1. Interact BarcelonaFrederic JosephChief Digital Officer WW
8th June 2011

2. Agenda
Paid Owned Earned
How to make sense of all the noise
Opportunities
Paradigm shift
3. Digital life cycle
Social
Tracking
Search
+?
+
+
1995/2000
2000/2005
2005/2011
4. Owned
Earned
Paid
Microsite
Paid jumpstarts owned, Owned sustains earned, Earned drives cost down and effectiveness up
5. How to make sense of all the noise?
6. Search Engines are a Database Of Intentions
This information represents, in aggregate form, a place holder for the intentions of humankind - a massive database of desires, needs, wants, and likes
7. Listening to the conversation
designed cleverly enough, market research surveys will answer any question you can think up. But they cant tell you what you never thought to ask.And what you never thought to ask might be the most important question for your business.
Groundswell, Charlene Li and Josh Bernoff
8. Some watch outs for listening interpretation
There are an estimated 1,000 new words added to the Urban Dictionary daily.
Google reports that 20% of searches in a particular month have never been searched before.
Converseon, Listening 2.0 white paper
9. Some watch outs for listening interpretation
There are an estimated 1,000 new words added to the Urban Dictionary daily.
Google reports that 20% of searches in a particular month have never been searched before.
Converseon, Listening 2.0 white paper
Poppin bottles in the ice, like a blizzardWhen we drink we do it right gettinslizzardSippinsizzurp in my ride, like Three 6Now Im feelin so fly like a G6
10. Some watch outs for listening interpretation
There are an estimated 1,000 new words added to the Urban Dictionary daily.
Google reports that 20% of searches in a particular month have never been searched before.
Converseon, Listening 2.0 white paper
Poppin bottles in the ice, like a blizzardWhen we drink we do it right gettinslizzardSippinsizzurp in my ride, like Three 6Now Im feelin so fly like a G6
Great stereo, terrible engine
Is this:
Negative sentiment?
Positive sentiment?
Neutral sentiment?
Mixed sentiment?
1 piece of positive sentiment, 1 piece of negative sentiment?
11. Some watch outs for listening interpretation
There are an estimated 1,000 new words added to the Urban Dictionary daily.
Google reports that 20% of searches in a particular month have never been searched before.
Converseon, Listening 2.0 white paper
Poppin bottles in the ice, like a blizzardWhen we drink we do it right gettinslizzardSippinsizzurp in my ride, like Three 6Now Im feelin so fly like a G6
Great stereo, terrible engine
Is this:
Negative sentiment?
Positive sentiment?
Neutral sentiment?
Mixed sentiment?
1 piece of positive sentiment, 1 piece of negative sentiment?
12. But, when you do it right....
Opportunities!
Strategic insight
Product
development
Customer service
/ advocacy
Measurement
13. But, when you do it right....
Strategic insight
Product
development
Customer service
/ advocacy
Measurement
14. Tie in with trends JK Wedding & T-Mobile
http://youtu.be/Kav0FEhtLug
JK Wedding 2009 (65m views) vs T-Mobile 2011 (20m+ views)
15. JK Wedding /T-Mobile video
16. Tie in with conversations Ashley Kerekeson Twitter
17. Strategic insight
Product
development
Customer service
/ advocacy
Measurement
18. Tune into social networks to fuel product evolution
19. Strategic insight
Product
development
Customer service
/ advocacy
Measurement
20. Listening and Responding drives Net Promoter score
Source: RightNow Retail Consumer Report
21. First Direct use the conversation as a sales tool
http://www.live.firstdirect.com/
22. Strategic insight
Product
development
Customer service
/ advocacy
Measurement
23. Its not just about numbers...Its about engagement levels
24. 25. Paradigm shift
Not anymore about
Opportunity to See
Its now about
Opportunity to Share
26. Kraft / Real Women of Philadelphia
27. Kraft / Real Women of Philadelphia
28. Thank You!