Is Social Networking Something
Advertisers Can Ignore ?

... Or Is It The Next “Hype” ?




BMMA – 24th January 2008
What are your 2008 Business Challenge ?
         Harvard Business


•   The Network as Platform
•   Eco Business Opportuni...
3 Questions …


• Social Network Definition & Reality in Belgium ?

• Hype ?

• Integration in the Communication Mix ?
Some (Good Old) Theories
   about Social Network

• Émile Durkheim and Ferdinand
  Tönnies (Late 1800’s)
   – Gemeinschaft...
1999 – the Cluetrain Manifesto
                                     Market are conversations !


                        •...
Social Network Services

    • Social media describes the online technologies and practices
      that people use to share...
Social Network Services


Communication                    Self Expression




Personnal                              Coll...
Concretelly …
Hype ?
        The Gartner Graph !

• Extreme promotion of a person, idea, or product
• To give something more attention t...
Hype Estimation – Google Trends
         (Belgium – 2007)




Second               Facebook              Google
Life      ...
Hype – Gartner Graph
Rough Belgian Market Exercise
Belgium
                             Fastest Growth Ever ? (+224% in 15 days)
                             Facebook Statis...
Facebook Boom !
                Social Services Reach
                (Source: Comscore)


            6

            5

 ...
Belgian Blogs Intensive Competition
                 Reach (Source: Comscore)

                     Windows Live Spaces   ...
Stickyness ? Days x Time Spent
                                         (Source: Comscore)


                            2...
“Web 2.0” as an incumbator ...



         Harnessing the collective intelligence

    Lightweight programming models (Mas...
Long Tail & Social Services

        Portal / Dailies
        Homepages
Reach




          Participative Services – Blog ...
From 15 Minutes of Fame to “Microcelebrity…”
                                            Everyone is a Little Brad Pitt......
Any Time, Any Place, Any Device !
 -> Single Source – Pluri Device
Lightweight programming models
(Remixability – Mash Up – Widgets – ...)
Power of The Social Network Services
Brand in the social channels world:
    (Remember) Market are conversations !


                                      Soci...
In Other Words ...

                        Brand
                  Receive     Transmit

                                ...
The New Influencers – 1 % Rule



                                     100
             If you get a group of             ...
Empower The Conversation !
www.skyblog.fr
Tailored Advertising Solution
Develp your own community !
Example: Map + Pictures + Comments + …
Live Targeting
Mass Customerization
Threat ? Too Obvious !
Beacon = Enable your customers to share the
actions they take on your website with their
Facebook f...
Mass & Social - UG Media Moneytization
Hype – Gartner Graph
      Belgian Communication Channels




               Viral
   Social
   Network
                  ...
As a conclusion ...


• Social Networking (and especially Facebook) is
  definitively ―THE Hype‖ of 2007 winter
   – When ...
Hugues Rey

hugues.rey@be.initiative.com
Mobile : +32 496 26 06 88
Fixed Line : +32 2 464 93 61
Messenger : hugues@live.be...
Is Social Networking Something Advertisers Can Ignore ?... Or Is It The Next “Hype” ?
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Is Social Networking Something Advertisers Can Ignore ?... Or Is It The Next “Hype” ?

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Belgian Marketing & Management Association
Lunch january 2008

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Is Social Networking Something Advertisers Can Ignore ?... Or Is It The Next “Hype” ?

  1. 1. Is Social Networking Something Advertisers Can Ignore ? ... Or Is It The Next “Hype” ? BMMA – 24th January 2008
  2. 2. What are your 2008 Business Challenge ? Harvard Business • The Network as Platform • Eco Business Opportunities • New Geopolitics • Volatile Markets • Dollar Decline • Soft Skills • Social Networking – Learn to effectively utilize social networking tools both inside and outside the companies to keep up with what the younger workers grew up with — fast and furious communication tools like texting, facebook, My Space, You Tube, etc. that spread the word now. – Not in the next quarter, next month, next week or even next day, but NOW.”
  3. 3. 3 Questions … • Social Network Definition & Reality in Belgium ? • Hype ? • Integration in the Communication Mix ?
  4. 4. Some (Good Old) Theories about Social Network • Émile Durkheim and Ferdinand Tönnies (Late 1800’s) – Gemeinschaft & Gesellschaft • John A. DunBar (1956) – Rule of 150 • Stanley Milgram (1967) – Little World Experiment – 6 Degrees of Separation • Social Network – Social structure made of nodes (which are generally individuals) that are tied by one or more specific types of interdependency, such as values, visions, idea, friends, conflict, trade, web links, disease transmission, etc
  5. 5. 1999 – the Cluetrain Manifesto Market are conversations ! • 95 Theses • These # 6 : The Internet is enabling conversations among human beings that were simply not possible in the era of mass media The Cluetrain Manifesto: The End of Business as Usual: Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2000
  6. 6. Social Network Services • Social media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other. Communication Self Expression Social Network Services Personnal Collective Broadcasting Intelligence Content Production 6
  7. 7. Social Network Services Communication Self Expression Personnal Collective Media Intelligence Content Production
  8. 8. Concretelly …
  9. 9. Hype ? The Gartner Graph ! • Extreme promotion of a person, idea, or product • To give something more attention that it deserves or to try to make it seem more important than it really is
  10. 10. Hype Estimation – Google Trends (Belgium – 2007) Second Facebook Google Life Earth
  11. 11. Hype – Gartner Graph Rough Belgian Market Exercise
  12. 12. Belgium Fastest Growth Ever ? (+224% in 15 days) Facebook Statistics 2008 : New Members Figures Source: www.adscriptor.com
  13. 13. Facebook Boom ! Social Services Reach (Source: Comscore) 6 5 4 3 Reach (%) Google Earth Facebook.com 2 Linkedin.com 1 0
  14. 14. Belgian Blogs Intensive Competition Reach (Source: Comscore) Windows Live Spaces Skynetblogs.be 40 Netlog.com Myspace.com Skyrock Blogs 35 30 25 Reach (%) 20 15 10 5 0
  15. 15. Stickyness ? Days x Time Spent (Source: Comscore) 26,0 21,0 Average minute per visits 16,0 11,0 6,0 1,0 1,0 3,0 5,0 7,0 9,0 11,0 13,0 15,0 Average Usage Days per Visitor
  16. 16. “Web 2.0” as an incumbator ... Harnessing the collective intelligence Lightweight programming models (Mash Up,...) Unique, hard-to-recreate data sources Above the level of single device The web as platform Leveraging the long tail through customer self-service … of the Social Network Services
  17. 17. Long Tail & Social Services Portal / Dailies Homepages Reach Participative Services – Blog – Social Services Volume of Content
  18. 18. From 15 Minutes of Fame to “Microcelebrity…” Everyone is a Little Brad Pitt... The phenomenon of being extremely well known not to millions but to a small group — a thousand people, or maybe only a few dozen Source: Clive Thompson, 27th Nov 07, in http://www.wired.com
  19. 19. Any Time, Any Place, Any Device ! -> Single Source – Pluri Device
  20. 20. Lightweight programming models (Remixability – Mash Up – Widgets – ...)
  21. 21. Power of The Social Network Services
  22. 22. Brand in the social channels world: (Remember) Market are conversations ! Social Communication Channels Channels Natural Habits Loss Control Source of Knowledge Brands Conversation How to make the conversation more interesting ?
  23. 23. In Other Words ... Brand Receive Transmit Mass Media Customer Transmit Receive Social Media
  24. 24. The New Influencers – 1 % Rule 100 If you get a group of people online 1 then will create content, 10 will quot;interactquot; with it (commenting or offering improvements) 89 and the other will just view it Source: The Guardian Unlimited
  25. 25. Empower The Conversation ! www.skyblog.fr
  26. 26. Tailored Advertising Solution
  27. 27. Develp your own community ! Example: Map + Pictures + Comments + …
  28. 28. Live Targeting Mass Customerization
  29. 29. Threat ? Too Obvious ! Beacon = Enable your customers to share the actions they take on your website with their Facebook friends.
  30. 30. Mass & Social - UG Media Moneytization
  31. 31. Hype – Gartner Graph Belgian Communication Channels Viral Social Network Direct Mass Media email Blog PR SEO Citizen Journalism IDTV
  32. 32. As a conclusion ... • Social Networking (and especially Facebook) is definitively ―THE Hype‖ of 2007 winter – When will it reach is plateau of Productivity ? – Privacy ? • Social Networking need & empower the web applications development • Social Networking marketing is about communicating, not advertising – We have to act appropriately following the social rules of the network • Mass & Social Media are equal part of the conversation. The art will be, as usual, in the mix !
  33. 33. Hugues Rey hugues.rey@be.initiative.com Mobile : +32 496 26 06 88 Fixed Line : +32 2 464 93 61 Messenger : hugues@live.be Skype : Yugsxiii Second Life avatar : Yugs Bournemouth Thanks for listening !

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