BSI Web Marketing 2.0

Marketing 2.0 Conference, Paris 2008
Join the conversation
MARKETING 2.0 CONFERENCE
      www.marketing2conference.com
Web marketing 2.0
     May 2008




                    Marketing 2.0, May 2008
Agenda

• Who we are
• Trends
• Challenge
• Opportunities
• Guidelines




                           Blogging & Social Me...
Six Apart
• Founded in 2001 by
  Ben and Mena Trott

• HQ in San Francisco,
  170 employees in the
  U.S., Japan, and EU

...
Six Apart properties




       ≈400 M p.v.

               Blogging & Social Media, March 2008
MARKET TRENDS




                Marketing 2.0, May 2008
Social technology adoption
                                                                                    24%
       ...
Ad growth




Source: Morgan Stanley

                                     Blogging & Social Media, March 2008
eCommerce growth




Source: Morgan Stanley

                              Blogging & Social Media, March 2008
TRENDS IN SOCIAL MEDIA
      Evolution & revolution




                               Marketing 2.0, May 2008
Evolution of online publishing




                    Blogging & Social Media, March 2008
Evolution of social media




                  Blogging & Social Media, March 2008
Fragmenting social platforms




                   Blogging & Social Media, March 2008
Hoping for a better future




          = connections
                      Blogging & Social Media, March 2008
People are talking, sharing, friending


                  • Powerful publishing tools
                  • Your life refle...
Talking about gadgets


                                            “I could get an iPod touch as a reward for my
        ...
…but not only!


We're written a great deal on this blog about
Dove Evolution, one of the most celebrated
examples of Cons...
MARKETERS 2.0
  A challenging world




                        Marketing 2.0, May 2008
Power to the people




                         Creators of social media begin to enjoy
                  increased visib...
Catching eyeballs and minds?




                    Blogging & Social Media, March 2008
Growing # of properties and ad networks




                           Blogging & Social Media, March 2008
LAND OF OPPORTUNITIES




                  Marketing 2.0, May 2008
Distributed e-commerce




                Blogging & Social Media, March 2008
Distributed e-commerce




                Blogging & Social Media, March 2008
Join the conversation




                Blogging & Social Media, March 2008
Advertising? No way!




               Blogging & Social Media, March 2008
Advertising? Reconsidering?




                   Blogging & Social Media, March 2008
Advertising? Reconsidering?




                   Blogging & Social Media, March 2008
Advertising? Reconsidering?
 ‘Editor’s picks’ of what’s going on around the Six Apart Network.
Bring awareness to your com...
Advertising? Reconsidering?




                   Blogging & Social Media, March 2008
Advertising? Reconsidering?
  CONTEXTUAL         DEMOGRAPHIC &           BEHAVIOR AND
CONTENT CHANNEL      PSYCHOGRAPHIC  ...
Community interaction
  Your Brand                                                 Your Influencer
                       ...
Community interaction
Client goals
Six Apart worked closely with H/P to develop
custom integrations

SA provided
Six Apart...
A few guidelines

• Have “influence the influencer” mindset
• Be ready to lose some control
• Be authentic
• It’s not abou...
Thank you!
        Olivier Creiche
Six Apart olivier@sixapart.com




                                 Marketing 2.0, May ...
The rules have changed




                Blogging & Social Media, March 2008
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Web Marketing 2.0

  1. 1. BSI Web Marketing 2.0 Marketing 2.0 Conference, Paris 2008
  2. 2. Join the conversation MARKETING 2.0 CONFERENCE www.marketing2conference.com
  3. 3. Web marketing 2.0 May 2008 Marketing 2.0, May 2008
  4. 4. Agenda • Who we are • Trends • Challenge • Opportunities • Guidelines Blogging & Social Media, March 2008
  5. 5. Six Apart • Founded in 2001 by Ben and Mena Trott • HQ in San Francisco, 170 employees in the U.S., Japan, and EU • Leading blogging software and services provider Blogging & Social Media, March 2008
  6. 6. Six Apart properties ≈400 M p.v. Blogging & Social Media, March 2008
  7. 7. MARKET TRENDS Marketing 2.0, May 2008
  8. 8. Social technology adoption 24% Visit social networking sites 57% 29% Watch user-generated video 47% 25% Read blogs 45% 14% Comment on someone elseÕs blog 36% 11% Publish or update a blog 28% 11% Publish Web pages 26% 18% Contribute to online forums 25% 25% Read customer ratings/reviews 23% 8% Upload video you created 22% 11% Post ratings/reviews 19% 11% Listen to podcasts 18% 8% Use RSS feeds 14% Adults 18+ 6% Contribute to/edit articles in a wiki 9% Youth 12-18 7% Write and post articles, stories, etc. 8% Source: North American Social Technographics Online Survey, Q2 2007 and North American Technographics Consumer Technology And Media Youth Online Survey, Q1 2007. Bars show monthly participation. Blogging & Social Media, March 2008
  9. 9. Ad growth Source: Morgan Stanley Blogging & Social Media, March 2008
  10. 10. eCommerce growth Source: Morgan Stanley Blogging & Social Media, March 2008
  11. 11. TRENDS IN SOCIAL MEDIA Evolution & revolution Marketing 2.0, May 2008
  12. 12. Evolution of online publishing Blogging & Social Media, March 2008
  13. 13. Evolution of social media Blogging & Social Media, March 2008
  14. 14. Fragmenting social platforms Blogging & Social Media, March 2008
  15. 15. Hoping for a better future = connections Blogging & Social Media, March 2008
  16. 16. People are talking, sharing, friending • Powerful publishing tools • Your life reflected online • Network effect • The power of one • Disruptive media Blogging & Social Media, March 2008
  17. 17. Talking about gadgets “I could get an iPod touch as a reward for my extraordinary efforts and accomplishment” tokerud.typepad.com “I couldn't do without an iPod. I can't work out as well with no music.” writergrl.livejournal.com Conversation Meter: ipod 337,000 mentions “I love my Ipod touch” 97,400 mentions geeklinks.vox.com/ 12,500 mentions Source: Google site search, internal data Blogging & Social Media, March 2008
  18. 18. …but not only! We're written a great deal on this blog about Dove Evolution, one of the most celebrated examples of Consumer-Fortified Media (CFM) on the web notetaker.typepad.com Dove Skin Vitalizer with stand and cleansing pillows $5 (never been used!) GREAT DEAL! community.livejournal.com/bunnygirly Conversation Meter Dove's Real Beauty campaign has a new 19,400 mentions video out on YouTube called Onslaught. It 12,900 mentions shows how young girls are bombarded with beauty ads, products, messages, etc: 3,260 mentions sixleaf.vox.com Source: Google site search, internal data Blogging & Social Media, March 2008
  19. 19. MARKETERS 2.0 A challenging world Marketing 2.0, May 2008
  20. 20. Power to the people Creators of social media begin to enjoy increased visibility, credibility and audience exposure. http://darmano.typepad.com/logic_emotion/2007/01/tipping_the_med.html Blogging & Social Media, March 2008
  21. 21. Catching eyeballs and minds? Blogging & Social Media, March 2008
  22. 22. Growing # of properties and ad networks Blogging & Social Media, March 2008
  23. 23. LAND OF OPPORTUNITIES Marketing 2.0, May 2008
  24. 24. Distributed e-commerce Blogging & Social Media, March 2008
  25. 25. Distributed e-commerce Blogging & Social Media, March 2008
  26. 26. Join the conversation Blogging & Social Media, March 2008
  27. 27. Advertising? No way! Blogging & Social Media, March 2008
  28. 28. Advertising? Reconsidering? Blogging & Social Media, March 2008
  29. 29. Advertising? Reconsidering? Blogging & Social Media, March 2008
  30. 30. Advertising? Reconsidering? ‘Editor’s picks’ of what’s going on around the Six Apart Network. Bring awareness to your community or product in an environment in which they are comfortable and accepting. Blogging & Social Media, March 2008
  31. 31. Advertising? Reconsidering? Blogging & Social Media, March 2008
  32. 32. Advertising? Reconsidering? CONTEXTUAL DEMOGRAPHIC & BEHAVIOR AND CONTENT CHANNEL PSYCHOGRAPHIC INFLUENCER TARGETS TARGETS TARGETS • Home Page • Age • Contextual content behavior • Culture • Gender • Purchase Behavior • Entertainment • Location • Influential status • Life … • Hard Core • Music • Active • News & Politics • Casual • Technology •… Blogging & Social Media, March 2008
  33. 33. Community interaction Your Brand Your Influencer Your Influencers & Message Network Web 2.0 is word of mouth. Reach the influencers on the Six Apart Network with a powerful brand and message and let them do the legwork. Blogging & Social Media, March 2008
  34. 34. Community interaction Client goals Six Apart worked closely with H/P to develop custom integrations SA provided Six Apart worked closely with H/P to develop custom integrations that took advantage of the Vox and LJ publishing platforms. Users were asked each week to submit pictures, stories and experience for each theme. Winners were rewarded! Post, confirm, publish, “view answer” page roadblock Blogging & Social Media, March 2008
  35. 35. A few guidelines • Have “influence the influencer” mindset • Be ready to lose some control • Be authentic • It’s not about you, it is about them • Provide value to user within their medium • Maintain the dialogue • But do you have the right people? Blogging & Social Media, March 2008
  36. 36. Thank you! Olivier Creiche Six Apart olivier@sixapart.com Marketing 2.0, May 2008
  37. 37. The rules have changed Blogging & Social Media, March 2008

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