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Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
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Breaking New Ground in SoLoMo - closing keynote, iMedia brand summit 2010

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New challenges facing Brand Marketers in Social Media. …

New challenges facing Brand Marketers in Social Media.

Social Graph
Mobile Arms Race incl iAd
Location incl Foursquare
iWOM + WOM
Social Media Tracking
Entrepreneurship vs procurement thinking.

Presented at the iMedia Brand Summit 2010.

Published in: Social Media
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  • 1. Breaking New Ground iMedia Brand Summit 2010 Closing Keynote Mike Langton Innovize.
  • 2. Ran embedded video http://www.youtube.com/watch?v=sIFYPQjYhv8
  • 3. 1. The Graph 2. The Mobile Arms Race 3. The Most Powerful Medium 4. Convergence 3.0 5. Brand Marketer Challenges
  • 4. 1. The Graph
  • 5. Destination Web Social Web Specific Sites Our Network
  • 6. Destination Web Social Web Specific Sites Our Network
  • 7. The rise of the Social Graph
  • 8. Social Media =The Graph.
  • 9. Algorithms + Filters
  • 10. Who will be doing your filtering?
  • 11. 2. Mobile
  • 12. Convergence your TV?
  • 13. Convergence your smartphone!
  • 14. 79% 51% 49% 21%
  • 15. Smartphones sales SG last 6 mths?
  • 16. 70 – 80% of all handset sales
  • 17. That’s 4 Billion
  • 18. …and we do more than play games
  • 19. Do you check or update Facebook, Twitter 1st thing in the morning?
  • 20. Mobile drives social media Social media drives mobile
  • 21. Social Media by Market in Asia Data by ComScore April 2010
  • 22. Singapore Total Unique Visitors (000) 2,321,000 FACEBOOK.COM Windows Live Profile TWITTER.COM* FRIENDSTER.COM TAGGED.COM LINKEDIN.COM MySpace MULTIPLY.COM Digg Inc. DEVIANTART.COM
  • 23. China 102,518,000 Total Uni que Vi si tor s (000) Bai du Space QQ.COM Al umni RENREN.COM KAIXIN001.COM QQ.COM Mi ni Wor l d 51.COM KAIXIN.COM Wi ndows Li ve Pr of i l e QJY168.COM MySpace
  • 24. India Total Unique Visitors (000) 25,870,000 ORKUT FACEBOOK.COM SULEKHA.COM IBIBO.COM BHARATSTUDT ZEDGE.NET TWITTER.COM* LINKEDIN.COM HI5.COM DIPITY.COM
  • 25. Vietnam Total Unique Visitors (000) 3,098,000 FACEBOOK.COM TAMTAY.VN 1280.COM MULTIPLY.COM MySpace HI5.COM CyWorld MYBOOKFACE.NET SCRIBD.COM TWITTER.COM*
  • 26. Malaysia Total Unique Visitors (000) 8,054,000 FACEBOOK.COM MySpace FRIENDSTER.COM TAGGED.COM Windows Live Profile TWITTER.COM* MULTIPLY.COM SCRIBD.COM WRETCH.CC ZEDGE.NET
  • 27. Indonesia Total Unique Visitors (000) 5,965,000 FACEBOOK.COM MULTIPLY.COM TWITTER.COM* FRIENDSTER.COM SCRIBD.COM Yahoo! Meme MySpace TAGGED.COM DEVIANTART.COM Digg Inc.
  • 28. Philippines Total Unique Visitors (000) 3,980,000 FACEBOOK.COM FRIENDSTER.COM MULTIPLY.COM TWITTER.COM* MySpace TAGGED.COM Yahoo! Meme DEVIANTART.COM ZEDGE.NET FORMSPRING.ME
  • 29. South Korea Total Unique Visitors (000) 19,032,000 CyWorld Nate.com Flying FACEBOOK.COM TWITTER.COM* Windows Live Prof Paran.com Club HI5.COM MySpace Mail.Ru - My World FRIENDSTER.COM
  • 30. Japan Total Unique Visitors (000) 31,959,000 MIXI.JP TWITTER.COM* FACEBOOK.COM LOCOCOM.JP Hatena - Bookmark SPYSEE.JP MySpace Windows Live Profile Gree MBGA.JP
  • 31. Thank you ComScore
  • 32. Now there’s this
  • 33. The Arms Race The Deluge The Opportunity
  • 34. “…throughout the iPhone community that’s 1 billion ad impressions a day.”
  • 35. Ran edited version of Steve Jobs’ iAd “Tentpole” Announcement http://events.apple.com.edgesuite.net/1004fk8d5gt/event/
  • 36. Twitter Apac Total unique visitors '000 17,825,000 Japan India Indonesia South Korea Australia Philippines Malaysia Singapore New Zealand Taiwan Hong Kong Vietnam China
  • 37. Interruption offends
  • 38. Interruption offends Mobile phones are “intimate”
  • 39. Who develops all those apps?
  • 40. Who will be building your apps?
  • 41. 3. Most Powerful Medium on Earth
  • 42. Ran embedded video http://www.youtube.com/watch?v=5YGc4zOqozo
  • 43. Who do you trust?
  • 44. Word Of Mouth and iWOM
  • 45. Caution: 90% of WOM is still F2F or Phone
  • 46. The most important thing to do…
  • 47. Listen.
  • 48. There’s a lot of chatter going on
  • 49. Nike & Tiger Woods
  • 50. Sentiment from 24 Nov ’09 to 6th March ‘10 20-01-2010 Nike Launches New Golf Club line Sentiment drop on 20 Jan 2010 - Very Negative sentiments were observed in buzz related to launch of the new Nike Golf Club Line, without Tiger Woods. Insight for Brand Owner : Nike Golf’s image is closely interlinked with Tiger Woods and his endorsement is still needed despite the sex scandal
  • 51. Enterprise - LSE • 1% rise in positive word-of-mouth advocacy led to £8.8m in extra sales • 1% reduction in negative word-of-mouth led to £24.8m in extra sales
  • 52. Who do you talk to? 1. People who don’t love you 2. People who do love you 3. People who don’t love your competitors 4. People who love your competitors
  • 53. The “Net Promoter” score.
  • 54. “would you recommend our service to a friend or colleague?”
  • 55. The “Net Promoter” score.
  • 56. Who does your listening?
  • 57. Who advises you on your response?
  • 58. 4. Convergence 3.0
  • 59. FOURSQUARE Total Unique Visitors 172,000 (000) Japan India Indonesia South Korea Australia Philippines Malaysia Singapore New Zealand Taiwan Hong Kong Vietnam China
  • 60. Retail SM iWOM Mobile
  • 61. 5. Brand Marketer’s Challenges.
  • 62. Engagement Strategy
  • 63. Successful companies in SM behave more like Dale Carnegie less like David Ogilvy Erik Qualman - Socialnomics
  • 64. Listening well enough
  • 65. Content…
  • 66. Ad / digital agencies? Expertsourced? Crowdsourced? User generated? Specialist companies?
  • 67. Ad / digital agencies? Expertsourced? Crowdsourced? User generated? Specialist companies?
  • 68. Content Strategist Content Planner Content Buyer
  • 69. Procurement Vs. Entrepreneurship
  • 70. Summing Up • The Social Graph - who will filter it for your purposes? • Mobile ads will boom - be considerate. • Word of Mouth is Powerful - Use Online + OTG • Location Power = Mobile + Retail + Social Media • Engagement & content - why, how, what, where from? • Make sure Procurement is trained & on-side.
  • 71. Thank You.

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