The document discusses the evolution of media and marketing from traditional broadcast models to new social media models. It notes the proliferation of products, media channels, and ways for consumers to access information. Consumers now control their media experiences and are more likely to trust user-generated content over advertisements. As a result, marketers must find new ways to engage and converse with consumers through social media to build relationships. The rise of social platforms means people can easily share opinions and experiences, shifting the dynamic from passive audiences to active co-creators of content.
The New Journalist in the Age of Social MediaJD Lasica
In the age of social media, what should be the role of the New Journalist -- not one who works for a traditional news organization but a social entrepreneur launching a media project for a nonprofit?
The New Journalist at a nonprofit or startup will be a storyteller and multimedia producer but will also have to take on additional roles:
• entrepreneur
• conversation facilitator
• social marketer
• futurist
• metrics & research nerd
Here's my presentation for the New Media Lab on Nov. 23, 2009, in San Francisco, bringing together new media innovators to kick off a year-long project covering nonprofits, journalism and social media.
The focus is on how to leverage social media for Doing Good 2.0
1.200 millones de usuarios de redes sociales en todo el mundo y no paran de crecer. Facebook es un auténtico monstruo con una penetración mundial del 55%. ¿A dónde nos lleva esta tendencia? ¿En qué se va a convertir Facebook?
http://www.alfonsogadea.es/1-200-millones-de-personas-en-redes-sociales/
Social media for social change workshopMia Northrop
This workshop introduces participants to social media sites and tools that can be used to engage new audiences about diversity and human rights. The presentation focuses on Facebook, Twitter and Youtube. Readers will learn the basics of social media strategy, what the various sites offer and how social media activities can be measured. This is aimed towards people who are moderate users of the internet and new to social media.
The New Journalist in the Age of Social MediaJD Lasica
In the age of social media, what should be the role of the New Journalist -- not one who works for a traditional news organization but a social entrepreneur launching a media project for a nonprofit?
The New Journalist at a nonprofit or startup will be a storyteller and multimedia producer but will also have to take on additional roles:
• entrepreneur
• conversation facilitator
• social marketer
• futurist
• metrics & research nerd
Here's my presentation for the New Media Lab on Nov. 23, 2009, in San Francisco, bringing together new media innovators to kick off a year-long project covering nonprofits, journalism and social media.
The focus is on how to leverage social media for Doing Good 2.0
1.200 millones de usuarios de redes sociales en todo el mundo y no paran de crecer. Facebook es un auténtico monstruo con una penetración mundial del 55%. ¿A dónde nos lleva esta tendencia? ¿En qué se va a convertir Facebook?
http://www.alfonsogadea.es/1-200-millones-de-personas-en-redes-sociales/
Social media for social change workshopMia Northrop
This workshop introduces participants to social media sites and tools that can be used to engage new audiences about diversity and human rights. The presentation focuses on Facebook, Twitter and Youtube. Readers will learn the basics of social media strategy, what the various sites offer and how social media activities can be measured. This is aimed towards people who are moderate users of the internet and new to social media.
El Negocio es Social, Nuevamente (The Business is Social, Again!) - 1 Web 2.0Jose Luis Lopez Mota
Worshop "El Negocio es Social, Nuevamente!" (The Business is Social, Again!). Training session delivered at the "Camara de Empresarios Latinos de Houston" (CELH) on 1/28/2012
Section II. The Web 2.0 and the Impact to the World
http://www.ncontacto.com/el-negocio-es-social.html
Netmax Digital, a pacesetter in the web solutions realm complying global standards, is poised to make online business ways simpler and more strategic. We are a Professional Web Branding Company powered by market's best specialists and project managers that provide progressive web design solutions to clients spanning across the map.
Adopting a systematic approach, the focus is always on the brand image and the targeted key demographics of our customer. A wide assortment of services of web design and development, internet marketing and mobile applications development makes the transition of your venture into the online world as smooth as possible.
Social networks: 8 ways to engage users with newsJD Lasica
Here's a slightly revised version of the "Social Networks: Engaging Users With News" webinar I gave to a few hundred virtual attendees when I flew out to the Poynter Institute in May. It was part of the News University course I taught under the Knight Digital Media Center leadership series.
The slideshow offers 8 different areas of social networking that news publishers (anyone from a single individual to a full newsroom) can leverage to engage people around news events in a more robust, interactive way.
Here's my presentation at NewComm Forum 2010: "Social and Entrepreneurial: The Paths to the New Journalism," a look at the fast-evolving journalism and social media landscape, the opportunities for new players, and why the old guard won't survive if they don't make significant changes to their corporate cultures.
The majority of users’ time online is spent with content; a great deal is also spent on email and social networks – two platforms where content can be shared. This study from AOL and Nielsen investigates the overlap between content and sharing to answer the question: Does content fuel the social web?
In a word, yes. 23% of all social media messages contain links to content. Plus, this doesn't account for downstream activity – responses to these messages such as comments and “likes.” What's more, it turns out sharing is a cross-platform activity, with the same people utilizing multiple means for distributing their favorite content.
So how can marketers, agencies, buyers and planners take advantage of content sharing? The study looks at the following key areas:
The amount of social media conversations that include content & brand mentions
The user’s motivations: What makes people want to share content?
Two main strategies for using content sharing to spread your brand’s message
Industry-specific information for autos, entertainment, finance and tech
El Negocio es Social, Nuevamente (The Business is Social, Again!) - 1 Web 2.0Jose Luis Lopez Mota
Worshop "El Negocio es Social, Nuevamente!" (The Business is Social, Again!). Training session delivered at the "Camara de Empresarios Latinos de Houston" (CELH) on 1/28/2012
Section II. The Web 2.0 and the Impact to the World
http://www.ncontacto.com/el-negocio-es-social.html
Netmax Digital, a pacesetter in the web solutions realm complying global standards, is poised to make online business ways simpler and more strategic. We are a Professional Web Branding Company powered by market's best specialists and project managers that provide progressive web design solutions to clients spanning across the map.
Adopting a systematic approach, the focus is always on the brand image and the targeted key demographics of our customer. A wide assortment of services of web design and development, internet marketing and mobile applications development makes the transition of your venture into the online world as smooth as possible.
Social networks: 8 ways to engage users with newsJD Lasica
Here's a slightly revised version of the "Social Networks: Engaging Users With News" webinar I gave to a few hundred virtual attendees when I flew out to the Poynter Institute in May. It was part of the News University course I taught under the Knight Digital Media Center leadership series.
The slideshow offers 8 different areas of social networking that news publishers (anyone from a single individual to a full newsroom) can leverage to engage people around news events in a more robust, interactive way.
Here's my presentation at NewComm Forum 2010: "Social and Entrepreneurial: The Paths to the New Journalism," a look at the fast-evolving journalism and social media landscape, the opportunities for new players, and why the old guard won't survive if they don't make significant changes to their corporate cultures.
The majority of users’ time online is spent with content; a great deal is also spent on email and social networks – two platforms where content can be shared. This study from AOL and Nielsen investigates the overlap between content and sharing to answer the question: Does content fuel the social web?
In a word, yes. 23% of all social media messages contain links to content. Plus, this doesn't account for downstream activity – responses to these messages such as comments and “likes.” What's more, it turns out sharing is a cross-platform activity, with the same people utilizing multiple means for distributing their favorite content.
So how can marketers, agencies, buyers and planners take advantage of content sharing? The study looks at the following key areas:
The amount of social media conversations that include content & brand mentions
The user’s motivations: What makes people want to share content?
Two main strategies for using content sharing to spread your brand’s message
Industry-specific information for autos, entertainment, finance and tech
Dawayne David Butler Shared Social Media Marketing - Evolution or Revolution Dawayne David Butler
Go through this presentation shard by Dawayne David Butler and know about social media marketing strategies. I’m sure this presentation will help you to create an effective marketing plan for your business.
Please feel free to follow Dawayne David Butler on twitter https://twitter.com/david_dawayne
This is the slideshow for the Growing Your Next Generation of Patrons presentation, by Lexie Robinson and Beth Locy of the Madison Public Library. Presented at the Alabama Library Association Conference, April 18, 2007.
La sociedad esta inmersa en un cumulo de informaciones, decidir como evoluciona la tecnología y como nuestro ser se ve involucrado a pasos gigantescos y sin limite de tiempo.. es una decisión al cambio.
All request please fwd to wah17@yahoo.com.My linkedin is wah17@yahoo.com.A copy of the full research is here:
http://www.scribd.com/share/upload/4814477/2dx6gqho7w9gwvvrwbhq
Over two billion people signed up for Facebook. This site the most used site for people when using the Internet. People are not watching TV so much anymore - they using Facebook, Youtube and Netflix and number of popular web sites.
Some people denote their time working for others online. What drives people to write an article on Wikipedia? They don´t get paid. Companies are enlisting people to help with innovations and sites such as Galaxy Zoo ask people to help identifying images. And why do people have to film themselves singing when they cannot sing and post the video on Youtube?
In this lecture we talk about how people are using the web to interact in new ways, and doing stuff.
Social media & public relations power point (ncfpd 2009)Karen Freberg
This presentation was for the National Center for Food Protection and Defense (NCFPD) as a social media training tool for professionals and researchers in social media.
Online Communities: How brands are edging their way into the heart of the con...Linqia
Social network numbers are exploding. It’s conservatively estimated there exists over 2,500 social networks globally. Over a billion people are active in tens of millions of communities and groups across many social networks. Activity and interest is high and the opportunity for brands to be part of this social space is possible through communities and groups. There are challenges however.
This presentation looks specifically at the realities surrounding communities and groups online. How communities and groups have evolved, the opportunities and challenges facing brands and their agencies and how becoming part of the conversation beyond the banner ad will be key themes.
Growing Your Next Generation of Patrons 1MadPubLib
This is the slideshow for the presentation Growing Your Next Generation of Patrons: How to Stay Relevant in the Network Society by Lexie Robinson and Beth Locy. Presented at the Alabama Library Association Conference in Mobile, AL on April 18, 2007.
Over a billion and a half people signed up for Facebook. This site the most used site for people when using the Internet. People are not watching TV so much anymore - they using Facebook, Youtube and Netflix and number of popular web sites.
Some people denote their time working for others online. What drives people to write an article on Wikipedia? They don´t get paid. Companies are enlisting people to help with innovations and sites such as Galaxy Zoo ask people to help identifying images. And why do people have to film themselves singing when they cannot sing and post the video on Youtube?
In this lecture we talk about how people are using the web to interact in new ways, and doing stuff.
Unlocking Productivity: Leveraging the Potential of Copilot in Microsoft 365, a presentation by Christoforos Vlachos, Senior Solutions Manager – Modern Workplace, Uni Systems
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...SOFTTECHHUB
The choice of an operating system plays a pivotal role in shaping our computing experience. For decades, Microsoft's Windows has dominated the market, offering a familiar and widely adopted platform for personal and professional use. However, as technological advancements continue to push the boundaries of innovation, alternative operating systems have emerged, challenging the status quo and offering users a fresh perspective on computing.
One such alternative that has garnered significant attention and acclaim is Nitrux Linux 3.5.0, a sleek, powerful, and user-friendly Linux distribution that promises to redefine the way we interact with our devices. With its focus on performance, security, and customization, Nitrux Linux presents a compelling case for those seeking to break free from the constraints of proprietary software and embrace the freedom and flexibility of open-source computing.
GraphSummit Singapore | The Future of Agility: Supercharging Digital Transfor...Neo4j
Leonard Jayamohan, Partner & Generative AI Lead, Deloitte
This keynote will reveal how Deloitte leverages Neo4j’s graph power for groundbreaking digital twin solutions, achieving a staggering 100x performance boost. Discover the essential role knowledge graphs play in successful generative AI implementations. Plus, get an exclusive look at an innovative Neo4j + Generative AI solution Deloitte is developing in-house.
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdfPaige Cruz
Monitoring and observability aren’t traditionally found in software curriculums and many of us cobble this knowledge together from whatever vendor or ecosystem we were first introduced to and whatever is a part of your current company’s observability stack.
While the dev and ops silo continues to crumble….many organizations still relegate monitoring & observability as the purview of ops, infra and SRE teams. This is a mistake - achieving a highly observable system requires collaboration up and down the stack.
I, a former op, would like to extend an invitation to all application developers to join the observability party will share these foundational concepts to build on:
Threats to mobile devices are more prevalent and increasing in scope and complexity. Users of mobile devices desire to take full advantage of the features
available on those devices, but many of the features provide convenience and capability but sacrifice security. This best practices guide outlines steps the users can take to better protect personal devices and information.
GraphSummit Singapore | The Art of the Possible with Graph - Q2 2024Neo4j
Neha Bajwa, Vice President of Product Marketing, Neo4j
Join us as we explore breakthrough innovations enabled by interconnected data and AI. Discover firsthand how organizations use relationships in data to uncover contextual insights and solve our most pressing challenges – from optimizing supply chains, detecting fraud, and improving customer experiences to accelerating drug discoveries.
A tale of scale & speed: How the US Navy is enabling software delivery from l...sonjaschweigert1
Rapid and secure feature delivery is a goal across every application team and every branch of the DoD. The Navy’s DevSecOps platform, Party Barge, has achieved:
- Reduction in onboarding time from 5 weeks to 1 day
- Improved developer experience and productivity through actionable findings and reduction of false positives
- Maintenance of superior security standards and inherent policy enforcement with Authorization to Operate (ATO)
Development teams can ship efficiently and ensure applications are cyber ready for Navy Authorizing Officials (AOs). In this webinar, Sigma Defense and Anchore will give attendees a look behind the scenes and demo secure pipeline automation and security artifacts that speed up application ATO and time to production.
We will cover:
- How to remove silos in DevSecOps
- How to build efficient development pipeline roles and component templates
- How to deliver security artifacts that matter for ATO’s (SBOMs, vulnerability reports, and policy evidence)
- How to streamline operations with automated policy checks on container images
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
Communications Mining Series - Zero to Hero - Session 1DianaGray10
This session provides introduction to UiPath Communication Mining, importance and platform overview. You will acquire a good understand of the phases in Communication Mining as we go over the platform with you. Topics covered:
• Communication Mining Overview
• Why is it important?
• How can it help today’s business and the benefits
• Phases in Communication Mining
• Demo on Platform overview
• Q/A
3. Marketing has changed more…..
Source: Internet Advertising Bureau, 2004
Source: Darwin Day Conference, by Google
4. 1. Product Proliferation
Product proliferation and availability means more choice for
the buyer……..
Source: Strike up the Brands. McKinsey & Company, December 2003
Source: Darwin Day Conference, Google
5. 2. Media Proliferation
Today, media is fragmented
• 13,500 radio stations
(4,400 in 1960)
• 17,300 magazine titles
(8,400 in 1960)
• 82.4 TV channels per home
(5.7 in 1960)
And the Web:
• Millions of sites
• Billions of pages
Source: “Left Brain Marketing,” Forrester Research (April 2004);
“The Vanishing Mass Market,” BusinessWeek (July 2004)
Source: Darwin Day Conference, Google
6. 3. Access Proliferation
• Video games • Radio • Satellite Radio
• Email • DVD • TiVo (Starhub PVR)
• XBox LIVE • Ring Tones • Video On-Demand
• Websites • TV • Newspapers
• IM • Blogs • Podcasting
• Search • Magazines • Cell Phone
Source: Darwin Day Conference, Google
7. Digitization of Media
New Media
Old Media
Reach
Mass Media Niche Media
Source: Darwin Day Conference, Google
8. “ A radical advertising and marketing
change has occurred in the
World of ”
Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
9. Consumers are not listening anymore
Interruptive marketing has seen it’s day
Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
10. The Audience
is creating
Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
11. The Audience
is selecting
Time Shift technology
Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
12. The Audience
is changing
Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
13. As a result
“We are immune to advertising. Just forget it. ”
“You want us to pay? We want you to pay attention. ”
“ The Internet became a place where people could talk to other people
without constraint. Without filters or censorship or official sanction —
and perhaps most significantly, without advertising ”
“Don't talk to us as if you've forgotten how to speak. Don't make us feel
small. Remind us to be larger. Get a little of that human touch. ”
Cluetrain Manifesto
Source: http://www.cluetrain.com
14. Media Scales
Source: http://darmano.typepad.com/logic_emotion/files/logic_emotion.ppt
15. “ Consumers control the online environment so brands need to think
about facilitating user-created actions, not just user-generated
content." Unlike newspapers and TV where the advertisers are
speaking at consumers, the Internet allows for more back and forth
”
interaction.
Source: http://china.seekingalpha.com/article/30979
17. Cash
Co-Creators
Control
The birth of
Generation C
Connected
Creativity
Content
Conversation
Consumer 2.0 Creative Class
Community Channel
Communicate
19. Consumer Touch Points
Blog Sites Music Sites
Reads his friend’s
postings Reads up on
new cd
releases
Movie Sites
Downloads
Songs
Buys tickets
online
Sports Sites
Gets the latest
updates on
favorite teams
Gaming Sites
Looks for
information Checks scores
about Nascar
games Google.com
Searches for
“what’s cool”
Source: Darwin Day Conference, Google
21. Social Media’s Timeline
1971 1979 1984 1988 1991 1995 1998 -2004
Email Usenet Listservs IRC Personal Web Sites 1st Social Blogs
Discussion Groups Networking Site Podcast
Chat Clasmates.com Wikis
2005 and beyond>>
Web 2.0 apps and
User-generated content
take over
Source: http://www.prworks.ca/wp-content/socialmedia.ppt
23. What is social media?
Social media describes the online technologies and practices that
people use to share opinions, insights, experiences, and perspectives
with each other (Wikipedia 2007)
27. “ I post on blogs and BBS because I can
express myself to millions of people at once.
I like the rush, and I feel empowered.
”
Source: http://china.seekingalpha.com/article/30979
28. “
I believe the bloggers and their ideas.
They are my friends and will tell me the truth, unlike
advertisements.
”
Source: http://china.seekingalpha.com/article/30979
29. Digital experiences
Design Centred
Content Focus
INTERACTIVITY
Marketers>Experience>Conversation>Relationship>Affinity
32. The Evolution
BROADCAST
“We tell you”
Examples: The New York Times, CNN
Publisher/broadcaster
Big media $ Newspaper
buys for
display
$ Magazines
advertising $
TV
Passive readers/audience
Source: www.managementinnovationgroup.com/docs/MIG_Social_Media_Poster.pdf
33. The Evolution
INTERACTIVE
“Tell us what you think of what we tell you”
Examples: nytimes.com, cnn.com
Publisher/broadcaster
Big media buys for $ Newspaper Forums
display advertising
in heavily
trafficked site
$ Magazines Comments
$ Web Video Ratings
Smaller, targeted $
media buys for
contextual $
advertising in $
less trafficked
parts of the site $
Passive readers/audience
Source: www.managementinnovationgroup.com/docs/MIG_Social_Media_Poster.pdf
34. The Evolution
Social Media
“Tell each other”
Examples: Wikipedia, Slashdot, Ohmynews
$ Collaborative
Smaller, $ Publications
targeted $
media buys Co-creators
$ Revenue Share
for
Pay for less
$
contextual
advertising $ $
Passive readers/audience
Source: www.managementinnovationgroup.com/docs/MIG_Social_Media_Poster.pdf
35. “ Engagement is all about
making it relevant to the consumer.
”
James Speros, Chief marketing officer, Ernst & Young
36. “ People read particular magazines because of
the life stages and events which currently
involve them: from teenager to golfer, from
having a baby to coping with retirement.
”
Source: Henley Centre, Delivering Engagement 2004
37. “
The editorial/reader relationship is a one-to-one
conversation, and in time it creates a bond of
trust, of belief, expectation and empathy. It is
through the quality of this relationship that an
aperture or opening to the reader’s mind and
heart is created, through which we advertisers
can establish communication.
” Advertiser with Readers’ Digest
39. Different levels of engagement
Belonging
Having sense of shared values
and common experience,
Identification Commitment
Most basic level of People who are passionate
engagement enough to devote lot of time
and/ or money
Source: The Henley Centre/ Redwood 2003
41. Summary
a) Media Landscape:
- Advertising Environment
- Marketing Environment
- Long Tail
b) The Consumer:
- Generation C
- Consumer Today
- Consumer Touch Points
c) Social Media:
Area of Research
- Timeline
- Social Media Trend
- Social Media
- Word of Mouth
- Digital Experiences
d) Engagement
- Trust
42. Methodology
Social Media
Content Analysis Discourse Analysis Interviews Case Study
43. Why am I interested?
Hype
Understanding, turning it to a power tool
Future of Advertising
44. Research Questions
(1) How can the effectiveness of the advertising budget in traditional media be held
accountable?
(2) What tools can be developed to assess the expenditure of monies in the new digital media?
(3) How can the effectiveness of internet creative messages be evaluated empirically?
(4) What elements are necessary for online media planning to be successful?
(5) How can interactive and traditional advertising agencies get together to do better work in
the future?
(6) How can the outcomes of traditional consumer behavior research be applied in the new
digital world?
(7) What non-traditional methodologies might be useful in addressing the concerns of the new
digital world?
Good Morning everyone, This is my topic for the day : Social Media & Marketing ~ Evolution or Revolution. [click]
First, I’m going to present to you, the media landscape ~ which will gives us an idea what’s going around us these days.
Marketing has changed more. M ass media is getting worse at reaching customer. According to Businessweek, in the 1960s an advertiser could reach 80% of US Women with a spot aired on CBS, NC and ABC. Today an ad would have to run on over 100 channels to duplicate that. <click> To make maters worse even if traditional ads are show, the customers aren’t even paying attention. According to an IAB study, the % of adult viewers who could name a brand advertised in a show they just watched declined from 34% in 1965 to 9% in 2000.
It's a buyer’s world today. For any good or service, the number of brands and the number of sellers who can instantly reach the buyers anywhere in the world has grown dramatically over the past decade. In addition buyers have gained access to an enormous amount of information that they can “pull” whenever they want, while ignoring the majority of the marketing and advertising that is “pushed” at them. <click> Just between 1997 & 2001 pharmaceutical companies grew the average number of brands by 78%, beverage manufacturers increased their portfolio size by 25%, and the food and household goods industry added 81 new labels. <click> As if the organic growth of brands and products weren’t enough, the Web has removed geographic boundaries from the global marketplace, as online marketplaces like eBay and Craigslist enable anyone to become a seller. The size of these online marketplaces is staggering. eBay’s 135 million registered users in 2004 make it the worlds ninth largest country after Russia. Not only has the web increase reach, it has also significantly decreased costs in marketing, sales and distribution allowing sellers to profitably sell previously uneconomic niche products – the long tail phenomenon. This dynamic can’t help but shift at least some demand away from “hot” products and redefine target markets – down to smaller and smaller groups. Eventually down to “markets of one”.
In 1960 the average home had fewer than 6 television stations from which to choose. Today it’s more like 90, on average. The number of mass media platforms that ruled decades ago, print, radio, tv, have exploded to the extent that not one media can really be considered mass anymore . And that doesn’t even account for the new platforms – satellite radio, video on demand, PVR’s and online video games….pause… <click> Now add in the millions of websites, and the billions of web pages and you can begin to see the erosion of reaching your entire market with one simple media buy.
This trend has big implications for the media business: What does this mean for traditional advertising principles like reach, frequency or even primetime? Starhub have recently launched PVR (Similar to Tivo) And TIVO in the US just announced that soon, you’ll be able to program your Tivo from your mobile phone. Consumers are empowered with choice and are now squarely in control - they’re in control of how, when, & what kind of media they consume
Before media became digitized, we saw: A small number of media with massive reach As consumers, we were easy to get a hold of – we read the same papers, listened to the same radio programs, and watched the same television shows as everyone we knew. Marketers had it easy… but it was rare for you to see an ad that was relevant to you. [build] And now what we see, are tons of media choices, allowing marketers to reach massive amounts of people, across a massive amount, of extremely targeted media experiences. Users are moving down the long tail of media and this presents big challenges as well as big opportunities for marketers. Two key marketing challenges now exist: #1. We need to be where the users are and we need to be relevant to those users #2. We need to re-think the message and re-think the media distribution:
*CLICK* As a result Consumer are saying
CLICK This is our media environment in the past Pre 2007- maintstream media controls majority of influence, credibility and exposure and now the future Post 2007: Creators of Social Media begin to enjoy increased visibility, credibility and audience exposure. Is this some kind of joke? No it is not? It is happening right now. What will you do if you were given 500 bucks and you are told to buy a product that you never heard of at all? You Google!, you ask questions in forum to strangers, you read review of the internet because you know that they are HONEST opinions and NOT PAID OPINIONS. They are COMMENT/REMARKS and NOT ADVERTISING!!!
THE PEOPLE is INTERNET= And the internet can’t exist without people. The market is people
Click The web has gives birth to a new generation. It is the generation C. CONTENT by the Creative Class using the web as a CHANNEL to Communicate. Turning Conversation into Community. Today media is controlled, by co-creators. Turning their creativity into CASH. THIS IS THE POWER OF BEING CONNECTED. THIS IS CONSUMER 2.0
Our consumer today are not DEFINITELY NOT STUPID! They are Mulitasker, They are Intelligent. They are a person to be exact. They are the Consumer, The community, The participant, The audience, The Customer, The user.
This is an example of today, day-to-day how consumer are using their internet for!.Being Connected is certainly IMPORTANT for them. How would you feel if you lose your handphone! Ask any of the teens these days how devastated they feel about it. Look at Sally Life. She ask her friend how was the party last night. Her friend Meray replied, check my blog , all the juicy details are just right there. Make sure you check it out. Sally always goes for movie, she is the typical last minute person. She buys her ticket via her mobile phone online because she just hates to queue. Occasionally, she checks out gaming sites and play World of Worldcraft and meet new people. When she is bored, she checks out GOOGle.com She receives live scores sent to her mobile from the internet on her favourite soccer team. She gets her music online and download to her IPOD and plug in to a FM transmitter while driving to work. This is Sally life.! She is empowered.
Let’s Look at how the web has evolve. This is a social media timeline. Social media existed since 1971 and is not NEW! Blogs Open Diary 1998 Live Journal and Blogger 1999 Social Networking Classmates.com 1995 Friendster 2002 MySpace 2003 YouTube 2005 Second Life 2002-2003
Bla bla bla- Click- Blabla ..Look at the trend!! Is an upward trend. As we are talking right now! This is continuosly to grow.
When I first started bloging, this is what the blogging world looked like to me
As I discovered more in-depth how the Social Media Networks actually works, it began to look more like this: The Social Network is made up of large numbers of communities—blogs often times are bridges between these communities.
Marketing has traditionally been about messages Marketing is increasingly becoming about experiences These experiences are enhanced by facilitating conversations and promoting community This converts passive consumers to active participants, seeking relationships Relationships lead to loyalty, affinity, and an emotional connection. We need to design conversations. We need to stop marketing. We need to become conversation architects. experiences are designed Everyone like to have a good time, good experience. When you have good experience, you tend to talk more about it~ that’s word of mouth. Experiences are designed.
A good example of designed experiences. Twitter is designed, to make conversation easy. Is build on the simplicity and mobility concept. There’s no right or wrong way to use Twitter. People just use it and eventually innovate and improve it.
When a consumer is happy, they come back for more, they share with their friends, they are evangelist, eventually they SHOUT even louder when company value their thoughts and allow them to feel belong, a sense of ownership of the brands. Look at APPLE, before IPOD was out, everyone is talking about it, anticipate for IPOD because behind all this exist a community, a community of brand advocates! Speaking of functional attributes, doesn’t other products like SAMSUNG, IRIVER serves the same functional attributes, but why are they people still saying that they prefer more of IPOD than these brands!.. How is this applied to the social media? Social media allows participation in a community. People interacts in the community, interactions is conversation, conversation are word of mouth. They bring their knowledge to the reality and spread it out. Research says 70% of Word of mouth are done offline.! The web gives them a TOPIC, an Insight, a News to talk about.
Let’s look at the evolution of media. How it has evolves.!! one to many Relationship type : Reader participate in surveys or testing. Value for the user comes from : High quality of content, reliability and authority. Opportunity for business: Developing high quality content; understanding the advertiser needs and build relationship with them. Threats: Competition for advertising revenue from new media, fracturing of markets by specialty content and service providers on cable and the web.
Relationship type: combination of one-to-many on main site and many-to-many on segregated areas, push/pull Reader participation: while unable to directly influence content, readers are invited to comment, rate, market via email and occasionally discuss in forums ; feedback and original content are typically kept apart Value for the user comes from: the ability to customize access to a variety of content sources Opportunity for the business comes from: display and keyword advertising that can be better targeted by using posted comments , rated content and tagging ; improving loyalty by building deeper relationships with readers by allowing active participation and community building in forums ; providing better aggregation of content with social customization tools such as collaborative filtering and social networks and better distribution through RSS Threats: competition from even more participatory content sources, customization and personalization can result in narrowed world views which are contrary to some companies’ missions; allowing mass participation requires greater staff or sophisticated technologies to make reader-created areas suitable for traditional advertisers
Relationship type: many-to-many, push/push Reader participation: taken to a new level with readers becoming reporters, commentors, and even editors; point of view emerges from group values Value for the user comes from: an infrastructure for active participation in content creation, and a community of trusted cocreators Opportunity for the business comes from: building communities of reader/writer/editors with very high levels of participation and loyalty; reduced content creation/acquisition costs, increased audience size by creating viral groups of creator/marketers, improved content quality by providing tools for trust, reliability, and quality using technologies such as collaborative editing, reputation managers, public profiles, social networks, and recommendations based on friends and contacts Threats: hard to guarantee advertiser-appropriate user-generated content; barriers to entry may be low for competitors; group point-of-view may not match businesses; user-base may reject or try to sabotage revenue activities; legal overhead high due to unpredictability of content quality; communities are hard to jump-start and often slow to grow
The individuality and personality of each magazine means that readers can readily feel a close relationship with the particular magazines they choose to read. “When a magazine closely chimes in with this [consumer] self-image there is a high level of identification with the chosen magazine. There is a feeling of ownership, that this is ‘my magazine’, an informed friend. “ As a consequence, consumers expect magazine content to achieve closer personal relevance than any other medium. NFO Groups research (Absorbing Media 2002) for the PPA asked consumers which medium they expected to be most closely tailored to their individual needs, and unsurprisingly, magazines were felt to be the most likely. When asked which medium would contain the information that I am most interested in, again the consumer expectation is that magazines are more likely to provide this than other media. People buy magazines that they want to read, a magazine that shared the same beliefs with them. Something they can relate too. Is the same in the web, people read what they want to read and hear what is relevant to them, and thus people who share the same belief form communities. When they are alone they are nothing, when there are many of this lonely people getting together, they are definitely something. This is long tail!!
Faced with too much choice, too much media, too much marketing, consumers are effectively filtering or actively rejecting the onslaught
Identification – most basic level of engagement eg fans of football team, voters for a party Belonging – having sense of shared values and common experience, eg season ticket holders who gather each week, party members Commitment – people who are passionate enough to devote lot of time and/ or money, eg organisers of football supporters’ club, party activists Commitment level is for those closest to the brand, loyal core who act as brand advocates, devote high proportion of spend and will participate in events Middle – happy to be part of something, may talk about it with friends How does this concept fits into the social media scenarios. Identification- Internet users register to forum or a social network that talk about Fishing. I joined the fishing club in the yahoo groups ~ is called Aussie Fishing Group. Belonging- Being in the Aussie fishing group long enough, and they were such a huge numbers of members in the group, we decided to create our own t-shirt which is sponsored by Yahoo. The t-shirt imprints, YAHOO!.., The real aussie fishers! Commitment- Being part of the community too long, I have to play a role to keep the forum going, after all I have been assigned roles such as content moderators, I moderate people’s comments, or ban user, or I create interesting topic to talk too. I am committed. Social Media~ it engages you! Because you are just being yourself. You choose and do what you feel like doing!
When you have believe= You trust, You have Faith. You have me