“How can we face Facebook?”


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Conversations about web 2.0 and social networking
PWA meeting - Rome, 18 March 2009

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“How can we face Facebook?”

  1. 1. “ How can we face Facebook?” Conversations about web 2.0 and social networking PWA meeting - Rome, 18 March 2009 Federica Garbolino www.coreconsulting.it
  2. 2. AGENDA <ul><li>What is Web 2.0? An overview </li></ul><ul><li>Youtube and queen Rania </li></ul><ul><li>Around Slideshare </li></ul><ul><li>Face-book, social network and W.O.M. </li></ul><ul><li>Second life </li></ul><ul><li>Some implications and opportunities for marketing 2.0 </li></ul><ul><li>Future trends </li></ul>
  3. 3. “ Person of the year” TIME - 1982 “ Person of the year” TIME - 2006 THE STARTING POINT… Key words to say “web 2.0”: My internet; UGC (User Generated Content); P2P (Peer to Peer) collaboration
  4. 4. 1999: CLUETRAIN MANIFESTO <ul><li>“ MARKETS ARE CONVERSATIONS” </li></ul><ul><li>Customers are pro-sumers and “ consum-attore” and give more and more credibility to information coming from untraditional sources and media </li></ul>The roll out of Fiat 500 through conversations http://www.fiat500.com The DUCATI President blogging http://blog.ducati.com/ FLUEVOG: the most rated shoe is produced www.fluevog.com LEGO Mindstorm: Community of product building http://mindstorms.lego.com KRIPTONITE and the bug-fixing http://www.bikeforums.net/video/ Let the people do what they do better: talk
  5. 5. 2004: TIM O’REILLY New York, Sept 2008 Web 2.0 is a social phenomena. It’s not an evolution of the web but a change of paradigm Over 1 million applications The power of people and new values : trust, credibility, simplicity, sharing, reputation
  6. 6. WEB 2.0: EMBLEMS & NUMBERS <ul><li>MUVE – Second Life </li></ul><ul><li>16 millions of users </li></ul><ul><li>The free encyclopaedia </li></ul><ul><li>60 million login per day; 6 million items </li></ul><ul><li>170 millions of video viewed per day </li></ul><ul><li>175 millions of users </li></ul><ul><li>30 millions of users (Dec 2008) </li></ul><ul><li>Business networking </li></ul><ul><li>Social broadcasting </li></ul><ul><li>Social networking </li></ul><ul><li>133 mln of blog (Sept 2008) </li></ul><ul><li>120.000 new blogs a day </li></ul><ul><li>Storytelling </li></ul>
  7. 7. YOU TUBE AND QUEEN RANIA http://www.youtube.com/watch?v=zAmJlUdjSKk&feature=channel http://www.youtube.com/ watch ?v=JPcw3fLeBHM&feature=channel
  8. 8. USER GENERATED & SHARED CONTENT Collaborative filmmaking Photo-sharing Slide sharing Social advertising
  9. 9. SLIDESHARE http://www.slideshare.net/guest190b7a/meet-the-most-influential-women-in-web-20-presentation
  10. 10. FACEBOOK, SOCIAL NETWORK AND W.O.M. <ul><li>“ Word Of Mouth” (WOM) mechanisms spread online a message “like a virus” </li></ul><ul><li>According to Paul Marsden from the marketing company ClickAdsor.com, today word of mouth impacts 50% of consumer decisions in respect to 30 years ago </li></ul><ul><li>Online, the consumer opinion influences the reputation of a product and service, and therefore, other consumer choices as well </li></ul><ul><li>Companies do not simply make advertising on social networks but exploit the dynamics and the viral aspects of the social networks to promote a brand, an event, a product </li></ul>Mark Zuckerberg
  11. 11. SECOND LIFE <ul><li>It’s a MUVE (Multi-Users Virtual Environment) in 3D, powered by Linden Lab </li></ul><ul><li>It’s a conversational marketplace </li></ul><ul><li>Users interact with each other and “live” through their avatar, move by teletransporting, chat and meet in the different lands of SL. </li></ul>Video del progetto ARGON (community in Second Life) http://www.youtube.com/watch?v=-K60kAcapoc&eurl=http%3A%2F%2F
  12. 12. MARKETING 2.0 <ul><li>New profiles emerge (i.e. reloaded/multichannel consumers are over 5,5 million people) and new consumers’ targets (i.e. digital natives ) </li></ul><ul><li>The market is saturated with information </li></ul><ul><li>In 2008 Italian companies that invested in internet advertising grew by 11%, Mobile advertising grew by 19% </li></ul><ul><li>Key words for success: </li></ul><ul><ul><li>Experience and participation against message exposure; </li></ul></ul><ul><ul><li>Fun and enjoying; </li></ul></ul><ul><ul><li>Listening , dialogue, involvement, co-design against broadcasting advertising; </li></ul></ul><ul><ul><li>Integrated and pervasive multichannel strategy; </li></ul></ul><ul><ul><li>Trust and transparency; </li></ul></ul><ul><ul><li>Community of passions/tribe </li></ul></ul><ul><ul><li>Life-style data-catching; personalization of messages </li></ul></ul><ul><ul><li>New advertising media mix . </li></ul></ul>THE MARKETING STRATEGY MUST RETHINK THE WAY TO COMMUNICATE AND MANAGE THE CUSTOMER RELATIONSHIP
  13. 13. SOME OPPORTUNITIES TO RE-NEW MARKETING CHANNELS Unconventional Marketing GUERRILLA MARKETING Stickering – Environmental installations– On the road theaters– Flash Mobs – Cross-media games SOCIAL MEDIA MARKETING Building a presence in online social network (Facebook, MySpace, YouTube, Twitter…) VIRAL/BUZZ MARKETING Teaser, viral game, WOM, endorsement CONVERSATIONAL MARKETING Blog, communities, rating, social tagging AMBIENT MARKETING Dressing the space/ urban furnishing USER-GENERATED MARKETING Involve customers in the creation of the message or product design (crowdsourcing) PROXIMITY MARKETING Spread contents and services in close relation to a geographic location. Physical tagging, semacode.
  14. 14. THE SCENARIO THAT AWAITS US UNPREDICTABLE UBIQUITOUS VIRAL SIMPLE WEB 3.0 social networking mobile interactions internet of where/of things
  15. 15. THE MACHINE IS US/ING US FROM 3.17 http://www.youtube.com/ watch ?v=NLlGopyXT_g
  16. 16. <ul><li>THANKS FOR YOUR ATTENTION </li></ul><ul><li>LET’S OPEN THE DEBATE! </li></ul><ul><li>To continue the conversation on the web </li></ul><ul><ul><li>[email_address] </li></ul></ul>