After a quick morning break the action at Mplanet 2006 picked back up with a series of forums. I decided to attend the Succeeding in a New World of Media session. The panel included:

Tom Hernquist, SVP, Global Chief Growth Officer, The Hershey Company
Craig Coffey, VP, Mobile Phones Marketing and Customer & Market Operations, Nokia
Michael Fasulo, CMO, Sony Electronics
George Harrison, SVP, Marketing and Communications, Nintendo
Paul Woolmington, Founding Partner, Naked Communications

This session opened with a funny video showing the impact that technology, social networks and speed have on communications. A man playing a video game in the bathroom suddenly finds himself featured on YouTube, in real time.

Tom Hernquist started the session with some initial remarks pertaining to that video. The world is changing fast. Tom noted that the same time that Hershey was developing their 2006 marketing plan, YouTube was just created. How could they have ever planned to include something like YouTube in their marketing mix?

Tom asked the audience, "How many of you are using MySpace in your marketing efforts?" Not a single hand went up.

First up was Paul Woolmington to set the stage, re: the changing landscape. Paul's first of four points was the change from the interrupt model to the engagement model. We must interact with our customers.

Next is the ability to empower. What we're seeing is firms co-create products with their customers. Third, aggregate to integrate, more channels give you the ability to tell your story even more.

Finally moving from an isolate model to an affiliate model. Rather then removing all third parties and interfering elements, work with them to build relationships. Word of mouth was the original medium, yet we're just re-discovering it. (Paul keeps butchering the name of Scoble's blog, calling it the 'Scubalizer'.)

Tom asked Paul what will define the changes we're seeing today. Paul said the companies that 'get it' are making the shift from viewing customers as targets, to viewing them as partners.

Next on stage was Michael Fasulo from Sony. Tom joked that between Sony and Hershey, the kids in his household are big fans. Tom asked Michael, "Is traditional TV dead?" Michael says no, the average baby-boomer is still viewing 13-14 hours per week. The Gen-X group is averaging around 11 hours per week, so there is still some traction there.

Michael sees the evolution of marketing in creative use of the medium. When Sony launched the campaign for the new BRAVIA line of TV's they learned that men and women look for the same qualities in purchasing a TV. They created the ad campaign to target men and women together. With Tivo they are able to change the end of the traditional commercial. Women can choose one version, while men can choose another version.

Tom pointed out that people often complain that Tivo is the end of the commercial, but Sony is taking a perceived negative and using it to their advantage. With Tivo they also have increased measurement tools. According to Sony's data 107,000 Tivo customers have watched the advertisement.

With their Mylo product they're employing more viral and non-traditional methods. Much of the distribution of the video elements is via YouTube and other video sharing sites. The customers are passing along the message. User-generated content is great, but you do lose sleep over it some nights.

Michael said one major issue with viral is talent rights/fees. (I have had two major firms approach me about this issue).

George Harrison from Nintendo was the next on stage. Nintendo, if you didn't know, recently launched a new game console. George showed a few of the recent viral campaigns that Nintendo has employed. Some where completely organic, others were started by them. George says there is a fine line between being a great marketer and being annoying.

Tom asked George the same question as Michael, "Is TV dead?" George said no, "TV still represents 70% of spending." With a game console launch there is a very short window to build awareness and TV is essential. However YouTube is becoming part of the mix. The majority of their audience is under 22. George did say he's amazed that he's now part of the YouTube phenomena. See below:

George is actively working in the social media space, specifically by creating his own MySpace profile and interacting on other levels. George realizes he can't just talk it, he has to do it, specifically since so much of their audience is living in this new world. In some cases though, Nintendo are leading their PR agency in this space.

The last member of the panel was Craig Coffey from Nokia. The mobile space is an exciting space. Craig remarked that most people leave the house with a wallet/purse, keys and a cell phone. If they forget one of them they will go back and get it. How many other products can say that a person will go back to get it if they forget?

Nokia has been working closely with influential bloggers to help spread the word about their products. However, you have to make sure you're producing the best product, because if there is a small flaw, the bloggers will find it.

In the mobile space they are sometimes at the behest of the channels. The mobile carriers outspend them 15/20 to 1. Sometimes it's hard for Nokia to get beyond the carriers.

Retail is another form of marketing for Nokia. Like many brands they are launching flahship stores. They are a place for inspiration and education surrounding their product. Craig things that people only use about 10% of their mobile phones capabilities.

(Also as a note, I lost count of how many times YouTube was mentioned.....perhaps too much.)