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“Structured Collaboration In Social Media:  Design for Analytics”Conversation with IBM Research and The Center for Social ...
Acknowledgements<br />Thanks to Kate Ehrlich<br />Kudos to Martin Wattenberg<br />Props (and apologies) to Jonathan Feinbe...
Summary<br />Social Marketing today is limited by the (un-) structure of Social Media<br />Applying “Structured Collaborat...
This Conversation<br />A Story<br />Social Marketing Today<br />“Structured Collaboration”<br />Examples<br />Design for A...
The Binge-o-Matic (1999)<br />5<br />Copyright 2009, Force Five Partners LLC | forcefivepartners.com<br />Note: Advertiser...
GE CAT Scanners (1999)<br />6<br />Copyright 2009, Force Five Partners LLC | forcefivepartners.com<br />
The Cyranose 320 (1999)<br />7<br />Copyright 2009, Force Five Partners LLC | forcefivepartners.com<br />
Social Marketing Today<br />We listen – Nielsen Buzzmetrics<br />We watch what you watch – OneupWeb<br />We try to underst...
Social Marketing Today<br />And, we respond…<br />9<br />Copyright 2009, Force Five Partners LLC | forcefivepartners.com<b...
Shortcomings<br />“Off-the-rack” collaboration structure<br />Sample size and bias (“1-10-90”)<br />10<br />Copyright 2009...
Thesis<br />IF: “The medium is the message.”<br />Marshall McLuhan, Understanding Media: The Extensions of Man (1964)<br /...
“Structured Collaboration”<br />Value: <br />What’s valuable to share?<br />Affinity: <br />What group structure maximizes...
Contact Networks (2003)<br />13<br />Copyright 2009, Force Five Partners LLC | forcefivepartners.com<br />
Marketspace Tribal Bookmarking (2006)<br />14<br />Copyright 2009, Force Five Partners LLC | forcefivepartners.com<br />
TribalTweet.com (2009)<br />Coming RSN, see “Graphic Friendships”<br />15<br />Copyright 2009, Force Five Partners LLC | f...
Nike +<br />Integrated, collaborative performance tracking for runners<br />Nike / Apple partnership launched May 2006<br ...
Nike Baller<br />Structured Collaboration:<br /><ul><li>Value: Games I can join
Affinity: Skill, location
Simplicity: FB syndication (among other features)</li></ul>17<br />Copyright 2009, Force Five Partners LLC | forcefivepart...
Design for Analytics<br />Note: data are illustrative<br />18<br />Copyright 2009, Force Five Partners LLC | forcefivepart...
Segment and Target<br />Hoop God<br />Floor General<br />Masochist<br />Net Noob<br />Note: data are illustrative<br />19<...
Ecclesiastes At Work: Fiat ecoDrive<br />“The thing that hath been, it is that which shall be; and that which is done is t...
Low Entry Costs: CMO Club Polls<br />21<br />Copyright 2009, Force Five Partners LLC | forcefivepartners.com<br />
Other Ideas (CMO Club Talk, November 2008)<br />22<br />Copyright 2009, Force Five Partners LLC | forcefivepartners.com<br />
Design For Analytics: Process<br />This Talk<br />Design Workshop<br />Build , Run, Optimize, Extend<br />23<br />Copyrigh...
Questions?<br />cbrea@forcefivepartners.comt: (508) 934-7490http://octavianworld.orghttp://www.linkedin.com/in/cesarbreaht...
Cesar Brea<br />Cesar has more than 20 years’ experience as a line executive, advisor, and entrepreneur.<br />Most recentl...
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Cesar Brea Force Five Partners Presentation For Ibm Research And Center For Social Software July 20 2009 V1

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Cesar Brea Force Five Partners Presentation For Ibm Research And Center For Social Software July 20 2009 V1

  1. 1. “Structured Collaboration In Social Media: Design for Analytics”Conversation with IBM Research and The Center for Social Software<br />Cesar BreaForce Five PartnersJuly 20, 2009<br />Force Five Partners, LLC | http://forcefivepartners.com<br />
  2. 2. Acknowledgements<br />Thanks to Kate Ehrlich<br />Kudos to Martin Wattenberg<br />Props (and apologies) to Jonathan Feinberg<br />2<br />Copyright 2009, Force Five Partners LLC | forcefivepartners.com<br />
  3. 3. Summary<br />Social Marketing today is limited by the (un-) structure of Social Media<br />Applying “Structured Collaboration” principles to social media design can improve engagement<br />More and better engagement = more and better data / insight = better segmentation and targeting<br />3<br />Copyright 2009, Force Five Partners LLC | forcefivepartners.com<br />
  4. 4. This Conversation<br />A Story<br />Social Marketing Today<br />“Structured Collaboration”<br />Examples<br />Design for Analytics<br />Q&A<br />4<br />Copyright 2009, Force Five Partners LLC | forcefivepartners.com<br />
  5. 5. The Binge-o-Matic (1999)<br />5<br />Copyright 2009, Force Five Partners LLC | forcefivepartners.com<br />Note: Advertisers shown are illustrative and have no association with the application or its sponsor<br />
  6. 6. GE CAT Scanners (1999)<br />6<br />Copyright 2009, Force Five Partners LLC | forcefivepartners.com<br />
  7. 7. The Cyranose 320 (1999)<br />7<br />Copyright 2009, Force Five Partners LLC | forcefivepartners.com<br />
  8. 8. Social Marketing Today<br />We listen – Nielsen Buzzmetrics<br />We watch what you watch – OneupWeb<br />We try to understand – Crimson Hexagon<br />We advertise– direct, AdSense, Buzzlogic<br />We pay you to talk about us – PayPerPost<br />We give you stuff and hope you talk about it -- BzzAgent<br />We run contests where you talk about us and we might pay you a lot – Cadbury Goo<br />We publish “branded content” we hope will “go viral” – Smirnoff Tea Partay(5m+ views)<br />(We beat a virus until it’s dead – Smirnoff West Coast Green Tea Partay) (86k views)<br />We run clever, efficient, multi-channel campaigns that include UGC – Tourism Queensland<br />We use social media to reflect and reinforce successful conventional advertising – Dos Equis “The Most Interesting Man In The World” (sales up 17% this year in a category down 11%, 58k Facebook fans)<br />~$700M spend in 2009*<br />8<br />*Source: Forrester Research, 2009<br />Copyright 2009, Force Five Partners LLC | forcefivepartners.com<br />
  9. 9. Social Marketing Today<br />And, we respond…<br />9<br />Copyright 2009, Force Five Partners LLC | forcefivepartners.com<br />
  10. 10. Shortcomings<br />“Off-the-rack” collaboration structure<br />Sample size and bias (“1-10-90”)<br />10<br />Copyright 2009, Force Five Partners LLC | forcefivepartners.com<br />
  11. 11. Thesis<br />IF: “The medium is the message.”<br />Marshall McLuhan, Understanding Media: The Extensions of Man (1964)<br />AND IF: “The reasonable man adapts himself to the world; the unreasonable one persists in trying to adapt the world to himself. Therefore, all progress depends on the unreasonable man.”<br />George Bernard Shaw, Man and Superman, (1903)<br />AND IF: “Group size is a function of relative neocortical volume in nonhuman primates. Extrapolation from this regression equation yields a predicted group size for modern humans very similar to that of certain hunter-gatherer and traditional horticulturalist societies. Groups of similar size are also found in other large-scale forms of contemporary and historical society. Among primates, the cohesion of groups is maintained by social grooming; the time devoted to social grooming is linearly related to group size among the Old World monkeys and apes. To maintain the stability of the large groups characteristic of humans by grooming alone would place intolerable demands on time budgets. It is suggested that (1) the evolution of large groups in the human lineage depended on the development of a more efficient method for time-sharing the processes of social bonding and that (2) language uniquely fulfills this requirement. Data on the size of conversational and other small interacting groups of humans are in line with the predictions for the relative efficiency of conversation compared to grooming as a bonding process. Analysis of a sample of human conversations shows that about 60% of time is spent gossiping about relationships and personal experiences. It is suggested that language evolved to allow individuals to learn about the behavioural characteristics of other group members more rapidly than is possible by direct observation alone.”<br />Robin Dunbar, “Co-evolution of neo-cortex size, group size, and language in humans”, Behavioral and Brain Sciences (1993) [Emphasis mine.]<br />THEN: How do we change the medium to focus on useful exchanges and increase participation , in ways that maximally reveal information relevant to marketing?<br />11<br />Copyright 2009, Force Five Partners LLC | forcefivepartners.com<br />
  12. 12. “Structured Collaboration”<br />Value: <br />What’s valuable to share?<br />Affinity: <br />What group structure maximizes sharing?<br />Simplicity: <br />How do we ease contribution and consumption?<br />12<br />Copyright 2009, Force Five Partners LLC | forcefivepartners.com<br />
  13. 13. Contact Networks (2003)<br />13<br />Copyright 2009, Force Five Partners LLC | forcefivepartners.com<br />
  14. 14. Marketspace Tribal Bookmarking (2006)<br />14<br />Copyright 2009, Force Five Partners LLC | forcefivepartners.com<br />
  15. 15. TribalTweet.com (2009)<br />Coming RSN, see “Graphic Friendships”<br />15<br />Copyright 2009, Force Five Partners LLC | forcefivepartners.com<br />
  16. 16. Nike +<br />Integrated, collaborative performance tracking for runners<br />Nike / Apple partnership launched May 2006<br />234 million miles logged by users to date<br />August 2008: 800k runners run a 10k in 25 cities worldwide<br />Nike running shoe market share: from 48% in 2006 to 61% in 2008<br />16<br />Copyright 2009, Force Five Partners LLC | forcefivepartners.com<br />
  17. 17. Nike Baller<br />Structured Collaboration:<br /><ul><li>Value: Games I can join
  18. 18. Affinity: Skill, location
  19. 19. Simplicity: FB syndication (among other features)</li></ul>17<br />Copyright 2009, Force Five Partners LLC | forcefivepartners.com<br />
  20. 20. Design for Analytics<br />Note: data are illustrative<br />18<br />Copyright 2009, Force Five Partners LLC | forcefivepartners.com<br />
  21. 21. Segment and Target<br />Hoop God<br />Floor General<br />Masochist<br />Net Noob<br />Note: data are illustrative<br />19<br />Copyright 2009, Force Five Partners LLC | forcefivepartners.com<br />
  22. 22. Ecclesiastes At Work: Fiat ecoDrive<br />“The thing that hath been, it is that which shall be; and that which is done is that which shall be done: and there is no new thing under the sun.”<br />Ecclesiastes 1:9<br />See also: “The Parable of the Prius”<br />20<br />Copyright 2009, Force Five Partners LLC | forcefivepartners.com<br />
  23. 23. Low Entry Costs: CMO Club Polls<br />21<br />Copyright 2009, Force Five Partners LLC | forcefivepartners.com<br />
  24. 24. Other Ideas (CMO Club Talk, November 2008)<br />22<br />Copyright 2009, Force Five Partners LLC | forcefivepartners.com<br />
  25. 25. Design For Analytics: Process<br />This Talk<br />Design Workshop<br />Build , Run, Optimize, Extend<br />23<br />Copyright 2009, Force Five Partners LLC | forcefivepartners.com<br />
  26. 26. Questions?<br />cbrea@forcefivepartners.comt: (508) 934-7490http://octavianworld.orghttp://www.linkedin.com/in/cesarbreahttp://twitter.com/cesarbrea29 Miller Hill RoadDover, MA 02030<br />jschein@forcefivepartners.comt: (650) 740-7982http://www.linkedin.com/pub/5/333/834http://twitter.com/jschein2001 Oakley AvenueMenlo Park, CA 94025<br />Thank You!<br />&quot;Force Five&quot; refers to a specific wind strength range (19-24 mph) defined in the Beaufort wind force scale which (to us) represents optimum sailing conditions. The scale describes Force Five as &quot;a fresh breeze, with moderate waves, some foam and spray; smaller trees may sway...&quot; The &quot;F&quot; in our logo is the weather chart symbol for force five conditions in any given location. As avid sailors, we feel this metaphor perfectly describes the client relationships we seek: we challenge each other, we make lots of progress, and we enjoy the ride together. <br />24<br />Copyright 2009 Force Five Partners LLC | forcefivepartners.com<br />
  27. 27. Cesar Brea<br />Cesar has more than 20 years’ experience as a line executive, advisor, and entrepreneur.<br />Most recently, Cesar served in Monitor Group&apos;s Marketspace unit (new media and marketing advisory practice) as Global Practice Leader from 2005-2008. Before joining Marketspace, Cesar was founder and managing partner of ESM Partners, which focused on helping large organizations define and launch Web-based, information-intensive businesses. During this time Cesar also was CEO of Contact Networks, a social networking software startup, helping it to raise venture funding and win customers before its successful acquisition by Thomson Financial.<br />Formerly, Cesar was Senior Vice President for Sales and Marketing at Razorfish, a publicly-traded interactive agency and systems integrator, through its acquisition by SBI and Company in 2003. Prior to Razorfish, Cesar was Vice President for Marketing and Business Development at ArsDigita Corporation, an open-source web application software firm focused on online communities. He helped the firm grow profitably from $5M to $20M in less than two years, obtain $40M in venture funding from Greylock Ventures and General Atlantic Partners, and subsequently sell the firm to Red Hat Corporation in 2002. Earlier, he was a management consultant at Bain & Company, where he advised clients in high-technology consumer products, and financial services sectors. Cesar began his career as a banker with J.P. Morgan in New York.<br />Cesar holds an MBA from Dartmouth&apos;s Amos Tuck School, where he was named an Edward Tuck Scholar, and received his undergraduate degree from Harvard College. He is a frequent writer and speaker; his articles have appeared in The Journal of Business Strategy, Line 56, and Web Services Journal, and he has presented talks at Enterprise 2.0, &quot;Carlson On Metrics&quot;, The CMO Club, The American Marketing Association, The Massachusetts Innovation and Technology Exchange (where he also serves as a judge in the MITX annual awards competition), KM Cluster, The Public Relations Society of America, and the Gottlieb DuttweilerInstitut&apos;s International Retail Conference (Switzerland). Cesar has also been a guest lecturer in an advanced computer science course at MIT, and he co-founded and serves on the Board of Directors of the .LRN Consortium, which promotes the development and adoption of the world&apos;s most popular, enterprise-class, open-source e-learning platform. He publishes on e-business at his weblog at http://octavianworld.org.<br />Cesar lives in Dover, Massachusetts with his wife and three children (triplets).<br />25<br />Copyright 2009, Force Five Partners LLC | forcefivepartners.com<br />
  28. 28. Jamie Schein<br />Jamie has 20 years of experience with technology organizations in marketing and strategic planning. Prior to joining Force Five Partners, Jamie was Chief Marketing Officer for Model N, Inc., a revenue management software company. During her tenure at Model N Jamie migrated the company’s positioning from a technology platform to an industry-specific business solution provider. She developed and rolled out the corporate identity, and the first software applications built on the company’s technology foundation.<br />Jamie also served as Vice President of Product Marketing and Management and Vice President of Software Alliances at Vantive, Inc., a customer relationship management software vendor acquired by PeopleSoft. At Vantive Jamie oversaw the complete life cycle of two product generations, expanding the product suite from two offerings to five complete products, and incorporating the acquisition of Innovative Computer Concepts, Inc. Earlier, Jamie was Product Line Manager at Silicon Graphics, Inc. (now SGI) in desktop software and customer support divisions. Jamie began her career as a management consultant at The Berwick Group in Boston and Arthur Young in San Francisco.<br />In addition to her roles as a corporate executive, Jamie has acted as a consultant to emerging, high-growth software and analytics companies. She has advised corporate executives to develop and implement disruptive marketing strategies that have resulted in higher growth trajectories and successful corporate acquisition. Her past client base includes Big Screen Live, Inc., Zenger Analytics, Inc., and both NetEffect, Inc. and Octopus, Inc., which were acquired by Ask Jeeves (now Ask.com), where Jamie served as an advisor. She also consulted to ArsDigita Corporation during Cesar Brea’s tenure.<br />Jamie holds an MBA from the Stanford University Graduate School of Business and an AB magna cum laude from Harvard University. Jamie currently serves on the Governing Board of the Las Lomitas Elementary School District.<br />Jamie enjoys sailing with her family on San Francisco Bay.<br />26<br />Copyright 2009, Force Five Partners LLC | forcefivepartners.com<br />
  29. 29. Force Five Partners<br />Force Five Partners  designs, implements, and optimizes marketing programs to exploit today&apos;s increasingly fragmented and digitally-dominated channel landscape. <br />Investing in marketing analytics has become mission critical as the expanded use of digital channels forces marketers to sink or swim in oceans of data.<br />We act as a “marketing analytics agency” to build our clients‘ capabilities to harness their data to achieve significant and sustainable financial and operating gains. We call our approach Pragmalytics.<br />We work with branded product and service firms, multi-channel retailers, media firms, and technology firms. Our engagements are typically sponsored by CEOs and other general managers, CMOs, and CIOs. <br />Our work spans developing high-level strategy to guiding detailed implementation, both directly and as needed through our extensive network of partner firms. We make sure things get done, and can get done better the next time.<br />27<br />Copyright 2009 Force Five Partners LLC | forcefivepartners.com<br />

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