4. Agenda
• Who we are
• Trends
• Challenge
• Opportunities
• Guidelines
Blogging & Social Media, March 2008
5. Six Apart
• Founded in 2001 by
Ben and Mena Trott
• HQ in San Francisco,
170 employees in the
U.S., Japan, and EU
• Leading blogging
software and services
provider
Blogging & Social Media, March 2008
8. Social technology adoption
24%
Visit social networking sites 57%
29%
Watch user-generated video 47%
25%
Read blogs 45%
14%
Comment on someone elseÕs blog 36%
11%
Publish or update a blog 28%
11%
Publish Web pages 26%
18%
Contribute to online forums 25%
25%
Read customer ratings/reviews 23%
8%
Upload video you created 22%
11%
Post ratings/reviews 19%
11%
Listen to podcasts 18%
8%
Use RSS feeds 14% Adults 18+
6%
Contribute to/edit articles in a wiki 9% Youth 12-18
7%
Write and post articles, stories, etc. 8%
Source: North American Social Technographics Online Survey, Q2 2007 and North American Technographics Consumer
Technology And Media Youth Online Survey, Q1 2007. Bars show monthly participation.
Blogging & Social Media, March 2008
15. Hoping for a better future
= connections
Blogging & Social Media, March 2008
16. People are talking, sharing, friending
• Powerful publishing tools
• Your life reflected online
• Network effect
• The power of one
• Disruptive media
Blogging & Social Media, March 2008
17. Talking about gadgets
“I could get an iPod touch as a reward for my
extraordinary efforts and
accomplishment”
tokerud.typepad.com
“I couldn't do without an iPod. I can't work
out as well with no music.”
writergrl.livejournal.com
Conversation Meter: ipod
337,000 mentions
“I love my Ipod touch”
97,400 mentions geeklinks.vox.com/
12,500 mentions
Source: Google site search, internal data
Blogging & Social Media, March 2008
18. …but not only!
We're written a great deal on this blog about
Dove Evolution, one of the most celebrated
examples of Consumer-Fortified Media (CFM)
on the web notetaker.typepad.com
Dove Skin Vitalizer with stand and cleansing
pillows $5 (never been used!) GREAT DEAL!
community.livejournal.com/bunnygirly
Conversation Meter
Dove's Real Beauty campaign has a new 19,400 mentions
video out on YouTube called Onslaught. It 12,900 mentions
shows how young girls are bombarded with
beauty ads, products, messages, etc: 3,260 mentions
sixleaf.vox.com
Source: Google site search, internal data
Blogging & Social Media, March 2008
19. MARKETERS 2.0
A challenging world
Marketing 2.0, May 2008
20. Power to the people
Creators of social media begin to enjoy
increased visibility, credibility and audience exposure.
http://darmano.typepad.com/logic_emotion/2007/01/tipping_the_med.html
Blogging & Social Media, March 2008
30. Advertising? Reconsidering?
‘Editor’s picks’ of what’s going on around the Six Apart Network.
Bring awareness to your community or product in an environment in
which they are comfortable and accepting.
Blogging & Social Media, March 2008
32. Advertising? Reconsidering?
CONTEXTUAL DEMOGRAPHIC & BEHAVIOR AND
CONTENT CHANNEL PSYCHOGRAPHIC INFLUENCER
TARGETS TARGETS TARGETS
• Home Page • Age • Contextual content
behavior
• Culture • Gender
• Purchase Behavior
• Entertainment • Location
• Influential status
• Life …
• Hard Core
• Music • Active
• News & Politics • Casual
• Technology •…
Blogging & Social Media, March 2008
33. Community interaction
Your Brand Your Influencer
Your Influencers
& Message Network
Web 2.0 is word of mouth.
Reach the influencers on the Six Apart
Network with a powerful brand and
message and let them do the legwork.
Blogging & Social Media, March 2008
34. Community interaction
Client goals
Six Apart worked closely with H/P to develop
custom integrations
SA provided
Six Apart worked closely with H/P to develop
custom integrations that took advantage of the
Vox and LJ publishing platforms. Users were
asked each week to submit pictures, stories and
experience for each theme.
Winners were rewarded!
Post, confirm, publish, “view answer” page
roadblock
Blogging & Social Media, March 2008
35. A few guidelines
• Have “influence the influencer” mindset
• Be ready to lose some control
• Be authentic
• It’s not about you, it is about them
• Provide value to user within their medium
• Maintain the dialogue
• But do you have the right people?
Blogging & Social Media, March 2008
36. Thank you!
Olivier Creiche
Six Apart olivier@sixapart.com
Marketing 2.0, May 2008
37. The rules have changed
Blogging & Social Media, March 2008
