Nokia Ideas, Insights & Innovation
April 2007
@
Movements, Observations & Discussions

: observers of the new world
we explore the cultural
behavior on how people create, b-side
consume & share media across
the globe & how these social
media communities & networks
are transforming the marketing
and media world today

instant messaging email social
networks chat rooms iPods
mobile phones MP3 Players
P2P networks handheld devices digital
video recorders video
games game consoles next b-side
generation communities blogs vlogs,
virtual worlds online
gaming web and mobile
TV

Citizen Marketers
Community <P>articipation

• \"Every human being is interested in
two kinds of worlds:
• the Primary, everyday world which he
knows through his senses, and
• a Secondary world or worlds which he
not only can create in his
imagination, but which he cannot stop
himself creating.\"
W.H. Auden

1% <P>articipation Rule
• “If you get a group of
100 people online then 1
will create content, 10
will interact & <P> and
the other 89 will just
view it”
(* Source: The Guardian Unlimited *)

The 5th <P> of Marketing
• Social media makes relationships
easier to create and maintain
because of participation, and
participation is the
future of marketing
(* Source: Peter Kim, Forrester Research, advocates that participation be added to
the well-established four Ps of marketing (produce, price, place and promotion *)

Word Of <P> Mouth
• Research firm, Big Research
polled 15,000 people and
asked them to rate the influence
of media on their decision
making.
• WOM (Social Networking) was # 1.

The 4 ‘F’s of
Citizen Marketing
• Filters
• Fanatics
• Facilitators
• Firecrackers
(* Source: Ben McConnell and Jackie Huba *)

Filters
• The Filters are human wire services. They
collect brand stories and then package
this information into a stream of
observations.
• Filters maintain a steady objectivity
like traditional news, but some Filters
cross over into analysis.
• Their work could be called amateur brand
journalism.
(* Source: Ben McConnell and Jackie Huba *)

Fanatics
• The Fanatics are true believers and
evangelists. They love to analyze the
progress of a brand
• The Fanatics praise great work -- but
they will also criticize mistakes in
full view of the world
• Fanatics want to contribute and add
value, they want to contribute and
often do so, even if the company isn't
listening
(* Source: Ben McConnell and Jackie Huba *)

Facilitators
• Facilitators are community creators.
Facilitators are like the mayors of
online towns, and some online communities
exceed the populations of small cities
• Facilitators create online communities
mostly for fans to connect with other
fans and offer support
• The size or demographics of some
Facilitator-created communities becomes
attractive enough to interest advertisers
(* Source: Ben McConnell and Jackie Huba *)

Firecrackers
• Firecrackers are the one-hit wonders &
attract considerable attention because
they have created a song, animation,
video, or novelty that generates a lot
of interest
• They may disappear as quickly as they
arrived, the Firecrackers can have a
measurable impact on a slice of culture
or business
(* Source: Ben McConnell and Jackie Huba *)

Citizen Content
• The people are the message because their role
as publishers or broadcasters hoists them
above the boundaries that one-way media
communicators have erected around themselves
• They are not the balcony standers of one-way
media, concealed behind walls of
organizational privacy.
• Participation is their medium and their
platform.
(* Source: Ben McConnell and Jackie Huba *)

•the future of
advertising is about
engaging your
customers as co-
creators, rather than
expecting them to
passively consume.
Pete Cashmore, Mashable Blog

Emerging Trends
The Landscape
Social Media (web2.0)

Music

Your Personal Radio
Pandora is an excellent internet radio service

Chinese Pandora

Chinese Pandora

Well Connected
ReverbNation is a social network connecting fans (fan reach), artists and venues.

Music Junkies
MOG is a social network aimed squarely at music junkies

China Music Sketch
Sketch with music, organise, tag, review

I Like This...
considered to be the leading musical social network by many, many users

I Like This...
I'm into musical voyeurism (or is it eavesdropping if there's play button?)

Users Favourite
considered to be the leading musical social network by many, many users

Killer Recommendations
Last.fm killer features that make a good service even better

China Recommends
8Box and Douban have recommendation engines that learn your music tastes

China...
If China follows the global
social networking market trends,
the chinese social networking
eco-system will spawn a whole
list of local widget based add-
ons to supplement the growing
desire for the 2nd largest
internet population to express
itself.

Case Study
A Consumer Brand: RightClick

“I WANT TO BE YOUR
PERSONAL MUSIC
CHANNEL.”
RightClickA
and this is how i do it...

MYSPACE
Joins MySpace & creates his profile & builds his social network
www.myspace.com/paulofpool

FREE PIMP YOUR SPACE
Improves his brand cool with free layouts to make more friends

MYSPACE Music Reviews
position his profile & online brand presence - as a music reviewer called RightClick

MYSPACE Friends
Makes Friends with Artist/ DJs and fans, begins online music conversation with his community

MY BASIC BULLETIN
Communicates with all the tools (comments, bulletins, emailing list ... )
available in MySpace and drives them to...

RIGHTCLICK MIXTAPE BLOG
His channel - The RightClick Blog for reviews of their music (filter)
& share his opinions (fanatic & facilitator) with his community

MIXTAPE MUSIC CHANNEL
His community likes his music reviews and begins to share &
activates viral WOM with embed codes on their own profiles & fans <P> & join the conversation...

Fans Join Conversation
“Love them phat mixes dude, you just get it guy and keep them coming!” –
Wildcard, Singapore
“Hey man, caught the nod to the \"Fire Escapes\" mix. \"Random, but
awesome.\" Shit, that's exactly what I'm going for. I want that on my
tombstone, man. Thanks, as always, for helping spread the word. Always
hitting your site for new stuff to hear,” – Bridge & Causeway, New York
“nice sound paul!! i'm a fan of ya blog!!!! big up from berlin, pow!
pow!! pow!!!” – Adam Port, Berlin
“Eh your mixes are wadda wadda wicked...” – Belle, UK
“Yo, where are the dubs man? My body is reacting different lately!” –
IDN, Hong Kong
“Yo Dude! Wicked…” – DJ Mikey Mike, Phuket, Thailand
“I was wondering, how can I get one of my mixes on Rightclick?” – Joe
Fatlip, Hawaii

RIGHTCLICK’S
FREE TOOLS IT USES &
HOW IT LINKS EVERYTHING
TOGETHER

RIGHTCLICK CHANNEL

FLICKR - IMAGE STORAGE

SLIDE - DISPLAY

PODOMATIC - MP3 STORAGE

ODEO - FLASH MUSIC PLAYER

TRACKS PROGRESS

“Linking is a far more
important phenomenon
online than most
people realize.
\"Linking is the new
currency of the Web.\"
Jerry Murdock, Photobucket

COMMERCIAL WORK
Gets commercial attention & co-creates Sydus.com with his experience

PERSONAL WORK
Starts Personal Music Concierge Service

People are using numerous digital
means to communicate, and brands can
and should be part of that
conversation.
(* Maria Mandel *)

The End
\"In today's world, you have to get
them to invite you in and agree to
interact with your brand\"
(* Maria Mandel *)

: observers of the new world
b-side
www.b-side.com.sg
www.poolatwork.com