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Social
Media
The Business
Opportunity
For Marketing
Agencies
Dr Paul Marsden
Clickadvisor.com

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Dr Paul Marsden | Consumer psychologist
from crowdsourcing site www.clickadvisor.com

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Social Media | A Commercial Desert?

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Social Media
WHAT
SO WHAT
WHAT NOW

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Social Media
Online tools for sharing and
discussing information

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Social Media
Online tools for sharing and
discussing information

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Social Networking Platforms
Online utilities that connect
you to the people around you

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This is not a social network.
It is a social networking platform.

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This is a social network, a human
network that connects everybody to
everybody by six conversations

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Social media - great tools, but
who’s making money with
them?

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“Anything invented before you were 18 has been there
forever. Anything that turns up before you're 30 is new
and exciting. Anything after that is a threat to the world
and must be destroyed.” Jim Griffin - OneHouse

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Sure we can sell
advertising space on
social media but is that it?

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Social Media
WHAT
SO WHAT
WHAT NOW

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The Big Picture: Social media is changing
our expectations of media - media is now a
participation sport

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Social media is changing our expectations
Where’s the mouse? A new mantra for marketers

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Social Media is changing media users into media producers...
...Journalists ...Experts ...DJs
...Broadcasters ...Publishers ...Critics
...Editors ...Archivists ...Network Owners

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Social media sites now account
for 50% of Internet traffic

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The Marketing Implication. Social
media has made word of mouth
even more powerful

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How likely would you be to recommend our agency?
0 1 2 3 4 5 6 7 8 9 10
Detractors Neutrals Promoters
What others say about you is more
important than what you say about yourself

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L
Wo ake
be
Eff gon
ec
t
80% of CEO’s believe their company offers
a superior experience...
...8% of their customers agree

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“A 12% increase in NPS correlates
to a doubling of growth”

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Social Media
WHAT
SO WHAT
WHAT NOW

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1. Sure, sell social media as an advertising
platform - but Beware the Meatball Sundae

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2. A Bigger Opportunity - sell social
media as a value delivery
platform - branded utility

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A Bigger Opportunity: Selling social
media as a value delivery
platform - branded utility

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A Bigger Opportunity: Selling social
media as a value delivery
platform - branded utility

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A Bigger Opportunity: Selling social
media as a value delivery
platform - branded utility

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The marketing logic of the Bigger Opportunity:
Using social media as a value delivery
platform is to use social media as a word of
mouth activator

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Using Social Media as Value Delivery Int Soci
elli al
Channel requires passing the Sally-Ann ge
nc
e
test (AKA how to know if you’re autistic)
Social Media - It’s not about about
what users can do for the brand,
it’s about what the brand can do for
users

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Social Media: The Really
BIG opportunity

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The Really BIG Opportunity: Selling social
media as an innovation platform -
crowdsourcing brand futures

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The Really BIG Opportunity: Selling social
media as an innovation platform -
crowdsourcing brand futures

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The Really BIG Opportunity: Selling social
media as an innovation platform -
crowdsourcing brand futures

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The Really BIG Opportunity: Selling social
media as an innovation platform -
crowdsourcing brand futures

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The Really BIG Opportunity: Selling social
media as an innovation platform -
crowdsourcing brand futures

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The Really BIG Opportunity: Selling social
media as an innovation platform -
crowdsourcing brand futures

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The Really BIG Opportunity: Selling social
media as an innovation platform -
crowdsourcing brand futures

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Ne Sala
g r
Te otia y
ch
The marketing logic of the Really Big Opportunity: niq tion
ue
Using social media as a innovation platform is
to use social media as a word of mouth activator

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The marketing logic of using social media as a
innovation platform - the Hawthorne Effect

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Brand Advocacy (Propensity to Recommend)

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Social Media - The Future?

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Brand as Marketplace:
Creators Consumers
Assuring Quality
A new business model for
brands? Brands as marketplaces

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Ocado
A new business model for
brands? Brands as marketplaces

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iStockphoto as the business
model of the future for brands?

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Take Home
Social Media allows us to market
with people instead of at them

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Thanks for listening!
www.clickadvisor.com www.eyeka.com
crowdsourced insight crowdsourced advertising
paul.marsden@clickadvisor.com