Recently, I asked fourteen friends who are well-known in social media for their predictions on what to expect in 2009.  They came up with 50 diverse insights that are worth spending some time with - you can download a PDF of them here.

As you know, social media isn't about any single institution dictating what will be - even an amalgamation of 14 minds.  So I turned the task of clairvoyance over to the people, by creating a voting application where anyone could vote a particular prediction up or down, or submit their own to the mix.

It's telling that the top three predictions voted to the top so far are all focused on customers:

1.  Customer Satisfaction Uprising.  With money tight and tensions high, consumers will not tolerate bad service. They will flip out, very publicly, using social media. [from Andy Sernovitz]

2.  Customers insist on custoMEr service.  Putting the "me" back in customer service, customers, tired of being asked to pay more for less, will look to product guarantees and service warranties to make their purchasing experience worthwhile. When denied, they'll take (or threaten to take) their case to the web. Good customer service will differentiate a mediocre brand and a superb brand. [from Scott Monty]

3.  Everyone becomes a marketer.  As companies debate who should "own" community efforts within the organization -- marketing, corporate communications, IT, etc -- their front line workers will go about quietly, inobtrusively interacting with customers, partners, and other employees within their social networks. Examples like @comcastcares Frank Eliason or "Nuts About Southwest" blogger Gordon Guillory (who is a mechanical engineer) point to the democratization of social media within the enterprise. Companies will struggle with how to control who says what -- but will increasingly realize that in an economic downturn, they need all the marketing muscle and leverage they can get and actively encourage. [from Charlene Li]

It seems pretty clear to me where we need to focus our attention in the coming year (and beyond).

Peter is currently working with a stealth-mode startup, building an enterprise social services + technology company. He was previously a Forrester Research analyst, and prior to that, was in charge of PUMA's global interactive marketing, internal creative agency, and marketing finance. He also held strategy consulting positions at Razorfish and Coopers & Lybrand. He blogs regularly at Being Peter Kim and tweets once in a while as well.

With only 40 days left until Mplanet 2009, everyone behind-the-scenes is hard at work on the final logistics that will make this year’s event THE place for today’s marketers to explore, learn and connect  - all in a multi-sensory environment unlike any other.  AMA’s meeting and event production agency partner for Mplanet (Chicago-based Minding Your Business, Inc.) is no exception.

 
And while our involvement in the project extends back to the humble beginnings (when the idea for the inaugural Mplanet – in 2006 – was first coming to fruition back in 2003), the real work for this year’s event began in April.  It all stemmed from the AMA’s event concept - “Navigating the New Marketsphere.”  Today’s consumers have this hard-to-penetrate halo of technological empowerment around them created by the myriad of constantly changing ways they receive messages.  What’s a marketer to do to change, adapt and stay relevant in this world of rapidly swirling cultures and attitudes that create a vortex of diverse needs, wants, niche preferences and global imperatives?

With an outstanding line-up of the industry’s top minds in place to address this big question and a magnificent host venue selected (Orlando’s well-appointed Rosen Shingle Creek), our team set-out to design an attendee experience that would bring the “New Marketsphere” to life.  I think it’s safe to say our audience in for a real “WOW.”

 

Here’s a sneak peek at what you can expect (but shhh, don’t tell anyone I told you!):

• A techno-driven main stage environment for the Perspectives sessions featuring theater-in-the-round style seating around a central, 24’ diameter circular stage
• The return of the Mplanet DJ and an opening performance that will draw you into the world of the new marketsphere in a way that will simply blow your mind
• Forums sessions designed as “mini” general sessions that support in-depth dialogue between some of the leading CMOs and marketing luminaries while allowing ample time to focus in on the questions YOU want answered
• The Discovery Center – epicenter of Mplanet for engaging with leading-edge exhibitors and continuing to the dialogue with fellow marketers, AND home to the Mplanet Studio – where attendees have unprecedented access to Mplanet’s amazing line-up of speakers
• Evening receptions that take networking to the next level, complemented by interactive entertainment as well as enticing food and drinks
  

Every aspect of the production promises to provide a multi-sensory experience designed to immerse attendees into the realm of the New Marketsphere.

Speaking of which…I need to get back to work!  See you in January!

- Amanda Marijanovic, Executive Producer of Mplanet, Minding Your Business, Inc.

With our global economy hitting a rough patch right in the middle of budgeting season.  Unfortunately, things are so bad that some companies are more focused on survival than on 2009 spending reductions.  For those who can move ahead with planning for next year, a difficult decision awaits.

Many social media tools have moved into mainstream adoption - Facebook has passed 100 million global users and more than 133 million blogs are being indexed by Technorati.  The early promises of word of mouth marketing seem set to emerge into reality - consumers passing along brands at zero incremental cost, out of sheer affinity and loyalty.

However, a small three-letter roadblock stands in the way of those wanting to add social media to the mix:  ROI.  And social media marketers are finding that getting serious means having to justify spend.  Unfortunately, marketing measurement is difficult for channels we've been using for decades.  So I don't expect social media to emerge as a strong marketing channel any more than mobile will.

There is a ray of hope in all of this.  Marketers who take the time to understand how social tools best function will learn how to connect with their newly empowered consumers - and this collaboration will help marketing re-elevate itself to the general management role it has historically been.  Any marketer who wants to work in something greater than the "make it pretty" department should understand how the channels work, spend wisely on program development and execution, and success will follow.

Peter is currently working with a stealth-mode startup, building an enterprise social services + technology company. He was previously a Forrester Research analyst, and prior to that, was in charge of PUMA's global interactive marketing, internal creative agency, and marketing finance. He also held strategy consulting positions at Razorfish and Coopers & Lybrand. He blogs regularly at Being Peter Kim and tweets once in a while as well.

Jack Hollfelder writes:

I recently sat down with Nancy Costopulos, the American Marketing Association’s chief marketing officer, to discuss the launch of the Mplanet blog.  Read below for her take on this blog’s purpose, the explosion of social media and what’s ahead for bloggers and Mplanet 2009.

Jack:  Why did you decide to launch this blog? What is the purpose?

Nancy: For two reasons:  Community Building and Engagement.

For community building, Mplanet is more than an event—it’s the industry coming together to dialog about the short and long term issues marketers are presently facing.

We think it’s important to have a venue where marketers can discuss important marketing issues.  AMA has identified four core themes and related topics that will be discussed in the blog that are critical for marketers to understand and address. 

Results are what matter now, and we couldn’t be having this discussion at a more crucial time.

Secondly, engagement – As Mplanet program formats are designed to stimulate engagement and conversation via podium-free presentations, panel discussions, round tables, interviews and talk shows.  The Mplanet blog is a natural extension of the event itself as another touch point for the marketing industry to connect and engage marketers in these topics, both before and after the event, will add an important dimension to the discussion.

Jack:  Since the first Mplanet in 2006, social media has exploded – do you think marketers have had a hand in this growth?

Nancy: Without a doubt!  Marketers recognize social media as a powerful and authentic way to engage with their customers.

Jack: How did AMA develop the four core themes for Mplanet 2009?

Nancy: The core themes are the outcome of a comprehensive planning process that included Mplanet strategic and content partners, Bain & Company, the Wharton School and the Institute for the Study of Business Markets (ISBM), as well as the Mplanet CMO Advisory Board from top B2B and B2C companies.  AMA met with these various constituencies and, based on their insights, direction and experience, developed the core themes.  The themes are rich, insightful and challenging, promising a high level of information sharing and takeaway value.  They are also how the Mplanet blog is organized and each will be discussed at length.

• Brand Building in a Digital World
• Connecting with Empowered Customers
• Marketing Mix in a Fragmented World
• Global Marketing on a Borderless Planet

Jack: How can AMA members or Mplanet attendees participate in the blog?  Can they suggest topics? 

Nancy: Absolutely - there’s an open invitation for all to engage in this conversation.

As the four core themes are complex, and made only more so but our current economic situation, we feel the more discussion, the richer the results. In other words, the more the better! 

And because Mplanet is a community, we also feel there should be a community of marketers contributing to the blog.  To get in touch or suggest a topic for the Mplanet blog, email us at: mplanetblog@ama.org.

Jack: Mplanet 2006 has some great bloggers onsite like Josh Hallett and Ann Handley and Roy Young from MarketingProfs.  Can we expect more of the same for 2009?

Nancy: Having folks like Josh, Ann and Roy onsite in 2006 not only shared the Mplanet message industry-wide, but also allowed some of us at AMA to fully understand and experience first-hand the power of these Web 2.0 tools.

For Mplanet 2009, we are thrilled to have Toby Bloomberg, Josh Hallett and Peter Kim on board. Many other bloggers and media folks, like Stephanie Diamond, were invited to participate as well, both for the blog and onsite.

The Mplanet 2009 program offers insights and solutions from some of the best marketers and the best brands, but the opportunity to be there and interact with leaders from both B2B and B2C companies will allow everyone, especially bloggers, to contribute to the rich and engaging discussion. 

 

 

As Toby mentioned in her last post, McNeil/J&J got wind of a controversy brewing on Twitter which ultimately escalated into mainstream media.  For better or worse, this type of digital consumer uprising rarely happens.  However, the lesson that all marketers can learn here is that listening and being prepared are key

 

On a related note, the "Motrin Moms" controversy reached a boiling point on a Sunday, i.e. an atypical "work" day.  Proof that social media will also require the concept of work/life balance to apply over seven days a week, not five vs. two.

Being prepared and digital "listening" require effective measurement of online conversation.  And as physicist Lord Kelvin said centuries ago, "if you can measure it, then you can manage it."

Measuring social media consists of five related factors, whether it's your campaign or an external meme you are following:

1. Attention.  The amount of traffic that content receives over a specific period of time.
2. Participation.  The level of user participation with content, e.g. comments, trackbacks, and bookmarks.
3. Authority.  The number of inbound links pointing to content.
4. Influence.  The size of user base subscribed to content for regular updates.
5. Sentiment.  The net positive and negative attitudes being expressed about the content.
6. Velocity. The rate at which metrics are rising or falling.  

This framework can be applied to a blog post, online video, or even a hashtagged term.  It'd be a smart idea to establish dashboards for your brand keywords and topics relevant to your market.

Peter is currently working with a stealth-mode startup, building an enterprise social services + technology company. He was previously a Forrester Research analyst, and prior to that, was in charge of PUMA's global interactive marketing, internal creative agency, and marketing finance. He also held strategy consulting positions at Razorfish and Coopers & Lybrand. He blogs regularly at Being Peter Kim and tweets once in a while as well.

This Sunday the social media "mom" community impacted the marketing direction of a Fortune 500 company. What began with a tweet ended in McNeil Consumer Health, a divison of Johnson & Johnson, putting the brakes on a multiple channel strategy. Motrin: We Feel Your Pain was a campagin that targeted baby sling wearing moms.

While I am sure that the brand team at Motrin meant no disrespect, the moms (and a few dads) found the "wearing your baby video" passionately disturbing. Within hours there were thousands of tweets flying in cyberspace and blog posts offering expanded commentary. But as usually happens, the buzz did not stay online but moved offline courtesy of the social media community.

"I know this thing has been viral but I have been using the phone to "tell a friend" and they are out raged too." - @cutiebootycakes
"I emailed MSNBC and the New Orleans local channels and newspapers." @KatjaPresnal. Katja also created her own video which went viral in a flash.

The influence of "just" a few thousand people resulted in the Mortin.com website being taken down and plans made to pull print ads from distribution. Note: the video, of course, found its way to YouTube. However, those tweets and blogs and the subsequent actions taken from McNeil Consumer Health may have saved the company some hefty dollars in terms of the ultimate goodwill and stopped the ooze of brand erosion before it could spread further online and off.

An ironic twist of the story is the Johnson & Johnson spent months and months researching social media including talking to bloggers before it launched its JNJBTW blog (I was invited to a sponsored dinner for the purpose of helpling J&J understand social media.) and bought the mummy community Baby Center. In the too frequently silo-ed world of business learnings are often not shared. Big mistake this time.

McNeil Consumer Healthcare has been changed by the influence of the bigger conversation. The lesson learned is that Not stepping into social media especially when a significant, vocal, powerful segment of your market .. IS stepping into social media. What that ultimately looks like for McNeil Consumer Health remains to be seen. If they take their lead from Dell it could be something spectacular.

What should be the next steps that Morin marketing brand team takes next?

Toby Bloomberg is the president of Atlanta-based Bloomberg Marketing and also writes for her blog, Diva Marketing. A national speaker and facilitator of social media marketing and traditional marketing topics for organizations like the American Marketing Association, the Olympic Organizing Committee and SCORE, Toby has over 15 years experience. In addition to co-hosting the Mplanet blog, Toby will be speaking at Mplanet's Digital Marketing Lab in January 2009.

On Friday, Oct. 7, in New York City, I had the pleasure of attending my first 2008 AMA Hot Topic session entitled "Digital-Centered Marketing."  The facilitators were Toby Bloomberg, president of Bloomberg Marketing/Diva Marketing (and a blogger here), and Bill Flitter, CEO and founder of Pheedo, Inc.

Both Toby and Bill are skilled presenters who move the subject along based on the feedback of the group and understanding of the topic.  If you want to find a way to dive into social media, this is a great starting point.  The participants had the opportunity to talk about their own issues, problems and opportunities and everyone can learn from examples.  If you want to update your knowledge, there's a lot here for you too. 

As you can imagine, tackling a topic like "Moving Your Marketing Into The Digital Future" as this was subtitled, is a daunting task.  I was so very impressed with the depth of knowledge presented and the way case studies were woven in.  They practice what they preach.  There was very effective story-telling, tracking of successful cases and lots of sincere interest in each participant. You also come away with a copy of all the information presented and a companion website that is chock full of supporting information.

If you have a chance to attend a future presentation, don't hesitate.  It's well worth it. A similar session is scheduled for Dec. 5 in Seattle.

Stephanie Diamond writes The Marketing Message Blog and is the founder of Digital Media Works, Inc. She is a seasoned 25+ year management/marketing professional with experience building profits in a broad range of product and services businesses. In addition to writing for the Mplanet blog, Stephanie will be speaking at Mplanet's Digital Marketing Lab in January 2009.

Mplanet 2009 speaker Mary Dillon, EVP and global CMO for McDonald’s, was in the news recently as she announced new packaging for McDonald offerings. The new designs, which feature pictures of the food inside as well as nutrition information, are designed to put more emphasis on the food inside. Packaging will contain taglines that might be interpreted as calls to action for consumers. The new Big Mac box, for example, will say “There is only one.”

Coverage of the announcement reminded me of the important role that packaging plays in the marketing mix for the food and beverage industries. When I was covering the brewery world in the mid 1990s (a fun beat if ever there was one), bottle and tap design often were the two main marketing identifiers for the flood of craft brews hitting the market. Those also were the days when Coke rolled out its retro-looking plastic bottle, a major marketing hit for that iconic brand. These days, rival Pepsi is in the midst of a new logo rollout.

I would think that, in this economy, packaging will become an even more important part of the consumer goods marketing mix. Catching the eye of wary consumers and communicating important brand attributes through packaging would seem essential when shoppers are tightly holding onto every penny.

If you’ve recently redone packaging for your product, I’d love to hear how you approached it and what impact its had on your marketing and sales; feel free to comment here. Or stop by the Discovery Center at Mplanet where I’ll be interviewing conference speakers at Studio Mplanet, a stage in the middle of the exhibit area, and we can chat then.

Veteran business journalist John N. Frank is editorial director of AMA’s Marketing News, Marketing Management, Marketing Health Services and Marketing Research.  He has also started or relaunched a variety of magazines, newsletters, and Web sites in his more than 30 years in journalism.

 

At this point in the year I think we need to take a look at how we've integrated Social Media as part of our overall strategy. Along the social media marketing continuum I believe we are at the point where 'Web 2.0' and 'social networks' are no longer apart from the net as a whole.

All social media channels open a line of communication between you, your audience, colleagues and friends. When you are creating a marketing strategy, you need to think about the response of all of these constituencies across channels. There are people who will see you across blogs, FB, Twitter, etc. All your branding and content needs to be consistent. Everything works together (or it doesn't).

Here are three questions you should address when assessing your strategy:

1. What can I contribute that will be of real value?

2. How can I share what I'm doing without a 'hard sell' ?

3. Is this channel a place I am connecting with colleagues, friends or customers or some mix? How can I make sure all these constituencies are served?

Stephanie Diamond writes The Marketing Message Blog and is the founder of Digital Media Works, Inc. She is a seasoned 25+ year management/marketing professional with experience building profits in a broad range of product and services businesses. In addition to writing for the Mplanet blog, Stephanie will be speaking at Mplanet's Digital Marketing Lab in January 2009.