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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?
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                 ...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
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 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
33




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




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




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




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




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




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

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Social Media | The Business Opportunity for Marketing Agencies

  • 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
  • 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