Unleashing the power of the user Exploiting mobile social networking and  user-generated content to deliver  highly-target...
First the  bad news
 
350,000 users 28,000,000  page impressions Eyevibe alone
 
They are targeting 18-24 year olds
Ubiquity first targeting second
Here comes ubiquity
Unleashing the power of the user <ul><li>Exploiting Mobile Social Networking and User Generated Content to Deliver Highly ...
Two kinds of UGC models <ul><li>UGC-powered broadcast models </li></ul><ul><li>Total communities </li></ul>
Two kinds of UGC models <ul><li>UGC-powered broadcast models </li></ul><ul><li>99% audiences in consumption mode </li></ul...
Audiences consume
Total Communities To  take part  you have to  create part
Give them something to  do together
How viral succeeds <ul><li>Speak in an authentic voice  (close the gap between creation and marketing) </li></ul><ul><li>L...
What it takes
What it takes <ul><li>A willingness to relinquish control. </li></ul><ul><li>Toolkits users can play with. </li></ul><ul><...
What it takes <ul><li>A willingness to relinquish control. </li></ul><ul><li>Toolkits users can play with. </li></ul><ul><...
Summary <ul><li>First  we need ubiquity </li></ul><ul><li>UGC-powered broadcast models and Total Community models require ...
Thanks for your time! <ul><li>David Cushman </li></ul><ul><li>FasterFuture.blogspot.com </li></ul><ul><li>[email_address] ...
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Unleashing The Power Of The User

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The presentation I was due to give at informa's Mobile Advertising in Brussells on June 23. How it may be too early to target too closely within mobile social networks

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  • The notes that accompany these slides are available here:
    http://fasterfuture.blogspot.com/2008/06/using-mobile-social-networks-to-target.html
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  • INTRO ME, ROLE, WHAT WE DO.
  • Unleashing The Power Of The User

    1. 1. Unleashing the power of the user Exploiting mobile social networking and user-generated content to deliver highly-targeted mobile advertising
    2. 2. First the bad news
    3. 4. 350,000 users 28,000,000 page impressions Eyevibe alone
    4. 6. They are targeting 18-24 year olds
    5. 7. Ubiquity first targeting second
    6. 8. Here comes ubiquity
    7. 9. Unleashing the power of the user <ul><li>Exploiting Mobile Social Networking and User Generated Content to Deliver Highly Targeted Mobile Advertising </li></ul>
    8. 10. Two kinds of UGC models <ul><li>UGC-powered broadcast models </li></ul><ul><li>Total communities </li></ul>
    9. 11. Two kinds of UGC models <ul><li>UGC-powered broadcast models </li></ul><ul><li>99% audiences in consumption mode </li></ul><ul><li>Total communities (to take part you must create part) </li></ul><ul><li>99% creators – ready to take part </li></ul>
    10. 12. Audiences consume
    11. 13. Total Communities To take part you have to create part
    12. 14. Give them something to do together
    13. 15. How viral succeeds <ul><li>Speak in an authentic voice (close the gap between creation and marketing) </li></ul><ul><li>Lose the TV envy (relevance over quality) </li></ul><ul><li>Give people tools to make it their own (that which we create, we embrace) </li></ul><ul><li>Don't bother with urls, links or 'brand messages'. (We don't do spin) </li></ul>
    14. 16. What it takes
    15. 17. What it takes <ul><li>A willingness to relinquish control. </li></ul><ul><li>Toolkits users can play with. </li></ul><ul><li>Creative users. </li></ul>
    16. 18. What it takes <ul><li>A willingness to relinquish control. </li></ul><ul><li>Toolkits users can play with. </li></ul><ul><li>Creative users. </li></ul><ul><li>2 and 3 are readily available. </li></ul><ul><li>Number 1 is down to you. </li></ul>
    17. 19. Summary <ul><li>First we need ubiquity </li></ul><ul><li>UGC-powered broadcast models and Total Community models require different approaches </li></ul><ul><li>Viral is something we do together </li></ul><ul><li>Be ready to give up control </li></ul>
    18. 20. Thanks for your time! <ul><li>David Cushman </li></ul><ul><li>FasterFuture.blogspot.com </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter.com/davidcushman </li></ul><ul><li>All images shared by the flickr community </li></ul>
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