The Challenge
                       of Social Media
                              Gianni Catalfamo
                      ...
What we’ll cover today


               • What are Social Media
               • Why you should care
               • Soci...
What are
                       Social Media?

Monday, May 25, 2009
WAVE 1: WEB 0.0



             The Eighties

             Information

             Share your knowledge




Monday, May ...
WAVE 2: WEB 1.0



             The Nineties

             Support

             Share your experience




Monday, May 25,...
WAVE 3: WEB 2.0



             Today

             Attention

             Share your life




Monday, May 25, 2009
Write a blog
                                                             Upload pictures


                       Interac...
Write a blog
                                                               Upload pictures
                             T...
Monday, May 25, 2009
BUT... IS IT JUST BLOGS?
          Blogging platforms                  Blogger, Typepad, Wordpress
             Microblogg...
Monday, May 25, 2009
PEOPLE ARE.




                             WHAT IS
                          THE INTERNET’
                       KILLER...
PEOPLE ARE.




                           PEOPLE ARE
                          THE INTERNET’
                       KILLE...
Source: Universal McCann, Social Media Tracker, wave 3


                                                   Blog WRITERS  ...
All adults
                                     22 14      Creators
               Gen Y
                                 ...
THE GEN-Y IMPACT ON
                            BUSINESSES



                  Recorded
                       Music


Mo...
change their behaviour as a result
                              of their online participation, and
                      ...
Why
                       should I care?

Monday, May 25, 2009
Who’d trust a blog?


Monday, May 25, 2009
Original article posted @4:38AM




Monday, May 25, 2009
Error 3 corrected @5:01AM




Monday, May 25, 2009
Error 1 corrected (2x) @5:22AM




Monday, May 25, 2009
Error 2 corrected @5:24AM




Monday, May 25, 2009
Nobody reads blogs!


Monday, May 25, 2009
Who is Mark
          Russinovich?
Monday, May 25, 2009
31/10/2005




Monday, May 25, 2009
16/11/2005




Monday, May 25, 2009
Brands are love stories
               Connecting people
               Just do it
               I’m lovin’ it
          ...
Monday, May 25, 2009
Broken !
Monday, May 25, 2009
What is the future of
           Marketing & Advertising
                       ...as we used to know it ?
Monday, May 25,...
There isn’t any !
                                     Image credit: Simon Law, Montréal, Canada
Monday, May 25, 2009
Social Media
              in the Marketing Mix


Monday, May 25, 2009
A traditional campaign


      Feedback
                              WE        THEM
      Campaign


Monday, May 25, 2009
A Social Media campaign

         Insight

                              WE        THEM
      Campaign


Monday, May 25, 2...
WHO are we targeting?
                       WHAT are their interests?
                       WHERE can we find them?
    ...
CLEARLY     WHO are we targeting?
                         WHAT are their interests?
              DEFINED    WHERE can we...
DEVELOP
                           WHO are we targeting?

                A GOOD    WHAT are their interests?
            ...
MAP &
                          WHO are we targeting?
               MONITOR   WHAT are their interests?
                 ...
WHO are we targeting?

              HAVE WE    WHAT are their interests?


              GOT ONE?
                       ...
THEIR     WHO are we targeting?

             SANDBOX,   WHAT are their interests?


               THEIR
                ...
Examples

Monday, May 25, 2009
Q WEBSITE
           STAKEHOLDERS
                       :
                       MY

                            DOES NOT...
INFRASTRUCTURE
                              CONTENT
                          PROMOTIONAL
                             ST...
CAMPAIGN
                        STARTS

        Supradyn

Multicentrum




Monday, May 25, 2009
Q MAY I
                         :      TURN THEM
                                            INTO
                       ...
WHO TALKS WHERE
                       LEADERS!
             TAILOR-MADE

Monday, May 25, 2009
Monday, May 25, 2009
Q WHAT
                         :
                                 IS
                                      THE

         ...
PROFILES & VALUES
           OPTIMAL POSITIONING
                ONLINE AND OFFLINE

Monday, May 25, 2009
Monday, May 25, 2009
Conclusions
                       & Resources

Monday, May 25, 2009
Lesson 1




Monday, May 25, 2009
Lesson 2




                   +++
                 How easy ! it to...




                                       ?
Mond...
Lesson 2




                   +
                 How easy ! it to...




                              !
               ...
Conclusions
     • Your stakeholders have changed, and now claim an
       active role in their relationship to your brand...
Further reading
        •    Social Media Tracker, wave 3 (Universal McCann)
                    http://www.universalmccan...
Further reading - cont.
        •    Linked (Albert-Laszlo Barabasi)
                   Plume Publishing, 2003

        • ...
The Challenge
                       of Social Media
                       Question Time !


Monday, May 25, 2009
Upcoming SlideShare
Loading in …5
×

The Challenge of Social Media

3,649 views

Published on

Gianni's presentation on the Challenge of Social Media

Published in: Technology, Education

The Challenge of Social Media

  1. The Challenge of Social Media Gianni Catalfamo European Director, Social Media Monday, May 25, 2009
  2. What we’ll cover today • What are Social Media • Why you should care • Social Media in the Marketing Mix • Conclusions & discussion Monday, May 25, 2009
  3. What are Social Media? Monday, May 25, 2009
  4. WAVE 1: WEB 0.0 The Eighties Information Share your knowledge Monday, May 25, 2009
  5. WAVE 2: WEB 1.0 The Nineties Support Share your experience Monday, May 25, 2009
  6. WAVE 3: WEB 2.0 Today Attention Share your life Monday, May 25, 2009
  7. Write a blog Upload pictures Interacting Creating Annotating Evaluate and share content on digg, del.icio.us Monday, May 25, 2009
  8. Write a blog Upload pictures Twitter YouTube discuss on Newsgroups, Forums, Social Media Mailing lists LinkedIn Facebook MySpace Evaluate and share content on digg, del.icio.us Monday, May 25, 2009
  9. Monday, May 25, 2009
  10. BUT... IS IT JUST BLOGS? Blogging platforms Blogger, Typepad, Wordpress Microblogging Jaiku, Twitter, beemood Bulletin boards Usenet Support forum Any website Shared knowledge Wikipedia, Yahoo’s “Ask a question”, LinkedIn’s “Answers” Reputation systems eBay, Amazon, Craigslist Video platforms Google Video,YouTube, Metacafe, Joost Photosharing Flickr, Picasa, Zoomr, Photobucket, ImageShack Business networks Xing, LinkedIn Social networks Facebook, Orkut, Friendster, MySpace, MSN Spaces Virtual realities Second Life, Habbo, NeoPets MMO(RP)Gs WoW, D&D Online, The Sims Online Semantic web (web 3.0) Del.icio.us, Digg Monday, May 25, 2009
  11. Monday, May 25, 2009
  12. PEOPLE ARE. WHAT IS THE INTERNET’ KILLER APPLICATION ? Monday, May 25, 2009
  13. PEOPLE ARE. PEOPLE ARE THE INTERNET’ KILLER APPLICATION ! Monday, May 25, 2009
  14. Source: Universal McCann, Social Media Tracker, wave 3 Blog WRITERS 100% 100% mar 2008 sep 2006 jun 2007 80% 80% 60% 60% 40% 40% 20% 20% US US UK UK GER GER 0%0% FRA FRA ITA ITA CHN CHN Monday, May 25, 2009
  15. All adults 22 14 Creators Gen Y 28 16 Critics 24 11 Collectors 54 22 Joiners 64 43 Spectators 23 49 Source: Forrester research, sep 08 Inactives Monday, May 25, 2009
  16. THE GEN-Y IMPACT ON BUSINESSES Recorded Music Monday, May 25, 2009
  17. change their behaviour as a result of their online participation, and report an improved sense of well- being and a better understanding of their condition(s) 39% Source: Pew Internet & American Life Project (2007) 80% of patients use online support groups to discuss medications and treatments with other patients Monday, May 25, 2009
  18. Why should I care? Monday, May 25, 2009
  19. Who’d trust a blog? Monday, May 25, 2009
  20. Original article posted @4:38AM Monday, May 25, 2009
  21. Error 3 corrected @5:01AM Monday, May 25, 2009
  22. Error 1 corrected (2x) @5:22AM Monday, May 25, 2009
  23. Error 2 corrected @5:24AM Monday, May 25, 2009
  24. Nobody reads blogs! Monday, May 25, 2009
  25. Who is Mark Russinovich? Monday, May 25, 2009
  26. 31/10/2005 Monday, May 25, 2009
  27. 16/11/2005 Monday, May 25, 2009
  28. Brands are love stories Connecting people Just do it I’m lovin’ it Enjoy! One like no-one Magic Monday, May 25, 2009
  29. Monday, May 25, 2009
  30. Broken ! Monday, May 25, 2009
  31. What is the future of Marketing & Advertising ...as we used to know it ? Monday, May 25, 2009
  32. There isn’t any ! Image credit: Simon Law, Montréal, Canada Monday, May 25, 2009
  33. Social Media in the Marketing Mix Monday, May 25, 2009
  34. A traditional campaign Feedback WE THEM Campaign Monday, May 25, 2009
  35. A Social Media campaign Insight WE THEM Campaign Monday, May 25, 2009
  36. WHO are we targeting? WHAT are their interests? WHERE can we find them? WHAT is our contribution? HOW do we engage them? Monday, May 25, 2009
  37. CLEARLY WHO are we targeting? WHAT are their interests? DEFINED WHERE can we find them? PROFILES WHAT is our contribution? HOW do we engage them? Monday, May 25, 2009
  38. DEVELOP WHO are we targeting? A GOOD WHAT are their interests? WHERE can we find them? SEARCH WHAT is our contribution? SEED HOW do we engage them? Monday, May 25, 2009
  39. MAP & WHO are we targeting? MONITOR WHAT are their interests? WHERE can we find them? COMMU WHAT is our contribution? HOW do we engage them? NITIES Monday, May 25, 2009
  40. WHO are we targeting? HAVE WE WHAT are their interests? GOT ONE? WHERE can we find them? WHAT is our contribution? HOW do we engage them? Monday, May 25, 2009
  41. THEIR WHO are we targeting? SANDBOX, WHAT are their interests? THEIR WHERE can we find them? WHAT is our contribution? RULES HOW do we engage them? Monday, May 25, 2009
  42. Examples Monday, May 25, 2009
  43. Q WEBSITE STAKEHOLDERS : MY DOES NOT APPEAL TO THE NEWEST CROP OF Monday, May 25, 2009
  44. INFRASTRUCTURE CONTENT PROMOTIONAL STRATEGY Monday, May 25, 2009
  45. CAMPAIGN STARTS Supradyn Multicentrum Monday, May 25, 2009
  46. Q MAY I : TURN THEM INTO HOW ADVOCATES ? Monday, May 25, 2009
  47. WHO TALKS WHERE LEADERS! TAILOR-MADE Monday, May 25, 2009
  48. Monday, May 25, 2009
  49. Q WHAT : IS THE PERFECT POSITIONING P MY NEW Monday, May 25, 2009 PRODUCT FOR ?
  50. PROFILES & VALUES OPTIMAL POSITIONING ONLINE AND OFFLINE Monday, May 25, 2009
  51. Monday, May 25, 2009
  52. Conclusions & Resources Monday, May 25, 2009
  53. Lesson 1 Monday, May 25, 2009
  54. Lesson 2 +++ How easy ! it to... ? Monday, May 25, 2009
  55. Lesson 2 + How easy ! it to... ! STOP IT GOING KSTART A CONVERSATION EEP IT Monday, May 25, 2009
  56. Conclusions • Your stakeholders have changed, and now claim an active role in their relationship to your brand. • It is essential to understand the new stakeholder before deciding if / how to engage. • A considerable body of experience now exists, and can easily be tapped. • Today, not tomorrow. Monday, May 25, 2009
  57. Further reading • Social Media Tracker, wave 3 (Universal McCann) http://www.universalmccann.com/Assets/UM %20Wave%203%20Final_20080505110444.pdf • What the Hell is Web 2.0 (Tim O’Reilly) http://www.oreillynet.com/pub/a/oreilly/tim/news/ 2005/09/30/what-is-web-20.html • Son of GeekTalk (Gianni’s blog) http://sonofgeektalk.wordpress.com • ACME Media Room (ACME Cars media room) http://acmepress.blogspot.com Monday, May 25, 2009
  58. Further reading - cont. • Linked (Albert-Laszlo Barabasi) Plume Publishing, 2003 • We, the Media (Dan Gillmor) O’Reilly Publishing, 2004 • The Huffington Post complete guide to blogging (various) Simon & Schuster, 2008 • Social Media guides: RSS & Mediarooms Pleon, 2008 Monday, May 25, 2009
  59. The Challenge of Social Media Question Time ! Monday, May 25, 2009

×