5 Myths of Social Computing & Marketing 2008

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  • + guest1301c7 guest1301c7 7 months ago
    Thanks, indeed - looking forward to Part II!
  • + cortesro Eduardo Cortes 8 months ago
    Thanks for your knowledge, I have been learning form your presentation Myths of Social Computing
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5 Myths of Social Computing & Marketing 2008 - Presentation Transcript

  1. 5 Myths about Social Computing & Marketing Presented to the AAAA Kansas City Council Board of Governors November 6, 2008 Carlen Lea Lesser, Associate Director Interactive Strategy
  2. Social Computing
    • Definition: A social structure in which technology puts power in communities, not institutions. 1
    • Three tenets define social computing:
      • Innovation from the bottom up
      • Value experience over ownership
      • Power in communities, not institutions
    • Forrester's Social Computing Report. Charlene Li. Groundswell, February 17, 2006. http://blogs.forrester.com/charleneli/2006/02/forrsters_socia.html. [4/17/2008]
    • Ibid
    “ Technologies will come and go, but the power built on the relationships created by social computing will endure.” 2
  3. 5 Myths about Social Computing and Marketing
  4. Myth: Social Computing is a Niche Activity E-mail IM & Chat Feedback Blog & V/Podcast Media Sharing Building Integrated Social Network Freestanding Social Network Virtual Worlds Forums UGC
  5. Myth: Only a few People are Involved in Social Computing Source: North America Technographics Media and Marketing Online Survey, Q2 2008; Forrester Research 21% 37% 19% 35% 69% 25% 75% of Adults are involved in some form of Social Computing
  6. Myth: Only Millennials are into Social Computing Base: US online adults Consumers can belong to multiple categories Source: North American Social Technographics® Media And Marketing Online Survey, Q2 2008 38% 28% 24% 16% 10% Inactives 59% 68% 71% 75% 80% Spectators 11% 24% 33% 53% 74% Joiners 11% 17% 21% 25% 27% Collectors 28% 36% 39% 42% 49% Critics 11% 16% 22% 29% 38% Creators Older Boomers 55+ Young Boomers 45-54 Gen-X 35-44 Gen-Y/X 25-34 Gen-Y 18-24
  7. Myth: It Doesn’t Matter if your Audience are “Inactives” Social Computing Brand? Gov / NGO Other Ads
  8. People use Google for Navigation, not Just Discovery Paying for Navigation: The Impact of Navigational Behavior on Paid Search. Atlas Institute. September 2007 Social Computing Brand Ads Other
  9. Myth: Social Computing has Hit its Peak
    • Social computing is being embedded into the fabric of daily life.
  10. ? Now What? Considerations for Advertisers
  11. Planning Considerations: Life Cycle Stage
    • Where are you in the product life-cycle?
      • Introduction
      • Growth
      • Maturity
      • Decline
    • Where are you in the customer life-cycle?
      • Awareness
      • Acquisition
      • Retention
      • Advocacy
  12. Planning Considerations: Goals
    • What are your goals?
      • Build buzz
      • Educate on product benefits (prime the sale)
      • Drive deeper brand engagement (i.e. create sense of community)
      • Enhance customer service or perception of service
      • Learn from customers for product/messaging innovations
      • Lead generation (i.e. email or other data capture for later contact)
      • Push to sale
    There are specific social computing solutions that serve different goals or business challenges best.
  13. Planning Considerations: Technographics
    • Technographics
      • Mobile patterns
      • Social engagement level
      • Email preference
      • Digital communication habits
      • Digital media consumption
    Age Gender Ethnicity & Social Class Geography
  14. 5 Final Thoughts
  15. Final Thoughts
    • Social computing is mainstream, but you need to understand the culture of the site you are engaging on
    • Different demographic groups engage with social computing differently
        • Not necessarily about age
        • Socio-economics just as big a factor in technographics
    • Plan to use your assets in as many ways as possible
    • Know your tolerance for risk
    • Start with the goal, not the channel
  16. Resources
    • Cluetrain Manifesto: http://www.cluetrain.com
    • Groundswell (Blog or Book) http://blogs.forrester.com/groundswell/
    • What’s Next Blog: http://www.whatsnextblog.com/
    • Influential Marketing Blog: http://rohitbhargava.typepad.com
    • Connecting the Dots: http://www.carlenlea.com
    • Mashable: http://www.mashable.com
    • eHub: http://www.emilychang.com/ehub/
    • YPulse: http://www.ypulse.com
  17. 6 Appendix: Great Examples Social Computing Advertising
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+ Carlen Lea LesserCarlen Lea Lesser, 2 years ago

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