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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
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
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
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
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

  • 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
  • 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
  • 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
  • 25. Who is Mark Russinovich? 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
  • 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
  • 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
  • 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
  • 52. Conclusions & Resources 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