Social Networks
IAB Workshop
June 2008

About Me
David Hachez
www.theaCer.be/

Today
• Social Networks
• Xbox Case
• AJenKo

DefiniKon
• Social networking websites are sites that allow
internet users to have the ability to add user‐
generated content such as: comments,
reviews, feedback, raKngs, pictures, video or
their own dedicated pages.
Social networking is word of mouth
ScoJ OJe ‐ Wrangler

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 esKmate?
For tomorrow? Thanks!\"
Rolling Talks

The Break Up – part 1

TIME & SPACE
24/7 ‐ WW

NETWORKS
One to all & P2P

ENCODING
∞

CONTRIBUTE
Review, Rate & Publish

SEARCH
Find & Retrieve

Another DefiniKon
• 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 innova7on of our 7me.
Whether or not the internet becomes a mass
media is irrelevant. Our behavior and the
behavior of future generaKons has been
irreversibly altered.
David Armano

Youcracy

David Armano

Isola7on
ScoJ OJe

Communica7on
ScoJ OJe

Collabora7on
ScoJ OJe

Surf is over, Life took over
Communica7on Informa7on Entertainment
38% 22% 17%
Surfing Transac7ons Crea7on
8% 7% 5%
Caroline Vogt – MicrosoC Research

What’s in it for the marketer?

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

Social is the new currency

Top 20 Websites on 25‐44 Belgian
Comscore

MeeKng people
Google Trends

Finding a Job
Google Trends

Entertainment
Google Trends

Gejng informed
Google Trends

How can I fit in that picture?
As a marketer

EvoluKon

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

David Armano

Context
David Armano

Behavior
David Armano

Youcracy

Share of conversaKons
is the new (baJle) challenge

Cases

Offense: Dove
Value
Experience
Product
Source: Forrester

Offense: Dove
Value
Shared
Experience
Experience
Product
Product, Place, Promo(on, Social Costs
Price, R&D, Branding, Marke(ng
Produc(on Loyalty
Source: Forrester

Offense: Dove
Value
Shared
Profit
Experience
Experience
Product Loss
Product, Place, Promo(on, Social Costs
Price, R&D, Branding, Marke(ng
Produc(on Loyalty
Source: Forrester

Offense: Dove
Value
Shared
Profit
Experience
Experience
Product Loss
Product, Place, Promo(on, Social Costs
Price, R&D, Branding, Marke(ng
Produc(on Loyalty
Source: Forrester

Offense: Dove
Value
Peers
Shared
Profit
Experience
Experience
Product Loss
Product, Place, Promo(on, Social Costs
Price, R&D, Branding, Marke(ng
Produc(on Loyalty
Source: Forrester

Offense: Dove
Value
Peers
Shared
Profit
Experience
Experience WOM
Product Loss
Product, Place, Promo(on, Social Costs
Price, R&D, Branding, Marke(ng
Produc(on Loyalty
Source: Forrester

Offense: Dove
Value
Peers
Shared
Profit
Experience
Experience WOM
Product Co‐crea(on Loss
Product, Place, Promo(on, Social Costs
Price, R&D, Branding, Marke(ng
Produc(on Loyalty
Source: Forrester

Financial services firms
Value
Shared
Profit
Experience 28%
Experience
25%
Product 47% Loss
Product, Place, Promo(on, Social Costs
Price, R&D, Branding, Marke(ng
Produc(on Loyalty
Source: Forrester

Defense
Value
Shared
Profit Flog
Experience
Experience
25%
Product 47% Loss
Product, Place, Promo(on, Social Costs
Price, R&D, Branding, Marke(ng
Produc(on Loyalty
Source: Forrester

Defense
Value
Shared
Profit Flog
Experience
Service
error
Experience
Product 47% Loss
Product, Place, Promo(on, Social Costs
Price, R&D, Branding, Marke(ng
Produc(on Loyalty
Source: Forrester

Defense
Value
Shared
Profit
Experience Flog
Service
error
Consumer
Experience
review
Product Loss
Product, Place, Promo(on, Social Costs
Price, R&D, Branding, Marke(ng
Produc(on Loyalty
Source: Forrester

Defense Offense
P People Isolated Networking
O Objec7ves Low cost High value
S Strategy Product Story
T Technology Monitor,
Respond
Network,
Enabling
Source: Forrester

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

CollecKve knowledge
www.wikipedia.org

CollecKve search
www.mahalo.com

CollecKve life
www.dipity.com

Instant audience
www.twiJer.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

Sources / InspiraKon
• David Armano – Logic
+EmoKon
• Mark Taylor –
Wunderman
• Caroline Vogt – MicrosoC
• ScoJ OJe – Wrangler
• Japp Favier – Forrester
• Youcracy – GoViral
• Joseph Jaffe
• The web…