Social Networking and Relationships Value Chains (Linear Commerce) Relationship Networks (Collaborative Commerce)
Business (1990) E – Business (2009)
Don Tapscott on B-webs (social networks) B-webs are the mechanism for the accumulation of digital capital, the knowledge- and relationship-based currency of the new economy. Digital capital includes 3 elements: human (people), relationship (customers and suppliers), and structural (e-business models).”
- Don Tapscott - “Digital Capital” May 2000
C T B
Don Tapscott on Digital Capital You can build relationship capital not through mass-produced, one-way communication, but through a dynamic, two-way communication in which customers become partners in innovation. Structural capital is built not by proprietary business processes and systems, but through the creation of radical new business models.
Blackberry iPhone Nokia N95 Google G1 HTC IE FireFox Safari Opera Google Chrome
(2009)Development and Distribution 360° Digital Strategy and Distribution: Anytime, Anywhere, Any Device = “ Build once, deploy to many” Phase V Phase IV Phase III Phase II Phase I Delivery of digital assets. Launch. Review and measurement. Build and implement creative and technology Adapt for multi –platforms, devices and browsers Refine and tighten designs. Content Design interface Re-skin able White Label version. Rough sketches, blue sky ideas and creative thinking. Mock ups Wire frames User Experience Understand the business goals of the campaign. Deliver Develop Design Dream Define NHS Choices Widget Development process includes 5 phases:
The 3 Dimensional Digital Space Interactive passive Internet Broadcast BMWFilms.com The Matrix Movie The Matrix Game Symbio Web TV TV Matrix DVD Newspaper Billboard Cellphone IM Magazine Hi Fidelity Low Fidelity
Free Social Networks. It’s just the beginning.
3) The sooner you start, the sooner you have been doing it!
Anytime, anywhere, for everyone!
Insight: “Empty your mind, be formless, shapeless - like water. Now you put water into a cup, it becomes the cup, you put water into a bottle, it becomes the bottle, you put it in a teapot, it becomes the teapot. Now water can flow or it can crash. Be water, my friend.” – Bruce Lee
(everyone's heard of it even if they don’t own one.)
DIY? Don’t do it! Steep learning curve. Microsoft word most people use 1% of functionality.
I’m on facebook most days and notice a new feature, function or application. You could spend weeks diving into Facebook Live, Facebook Credits, groups, pages, questions, video, comments, likes, send button etc.
Centralized Distributed Technology Challenges (solved) User Interface Content Applications Network Server Twitter ID Facebook ID Visa Card Hotel Room Card Oyster card Phone Computer Webtop Flash Memory Personal ID V- card
PDA – Palm,
In Caf é
Photos Tweets Facebook Updates Maps Shopping and promotion News Reviews Recommendations Surveys E-Concierge Restaurant Ordering Auction Travel Planning tools Shopping and Services Surveys and Polls Maps and Directions Flight information Travel Alerts E-bookings Reservations Last minute deals Procurement Group buying Wifi 802.11 GPS Mobile GSM Blue tooth GPRS 3G 4G Broadband Kiosk
There are countless web based, sms, mobile and real world tools available to start now. There are new ones every second. There is no way to keep up. Pick one. Try it. Then try again. Then try again. And again. Then try again.
Facebook Tactics 77Agency Facebook as a marketing tool Peter Jackson [email_address]
Facebook has firmly established itself as a key digital marketing and branding channel Overview
The two main problems we see brands facing: Building fans Leveraging value Facebook Tactics
A fan page with a low volume of fans is potentially brand damaging and means it is harder to leverage any value directly out of Facebook users Building Fans
Offline awareness Make sure the Facebook Logo and your Fanpage URL is present on all your offline media (Print, TV, Radio, Street media, Email signatures, business cards…..) Use Facebook’s tools….such as the local businesses stickers: Building Fans
Ensure a link to your Fanpage is present throughout your website and other online media
Facebook Advertising (based on CPC pricing)
Develop a targeted Facebook “Like” advertising campaign for your page
Fan Building Specific Promotions Develop a range of digital and offline promotions attracting new fans to your page… Building Fans
Outsourcing Fan Building Consider outsourcing your fan building activities to a specialised provider Why? Pay only per fans acquired (cost per like basis) Build a fan base quickly (i.e. 30,000 in one week?) Who? Choose a service provider with Facebook credentials Choose a service provider who invests in FB ad serving technology Building Fans
A Fanpage with a high volume of fans is useless unless the fan base is leveraged for value Leveraging Value
Direct Promotional Tool Develop a 6 month calendar of promotional messages in line with your brands overall marketing strategy Leveraging Value – Fan Page
Customer Service Tool Quickly and publically answer as many customer queries as you can Promote your fans to help resolve other customer’s issues Leveraging Value – Fan Page
Branding Tool Define strong brand language and interaction guidelines for the admins of your page Leveraging Value - Fanpage
Facebook applications are one of the best data collection tools on the internet. Using applications you can collect/access: Create a series of applications inline with your promotional calendar and with the aim of collecting valuable fan data Leveraging Value - Applications Name Hometown Facebook places Gender Gender interest Users friend list Profile Location Current location Access to users wall Email address Favourite quotes Pages user has liked Username Religion Users posted links Account status URL of their website Photos users tagged Users blurb Work history Favourite TV shows Educational history Profile URL Users own posts
Use Facebook Advertising as you would Google PPC. Develop highly targeted campaigns to drives sales and as a branding tool. (following results from 77Agency Pathé cinema campaign) To drive traffic and sales from PPC advertising As a branding tool “ Total impressions served across 4 facebook ads campaigns over 6 Months of activity: 98.9 Million” Leveraging Value - Advertising
Facebook offer wide variety of Facebook ads to fulfil different objectives: Use Facebook engagement ads for branded viral advertising campaigns inline with your promotional calendar Connection Ad Event Ad Comment Ad Sampling Ad Leveraging Value - Advertising Polling Ad Gifting Ad
Facebook offers a variety of free tools for brands to socialise your website Integrate Facebook connect on your website. Use Open Graph to allow users to like products and content throughout your website Leveraging Value- Facebook Connect
Develop a strong fanpage with on-going promotional
Create applications strategically to collect important user data
Use Facebook PPC Advertising to drive traffic and sales
Integrate Facebook Connect on your site
Leveraging Value - Fanpage
Facebook Clustering and Open Graph New Tactics 1. We drive targeted users to an media object 2. The user clicks “Like” 3. The user receives your content feed on their wall 4. The users clicks through to your website
Facebook Offline Liking Technology New Tactics