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
us...
The
social
media
brief



          quot;My
client
wants
to
create
a
Facebook
group.

         Develop
a
blog.
Reach
out
t...
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
...
Youcracy

David
Armano

Isola7on

ScoJ
OJe

Communica7on

ScoJ
OJe

Collabora7on

ScoJ
OJe

Surf
is
over,
Life
took
over

            Communica7on
            Informa7on
    Entertainment




                     3...
What’s
in
it
for
the
marketer?

Why
does
it
maJer?



                                  2%




                                  98 %




                ...
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
thems...
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




...
Offense:
Dove

             Value


          Shared

                              Profit

       Experience




       Exp...
Offense:
Dove

             Value


          Shared

                              Profit

       Experience




       Exp...
Offense:
Dove

             Value

                                                          Peers

          Shared

     ...
Offense:
Dove

             Value

                                                        Peers

          Shared

       ...
Offense:
Dove

             Value

                                                         Peers

          Shared

      ...
Financial
services
firms

             Value


          Shared

                              Profit

       Experience
   ...
Defense

             Value


          Shared

                              Profit
              Flog

       Experience
...
Defense

             Value


          Shared

                              Profit
              Flog

       Experience
...
Defense

             Value


          Shared

                              Profit

       Experience
                   ...
Defense
     Offense


        P
           People

       Isolated

   Networking




        O
           Objec7ves

    ...
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

quot;We've
been
voted
the
best

marketer
of
the
20th
century,
but

that's
because
we
were
the

biggest
shouters.
In
the
21...
Sources
/
InspiraKon

•  David
Armano
–
Logic
   +EmoKon

•  Mark
Taylor
–

   Wunderman

•  Caroline
Vogt
–
MicrosoC

•  ...
Socialnetwork Iab
Socialnetwork Iab
Socialnetwork Iab
Socialnetwork Iab
Socialnetwork Iab
Socialnetwork Iab
Socialnetwork Iab
Socialnetwork Iab
Socialnetwork Iab
Socialnetwork Iab
Socialnetwork Iab
Socialnetwork Iab
Socialnetwork Iab
Socialnetwork Iab
Socialnetwork Iab
Socialnetwork Iab
Socialnetwork Iab
Socialnetwork Iab
Socialnetwork Iab
Socialnetwork Iab
Socialnetwork Iab
Socialnetwork Iab
Upcoming SlideShare
Loading in...5
×

Socialnetwork Iab

1,018

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,018
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
19
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Socialnetwork Iab"

  1. 1. Social
Networks
 IAB
Workshop
 June
2008

  2. 2. About
Me
 David
Hachez
 www.theaCer.be/


  3. 3. Today
 •  Social
Networks
 •  Xbox
Case
 •  AJenKo

  4. 4. 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

  5. 5. The
social
media
brief
 quot;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!quot;
 Rolling
Talks

  6. 6. The
Break
Up
–
part
1

  7. 7. TIME
&
SPACE
 24/7
‐
WW

  8. 8. NETWORKS
 One
to
all
&
P2P

  9. 9. ENCODING
 ∞

  10. 10. CONTRIBUTE
 Review,
Rate
&
Publish

  11. 11. SEARCH
 Find
&
Retrieve

  12. 12. 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

  13. 13. Youcracy

  14. 14. David
Armano

  15. 15. Isola7on
 ScoJ
OJe

  16. 16. Communica7on
 ScoJ
OJe

  17. 17. Collabora7on
 ScoJ
OJe

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

  19. 19. What’s
in
it
for
the
marketer?

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

  21. 21. Social
is
the
new
currency

  22. 22. Top
20
Websites
on
25‐44
Belgian
 Comscore

  23. 23. MeeKng
people
 Google
Trends

  24. 24. Finding
a
Job
 Google
Trends

  25. 25. Entertainment
 Google
Trends

  26. 26. Gejng
informed
 Google
Trends

  27. 27. How
can
I
fit
in
that
picture?
 As
a
marketer

  28. 28. EvoluKon

  29. 29. “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

  30. 30. David
Armano

  31. 31. Context
 David
Armano

  32. 32. Behavior
 David
Armano

  33. 33. Youcracy

  34. 34. Share
of
conversaKons
 is
the
new
(baJle)
challenge

  35. 35. Cases

  36. 36. Offense:
Dove
 Value
 Experience
 Product
 Source:
Forrester

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

  38. 38. 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

  39. 39. 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

  40. 40. 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

  41. 41. 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

  42. 42. 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

  43. 43. 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

  44. 44. 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

  45. 45. 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

  46. 46. 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

  47. 47. Defense
 Offense
 P
 People

 Isolated

 Networking

 O
 Objec7ves

 Low
cost

 High
value

 S
 Strategy

 Product

 Story

 T
 Technology

 Monitor,
 Respond
 Network,
 Enabling

 Source:
Forrester

  48. 48. Xbox
Case

  49. 49. Social
Networks
 experiences

  50. 50. My
Network(s)
 www.facebook.com

  51. 51. Banking
together
 www.zopa.com

  52. 52. Uber
Social
 www.ubervu.com

  53. 53. Working
together
 www.acrobat.com

  54. 54. Working
together
 www.zoho.com

  55. 55. Knowledge
sharing
 www.slideshare.net

  56. 56. CollecKve
knowledge
 www.wikipedia.org

  57. 57. CollecKve
search
 www.mahalo.com

  58. 58. CollecKve
life
 www.dipity.com

  59. 59. Instant
audience
 www.twiJer.com

  60. 60. Broadcast
now
 www.ustream.tv


  61. 61. SOCIAL
IN
THE
GENES

  62. 62. The
Break
Up
part
2

  63. 63. Future

  64. 64. Web
3.0

  65. 65. quot;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.quot;
 Greg
Icenhower
P&G
2001

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

  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×