When SocialMedia meets Word of Mouth

WHERE WORD OF MOUTH MEETS SOCIAL MEDIA Presented by: Mark Silva, Founder and Managing Director Real Branding December 18, 2008

INTRODUCTION
“ Markets are conversations.”
The Cluetrain Manifesto: The End of Business as Usual
Copyright © 1999, 2001 Levine, Locke, Searls & Weinberger

AGENDA
What is Social Media?
Why does Social Media matter?
Case Studies
Best Practices
Insights

DEFINITION Unleashing “… a trend in which people use technologies to get the things they need from each other instead of from companies.” - Groundswell, Charlene Li & Josh Bernoff, Forrester Research 2008

Internet + Personal Sources = Most Important Sources Of Information
WHY DOES IT MATTER? Source: USC Annenberg School: Digital Future Report 2007

WHY DOES IT MATTER?
In 2008 Consumer IP traffic surpassed Business traffic
Source: Cisco Systems, Global IP Traffic Forecast and Methodology; Mobility segment (0.1% of traffic in 2007) not displayed

WHY DOES IT MATTER? Wikipedia.org Alexa Global Traffic Rankings 12/31/05; 3/12/08, Morgan Stanley Research 1 2 3 4 5 6 7 8 9 10 2005 (U.K.) 2008 1 2 3 4 5 6 7 8 9 10

WHY DOES IT MATTER? Source: The Nielsen Company, Custom Analysis (September 2008).

SOCIAL MEDIA AND AMPLIFICATION COST VALUE LEVERAGE AMPLIFY

WHAT DOES IT MEAN TO CONTENT CREATION? OLD CONTENT MODEL

WHAT DOES IT MEAN TO CONTENT CREATION? OLD CONTENT MODEL NEW CONTENT MODEL

WHAT DOES IT MEAN TO CONTENT DISTRIBUTION? TRAD DISTRIBUTION MODEL

WHAT DOES IT MEAN TO CONTENT DISTRIBUTION? TRAD DISTRIBUTION MODEL NEW DISTRIBUTION MODEL

WHAT DOES IT MEAN TO BRAND LOYALTY?
Changes the loyalty funnel and branding
Thinking Saying Researching Doing Watching New Verbs for Loyalty? Buying Reviewing Tagging Rating

CREATE A SOCIAL MAP

WEB 2.0 BRAND IMPLICATIONS Source: David Armano (http://darmano.typepad.com/logic_emotion/2008/06/brand-stairway.html)

White Tea Activation – Ayye.com, YouTube, Ads, Emails
Goal of slide:
Brand Channel Gadgets Videos NBC Rewind NBC Homepage Newsletter Sweepstakes and Social Sharing Facebook RealAge RealAge Newsletter

MICHELOB CASE STUDY

BEST PRACTICES
Listen
Build A Social Map
Design It
Feed It
Connect It
Distribute It
Participate In It

INSIGHTS
Social media is not one thing
Consider: the action is reaction
Capitalize on all your assets
Endorse others to reward
Be Authentic
Golden Rule of 2.0: the more you give the more you get in return

THANK YOU
Let’s keep the conversation going
FACEBOOK: Search Mark.Silva at RealBranding.com to Friend
TWITTER: Follow www.twitter.com/marksilva
FRIENDFEED: Join me at www.friendfeed.com/marksilva
BOOKMARKING: www.delicious.com/marksilva
BLOG: www.marksilva.com
YOUTUBE: www.youtube.com/realbranding
SLIDES: www.slideshare.net/realbranding
WEB: www.RealBranding.com

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When SocialMedia meets Word of Mouth

by Mark Silva on Dec 25, 2008

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When SocialMedia meets Word of Mouth — Presentation Transcript