Social Networking - IAB workshop

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An introduction on Social Media and Networks presented to IAB Belgium members

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Social Networking - IAB workshop

  1. 1. Social Networks IAB Workshop June 2008
  2. 2. About Me David Hachez www.theafter.be/
  3. 3. Today <ul><li>Social Networks </li></ul><ul><li>Xbox Case </li></ul><ul><li>Attentio </li></ul>
  4. 4. Definition <ul><li>Social networking websites are sites that allow internet users to have the ability to add user-generated content such as: comments, reviews, feedback, ratings, pictures, video or their own dedicated pages. </li></ul><ul><li>Social networking is word of mouth </li></ul>Scott Otte - Wrangler
  5. 5. The social media brief <ul><li>&quot;My client wants to create a Facebook group. Develop a blog. Reach out to possible audience on YouTube. Can you send us a price estimate? For tomorrow? Thanks!&quot; </li></ul>Rolling Talks
  6. 6. The Break Up – part 1
  7. 8. TIME & SPACE 24/7 - WW
  8. 10. NETWORKS One to all & P2P
  9. 12. ENCODING ∞
  10. 14. CONTRIBUTE Review, Rate & Publish
  11. 16. SEARCH Find & Retrieve
  12. 19. Another Definition <ul><li>Think about how you use the Web right now compared to six years ago. </li></ul><ul><li>Now think about how our children are using it. Social Media is the innovation of our time . Whether or not the internet becomes a mass media is irrelevant. Our behavior and the behavior of future generations has been irreversibly altered. </li></ul>David Armano
  13. 20. Youcracy
  14. 21. David Armano
  15. 22. Isolation <ul><li>Scott Otte </li></ul>
  16. 23. Communication <ul><li>Scott Otte </li></ul>
  17. 24. Collaboration <ul><li>Scott Otte </li></ul>
  18. 25. S urf is over, Life took over Communication Information Entertainment Surfing Transactions Creation 38% 22% 17% 8% 7% 5% Caroline Vogt – Microsoft Research
  19. 26. What’s in it for the marketer?
  20. 31. Why does it matter? Credibility of People’s opinion 2 % 98 % Emarketer.com
  21. 32. Social is the new currency
  22. 33. Top 20 Websites on 25-44 Belgian Comscore
  23. 34. Meeting people Google Trends
  24. 35. Finding a Job Google Trends
  25. 37. Entertainment Google Trends
  26. 40. Getting informed Google Trends
  27. 42. How can I fit in that picture? As a marketer
  28. 43. Evolution
  29. 44. <ul><li>“ In the struggle for survival, the fittest win out at the expense of their rivals because they succeed in adapting themselves best to their environment . ” </li></ul><ul><li>Charles Darwin </li></ul>
  30. 45. David Armano
  31. 46. David Armano Context
  32. 47. David Armano Behavior
  33. 48. Youcracy
  34. 49. Share of conversations is the new (battle) challenge
  35. 50. Cases
  36. 52. Offense: Dove Value Source: Forrester Product Experience
  37. 53. Offense: Dove Value Costs Source: Forrester Product Experience Shared Experience Social Marketing Product, Place, Price, R&D, Production Promotion, Branding, Loyalty
  38. 54. Offense: Dove Social Marketing Value Costs Product, Place, Price, R&D, Production Promotion, Branding, Loyalty Loss Profit Source: Forrester Product Experience Shared Experience
  39. 55. Offense: Dove Social Marketing Value Costs Loss Profit Product, Place, Price, R&D, Production Promotion, Branding, Loyalty Source: Forrester Product Experience Shared Experience
  40. 56. Offense: Dove Social Marketing Value Costs Loss Profit Product, Place, Price, R&D, Production Promotion, Branding, Loyalty Peers Source: Forrester Product Experience Shared Experience
  41. 57. Offense: Dove Social Marketing Value Costs Loss Profit Product, Place, Price, R&D, Production Promotion, Branding, Loyalty Peers WOM Source: Forrester Product Experience Shared Experience
  42. 58. Offense: Dove Social Marketing Value Costs Loss Profit Product, Place, Price, R&D, Production Promotion, Branding, Loyalty Peers WOM Co-creation Source: Forrester Product Experience Shared Experience
  43. 61. Financial services firms 47% 25% 28% Social Marketing Value Costs Loss Profit Product, Place, Price, R&D, Production Promotion, Branding, Loyalty Source: Forrester Product Experience Shared Experience
  44. 62. Defense 47% 25% Social Marketing Value Costs Loss Profit Product, Place, Price, R&D, Production Promotion, Branding, Loyalty Flog Source: Forrester Product Experience Shared Experience
  45. 63. Defense 47% Service error Social Marketing Value Costs Loss Profit Product, Place, Price, R&D, Production Promotion, Branding, Loyalty Source: Forrester Flog Product Experience Shared Experience
  46. 64. Defense Consumer review Social Marketing Value Costs Loss Profit Product, Place, Price, R&D, Production Promotion, Branding, Loyalty Service error Flog Source: Forrester Product Experience Shared Experience
  47. 65. Defense Offense Source: Forrester P O S T People Objectives Strategy Technology Isolated Low cost Product Monitor, Respond Networking High value Story Network, Enabling
  48. 66. Xbox Case
  49. 69. Social Networks experiences
  50. 70. My Network(s) www.facebook.com
  51. 71. Banking together www.zopa.com
  52. 72. Uber Social www.ubervu.com
  53. 73. Working together www.acrobat.com
  54. 74. Working together www.zoho.com
  55. 75. Knowledge sharing www.slideshare.net
  56. 76. Collective knowledge www.wikipedia.org
  57. 77. Collective search www.mahalo.com
  58. 78. Collective life www.dipity.com
  59. 79. Instant audience www.twitter.com
  60. 80. Broadcast now www.ustream.tv
  61. 81. SOCIAL IN THE GENES
  62. 82. The Break Up part 2
  63. 84. Future
  64. 85. Web 3.0
  65. 86. <ul><li>&quot;We've been voted the best marketer of the 20th century, but that's because we were the biggest shouters. In the 21st century, we want to be the best listeners.&quot; </li></ul><ul><li>Greg Icenhower P&G 2001 </li></ul>
  66. 88. Sources / Inspiration <ul><li>David Armano – Logic+Emotion </li></ul><ul><li>Mark Taylor – Wunderman </li></ul><ul><li>Caroline Vogt – Microsoft </li></ul><ul><li>Scott Otte – Wrangler </li></ul><ul><li>Japp Favier – Forrester </li></ul><ul><li>Youcracy – GoViral </li></ul><ul><li>Joseph Jaffe </li></ul><ul><li>The web… </li></ul>

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