeff Jarvis Says: • “The people you want to reach through media, now are the ones creating it.”

  10. Blogs and Corporate Image • Jeff Jarvis and Dell • Dan Rather, CBS and SwiftBoat • WalMart The Movie and racism:evilsmiley.com 11

  11. Blogging Explodes • Bloggers are increasingly viewed as a crediblesource of information, thanks to several landmark events • Vlogging (video blogging) and moblogging (mobile blogging) are also increasing • The press even are empowering people to blog • In January, Technorati reported there are 30M bloggers • A 400% increase since July 2005! • Pew: 8 MM created blogs, 50MM read them • “Citizen Journalism” (MSNBC, NPR, local affiliates)

  12. Blogging Explodes

  13. Leveraging Blogs & Podcasts

  14. Leveraging Blogs & Podcasts

  15. Leveraging Blogs & Podcasts

  16. This is bigger than blogging! • It’s all about sharing in a conversation • Consumers have uploaded more than 6.5 million photos onto Flickr, a photo-sharing site • Amazon encourages customers to share product images • Podcast Alley & iTunes has nearly 30,000 podcasts indexed!

  17. What is podcasting? +

  18. What is podcasting? • “Offline” syndicated radio program • Began mid-2004- today: 50 MM iPods sold • Mostly audio, but also video (vodcast) • Currently over 30,000 podcasts in iTunes • Avg. podcast = 1,000 listeners per ep. • Top podcasts = 100K+ per episode.

  19. Types of podcasts Audience Congregates Here • Traditional media • ESPN • USA Today • Radio stations • BusinessWeek • NY Times • MSNBC • NPR • Listener-generated • Daily Source Code • Dawn & Drew Show • MacCast • Skepticality • Accident Hash • MommyCast • PacificCoast Hellway

  20. Types of podcasts

  21. What is podcasting? (audience) • Micro-targeting • Target by topic … not by demo • Anti- “traditional media” sentiment • 3 D’s (disillusioned, disenfranchised, diverse) • “Power of the People” medium

  22. Where is Podcasting? iPod(any MP3 player) iTunes(Juice, Doppler, iPodderX) Web(show site, PodShow, Podcast Alley, Podcast.net, Yahoo!, etc.)

  23. Podcasting growth Total U.S. Podcasting Audience Source: eMarketer, February 2006

  24. So, now what? • If consumers control the product design, the media and communications, then… • How do we deal with this? • What can we actually do to leverage the consumer's voice? • And how do we maintain our status quo so we keep up our profession?

  25. So, now what? • All good questions! • We can help you answer the first two • You need to answer the last one

  26. Listen to Them! • Seek out honest feedback – positive and negative • Listen actively in real-time to the “voice of the customer” • Use as many online channels as you can • Customer communities • Discussion boards • Email • Weblogs: conference presentations on audio... • Real-time Chat • Read their blogs and listen to their podcasts • Don’t keep this knowledge to yourself • Let everyone – inside and out - have access to it • Be transparent

  27. Engage Them! Rate!

  28. Empower Them! • MommyCast? Established, emotional ties to moms • Community for Legacy Moms, and others • Bring like minded people together (a lot... and not get your message “kinked”) - online and off: Moms still talk, offline or online • Create a cause • Find out what stirs your constituency? • Latch on to this cause and lead the battle cry online: embed what works... • Work together in support of the cause

  29. CPG’s first Podcast Sponsorship • Top-level naming for one year • Dixie focused Specials • Directing advertising value-add and PR at promoting MommyCast

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