Present & Future of Marketing - Disruption: Social Media vs Social Networks = OPEN BUSINESS


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Present & Future of Marketing - Disruption: Social Media vs Social Networks = OPEN BUSINESS

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Present & Future of Marketing - Disruption: Social Media vs Social Networks = OPEN BUSINESS

  1. 1. PRESENT & FUTURE OF MARKETING - DISRUPTION:SOCIAL MEDIA vs SOCIAL NETWORKS = OPEN BUSINESSDinis Guarda Writer, Author & Entrepreneur, guest Lecturer CBS, Founder, Head of Comms & Marketing Ninety10Group | @dinisguarda
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  5. 5. “You don’t obsess about being “on message.”You don’t break the bank with expensive advertising.You don’t beg mainstream media to write about you.Instead, you tell your story directly to an interested market!” 5
  6. 6. individual Business Company and companies have to be #openbusines
  7. 7. business PersonHow? with technology!
  8. 8. Present: Post consumer Prosumer Era (David Armano) 8
  9. 9. “Big world-changing ideas have had three cycles. The first cycle was that you could change the world by building a factory the way Henry Ford did. If you could put productive people to work and make money producing something that made change, then people like Henry Ford and Andy Grove could cause world-changing things to occur. The second cycle had to do with advertising and TV and media and promotion. The idea that if you talked about an idea enough and pushed it on people enough, it could change the world. The third idea, the one that I think is really available to a large number of people now without a lot of resources, is this idea of finding and connecting like-minded people and leading them to a place they want to go. You canuse Barack Obama as an example, but you can also use Blake Mycoskie of Tom’s Shoes. The internet means geography isn’t so important, so if you can find the 1,000 or 5,000or 50,000 people out there who want to make a certain kind of change and can connectthem and show them a path, they want to follow you. And you can use that tribe, that group of people, to make change that matters.” Seth Godin, TED Interview: Author Says People, Not Ads, Build Social Networks 9
  10. 10. Online landscape: shift from web 1.0 to 2.0 in 10 years August 2005: 19.2 billion web pages indexed by Yahoo 70,392,567 Websites 273 approximate number Web pages website February 2007: 108,810,358 distinct websites 29.7 billion Web pages in the world (Info: Netcraft Web Server Survey) 10
  11. 11. Websites: February 2011 284,842,077 sites, 1,8 Billion Users Source: 11
  12. 12. social network = social structure = individuals /organizationsA social network is a social structure made up of individuals (or organizations) called"nodes", which are tied (connected) by one or more specific types of interdependency, suchas friendship, kinship, common interest, financial exchange, dislike, sexual relationships, orrelationships of beliefs, knowledge or prestige. 12
  13. 13. “(..) breaking the rules and creating new roles in traditional functional areas.Using maverick, non-traditional approaches to access and engage a multiplicity ofaudiences, communities and thought leaders online, PR people are realizing newvalue, influence and outcomes. Were now in a content-rich, Internet-driven worldand David Meerman Scott has penned a valuable treatise on how marketing-mindedPR professionals can leverage new media channels and forums to take their storiesto market. No longer are PR practitioners limited in where and how they directtheir knowledge, penmanship and perception management skills. The Internet hasmultiplied and segmented a wealth of new avenues for directly reaching andactivating key constituencies and stakeholders. A good book well worth the read byall marketing mavens and aging PR flacks.”Donovan Neale-May, Executive Director, CMO Council 13
  14. 14. Social Media Vs Networking Ecossystems 14
  15. 15. Humans reaching humans through Technology 15
  16. 16. Models = building networks= RO(n)I 16Source:
  17. 17. Business = building networks 17
  18. 18. The Long tail – Chris Anderson 18
  19. 19. Social Media + Networks: Community cycle 19
  20. 20. Web 2.0: Search + Social Media Landscape and Influence Source: David Armano
  21. 21. How a Social media works 21
  22. 22. “Success requires definition based on intentions, goals, and mutualvalue…across the organization from the top down, bottom up, inside out andoutside in. Success is defined departmentally and also at the brand level.And, success is tied to desirable actions and outcomes. And, as we’vealready established, it’s impossible to measure the ROI for something if wehaven’t first established the R (Return) or the I (Investment). No amount ofnew acronyms will change this yet we see new terms introduced as if we’vealready given up on defining ROI; Return on Engagement (ROE), Return onParticipation (ROP), Return on Listening (ROL), Return on Fluid Listening(ROFL – yes it’s a joke), Return on ignorance (The new ROI). In the end,everything carries cost and effect.”Brian Solis 22
  23. 23. Ideal Content FlowMessaging storyteller, curated businesses
  24. 24. Ideal Content FlowMessaging storyteller, curated businesses, definition
  25. 25. Messaging storyteller, Flow businesses: reach Ideal Content curated
  26. 26. •Web and Social Media necessary customised Strategy•I am a brand and a Media•Companies as Media•Globalization, technology, Internet, business, localisation•Web, online marketing, social media the holistic effect!•The future of business, financial and investment Industry•Personal development and how to use the web to brand and optimise yourself•Creative subjects: writing, literature, thinking, arts, photography, video•From consumer to prosumer: post consumer era new music•Emotional Society in a (dis)order Social Media landscape•Digital Social Media Zeitgeist•The web the contemporary Oracle of civilisation, replacing the Forum of ancient Rome•Globalisation, web and technology the bridges to understand the world 26
  27. 27. •Building a Social Media Machine and strategy•The SWOT analysis of businesses in a Social Media landscape•Corporations and Social Media – Internal and External challenges•Localisation, businesses and being local in global Digital Anthropologies•Offline Marketing and Online Marketing – it is all the same!•Old Media and New Media it is all a Natural (R)Evolution•Trust the currency of businesses in a digital social media world•SEO the currency background of the web•From SEO (Search Engine Optimisation) to Total Web Optimisation•Web 2.0, PR2.0 and Content 2.0: the keys to unlock communication & business•Creating, Curating & distributing content – strategies & need for business•Mapping an audience &… influencing it! Secrets and Mysteries!•The tiny borders between Success and Failure•Analytics and measuring the unmeasured•Video, Gaming and Virtual realities – Getting Closer to Reality 27
  28. 28. “I didn’t see it then, but it turned out that getting fired from Apple was the best thing that could have ever happened to me. The heaviness of being successful was replaced by thelightness of being a beginner again, less sure about everything. It freed me to enter one of the most creative periods of my life.” Steve Jobs, CEO, Apple
  29. 29. Messaging storyteller, Flow businesses: reach Ideal Content curated
  30. 30. Ideal Content FlowMessage: curation, creation, consumption
  31. 31. Remember most of the times it’s never what you do the thing that counts, it’s mostly the way that you do it and the way you putyourself on it without expecting anything and getting read of ego or need to get compliments or thank you. Do things and excel in what you are passionate for. And manage properly your will, storytelling (and technology!). “You don’t need more time …you just need to decide.” Seth Godin 31
  32. 32. Thank You!Dinis GuardaWriter, Author and 32