Diagram: B2C Value Creation
m Business Advertising Population Reached
(with a proportion inﬂuenced)
This communication model allows a marketer to
count how many people will receive the message,
and measure the number of people inﬂuenced (the
Diagram: C2C Value Creation & the Momentum Effect
Inﬂuenced to visit brand community. repeats
Some pass along to others. as pass Each interaction
along is an impression
Don’t visit brand custom community,
but positively inﬂuenced.
Some pass along to others.
If the message doesn’t stop once communicated to The B2C value creation
consumer (as in “the momentum effect”), it means we remains a legitimate part of Marketing. SN complements
need a new model for measuring value creation that and extends the impact further than traditional marketing
adds in the consumer to consumer component. could go by activating C2C activities.
B2C2C = Momentum Effect
B2C + C2C = Value Creation In addition to the new model of “B2C + C2C = value
creation,” SN becomes part of the product experience,
The momentum effect: The activation of consumers and the value of SN extends to increases in advocacy
to tell their own personal stories using your brand as and loyalty.
B2C -> [2C]
Base: SN users age 14-40 (n=2,605), Top 2 box scores (3 point scale 1=do not agree at all, 3=completely agree)
— I am never bored when using it... 73%
— There are just so many things to do on this site... 66%
— The site adds fun to going out...
— With SN, I’ve been having more fun in life in general...
— With SN, I’ve been more plugged into the music scene...
— With SN, I’ve felt more on top of trends and what’s new...
— It makes my life more exciting... 45%
— With SN, I’ve discovered brands and products that I really like... 40%
Brands & Products
15!"Never Ending Friending Research Summary, April 2007
Source: Never Ending Friending, 2007
Fox Interactive Media
Friending is the next advertising
In the emerging “Friendonomics” of social networks, stuff you need to know.” Across markets, social
users are making meaningful connections with the
groups, bands, brands and clubs that create a
two-way street of value. As one respondent observed,
“Friends don’t waste your time. But they do tell you
networking users consistently expressed their desire
for brands and organizations to treat them less like
customers…and more like friends.
“Having Puma as a friend is pretty cool. You get some online sales
or whatever since they’re kind of expensive. You can see what kind
of shoes they have.”
— Claire, 18, Chicago
“I don’t want companies to advertise to me. I want them to be my friend.”
— Rob, 27, Los Angeles
“Having a brand like Gibson or Nike as a friend would be cool.
It’s an allegiance kind of thing.”
— Matthew, 25, Chicago
It’s going to be fast-paced, bit-sized, and is
shifting from broadcast concepts to bi- or even
mulitdirectional usage patterns
25% of entertainment (or content) will be created and
consumed within peer communites.
Nokia Report, A Glimpse of the Next Episode, 2008
Companies are predicted to spend more on
“conversational media” (as word of mouth is
sometimes called) than on traditional media
Even if it takes a decade longer than that, now
is the time to start planning for the changing
Foundations aren’t built overnight.
Dave Balter, WOM Manual 2008
Be Part of It
15 percent of our daily conversations
have some product- or service-
Dave Balter, WOM Manual 2008
not what social media communities can do for
your brand — but what your brand can
do for social media communities?
Advertisers need to start with this question
and work backward to marketing goals.
Providing value to social media communities
will be the new cost to distribute
marketing messages in the social
media OS. http://blogs.mediapost.com/spin/?p=1049 , Joe Marchese
Task for communication pros