Nokia Ideas, Insights & InnovationApril 2007

@Movements, Observations & Discussions

b-side

: observers of the new world

we explore the cultural behavior on how people create, consume & share media across the globe & how these social media communities & networks are transforming the marketing and media world today

b-side

instant messaging email social networks chat rooms iPods mobile phones MP3 Players P2P networks handheld devices digital video recorders video games game consoles next

generation communities blogs vlogs,

virtual worlds online gaming web and mobile TV

Community <P>articipation

Citizen Marketers

• "Every human being is interested in two kinds of worlds:

• the Primary, everyday world which he knows through his senses, and

• a Secondary world or worlds which he not only can create in his imagination, but which he cannot stop himself creating."

W.H. Auden

1% <P>articipation Rule

•“If you get a group of

100 people online then 1 will create content, 10

will interact & <P> and the other 89 will just view it”

(* Source: The Guardian Unlimited *)

The 5th <P> of Marketing

• Social media makes relationships easier to create and maintain because of participation, and

participation is the future of marketing

(* Source: Peter Kim, Forrester Research, advocates that participation be added to the well-established four Ps of marketing (produce, price, place and promotion *)

Word Of <P> Mouth

• Research firm, Big Research

polled 15,000 people and

asked them to rate the influence of media on their decision making.

• WOM (Social Networking) was #1.

The 4 ‘F’s of Citizen Marketing

•Filters•Fanatics•Facilitators•Firecrackers

(* Source: Ben McConnell and Jackie Huba *)

Filters

• The Filters are human wire services. They collect brand stories and then package this information into a stream of observations.

• Filters maintain a steady objectivity like traditional news, but some Filters cross over into analysis.

• Their work could be called amateur brand journalism.

(* Source: Ben McConnell and Jackie Huba *)

Fanatics

• The Fanatics are true believers and evangelists. They love to analyze the progress of a brand

• The Fanatics praise great work -- but they will also criticize mistakes in full view of the world

• Fanatics want to contribute and add value, they want to contribute and often do so, even if the company isn't listening

(* Source: Ben McConnell and Jackie Huba *)

Facilitators

• Facilitators are community creators. Facilitators are like the mayors of online towns, and some online communities exceed the populations of small cities

• Facilitators create online communities mostly for fans to connect with other fans and offer support

• The size or demographics of some Facilitator-created communities becomes attractive enough to interest advertisers

(* Source: Ben McConnell and Jackie Huba *)

Firecrackers

• Firecrackers are the one-hit wonders & attract considerable attention because they have created a song, animation, video, or novelty that generates a lot of interest

• They may disappear as quickly as they arrived, the Firecrackers can have a measurable impact on a slice of culture or business

(* Source: Ben McConnell and Jackie Huba *)

Citizen Content• The people are the message because their role

as publishers or broadcasters hoists them above the boundaries that one-way media communicators have erected around themselves

• They are not the balcony standers of one-way media, concealed behind walls of organizational privacy.

• Participation is their medium and their platform.

(* Source: Ben McConnell and Jackie Huba *)

•the future of advertising is about engaging your customers as co-creators, rather than expecting them to passively consume.

Pete Cashmore, Mashable Blog

Social Media (web2.0)

Emerging Trends

The Landscape

Music

Your Personal Radio

Pandora is an excellent internet radio service

Chinese Pandora

Chinese Pandora

Well Connected

ReverbNation is a social network connecting fans (fan reach), artists and venues.

Music Junkies

MOG is a social network aimed squarely at music junkies

China Music Sketch

Sketch with music, organise, tag, review

I Like This...

considered to be the leading musical social network by many, many users

I Like This...

I'm into musical voyeurism (or is it eavesdropping if there's play button?)

Users Favourite

considered to be the leading musical social network by many, many users

Killer Recommendations

Last.fm killer features that make a good service even better

China Recommends

8Box and Douban have recommendation engines that learn your music tastes

China...

If China follows the global social networking market trends, the chinese social networking eco-system will spawn a whole

list of local widget based add-ons to supplement the growing desire for the 2nd largest

internet population to express itself.

A Consumer Brand: RightClick

Case Study

“I WANT TO BE YOUR PERSONAL MUSIC

CHANNEL.”RightClickA

and this is how i do it...

MYSPACE

Joins MySpace & creates his profile & builds his social networkwww.myspace.com/paulofpool

FREE PIMP YOUR SPACE

Improves his brand cool with free layouts to make more friends

MYSPACE Music Reviews

position his profile & online brand presence - as a music reviewer called RightClick

MYSPACE Friends

Makes Friends with Artist/ DJs and fans, begins online music conversation with his community

MY BASIC BULLETIN

Communicates with all the tools (comments, bulletins, emailing list ... ) available in MySpace and drives them to...

RIGHTCLICK MIXTAPE BLOG

His channel - The RightClick Blog for reviews of their music (filter)& share his opinions (fanatic & facilitator) with his community

MIXTAPE MUSIC CHANNEL

His community likes his music reviews and begins to share & activates viral WOM with embed codes on their own profiles & fans <P> & join the conversation...

Fans Join Conversation

“Love them phat mixes dude, you just get it guy and keep them coming!” – Wildcard, Singapore

“Hey man, caught the nod to the "Fire Escapes" mix. "Random, but awesome." Shit, that's exactly what I'm going for. I want that on my tombstone, man. Thanks, as always, for helping spread the word. Always hitting your site for new stuff to hear,” – Bridge & Causeway, New York

“nice sound paul!! i'm a fan of ya blog!!!! big up from berlin, pow! pow!! pow!!!” – Adam Port, Berlin

“Eh your mixes are wadda wadda wicked...” – Belle, UK

“Yo, where are the dubs man? My body is reacting different lately!” – IDN, Hong Kong

“Yo Dude! Wicked…” – DJ Mikey Mike, Phuket, Thailand

“I was wondering, how can I get one of my mixes on Rightclick?” – Joe Fatlip, Hawaii

RIGHTCLICK’S FREE TOOLS IT USES &

HOW IT LINKS EVERYTHING TOGETHER

RIGHTCLICK CHANNEL

FLICKR - IMAGE STORAGE

SLIDE - DISPLAY

PODOMATIC - MP3 STORAGE

ODEO - FLASH MUSIC PLAYER

TRACKS PROGRESS

“Linking is a far more important phenomenon online than most people realize. "Linking is the new currency of the Web."

Jerry Murdock, Photobucket

COMMERCIAL WORK

Gets commercial attention & co-creates Sydus.com with his experience

PERSONAL WORK

Starts Personal Music Concierge Service

People are using numerous digital means to communicate, and brands can and should be part of that conversation.

(* Maria Mandel *)

"In today's world, you have to get them to invite you in and agree to interact with your brand"

(* Maria Mandel *)

The End

b-side

: observers of the new world

www.b-side.com.sgwww.poolatwork.com