social networking - iab workshop
DESCRIPTION
An introduction on Social Media and Networks presented to IAB Belgium membersTRANSCRIPT
Social Networks
IAB WorkshopJune 2008
About Me
David Hachez
www.theafter.be/
Today
• Social Networks• Xbox Case• Attentio
Definition
• Social networking websites are sites that allow internet users to have the ability to add user-generated content such as: comments, reviews, feedback, ratings, pictures, video or their own dedicated pages.
Social networking is word of mouth
Scott Otte - Wrangler
The social media brief
"My client wants to create a Facebook group. Develop a blog. Reach out to possible audience on YouTube. Can you send us a price estimate?
For tomorrow? Thanks!"
Rolling Talks
The Break Up – part 1
TIME & SPACE
24/7 - WW
NETWORKS
One to all & P2P
ENCODING
∞
CONTRIBUTE
Review, Rate & Publish
SEARCH
Find & Retrieve
Another Definition
• Think about how you use the Web right now compared to six years ago.
• Now think about how our children are using it.
Social Media is the innovation of our time. Whether or not the internet becomes a mass media is irrelevant. Our behavior and the behavior of future generations has been irreversibly altered.
David Armano
Youcracy
David Armano
IsolationScott Otte
CommunicationScott Otte
CollaborationScott Otte
Communication Information Entertainment
Surfing Transactions Creation
Surf is over, Life took over
38% 22% 17%
8% 7% 5%
Caroline Vogt – Microsoft Research
What’s in it for the marketer?
Why does it matter?
Credibility of People’s opinion
2 %
98 %
Emarketer.com
Social is the new currency
Top 20 Websites on 25-44 Belgian
Comscore
Meeting people
Google Trends
Finding a Job
Google Trends
Entertainment
Google Trends
Getting informed
Google Trends
How can I fit in that picture?
As a marketer
Evolution
“In the struggle for survival,the fittest win out at the expense of their rivalsbecause they succeed inadapting themselves bestto their environment.”
Charles Darwin
David Armano
David Armano
Context
David Armano
Behavior
Youcracy
Share of conversations
is the new (battle) challenge
Cases
Offense: Dove
Product
Experience
Value
Source: Forrester
Offense: Dove
Product
Experience
SharedExperience
SocialMarketing
Value
CostsProduct, Place,Price, R&D,Production
Promotion,Branding,Loyalty
Source: Forrester
Offense: Dove
SocialMarketing
Value
CostsProduct, Place,Price, R&D,Production
Promotion,Branding,Loyalty
Product
Experience
SharedExperience
Loss
Profit
Source: Forrester
Offense: Dove
SocialMarketing
Value
Costs
Loss
Profit
Product, Place,Price, R&D,Production
Promotion,Branding,Loyalty
Product
Experience
SharedExperience
Source: Forrester
Offense: Dove
SocialMarketing
Value
Costs
Loss
Profit
Product, Place,Price, R&D,Production
Promotion,Branding,Loyalty
Peers
Product
Experience
SharedExperience
Source: Forrester
Offense: Dove
SocialMarketing
Value
Costs
Loss
Profit
Product, Place,Price, R&D,Production
Promotion,Branding,Loyalty
Peers
WOM
Product
Experience
SharedExperience
Source: Forrester
Offense: Dove
SocialMarketing
Value
Costs
Loss
Profit
Product, Place,Price, R&D,Production
Promotion,Branding,Loyalty
Peers
WOM
Co-creationProduct
Experience
SharedExperience
Source: Forrester
47%
25%
28%
Financial services firms
SocialMarketing
Value
Costs
Loss
Profit
Product, Place,Price, R&D,Production
Promotion,Branding,Loyalty
Product
Experience
SharedExperience
Source: Forrester
47%
25%
Defense
SocialMarketing
Value
Costs
Loss
Profit
Product, Place,Price, R&D,Production
Promotion,Branding,Loyalty
Flog
Product
Experience
SharedExperience
Source: Forrester
Flog
47%
Serviceerror
Defense
SocialMarketing
Value
Costs
Loss
Profit
Product, Place,Price, R&D,Production
Promotion,Branding,Loyalty
Product
Experience
SharedExperience
Source: Forrester
Consumerreview
Defense
SocialMarketing
Value
Costs
Loss
Profit
Product, Place,Price, R&D,Production
Promotion,Branding,Loyalty
Product
Experience
SharedExperience
Serviceerror
Flog
Source: Forrester
Defense
POST
People
Objectives
Strategy
Technology
Isolated
Low cost
Product
Monitor,Respond
Offense
Networking
High value
Story
Network,Enabling
Source: Forrester
Xbox Case
Social Networks
experiences
My Network(s)
www.facebook.com
Banking together
www.zopa.com
Uber Social
www.ubervu.com
Working together
www.acrobat.com
Working together
www.zoho.com
Knowledge sharing
www.slideshare.net
Collective knowledge
www.wikipedia.org
Collective search
www.mahalo.com
Collective life
www.dipity.com
Instant audience
www.twitter.com
Broadcast now
www.ustream.tv
SOCIAL IN THE GENESSOCIAL IN THE GENES
The Break Up part 2
Future
Web 3.0
"We've been voted the best marketer of the 20th century, but that's because we were the biggest shouters. In the 21st century, we want to be the best listeners."
Greg Icenhower P&G 2001
Sources / Inspiration• David Armano –
Logic+Emotion• Mark Taylor –
Wunderman• Caroline Vogt – Microsoft• Scott Otte – Wrangler• Japp Favier – Forrester• Youcracy – GoViral• Joseph Jaffe• The web…