Deeper, Higher, Wider Granularity, Sociability, Responsibility @petercrosby
Viadeo is… 1 million  new members  /  Month 150 million  viewed pages  /  Month 120 000  connections  /  Day 30 million  m...
David vs. Goliath ?
One size fits all  vs.  The world’s PSN
In the beginning… bulletin boards
Professional Social Network: Where ? Everywhere  (1.7Bn Internet users worldwide) 360M 81M Internet population (in million...
DEEPER  GRANULARITY <ul><li>Don’t disrupt the user  journey </li></ul><ul><li>Mobile finding solutions to disruption </li>...
DEEPER  GRANULARITY <ul><li>Quality versus quantity </li></ul><ul><li>Low volumes, highly targeted lead to better CTR </li...
DEEPER  GRANULARITY <ul><li>Immersive & useful </li></ul><ul><li>Time/ Situation/ Geo-location </li></ul><ul><li>The 3D co...
HIGHER  SOCIABILITY v <ul><li>The power of Community </li></ul><ul><li>IBM </li></ul><ul><li>Cardinal Health </li></ul><ul...
HIGHER  SOCIABILITY v <ul><li>Paul Revere </li></ul><ul><li>They’re talking anyway </li></ul><ul><li>Content that gets pus...
HIGHER  SOCIABILITY v <ul><li>Social recruiting </li></ul><ul><li>Data driven proposition </li></ul><ul><li>Cartier </li><...
WIDER  RESPONISIBILITY <ul><li>We know where you’re going on holiday </li></ul><ul><li>« best buddy » not « big brother » ...
WIDER  RESPONISIBILITY <ul><li>Why would I want to participate? </li></ul><ul><li>Reject or engage </li></ul><ul><li>ebay ...
WIDER  RESPONISIBILITY <ul><li>Don’t overstay your welcome </li></ul><ul><li>Open & easy to access opt out policy </li></u...
twitter:  @petercrosby
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Granularity, Sociability & Responsibility in Social Media Advertising #SMMUK10

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  • Granularity, Sociability & Responsibility in Social Media Advertising #SMMUK10

    1. 1. Deeper, Higher, Wider Granularity, Sociability, Responsibility @petercrosby
    2. 2. Viadeo is… 1 million new members / Month 150 million viewed pages / Month 120 000 connections / Day 30 million members worldwide
    3. 3. David vs. Goliath ?
    4. 4. One size fits all vs. The world’s PSN
    5. 5. In the beginning… bulletin boards
    6. 6. Professional Social Network: Where ? Everywhere (1.7Bn Internet users worldwide) 360M 81M Internet population (in million users) Source: www.internetworldstats.com 96M 87M 30M 43M 54M 30M 45M 29M 46M 20M 67M 20M 27M 20M 8M 220M 28M 13M 10M 11M 5M 4M 17M 32M 7M 19M
    7. 7. DEEPER GRANULARITY <ul><li>Don’t disrupt the user journey </li></ul><ul><li>Mobile finding solutions to disruption </li></ul><ul><li>Why introduce dissonance at the point of the ad serve? </li></ul><ul><li>Greater impact by walking the user path </li></ul>
    8. 8. DEEPER GRANULARITY <ul><li>Quality versus quantity </li></ul><ul><li>Low volumes, highly targeted lead to better CTR </li></ul><ul><li>… & higher levels of advocacy </li></ul><ul><li>But volume is the security blanket </li></ul>
    9. 9. DEEPER GRANULARITY <ul><li>Immersive & useful </li></ul><ul><li>Time/ Situation/ Geo-location </li></ul><ul><li>The 3D consumer portrait </li></ul><ul><li>Nokia Point & Find </li></ul>
    10. 10. HIGHER SOCIABILITY v <ul><li>The power of Community </li></ul><ul><li>IBM </li></ul><ul><li>Cardinal Health </li></ul><ul><li>Don’t build a village </li></ul>
    11. 11. HIGHER SOCIABILITY v <ul><li>Paul Revere </li></ul><ul><li>They’re talking anyway </li></ul><ul><li>Content that gets pushed & recommended </li></ul><ul><li>Digital word of mouth </li></ul>
    12. 12. HIGHER SOCIABILITY v <ul><li>Social recruiting </li></ul><ul><li>Data driven proposition </li></ul><ul><li>Cartier </li></ul><ul><li>Good ol’ fashioned data </li></ul>
    13. 13. WIDER RESPONISIBILITY <ul><li>We know where you’re going on holiday </li></ul><ul><li>« best buddy » not « big brother » </li></ul><ul><li>O2 More </li></ul><ul><li>Narrowcast </li></ul>
    14. 14. WIDER RESPONISIBILITY <ul><li>Why would I want to participate? </li></ul><ul><li>Reject or engage </li></ul><ul><li>ebay Germany </li></ul><ul><li>Always opt-in </li></ul>
    15. 15. WIDER RESPONISIBILITY <ul><li>Don’t overstay your welcome </li></ul><ul><li>Open & easy to access opt out policy </li></ul><ul><li>Parature </li></ul><ul><li>Resist the temptation… </li></ul>
    16. 16. twitter: @petercrosby

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