Mms Marketing 120109

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Social Media and Virtual Worlds in Marketing Presentation for Fuqua MMS Students

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Mms Marketing 120109

  1. 1. Marketing meets Social Media and Virtual Worlds<br />Tony O’DriscollFuqua School of Business<br />
  2. 2. The Era of the Digital Native<br />
  3. 3. Webvolution<br />3Di <br />Web 2.0<br />Web 1.0<br />Access<br />Find<br />Share<br />Participate<br />Co-Create<br />Collaborate<br />ValueProposition<br />PosterChildren<br />
  4. 4. Web 1.0: Yahoo versus Google<br />Banner Ads<br />Search Based Ads<br />
  5. 5. Web 2.0<br />
  6. 6. Michael Wesch’s Story<br />
  7. 7. User Generated Alternatives<br />
  8. 8. Practical Application Exercise<br />Your Task: Build a Web 2.0 Advertizing Campaign for GM’s Chevy Tahoe<br /><ul><li>Think about the User Generated approach discussed by Wesch
  9. 9. Outline the key Web 2.0 Tools and Incentives You Would Use</li></ul>(5 Minutes)<br />
  10. 10. Here’s What Happened !<br />
  11. 11. Ford Learns from GM<br />
  12. 12. Web 2.0 + Wireless = PersoLocoLization<br />
  13. 13. Here Comes the Immersive Internet!<br />
  14. 14. 3Di: Defining Virtual Worlds<br />Second Life is some unholy offspring of the movie The Matrix, the social networking site MySpace and the online marketplace eBay Business Week<br />Sources: Business Week April 2006, The Economist. Living a Second Life, Sept. 28, 2006<br />
  15. 15. Virtual World Economics<br />Clearly of social activity migrates to synthetic worlds, economic activity will go there as well. The volume of annual trade in synthetic worlds already exceeds $2B Castranova<br />
  16. 16. Brands in Second Life<br />
  17. 17. GM Trumps Toyota in SL<br />Scion Island<br />Motorati Island<br />Control<br />Curation<br />
  18. 18. MTV: Couch Potatoes to Mouse Potatoes<br />Passive Media<br />Immersive Media<br />
  19. 19. Marketing in the Digital Age<br /><ul><li>From GENERIC to SPECIFIC
  20. 20. FromBROAD SEGMENTATION to DYNAMIC PERSONALIZATION
  21. 21. From ONE-WAY TRANSACTION to DYNAMIC INTERACTION
  22. 22. From CONTENT CREATION to EXPERIENCE CO-CREATION
  23. 23. From BRAND MANAGEMENT to BRAND CURATION</li></li></ul><li>Thank You !<br />

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