Social Media
Key ideas: Web2.0 and Social Media <ul><li>Social media—new type of media to communicate with and ways to share informatio...
Web 1.0 and Web 2.0 content and social models Source: Ovum
Social media <ul><li>The “lingo” explained </li></ul><ul><li>Podcast   audio broadcast to PC, MP3 player or mobile </li><...
Why so popular?  <ul><li>Benefits and features </li></ul><ul><li>Social networking : Interaction and easier access to cont...
<ul><li>O ther social  media  tools :  Yelp, Flickr, Upcoming.org  </li></ul><ul><li>Research: Digg, tailrank, Technorati,...
VF Group already offers social media platforms <ul><li>Wikis </li></ul><ul><li>http://wiki.vodafone.com/display/blognewipw...
Use in consumer research and insights <ul><li>Benefits and features </li></ul><ul><ul><li>Research </li></ul></ul><ul><ul>...
Use in consumer research <ul><li>EasyJet </li></ul><ul><li>Set up a company-branded account on MySpace </li></ul><ul><li>G...
Books to read <ul><li>The Cluetrain Manifesto </li></ul><ul><li>Idea of markets as conversations. New direction for market...
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Social Media

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Social Media

  1. 1. Social Media
  2. 2. Key ideas: Web2.0 and Social Media <ul><li>Social media—new type of media to communicate with and ways to share information (blogs, podcasts, vodcasts, wikis, RSS feeds) </li></ul><ul><li>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 </li></ul><ul><li>Number of large companies use social media for internal communications, some also for research </li></ul><ul><li>Some employee communities on Facebook—arrange meetings and work through this channel (MorganStanley) </li></ul><ul><li>Social media driven by: self-presentation and social networks (affiliations, knowledge, sharing) </li></ul>
  3. 3. Web 1.0 and Web 2.0 content and social models Source: Ovum
  4. 4. Social media <ul><li>The “lingo” explained </li></ul><ul><li>Podcast  audio broadcast to PC, MP3 player or mobile </li></ul><ul><li>Blog  web diary or commentary </li></ul><ul><li>Wikis  website that allows visitors to add, remove, edit, and change content </li></ul><ul><li>RSS  delivery mechanism for news, blog updates and podcasts </li></ul><ul><li>Social bookmarking  sharing links, tags, and contacts </li></ul><ul><li>Social networking  Facebook, MySpace, Xing etc. </li></ul><ul><li>YouTube  video sharing website, user-uploaded content </li></ul><ul><li>Second Life  online virtual world (advanced social networking, virtual meetings, different user interactions, e.g. Sales) </li></ul>
  5. 5. Why so popular? <ul><li>Benefits and features </li></ul><ul><li>Social networking : Interaction and easier access to contacts/experts (access to expertise for problem solving through visible social networks) </li></ul><ul><ul><li>Knowledge sharing and knowledge management (thru social networks) </li></ul></ul><ul><ul><li>Strong incentive to contribute because payback is high—getting a lot of value from seeing other people’s bookmarks/links/contacts </li></ul></ul><ul><li>Blogging : sharing information </li></ul><ul><li>Wikis : readers can publish and information, effective collaboration, shareable content </li></ul><ul><li>Social bookmarking : tagging and connecting types of info, searching by themes and popularity </li></ul>
  6. 6. <ul><li>O ther social media tools : Yelp, Flickr, Upcoming.org </li></ul><ul><li>Research: Digg, tailrank, Technorati, del.icio.us </li></ul>Facebook http://www.facebook.com/ Second Life http://secondlife.com/ Twitter http://twitter.com/ LinkedIn http://www.linkedin.com/ppl/webprofile?action=vmi&id=5044638&authToken=go1B&authType=name&trk=ppro_viewmore Del.icio.us http:// del . icio . us / YouTube http://youtube.com/ Lots of our colleagues are there already!
  7. 7. VF Group already offers social media platforms <ul><li>Wikis </li></ul><ul><li>http://wiki.vodafone.com/display/blognewipworld/Mobile+Plus </li></ul><ul><li>Blogs </li></ul><ul><li>http:// wiki .vodafone. com /display/ blogvfwikiapp /2007/09/28/Mobile+ Enable + your + Blog %21 </li></ul><ul><li>Podcasts and webinars </li></ul><ul><li>About social media </li></ul><ul><li>http://wiki.vodafone.com/display/blognewipworld/Internet+on+your+Mobile+and+Social+Networking </li></ul><ul><li>http://wiki.vodafone.com/display/blognewipworld/Mobile+Plus+in+the+Enterprise+Space </li></ul><ul><li>Collaborative environment </li></ul><ul><li>http:// aspen .vodafone. com / aspen / lang -en- gb /management/ACC_ Collaboration . asp ? UserMode =0 </li></ul><ul><li>Research and Development http://www.vodafonebetavine.net/web/MyStrands/ </li></ul><ul><li>Interesting products for customers http://www.vodafonebetavine.net/web/MyStrands/ </li></ul>
  8. 8. Use in consumer research and insights <ul><li>Benefits and features </li></ul><ul><ul><li>Research </li></ul></ul><ul><ul><ul><li>Cheap and engaging data (e.g. online surveys in Facebook, “observation” or qualitative content analysis) </li></ul></ul></ul><ul><ul><ul><li>Access to multimedia perspective from respondents’ lives (photo, video, audio, chat, blogs) </li></ul></ul></ul><ul><ul><ul><li>Data from situations/environments otherwise not accessible by research </li></ul></ul></ul><ul><ul><ul><li>Real-time as well as delayed contact </li></ul></ul></ul><ul><ul><li>Insights </li></ul></ul><ul><ul><ul><li>Wikis for trends and key insights, with links to source materials, editable by users </li></ul></ul></ul><ul><ul><li>Innovation </li></ul></ul><ul><ul><ul><li>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 </li></ul></ul></ul><ul><ul><ul><li>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) </li></ul></ul></ul>
  9. 9. Use in consumer research <ul><li>EasyJet </li></ul><ul><li>Set up a company-branded account on MySpace </li></ul><ul><li>Gathered 4.000 “friends”—viral effect </li></ul><ul><ul><li>Access to their profiles, lifestyle, online interaction for research </li></ul></ul><ul><ul><li>Brand support and awareness spreading through personal networks </li></ul></ul><ul><ul><li>http://www.myspace.com/ </li></ul></ul><ul><li>Microsoft </li></ul><ul><li>Public forum—feedback on beta versions of products </li></ul><ul><li>http://www.microsoft.com/communities/default.mspx </li></ul><ul><li>Geek dinners—bloggers invited for discussions </li></ul>
  10. 10. Books to read <ul><li>The Cluetrain Manifesto </li></ul><ul><li>Idea of markets as conversations. New direction for marketing. </li></ul><ul><li>“ 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.” </li></ul>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

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