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Social Networking
More love than your mother.
Why?
What people want
     What clients want




Attention           Attention
Part I: What People Want
More friends.
More friends.
More followers.
More followers.
More interesting places.
More important.
And because she so
important...

You can help her
make purchasing decisions.
Part II: What Clients Want
Socially Enabled Commerce
or
Crowd Power
Conversations become purchases.
Purchases become conversations.
“The opportunity for marketers is that
instead of having to pay for their message
to run somewhere, they can ‘earn’ media
for free, via consumers spreading
YouTube clips, Groupons, and tweets.”

Sacks, Danielle. “The Future of Advertising.” FastCompany. 17 November 2010. <http://www.fastcompany.com/
magazine/151/mayhem-on-madison-avenue.html?page=0%2C1>
Why they were advertising: To launch the new EA
game, All Points Bulletin (APB)

Target: a crowded marketplace, cynical gaming
audience

Budget: Limited

Single most persuasive idea: the powerful
customization engine that is unique to APB.
Results: Almost 46,000 people voted on
the customization aspects of the human
avatar. Then continued to watch when he
was virtually recreated an released into
the game.

When the campaign ended 5 million
people were aware of it and it had
clocked up 186,000 YouTube views.
Strategy Board




                               involvement
     Ego         Remarkable


 Insecurity      1st to post   magic/story



                               entertaining
    Trust         hipness



  Attention      belonging        viral



 Validation        results



    To Be          approval
    Heard
How can you bring a social
networking component to
this Ikea TV spot?

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