Public lecture delivered by Dr. Kelly Page on the 4th March 2009 for the Cardiff Innovation Network (Cardiff University) on the marketing implications and use of social media technologies.

1. Getting Connected
Social Media & Marketing in a Networked Economy
Kelly Page © 2009

2. Social Media
‘It is not the strongest of the species that survive, nor
the most intelligent, but the ones most responsive to
change’
(Charles Darwin)
Kelly Page © 2009

3. Properties of Technologies2&7
© Kelly Page
Experiences and perceptions users equate
with using an electronic resource
EXPERIENTIAL (usefulness, ease of use, stickiness)
PROPERTIES
Distinguishable characteristics of an
STRUCTURAL electronic resource
PROPERTIES (synchronicity, pacing, interactivity)
Hardwired and/or mechanical
TECHNICAL features of an electronic resource
(XML, Java, MSQL, Bandwidth)
PROPERTIES
Kelly Page © 2009

4. Structural Properties2&7
© Kelly Page
Ability to produce a sensually rich experience
VIVIDENESS (sensory breadth & depth)
Degree to which input & response are simultaneous
(speed, rehearsability; reprocessability)
SYNCHRONICITY
Control over speed & sequence of content
PACING ( external and internal Pacing)
Mode of exchange between sender & receiver
TRANSFER MODE (one-to-many; one-to-one; many-to-many).
Interaction between two or more entities (i.e., people or
machines) & the effect one party has on the others response
INTERACTIVITY Person-to-person (person interactivity)
Person-to-machines (machine interactivity)
Machine-to-machine (network interactivity)
Machine-to-people (automated interactivity)
Kelly Page © 2009

5. Web 2.0
Web 1.0
The web as publishing medium
Revolutionary, but still predominantly one-way / asymmetrical
Focus on the web site
Web 2.0
The participative web
Tools in the hands of users
User-generated content
The web is us
Focus on the user/participant
Web 2.0 explanation
http://youtube.com/watch?v=NLlGopyXT_g
A classic video explaining Web 2.0 which uses a simple but effective way
of showing the difference between old and new media.
Kelly Page © 2009

6. “The Many Forms of Social
Computing” from Forrester
Research, courtesy of
Steve Rubel.
quot;Social media
encompasses
everything that is
written, spoken and
shown about your
organization that you
have no control over.“
Kelly Page © 2009
Josh Hallett

7. Types of Social Media
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8. Types of Social Media
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9. Types of Social Media
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10. Types of Social Media2
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14. 2008
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15. CASE Insights
Exploring the psychology and sociology behind
social media (technology) usage
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16. Insight 1: Share Value2&7
Usability 101 meets Marketing 101
What is of use will be used!
User-led and defined value
Is Twitter really of any value?
Dell & Twitter Customer Service
Dell is building relationships with customers one-by-one, by setting up
“digital embassies” inside Twitter. Dell’s efforts have directly translated
into positive PR and even sales. Dell, meanwhile, has earned $1M in
revenue through its various Twitter programs (Venturebeat 2008).
Kelly Page © 2009

17. What is of use will be used!
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18. “Techies focus
on Technology.
How easy or
difficult a site is
to use”
“Marketers need
to focus on the
market needs of
technology - the
perceived utility
of technology
usage”
Kelly Page © 2009
Kelly Page © 2009

19. Real - Relevant - Responsive
Real
Conversations not messages
Tell the truth - maintain the ‘honesty of relationship’
Admit your mistakes
Stick to the facts - soft sell works best
- The Baby Monitor Generation -
Relevant
“If they want to know something
Need and values
they want to know it now!”
You can’t interrupt people anymore
You must have what they want
In content, style and language!
Responsive
Marketing is a synchronous dialogue – conversation
You must answer your customers
Kelly Page © 2009
Be prepared to engage and act quickly!

20. Listen – Learn – Adapt
Participate don’t plan!
Instead of killing ourselves to plan exactly
the right thing that we can execute for the
next two years…
Do it wrong quickly, and then fix it
Let the market tell you what works and
what doesn’t
And then quickly do it better
Kelly Page © 2009

21. CASE Insight: www.
PKU.com2
Objective: PKU community with support and
resources to better manage their disease.
Audience: The roughly 12,000 diagnosed with
PKU in the US,
Engagement & Empowerment
Allow registered members to maintain blogs,
and create other content - a diet food wiki etc..
Static content created by BioMarin will be
subject to review by a panel of community
members.
Commercial Interest: PKU.com is sponsored
“PKU is a genetic condition that prohibits the body
by BioMarin Pharmaceutical Inc.
from metabolizing phenylalanine (Phe), an amino
acid. PKU sufferers must avoid foods high in
protein.”
Kelly Page © 2009

22. CASE Insight:
School Closure on Twitter2
“SWANSEA Council's Education
Department is tapping into growing online
phenomenon Twitter to successfully
spread information to parents and carers”
Objective: Keep in touch with people through
the exchange of quick, frequent answers to
simple questions being posted to spread
information about school closures during the
recent snowy weather.
Social Media: Twitter
Results: 259 followers and in addition 57,000
people viewing school closure page on the
Swansea Council web pages
Kelly Page © 2009

23. CASE Insight:
GE “Imagination at Work” 2
Idea: ‘Pen’ allowed people to create a
drawing online and send it to a friend.
Channels: Open Source Community.
Results:
Multi-award winner
- Users from 140 countries emailing 6
million sketches to 1.5 million recipients.
Next Campaign:
Allowing people to collaborate on sketches
in groups of 3.
“GE empowers people to use their
imagination and spread the word!”
Kelly Page © 2009

24. CASE Insight:
IAB & TWITTER2
The IAB UK has attracted over 500
followers on Twitter – making it engaging
and relevant to members!
Audience: IAB members
Objective: Keep members up-to-date as to
information, events and news about the
Industry and driving sales of events tickets
and publications whilst ensuring the wider
industry is updated on our many activities.
Results: Over 500 followers and recently
featured in an industry blog listing the most
influential Twitters in the media industry.
Are your members Twitters?
Are you Twittering?
Kelly Page © 2009

25. Kelly Page © 2009

26. Insight 2: Share Control2&7
“For the first time the consumer is boss, which is
fascinatingly frightening, scary and terrifying,
because everything we used to do, everything we
used to know, will no longer work.”
-Kevin Roberts, chief executive,
Saatchi & Saatchi
Kelly Page © 2009

27. Letting go is hard!
Externa l versus Internal Pacing
We don’t control the message anymore!
No matter how you
The message is changed, rebutted,
begin to venture
parodied, and misconstrued by our
into the world of
audience – in real time !
social media, the
Even if our audience is small, they are key
way to start is by
voices to us – They need and want to lead
‘losing control’ …
you.
We must modify what we say in response
Let go! Listen! Learn! Adapt!
Kelly Page © 2009

28. Internal External
YouTube & Facebook9 MYSpace.com9
Observe that the original co- Percentage of professionally
created content route as produced content
inherently risky,
Partnerships with the likes of Sony,
Prefer it to let users remain Fox and NBC to turn out original
in charge of the camera, the dramas, reality shows and edited
content and the connections versions of television classics.
Resulted in revenues of up to $60
per 1,000 hits on advertisements
aired during the programs.
Kelly Page © 2009

29. CASE Insight:
Skins Myspace Community4
“The Skins MySpace community is also an example of what
many see as a model for future cross platform collaboration”
Objective: e4 wanted to create a real buzz for its forthcoming
teenage series Skins.
Target Audience: 16-34 year olds are massive users of social
networks with 92% of the UK’s 15-34 year olds regularly using social
networks such as MySpace.
Wide Engagement Strategy: View the first episode of Skins
exclusively on MySpace before it aired on e4, Download music from
the series, subscribe to several blogs, download backgrounds and
buddy icons, post their own comments and view the individual
profiles of the cast members.
Results:
58,000 friends who generated 1.3 m page views.
More than 5,000 downloaded content to own profiles.
Awareness amongst 16-34’s on MySpace reached 87%
First episode audience = 0.5m viewers to 1.6m
Skins the highest-ever rated e4 show outside of Big Brother
Highest- selling show on Channel 4’s video-on-demand site.
Kelly Page © 2009

30. CASE Insight:
New York Islanders Blog Box2
Objective: Cultivate a relationship with
bloggers. Provide press credentials for
bloggers to attend games
Bloggers receive a set of game notes just like
those provided to regular beat reporters and
broadcasters from newspapers and TV
- Started 2007/2008 Season
Rule 1: “The NYI blog box will be your open
forum. From start to finish, you’ll be in control.
All we ask for is the chosen bloggers to act
respectfully in the restricted media areas and
keep all critiques in good taste.”
Kelly Page © 2009

31. CASE Insight:
New York Islanders Blog Box2
Bloggers are posting away about the new york
islanders, so like it all not bloggers are already
talking, so why not cultivate a relationship.
Goals of one NYI blogger:
My goals is to voice not only my opinion, but the
opinion of so many islander fans that never get their
chance to give their opinions heard because of the
lack of forums available to us in the media.
Results:
Was one of the first for a major sporting team
About a dozen bloggers were chosen for the
credentials last seasons
Team links to their blogs from its site.
How many posts?
How many comments?
Kelly Page © 2009

32. CASE Insight:
Mentos Geyser Viral2
Fritz Grobe and Stephen Voltz
discovered that if you drop a Mentos
Mint into a bottle of Diet Coke, you get
a minor explosion.
They filmed themselves dropping
various quantities of Mentos into 101
Diet Coke bottles.
Fritz and Stephen created a great ad,
which involved neither client nor
agency.
Results: Mentos+Coke
- Google: 726,000 results
- Facebook: 105 Groups
YouTube: 9770 Videos
Fun, User-generated, Participatory!
Kelly Page © 2009

33. CASE Insight:
Mentos Intern3
Objective: Develop brand awareness for
the Gen Y demographic
Idea: hire an intern, put him/her on a live
webcam eight hours a day, five days a
week, and allow anyone in the world to
give them work and interact with them
through various online channels.
Channels: email, Webcam, Chat,
Interactive-calendar, blog, MySpace.com,
Facebook, YouTube, Xbox
Results:
Site peaked at around 100,000
Mentoslntern.com – one of the fastest growing domain
visitors’ daily
name based on its generating more than 30,000
Publicity: Star and Us Weekly and on
Google hits on the phrase quot;Trevor the Mentos internquot; in
dozens of blogs.
less than three weeks.
The campaign is cool, funny and
Kelly Page © 2009
effective .

34. Insight 3: Share Real Connections2
‘Connectivity’ and ‘Connections’ & ‘Connectedness’
Nodes in a Network
Friends, Fans, Followers, Followed
Members, Bloggers, Tags
With Who? How? What? Where?
Core Network Principles
Node structures,
Tie strength (10:150: 300)
Centrality
Social bonds
Kelly Page © 2009

35. http://www.oxyweb.co.uk/blog/socialnetworkmapoftheworld.php
Kelly Page © 2009

36. Facebook: The number one social network in Britain received 3.16% of all UK
Internet visits last month, equivalent to one in every 32. For the 4 weeks ending
27/09/08, one in every 50 UK Internet searches was for the single term
‘facebook’,
Kelly Page © 2009

37. CASE Insight:
Facebook Applications1&3
Facebook is founded on the premise
of sharing through the social graph,
the digital mapping of people's real-
world social connections.
Applications: Facilitate
communication and information
sharing between members of a social
network and provide value in repeat
usage, thus offer something of use,
interest or fun to members.
(Chart: May 2008)
Kelly Page © 2009

38. CASE Insight:
Facebook Applications1&3
Communication:
2.1 million people use FunWall daily to post messages, cards,
videos and the like on their friends' profile pages.
1.6 million people use Top Friends to highlight their closest pals
in a box on their own pages.
Sharing Information:
Flixster Inc., created a Facebook application called Movies that
allows people to share reviews, movies seen etc with their
Facebook friends; 24 million people and has about 482,000 daily
users. Flixster.com, the company's original business, has about
14 million monthly users, up from about five million a year ago.
Repeat Usage:
Games like Scrabulous and Jetman allow friends to take a turn
each time they log on the site. Both games are ad- supported.
Scrabulous has 482,000 daily users. Jetman has about 53,000
daily users
Kelly Page © 2009

39. CASE Insight:
Facebook Application Revenue1&3
Advertising in applications
Battle of the Fans created by BT PLC for the United
Fantasy Football Association (UFFA) European 2008
Football Championship.
Create Mexican Wave with a view to reaching the
top of the Battle of the Fans league table. It aims to
promote BT Fon.
Transactions through applications
Live Nation
Ticketmaster's association with iLike
Gift Giving with applications
Gifts with Benefits. - Purchase of gifts for friends has
further proven successful. Facebook will begin to
allow users to send digital gifts that have real-world
value
Kelly Page © 2009

40. CASE Insight:
Chris Moyles2
519 Friends
2,154 Friends
500 Groups about him
1,108 Comments
5 Stories
(Last Login: 18/12/2006)
352 Notes
14 Photo Albums
42 Videos
77,245 Followers
354 Updates
(9 Following)
8416 Subscribers
390, 895 Channel Views
1072 Video’s watched
240 Friends
434 Channel Comments
140 Favourite Videos
3,744 Fans
Kelly Page © 2009

41. Welsh Marketing Honours!
CASE Insight:
Wiggly Wigglers
A rural natural gardening mail-order company
on the Welsh/English border won the 2008
Global Dell Small Business Excellence Award
. a $US50,000 technology award
Objective: Use social media to connect with
current customers and reach new ones,
Results:
Serves 90,000 customers worldwide and delivers
its products across Europe;
Cut its advertising budget by 80 percent when the
company turned to social media over traditional
advertising;
898 Facebook Fans
170 discussion topics;
Hosted 50 weekly podcasts from the quot;Wiggly
sofaquot; reaching thousands of listeners per week,
San Francisco Chronicle readers rated it their
quot;favorite gardening podcast;”
Built its catalogue based on Wiki ideas generated
on its Facebook page by experts and customers.
Kelly Page © 2009

42. Welsh Marketing Honours!
CASE Insight:
Wales1000Things.com
UG Content site managed and maintained by
Visit Wales Activities team
People, who have visited Wales, had fun and
want to show others what they got up to. Like
a giant online photo album for everyone to
flick through and add to!
The website succeeds in making Wales
appear fun and fashionable to both potential
and past visitors with 1872 pictures uploaded
since its launch in March 2007.
In 2008, Canmol - The CIM's first ever Welsh
marketing awards. From the 60 initial entries,
a panel of judges recognised
Wales1000things.com for their fantastic and
innovative use of marketing.
Future of Tourism Marketing in Wales!
Kelly Page © 2009

43. CASE Insights2
Share Value
Share Control
Share Real Connections
“Markets are Conversations
Participation is Marketing”
Kelly Page © 2009

44. Find them!
Listen to them!
Engage with them!
Empower them!
By Brian Solis, ClueTrain Manifesto
Kelly Page © 2009

45. The Impact of Web 2.0
Putting it all in perspective: Video from the World Economic Forum: The
Impact of Web 2.0
Speakers:
Caterina Fake – Founder of Flickr
Bill Gates – Microsoft
Chad Hurley – Founder and CEO – YouTube
Mark Parker – President and CEO – Nike USA
Viviane Reding, Commissioner, Information Society and Media, European
Commission
Dennis Kneale, Managing Editor, Forbes Magazine
Peter Schwartz, Chairman, Global Business Network, USA
Kelly Page © 2009

46. Thank You!
Kelly Page
Marketing & Strategy Department
Cardiff Business School
Cardiff University
M: 07967047862
E: pagekl@cardiff.ac.uk
Twitter : Facebook : LinkedIn : Skype
drkellypage
drkellypage@gmail.com
CASE Insights
Case Insight Generation
Media & Content Analysis
Profiling Value of Technology Adoption & Use
Kelly Page © 2009

47. Source Material
1. Page, K. L. (Under Review) Connectivity, Control & Co-creation In Social Media Marketing:
The Facebook Chapter, Journal of Marketing Management . [Submitted March 2009]
2. Page, K. L. (Forthcoming – 2010) Electronic Marketing , SAGE Publications
3. Baines, P., Fill, C., and Page, K. L. (2008) Marketing (First Edition), Oxford University Press
http://www.bfpinsights.com
4. Page, K. L. (2008) Electronic Marketing Cases in Fill, C. Marketing Communications [Online
Content] (Fith Edition), Prentice Hall.
5. Page, K. L. (2006) Electronic Marketing Case Insights in Brassington & Pettitt, Principles of
Marketing , (Fourth Edition) Prentice Hall.
6. Page-Thomas, K. L. (2005) Electronic marketing: The bigger picture, The Marketing Review ,
Vol. 5 (3 Autumn), 243-262. ISSN 1469-347X.
7. PhD. (2003) titled World Wide Web Perception & Use: Investigating the Role of Web
Knowledge (UNSW, Australia). Commercial Support from The Campaign Palace &
DoubleClick Aust .
8. Anon. (2008d). MySpace or yours?: Advertising and social networks. Strategic Direction , Vol.
24 (8); pp.15-18.
Kelly Page © 2009

48. The content of this presentation is the property of shared interest
between the author, Kelly Page and other parties who have contributed
and/or provided support for the generation of the content detailed within.
These contributing parties include, but are not limited to: Cardiff
University (CU); University of New South Wales (UNSW); Oxford
University Press (OUP); Prentice Hall Publishing, SAGE Publications
and other commercial sponsors.
Kelly Page © 2009
Kelly Page © 2009