1. 1
Social
Media
The Business
Opportunity
For Marketing
Agencies
Dr Paul Marsden
Clickadvisor.com

2. 2
Dr Paul Marsden | Consumer psychologist
from crowdsourcing site www.clickadvisor.com

3. 3
Social Media | A Commercial Desert?

4. 4
Social Media
WHAT
SO WHAT
WHAT NOW

5. 5
Social Media
Online tools for sharing and
discussing information

6. 6
Social Media
Online tools for sharing and
discussing information

7. 7
Social Networking Platforms
Online utilities that connect
you to the people around you

8. 8
This is not a social network.
It is a social networking platform.

9. 9
This is a social network, a human
network that connects everybody to
everybody by six conversations

10. 10
Social media - great tools, but
who’s making money with
them?

11. 11
“Anything invented before you were 18 has been there
forever. Anything that turns up before you're 30 is new
and exciting. Anything after that is a threat to the world
and must be destroyed.” Jim Griffin - OneHouse

12. 12
Sure we can sell
advertising space on
social media but is that it?

13. 13
Social Media
WHAT
SO WHAT
WHAT NOW

14. 14
The Big Picture: Social media is changing
our expectations of media - media is now a
participation sport

15. 15
Social media is changing our expectations
Where’s the mouse? A new mantra for marketers

16. 16
Social Media is changing media users into media producers...
...Journalists ...Experts ...DJs
...Broadcasters ...Publishers ...Critics
...Editors ...Archivists ...Network Owners

17. 17
Social media sites now account
for 50% of Internet traffic

18. 18
The Marketing Implication. Social
media has made word of mouth
even more powerful

19. 19
How likely would you be to recommend our agency?
0 1 2 3 4 5 6 7 8 9 10
Detractors Neutrals Promoters
What others say about you is more
important than what you say about yourself

20. 20
L
Wo ake
be
Eff gon
ec
t
80% of CEO’s believe their company offers
a superior experience...
...8% of their customers agree

21. 21
“A 12% increase in NPS correlates
to a doubling of growth”

22. 22

23. 23
Social Media
WHAT
SO WHAT
WHAT NOW

24. 24
1. Sure, sell social media as an advertising
platform - but Beware the Meatball Sundae

25. 25
2. A Bigger Opportunity - sell social
media as a value delivery
platform - branded utility

26. 26
A Bigger Opportunity: Selling social
media as a value delivery
platform - branded utility

27. 27
A Bigger Opportunity: Selling social
media as a value delivery
platform - branded utility

28. 28
A Bigger Opportunity: Selling social
media as a value delivery
platform - branded utility

29. 29
The marketing logic of the Bigger Opportunity:
Using social media as a value delivery
platform is to use social media as a word of
mouth activator

30. 30
Using Social Media as Value Delivery Int Soci
elli al
Channel requires passing the Sally-Ann ge
nc
e
test (AKA how to know if you’re autistic)
Social Media - It’s not about about
what users can do for the brand,
it’s about what the brand can do for
users

31. 31
Social Media: The Really
BIG opportunity

32. 32
The Really BIG Opportunity: Selling social
media as an innovation platform -
crowdsourcing brand futures

33. 33
The Really BIG Opportunity: Selling social
media as an innovation platform -
crowdsourcing brand futures

34. 34
The Really BIG Opportunity: Selling social
media as an innovation platform -
crowdsourcing brand futures

35. 35
The Really BIG Opportunity: Selling social
media as an innovation platform -
crowdsourcing brand futures

36. 36
The Really BIG Opportunity: Selling social
media as an innovation platform -
crowdsourcing brand futures

37. 37
The Really BIG Opportunity: Selling social
media as an innovation platform -
crowdsourcing brand futures

38. 38
The Really BIG Opportunity: Selling social
media as an innovation platform -
crowdsourcing brand futures

39. 39
Ne Sala
g r
Te otia y
ch
The marketing logic of the Really Big Opportunity: niq tion
ue
Using social media as a innovation platform is
to use social media as a word of mouth activator

40. 40
The marketing logic of using social media as a
innovation platform - the Hawthorne Effect

41. 41
Brand Advocacy (Propensity to Recommend)

42. 42
Social Media - The Future?

43. 43
Brand as Marketplace:
Creators Consumers
Assuring Quality
A new business model for
brands? Brands as marketplaces

44. 44
Ocado
A new business model for
brands? Brands as marketplaces

45. 45
iStockphoto as the business
model of the future for brands?

46. 46
Take Home
Social Media allows us to market
with people instead of at them

47. 47
Thanks for listening!
www.clickadvisor.com www.eyeka.com
crowdsourced insight crowdsourced advertising
paul.marsden@clickadvisor.com