1




Social
Media
The Business
Opportunity
For Marketing
Agencies


     Dr Paul Marsden
     Clickadvisor.com
2




Dr Paul Marsden | Consumer psychologist
from crowdsourcing site www.clickadvisor.com
3




Social Media | A Commercial Desert?
4



Social Media


  WHAT
 SO WHAT
WHAT NOW
5



       Social Media


Online tools for sharing and
  discussing information
6




       Social Media
Online tools for sharing and
  discussing information
7



Social Networking Platforms


 Online utilities that connect
you to the people around you
8




This is not a social network.
It is a social networking platform.
9




This is a social network, a human
network that connects everybody to
everybody by six conversations
10




Social media - great tools, but
who’s making money with
them?
11




“Anything invented before you were 18 has been there
forever. Anything that turns up before you're 30 is new
and ex...
12




         Sure we can sell
     advertising space on
social media but is that it?
13



Social Media


  WHAT
SO WHAT
WHAT NOW
14




The Big Picture: Social media is changing
our expectations of media - media is now a
participation sport
15




Social media is changing our expectations
Where’s the mouse? A new mantra for marketers
16


Social Media is changing media users into media producers...




          ...Journalists               ...Experts   ...
17




Social media sites now account
   for 50% of Internet traffic
18




The Marketing Implication. Social
media has made word of mouth
even more powerful
19


        How likely would you be to recommend our agency?

0   1   2       3        4   5    6      7     8     9     ...
20

                                       L
                                   Wo ake
                                   ...
21




“A 12% increase in NPS correlates
     to a doubling of growth”
22
23



Social Media


  WHAT
 SO WHAT
WHAT NOW
24




1. Sure, sell social media as an advertising
platform - but Beware the Meatball Sundae
25




2. A Bigger Opportunity - sell social
media as a value delivery
platform - branded utility
26




A Bigger Opportunity: Selling social
media as a value delivery
platform - branded utility
27




A Bigger Opportunity: Selling social
media as a value delivery
platform - branded utility
28




A Bigger Opportunity: Selling social
media as a value delivery
platform - branded utility
29


The marketing logic of the Bigger Opportunity:
Using social media as a value delivery
platform is to use social media...
30


 Using Social Media as Value Delivery        Int Soci
                                                elli al
 Channe...
31




Social Media: The Really
BIG opportunity
32




The Really BIG Opportunity: Selling social
     media as an innovation platform -
            crowdsourcing brand f...
33




The Really BIG Opportunity: Selling social
     media as an innovation platform -
            crowdsourcing brand f...
34




The Really BIG Opportunity: Selling social
     media as an innovation platform -
            crowdsourcing brand f...
35




The Really BIG Opportunity: Selling social
     media as an innovation platform -
            crowdsourcing brand f...
36




The Really BIG Opportunity: Selling social
     media as an innovation platform -
            crowdsourcing brand f...
37




The Really BIG Opportunity: Selling social
     media as an innovation platform -
            crowdsourcing brand f...
38




The Really BIG Opportunity: Selling social
     media as an innovation platform -
            crowdsourcing brand f...
39

                                                      Ne Sala
                                                        ...
40




The marketing logic of using social media as a
innovation platform - the Hawthorne Effect
41


Brand Advocacy (Propensity to Recommend)
42



Social Media - The Future?
43




                       Brand as Marketplace:
      Creators                                 Consumers
             ...
44




                                 Ocado




A new business model for
brands? Brands as marketplaces
45




iStockphoto as the business
model of the future for brands?
46



          Take Home


Social Media allows us to market
 with people instead of at them
47




Thanks for listening!




   www.clickadvisor.com                    www.eyeka.com
   crowdsourced insight         ...
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Social Media | The Business Opportunity for Marketing Agencies

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Social Media | The Business Opportunity for Marketing Agencies

  1. 1 Social Media The Business Opportunity For Marketing Agencies Dr Paul Marsden Clickadvisor.com
  2. 2 Dr Paul Marsden | Consumer psychologist from crowdsourcing site www.clickadvisor.com
  3. 3 Social Media | A Commercial Desert?
  4. 4 Social Media WHAT SO WHAT WHAT NOW
  5. 5 Social Media Online tools for sharing and discussing information
  6. 6 Social Media Online tools for sharing and discussing information
  7. 7 Social Networking Platforms Online utilities that connect you to the people around you
  8. 8 This is not a social network. It is a social networking platform.
  9. 9 This is a social network, a human network that connects everybody to everybody by six conversations
  10. 10 Social media - great tools, but who’s making money with them?
  11. 11 “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
  12. 12 Sure we can sell advertising space on social media but is that it?
  13. 13 Social Media WHAT SO WHAT WHAT NOW
  14. 14 The Big Picture: Social media is changing our expectations of media - media is now a participation sport
  15. 15 Social media is changing our expectations Where’s the mouse? A new mantra for marketers
  16. 16 Social Media is changing media users into media producers... ...Journalists ...Experts ...DJs ...Broadcasters ...Publishers ...Critics ...Editors ...Archivists ...Network Owners
  17. 17 Social media sites now account for 50% of Internet traffic
  18. 18 The Marketing Implication. Social media has made word of mouth even more powerful
  19. 19 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
  20. 20 L Wo ake be Eff gon ec t 80% of CEO’s believe their company offers a superior experience... ...8% of their customers agree
  21. 21 “A 12% increase in NPS correlates to a doubling of growth”
  22. 22
  23. 23 Social Media WHAT SO WHAT WHAT NOW
  24. 24 1. Sure, sell social media as an advertising platform - but Beware the Meatball Sundae
  25. 25 2. A Bigger Opportunity - sell social media as a value delivery platform - branded utility
  26. 26 A Bigger Opportunity: Selling social media as a value delivery platform - branded utility
  27. 27 A Bigger Opportunity: Selling social media as a value delivery platform - branded utility
  28. 28 A Bigger Opportunity: Selling social media as a value delivery platform - branded utility
  29. 29 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
  30. 30 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
  31. 31 Social Media: The Really BIG opportunity
  32. 32 The Really BIG Opportunity: Selling social media as an innovation platform - crowdsourcing brand futures
  33. 33 The Really BIG Opportunity: Selling social media as an innovation platform - crowdsourcing brand futures
  34. 34 The Really BIG Opportunity: Selling social media as an innovation platform - crowdsourcing brand futures
  35. 35 The Really BIG Opportunity: Selling social media as an innovation platform - crowdsourcing brand futures
  36. 36 The Really BIG Opportunity: Selling social media as an innovation platform - crowdsourcing brand futures
  37. 37 The Really BIG Opportunity: Selling social media as an innovation platform - crowdsourcing brand futures
  38. 38 The Really BIG Opportunity: Selling social media as an innovation platform - crowdsourcing brand futures
  39. 39 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
  40. 40 The marketing logic of using social media as a innovation platform - the Hawthorne Effect
  41. 41 Brand Advocacy (Propensity to Recommend)
  42. 42 Social Media - The Future?
  43. 43 Brand as Marketplace: Creators Consumers Assuring Quality A new business model for brands? Brands as marketplaces
  44. 44 Ocado A new business model for brands? Brands as marketplaces
  45. 45 iStockphoto as the business model of the future for brands?
  46. 46 Take Home Social Media allows us to market with people instead of at them
  47. 47 Thanks for listening! www.clickadvisor.com www.eyeka.com crowdsourced insight crowdsourced advertising paul.marsden@clickadvisor.com
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