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Social Computing

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Presentatie Brian Kardon (Forrester Research) over Social Computing: The Impact Of Emerging Technology On Consumer Behavior And Marketing Strategy.

Presentatie Brian Kardon (Forrester Research) over Social Computing: The Impact Of Emerging Technology On Consumer Behavior And Marketing Strategy.

Published in Business , Technology
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  • This ia Better start for Social Computing.. http://noddychaspeaks.blogspot.in/2012/09/what-is-social-computing-easy-way.html
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  • thanks
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  • Cloud Computing Magazine http://issuu.com/channelplanet/docs/cloudcomputingmagazine03
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  • Impressive presentation of ’Social Computing’. You’ve shown your credibility on presentation with this slideshow. This one deserves thumbs up. I’m John, owner of www.freeringtones.ws/ . Hope to see more quality slides from you.

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  • thanq its really nice along with helpful to me in thinking about innovation comes as well as think of which.... very nice work.... tanq for this.....
    Anisa
    http://financejedi.com http://healthjedi.com
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  • http://www.theinquirer.net/default.aspx?article=32550

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  • 1. Social Computing: The Impact Of Emerging Technology On Consumer Behavior And Marketing Strategy Brian Kardon Forrester Research November 30, 2006
  • 2. 3Entire contents © 2006 Forrester Research, Inc. All rights reserved. Technology Changes Everything • Extended human life • Created near limitless educational opportunities • Facilitated the global economy • Produced wealth in excess of human norms The democratization of technology
  • 3. 4Entire contents © 2006 Forrester Research, Inc. All rights reserved. Does Technology Change Business? Or Marketing? Tower Records Travel Agents Newspapers Polaroid Blockbuster – NetFlix – On Demand
  • 4. 5Entire contents © 2006 Forrester Research, Inc. All rights reserved. An Archeological Expedition …
  • 5. Coke response: "It's an entertaining phenomenon ... [but] doesn't fit with the brand personality" of Diet Coke. Mentos response: “We were really delighted by it, largely because we felt it reflected the personality of Mentos as a brand.” Mentos sales are up 14.5% to $27.2M from the beginning of the year to Sept. 10 [source, IRI] Can attribute this growth to several things, but they have “seen significant lift.”
  • 6. 8Entire contents © 2006 Forrester Research, Inc. All rights reserved. Dell Had A Small Problem . . . . . . with flaming notebooks Osaka, Japan June 21, 2006
  • 7. 9Entire contents © 2006 Forrester Research, Inc. All rights reserved. Dell’s Blog Gave It A Way To Talk To Customers
  • 8. 10Entire contents © 2006 Forrester Research, Inc. All rights reserved. Can You Guess What This Curve Is? 0 20 40 60 80 100 120 2004 2005 2006 Now UsersMMs Source: Fortune Magazine, September 4, 2006
  • 9. 11Entire contents © 2006 Forrester Research, Inc. All rights reserved. MySpace Is A Serious Player MMs Unique Users August 2006 0 20 40 60 80 100 120 Yahoo MSN Google AOL MySpace Source: Nielsen NetRatings, August 2006
  • 10. 12Entire contents © 2006 Forrester Research, Inc. All rights reserved. Brands Extend Their Reach In Social Networks
  • 11. 13Entire contents © 2006 Forrester Research, Inc. All rights reserved. In Teens' Web World, MySpace Is So Last Year Social Sites Find Fickle Audience By Yuki Noguchi Washington Post Staff Writer Sunday, October 29, 2006 Teen Web sensation MySpace became so big so fast, News Corp. spent $580 million last year to buy it. Then Google Inc. struck a $900 million deal, primarily to advertise with it. But now Jackie Birnbaum and her fellow English classmates at Falls Church High School say they're over MySpace. "I think it's definitely going down -- a lot of my friends have deleted their MySpaces and are more into Facebook now," said Birnbaum, a junior who spends more time on her Facebook profile, where she messages and shares photos with other students in her network. From the other side of the classroom, E.J. Kim chimes in that in the past three months, she's gone from slaving over her MySpace profile up to four hours a day -- decorating it, posting notes and pictures to her friends' pages -- to deleting the whole thing.
  • 12. 14Entire contents © 2006 Forrester Research, Inc. All rights reserved. Big Issues Originate From Small Sources • August 2005: AOL settles with NY state for $1.25 and agrees to reform customer service practices. • June 13, 2006: Vincent Ferrari blogs about trying to cancel his AOL account, including an audio recording of the experience. • June 20, 2006: Apology from AOL • June 21, 2006: Story on NBC’s Today show • July 2, 2006: Story runs in the New York Times
  • 13. 15Entire contents © 2006 Forrester Research, Inc. All rights reserved. We’re Witnessing A Consumer Revolution
  • 14. 16Entire contents © 2006 Forrester Research, Inc. All rights reserved. What’s Going On? Web 2.0 Social Networking User-generated Content (UGC) Consumer-generated Media (CGM) Power to the People The Wisdom of Crowds
  • 15. 17Entire contents © 2006 Forrester Research, Inc. All rights reserved. Agenda • What is Social Computing? • What is Social Computing’s impact on your company? • How can you take advantage of Social Computing?
  • 16. 18Entire contents © 2006 Forrester Research, Inc. All rights reserved. Agenda • What is Social Computing? • What is Social Computing’s impact on your company? • How can you take advantage of Social Computing?
  • 17. 19Entire contents © 2006 Forrester Research, Inc. All rights reserved. Definition: Social Computing ► A social structure in which technology puts power in communities not institutions
  • 18. 20Entire contents © 2006 Forrester Research, Inc. All rights reserved. Why? 1. Technologies are available that lower the cost for individuals to create and distribute content 2. There is increasing acceptance of information from ”non-authoritative” sources 3. PC usage > TV + radio + magazine usage 4. “In the future everyone will be famous for 15 people.”
  • 19. 21Entire contents © 2006 Forrester Research, Inc. All rights reserved. Many Forms Of Social Computing Del.icio.us, flikr, diggTagging Basecamp, wikipedia, SocialtextWikis/Collaborative Software Podcast Alley, Odeo, PodshowPodcasts Froogle, Shopzilla, pricegrabberComparison Shopping Sites eBay, craigslist, ubidC2C eCommerce TripAdvisor, ReviewCentreUser Review Portals Google, Yahoo! MSN, AOL, TechnoratiSearch Engines Gawker, TypePad, Weblogs.comBlogs Linux Apache Software FoundationOpen Source Software NewsGater, Bloglines, MyYahoo!RSS myspace, Facebook, YouTube, LinkedInSocial Networks Social Technology Examples
  • 20. 22Entire contents © 2006 Forrester Research, Inc. All rights reserved. The Marketer’s Five Stages Of Grief • Denial: “This is just techno geek stuff — it won’t last.” • Anger: “Who do these consumers think they are?” • Bargaining: “If I give you some coupons, will you be happy?” • Depression: “Maybe I should have become an accountant.” • Acceptance: “I can’t stop the train, so I better get on.”
  • 21. 23Entire contents © 2006 Forrester Research, Inc. All rights reserved. Peer-based Interactions Are Most Common … Source: NACTAS Q3 2006 Media & Marketing Online SurveyBase: North American Online Consumers
  • 22. 24Entire contents © 2006 Forrester Research, Inc. All rights reserved. Trust In Friends And Acquaintances Dominates Source: NACTAS Q3 2006 Media & Marketing Online Survey Base: North American Online Consumers
  • 23. 25Entire contents © 2006 Forrester Research, Inc. All rights reserved. Theme Listen to, and nurture, individuals talking about your brand — even if you aren’t in control.
  • 24. 26Entire contents © 2006 Forrester Research, Inc. All rights reserved. Our Beloved iPod …
  • 25. 27Entire contents © 2006 Forrester Research, Inc. All rights reserved. Definition ► Consumer-generated media is content created by individuals and consumed by individuals with or without sanction from institutions.
  • 26. 28Entire contents © 2006 Forrester Research, Inc. All rights reserved. Trust In Peers Trashes Ads Recommendations from friends/family Ads on mobile phones Web banner ads Search engine ads Branded Web sites Ads in magazines Ads on radio Ads on TV Ads in newspapers Requested email updates Consumer opinions posted online 0% 20% 40% 60% 80% 100% “I trust:”
  • 27. 29Entire contents © 2006 Forrester Research, Inc. All rights reserved. The Cable Guy
  • 28. 30Entire contents © 2006 Forrester Research, Inc. All rights reserved. Agenda • What is Social Computing? • What is Social Computing’s impact on your company? • How can you take advantage of Social Computing?
  • 29. 31Entire contents © 2006 Forrester Research, Inc. All rights reserved. What Is The Economic Value Of Social Computing? Lower Product Development Costs Lower Marketing Costs Higher Margins – derived from a community’s intrinsic value Lower research costs Higher sales…or fewer lost sales
  • 30. 32Entire contents © 2006 Forrester Research, Inc. All rights reserved. Moving From Top-Down To Bottom-Up Innovation CustomersExecutivesSource of Inspiration Deep observation of customer needs Existing assets, products and positioning Key Drivers SpontaneousStructuredCustomer Involvement Invite customer inGo out to customersCorporate Posture Search, e-mail, blogs, comments Surveys, focus groups story boards Tools Traditional Innovation Customer-Driven Innovation
  • 31. 33Entire contents © 2006 Forrester Research, Inc. All rights reserved. Current TV Viewer Creates Ad For Sony
  • 32. 34Entire contents © 2006 Forrester Research, Inc. All rights reserved.
  • 33. 35Entire contents © 2006 Forrester Research, Inc. All rights reserved. eBay Taps Community Knowledge With Wikis
  • 34. 36Entire contents © 2006 Forrester Research, Inc. All rights reserved. Executive Blog: Boeing’s Vice President Of Marketing, Randy Baseler “I hope it [the blog] will help solve one of my biggest frustrations — not being able to talk with everyone as often as I like about what’s going on in our industry and our company.”
  • 35. 37Entire contents © 2006 Forrester Research, Inc. All rights reserved. Even Better Boeing Blog — 777 Flight Test Journal
  • 36. 38Entire contents © 2006 Forrester Research, Inc. All rights reserved. Burpee Uses RSS To Build A Daily Relationship Adding reviews increased the CTR by 43% November sales increased by 4X
  • 37. 39Entire contents © 2006 Forrester Research, Inc. All rights reserved. Agenda • What is Social Computing? • What is Social Computing’s impact on your company? • How can you take advantage of Social Computing?
  • 38. 40Entire contents © 2006 Forrester Research, Inc. All rights reserved. Marketers Should Understand The Participation Pyramid CreatorsCreators CriticsCritics Couch potatoesCouch potatoes CollectorsCollectors The participation pyramid
  • 39. 41Entire contents © 2006 Forrester Research, Inc. All rights reserved. Age Is A Major Driver Base: North American online consumers Source: Forrester’s 2006 NACTAS Benchmark Survey Do monthly Gen Y (18-26) Gen X (27-40) Younger Boomers (41-50) Older Boomer (51-61) Seniors (62+) Creators Publish blog 15% 4% 2% 1% 0% Publish Web page 22% 12% 7% 6% 3% Critics Visit discussion boards/chat rooms 32% 21% 14% 10% 7% Visit ratings sites 17% 16% 12% 10% 6% Collectors Use RSS 4% 3% 2% 1% 1% Use social networking sites 37% 12% 6% 4% 2% Use photo-sharing sites 29% 22% 13% 12% 9% Couch Read blogs 27% 14% 9% 7% 5% potatoes Watch Internet video 32% 25% 18% 12% 7% Listen to podcasts 9% 6% 5% 4% 3%
  • 40. 42Entire contents © 2006 Forrester Research, Inc. All rights reserved. How Can Companies Leverage Social Computing? Type Impact Observe • Customers are influenced by media they view that is not created by your company. Couch potatoes Engage • People reach out to other members of the community through posts, comments, etc. Collectors Contribute • People take the initiative to create and share media with others (sometimes about brands). Critics Lead • Some individuals become an alternative trusted source (brand) for your customers. Creators Action
  • 41. 43Entire contents © 2006 Forrester Research, Inc. All rights reserved. Brands Will Continue To Be Highly Exposed • Customers will learn about your brand from individuals outside your influence. • Creative individuals will create media that will contribute to the shaping of your brand. • Popular individuals can become the definitive authority on your brand to some customers.
  • 42. 44Entire contents © 2006 Forrester Research, Inc. All rights reserved. Getting Started • Decide how involved you will be with Social Computing • Map out what relationships you want to build • Listen to what is being said to find unmet needs • Participate in the conversations
  • 43. 45Entire contents © 2006 Forrester Research, Inc. All rights reserved. Four Tactics To Navigate The Social Computing Phenomenon 1. Monitoring » Look to brand monitoring firms like Nielsen BuzzMetrics or Cymfony to collect and analyze data. » Maintain a quasi-team focused on locating and tracking blogs and other media about your brand. » Use simple tactics such as Google Alerts or other automated search notifications to track activity.
  • 44. 46Entire contents © 2006 Forrester Research, Inc. All rights reserved. Four Tactics To Navigate The Social Computing Phenomenon 2. Participating » Identify the most highly used destinations of Social Computing for your brand — then join in and become a member. » Don’t hide your relationship to the brand — be open about who you are and why you’re there. » Listen to what people have to say, respond, and be honest with your commitments. » Consider sponsoring or advertising on the site as a show of support. » Be a content provider, not a marketer/advertiser.
  • 45. 47Entire contents © 2006 Forrester Research, Inc. All rights reserved. Four Tactics To Navigate The Social Computing Phenomenon 3. Enabling » Evaluate your audience and products/services to determine whether enabling is the right move. » Look to vendors that provide platforms for accepting consumer-generated content » Open your mind to what you normally would allow or disallow — and don’t be overly controlling. » Don’t let the community die out — continue to participate and empower active individuals.
  • 46. 48Entire contents © 2006 Forrester Research, Inc. All rights reserved. Four Tactics To Navigate The Social Computing Phenomenon 4. Leveraging » Consider selecting one or two popular individuals commenting on your brand to contribute to your marketing efforts. » Reward participation, even if they say things you don’t like — let them know you’re listening. » Continuously analyze what people are saying and respond with appropriate product and service changes — and thank them for the advice.
  • 47. 49Entire contents © 2006 Forrester Research, Inc. All rights reserved. Summary • Social Computing is here to stay. Accept it. • Focus on the relationships, not the technologies • Get started using the tools – and start small » Monitor » Participate » Enable » Leverage • Embrace a culture of generosity in your Social Computing efforts
  • 48. 50Entire contents © 2006 Forrester Research, Inc. All rights reserved. • Be ready to act on feedback • Relationships can be messy — be prepared to make mistakes • Use existing marketing metrics to gauge your success • It’s a new mindset, so give yourself time • Develop a “culture of generosity” Best Practices In Social Computing
  • 49. 51Entire contents © 2006 Forrester Research, Inc. All rights reserved. Brian Kardon 617 613 6470 bkardon@forrester.com www.forrester.com/mPlanet Thank You Entire contents © 2005 Forrester Research, Inc. All rights reserved.