Social Networks IAB Workshop June 2008

About Me David Hachez www.theafter.be/

Today Social Networks Xbox Case Attentio

Social Networks

Xbox Case

Attentio

Definition Social networking websites are sites that allow internet users to have the ability to add user-generated content such as: comments, reviews, feedback, ratings, pictures, video or their own dedicated pages. Social networking is word of mouth Scott Otte - Wrangler

Social networking websites are sites that allow internet users to have the ability to add user-generated content such as: comments, reviews, feedback, ratings, pictures, video or their own dedicated pages.

Social networking is word of mouth

The social media brief "My client wants to create a Facebook group. Develop a blog. Reach out to possible audience on YouTube. Can you send us a price estimate? For tomorrow? Thanks!" Rolling Talks

"My client wants to create a Facebook group. Develop a blog. Reach out to possible audience on YouTube. Can you send us a price estimate? For tomorrow? Thanks!"

The Break Up – part 1

TIME & SPACE 24/7 - WW

NETWORKS One to all & P2P

ENCODING ∞

CONTRIBUTE Review, Rate & Publish

SEARCH Find & Retrieve

Another Definition Think about how you use the Web right now compared to six years ago. Now think about how our children are using it. Social Media is the innovation of our time . Whether or not the internet becomes a mass media is irrelevant. Our behavior and the behavior of future generations has been irreversibly altered. David Armano

Think about how you use the Web right now compared to six years ago.

Now think about how our children are using it. Social Media is the innovation of our time . Whether or not the internet becomes a mass media is irrelevant. Our behavior and the behavior of future generations has been irreversibly altered.

Youcracy

David Armano

Isolation Scott Otte

Scott Otte

Communication Scott Otte

Scott Otte

Collaboration Scott Otte

Scott Otte

S urf is over, Life took over Communication Information Entertainment Surfing Transactions Creation 38% 22% 17% 8% 7% 5% Caroline Vogt – Microsoft Research

What’s in it for the marketer?

Why does it matter? Credibility of People’s opinion 2 % 98 % Emarketer.com

Social is the new currency

Top 20 Websites on 25-44 Belgian Comscore

Meeting people Google Trends

Finding a Job Google Trends

Entertainment Google Trends

Getting informed Google Trends

How can I fit in that picture? As a marketer

Evolution

“ In the struggle for survival, the fittest win out at the expense of their rivals because they succeed in adapting themselves best to their environment . ” Charles Darwin

“ In the struggle for survival, the fittest win out at the expense of their rivals because they succeed in adapting themselves best to their environment . ”

Charles Darwin

David Armano

David Armano Context

David Armano Behavior

Youcracy

Share of conversations is the new (battle) challenge

Cases

Offense: Dove Value Source: Forrester Product Experience

Offense: Dove Value Costs Source: Forrester Product Experience Shared Experience Social Marketing Product, Place, Price, R&D, Production Promotion, Branding, Loyalty

Offense: Dove Social Marketing Value Costs Product, Place, Price, R&D, Production Promotion, Branding, Loyalty Loss Profit Source: Forrester Product Experience Shared Experience

Offense: Dove Social Marketing Value Costs Loss Profit Product, Place, Price, R&D, Production Promotion, Branding, Loyalty Source: Forrester Product Experience Shared Experience

Offense: Dove Social Marketing Value Costs Loss Profit Product, Place, Price, R&D, Production Promotion, Branding, Loyalty Peers Source: Forrester Product Experience Shared Experience

Offense: Dove Social Marketing Value Costs Loss Profit Product, Place, Price, R&D, Production Promotion, Branding, Loyalty Peers WOM Source: Forrester Product Experience Shared Experience

Offense: Dove Social Marketing Value Costs Loss Profit Product, Place, Price, R&D, Production Promotion, Branding, Loyalty Peers WOM Co-creation Source: Forrester Product Experience Shared Experience

Financial services firms 47% 25% 28% Social Marketing Value Costs Loss Profit Product, Place, Price, R&D, Production Promotion, Branding, Loyalty Source: Forrester Product Experience Shared Experience

Defense 47% 25% Social Marketing Value Costs Loss Profit Product, Place, Price, R&D, Production Promotion, Branding, Loyalty Flog Source: Forrester Product Experience Shared Experience

Defense 47% Service error Social Marketing Value Costs Loss Profit Product, Place, Price, R&D, Production Promotion, Branding, Loyalty Source: Forrester Flog Product Experience Shared Experience

Defense Consumer review Social Marketing Value Costs Loss Profit Product, Place, Price, R&D, Production Promotion, Branding, Loyalty Service error Flog Source: Forrester Product Experience Shared Experience

Defense Offense Source: Forrester P O S T People Objectives Strategy Technology Isolated Low cost Product Monitor, Respond Networking High value Story Network, Enabling

Xbox Case

Social Networks experiences

My Network(s) www.facebook.com

Banking together www.zopa.com

Uber Social www.ubervu.com

Working together www.acrobat.com

Working together www.zoho.com

Knowledge sharing www.slideshare.net

Collective knowledge www.wikipedia.org

Collective search www.mahalo.com

Collective life www.dipity.com

Instant audience www.twitter.com

Broadcast now www.ustream.tv

SOCIAL IN THE GENES

The Break Up part 2

Future

Web 3.0

"We've been voted the best marketer of the 20th century, but that's because we were the biggest shouters. In the 21st century, we want to be the best listeners." Greg Icenhower P&G 2001

"We've been voted the best marketer of the 20th century, but that's because we were the biggest shouters. In the 21st century, we want to be the best listeners."

Greg Icenhower P&G 2001

Sources / Inspiration David Armano – Logic+Emotion Mark Taylor – Wunderman Caroline Vogt – Microsoft Scott Otte – Wrangler Japp Favier – Forrester Youcracy – GoViral Joseph Jaffe The web…

David Armano – Logic+Emotion

Mark Taylor – Wunderman

Caroline Vogt – Microsoft

Scott Otte – Wrangler

Japp Favier – Forrester

Youcracy – GoViral

Joseph Jaffe

The web…