The Challenge of                              Relevance                            ready or not, here it comes...         ...
What we’ll cover today                • The phenomenon                • Why it matters to your Company                • Ho...
Where                          are We?Tuesday, April 12, 2011
Source: Universal McCann, Social Media Tracker, wave 3                                                   Blog READERS     ...
Source: Universal McCann, Social Media Tracker, wave 3                                                    Blog WRITERS    ...
All adults                                      22 14      Creators                Gen Y                                  ...
THE GEN-Y IMPACT ON                               BUSINESSES                   Recorded                          MusicTues...
change their behaviour as a result                              of their online participation, and                        ...
Write a blog                                                                  Upload pictures                             ...
MORE THAN BLOGS           Blogging platforms                  Blogger, Typepad, Wordpress              Microblogging      ...
Tuesday, April 12, 2011
PEOPLE ARE.                                WHAT IS                             THE INTERNET’                          KILL...
PEOPLE ARE.                              PEOPLE ARE                             THE INTERNET’                          KIL...
Why                      should I care?Tuesday, April 12, 2011
THE CONNECTION TO OUR BUSINESS                                                                        100%                ...
CONSUMERS                  CAPITAL                  MARKETS             REGULATORS                          SOCIETY   EMPL...
OUR RELATIONSHIP TO OUR CUSTOMERS                                                         In the past...                  ...
OUR RELATIONSHIP TO OUR EMPLOYEES                                        www.glassdoor.comTuesday, April 12, 2011
THEIR RELATIONSHIP TO OUR BRANDS                                       www.vanno.comTuesday, April 12, 2011
PEOPLE: THE NEXT REGULATORY AGENCY?                                          www.nevadacomparecare.netTuesday, April 12, 2...
Who’d trust a blog?Tuesday, April 12, 2011
Original article posted @4:38AMTuesday, April 12, 2011
Error 3 corrected @5:01AMTuesday, April 12, 2011
Error 1 corrected (2x) @5:22AMTuesday, April 12, 2011
Error 2 corrected @5:24AMTuesday, April 12, 2011
Nobody reads blogs!Tuesday, April 12, 2011
Who is Mark           Russinovich?Tuesday, April 12, 2011
31/10/2005Tuesday, April 12, 2011
16/11/2005Tuesday, April 12, 2011
Brands are love stories                Connecting people                Just do it                I’m lovin’ it           ...
Tuesday, April 12, 2011
Broken !Tuesday, April 12, 2011
What is the future of            Marketing & AdvertisingTuesday, April 12, 2011
There isn’t any !                                       Image credit: Simon Law, Montréal, CanadaTuesday, April 12, 2011
Some questions                  you may be                asking yourselfTuesday, April 12, 2011
A traditional campaignFeedback                          WE     THEMCampaignTuesday, April 12, 2011
A Social Media campaignInsight                          WE   THEMCampaignTuesday, April 12, 2011
A general overview                                       Content       Online                                             ...
Lesson 1Tuesday, April 12, 2011
Lesson 2Tuesday, April 12, 2011
CLEARLY     WHO are we targeting?                          WHAT are their interests?               DEFINED    WHERE can we...
DEVELOP                            WHO are we targeting?                 A GOOD    WHAT are their interests?              ...
MAP &                           WHO are we targeting?                MONITOR   WHAT are their interests?                  ...
WHO are we targeting?               HAVE WE    WHAT are their interests?               GOT ONE?                          W...
THEIR      WHO are we targeting?              SANDBOX,    WHAT are their interests?                THEIR                  ...
Q WEBSITE            STAKEHOLDERS                          :                          MY                               DOE...
CAMPAIGN                           STARTS        SupradynMulticentrumTuesday, April 12, 2011
Q MAY I                            :      TURN THEM                                               INTO                    ...
Tuesday, April 12, 2011
Q DE LOP                    HOW                   :I                                DO                                    ...
A VIRTUAL LOVER       WWW.MYSECRETOBSESSION.ITTuesday, April 12, 2011
Q WHAT                            :                                    IS                                         THE     ...
Tuesday, April 12, 2011
Q                              :ISSUES                                   IS IT POSSIBLE                              TO   ...
Tuesday, April 12, 2011
Tuesday, April 12, 2011
1                 Digital SelfTuesday, April 12, 2011                                   IDENTITY                          ...
2             tr                ea                          m                                        FACEBOOK             ...
Conclusions                          & ResourcesTuesday, April 12, 2011
Further reading         •     Social Media Tracker, wave 3 (Universal McCann)                      http://www.universalmcc...
Conclusions     • Your stakeholders have changed, and now claim an            active role in their relationship to your br...
The Challenge of                             Relevance                   ready or not, here come...   the questions!Tuesda...
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Gianni Catalfamo on SMSPrague 2011

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Gianni Catalfamo on SMSPrague 2011

  1. 1. The Challenge of Relevance ready or not, here it comes... Gianni Catalfamo European Director, Digital & Social MediaTuesday, April 12, 2011
  2. 2. What we’ll cover today • The phenomenon • Why it matters to your Company • How do you go about this • Conclusions & further readingTuesday, April 12, 2011
  3. 3. Where are We?Tuesday, April 12, 2011
  4. 4. Source: Universal McCann, Social Media Tracker, wave 3 Blog READERS 100% mar 2008 sep 2006 jun 2007 80% 60% 40% 20% US UK GER 0% FRA ITA CHNTuesday, April 12, 2011
  5. 5. Source: Universal McCann, Social Media Tracker, wave 3 Blog WRITERS 100% 100% mar 2008 sep 2006 jun 2007 80% 60% 40% 20% US US UK UK GER 0% 0% GER FRA FRA ITA ITA CHN CHNTuesday, April 12, 2011
  6. 6. All adults 22 14 Creators Gen Y 28 16 Critics 24 11 Collectors 54 22 Joiners 64 43 Spectators 23 49 Source: Forrester research, sep 08 InactivesTuesday, April 12, 2011
  7. 7. THE GEN-Y IMPACT ON BUSINESSES Recorded MusicTuesday, April 12, 2011
  8. 8. change their behaviour as a result of their online participation, and report an improved sense of well- being and a better understanding of their condition(s) 39% Source: Pew Internet & American Life Project (2007) 80% of patients use online support groups to discuss medications and treatments with other patientsTuesday, April 12, 2011
  9. 9. Write a blog Upload pictures Twitter YouTube discuss onNewsgroups, Forums, Social MediaMailing lists LinkedIn Facebook MySpace Evaluate and share content on digg, del.icio.usTuesday, April 12, 2011
  10. 10. MORE THAN BLOGS Blogging platforms Blogger, Typepad, Wordpress Microblogging Jaiku, Twitter, beemood Bulletin boards Usenet Support forum Any website Shared knowledge Wikipedia, Yahoo’s “Ask a question”, LinkedIn’s “Answers” Reputation systems eBay, Amazon, Craigslist Video platforms Google Video, YouTube, Metacafe, Joost Photosharing Flickr, Picasa, Zoomr, Photobucket, ImageShack Business networks Xing, LinkedIn Social networks Facebook, Orkut, Friendster, MySpace, MSN Spaces Virtual realities Second Life, Habbo, NeoPets MMO(RP)Gs WoW, D&D Online, The Sims Online Semantic web (web 3.0) Del.icio.us, DiggTuesday, April 12, 2011
  11. 11. Tuesday, April 12, 2011
  12. 12. PEOPLE ARE. WHAT IS THE INTERNET’ KILLER APPLICATION ?Tuesday, April 12, 2011
  13. 13. PEOPLE ARE. PEOPLE ARE THE INTERNET’ KILLER APPLICATION !Tuesday, April 12, 2011
  14. 14. Why should I care?Tuesday, April 12, 2011
  15. 15. THE CONNECTION TO OUR BUSINESS 100% 95% 97.3% 90% 85% 94% 1st weekend 80% Tweet rate 2nd weekend n° of theaters Tweet rate positive/negative Twitter as a predictor of n° of theaters box-office revenues Source: Sitaram Asur, Bernardo Huberman (HP Labs)Tuesday, April 12, 2011
  16. 16. CONSUMERS CAPITAL MARKETS REGULATORS SOCIETY EMPLOYEESTuesday, April 12, 2011
  17. 17. OUR RELATIONSHIP TO OUR CUSTOMERS In the past... Today we informed them they look up Information with our ads customer reviews they choose dealerships we drove them to a dealer from a service-rating Action with a DR campaign independent website they share on discussion we gauged them Reaction through focus groups boards their experience with our product we listened to them they seek help Care through a call centre on user groupsTuesday, April 12, 2011
  18. 18. OUR RELATIONSHIP TO OUR EMPLOYEES www.glassdoor.comTuesday, April 12, 2011
  19. 19. THEIR RELATIONSHIP TO OUR BRANDS www.vanno.comTuesday, April 12, 2011
  20. 20. PEOPLE: THE NEXT REGULATORY AGENCY? www.nevadacomparecare.netTuesday, April 12, 2011
  21. 21. Who’d trust a blog?Tuesday, April 12, 2011
  22. 22. Original article posted @4:38AMTuesday, April 12, 2011
  23. 23. Error 3 corrected @5:01AMTuesday, April 12, 2011
  24. 24. Error 1 corrected (2x) @5:22AMTuesday, April 12, 2011
  25. 25. Error 2 corrected @5:24AMTuesday, April 12, 2011
  26. 26. Nobody reads blogs!Tuesday, April 12, 2011
  27. 27. Who is Mark Russinovich?Tuesday, April 12, 2011
  28. 28. 31/10/2005Tuesday, April 12, 2011
  29. 29. 16/11/2005Tuesday, April 12, 2011
  30. 30. Brands are love stories Connecting people Just do it I’m lovin’ it Enjoy! One like no-one MagicTuesday, April 12, 2011
  31. 31. Tuesday, April 12, 2011
  32. 32. Broken !Tuesday, April 12, 2011
  33. 33. What is the future of Marketing & AdvertisingTuesday, April 12, 2011
  34. 34. There isn’t any ! Image credit: Simon Law, Montréal, CanadaTuesday, April 12, 2011
  35. 35. Some questions you may be asking yourselfTuesday, April 12, 2011
  36. 36. A traditional campaignFeedback WE THEMCampaignTuesday, April 12, 2011
  37. 37. A Social Media campaignInsight WE THEMCampaignTuesday, April 12, 2011
  38. 38. A general overview Content Online Asset Insight Promotion Offline Conversations AssetTuesday, April 12, 2011
  39. 39. Lesson 1Tuesday, April 12, 2011
  40. 40. Lesson 2Tuesday, April 12, 2011
  41. 41. CLEARLY WHO are we targeting? WHAT are their interests? DEFINED WHERE can we find them? PROFILES WHAT is our contribution? HOW do we engage them?Tuesday, April 12, 2011
  42. 42. DEVELOP WHO are we targeting? A GOOD WHAT are their interests? WHERE can we find them? SEARCH WHAT is our contribution? HOW do we engage them? SEEDTuesday, April 12, 2011
  43. 43. MAP & WHO are we targeting? MONITOR WHAT are their interests? WHERE can we find them? COMMU WHAT is our contribution? HOW do we engage them? NITIESTuesday, April 12, 2011
  44. 44. WHO are we targeting? HAVE WE WHAT are their interests? GOT ONE? WHERE can we find them? WHAT is our contribution? HOW do we engage them?Tuesday, April 12, 2011
  45. 45. THEIR WHO are we targeting? SANDBOX, WHAT are their interests? THEIR WHERE can we find them? WHAT is our contribution? RULES HOW do we engage them?Tuesday, April 12, 2011
  46. 46. Q WEBSITE STAKEHOLDERS : MY DOES NOT APPEAL TO THE NEWEST CROP OFTuesday, April 12, 2011
  47. 47. CAMPAIGN STARTS SupradynMulticentrumTuesday, April 12, 2011
  48. 48. Q MAY I : TURN THEM INTO HOW ADVOCATES ?Tuesday, April 12, 2011
  49. 49. Tuesday, April 12, 2011
  50. 50. Q DE LOP HOW :I DO ? VE AN ACTIVATIONTuesday, April 12, 2011 CAMPAIGN
  51. 51. A VIRTUAL LOVER WWW.MYSECRETOBSESSION.ITTuesday, April 12, 2011
  52. 52. Q WHAT : IS THE PERFECT POSITIONING P MY NEWTuesday, April 12, 2011 PRODUCT FOR ?
  53. 53. Tuesday, April 12, 2011
  54. 54. Q :ISSUES IS IT POSSIBLE TO MONITOR CRISES? BEFORE THEY BECOMETuesday, April 12, 2011
  55. 55. Tuesday, April 12, 2011
  56. 56. Tuesday, April 12, 2011
  57. 57. 1 Digital SelfTuesday, April 12, 2011 IDENTITY SOCIAL GRAPH UGC
  58. 58. 2 tr ea m FACEBOOK FORUME-MAIL DISCUSSIONS BLOG POSTS ES TWITTER INSTANT MESSENG FOURSQUARE CHECK-INS F LITuesday, April 12, 2011
  59. 59. Conclusions & ResourcesTuesday, April 12, 2011
  60. 60. Further reading • Social Media Tracker, wave 3 (Universal McCann) http://www.universalmccann.com/Assets/UM %20Wave%203%20Final_20080505110444.pdf • What the Hell is Web 2.0 (Tim O’Reilly) http://www.oreillynet.com/pub/a/oreilly/tim/news/ 2005/09/30/what-is-web-20.html • Linked (Albert-Laszlo Barabasi) Plume Publishing, april 2003 • Son of GeekTalk (Gianni’s blog) http://sonofgeektalk.wordpress.comTuesday, April 12, 2011
  61. 61. Conclusions • Your stakeholders have changed, and now claim an active role in their relationship to your brand. • It is essential to understand the new stakeholder before deciding if / how to engage. • A considerable body of experience now exists, and can easily be tapped.Tuesday, April 12, 2011
  62. 62. The Challenge of Relevance ready or not, here come... the questions!Tuesday, April 12, 2011

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