SocialNetworks

IABWorkshopJune2008

AboutMe

DavidHachez

www.theaCer.be/

Today

•  SocialNetworks•  XboxCase•  AJenKo

DefiniKon

•  Socialnetworkingwebsitesaresitesthatallowinternetuserstohavetheabilitytoadduser‐generatedcontentsuchas:comments,reviews,feedback,raKngs,pictures,videoortheirowndedicatedpages.

Socialnetworkingiswordofmouth

ScoJOJe‐Wrangler

Thesocialmediabrief

"MyclientwantstocreateaFacebookgroup.Developablog.ReachouttopossibleaudienceonYouTube.CanyousendusapriceesKmate?

Fortomorrow?Thanks!"

RollingTalks

TheBreakUp–part1

TIME&SPACE

24/7‐WW

NETWORKS

Onetoall&P2P

ENCODING

∞

CONTRIBUTE

Review,Rate&Publish

SEARCH

Find&Retrieve

AnotherDefiniKon

•  ThinkabouthowyouusetheWebrightnowcomparedtosixyearsago.

•  Nowthinkabouthowourchildrenareusingit.

SocialMediaistheinnova7onofour7me.Whetherornottheinternetbecomesamassmediaisirrelevant.OurbehaviorandthebehavioroffuturegeneraKonshasbeenirreversiblyaltered.

DavidArmano

Youcracy

DavidArmano

Isola7onScoJOJe

Communica7onScoJOJe

Collabora7onScoJOJe

Communica7on Informa7on Entertainment

Surfing Transac7ons Crea7on

Surfisover,Lifetookover

38% 22% 17%

8% 7% 5%

CarolineVogt–MicrosoCResearch

What’sinitforthemarketer?

WhydoesitmaJer?

CredibilityofPeople’sopinion

2 %

98 %

Emarketer.com

Socialisthenewcurrency

Top20Websiteson25‐44Belgian

Comscore

MeeKngpeople

GoogleTrends

FindingaJob

GoogleTrends

Entertainment

GoogleTrends

Gejnginformed

GoogleTrends

HowcanIfitinthatpicture?

Asamarketer

EvoluKon

“Inthestruggleforsurvival,thefiJestwinoutattheexpenseoftheirrivalsbecausetheysucceedinadap(ngthemselvesbesttotheirenvironment.”

CharlesDarwin

DavidArmano

DavidArmano

Context

DavidArmano

Behavior

Youcracy

ShareofconversaKons

isthenew(baJle)challenge

Cases

Offense:Dove

Product

Experience

Value

Source:Forrester

Offense:Dove

Product

Experience

SharedExperience

SocialMarke(ng

Value

CostsProduct,Place,Price,R&D,Produc(on

Promo(on,Branding,Loyalty

Source:Forrester

Offense:Dove

SocialMarke(ng

Value

CostsProduct,Place,Price,R&D,Produc(on

Promo(on,Branding,Loyalty

Product

Experience

SharedExperience

Loss

Profit

Source:Forrester

Offense:Dove

SocialMarke(ng

Value

Costs

Loss

Profit

Product,Place,Price,R&D,Produc(on

Promo(on,Branding,Loyalty

Product

Experience

SharedExperience

Source:Forrester

Offense:Dove

SocialMarke(ng

Value

Costs

Loss

Profit

Product,Place,Price,R&D,Produc(on

Promo(on,Branding,Loyalty

Peers

Product

Experience

SharedExperience

Source:Forrester

Offense:Dove

SocialMarke(ng

Value

Costs

Loss

Profit

Product,Place,Price,R&D,Produc(on

Promo(on,Branding,Loyalty

Peers

WOM

Product

Experience

SharedExperience

Source:Forrester

Offense:Dove

SocialMarke(ng

Value

Costs

Loss

Profit

Product,Place,Price,R&D,Produc(on

Promo(on,Branding,Loyalty

Peers

WOM

Co‐crea(onProduct

Experience

SharedExperience

Source:Forrester

47%

25%

28%

Financialservicesfirms

SocialMarke(ng

Value

Costs

Loss

Profit

Product,Place,Price,R&D,Produc(on

Promo(on,Branding,Loyalty

Product

Experience

SharedExperience

Source:Forrester

47%

25%

Defense

SocialMarke(ng

Value

Costs

Loss

Profit

Product,Place,Price,R&D,Produc(on

Promo(on,Branding,Loyalty

Flog

Product

Experience

SharedExperience

Source:Forrester

Flog

47%

Serviceerror

Defense

SocialMarke(ng

Value

Costs

Loss

Profit

Product,Place,Price,R&D,Produc(on

Promo(on,Branding,Loyalty

Product

Experience

SharedExperience

Source:Forrester

Consumerreview

Defense

SocialMarke(ng

Value

Costs

Loss

Profit

Product,Place,Price,R&D,Produc(on

Promo(on,Branding,Loyalty

Product

Experience

SharedExperience

Serviceerror

Flog

Source:Forrester

Defense

POST

People

Objec7ves

Strategy

Technology

Isolated

Lowcost

Product

Monitor,Respond

Offense

Networking

Highvalue

Story

Network,Enabling

Source:Forrester

XboxCase

SocialNetworks

experiences

MyNetwork(s)

www.facebook.com

Bankingtogether

www.zopa.com

UberSocial

www.ubervu.com

Workingtogether

www.acrobat.com

Workingtogether

www.zoho.com

Knowledgesharing

www.slideshare.net

CollecKveknowledge

www.wikipedia.org

CollecKvesearch

www.mahalo.com

CollecKvelife

www.dipity.com

Instantaudience

www.twiJer.com

Broadcastnow

www.ustream.tv

SOCIALINTHEGENES

TheBreakUppart2

Future

Web3.0

"We'vebeenvotedthebestmarketerofthe20thcentury,butthat'sbecausewewerethebiggestshouters.Inthe21stcentury,wewanttobethebestlisteners."

GregIcenhowerP&G2001

Sources/InspiraKon

•  DavidArmano–Logic+EmoKon

•  MarkTaylor–Wunderman

•  CarolineVogt–MicrosoC•  ScoJOJe–Wrangler•  JappFavier–Forrester•  Youcracy–GoViral•  JosephJaffe•  Theweb…