Philips Social Media Manifesto
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Philips Social Media Manifesto Philips Social Media Manifesto Document Transcript

  • SOCIAL MEDIA Consumer Interaction in The Digital Space Friday, April 23, 2010
  • WHAT IS SOCIAL MEDIA? Friday, April 23, 2010
  • WHAT IS SOCIAL MEDIA? Social Media = Content that through user interaction lives and evolves in a digital space. Friday, April 23, 2010 Social  media  can  be  described  as  content  that  lives  and  evolves  on  the  web.  The  social  media  is  experienced,  shared  and  often  created  within  a   social  network.  Social  media  cannot  be  seen  as  a  static  form  of  media  since  it  always  changes  with  the  response  from  the  consumers,  thus   transforming  people  from  solely  being  content  consumers  to  being  content  producers.  This  allows  for  a  continuous  never-­‐ending  exchange  and   development  of  content  throughout  the  digital  space.          
  • WHAT IS SOCIAL MEDIA? Social Media = Content that through user interaction lives and evolves in a digital space. Traditional Media Social Media Brand -> User Brand (One way communication) User User (Multi communication) Static Constantly changing Advertising = Interruption Advertising = Conversation Friday, April 23, 2010 Social  media  can  be  described  as  content  that  lives  and  evolves  on  the  web.  The  social  media  is  experienced,  shared  and  often  created  within  a   social  network.  Social  media  cannot  be  seen  as  a  static  form  of  media  since  it  always  changes  with  the  response  from  the  consumers,  thus   transforming  people  from  solely  being  content  consumers  to  being  content  producers.  This  allows  for  a  continuous  never-­‐ending  exchange  and   development  of  content  throughout  the  digital  space.          
  • WHAT IS SOCIAL MEDIA? Social Media = Content that through user interaction lives and evolves in a digital space. The Social Media audience are The Traditional Media audience are content consumers AND content content consumers. producers. Friday, April 23, 2010 Social  media  can  be  described  as  content  that  lives  and  evolves  on  the  web.  The  social  media  is  experienced,  shared  and  often  created  within  a   social  network.  Social  media  cannot  be  seen  as  a  static  form  of  media  since  it  always  changes  with  the  response  from  the  consumers,  thus   transforming  people  from  solely  being  content  consumers  to  being  content  producers.  This  allows  for  a  continuous  never-­‐ending  exchange  and   development  of  content  throughout  the  digital  space.          
  • SOCIAL MEDIA ACTORS Sites, Services and Applications Friday, April 23, 2010
  • SOCIAL MEDIA ACTORS Sites, Services and Applications Communities Facebook - General networking: Over 400 million active users and more than 5 billion pieces of content shared each week. MySpace - General networking (focus on music): Over 100 million active users. Bebo - General networking: Over 40 million active users. LinkedIn - Business and professional networking: Over 60 million active users. Friday, April 23, 2010 There  are  several  different  ways  for  users  to  engage  in  social  media  or  social  networking.  The  most  common  being  through  general  communities   such  as  Facebook  and  MySpace,  which  allows  for  its  users  to  communicate  and  share  content  between  each  other  as  well  as  create  individual   pro@ile  pages  used  to  display  selected  information  about  themselves. Facebook  is  the  largest  social  networking  site  in  the  world  with  over  400  million  active  users  and  with  more  that  5  billion  pieces  of  different   content  shared  each  week. There  are  large  amounts  of  different  social  networking  sites  throughout  the  web.  Some  of  the  major  once  are  LinkedIn,  a  site  for  business  and   professional  related  networking  with  over  60  million  users  as  well  as  Bebo,  Clasemates.com  and  Formspring.me.   There  are  other  social  media  sites  like  Flicker  and  Youtube  functioning  much  like  communities  but  with  a  speci@ic  focus  of  letting  users  upload,   comment  and  share  pictures  or  videos.  Youtube  has  redeemed  enormous  success  and  has  a  total  of  over  a  billion  views  per  day  displaying  music   videos,  TV  and  movie  clips,  videoblogs  as  well  as  other  user-­‐generated  videos. During  the  last  couple  of  years  we  have  also  seen  the  evolution  of  geo-­‐location  application  combined  with  social  networking  elements  such  as   Gowalla  and  Foursquare.  These  services  enable  the  user  to  communicate  his  exact  position  in  real  time  as  well  as  see  where  his  fellow  friends,   selected  stores  and  venues  etc  are  located.   Micro  blogging  services  such  as  Twitter  and  Tumblr  has  seen  an  immense  increase  in  users  over  a  short  period  of  time.  Tumblr  functions  as  a   micro  blog  where  users  can  share  pictures  and  other  visual  based  content  whereas  Twitter  displays  140  character  long  messages  communicated   to  a  selected  number  of  followers.  Twitter  also  makes  it  possible  to  browse  selected  topics  through  its  hash-­‐tag  feature,  making  it  a  perfect  tool  for   analyzing  different  ‘hot  topics’  discussed  by  its  almost  60  million  large  user  base.  Today  most  brands  are  more  or  less  active  on  Twitter.
  • SOCIAL MEDIA ACTORS Sites, Services and Applications Communities: Facebook MySpace Bebo LinkedIn Content sharing Youtube - Video sharing: Over a billion videos viewed per day. Over 21 hours of video uploaded every minute. Flickr - Photo sharing: Over 33 million active users. Friday, April 23, 2010 There  are  several  different  ways  for  users  to  engage  in  social  media  or  social  networking.  The  most  common  being  through  general  communities   such  as  Facebook  and  MySpace,  which  allows  for  its  users  to  communicate  and  share  content  between  each  other  as  well  as  create  individual   pro@ile  pages  used  to  display  selected  information  about  themselves. Facebook  is  the  largest  social  networking  site  in  the  world  with  over  400  million  active  users  and  with  more  that  5  billion  pieces  of  different   content  shared  each  week. There  are  large  amounts  of  different  social  networking  sites  throughout  the  web.  Some  of  the  major  once  are  LinkedIn,  a  site  for  business  and   professional  related  networking  with  over  60  million  users  as  well  as  Bebo,  Clasemates.com  and  Formspring.me.   There  are  other  social  media  sites  like  Flicker  and  Youtube  functioning  much  like  communities  but  with  a  speci@ic  focus  of  letting  users  upload,   comment  and  share  pictures  or  videos.  Youtube  has  redeemed  enormous  success  and  has  a  total  of  over  a  billion  views  per  day  displaying  music   videos,  TV  and  movie  clips,  videoblogs  as  well  as  other  user-­‐generated  videos. During  the  last  couple  of  years  we  have  also  seen  the  evolution  of  geo-­‐location  application  combined  with  social  networking  elements  such  as   Gowalla  and  Foursquare.  These  services  enable  the  user  to  communicate  his  exact  position  in  real  time  as  well  as  see  where  his  fellow  friends,   selected  stores  and  venues  etc  are  located.   Micro  blogging  services  such  as  Twitter  and  Tumblr  has  seen  an  immense  increase  in  users  over  a  short  period  of  time.  Tumblr  functions  as  a   micro  blog  where  users  can  share  pictures  and  other  visual  based  content  whereas  Twitter  displays  140  character  long  messages  communicated   to  a  selected  number  of  followers.  Twitter  also  makes  it  possible  to  browse  selected  topics  through  its  hash-­‐tag  feature,  making  it  a  perfect  tool  for   analyzing  different  ‘hot  topics’  discussed  by  its  almost  60  million  large  user  base.  Today  most  brands  are  more  or  less  active  on  Twitter.
  • SOCIAL MEDIA ACTORS Sites, Services and Applications Communities: Content sharing: Facebook Youtube MySpace Flickr Bebo LinkedIn Geo Location Apps Foursquare - Location based social network: Approximately 1 million users. Gowalla - Location based social network: 100.000 to 300.000 active users. Friday, April 23, 2010 There  are  several  different  ways  for  users  to  engage  in  social  media  or  social  networking.  The  most  common  being  through  general  communities   such  as  Facebook  and  MySpace,  which  allows  for  its  users  to  communicate  and  share  content  between  each  other  as  well  as  create  individual   pro@ile  pages  used  to  display  selected  information  about  themselves. Facebook  is  the  largest  social  networking  site  in  the  world  with  over  400  million  active  users  and  with  more  that  5  billion  pieces  of  different   content  shared  each  week. There  are  large  amounts  of  different  social  networking  sites  throughout  the  web.  Some  of  the  major  once  are  LinkedIn,  a  site  for  business  and   professional  related  networking  with  over  60  million  users  as  well  as  Bebo,  Clasemates.com  and  Formspring.me.   There  are  other  social  media  sites  like  Flicker  and  Youtube  functioning  much  like  communities  but  with  a  speci@ic  focus  of  letting  users  upload,   comment  and  share  pictures  or  videos.  Youtube  has  redeemed  enormous  success  and  has  a  total  of  over  a  billion  views  per  day  displaying  music   videos,  TV  and  movie  clips,  videoblogs  as  well  as  other  user-­‐generated  videos. During  the  last  couple  of  years  we  have  also  seen  the  evolution  of  geo-­‐location  application  combined  with  social  networking  elements  such  as   Gowalla  and  Foursquare.  These  services  enable  the  user  to  communicate  his  exact  position  in  real  time  as  well  as  see  where  his  fellow  friends,   selected  stores  and  venues  etc  are  located.   Micro  blogging  services  such  as  Twitter  and  Tumblr  has  seen  an  immense  increase  in  users  over  a  short  period  of  time.  Tumblr  functions  as  a   micro  blog  where  users  can  share  pictures  and  other  visual  based  content  whereas  Twitter  displays  140  character  long  messages  communicated   to  a  selected  number  of  followers.  Twitter  also  makes  it  possible  to  browse  selected  topics  through  its  hash-­‐tag  feature,  making  it  a  perfect  tool  for   analyzing  different  ‘hot  topics’  discussed  by  its  almost  60  million  large  user  base.  Today  most  brands  are  more  or  less  active  on  Twitter.
  • SOCIAL MEDIA ACTORS Sites, Services and Applications Communities: Content sharing: Geo Location Apps: Facebook Youtube Foursquare MySpace Flickr Gowalla Bebo LinkedIn Micro Blogging Twitter - General micro blogging service: Over 60 million active users. Over 50 million tweets per day. Over 10 billion tweets created since launch. Tumblr - General micro blogging service (focus on displaying pictures): 3 to 5 million active users. Over 2 million posts produced every day. Friday, April 23, 2010 There  are  several  different  ways  for  users  to  engage  in  social  media  or  social  networking.  The  most  common  being  through  general  communities   such  as  Facebook  and  MySpace,  which  allows  for  its  users  to  communicate  and  share  content  between  each  other  as  well  as  create  individual   pro@ile  pages  used  to  display  selected  information  about  themselves. Facebook  is  the  largest  social  networking  site  in  the  world  with  over  400  million  active  users  and  with  more  that  5  billion  pieces  of  different   content  shared  each  week. There  are  large  amounts  of  different  social  networking  sites  throughout  the  web.  Some  of  the  major  once  are  LinkedIn,  a  site  for  business  and   professional  related  networking  with  over  60  million  users  as  well  as  Bebo,  Clasemates.com  and  Formspring.me.   There  are  other  social  media  sites  like  Flicker  and  Youtube  functioning  much  like  communities  but  with  a  speci@ic  focus  of  letting  users  upload,   comment  and  share  pictures  or  videos.  Youtube  has  redeemed  enormous  success  and  has  a  total  of  over  a  billion  views  per  day  displaying  music   videos,  TV  and  movie  clips,  videoblogs  as  well  as  other  user-­‐generated  videos. During  the  last  couple  of  years  we  have  also  seen  the  evolution  of  geo-­‐location  application  combined  with  social  networking  elements  such  as   Gowalla  and  Foursquare.  These  services  enable  the  user  to  communicate  his  exact  position  in  real  time  as  well  as  see  where  his  fellow  friends,   selected  stores  and  venues  etc  are  located.   Micro  blogging  services  such  as  Twitter  and  Tumblr  has  seen  an  immense  increase  in  users  over  a  short  period  of  time.  Tumblr  functions  as  a   micro  blog  where  users  can  share  pictures  and  other  visual  based  content  whereas  Twitter  displays  140  character  long  messages  communicated   to  a  selected  number  of  followers.  Twitter  also  makes  it  possible  to  browse  selected  topics  through  its  hash-­‐tag  feature,  making  it  a  perfect  tool  for   analyzing  different  ‘hot  topics’  discussed  by  its  almost  60  million  large  user  base.  Today  most  brands  are  more  or  less  active  on  Twitter.
  • SOCIAL MEDIA ACTORS Sites, Services and Applications Communities: Content sharing: Facebook Youtube MySpace Flickr Bebo LinkedIn Micro Blogging: Geo Location Apps: Twitter Foursquare Tumblr Gowalla Friday, April 23, 2010 There  are  several  different  ways  for  users  to  engage  in  social  media  or  social  networking.  The  most  common  being  through  general  communities   such  as  Facebook  and  MySpace,  which  allows  for  its  users  to  communicate  and  share  content  between  each  other  as  well  as  create  individual   pro@ile  pages  used  to  display  selected  information  about  themselves. Facebook  is  the  largest  social  networking  site  in  the  world  with  over  400  million  active  users  and  with  more  that  5  billion  pieces  of  different   content  shared  each  week. There  are  large  amounts  of  different  social  networking  sites  throughout  the  web.  Some  of  the  major  once  are  LinkedIn,  a  site  for  business  and   professional  related  networking  with  over  60  million  users  as  well  as  Bebo,  Clasemates.com  and  Formspring.me.   There  are  other  social  media  sites  like  Flicker  and  Youtube  functioning  much  like  communities  but  with  a  speci@ic  focus  of  letting  users  upload,   comment  and  share  pictures  or  videos.  Youtube  has  redeemed  enormous  success  and  has  a  total  of  over  a  billion  views  per  day  displaying  music   videos,  TV  and  movie  clips,  videoblogs  as  well  as  other  user-­‐generated  videos. During  the  last  couple  of  years  we  have  also  seen  the  evolution  of  geo-­‐location  application  combined  with  social  networking  elements  such  as   Gowalla  and  Foursquare.  These  services  enable  the  user  to  communicate  his  exact  position  in  real  time  as  well  as  see  where  his  fellow  friends,   selected  stores  and  venues  etc  are  located.   Micro  blogging  services  such  as  Twitter  and  Tumblr  has  seen  an  immense  increase  in  users  over  a  short  period  of  time.  Tumblr  functions  as  a   micro  blog  where  users  can  share  pictures  and  other  visual  based  content  whereas  Twitter  displays  140  character  long  messages  communicated   to  a  selected  number  of  followers.  Twitter  also  makes  it  possible  to  browse  selected  topics  through  its  hash-­‐tag  feature,  making  it  a  perfect  tool  for   analyzing  different  ‘hot  topics’  discussed  by  its  almost  60  million  large  user  base.  Today  most  brands  are  more  or  less  active  on  Twitter.
  • HOW TO CONQUER THE SOCIAL MEDIA SPHERE Successful social media initiatives Friday, April 23, 2010
  • HOW TO CONQUER THE SOCIAL MEDIA SPHERE Successful social media initiatives The key to success is RELEVANCE Friday, April 23, 2010 Today  every  brand  is  looking  to  interact  with  its  consumers  within  the  digital  space.  However,  just  being  present  in  the  social  media  sphere  does   not  lead  to  an  automate  increase  in  customers  or  a  more  popular  brand.   The  key  to  success  is  relevance. Today,  brands  need  to  construct  something  that  is  relevant  both  to  the  consumers  as  well  as  to  the  identity  of  the  brand.  Simply  being  present   within  the  social  media  sphere  does  not  necessarily  mean  that  your  brand  is  social.  A  successful  social  media  initiative  demands  actual   communication  between  the  brand  and  the  consumer.  Instead  of  interrupting  the  target  audience  with  a  one-­‐way  message,  brands  need  to  invite  to   a  conversation  -­‐  True  consumer  connection  is  only  reached  when  people  become  a  part  of  the  actual  experience.   A  good  example  of  non-­‐social  use  of  social  media  is  Facebook  fan  pages.  Most  brands  today  have  a  facebook  fan  page,  however  Facebook  fan  pages   usually  function  more  or  less  as  an  extension  to  the  brand  webpage.  Therefore  not  providing  the  user  with  much  social  interaction,  resulting  in  the   brand  not  establishing  a  true  connection  with  its  consumers.  Simply  being  present  within  the  social  media  sphere  is  not  the  same  as  conducting   social  interaction.   There  are  however  brands  that  successfully  manages  to  socially  interact  with  its  audience  online  such  as  Art  of  The  Trench  by  Burberry.  They   provide  its  audience  with  a  microsite  that  enable  people  form  all  over  the  world  to  upload  pictures  of  themselves  and  others  wearing  trench-­‐coats.   Burberry  manages  to  create  an  interactive  social  element  that  is  coherent  with  the  identity  of  the  brand.     Other  projects  worth  mentioning  which  are  not  carried  by  user  generated  content  (USG)  but  provides  a  high  social  media  value  are  the  sound  art   blog  Soundwalk  and  the  inspirational  content  feed  Nowness  both  by  LVMH.    Even  though  these  sites  are  not  promoting  content  created  by  the   users  it  interacts  with  its  audience  through  creating  a  conversation  that  is  relevant  to  the  brand  and  also  allows  for  the  users  to  further  the   communicated  messages  via  other  media  channels  such  as  twitter,  facebook  etc  -­‐  The  brand  gets  de@ined  by  the  content  it  provides.                  
  • HOW TO CONQUER THE SOCIAL MEDIA SPHERE Successful social media initiatives In order for brands to successfully interact with users in the digital space the communicated message needs to be: RELEVANT to its audience & RELEVANT to the brand identity Friday, April 23, 2010 Today  every  brand  is  looking  to  interact  with  its  consumers  within  the  digital  space.  However,  just  being  present  in  the  social  media  sphere  does   not  lead  to  an  automate  increase  in  customers  or  a  more  popular  brand.   The  key  to  success  is  relevance. Today,  brands  need  to  construct  something  that  is  relevant  both  to  the  consumers  as  well  as  to  the  identity  of  the  brand.  Simply  being  present   within  the  social  media  sphere  does  not  necessarily  mean  that  your  brand  is  social.  A  successful  social  media  initiative  demands  actual   communication  between  the  brand  and  the  consumer.  Instead  of  interrupting  the  target  audience  with  a  one-­‐way  message,  brands  need  to  invite  to   a  conversation  -­‐  True  consumer  connection  is  only  reached  when  people  become  a  part  of  the  actual  experience.   A  good  example  of  non-­‐social  use  of  social  media  is  Facebook  fan  pages.  Most  brands  today  have  a  facebook  fan  page,  however  Facebook  fan  pages   usually  function  more  or  less  as  an  extension  to  the  brand  webpage.  Therefore  not  providing  the  user  with  much  social  interaction,  resulting  in  the   brand  not  establishing  a  true  connection  with  its  consumers.  Simply  being  present  within  the  social  media  sphere  is  not  the  same  as  conducting   social  interaction.   There  are  however  brands  that  successfully  manages  to  socially  interact  with  its  audience  online  such  as  Art  of  The  Trench  by  Burberry.  They   provide  its  audience  with  a  microsite  that  enable  people  form  all  over  the  world  to  upload  pictures  of  themselves  and  others  wearing  trench-­‐coats.   Burberry  manages  to  create  an  interactive  social  element  that  is  coherent  with  the  identity  of  the  brand.     Other  projects  worth  mentioning  which  are  not  carried  by  user  generated  content  (USG)  but  provides  a  high  social  media  value  are  the  sound  art   blog  Soundwalk  and  the  inspirational  content  feed  Nowness  both  by  LVMH.    Even  though  these  sites  are  not  promoting  content  created  by  the   users  it  interacts  with  its  audience  through  creating  a  conversation  that  is  relevant  to  the  brand  and  also  allows  for  the  users  to  further  the   communicated  messages  via  other  media  channels  such  as  twitter,  facebook  etc  -­‐  The  brand  gets  de@ined  by  the  content  it  provides.                  
  • HOW TO CONQUER THE SOCIAL MEDIA SPHERE Successful social media initiatives Brands should not spam or interrupt its users. Instead, they have to invite to a conversation! Friday, April 23, 2010 Today  every  brand  is  looking  to  interact  with  its  consumers  within  the  digital  space.  However,  just  being  present  in  the  social  media  sphere  does   not  lead  to  an  automate  increase  in  customers  or  a  more  popular  brand.   The  key  to  success  is  relevance. Today,  brands  need  to  construct  something  that  is  relevant  both  to  the  consumers  as  well  as  to  the  identity  of  the  brand.  Simply  being  present   within  the  social  media  sphere  does  not  necessarily  mean  that  your  brand  is  social.  A  successful  social  media  initiative  demands  actual   communication  between  the  brand  and  the  consumer.  Instead  of  interrupting  the  target  audience  with  a  one-­‐way  message,  brands  need  to  invite  to   a  conversation  -­‐  True  consumer  connection  is  only  reached  when  people  become  a  part  of  the  actual  experience.   A  good  example  of  non-­‐social  use  of  social  media  is  Facebook  fan  pages.  Most  brands  today  have  a  facebook  fan  page,  however  Facebook  fan  pages   usually  function  more  or  less  as  an  extension  to  the  brand  webpage.  Therefore  not  providing  the  user  with  much  social  interaction,  resulting  in  the   brand  not  establishing  a  true  connection  with  its  consumers.  Simply  being  present  within  the  social  media  sphere  is  not  the  same  as  conducting   social  interaction.   There  are  however  brands  that  successfully  manages  to  socially  interact  with  its  audience  online  such  as  Art  of  The  Trench  by  Burberry.  They   provide  its  audience  with  a  microsite  that  enable  people  form  all  over  the  world  to  upload  pictures  of  themselves  and  others  wearing  trench-­‐coats.   Burberry  manages  to  create  an  interactive  social  element  that  is  coherent  with  the  identity  of  the  brand.     Other  projects  worth  mentioning  which  are  not  carried  by  user  generated  content  (USG)  but  provides  a  high  social  media  value  are  the  sound  art   blog  Soundwalk  and  the  inspirational  content  feed  Nowness  both  by  LVMH.    Even  though  these  sites  are  not  promoting  content  created  by  the   users  it  interacts  with  its  audience  through  creating  a  conversation  that  is  relevant  to  the  brand  and  also  allows  for  the  users  to  further  the   communicated  messages  via  other  media  channels  such  as  twitter,  facebook  etc  -­‐  The  brand  gets  de@ined  by  the  content  it  provides.                  
  • HOW TO CONQUER THE SOCIAL MEDIA SPHERE Successful social media initiatives True consumer connection is only reached when the audience feels like they are a part of the brand. ”The experience is the message” Friday, April 23, 2010 Today  every  brand  is  looking  to  interact  with  its  consumers  within  the  digital  space.  However,  just  being  present  in  the  social  media  sphere  does   not  lead  to  an  automate  increase  in  customers  or  a  more  popular  brand.   The  key  to  success  is  relevance. Today,  brands  need  to  construct  something  that  is  relevant  both  to  the  consumers  as  well  as  to  the  identity  of  the  brand.  Simply  being  present   within  the  social  media  sphere  does  not  necessarily  mean  that  your  brand  is  social.  A  successful  social  media  initiative  demands  actual   communication  between  the  brand  and  the  consumer.  Instead  of  interrupting  the  target  audience  with  a  one-­‐way  message,  brands  need  to  invite  to   a  conversation  -­‐  True  consumer  connection  is  only  reached  when  people  become  a  part  of  the  actual  experience.   A  good  example  of  non-­‐social  use  of  social  media  is  Facebook  fan  pages.  Most  brands  today  have  a  facebook  fan  page,  however  Facebook  fan  pages   usually  function  more  or  less  as  an  extension  to  the  brand  webpage.  Therefore  not  providing  the  user  with  much  social  interaction,  resulting  in  the   brand  not  establishing  a  true  connection  with  its  consumers.  Simply  being  present  within  the  social  media  sphere  is  not  the  same  as  conducting   social  interaction.   There  are  however  brands  that  successfully  manages  to  socially  interact  with  its  audience  online  such  as  Art  of  The  Trench  by  Burberry.  They   provide  its  audience  with  a  microsite  that  enable  people  form  all  over  the  world  to  upload  pictures  of  themselves  and  others  wearing  trench-­‐coats.   Burberry  manages  to  create  an  interactive  social  element  that  is  coherent  with  the  identity  of  the  brand.     Other  projects  worth  mentioning  which  are  not  carried  by  user  generated  content  (USG)  but  provides  a  high  social  media  value  are  the  sound  art   blog  Soundwalk  and  the  inspirational  content  feed  Nowness  both  by  LVMH.    Even  though  these  sites  are  not  promoting  content  created  by  the   users  it  interacts  with  its  audience  through  creating  a  conversation  that  is  relevant  to  the  brand  and  also  allows  for  the  users  to  further  the   communicated  messages  via  other  media  channels  such  as  twitter,  facebook  etc  -­‐  The  brand  gets  de@ined  by  the  content  it  provides.                  
  • HOW TO CONQUER THE SOCIAL MEDIA SPHERE Successful social media initiatives Examples: Friday, April 23, 2010 Today  every  brand  is  looking  to  interact  with  its  consumers  within  the  digital  space.  However,  just  being  present  in  the  social  media  sphere  does   not  lead  to  an  automate  increase  in  customers  or  a  more  popular  brand.   The  key  to  success  is  relevance. Today,  brands  need  to  construct  something  that  is  relevant  both  to  the  consumers  as  well  as  to  the  identity  of  the  brand.  Simply  being  present   within  the  social  media  sphere  does  not  necessarily  mean  that  your  brand  is  social.  A  successful  social  media  initiative  demands  actual   communication  between  the  brand  and  the  consumer.  Instead  of  interrupting  the  target  audience  with  a  one-­‐way  message,  brands  need  to  invite  to   a  conversation  -­‐  True  consumer  connection  is  only  reached  when  people  become  a  part  of  the  actual  experience.   A  good  example  of  non-­‐social  use  of  social  media  is  Facebook  fan  pages.  Most  brands  today  have  a  facebook  fan  page,  however  Facebook  fan  pages   usually  function  more  or  less  as  an  extension  to  the  brand  webpage.  Therefore  not  providing  the  user  with  much  social  interaction,  resulting  in  the   brand  not  establishing  a  true  connection  with  its  consumers.  Simply  being  present  within  the  social  media  sphere  is  not  the  same  as  conducting   social  interaction.   There  are  however  brands  that  successfully  manages  to  socially  interact  with  its  audience  online  such  as  Art  of  The  Trench  by  Burberry.  They   provide  its  audience  with  a  microsite  that  enable  people  form  all  over  the  world  to  upload  pictures  of  themselves  and  others  wearing  trench-­‐coats.   Burberry  manages  to  create  an  interactive  social  element  that  is  coherent  with  the  identity  of  the  brand.     Other  projects  worth  mentioning  which  are  not  carried  by  user  generated  content  (USG)  but  provides  a  high  social  media  value  are  the  sound  art   blog  Soundwalk  and  the  inspirational  content  feed  Nowness  both  by  LVMH.    Even  though  these  sites  are  not  promoting  content  created  by  the   users  it  interacts  with  its  audience  through  creating  a  conversation  that  is  relevant  to  the  brand  and  also  allows  for  the  users  to  further  the   communicated  messages  via  other  media  channels  such  as  twitter,  facebook  etc  -­‐  The  brand  gets  de@ined  by  the  content  it  provides.                  
  • HOW TO CONQUER THE SOCIAL MEDIA SPHERE Successful social media initiatives Examples No.1 - Art of The Trench by Burberry A micro site enabling people to upload and share pictures of themselves or others in trench coats. Friday, April 23, 2010 Today  every  brand  is  looking  to  interact  with  its  consumers  within  the  digital  space.  However,  just  being  present  in  the  social  media  sphere  does   not  lead  to  an  automate  increase  in  customers  or  a  more  popular  brand.   The  key  to  success  is  relevance. Today,  brands  need  to  construct  something  that  is  relevant  both  to  the  consumers  as  well  as  to  the  identity  of  the  brand.  Simply  being  present   within  the  social  media  sphere  does  not  necessarily  mean  that  your  brand  is  social.  A  successful  social  media  initiative  demands  actual   communication  between  the  brand  and  the  consumer.  Instead  of  interrupting  the  target  audience  with  a  one-­‐way  message,  brands  need  to  invite  to   a  conversation  -­‐  True  consumer  connection  is  only  reached  when  people  become  a  part  of  the  actual  experience.   A  good  example  of  non-­‐social  use  of  social  media  is  Facebook  fan  pages.  Most  brands  today  have  a  facebook  fan  page,  however  Facebook  fan  pages   usually  function  more  or  less  as  an  extension  to  the  brand  webpage.  Therefore  not  providing  the  user  with  much  social  interaction,  resulting  in  the   brand  not  establishing  a  true  connection  with  its  consumers.  Simply  being  present  within  the  social  media  sphere  is  not  the  same  as  conducting   social  interaction.   There  are  however  brands  that  successfully  manages  to  socially  interact  with  its  audience  online  such  as  Art  of  The  Trench  by  Burberry.  They   provide  its  audience  with  a  microsite  that  enable  people  form  all  over  the  world  to  upload  pictures  of  themselves  and  others  wearing  trench-­‐coats.   Burberry  manages  to  create  an  interactive  social  element  that  is  coherent  with  the  identity  of  the  brand.     Other  projects  worth  mentioning  which  are  not  carried  by  user  generated  content  (USG)  but  provides  a  high  social  media  value  are  the  sound  art   blog  Soundwalk  and  the  inspirational  content  feed  Nowness  both  by  LVMH.    Even  though  these  sites  are  not  promoting  content  created  by  the   users  it  interacts  with  its  audience  through  creating  a  conversation  that  is  relevant  to  the  brand  and  also  allows  for  the  users  to  further  the   communicated  messages  via  other  media  channels  such  as  twitter,  facebook  etc  -­‐  The  brand  gets  de@ined  by  the  content  it  provides.                  
  • HOW TO CONQUER THE SOCIAL MEDIA SPHERE Successful social media initiatives Examples No.1 - Art of The Trench by Burberry Art of The Trench successfully interacts with its target audience in a fun and unique way - A way which is totally coherent with the identity of the brand. It creates an incentive for fashion interested people all around the world to take part. It is also extremely culturally relevant. Friday, April 23, 2010 Today  every  brand  is  looking  to  interact  with  its  consumers  within  the  digital  space.  However,  just  being  present  in  the  social  media  sphere  does   not  lead  to  an  automate  increase  in  customers  or  a  more  popular  brand.   The  key  to  success  is  relevance. Today,  brands  need  to  construct  something  that  is  relevant  both  to  the  consumers  as  well  as  to  the  identity  of  the  brand.  Simply  being  present   within  the  social  media  sphere  does  not  necessarily  mean  that  your  brand  is  social.  A  successful  social  media  initiative  demands  actual   communication  between  the  brand  and  the  consumer.  Instead  of  interrupting  the  target  audience  with  a  one-­‐way  message,  brands  need  to  invite  to   a  conversation  -­‐  True  consumer  connection  is  only  reached  when  people  become  a  part  of  the  actual  experience.   A  good  example  of  non-­‐social  use  of  social  media  is  Facebook  fan  pages.  Most  brands  today  have  a  facebook  fan  page,  however  Facebook  fan  pages   usually  function  more  or  less  as  an  extension  to  the  brand  webpage.  Therefore  not  providing  the  user  with  much  social  interaction,  resulting  in  the   brand  not  establishing  a  true  connection  with  its  consumers.  Simply  being  present  within  the  social  media  sphere  is  not  the  same  as  conducting   social  interaction.   There  are  however  brands  that  successfully  manages  to  socially  interact  with  its  audience  online  such  as  Art  of  The  Trench  by  Burberry.  They   provide  its  audience  with  a  microsite  that  enable  people  form  all  over  the  world  to  upload  pictures  of  themselves  and  others  wearing  trench-­‐coats.   Burberry  manages  to  create  an  interactive  social  element  that  is  coherent  with  the  identity  of  the  brand.     Other  projects  worth  mentioning  which  are  not  carried  by  user  generated  content  (USG)  but  provides  a  high  social  media  value  are  the  sound  art   blog  Soundwalk  and  the  inspirational  content  feed  Nowness  both  by  LVMH.    Even  though  these  sites  are  not  promoting  content  created  by  the   users  it  interacts  with  its  audience  through  creating  a  conversation  that  is  relevant  to  the  brand  and  also  allows  for  the  users  to  further  the   communicated  messages  via  other  media  channels  such  as  twitter,  facebook  etc  -­‐  The  brand  gets  de@ined  by  the  content  it  provides.                  
  • HOW TO CONQUER THE SOCIAL MEDIA SPHERE Successful social media initiatives Examples No.2 - Soundwalk / Louis Vuitton Sonic City Guides Soundwalk in collaboration with LV creates sound tours of different cities around the world. Friday, April 23, 2010 Today  every  brand  is  looking  to  interact  with  its  consumers  within  the  digital  space.  However,  just  being  present  in  the  social  media  sphere  does   not  lead  to  an  automate  increase  in  customers  or  a  more  popular  brand.   The  key  to  success  is  relevance. Today,  brands  need  to  construct  something  that  is  relevant  both  to  the  consumers  as  well  as  to  the  identity  of  the  brand.  Simply  being  present   within  the  social  media  sphere  does  not  necessarily  mean  that  your  brand  is  social.  A  successful  social  media  initiative  demands  actual   communication  between  the  brand  and  the  consumer.  Instead  of  interrupting  the  target  audience  with  a  one-­‐way  message,  brands  need  to  invite  to   a  conversation  -­‐  True  consumer  connection  is  only  reached  when  people  become  a  part  of  the  actual  experience.   A  good  example  of  non-­‐social  use  of  social  media  is  Facebook  fan  pages.  Most  brands  today  have  a  facebook  fan  page,  however  Facebook  fan  pages   usually  function  more  or  less  as  an  extension  to  the  brand  webpage.  Therefore  not  providing  the  user  with  much  social  interaction,  resulting  in  the   brand  not  establishing  a  true  connection  with  its  consumers.  Simply  being  present  within  the  social  media  sphere  is  not  the  same  as  conducting   social  interaction.   There  are  however  brands  that  successfully  manages  to  socially  interact  with  its  audience  online  such  as  Art  of  The  Trench  by  Burberry.  They   provide  its  audience  with  a  microsite  that  enable  people  form  all  over  the  world  to  upload  pictures  of  themselves  and  others  wearing  trench-­‐coats.   Burberry  manages  to  create  an  interactive  social  element  that  is  coherent  with  the  identity  of  the  brand.     Other  projects  worth  mentioning  which  are  not  carried  by  user  generated  content  (USG)  but  provides  a  high  social  media  value  are  the  sound  art   blog  Soundwalk  and  the  inspirational  content  feed  Nowness  both  by  LVMH.    Even  though  these  sites  are  not  promoting  content  created  by  the   users  it  interacts  with  its  audience  through  creating  a  conversation  that  is  relevant  to  the  brand  and  also  allows  for  the  users  to  further  the   communicated  messages  via  other  media  channels  such  as  twitter,  facebook  etc  -­‐  The  brand  gets  de@ined  by  the  content  it  provides.                  
  • HOW TO CONQUER THE SOCIAL MEDIA SPHERE Successful social media initiatives Examples No.3 - Nowness by LVMH A blog showcasing content from different creative talents all around the world. Friday, April 23, 2010 Today  every  brand  is  looking  to  interact  with  its  consumers  within  the  digital  space.  However,  just  being  present  in  the  social  media  sphere  does   not  lead  to  an  automate  increase  in  customers  or  a  more  popular  brand.   The  key  to  success  is  relevance. Today,  brands  need  to  construct  something  that  is  relevant  both  to  the  consumers  as  well  as  to  the  identity  of  the  brand.  Simply  being  present   within  the  social  media  sphere  does  not  necessarily  mean  that  your  brand  is  social.  A  successful  social  media  initiative  demands  actual   communication  between  the  brand  and  the  consumer.  Instead  of  interrupting  the  target  audience  with  a  one-­‐way  message,  brands  need  to  invite  to   a  conversation  -­‐  True  consumer  connection  is  only  reached  when  people  become  a  part  of  the  actual  experience.   A  good  example  of  non-­‐social  use  of  social  media  is  Facebook  fan  pages.  Most  brands  today  have  a  facebook  fan  page,  however  Facebook  fan  pages   usually  function  more  or  less  as  an  extension  to  the  brand  webpage.  Therefore  not  providing  the  user  with  much  social  interaction,  resulting  in  the   brand  not  establishing  a  true  connection  with  its  consumers.  Simply  being  present  within  the  social  media  sphere  is  not  the  same  as  conducting   social  interaction.   There  are  however  brands  that  successfully  manages  to  socially  interact  with  its  audience  online  such  as  Art  of  The  Trench  by  Burberry.  They   provide  its  audience  with  a  microsite  that  enable  people  form  all  over  the  world  to  upload  pictures  of  themselves  and  others  wearing  trench-­‐coats.   Burberry  manages  to  create  an  interactive  social  element  that  is  coherent  with  the  identity  of  the  brand.     Other  projects  worth  mentioning  which  are  not  carried  by  user  generated  content  (USG)  but  provides  a  high  social  media  value  are  the  sound  art   blog  Soundwalk  and  the  inspirational  content  feed  Nowness  both  by  LVMH.    Even  though  these  sites  are  not  promoting  content  created  by  the   users  it  interacts  with  its  audience  through  creating  a  conversation  that  is  relevant  to  the  brand  and  also  allows  for  the  users  to  further  the   communicated  messages  via  other  media  channels  such  as  twitter,  facebook  etc  -­‐  The  brand  gets  de@ined  by  the  content  it  provides.                  
  • HOW TO CONQUER THE SOCIAL MEDIA SPHERE Successful social media initiatives Examples No.2 - Soundwalk / Louis Vuitton Sonic City Guides & Examples No.3 - Nowness by LVMH Even though these sites are not showcasing user generated content they interacts with its audience through inspiring and enabling conversations which is relevant to the selected brands. The brand becomes defined by the content it provides. Friday, April 23, 2010 Today  every  brand  is  looking  to  interact  with  its  consumers  within  the  digital  space.  However,  just  being  present  in  the  social  media  sphere  does   not  lead  to  an  automate  increase  in  customers  or  a  more  popular  brand.   The  key  to  success  is  relevance. Today,  brands  need  to  construct  something  that  is  relevant  both  to  the  consumers  as  well  as  to  the  identity  of  the  brand.  Simply  being  present   within  the  social  media  sphere  does  not  necessarily  mean  that  your  brand  is  social.  A  successful  social  media  initiative  demands  actual   communication  between  the  brand  and  the  consumer.  Instead  of  interrupting  the  target  audience  with  a  one-­‐way  message,  brands  need  to  invite  to   a  conversation  -­‐  True  consumer  connection  is  only  reached  when  people  become  a  part  of  the  actual  experience.   A  good  example  of  non-­‐social  use  of  social  media  is  Facebook  fan  pages.  Most  brands  today  have  a  facebook  fan  page,  however  Facebook  fan  pages   usually  function  more  or  less  as  an  extension  to  the  brand  webpage.  Therefore  not  providing  the  user  with  much  social  interaction,  resulting  in  the   brand  not  establishing  a  true  connection  with  its  consumers.  Simply  being  present  within  the  social  media  sphere  is  not  the  same  as  conducting   social  interaction.   There  are  however  brands  that  successfully  manages  to  socially  interact  with  its  audience  online  such  as  Art  of  The  Trench  by  Burberry.  They   provide  its  audience  with  a  microsite  that  enable  people  form  all  over  the  world  to  upload  pictures  of  themselves  and  others  wearing  trench-­‐coats.   Burberry  manages  to  create  an  interactive  social  element  that  is  coherent  with  the  identity  of  the  brand.     Other  projects  worth  mentioning  which  are  not  carried  by  user  generated  content  (USG)  but  provides  a  high  social  media  value  are  the  sound  art   blog  Soundwalk  and  the  inspirational  content  feed  Nowness  both  by  LVMH.    Even  though  these  sites  are  not  promoting  content  created  by  the   users  it  interacts  with  its  audience  through  creating  a  conversation  that  is  relevant  to  the  brand  and  also  allows  for  the  users  to  further  the   communicated  messages  via  other  media  channels  such  as  twitter,  facebook  etc  -­‐  The  brand  gets  de@ined  by  the  content  it  provides.                  
  • THE FUTURE OF SOCIAL MEDIA What will happen next? Friday, April 23, 2010
  • THE FUTURE OF SOCIAL MEDIA What will happen next? The social media of the future will: Friday, April 23, 2010
  • THE FUTURE OF SOCIAL MEDIA What will happen next? Offer less friction Be more interlaced with our daily lives Allow us to interact with our surroundings Provide more local and customized information Friday, April 23, 2010
  • THE FUTURE OF SOCIAL MEDIA What will happen next? This will be enabled through new technologies such as: Friday, April 23, 2010
  • THE FUTURE OF SOCIAL MEDIA What will happen next? RFID Tags and Transponders Arduino circuit boards Biometric face recognition Friday, April 23, 2010
  • THE FUTURE OF SOCIAL MEDIA What will happen next? The current social media revolution can be divided into five phases. Friday, April 23, 2010
  • THE FUTURE OF SOCIAL MEDIA What will happen next? Phase No.1 - Social Relationship People connect with each other and share content within different social networks. (Facebook, MySpace) Phase No.2 - Social Functionality Social networks starts providing users with valuable services. (Clouds, Geo Location) Phase No.3 - Social Colonization Our entire online experience becomes connected with social networks. (Facebook Connect, OpenID) Phase No.4 - Social Context The content becomes personal and more heavily intertwined with our daily lives. (RFID Tags and Transponders, Biometric Face Recognition) Phase No.5 - Social Commerce Social media is now a regular part of our daily lives. Experiences are shared in an online environment as much as in real life. Information is hyper relevant, tailored and always accessible. Friday, April 23, 2010
  • REFERENCES http://www.slideshare.net/Ifonlyblog/is-social-media-just-for-chavs-1698405 http://www.slideshare.net/MG15/bona-fide-deck http://www.slideshare.net/bwdumars/social-media-strategy-and-tactics-across- multiple-brands-3398320 http://forrester.typepad.com/groundswell/2009/04/the-future-of-the-social-web- according-to-forrester.html http://www.web-strategist.com/blog/2009/04/27/future-of-the-social-web/ http://whatconsumesme.com/2010/posts-ive-written/responding-to-the-social-media- bubble/ http://mashable.com/2009/06/01/social-media-future-tech/ Friday, April 23, 2010