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. 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
19. 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
25. Surf is over, Life took over
Communica7on Informa7on Entertainment
38% 22% 17%
Surfing Transac7ons Crea7on
8% 7% 5%
Caroline Vogt – MicrosoC Research
52. Offense: Dove
Value
Experience
Product
Source: Forrester
53. Offense: Dove
Value
Shared
Experience
Experience
Product
Product, Place, Promo(on, Social Costs
Price, R&D, Branding, Marke(ng
Produc(on Loyalty
Source: Forrester
54. 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
55. 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
56. 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
57. 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
58. 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
59.
60.
61. 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
62. 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
63. 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
64. 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
65. Defense Offense
P People Isolated Networking
O Objec7ves Low cost High value
S Strategy Product Story
T Technology Monitor,
Respond
Network,
Enabling
Source: Forrester
