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New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
New Media Presentation - part 2 (The Effect on Business)
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New Media Presentation - part 2 (The Effect on Business)

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Second part of our presentation 'New Media for Marketing and Business Managers'. In this part we show the influence of New Media on business, provide a few famous cases and end with two tools managers …

Second part of our presentation 'New Media for Marketing and Business Managers'. In this part we show the influence of New Media on business, provide a few famous cases and end with two tools managers can use to track their brands in the new media universum. Chewck out our website at www.digiredo.nl

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Transcript

  • 1. • Brand Authenticity • User & Employee Generated Content • Blogging • Podcasting • Niche marketing • Co creation • Tools
  • 2. Brand Authenticity Get real!
  • 3. People trust people 70% Academic 62% Doctor or similar 62% 61% 60% Person like yourself/peer 61% 55% 51% 50% Financial Analyst 58% NGO Rep 58% 40% Accountant 53% 33% 30% Lawyer 36% Regular employee 33% 20% CEO 29% 10% Union 19% Entertainer 17% 0% PR person 16% 2003 2004 2005 2006
  • 4. Nothing new here... Word-of-Mouth (WOM) is 7x more effective than newspaper advertising, 5x 1955 stronger than a personal sales pitch and 2x as effective as radio advertising 36% of surveyed consumers reported learning of an innovation through word-of- 1967 mouth, while 48% reported being influenced by WOM when making a purchase decision 2001 Diffusion studies found that WOM is 10x more effective than media advertising 61% trust other people like themselves (as media) - Edelman Trust Barometer, 2006 2006 Source: FUTURELAB
  • 5. The JetBlue Story Low Carrier Airliner Company Values: ‘Caring’ Raving customers reviews Expanding rapidly
  • 6. The JetBlue Story February 2007 Ice storm Eastern US Cancellation by many airliners Not JetBlue
  • 7. The JetBlue Story Problems dragged on Saturday 23% of flights cancelled Nine airplanes full of angry passengers waited for 6 hours Took two days to recover
  • 8. The JetBlue Story Not sufficiently trained people Low cost communication system Reservation system overwhelmed
  • 9. Dove Cosmetic products Trend: authenticity Why only beautiful people? What is beautiful anyway? Everybody!
  • 10. Let’s be authentic
  • 11. The ad posted on YouTube created three times as many hits to the Dove website than a Super Bowl ad.
  • 12. Of course, the community reacts
  • 13. How to control your brand? T In a world where millions ’of people have N DO zillions of conversations about it? U YO
  • 14. User Generated Content Let’s tell everybody
  • 15. Please cancel my account Internet Service Providers notorious for their helpdesk Getting in, no problem But getting out....
  • 16. Meet Vincent
  • 17. Vincent wants to cancel his AOL account
  • 18. And this is his story...
  • 19. Employee Generated Content Let’s tell our customers (and CEO)
  • 20. Microsoft had a problem Antitrust in US and Europe Linux, Google, Apple Severe image problem Developers were abandoning ship No developers, no future
  • 21. Lenn Pryor had a idea together with 4 colleagues that would upset management severely....
  • 22. Lenn was afraid ...of flying Until a pilot showed him the cockpit and explained the ins and outs of the airplane How would that translate to Microsoft?
  • 23. Show them the kitchen Team of five Armed with camcorders Turn them loose in the organization Interview engineers Post clips unedited on an external site Channel 9
  • 24. And then you launch With a video, entitled: ‘Windows is not the most important Operating System’
  • 25. Of course, the sh*t hits the fan “Who told you you could do this?” “Do you know our shareholders can sue us over this?” “Who do you think you are?” Probably 10-15 near-death experiences
  • 26. But in reality Channel 9 hottest talk of the town Makes Microsoft look visionary Goal: re-establish MS as a cool and progressive enterprie that appeals to customers, investors and top job prospects
  • 27. Dell Hell A blogger’s paradise - A corporate nightmare
  • 28. How to react?
  • 29. If you can’t beat them...
  • 30. Podcasting Everybody is a broadcaster
  • 31. Talking about niche Shotgun? No thanks, I prefer my sniper rifle
  • 32. Co creation Advertisement agencies are dead
  • 33. Crew: 5 people Total production time: 4 days Age: < 22 years Budget: $12.75
  • 34. Some tools Do It Yourself Tracking & Tracing
  • 35. What is said? www.technorati.com
  • 36. How much is said? www.blogpulse.com
  • 37. Wonder what happened here...
  • 38. $ 1,500,000,000 value of buzzing ‘advertising’
  • 39. Some lessons
  • 40. Trends towards ‘Real People, Real Stories’ People trust people, not corporations
  • 41. It’s becoming more difficult to ‘control’ your brand The brand can speak back!
  • 42. Technology results in power shifting to the crowd Give us the power, and we’ll use it
  • 43. You can start a conversation with your customers It’s easy, nowadays
  • 44. Niche marketing is for real and can now be targeted more easily The long tail in optima forma
  • 45. Traditional media production and consumption is going to change, radically And most agencies have no clue what to do about it

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