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 me...
instant messaging       email     social
networks chat rooms iPods
mobile phones MP3 Players
P2P networks   handheld devic...
Citizen Marketers




Community <P>articipation
• quot;Every human being is interested in
  two kinds of worlds:

• the Primary, everyday world which he
  knows through h...
1% <P>articipation Rule
• “If you get a group of
  100 people online then              1
 will create content,           1...
The 5th <P> of Marketing

• Social media makes relationships
  easier to create and maintain
  because of participation, a...
Word Of <P> Mouth

• Research firm, Big Research

 polled 15,000       people and
 asked them to rate the influence
 of me...
The 4 ‘F’s of
Citizen Marketing

• Filters
• Fanatics
• Facilitators
• Firecrackers
           (* Source: Ben McConnell an...
Filters
• The Filters are human wire services. They
  collect brand stories and then package
  this information into a str...
Fanatics
• The Fanatics are true believers and
  evangelists. They love to analyze the
  progress of a brand

• The Fanati...
Facilitators

 • Facilitators are community creators.
   Facilitators are like the mayors of
   online towns, and some onl...
Firecrackers

• Firecrackers are the one-hit wonders &
  attract considerable attention because
  they have created a song...
Citizen Content
• The people are the message because their role
  as publishers or broadcasters hoists them
  above the bo...
•the future of
 advertising is about
 engaging your
 customers as co-
 creators, rather than
 expecting them to
 passively...
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 wi...
Case Study




A Consumer Brand: RightClick
“I WANT TO BE YOUR
  PERSONAL MUSIC
     CHANNEL.”
                                 RightClickA




    and this is how i ...
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 ...
RIGHTCLICK MIXTAPE BLOG




  His channel - The RightClick Blog for reviews of their music (filter)
     & share his opini...
MIXTAPE MUSIC CHANNEL




                   His community likes his music reviews and begins to share &
activates viral W...
Fans Join Conversation
“Love them phat mixes dude, you just get it guy and keep them coming!” –
Wildcard, Singapore

“Hey ...
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.
quot;Linking is the new
currency of the Web.q...
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.
          ...
The End




quot;In today's world, you have to get
them to invite you in and agree to
interact with your brandquot;
      ...
: observers of the new world




                               b-side




   www.b-side.com.sg
   www.poolatwork.com
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Nokia Workshop

  1. Nokia Ideas, Insights & Innovation April 2007 @ Movements, Observations & Discussions
  2. : 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
  3. 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
  4. Citizen Marketers Community <P>articipation
  5. • quot;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.quot; W.H. Auden
  6. 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 *)
  7. 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 *)
  8. 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.
  9. The 4 ‘F’s of Citizen Marketing • Filters • Fanatics • Facilitators • Firecrackers (* Source: Ben McConnell and Jackie Huba *)
  10. 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 *)
  11. 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 *)
  12. 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 *)
  13. 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 *)
  14. 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 *)
  15. •the future of advertising is about engaging your customers as co- creators, rather than expecting them to passively consume. Pete Cashmore, Mashable Blog
  16. Emerging Trends The Landscape Social Media (web2.0)
  17. Music
  18. Your Personal Radio Pandora is an excellent internet radio service
  19. Chinese Pandora
  20. Chinese Pandora
  21. Well Connected ReverbNation is a social network connecting fans (fan reach), artists and venues.
  22. Music Junkies MOG is a social network aimed squarely at music junkies
  23. China Music Sketch Sketch with music, organise, tag, review
  24. I Like This... considered to be the leading musical social network by many, many users
  25. I Like This... I'm into musical voyeurism (or is it eavesdropping if there's play button?)
  26. Users Favourite considered to be the leading musical social network by many, many users
  27. Killer Recommendations Last.fm killer features that make a good service even better
  28. China Recommends 8Box and Douban have recommendation engines that learn your music tastes
  29. 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.
  30. Case Study A Consumer Brand: RightClick
  31. “I WANT TO BE YOUR PERSONAL MUSIC CHANNEL.” RightClickA and this is how i do it...
  32. MYSPACE Joins MySpace & creates his profile & builds his social network www.myspace.com/paulofpool
  33. FREE PIMP YOUR SPACE Improves his brand cool with free layouts to make more friends
  34. MYSPACE Music Reviews position his profile & online brand presence - as a music reviewer called RightClick
  35. MYSPACE Friends Makes Friends with Artist/ DJs and fans, begins online music conversation with his community
  36. MY BASIC BULLETIN Communicates with all the tools (comments, bulletins, emailing list ... ) available in MySpace and drives them to...
  37. RIGHTCLICK MIXTAPE BLOG His channel - The RightClick Blog for reviews of their music (filter) & share his opinions (fanatic & facilitator) with his community
  38. 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...
  39. 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 quot;Fire Escapesquot; mix. quot;Random, but awesome.quot; 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
  40. RIGHTCLICK’S FREE TOOLS IT USES & HOW IT LINKS EVERYTHING TOGETHER
  41. RIGHTCLICK CHANNEL
  42. FLICKR - IMAGE STORAGE
  43. SLIDE - DISPLAY
  44. PODOMATIC - MP3 STORAGE
  45. ODEO - FLASH MUSIC PLAYER
  46. TRACKS PROGRESS
  47. “Linking is a far more important phenomenon online than most people realize. quot;Linking is the new currency of the Web.quot; Jerry Murdock, Photobucket
  48. COMMERCIAL WORK Gets commercial attention & co-creates Sydus.com with his experience
  49. PERSONAL WORK Starts Personal Music Concierge Service
  50. People are using numerous digital means to communicate, and brands can and should be part of that conversation. (* Maria Mandel *)
  51. The End quot;In today's world, you have to get them to invite you in and agree to interact with your brandquot; (* Maria Mandel *)
  52. : observers of the new world b-side www.b-side.com.sg www.poolatwork.com
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