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Limitations of Social Media - Syntra Edition

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  • 1. The Limitations of SOCIAL MEDIA Syntra Edition
  • 2. The Advertising Anachronism
  • 3. The Advertising Anachronism Hope @ School
  • 4. The Advertising Anachronism Hope @ School Jobs & Social Media
  • 5. The Advertising Anachronism Hope @ School Jobs & Social Media The Limitations of Social Media
  • 6. The Advertising Anachronism Hope @ School Jobs & Social Media The Limitations of Social Media TakeAway Tweets
  • 7. 01. THE ADVERTISING ANACHRONISM
  • 8. “Once in front of a screen, be it on a desktop, laptop, or increasingly a handheld device, we ‘log in’ – not into a system, but into a community.”
  • 9. “Once in front of a screen, be it on a desktop, laptop, or increasingly a handheld device, we ‘log in’ – not into a system, but into a community.”
  • 10. 02. HOPE @ SCHOOL
  • 11. Advertising has already changed into something else. Digital / Interactive Education, Sweden Programs and Courses 2009 Education in Interactive Design, Communication and Digital Business Management, Sweden Education in Interactive Design, Communication and Digital Business Management, Sweden “Hyper Island is yet another Swedish success story... ‘the interactive equivalent of Oxbridge‘” Kunal Dutta, Campaign “There is something that Hyper Island puts in its water. God knows what it is, but its graduates tend to have a fantastic attitude and are able to hit the ground running” Derek Robson, manag- ing partner, Goodby, Silverstein & Partners, San Francisco ”Our industry desperately needs more schools that specialize in creating and developing digital talent at the level and capacity of Hyper Island” Winston Binch, VP/Group Executive Producer, Crispin Porter + Bogusky, Boulder “Hyper Island has a solid understanding of the industry, a never-ending desire to improve and to develop great skills with people. I am amazed how the students grow through the education and when they end up at some of the best communication agencies in the world, they actually deliver” Mattias Nyström, Great Works, Stockholm
  • 12. Howest, Kortrijk.
  • 13. 03. JOBS & SOCIAL MEDIA
  • 14. 04. THE LIMITATIONS OF SOCIAL MEDIA
  • 15. SOCIAL MEDIA IS NOTHING BUT A TOOL
  • 16. Social Media Marketing check
  • 17. Social Media Marketing check 38 fans 1 like 8 followers 0 retweets 182 visits no comments 78 views no ratings
  • 18. Learn Plan Create Govern
  • 19. 4 Possibilities stay away? really? think twice, and fail fast find something to talk about talk about your product as in ‘have a dialogue’ Screwed-no-matter-what What-to-talk-about Superior user-gooda-lot-to-talk-about
  • 20. THE VALUE OF FANS IS DEBATABLE
  • 21. Fans & followers are the people formerly known as a
  • 22. To a brand’s status updates is the new “Time for a beer (or pee)” moment.
  • 23. How many of your followers are actually “following” what you share?
  • 24. How many of your followers are actually “following” what you share?
  • 25. a d v o c a t evs.
  • 26. 233,906 friends sacrificed 375,801 fans 1,565 followers 1,636 stories shared 430,922 fans 10,108 followers people who take opinions of customers of this brand seriously people who believe the brand is honest and sincere in its product explanations 24% 46% 31% 62% Gimmicks marginalize trust !
  • 27. WOM IS NOT A CURE-ALL
  • 28. The theory of influence passive influencer active influencer ? ! ... ! = reputation = presence
  • 29. The theory of influence passive influencer active influencer ? ! ... ! via social media
  • 30. Meet “my possible future bike”
  • 31. Meet “my possible future bike”
  • 32. Whether I’ll buy it largely depends on the bike’s “WOM equity” “Word-of-mouth equity” is an index of a brand’s power to generate messages that influence a consumer’s decision to purchase. From “A new way to measure word-of-mouth marketing”, McKinsey
  • 33. How to measure WOM equity? volume impactx = WOM equity close/trusted large/dispersed relevant irrelevant influential not influential experience hearsay sender source network content
  • 34. In the case of “my possible future bike” volume impactx = WOM equity close/trusted large/dispersed relevant irrelevant influential not influential experience hearsay sender source network content
  • 35. How can a brand impact its WOM equity score? the event, site, game or contest that hopefully generates WOM real experiences generate the most successful WOM the pass-on effects of a “cool” campaign can generate WOM Generate Intentional WOM Focus on Experiential WOMStimulate Consequential WOM
  • 36. WOM IS NEVER BETTER THAN YOUR PRODUCT
  • 37. Volvo’s C30 really is a “green” car. so is this Fiat
  • 38. From “A new way to measure word-of-mouth marketing”, McKinsey To turn customers into an effective marketing vehicle, companies need to outperform on product and service attributes that have intrinsic WOM potential. It’s about your product, stupid! perfect
  • 39. How to give your customers a better experience? the same categories apply
  • 40. What-to-talk-about
  • 41. SOCIAL MEDIA AREANYTHING BUT FREE
  • 42. 3 Ways of Investing in Social Media Investment in Culture Investment in DataInvestment in Good Ideas
  • 43. “My mom has zero buzz, but when she says something, I listen”. Tony Hsieh, CEO Zappos.
  • 44. Albion’s Oven, 2-4 Boundary Street, Shoreditch,London
  • 45. Craig W. ✓Mayor of Berkeley Station ✓Loves to travel,has the jetsetter badge, as well as the gym rat badge
  • 46. 14% rode BART more because of their interaction with 4sq BART has simply given its customers a better experience. 43% had recommended a destination near BART 38% were having “more fun” 23% earned frequent rider badge 19% rode BART because of a 4sq recommendation 17% connected with friends
  • 47. 05. TAKEAWAY-TWEETS
  • 48. @AdNerds AdNerds Experiential WOM beats Consequential WOM! http://bit.ly/a8KUvV #FollowFridays
  • 49. @AdNerds AdNerds Experiential WOM beats Consequential WOM! http://bit.ly/a8KUvV #FollowFridays @AdNerds AdNerds Branding today is a whole different game: you need to make sure you’re backing it up in the market place http://bit.ly/bFPxkR #FollowFridays
  • 50. @AdNerds AdNerds Experiential WOM beats Consequential WOM! http://bit.ly/a8KUvV #FollowFridays @AdNerds AdNerds Branding today is a whole different game: you need to make sure you’re backing it up in the market place http://bit.ly/bFPxkR #FollowFridays @AdNerds AdNerds You have to overdeliver in order to generate WOM! http://bit.ly/a8KUvV #FollowFridays
  • 51. @AdNerds AdNerds Experiential WOM beats Consequential WOM! http://bit.ly/a8KUvV #FollowFridays @AdNerds AdNerds Branding today is a whole different game: you need to make sure you’re backing it up in the market place http://bit.ly/bFPxkR #FollowFridays @AdNerds AdNerds You have to overdeliver in order to generate WOM! http://bit.ly/a8KUvV #FollowFridays @AdNerds AdNerds See your company as an information-based service. Get to know your customers, offer a better experience http://amzn.to/bXSLix #FollowFridays
  • 52. @AdNerds AdNerds Experiential WOM beats Consequential WOM! http://bit.ly/a8KUvV #FollowFridays @AdNerds AdNerds Branding today is a whole different game: you need to make sure you’re backing it up in the market place http://bit.ly/bFPxkR #FollowFridays @AdNerds AdNerds You have to overdeliver in order to generate WOM! http://bit.ly/a8KUvV #FollowFridays @AdNerds AdNerds See your company as an information-based service. Get to know your customers, offer a better experience http://amzn.to/bXSLix #FollowFridays @AdNerds AdNerds If you think apps are not suited for your company, you’re suffering from theory-induced blindness http://amzn.to/923R0L #FollowFridays
  • 53. http://www.adnerds.be

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