Social Media | The Business Opportunity for Marketing Agencies

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 exciting. Anything after that is a threat to the world and must be destroyed.” Jim Grifﬁn - OneHouse

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

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 ...DJs ...Broadcasters ...Publishers ...Critics ...Editors ...Archivists ...Network Owners

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 10 Detractors Neutrals Promoters What others say about you is more important than what you say about yourself

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

22

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

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 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 Social Media: The Really BIG opportunity

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

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 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 Assuring Quality A new business model for brands? Brands as marketplaces

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 crowdsourced advertising paul.marsden@clickadvisor.com

Social Media | The Business Opportunity for Marketing Agencies

0 comments

Notes on slide 1

46 Favorites & 1 Group