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Netvertising: Brand Building in the XXI Century
Thought Starters on how to turn your PRODUCT into
a SERVICE
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Facts & Figures
• Years to Reach 50 million Users:
– Radio - 38
– TV - 13
– Internet - 4
– iPod - 3
– iPad - 2
– Facebook added 100 million users in less than 9 months
– iPhone applications hit 1 billion downloads in 9 months
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Facts & Figures
• By 2010 Gen Y had outnumbered the Baby Boomers
• 96% of them have joined one or more social networks
• Generation Y and Z consider e-mail passé…
• Social Media has overtaken PORN as the #1 activity on the Web
• 80% of US companies use LinkedIn as a primary tool to find employees
• 1 out of 8 couples married in the U.S. last year met via social media
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Facts & Figures
• A 2009 US Department of Education study revealed that, on average, online students outperformed those receiving face-to-face instruction
• 1 in 6 Higher education students are enrolled in online curriculums
• A number of US Universities have stopped distributing e-mail addresses to their new students
• Others disallow PowerPoint, laptops and cell phones in their classrooms
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Facts & Figures
• If Facebook were a country it would have the world’s third largest population, behind China, India and ahead of the UE
• comScore Indicates that Russia has the most engaged social media audience with visitors spending on average 6.6 hours and viewing 1.307 pages per month
• The fastest growing segment on Facebook is 55-65 year-old females
• Ashton Kutcher and Britney Spears have more Twitter followers than the entire population of countries like Sweden, Israel, Ireland, Norway, or Panama.
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Facts & Figures
• 80% of Twitter usage is outside of Twitter
• Whatever happens in VEGAS stays in YouTube, Flickr, Twitter, Facebook…
• YouTube is the world’s second largest search engine
• Wikipedia contains well over 27 million articles; 82% of these are in languages other than English*
• Some studies suggest Wikipedia is more accurate than the Encyclopedia Britannica…
• If you were paid a $1 for every time an article was posted on Wikipedia you would make $ 1712,32… PER HOUR
Source: Wikipedia Statistics, 06-2013. http://stats.wikimedia.org/EN/Sitemap.htm
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Facts & Figures
• The Blogsphere contains well over 200 M. Blogs. If the current trend continues, this number will roughly double in the next 12 months
• 54% Of bloggers post content or Tweet on a daily basis
• 34% Of bloggers write opinions about products & brands
• 25% Of search results for the world’s Top 20 brands are links to user-generated content
• Facebook USERS translated the site from English to Spanish via a Wiki in less than 4 weeks, at cero cost for Facebook
• Windows XP USERS put more than U$ 5 Billion worth of man hours into beta-testing
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Facts & Figures
• People care more about how their social graph ranks products and services than how Google ranks them
• 78% Of consumers trust peer recommendations, only 14% trust advertising
• 90% Of the people who have some technology to skip TV commercials, DO skip them
• On-line TV and Movie channel Hulu doubled its number of subscribers between April and December 2012. Now totals 3 M.
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Facts & Figures
• 25% Of Americans say that in the past month they watched a short video… On their PHONE (2010)
• Amazon reports that in 2012 its Kindle sales overtook printed books. Sell 114 Kindle books for every 100 printed versions
• Even the largest newspapers are experiencing record declines in circulation because we no longer search for news Recently, the New York Times sold off the Boston Globe at a 93% loss (07-2013)
• In the near future, we will no longer search for products and services; they will come to us through social media
• This means Brands will have to consciously BUILD their reputation and acceptability, or run the risk to be shut out
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Facts & Figures
• Author Clay Shirky* calculates the COGNITIVE SURPLUS of the USA alone at 200 Billion man-hours (spent watching TV) That is roughly 2.000 times the free time spent on Wikipedia each year
• More than 2.5 million pieces of content (web links, news stories, blog posts, notes, photos, etc.) are shared on Facebook. Every DAY
• Successful companies in social media act more like DALE CARNEGIE and less like MAD MEN: They listen first, sell later…
• Successful companies in social media act more like party planners, aggregators and content providers than traditional advertisers
Clay Shirky: Cognitive Surplus. Penguin Group, NY - USA (2010)
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Follow the Money
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Follow the Money
• Facebook buys Instagram, the Publicis and Omnicom ad-groups merge, Dell prepares for buy-out, Amazon chief Jeff Bezos buys the Washington Post (right: the Watergate guys)
• AppStore cumulative sales up to 2011: 15 Billion; Cumulative 2012: 25 Billion. Meaning: Apple sold 10 BILLION apps during 2012 alone
• Google launches the Motorola X cell phone (07-2013)
• Adobe goes Cloud, SaaS (Creative Cloud - 2013)
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Embrace Caos
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Nothing replaces Nothing
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Nothing replaces Nothing
• Radio did not replace Newspapers
• Television did not replace Radio
• Internet did not replace TV
• Home video did not replace Cinema
• E-mail did not replace snail mail
• Texting will not replace E-mail
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But Something may displace Something
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THOUGHT STARTERS
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Product as a Service (PaaS)
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If my Product/Brand were a Service
what would it be?
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Software as a Service (SaaS)
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If my Product/Brand were Software,
what would it do?
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Social Networking as a Service (SNaaS)
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If my Product/Brand were a Social Network
who would my members be?
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Blogging as a Service (BaaS)
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If my Product/Brand were a Blog
what would it be about?
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PRODUCT DEVELOPMENT
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Human-Machine Interface Revolution
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Human-Machine interface revolution
• Voice
• Touch
• Gestures
• Biometrics
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Learn to Learn => Play to Learn
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Learn to Learn => Play to learn
• Playing is learning
• Creative process, brain-training
– Inventiveness
– Mental flexibility
– Visualization
– Made in the shade
• Skill acquisition
• Cost effective: high development cost, copy cost approaches cero
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REAL User Experiences
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REAL User Experiences
• User experiences created around the Brand’s true personality
• Not “Borrowed Interest”
• Developing experience oriented Products
• Developing experience oriented Services, Apps
• Developing Networked Products
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The Salesman is
DEAD Long live the Salesman!
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Peer influenced Buying Decisions
• 78% of Users trust peer recommendations, only 14% trust advertising
• Building a network of Influencers, spokesmen (women) and brand champions is becoming essential
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Putting Social Networking
to WORK
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Putting Social Networking to Work
• User grouping – “Flocking”
• User mobilization – “Crowding”
• User funding – “Crowd Funding”
• User content / Review / Feedback
• Users helping Users
• Sharing (WhatsApp, Twitter, Facebook, PinIt)
• User containment, crisis control
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Social Networking or Social Betworking?
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Social Networking is completely unpredictable
Nobody can yet claim to control, predict results, or even be able to establish metrics for an on-line campaign, let
alone Social Media
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Feeding off the Feed
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Feeding off the Feed
• Create exiting Brand related content
• Look for strategic alliances that build Brand value at the intersection
• Entice users to co-create
• Motivate users to engage
• Understand SEO
• Use Stats, Data to improve content orientation to user needs / wants
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Contribute to Society
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Contribute to society
• Networked RSE, a two-way street
– Do not tell people what you DO, tell them what you BELIEVE in
– Give them enticing reasons to believe in YOU
– Look for and build shared value
– Create conditions to allow creation, participation, collaboration, learning
– Help them to help themselves
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Contribute to society
• Knowledge sharing, Problem solving
• Open innovation
• Creating useful, involving applications
• Use the Web, learn to co-create
• Co-Create KNOWLEDGE
• Co-create content that is SIGNIFICANT for users, followers
• Do NOT promote yourself, promote LEARNING & SHARING
• On-line video: better than instruction manuals - a faster, deeper way to learn
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Ask: What is
IMpossible?
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Then go out and
DO IT!