Social Media
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Social Media






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Social Media Social Media Presentation Transcript

  • Social Media
  • Key ideas: Web2.0 and Social Media
    • Social media—new type of media to communicate with and ways to share information (blogs, podcasts, vodcasts, wikis, RSS feeds)
    • Social media are more engaging than other types of communication, and include interactivity and multimedia. Enable self-presentation, sharing of personal information and knowledge/opinion, access to network of contacts
    • Number of large companies use social media for internal communications, some also for research
    • Some employee communities on Facebook—arrange meetings and work through this channel (MorganStanley)
    • Social media driven by: self-presentation and social networks (affiliations, knowledge, sharing)
  • Web 1.0 and Web 2.0 content and social models Source: Ovum
  • Social media
    • The “lingo” explained
    • Podcast  audio broadcast to PC, MP3 player or mobile
    • Blog  web diary or commentary
    • Wikis  website that allows visitors to add, remove, edit, and change content
    • RSS  delivery mechanism for news, blog updates and podcasts
    • Social bookmarking  sharing links, tags, and contacts
    • Social networking  Facebook, MySpace, Xing etc.
    • YouTube  video sharing website, user-uploaded content
    • Second Life  online virtual world (advanced social networking, virtual meetings, different user interactions, e.g. Sales)
  • Why so popular?
    • Benefits and features
    • Social networking : Interaction and easier access to contacts/experts (access to expertise for problem solving through visible social networks)
      • Knowledge sharing and knowledge management (thru social networks)
      • Strong incentive to contribute because payback is high—getting a lot of value from seeing other people’s bookmarks/links/contacts
    • Blogging : sharing information
    • Wikis : readers can publish and information, effective collaboration, shareable content
    • Social bookmarking : tagging and connecting types of info, searching by themes and popularity
    • O ther social media tools : Yelp, Flickr,
    • Research: Digg, tailrank, Technorati,
    Facebook Second Life Twitter LinkedIn http:// del . icio . us / YouTube Lots of our colleagues are there already!
  • VF Group already offers social media platforms
    • Wikis
    • Blogs
    • http:// wiki .vodafone. com /display/ blogvfwikiapp /2007/09/28/Mobile+ Enable + your + Blog %21
    • Podcasts and webinars
    • About social media
    • Collaborative environment
    • http:// aspen .vodafone. com / aspen / lang -en- gb /management/ACC_ Collaboration . asp ? UserMode =0
    • Research and Development
    • Interesting products for customers
  • Use in consumer research and insights
    • Benefits and features
      • Research
        • Cheap and engaging data (e.g. online surveys in Facebook, “observation” or qualitative content analysis)
        • Access to multimedia perspective from respondents’ lives (photo, video, audio, chat, blogs)
        • Data from situations/environments otherwise not accessible by research
        • Real-time as well as delayed contact
      • Insights
        • Wikis for trends and key insights, with links to source materials, editable by users
      • Innovation
        • Creative jam sessions/idea bank (e.g., IBM “ThinkPlace: every employee can be an innovator”, also Nokia, Random House, Boeing)—both online and face-to-face events
        • Online repository and exchange of ideas  culture of collaboration and interaction across silos is essential for innovation (7.000 ideas posted, 430 picked up, dedicated to a manager for exploration and execution)
  • Use in consumer research
    • EasyJet
    • Set up a company-branded account on MySpace
    • Gathered 4.000 “friends”—viral effect
      • Access to their profiles, lifestyle, online interaction for research
      • Brand support and awareness spreading through personal networks
    • Microsoft
    • Public forum—feedback on beta versions of products
    • Geek dinners—bloggers invited for discussions
  • Books to read
    • The Cluetrain Manifesto
    • Idea of markets as conversations. New direction for marketing.
    • “ A powerfulglobal conversation has begun. Through the internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.”
    The Wisdon of Crowds Aggregation of information from many sources and gathering together independent opinions  very productive approach The Long Tail Why the Future of Business is Selling Less of More  Individual customization