Social Networking - IAB workshop
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Social Networks
IAB WorkshopJune 2008
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About Me
David Hachez
www.theafter.be/
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Today
• Social Networks• Xbox Case• Attentio
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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
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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
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The Break Up – part 1
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TIME & SPACE
24/7 - WW
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NETWORKS
One to all & P2P
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ENCODING
∞
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CONTRIBUTE
Review, Rate & Publish
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SEARCH
Find & Retrieve
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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
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Youcracy
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David Armano
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IsolationScott Otte
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CommunicationScott Otte
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CollaborationScott Otte
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Communication Information Entertainment
Surfing Transactions Creation
Surf is over, Life took over
38% 22% 17%
8% 7% 5%
Caroline Vogt – Microsoft Research
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What’s in it for the marketer?
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Why does it matter?
Credibility of People’s opinion
2 %
98 %
Emarketer.com
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Social is the new currency
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Top 20 Websites on 25-44 Belgian
Comscore
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Meeting people
Google Trends
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Finding a Job
Google Trends
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Entertainment
Google Trends
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Getting informed
Google Trends
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How can I fit in that picture?
As a marketer
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Evolution
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“In the struggle for survival,the fittest win out at the expense of their rivalsbecause they succeed inadapting themselves bestto their environment.”
Charles Darwin
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David Armano
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David Armano
Context
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David Armano
Behavior
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Youcracy
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Share of conversations
is the new (battle) challenge
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Cases
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Offense: Dove
Product
Experience
Value
Source: Forrester
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Offense: Dove
Product
Experience
SharedExperience
SocialMarketing
Value
CostsProduct, Place,Price, R&D,Production
Promotion,Branding,Loyalty
Source: Forrester
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Offense: Dove
SocialMarketing
Value
CostsProduct, Place,Price, R&D,Production
Promotion,Branding,Loyalty
Product
Experience
SharedExperience
Loss
Profit
Source: Forrester
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Offense: Dove
SocialMarketing
Value
Costs
Loss
Profit
Product, Place,Price, R&D,Production
Promotion,Branding,Loyalty
Product
Experience
SharedExperience
Source: Forrester
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Offense: Dove
SocialMarketing
Value
Costs
Loss
Profit
Product, Place,Price, R&D,Production
Promotion,Branding,Loyalty
Peers
Product
Experience
SharedExperience
Source: Forrester
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Offense: Dove
SocialMarketing
Value
Costs
Loss
Profit
Product, Place,Price, R&D,Production
Promotion,Branding,Loyalty
Peers
WOM
Product
Experience
SharedExperience
Source: Forrester
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Offense: Dove
SocialMarketing
Value
Costs
Loss
Profit
Product, Place,Price, R&D,Production
Promotion,Branding,Loyalty
Peers
WOM
Co-creationProduct
Experience
SharedExperience
Source: Forrester
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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
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47%
25%
Defense
SocialMarketing
Value
Costs
Loss
Profit
Product, Place,Price, R&D,Production
Promotion,Branding,Loyalty
Flog
Product
Experience
SharedExperience
Source: Forrester
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Flog
47%
Serviceerror
Defense
SocialMarketing
Value
Costs
Loss
Profit
Product, Place,Price, R&D,Production
Promotion,Branding,Loyalty
Product
Experience
SharedExperience
Source: Forrester
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Consumerreview
Defense
SocialMarketing
Value
Costs
Loss
Profit
Product, Place,Price, R&D,Production
Promotion,Branding,Loyalty
Product
Experience
SharedExperience
Serviceerror
Flog
Source: Forrester
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Defense
POST
People
Objectives
Strategy
Technology
Isolated
Low cost
Product
Monitor,Respond
Offense
Networking
High value
Story
Network,Enabling
Source: Forrester
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Xbox Case
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Social Networks
experiences
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My Network(s)
www.facebook.com
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Banking together
www.zopa.com
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Uber Social
www.ubervu.com
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Working together
www.acrobat.com
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Working together
www.zoho.com
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Knowledge sharing
www.slideshare.net
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Collective knowledge
www.wikipedia.org
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Collective search
www.mahalo.com
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Collective life
www.dipity.com
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Instant audience
www.twitter.com
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Broadcast now
www.ustream.tv
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SOCIAL IN THE GENESSOCIAL IN THE GENES
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The Break Up part 2
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Future
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Web 3.0
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"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
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Sources / Inspiration• David Armano –
Logic+Emotion• Mark Taylor –
Wunderman• Caroline Vogt – Microsoft• Scott Otte – Wrangler• Japp Favier – Forrester• Youcracy – GoViral• Joseph Jaffe• The web…