Prel Nokia W+K

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presentation for Nokias agency day in London

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  • One by one, the mass marketers have insisted on robocalling, spamming, jingling and lying their way into our lives. The pronoun morphs from "you" to "me" to "us" to "the corporation" ... The public works tirelessly to flee to actual interactions between real people, and our organizations work even more diligently (and with more leverage) to corporatize and anonymize the interactions. The irony, of course, is that an organization with guts can go in the opposite direction and win.
  • One by one, the mass marketers have insisted on robocalling, spamming, jingling and lying their way into our lives. The pronoun morphs from "you" to "me" to "us" to "the corporation" ... The public works tirelessly to flee to actual interactions between real people, and our organizations work even more diligently (and with more leverage) to corporatize and anonymize the interactions. The irony, of course, is that an organization with guts can go in the opposite direction and win.
  • One by one, the mass marketers have insisted on robocalling, spamming, jingling and lying their way into our lives. The pronoun morphs from "you" to "me" to "us" to "the corporation" ... The public works tirelessly to flee to actual interactions between real people, and our organizations work even more diligently (and with more leverage) to corporatize and anonymize the interactions. The irony, of course, is that an organization with guts can go in the opposite direction and win.
  • One by one, the mass marketers have insisted on robocalling, spamming, jingling and lying their way into our lives. The pronoun morphs from "you" to "me" to "us" to "the corporation" ... The public works tirelessly to flee to actual interactions between real people, and our organizations work even more diligently (and with more leverage) to corporatize and anonymize the interactions. The irony, of course, is that an organization with guts can go in the opposite direction and win.
  • 46% adults using SNS is April 2009 47% of adult internet users are using SNS as of August 2009
  • Older adults have come online in droves, but so have more young people - the population of SNS has continued to grown rapidly overall Analysis from April 2009
  • One by one, the mass marketers have insisted on robocalling, spamming, jingling and lying their way into our lives. The pronoun morphs from "you" to "me" to "us" to "the corporation" ... The public works tirelessly to flee to actual interactions between real people, and our organizations work even more diligently (and with more leverage) to corporatize and anonymize the interactions. The irony, of course, is that an organization with guts can go in the opposite direction and win.
  • Prel Nokia W+K

    1. 1. "All life is an experiment. The more experiments you make the better." so play more. Make lots of shit
    2. 2. <ul><li>1990-1995 long term strategies first mover advantage first mover problem s </li></ul><ul><li>Search not a stand-alone product: No monitisation </li></ul><ul><li>1996-2000 Catch-up: Have to be there but dont know why </li></ul><ul><li>2000-2004 Crash, bubble burst, no investment </li></ul><ul><li>2005-now Social me dia/networks bring us back to 90-95 but on a higher loop in the spiral </li></ul>
    3. 3. <ul><li>Digital changes everything </li></ul><ul><li>It is not about the tools </li></ul><ul><li>Digital is not the web </li></ul><ul><li>Its going to fuck you up </li></ul>Disruptive
    4. 4. <ul><li>It is NOT either/or </li></ul><ul><li>not mobile or web </li></ul><ul><li>not MSM or SocMed </li></ul><ul><li>Old skills still needed but applied to a different set of conditions </li></ul>
    5. 5. Meat (real world) Digital (virtual world) The REAL REAL REALITY And it is ubiquitous Perception shift
    6. 6. Networks connect
    7. 7. Networks connect And the tool he used?
    8. 8. We walk alone
    9. 9. No More: The invisible posse
    10. 10. No More: The ghost gang
    11. 11. Global shift
    12. 12. Take a picture Perception shift
    13. 13. Take a picture Perception shift
    14. 14. Write a diary Perception shift
    15. 15. The changing nature of “friends” Perception shift
    16. 16. <ul><li>Go digital or die </li></ul>
    17. 17. <ul><li>its about the strategy </li></ul><ul><li>not the tools </li></ul>
    18. 18. You no longer have control of the message You no longer have control of the campaign Control
    19. 19. <ul><li>NO ONE! </li></ul><ul><li>Everyone </li></ul>Who controls the message now?
    20. 20. <ul><li>Motrin original add </li></ul><ul><li>Tone is Mom to Mom, pitch: it hurts to carry baby, but good. We kill the pain. </li></ul><ul><li>Reaction: moms on Twitter united in voicing their displeasure with the Motrin ad . They used &quot; #motrinmoms &quot; as the tag for the threaded conversation, making it easy for people to follow. </li></ul>Case: Motrin
    21. 21. <ul><li>Next step, this video was created as a response to the ad that intersperses the Twitter conversation with images of moms carrying their children in many of the states mentioned in the ad. It’s pretty powerful: </li></ul><ul><li>Bloggers got into action </li></ul><ul><li>Story quickly picked up by mainstream media </li></ul><ul><li>Motrin’s website was crashed by the traffic </li></ul><ul><li>Took Motrin too long to start to respond </li></ul>Case: Motrin
    22. 22. Excellent: But that cant be just Nokia people to Nokia things to Nokia solutions Solutions that connect people in new and better ways Connecting people to people Connecting people to things You say
    23. 23. Excellent: But who decides what matters? ” Conversations about what matters.” You say
    24. 24. <ul><li>However: </li></ul><ul><li>if you start a conversation you have to stick around </li></ul>” Conversations about what matters.” Participate not just initiate Where is the “conversation”? Conversation
    25. 25. “ What's magical is what happens when an organization uses the New Marketing to become something it didn't used to be ­ it's not just the marketing that's transformed, but the entire organization.” Seth Godin – Meatball Sundae How New Marketing is Transforming the Business World Excellent: Seth also says: There are only two ways to win in the market. You can create a breakthrough. A promotion so powerful that people can't help but engage. An innovation so remarkable, people can't help but talk about it. A pricing strategy or ad campaign that breaks the mold and is worthy of attention. This takes huge guts and substantial investment. Or you can win with consistent benefits, delivered over time. You win by incrementally earning share, attention and trust. This might take years. You say
    26. 26. <ul><li>How nimble are you? </li></ul><ul><li>Can you engage in the conversation when the conversation happens ? </li></ul><ul><li>List the control points in; Your own organisation Your contact with clients </li></ul>Exercise
    27. 27. So who pays for you to be social? Who do you forge relationships with? Who is creating the relationship? Whose voice is it? Social Media is Social
    28. 28. <ul><li>if you start a conversation you have to stick around </li></ul>” Conversations about what matters.” Conversation
    29. 29. <ul><li>Producer/Consumer </li></ul><ul><li>Facebook, Blog, Twitter, Forums, Youtube, Flickr </li></ul><ul><li>collage/cut-up/mash-up </li></ul>Prosumer
    30. 31. <ul><li>Three things that will define your area in the next year </li></ul>Exercise
    31. 32. <ul><li>Mash-em-up </li></ul>Exercise
    32. 33. #UKsnow
    33. 34. <ul><li>How can Nokia facilitate and curate these existing conversations? </li></ul>Initiate, facilitate & curate Conversation
    34. 35. <ul><li>Nokia is not a device manufacturing company </li></ul><ul><li>Nokia is not a software manufacturing company </li></ul><ul><li>Nokia is an experience facilitating company </li></ul>Building Audience with Social Networks
    35. 36. <ul><li>It is not about technology its about conversation and connection </li></ul>Building Audience with Social Networks
    36. 37. <ul><li>when it comes to making decisions </li></ul><ul><li>Gen Y tends to rely on their network of friends and their recommendations, not traditional ads </li></ul>Giant recommendation Engine
    37. 39. <ul><li>If you open up to the social will they come? </li></ul><ul><li>YES </li></ul><ul><li>But </li></ul><ul><li>these customers will also have opinions on your product </li></ul>Will it work?
    38. 40. If you lie you will be found out AT&T astroturfers supreme Transparency
    39. 41. Social Media is not A channel
    40. 42. Got a community manager? Communities: Growing fast in size and importance
    41. 43. So: Who uses Social Media?
    42. 45. <ul><li>79% of American adults used the internet in 2009, up from 67% in Feb. 2005 </li></ul><ul><li>46% of online American adults 18 and older use a social networking site like MySpace, Facebook or LinkedIn, </li></ul><ul><li>65% of teens 12-17 use online social networks as of Feb 2008, up from 58% in 2007 and 55% in 2006. </li></ul><ul><li>As of August 2009, Facebook was the most popular online social network for American adults 18 and older. </li></ul><ul><ul><li>73% of adult SNS users have a Facebook account </li></ul></ul><ul><ul><li>48% have a MySpace profile </li></ul></ul><ul><ul><li>14% have an account on LinkedIn </li></ul></ul><ul><ul><li>1% each on Yahoo, YouTube, Tagged, Flickr and Classmates.com </li></ul></ul><ul><ul><li>10-12% are on “other” sites like Bebo, Last.FM, Digg, Blackplanet, Orkut, Hi5 and Match.com </li></ul></ul>Basics
    43. 46. <ul><li>SNS users have gone from being classic early adopters -- </li></ul><ul><ul><li>Male, highly educated, young to middle-aged, urban… </li></ul></ul><ul><li>… To every man and woman – with a continued skew towards youth </li></ul><ul><ul><li>-As diverse, if not more than the internet-using population </li></ul></ul><ul><li>Doesn’t mean that more older adults aren’t flocking to SNS – they are -- but younger adults are ALSO flocking to the sites, so the overall representation of the age cohorts in the SNS user population has actually gotten younger, even as SNS use overall has grown. </li></ul>Amanda Lenhart: The Democratization of Online Social Networks Stats
    44. 47. <ul><li>Urban tilt has disappeared – though rural areas still lag slightly (age) </li></ul><ul><ul><li>29% of SNS users live in urban areas vs. 30% of internet users </li></ul></ul><ul><ul><li>56% of SNS users live in the suburbs, 52% of net users do </li></ul></ul><ul><ul><li>15% of SNS users live in rural areas, 18% of internet users </li></ul></ul><ul><li>No regional differences </li></ul><ul><li>No differences in likelihood of full-time employment (54% SNS vs. 53% internet users) </li></ul><ul><li>Education levels look like internet using population </li></ul>Amanda Lenhart: The Democratization of Online Social Networks Online social network users circa 2009
    45. 48. <ul><li>Skews more female (54% female vs. 46% male) </li></ul><ul><li>In the SNS population – younger adults make up a slightly greater proportion of the SNS using population than in 2005. </li></ul><ul><ul><li>18-24 year olds are 28% of the social networking population, but 16% of the internet using population </li></ul></ul><ul><ul><li>25-34 year olds are 29% of SNS using population, but 20% of the online population </li></ul></ul><ul><ul><li>35-44 year olds are 22% of the SNS population and 20% of the internet population </li></ul></ul><ul><ul><li>45-54 year olds are 13% of the SNS population and 20% of the internet using population </li></ul></ul><ul><ul><li>55-64 year olds are 6% of the SNS population and 14% of the internet using population </li></ul></ul><ul><ul><li>65+ make up 3% of the SNS population and 9% of the internet using population </li></ul></ul>Amanda Lenhart: The Democratization of Online Social Networks Online social network use circa 2009 (2)
    46. 49. Stats
    47. 50. <ul><li>Blogging: </li></ul><ul><li>Be aware </li></ul><ul><li>In/Out </li></ul><ul><li>Build a network through relationships (see FC oct p 57) </li></ul><ul><li>Thought leaders </li></ul><ul><li>More in-depth conversations </li></ul><ul><li>Help tap into i nterest areas </li></ul><ul><li>Twitter : </li></ul><ul><li> Gr eat for short conversations </li></ul><ul><li>“ Crowdsourcing ” #welovetheNHS </li></ul><ul><li>Personal </li></ul><ul><li> </li></ul>Facebook : - Great for easy access to loyal fans. - Groups function useful. - Events. LinkedIn : - Extremely valuable for business. - Increasing functionality. - Can create exclusivity (good and bad). Platforms
    48. 52. <ul><li>public profiles are the way to go for four important reasons: </li></ul><ul><li>Pages Allow Marketers to Publish to the Stream </li></ul><ul><li>Pages Allow Marketers to Engage Fans with Rich Media </li></ul><ul><li>Pages Let Marketers Analyze How Fans are Interacting with the Insights Dashboard </li></ul><ul><li>Pages Let Marketers Increase SEO </li></ul>Facebook
    49. 53. Facebook public profiles
    50. 54. Facebook
    51. 55. Stats
    52. 56. two clusters of users: Meformers and Informers Meformers make up 80% of the population, while Informers are 20% This suggests that Informers would play a stronger leadership role in a business setting, shaping the discussion about events, helping to set context about what is more important. Informers have more friends and followers than Meformers , and have a higher degree of mentions by other users in messages. However Meformers play an important role in helping users maintain relationships with strong and weak ties. Maybe we need 20% of the tribe scanning the horizon for prey and predators, tracking the stars and clouds. Meanwhile, the other 80% are working on tools, setting up the tents, milking the goats, and drying the corn. http://news.rutgers.edu/medrel/news-releases/2009/09/study-reveals-two-ty-20090929 Meformers and Informers
    53. 57. GPS/Mobil a game changer Compass & gps changes ev en more Apps the starting point for a changing pattern of communication on mobile Mobile: bigger than the hype
    54. 58. Mobile: bigger than the hype
    55. 59. Mobile: enables video
    56. 60. Mobile is becoming part of everyday life. Rules for socializing are changing. It is ok to text while having a cup of coffee or tea with friends, or to photo with their mobile phone. However one in six Swedes does not think it is acceptable for someone to be constantly unavailable. www.teliasonera.com/trend Mobile: integration
    57. 61. Mobile: integration
    58. 62. there is a lot of hype about digital and its potential for businesses. If you have any doubts, and you should have, do proper research first. get proper information
    59. 64. the successful social media services are those that get incorporated into people’s daily lives , so your product must resonate within their culture. This is where apps come in: Benefits over Features Make life easier harmony with culture
    60. 65. use open-source software and services spend your time making stuff unique rather than getting to the starting line we already have the wheel
    61. 69. let go of ownership make content re-use easy, build APIs where possible/logical and remember people get claustrophobic when you lock them in
    62. 72. taqu
    63. 73. Philips VS Sun Not just Philips back Philips VS whatever
    64. 74. Let ‘em in (yep back to (no)control again)
    65. 75. <ul><li>Brooklyn Museum : </li></ul><ul><ul><li>* ArtShare Facebook App </li></ul></ul><ul><ul><li>* Brooklyn Museum's Click Exhibition </li></ul></ul><ul><ul><li>* Brooklyn Museum Posse </li></ul></ul><ul><li>the Brooklyn Museum used social technologies to put their visitors in charge. They created a Facebook application in which 2,000 people identified and shared the bits of art in the museum that they liked best. They created a community curated exhibit — 3,000 people chose which art pieces to put on display, based on a total of 400,000 votes. And the museum has put the whole collection online, where the community tags it with identifying terms, allowing you to see pieces of art similar to the ones you like, or on specific topics. </li></ul>Good (as in I like)

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