Conversation 2.0
Social Marketing and You
© 2007 frog design. confidential & proprietary. Oct 15,, 2007
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Life and death in the age of social media
Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 2

Life and death in the age of social media
Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 3

Life and death in the age of social media
Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 4

Life and death in the age of social media
http://friction.tv/debate.php?debateno=549
Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 5

Life and death in the age of social media
Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 6

Life and death in the age of social media
Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 7

Life and death in the age of social media
“The blogosphere is
wild, violent, and nasty,
and it can kill you.\"
2,600 blogs 400,000 blogs
> 1,000 inbound linkks > 20 inbound links 100,000,000
< 20 incoming links
Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 8

What’s happening?
Credibility on the Internet is no longer an exclusive domain that belongs to companies and
publishers, but now belongs to everyone who wishes to participate and engage with it.
The Social Web revolution is challenging conventional media channels, and forces companies to
re-think their traditional Marketing and Communication strategies.
Micro
Social
Viral
Transparent
Hybrid (Prosumer, Fansumer) © Geoff Livingston
Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 9

The three rules of the Cluetrain Manifesto
1. Markets are conversations.
2. Markets consist of human beings, not demographic sectors.
3. Conversations among human beings sound human. They are conducted in a human voice.
Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 10

From branding to live brands
From messages to conversations
From user-targeted to user-generated
content
From stars to social butterflies
From promoting value to creating added
value
Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 11

From branding to live brands
Democratic. In the old days the power to inform was in the hands of a few giant media
companies. Now it’s in everybody’s hands.
Real. Conversations are carried out by human beings who write and speak in their own voices,
for themselves - not just for their employees.
Curious. Humans are distinguished by their unlimited capacity to learn. This should be no less
true of brands than it is of individuals.
Attentive. In the old days, brands wanted everybody to pay attention to them. Now brands need
to pay attention to everybody else.
Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 12

The five rules of conversational marketing
1. The purpose of the conversation is to create and improve understanding and not to “deliver
messages.”
2. There is no “audience” in conversation, only partners.
3. People in conversations don’t repeat the same thing over and over – they move on.
4. Conversations are about listening and talking, not announcing.
5. Conversation is live, and constantly moving and changing.
Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 13

Elevator pitch?
…next time
I’ll take the
stairs…
…we’re an
innovation
consultancy
…
Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 14

What to talk about?
Brand’s THE BIG
BRAND Cultural
IDEAL
Best Self Trend or
Truth
© by Steve Hayden, vice chairman of Ogilvy Mather Worldwide
Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 15

What to talk about?
Cultural Trend or
Brand’s Best Self: Truth:
- Smart -Renaissance of the
- Passionate curator
- Adaptive -Convergence of digital
- Agile and physical
- Fast CREATIVE - Convergence of
BUSINESS IS
- Holistic BETTER creative disciplines,
- Wildly creative BUSINESS FOR
BRAND media, and business
- Business savvy EVERYONE functions
(SHAREHOLDERS,
- Empathetic STAKEHOLDERS, -Socially responsible
- Humanistic CONSUMERS) business
- Web 2.0
- Social Web
- Design Thinking
- Shorter product +
innovation lifecycles
© by Steve Hayden, vice chairman of Ogilvy Mather Worldwide
Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 16

The conversation DNA
Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 17

What you can do
ONLINE
Connect
Aggregate
Collaborate
Converse
OFFLINE
Meet
Greet
Present
Discuss
Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 18

What is social marketing?
Leverage the power of the social graph
Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 19

What is social marketing?
Turn business into friends Turn friends into business
Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 20

What you can do….on the web
Social Networks Blogs / Micro- Social Virtual Events Slides Audio Video Photo
Blogs Bookmarks Worlds
Facebook frogblog Digg Second Upcoming Slideshare Odeo YouTube Flickr
profile Life
Facebook CNET blog Del.ic.ious There Eventful Blogtalk Blogpiloten Zoomr
frog profile Radio
Facebook Personal blogs Stumble upon Active Eventsites Podcasts Seesmic Smugmug
Design Mind group Worlds
Facebook events Blog post Technorati Citypixel Craigslist Kyte TV Easy Share
comments
XING profile Twitter Roleo Wold of Justin.TV Dotphoto
Warcraft
XING group Jaiku Newsvine ON
Network
XING events Pownce YahoO! Videoegg
Bookmarks
MySpace Mozes Furl Vimeo
LinkedIn profile Radar Slashdot Google
Video
LinkedIn group Moodgeist Simpy
LinkedIn Questions Raw Sugar
Marketing as a Growth Champion © 2007 frog design. confidential & proprietary. Oct 15,, 2007 21

What you can do…off the web
Design Mind magazine Events Articles/Papers Workshops
Online version (English) DMI Conference Paris form B-School workshops
Online version (German) Management Forum Starnberg DOMUS DMI
Print version (English) International Design Forum SZ German Design Conference
Dubai
Deutscher Trendtag FAZ Wirtschaftswoche
German Design Conference Trendbuero Management Forum Starnberg
Mobile Mondays DMI Review
Frog Design Mind speaker series IDSA Innovation
FT Innovation Conference Kress Report
Milan Furniture Fair Horizont
Marketing as a Growth Champion © 2007 frog design. confidential & proprietary. Oct 15,, 2007 22

frog design’s conversation platform
Page & group
Speaker series
Newsletter
(online/print)
Event videos
(YouTube,
Facebook)
frogblog
Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 23

Facebook Fridays?
If everyone spent just one hour every Friday to
log onto XING, Facebook, or LinkedIn, building
their networks, connecting with people in the
community, companies would
- Hire talent
- Drive incremetal traffic to their web properties
- Generate new business
Case in point: Serena Software ($255 million
business software firm) in San Mateo, California,
launched Facebook Fridays. The idea is for
Serena’s staff of 900 (average age, 41) to spend
an hour each week on Facebook – updating their
profiles, communicating with clients and
colleagues, and recruiting for Serena.
Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 24

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