Social media and the consumer opportunity @crudden Paul McCrudden

Local Social Summit @ Social Media Week: The Science of Social Media

February 2010

The evolution of social media, growth in mobile

and GPS, and individuals‟ maturing confidence in

their online identity are resulting in new

opportunities for consumers to challenge brands.

Brands need to start identifying how to respond

effectively.

Social media and the consumer opportunity

Brand experience agency

Digital-Physical experiences

Interactive installations

Online experiences

Social media campaigns

Imagination

Eyesponge

Aggregates our

team‟s social media

content

eyesponge.com

We absorb content

We release content

We need to make

sense of our social

media „give and take‟

Real-time

Long-tail

The social sponge

Content and identity

Facebook:

55 million updates per day

We share 3.5 billion pieces of content every week

Over 2.5 billion photos uploaded each month

“Thanks to easy-to-use interfaces and fine-

grained privacy controls, social networks

have been transformed into vast public

spaces where millions of people now feel

comfortable using their real identities online.” The Economist, January 2010

Recorded all the

time and money I

spent as a consumer

Invoiced companies

to pay me for the

time I spent with

them

#sixweeks

#sixweeks

Used Twitter and blog to challenge companies

#sixweeks

Pret A Manger‟s most

effective PR spend of 2009

First time some brands

involved in this space

#sixweeks

Feltron Report 2009

275,000 users

65% increase per month, Jan 2010 (30% Jun 09)

Game scenario against other consumers

Rewards

The power of your data

FourSquare office

Case study: Brand ambassadors

Awareness-raising

campaign to support

product launch

Local & social in 3

German cities

Created multi-channel

Love Ambassadors

551 Flickr photos, 4,774

YouTube views in two

weeks

Case study: Local space

Broadcast Twitter-style update to show environment; users

can also send updates into social media spaces

439 total comments posted in social media sites, with an

estimated total reach of 28,324 people

What friends are for

Never the same network

The new behaviour

How do you make your data work for you?

Value in your data

How do you make your data work for you?

Value in your data

Value in your data

How do you make your data work for you?

Blippy: Money talks

Find the value in your data

“To tell people - friends, acquaintances,

maybe even strangers - a little bit more

about you.” Philip Kaplan, Blippy co-founder on Blippy

I reckon:

You should tell companies more about

you.

Re-Tweets are posted most at Friday 4pm

Personalised social media analytics currently lack

meaning

Some data‟s out there

Aggregate

Aggregate your own social media content and

metrics:

Time

Location

Relationships

Key words

Unlock the value in your social media data & use

it to challenge companies

No site currently aggregates your social media

content effectively

Semantic web will help

@whoever this month has:

Checked in at Apostrophe 8 times

Bought a Superdry jacket

Mentioned me in 2 tweets

How can this relationship bring

near-future tangible value to me?

„Friends‟ as commodities

Deeper marketing segmentation

Cross-industry partnerships

Understand ROI on word of mouth

Measure the quality of influence -

am I more likely to go to

Apostrophe?

How should brands embrace this?

„Decision-making present‟

Compete for consumers‟

near-future attention

“I am doing this next”

Instant, automatic analysis

of real-time consumer data

Real-time and Future-time

Open, two-way real-time

communication for your attention

Location, time and relationship

specific

Multi-faceted rewards: price

discounts, (un)branded content

Cross-sector partnerships

Attention auction

Significant consumer opportunities exist

in the near-future, through unlocking the

power of social media content and the

science within it

What is your Return on Investment?

What is your Return on Attention?

As we continue to evolve with brands in

the social media space, this Return

won‟t just be financial

Your ROA

Thank you

@crudden

Local Social Summit @ Social Media Week: The Science of Social Media

February 2010

paul.mccrudden@imagination.com