The document discusses the challenges of social media for businesses. It covers the evolution of the internet from Web 0.0 to today's Web 2.0, which allows people to share their lives. Social media includes various platforms like blogs, microblogs, forums, wikis, video/photo sharing sites, social networks, and virtual worlds. The key is that people are the internet's "killer application". Businesses must understand how social media users have changed and engage them as active stakeholders in brands. The presentation provides lessons on how to start a conversation and keep it going on 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
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
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
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?
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54. Lesson 2
+++
How easy ! it to...
?
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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