“How can we face Facebook?”


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Conversations about web 2.0 and social networking
PWA meeting - Rome, 18 March 2009

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“How can we face Facebook?”

  1. 1. “How can we face Facebook?” Conversations about web 2.0 and social networking PWA meeting - Rome, 18 March 2009 Federica Garbolino www.coreconsulting.it
  2. 2. AGENDA What is Web 2.0? An overview Youtube and queen Rania Around Slideshare Face-book, social network and W.O.M. Second life Some implications and opportunities for marketing 2.0 Future trends 1
  3. 3. THE STARTING POINT… “Person of the year” “Person of the year” TIME - 2006 TIME - 1982 Key words to say “web 2.0”: My internet; UGC (User Generated Content); P2P (Peer to Peer) collaboration 2
  4. 4. 1999: CLUETRAIN MANIFESTO Let the people do what they do better: talk “MARKETS ARE CONVERSATIONS” Customers are pro-sumers and “consum-attore” and give more and more credibility to information coming from untraditional sources and media The roll out of Fiat The DUCATI LEGO Mindstorm: KRIPTONITE and FLUEVOG: the 500 through President blogging the bug-fixing most rated shoe is Community of conversations produced product building http://blog.ducati.com/ http://www.bikeforums.net /video/ www.fluevog.com http://www.fiat500.com http://mindstorms.lego.com 3
  5. 5. 2004: TIM O’REILLY Over 1 million applications Web 2.0 is a social phenomena. It’s not an evolution of the web but a change of paradigm New York, Sept 2008 The power of people and new values: trust, credibility, simplicity, sharing, reputation 4
  6. 6. WEB 2.0: EMBLEMS & NUMBERS 60 million login per day; 6 million items The free encyclopaedia 30 millions of users (Dec 2008) Business networking 170 millions of video viewed per day Social broadcasting 175 millions of users Social networking 16 millions of users MUVE – Second Life • 133 mln of blog (Sept 2008) Storytelling • 120.000 new blogs a day 5
  7. 7. YOU TUBE AND QUEEN RANIA http://www.youtube.com/watch?v=zAmJl UdjSKk&feature=channel http://www.youtube.com/watch?v= JPcw3fLeBHM&feature=channel 6
  8. 8. USER GENERATED & SHARED CONTENT Photo-sharing Collaborative filmmaking sharing Slide Social advertising 7
  9. 9. SLIDESHARE http://www.slideshare.net/guest190b7a/meet-the-most-influential-women-in-web-20-presentation 8
  10. 10. FACEBOOK, SOCIAL NETWORK AND W.O.M. “Word Of Mouth” (WOM) mechanisms spread online a message “like a virus” According to Paul Marsden from the marketing company ClickAdsor.com, today word of mouth impacts 50% of consumer decisions in respect to 30 years ago Online, the consumer opinion influences the reputation of a product and service, and therefore, other consumer choices as well Companies do not simply make advertising on social networks but exploit the dynamics and the viral aspects of the social networks to promote a brand, an event, a product Mark Zuckerberg 9
  11. 11. SECOND LIFE It’s a MUVE (Multi-Users Virtual Environment) in 3D, powered by Linden Lab It’s a conversational marketplace Users interact with each other and “live” through their avatar, move by teletransporting, chat and meet in the different lands of SL. Video del progetto ARGON (community in Second Life) http://www.youtube.com/watch?v=-K60kAcapoc&eurl=http%3A%2F%2F 10
  12. 12. MARKETING 2.0 New profiles emerge (i.e. reloaded/multichannel consumers are over 5,5 million people) and new consumers’ targets (i.e. digital natives) The market is saturated with information In 2008 Italian companies that invested in internet advertising grew by 11%, Mobile advertising grew by 19% Key words for success: – Experience and participation against message exposure; – Fun and enjoying; – Listening, dialogue, involvement, co-design against broadcasting advertising; – Integrated and pervasive multichannel strategy; – Trust and transparency; – Community of passions/tribe – Life-style data-catching; personalization of messages – New advertising media mix. THE MARKETING STRATEGY MUST RETHINK THE WAY TO COMMUNICATE AND MANAGE THE CUSTOMER RELATIONSHIP 11
  13. 13. SOME OPPORTUNITIES TO RE-NEW MARKETING CHANNELS SOCIAL MEDIA MARKETING GUERRILLA MARKETING Building a presence in online social Stickering – Environmental network (Facebook, MySpace, installations– On the road theaters– YouTube, Twitter…) Flash Mobs – Cross-media games AMBIENT VIRAL/BUZZ MARKETING MARKETING Unconventional Dressing the space/ Teaser, viral game, WOM, urban furnishing endorsement Marketing USER-GENERATED MARKETING PROXIMITY MARKETING Involve customers in the Spread contents and services CONVERSATIONAL creation of the message or in close relation to a MARKETING product design geographic location. Physical (crowdsourcing) Blog, communities, rating, tagging, semacode. social tagging 12
  14. 14. THE SCENARIO THAT AWAITS US social networking UNPREDICTABLE UBIQUITOUS mobile VIRAL interactions SIMPLE WEB 3.0 internet of where/of things 13
  15. 15. THE MACHINE IS US/ING US http://www.youtube.com/watch?v=NLlGopyXT_g FROM 3.17 14
  16. 16. THANKS FOR YOUR ATTENTION LET’S OPEN THE DEBATE! To continue the conversation on the web – federica.garbolino@iks.coreconsulting.it 15