We are Back Social Again


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We are Back Social Again

  1. 1. We are Back Social Again Dr. Adnan Veysel Ertemel
  2. 2. Agenda•The End of Mass Media•Information Age Revolutions•.. and now Social Revolution•Social CRM
  3. 3. The End of Mass MediaSource: Internet Advertising Bureau, 2004Source: Darwin Day Conference, by Google
  4. 4. Information Overload Today, an ordinary newspaper contains more information than the amount of information an individual in 17th century can be exposed to throughout his entire life!
  5. 5. One-Way Communication is Fading AwayMore and more People Ignore One-Way Communication
  6. 6. Information Age• 21 century is defined as the “Information Age” st• Information age will define the nature of the whole century and we are only at the beginning of that century… – Information age is characterized by the ability of individuals to transfer information freely, and to have instant access to information that would have been difficult or impossible to find previously• Over the past 15 years, Information Age has seen two revolutions; – Internet – Mobile
  7. 7. Sometimes big revolutions are underestimatedat first…•A bad eyesight on internet (1995)
  8. 8. • … and nowadays 3rd revolution is taking placeSocial Revolution
  9. 9. Information Age Revolutions: Current Numbers
  10. 10. Augmented Reality
  11. 11. Social Media - Definition• Social media; describes the online technologies and practices that people use to share opinions, insights, experiences and perspectives with each other(Wikipedia)
  12. 12. …Social Revolution is nothing but a return back to olddays before mass marketing
  13. 13. A More Humanised Approach to Web by Zuckenberg
  14. 14. Information DemocracyThe world has now shifted from an era of information asymmetry to a new era of information democracy. In the era of information asymmetry customers were mainly educated by companies and organisations, their solution providers, partners, retailers, analysts and the media. These companies and organisations were able to tightly control the information and image about themselves, their products, brands and services as the channels were simply broadcasting the marketing monologue. Marketing was command and control.But in today’s era of information democracy customers can educate themselves over the Internet and digital channels, through their connections in social networks, blogs, micro blogs, discussion forums, chat and much more. Marketing is now a dialogue.(Martin Walsh)
  15. 15. The rise of information democracy From information asymmetry... Information was scarce Customers were ill-informed Exchanges were monologues Marketing was “command-and-control” … To information democracy Information is ubiquitous Customers are well-informed Exchanges are conversations Marketing is “connect-and-collaborate”
  16. 16. Digital Marketing vs. Social Media Marketing
  17. 17. Digital Marketing vs. Social Media MarketingS o c ia l M e d ia S t r a t e g y E A R N S o n lin e a n d o f f lin e c o ve ra g e D ig it a l M a r k e t in g B U YS o n lin e a n d o f f lin e c o ve ra g e
  18. 18. Trust to Social Media
  19. 19. Social CRMSocial CRM A process to monitor, engage and manage conversations and relationships with existing and prospective customers and influencers across the Internet, social networks and digital channels. Or another way to look at it: Social CRM is the process of converting content into conversations and extending these conversations into collaborative experiences and then transforming those experiences into meaningful relationships.
  20. 20. “ Engagement is all aboutmaking it relevant to the consumer. ” James Speros, Chief marketing officer, Ernst & Young
  21. 21. Conclusion• The social revolution is still in its infancy and nowadays we are taking baby steps on developing its potential• We will begin to see real potential of this revolution once value is started to be delivered on top of social networks
  22. 22. Thank you for listening… Dr. Adnan Veysel Ertemel Mobile & Social Media Entrepreneur Computer Engineer, PhD in Marketing www.about.me/adnanertemel