No, I don't want to be friends with my butter. Brand relationships in the social media era.

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  • How do you rank these kind of results? It’s not by pagerank or the old methods. It’s potentially about social influence. What does that mean for your brands and the power of influencer marketing?

Transcript

  • 1. “No, I don’t want to be friends with my butter!”
    Re-setting the agenda for Social Media
  • 2. Brand Friendships
    Changing Landscape
    Information Universe
    Building Better Social Experiences
    Case Study
  • 3. Meet the most easily performed Facebook action.
  • 4. Yet only 11% have “friended” a brand on Facebook.
  • 5. And 41% of 18-24 say they don’t want to see profiles from brands on social networking sites.
  • 6. Fan counts are misleading.
    4 months
    951 “likes” (0.02%)
    318 comments (0.009%)
  • 7. Engagement is dramatically growing.
    138,000+ comments (1.7%)
    71MM monthly active users
  • 8. THINGS ARE CHANGING (US).
  • 9. 5
    The World According to Google (or Eric Schmidt anyway...)
    • Five years from now the internet will be dominated by Chinese language content.
    • 10. Today’s teenagers model how the web will work infive years – jumping from app to app to app seamlessly.
    • 11. Five years is a factor of about 6 according to Moore’s Law, meaning that devices will be capable of far more by that time than they are today.
    • 12. Within five years there will be broadband well above 100MB in performance – and distribution distinctions between TV, radio and the web will go away.
  • Media has fueled fundamental cultural shifts in what we find normal or acceptable about privacy.
  • 13. Complete decentralization of social networks.
  • 14. Real time information in search results on Google.
    Real time information in Google search results.
  • 15. Expect Google’s Social Search to change the way we interact with search engines.
    Google’s Social Search to change the way we interact with search engines (and information).
  • 16. Experiential conversation: fundamental shifts in the way we engage with each other.
  • 17. Media and consumer voice with few physical boundaries.
  • 18. Content organization and filtering is becoming big business.
  • 19. An information universe growing by the second.
    724,311,510,618,248,992,017
    Bytes of information created since 01.01.2009 – IDC
    OR 674,567,661,000+ GB
    OR 84B Full 8GB iPhones
    23,952,000,000,000
    Bytes of information created every second (roughly)
    IDC Digital Information Universe Study - 2009
  • 20. An old problem with brand new proportions.

    An immense and ever-increasing wealth of knowledge is scattered about the world today; knowledge that would probably suffice to solve all the mighty difficulties of our age, but it is dispersed and unorganized. We need a sort of mental clearing house for the mind: a depot where knowledge and ideas are received, sorted, summarized, digested, clarified and compared.”
    H. G. Wells, 1938, The Brain: Organization of the Modern World
  • 21. Breaking through the clutter. Three grounding principles
    “Media defines us while we define media.”
    “We’ve shifted from media to mediated relationships.”
    “Connections were the constraint, we now have connections without constraints.”
    “The machine is (Changing) Us: YouTube and the politics of Authenticity”- Michael Wesch, Assistant Professor of Cultural Anthropology, Kansas State University.
  • 22. Media defines us while we define media.
    Shape the outcome, don’t prescribe it.
    Leave predictable outcomes behind.
    Turn insights into motives
    Relinquish control
    Control
    Consumer
    Brand
    Engagement
    Brand/Consumer
    Research
    Online
    Anthropology
    Motives/Behavior
    Experience
    Media
    Distribution
    Creation
    Earned Media
    Connection
    Community
    Voice
  • 23. We’ve shifted from media to mediated relationships.
    Connectivity carries communication
    Brands should connect, not broadcast
    Move beyond static listening metrics (influence, motives)
    Understand influence and motives “in action”
    Social Media an unbound source of behavioral insights
    Create virtual focus groups
    Build connectivity through behavioral contexts you can associate with
    Create “mediated” experiences
    Brand
    Consumers
  • 24. Connections were the constraint, we now have connections without constraints.
    Listen to your experiences
    Digital listening lets you understand how media has shaped you
    Perform discovery against your own conversation
    Behavior, influencers, motives, connectivity.
    Convergence of listening and analytics
    Cross-channel, cross-metrics analysis
    Source correlations (sales, CRM, web analytics, call-center, buzz)
    Advanced techniques (language, stochastic, etc.)
  • 25. Putting it all together.
    Queensland’s “Best Job in The World”
  • 26.
  • 27.
  • 28.
  • 29.
  • 30.
  • 31.
  • 32.
  • 33.
  • 34.
  • 35.
  • 36. Creation
  • 37. Connection
    Distribution
  • 38. Community
  • 39. Earned Media
  • 40. Earned Media
  • 41. Global Voice
  • 42.
  • 43. Why It Worked
    Bloggers in a hard economy, where a job could have a whole new meaning. Younger tech savvy, creative minded. Did not target travelers, but targeted advocates.
    Engagement motive: A reward that gets them to dream, creating an individual expression that promotes the brand.
    Experience motive: Self-expression, competition, prize, fame
    Influence “in action”: A travel story told by aspiring caretakers that spread the word to their circles.
    Shaping the outcome: one winner, public control, media shapes the brand
    Mediated experience: Queensland connected, without ever broadcasting. Leveraged the voice of the people and media.
    Listening: Clear opportunity to measure impact across metrics (from mere sentiment to visitors, tourism revenue, etc.)
  • 44. THANK YOU!ANY QUESTIONS?
    Nathaniel Perez
    Director – Community Intelligence
    Twitter: @mahumbaba
    LinkedIn: http://www.linkedin.com/in/nathanielperez
    Email:nperez@sapient.com