The Challenge of Social Media

The Challenge of Social Media Gianni Catalfamo European Director, Social Media Monday, May 25, 2009

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

What are Social Media? Monday, May 25, 2009

WAVE 1: WEB 0.0 The Eighties Information Share your knowledge Monday, May 25, 2009

WAVE 2: WEB 1.0 The Nineties Support Share your experience Monday, May 25, 2009

WAVE 3: WEB 2.0 Today Attention Share your life Monday, May 25, 2009

Write a blog Upload pictures Interacting Creating Annotating Evaluate and share content on digg, del.icio.us Monday, May 25, 2009

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

Monday, May 25, 2009

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

PEOPLE ARE. WHAT IS THE INTERNET’ KILLER APPLICATION ? Monday, May 25, 2009

PEOPLE ARE. PEOPLE ARE THE INTERNET’ KILLER APPLICATION ! Monday, May 25, 2009

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

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

THE GEN-Y IMPACT ON BUSINESSES Recorded Music Monday, May 25, 2009

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

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 Enjoy! One like no-one Magic 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, 2009

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, 2009

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

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

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

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

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

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

Examples Monday, May 25, 2009

Q WEBSITE STAKEHOLDERS : MY DOES NOT APPEAL TO THE NEWEST CROP OF Monday, May 25, 2009

INFRASTRUCTURE CONTENT PROMOTIONAL STRATEGY Monday, May 25, 2009

CAMPAIGN STARTS Supradyn Multicentrum Monday, May 25, 2009

Q MAY I : TURN THEM INTO HOW ADVOCATES ? Monday, May 25, 2009

WHO TALKS WHERE LEADERS! TAILOR-MADE Monday, May 25, 2009

Q WHAT : IS THE PERFECT POSITIONING P MY NEW Monday, May 25, 2009 PRODUCT FOR ?

PROFILES & VALUES OPTIMAL POSITIONING ONLINE AND OFFLINE Monday, May 25, 2009

Conclusions & Resources Monday, May 25, 2009

Lesson 1 Monday, May 25, 2009

Lesson 2 +++ How easy ! it to... ? Monday, May 25, 2009

Lesson 2 + How easy ! it to... ! STOP IT GOING KSTART A CONVERSATION EEP IT Monday, May 25, 2009

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

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

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

The Challenge of Social Media Question Time ! Monday, May 25, 2009

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The Challenge of Social Media

by Gianni Catalfamo on May 25, 2009

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The Challenge of Social Media — Presentation Transcript