Social Media: Maturing Fast
David Pullan 14th October 2008




                                 www.isobar.net
Why Never Ending Friending Poland?
                A Global Phenomenon, Localised




122m                     10.8m

   3...
‘It used to be that if you spent time in front of the
 computer as a kid you were missing out on life...
Now, there’s the ...
From
Information and Productivity
                                    An Evolution


          To People and Community



...
Allows us to Think About Consumer Interactions with our Brands
                                  Online Across Three Space...
What is the value of these Interactions?




                                                     ‘Milton Friedman was wro...
Time shows the true value of consumer interactions across the Social Media space




                                     ...
Challenge is to Create integrated campaigns across the Network that unlock the
                         Social Space and t...
Unlocking the Social Media Spaces
ABC1 Male, into fine Wine and Food, Young British Artists and modern
                                                     ...
Social Networks Super-Organise users around Passions and Interests




  Social Networks
  Organise people
around their ‘N...
This isn’t about the number of contacts someone has...it’s about deep
          networks around interests, passions and, u...
This has created the environment for a proliferation of diverse social networks that
                                     ...
jotta.com                     totspot.com
London based community for                                       fuzzster.com
  ...
Fortunately for us, the key to unlocking any one of these communities is the same:
                               The bran...
Relevant Value Means Moving Beyond Social Media Marketing Cliches




           The
Social
Network
Page
 1         The
off...
Towards...Value Creation



Downloads, tools and viral elements that deliver on the brand

                               ...
Value Creation: icoke.cn
Client: Coca-Cola China - iCoke.cn
Brief
Create an online community connecting the brand
with you...
Value Creation: adidas

                      Impossible Is Nothing                                   Originals
  Instant ...
EA: Realising a Dream

        Discover unsigned band in the US and Europe

 Aligns with the brand promise: Music Key to B...
Creating Reasons to Talk

Activating C2C Communications allows us to move from a traditional Linear to a
                 ...
Current Market Strategies
Will Niche Destroy Mass?
The Cable vs Network Battle
The Social Media Market is Not a Zero-Sum Game
Between the Co-Existence of the Big Players and Niche Sites
The big global sites are, however, staking out clear territories moving forward
lighthouse image and facebook logo
image of kids at olympics and qq logo
What Next?
Mobile will bring a whole new dimension to Social Networking
Shifting from daisy chained links to the deep networked
                              connections we see online
Mobile Delivering Relevance and Context to Connections
Breaking the tether between consumer and place (computer)
The Whale




http://www.youtube.com/watch?v=RJYQNzJlqXE
This is Gene   This is Laura
In Summary



                          Adding Relevant Value

Find where your target consumers are spending time, their p...
Thank you




            http://www.youtube.com/watch?
            v=nrlSkU0TFLs
Never Ending Friending (Polska)
Never Ending Friending (Polska)
Never Ending Friending (Polska)
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Prezentacja wyników badania Never Ending Friending, Rewolucja w komunikacji, październik 2008, Social Media: Maturing Fast, David Pullan, Isobar

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Never Ending Friending (Polska)

  1. 1. Social Media: Maturing Fast David Pullan 14th October 2008 www.isobar.net
  2. 2. Why Never Ending Friending Poland? A Global Phenomenon, Localised 122m 10.8m 3.5m 7m 10.3m 145m
  3. 3. ‘It used to be that if you spent time in front of the computer as a kid you were missing out on life... Now, there’s the very real possibility a child could be missing out on life by not being in front of their computer’ The Guardian, October 2007 http://www.flickr.com/photos/mr_biggs/215592583/ 79%
  4. 4. From Information and Productivity An Evolution To People and Community Consulting & Training | Creative Concept & Production | Digital Marketing & Media Strategy
  5. 5. Allows us to Think About Consumer Interactions with our Brands Online Across Three Spaces Paid For Brand Social
  6. 6. What is the value of these Interactions? ‘Milton Friedman was wrong...’ Chris Anderson, Editor, Wired The Digital Economy is not Governed by Money, but by Time In the digital economy price no longer allocates consumer consumption, time does
  7. 7. Time shows the true value of consumer interactions across the Social Media space Paid For Brand Social facebook users spend an average of 23.7 minutes a day on the site compared to 4.4 minutes on Google
  8. 8. Challenge is to Create integrated campaigns across the Network that unlock the Social Space and the time spent by consumers within it
  9. 9. Unlocking the Social Media Spaces
  10. 10. ABC1 Male, into fine Wine and Food, Young British Artists and modern French Cinema We love to pigeon-hole consumers into ‘buckets’ based on socio- economic factors that we can then ‘target’... It’s an inexact science
  11. 11. Social Networks Super-Organise users around Passions and Interests Social Networks Organise people around their ‘Needs’. Buckets leak!
  12. 12. This isn’t about the number of contacts someone has...it’s about deep networks around interests, passions and, ultimately, content
  13. 13. This has created the environment for a proliferation of diverse social networks that cater to a wide range of interests ‘The Long Tail’ of Social Networking has been driven by consumers and the proliferation of services tailored to specific interest groups rather than technological change in the past year
  14. 14. jotta.com totspot.com London based community for fuzzster.com New York based Social Network people in arts, design and for cats and dogs for mums and babies communication
  15. 15. Fortunately for us, the key to unlocking any one of these communities is the same: The brand must add relevant value to the community
  16. 16. Relevant Value Means Moving Beyond Social Media Marketing Cliches The
Social
Network
Page 1 The
offence:
In
2006
every
brand
had
to
have
a
MySpace
page;
now
they
have
an
equally
 urgent
need
for
a
Facebook
page.
The
result
is
usually
the
equivalent
of
an
online
ad
hidden
 within
the
vast
reaches
of
a
social
network The
Social
Network The
offence:
Why
have
a
Facebook
page
when
you
can
have
a
Facebook?
Problem
is,
social
 2 networks
don't
create
brand
passion
‐‐
they
can
only
leverage
passion
that
already
exists. Mark Cregar. www.emergingmarkeMng.blogspot.com.
  17. 17. Towards...Value Creation Downloads, tools and viral elements that deliver on the brand Featuring
a
mash‐up
of
Google
Maps,
iTunes,
Flickr
 and
TwiOer
 The
site
fosters
community
building
through
user‐ generated
content
capabiliMes
that
help
runners
 connect
with
other
runners
and
share
their
running
 experiences.
Goruneasy.com
leverages
exisMng
tools
 and
behaviours
to
create
a
running
experience
where
 visitors
can
easily
map
out
and
share
favourite
 running
routes,
post
snapshots
of
sights
to
take
in
 while
on
a
run,
upload
music
playlists,
and
join
 discussion
groups. Results:
Within
3
months,
16,000
registered
users
 from
over
50
countries,
9,000
runs
uploaded
and
 over
1,000
pieces
of
content
submiOed
via
mobile
  18. 18. Value Creation: icoke.cn Client: Coca-Cola China - iCoke.cn Brief Create an online community connecting the brand with youth passion points and linking online entertainment behavior with the sales of product via a pin-code redemption system Create an actionable database of millions of users so that Coke can have better precision marketing and uncover insights. Execution A virtual 3-D iCoke city was built by wwwins China to reveal different consumer interactive experience focusing on gaming, instant messaging, blogging and hompy. A prize redemption center with special virtual and physical items are created with pin-code enabled loyalty program. Early Results A million registered users in the first two weeks with messages on the package only. 10 million registered users after launching the platform for 11 weeks. 60% + return visitors per day http://www.icoke.cn
  19. 19. Value Creation: adidas Impossible Is Nothing Originals Instant Messenger (IMvironments) • Driven by promotional media, sender-to-recipient Widget to seed 5 adidas Originals Films, exclusive endorsement, or virtual word-of-mouth of the merchandise, offers and films from Original talent customized environment message including Mark Gonzales and Theo Parrish • 864,090 users adopted the adidas theme Over 200,000 downloads • 1,020,908 user initiated actions (emoticons, Over half a million Fans! video plays, animated gifs) MSN Messenger Custom Background User Initiated Winks adidas Logo Avatar AIM Custom Background Yahoo! Messenger User Initiated Video Custom Background adidas Logo Avatar IM window Wallpaper
  20. 20. EA: Realising a Dream Discover unsigned band in the US and Europe Aligns with the brand promise: Music Key to Burnout Property Participation and personalisation key to success: Partnered MySpace EA Burnout Bandslam
  21. 21. Creating Reasons to Talk Activating C2C Communications allows us to move from a traditional Linear to a Non-Linear Marketing Model with Multiple Entry Points Consumers able to ‘pull’ other Traditional Model consumers in at any point through the purchase funnel awareness knowledge comprehension conviction action
  22. 22. Current Market Strategies
  23. 23. Will Niche Destroy Mass? The Cable vs Network Battle
  24. 24. The Social Media Market is Not a Zero-Sum Game Between the Co-Existence of the Big Players and Niche Sites
  25. 25. The big global sites are, however, staking out clear territories moving forward
  26. 26. lighthouse image and facebook logo
  27. 27. image of kids at olympics and qq logo
  28. 28. What Next? Mobile will bring a whole new dimension to Social Networking
  29. 29. Shifting from daisy chained links to the deep networked connections we see online
  30. 30. Mobile Delivering Relevance and Context to Connections
  31. 31. Breaking the tether between consumer and place (computer)
  32. 32. The Whale http://www.youtube.com/watch?v=RJYQNzJlqXE
  33. 33. This is Gene This is Laura
  34. 34. In Summary Adding Relevant Value Find where your target consumers are spending time, their passions and interests Understand clearly what your brand uniquely offers to your consumer Leverage this to add value to your consumer within their community of interest Giving them utility and value relevant to their environment and Social Currency they can share with their friends Activating the Momentum Effect
  35. 35. Thank you http://www.youtube.com/watch? v=nrlSkU0TFLs
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