Going Native The Digital Immigrant Phenomenon


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Rob Lawson, Founder & CEO of iQuantum, and Jessica Lowry discussed “The Business of Social Media” for a recent Australian Marketing Institute seminar. This is the slides from the presentation - and include notes and videos.
Twitter, Facebook, YouTube, Myspace, LinkedIn – you may be on some or all of these social networks, or at least heard of them. iQuantum focuses solely on online marketing strategy. From finding ways of “hitting” your target audience to using social media strategies to gain valuable insights into your customers.

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  • well, it looks like great presentation, however, it has not coverted properly since slide 21
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  • There are a lot of people to thank for the compilation of this presentation. I would like to mention Charlene Li of Forrester Research - her writings and slideshares are a pervasive element of my conscious mind. I am in great debt to her contributions to the subject; along with, all the members of the Forrester team who share their insights so eloquently and freely.
    I'd also like to mention a few others who helped me shape this presentation into something succinct and topic focused.
    Shout outs:
    Thank you all for your help and support!
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Going Native The Digital Immigrant Phenomenon

  1. 1. Going Native<br />The Digital Immigrant Phenomenon<br />
  2. 2. What has been your reaction to social media?<br />
  3. 3. Does it Seem Like Everyone’s Turning Into Public Exhibitionists?<br />
  4. 4. Does Social Media Seem Like Child’s Play to You?<br />
  5. 5. Why are people sharing personal information online?<br />
  6. 6.
  7. 7.
  8. 8. Marketing to Generation X<br />“Think for yourself and question authority” <br />– Timothy Leary<br />“Unthinking respect for authority is the greatest enemy of truth.”<br />- Albert Einstein<br />
  9. 9. Would you be more or less likely to try a business you knew nothing about?<br />
  10. 10. Social media is something that is created or happens. <br /> Social media happens any time people gather online, using a common tool, to share information in a permanent form. <br />Social media is about people and relationships.<br />
  11. 11. Indian Premier League 2010 Live Coverage Through YouTube<br />
  12. 12. What are collaborative tools?<br />
  13. 13. Don’t worry, no one expects you to use everything available.<br />
  14. 14. Just use the same tools as your friends, colleagues and clients.<br />
  15. 15. Is This Technology ‘New’?<br />
  16. 16. Web 2.0 tools empower people to collaborate and share information. <br />
  17. 17. Technologies exist that help online users block out marketing and advertising. <br /><ul><li>Adblock Plus enables people to block out advertising. </li></li></ul><li>The New Age of Advertising<br />
  18. 18. Focus on Cultivating Relationships<br />
  19. 19. Strategic Product Placements<br />
  20. 20. Delta Goodrem is NOT A True Brand Ambassador<br />Kirk: "While you can keep your credibility doing endorsements (Chanel, L'Oreal) ... So Good? Sunsilk? Seriously??? Delta you are so much better than that! In my opinion it's starting to make Delta seem a little tacky and she's far from it.“<br />Karly: "The big difference between now and looking at 'old Delta' - she had a passion and strong spark for her creativity and music, now it seems like the glitz and glam ... the celeb world is the reason for (her) being in the public eye."<br />Source: www.forums.deltagoodrem.com<br />
  21. 21. Delta Goodrem is NOT A True Brand Ambassador<br />
  22. 22. 5,205,594 fans<br />17 photo albums<br />5,285 fan photos<br />5 videos<br />101 fan videos<br />
  23. 23. Consider the Lifetime Value<br /><ul><li> Percent that refer
  24. 24. Size of their networks
  25. 25. Percent of referred people who purchase
  26. 26. Value of purchases</li></ul>+ Value of purchases<br />- Cost of acquisition<br />+ Value of new customers from referrals<br />+ Value of insights<br />+ Value of support<br />+ Value of ideas<br />= Customer lifetime value<br /><ul><li> Percent that provide support
  27. 27. Frequency and value of the support</li></ul>24<br />
  28. 28. Focus on relationships, NOT technologies.<br />What kind of relationship do you want? <br />Transactional<br />Occasional<br />Impersonal<br />Short-term<br />Passionate<br />Constant<br />Intimate<br />Loyal<br />
  29. 29. Universal Sign-in<br />
  30. 30. Facebook Connect Extends<br />See what friends read/comment on<br />
  31. 31. Social Moves Into Enterprise Apps<br />Salesforce Chatter<br />LinkedIn in Lotus Notes<br />
  32. 32. Social on TV and Television Sets<br />Conversation around news events<br />Home alone watching TV? Not anymore!<br />You’re no longer passively watching television- you’re commenting with friends, asking questions, effecting the programming. <br />Foxtel integrates Facebook & Twitter<br />
  33. 33.
  34. 34. Customize Your Own Experience<br />
  35. 35. Prosumption, is a term referring to customers participation in the creation of products in an active and ongoing way.<br />
  36. 36. LEGO Empowers Customers to Build Their Own Models<br />
  37. 37. NIKE Let’s You Design Your Own Sneaker<br />
  38. 38. Products that don’t enable and invite customer participation will be discarded<br />Old-fashioned remnants of a less customer-friendly era.<br />
  39. 39. Wondering How to Get Started? Tap into New Resources<br />Develop a strategy that harnesses the wisdom of the crowd. <br />Enable businesses to problem solve product solutions by linking customers and creative talent.<br />Innovation comes from multiple sources: customers, peers and partners and individuals within an own organization is “the crowd”.<br />
  40. 40. The new Web challenges conventional assumptions that information must move from credentialed producers to passive consumers. <br />“creative class” is found everywhere, from engineering to theater, biotech to education, architecture to small business. <br /> Their choices have already had a huge economic impact. <br />In the future, they will determine how the workplace is organized, what companies will prosper or go bankrupt, and even which cities will thrive or wither. <br />
  41. 41. Why Do People Participate?<br />There are systems of value other than, or in addition to, money, that are very important to people: connecting with other people, creating an online identity, expressing oneself- and not least, garnering other people’s attention.<br />
  42. 42. An example monetizing metrics.<br />Realestate.com.au solicits reviews and ratings from it’s online community and feeds this data into myrpdata.com<br />Myprdata.com then sells this data to investors who are looking for metrics to compare potential properties and suburbs. <br />
  43. 43. The crowd is full of specialists.<br />
  44. 44. Conduct Research Surveys to a Broader Audience Right Now<br />
  45. 45. Facebook Direct Offer Engagement Ads<br />Rather than just “engaging” the user, this ad serves as lead generation.<br />
  46. 46. Dell Outlet & Twitter<br />
  47. 47. A Holistic Online Strategy: Zappos<br />
  48. 48. The Power of Viral Marketing<br /> 10,000+ cyclists flocked to the Adelaide coastal suburb of Glenelg, thanks to Twitter.<br />
  49. 49. The Dawn of a New Opportunity<br />The ‘us’ and ‘them’ mentality of traditional media is an old convention. <br />The future of marketing and advertising is an immersive consumer experience that seamlessly blends all forms of media to tell a story. <br />Through participation and communication brands are able to become apart of consumer’s daily life. <br />All content should be portable – able to exist on any type of device, and shared. <br />
  50. 50. The Dark Knight Viral Marketing Campaign<br />May 2007, 42 Entertainment began a viral marketing campaign utilizing the film's "Why So Serious?" tagline.A trans-media experiment with over 10 million participants in over 75 countries that played across hundreds of web pages, interactive games, mobile phones, print, email, real world events, video and unique collectibles. <br />
  51. 51. Thank you for your participation.<br />How to connect with us:<br />@jeslowry<br />@roblawson<br />Please join our groups on LinkedIn and Facebook: AMI: The Business of Social Media <br />