Post on 30-Oct-2014
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www.isobar.net
Social Media: Maturing FastDavid Pullan 14th October 2008
Why Never Ending Friending Poland?A Global Phenomenon, Localised
122m
145m10.3m
3.5m
7m
10.8m
‘It used to be that if you spent time in front of the computer as a kid you were missing out on life...Now, there’s the very real possibility a child could
be missing out on life by not being in front of their computer’
The Guardian, October 2007
http://www.flickr.com/photos/mr_biggs/215592583/
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From Information and ProductivityTo People and Community
An Evolution
Allows us to Think About Consumer Interactions with our Brands Online Across Three Spaces
Paid For
Brand
Social
What is the value of these Interactions?
The Digital Economy is not Governed by Money, but by TimeIn the digital economy price no longer allocates consumer consumption, time does
‘Milton Friedman was wrong...’Chris Anderson, Editor, Wired
Time shows the true value of consumer interactions across the Social Media space
SocialPaid For Brandfacebook users spend an average of 23.7 minutes a day on the site compared to 4.4 minutes on Google
Challenge is to Create integrated campaigns across the Network that unlock the Social Space and the time spent by consumers within it
Unlocking the Social Media Spaces
ABC1 Male, into fine Wine and Food, Young British Artists and modern French Cinema
We love to pigeon-hole consumers into ‘buckets’
based on socio-economic factors that we can then ‘target’...It’s an inexact science
Social Networks Super-Organise users around Passions and Interests
Social Networks Organise people
around their ‘Needs’.
Buckets leak!
This isn’t about the number of contacts someone has...it’s about deep networks around interests, passions and, ultimately, content
This has created the environment for a proliferation of diverse social networks that cater to a wide range of interests
‘The Long Tail’ of Social Networking has been driven by consumers
and the proliferation of services tailored to
specific interest groups rather than
technological change in the past year
jotta.comLondon based community for
people in arts, design and communication
totspot.comNew York based Social Network
for mums and babies
fuzzster.comfor cats and dogs
Fortunately for us, the key to unlocking any one of these communities is the same:The brand must add relevant value to the community
TheSocialNetworkPageTheoffence:In2006everybrandhadtohaveaMySpacepage;nowtheyhaveanequallyurgentneedforaFacebookpage.Theresultisusuallytheequivalentofanonlineadhiddenwithinthevastreachesofasocialnetwork
TheSocialNetworkTheoffence:WhyhaveaFacebookpagewhenyoucanhaveaFacebook?Problemis,socialnetworksdon'tcreatebrandpassion‐‐theycanonlyleveragepassionthatalreadyexists.
Relevant Value Means Moving Beyond Social Media Marketing Cliches
1
2
Mark Cregar. www.emergingmarkeMng.blogspot.com.
Towards...Value Creation
Downloads, tools and viral elements that deliver on the brand
Featuringamash‐upofGoogleMaps,iTunes,FlickrandTwiOerThesitefosterscommunitybuildingthroughuser‐generatedcontentcapabiliMesthathelprunnersconnectwithotherrunnersandsharetheirrunningexperiences.Goruneasy.comleveragesexisMngtoolsandbehaviourstocreatearunningexperiencewherevisitorscaneasilymapoutandsharefavouriterunningroutes,postsnapshotsofsightstotakeinwhileonarun,uploadmusicplaylists,andjoindiscussiongroups.Results:Within3months,16,000registeredusersfromover50countries,9,000runsuploadedandover1,000piecesofcontentsubmiOedviamobile
Client: Coca-Cola China - iCoke.cn
Brief
Create an online community connecting the brand with youth passion points and linking online
entertainment behavior with the sales of product via
a pin-code redemption system
Create an actionable database of millions of users
so that Coke can have better precision marketing and uncover insights.
Execution A virtual 3-D iCoke city was built by wwwins China
to reveal different consumer interactive experience focusing on gaming, instant messaging, blogging
and hompy. A prize redemption center with special
virtual and physical items are created with pin-code enabled loyalty program.
Early Results A million registered users in the first two weeks
with messages on the package only. 10 million registered users after launching the
platform for 11 weeks.
60% + return visitors per day
http://www.icoke.cn
Value Creation: icoke.cn
Instant Messenger (IMvironments)• Driven by promotional media, sender-to-recipient
endorsement, or virtual word-of-mouth of the customized environment message• 864,090 users adopted the adidas theme
• 1,020,908 user initiated actions (emoticons, video plays, animated gifs)
Yahoo! MessengerCustom BackgroundIM window Wallpaper
AIMCustom BackgroundUser Initiated Videoadidas Logo Avatar
MSN MessengerCustom BackgroundUser Initiated Winksadidas Logo Avatar
Value Creation: adidas
Impossible Is Nothing Originals
Widget to seed 5 adidas Originals Films, exclusive merchandise, offers and films from Original talent
including Mark Gonzales and Theo ParrishOver 200,000 downloadsOver half a million Fans!
EA: Realising a Dream
Aligns with the brand promise: Music Key to Burnout Property
Participation and personalisation key to success: Partnered MySpace
EA Burnout Bandslam
Discover unsigned band in the US and Europe
Creating Reasons to Talk
action
conviction
comprehension
knowledge
awareness
Consumers able to ‘pull’ other consumers in at any point through the purchase funnel
Activating C2C Communications allows us to move from a traditional Linear to a Non-Linear Marketing Model with Multiple Entry Points
Traditional Model
Current Market Strategies
Will Niche Destroy Mass?The Cable vs Network Battle
The Social Media Market is Not a Zero-Sum GameBetween the Co-Existence of the Big Players and Niche Sites
The big global sites are, however, staking out clear territories moving forward
lighthouse image and facebook logo
image of kids at olympics and qq logo
What Next?Mobile will bring a whole new dimension to Social Networking
Shifting from daisy chained links to the deep networked connections we see online
Mobile Delivering Relevance and Context to Connections
Breaking the tether between consumer and place (computer)
The Whale
http://www.youtube.com/watch?v=RJYQNzJlqXE
This is Gene This is Laura
In Summary
Adding Relevant Value
Find where your target consumers are spending time, their passions and interests
Understand clearly what your brand uniquely offers to your consumer
Leverage this to add value to your consumer within their community of interest
Giving them utility and value relevant to their environment
and Social Currency they can share with their friends
Activating the Momentum Effect
Thank you
http://www.youtube.com/watch?v=nrlSkU0TFLs