Socialnetwork Iab

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Socialnetwork Iab

  1. 1. Social
Networks
 IAB
Workshop
 June
2008

  2. 2. About
Me
 David
Hachez
 www.theaCer.be/


  3. 3. Today
 •  Social
Networks
 •  Xbox
Case
 •  AJenKo

  4. 4. DefiniKon
 •  Social
networking
websites
are
sites
that
allow
 internet
users
to
have
the
ability
to
add
user‐ generated
content
such
as:
comments,
 reviews,
feedback,
raKngs,
pictures,
video
or
 their
own
dedicated
pages.
 Social
networking
is
word
of
mouth
 ScoJ
OJe
‐
Wrangler

  5. 5. The
social
media
brief
 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
esKmate?

 For
tomorrow?
Thanks!quot;
 Rolling
Talks

  6. 6. The
Break
Up
–
part
1

  7. 7. TIME
&
SPACE
 24/7
‐
WW

  8. 8. NETWORKS
 One
to
all
&
P2P

  9. 9. ENCODING
 ∞

  10. 10. CONTRIBUTE
 Review,
Rate
&
Publish

  11. 11. SEARCH
 Find
&
Retrieve

  12. 12. Another
DefiniKon
 •  Think
about
how
you
use
the
Web
right
now
 compared
to
six
years
ago.


 •  Now
think
about
how
our
children
are
using
it.
 Social
Media
is
the
innova7on
of
our
7me.

 Whether
or
not
the
internet
becomes
a
mass
 media
is
irrelevant.

Our
behavior
and
the
 behavior
of
future
generaKons
has
been
 irreversibly
altered.

 David
Armano

  13. 13. Youcracy

  14. 14. David
Armano

  15. 15. Isola7on
 ScoJ
OJe

  16. 16. Communica7on
 ScoJ
OJe

  17. 17. Collabora7on
 ScoJ
OJe

  18. 18. Surf
is
over,
Life
took
over
 Communica7on
 Informa7on
 Entertainment
 38%
 22%
 17%
 Surfing
 Transac7ons
 Crea7on
 8%
 7%
 5%
 Caroline
Vogt
–
MicrosoC
Research

  19. 19. What’s
in
it
for
the
marketer?

  20. 20. Why
does
it
maJer?
 2% 98 % Credibility
of
People’s
opinion
 Emarketer.com

  21. 21. Social
is
the
new
currency

  22. 22. Top
20
Websites
on
25‐44
Belgian
 Comscore

  23. 23. MeeKng
people
 Google
Trends

  24. 24. Finding
a
Job
 Google
Trends

  25. 25. Entertainment
 Google
Trends

  26. 26. Gejng
informed
 Google
Trends

  27. 27. How
can
I
fit
in
that
picture?
 As
a
marketer

  28. 28. EvoluKon

  29. 29. “In
the
struggle
for
survival,
 the
fiJest
win
out
at
the

 expense
of
their
rivals
 because
they
succeed
in
 adap(ng
themselves
best
 to
their
environment.”
 
Charles
Darwin

  30. 30. David
Armano

  31. 31. Context
 David
Armano

  32. 32. Behavior
 David
Armano

  33. 33. Youcracy

  34. 34. Share
of
conversaKons
 is
the
new
(baJle)
challenge

  35. 35. Cases

  36. 36. Offense:
Dove
 Value
 Experience
 Product
 Source:
Forrester

  37. 37. Offense:
Dove
 Value
 Shared
 Experience
 Experience
 Product
 Product,
Place,
 Promo(on,
 Social
 Costs
 Price,
R&D,
 Branding,
 Marke(ng
 Produc(on
 Loyalty
 Source:
Forrester

  38. 38. Offense:
Dove
 Value
 Shared
 Profit
 Experience
 Experience
 Product
 Loss
 Product,
Place,
 Promo(on,
 Social
 Costs
 Price,
R&D,
 Branding,
 Marke(ng
 Produc(on
 Loyalty
 Source:
Forrester

  39. 39. Offense:
Dove
 Value
 Shared
 Profit
 Experience
 Experience
 Product
 Loss
 Product,
Place,
 Promo(on,
 Social
 Costs
 Price,
R&D,
 Branding,
 Marke(ng
 Produc(on
 Loyalty
 Source:
Forrester

  40. 40. Offense:
Dove
 Value
 Peers
 Shared
 Profit
 Experience
 Experience
 Product
 Loss
 Product,
Place,
 Promo(on,
 Social
 Costs
 Price,
R&D,
 Branding,
 Marke(ng
 Produc(on
 Loyalty
 Source:
Forrester

  41. 41. Offense:
Dove
 Value
 Peers
 Shared
 Profit
 Experience
 Experience
 WOM
 Product
 Loss
 Product,
Place,
 Promo(on,
 Social
 Costs
 Price,
R&D,
 Branding,
 Marke(ng
 Produc(on
 Loyalty
 Source:
Forrester

  42. 42. Offense:
Dove
 Value
 Peers
 Shared
 Profit
 Experience
 Experience
 WOM
 Product
 Co‐crea(on
 Loss
 Product,
Place,
 Promo(on,
 Social
 Costs
 Price,
R&D,
 Branding,
 Marke(ng
 Produc(on
 Loyalty
 Source:
Forrester

  43. 43. Financial
services
firms
 Value
 Shared
 Profit
 Experience
 28%
 Experience
 25%
 Product
 47%
 Loss
 Product,
Place,
 Promo(on,
 Social
 Costs
 Price,
R&D,
 Branding,
 Marke(ng
 Produc(on
 Loyalty
 Source:
Forrester

  44. 44. Defense
 Value
 Shared
 Profit
 Flog
 Experience
 Experience
 25%
 Product
 47%
 Loss
 Product,
Place,
 Promo(on,
 Social
 Costs
 Price,
R&D,
 Branding,
 Marke(ng
 Produc(on
 Loyalty
 Source:
Forrester

  45. 45. Defense
 Value
 Shared
 Profit
 Flog
 Experience
 Service
 error
 Experience
 Product
 47%
 Loss
 Product,
Place,
 Promo(on,
 Social
 Costs
 Price,
R&D,
 Branding,
 Marke(ng
 Produc(on
 Loyalty
 Source:
Forrester

  46. 46. Defense
 Value
 Shared
 Profit
 Experience
 Flog
 Service
 error
 Consumer
 Experience
 review
 Product
 Loss
 Product,
Place,
 Promo(on,
 Social
 Costs
 Price,
R&D,
 Branding,
 Marke(ng
 Produc(on
 Loyalty
 Source:
Forrester

  47. 47. Defense
 Offense
 P
 People

 Isolated

 Networking

 O
 Objec7ves

 Low
cost

 High
value

 S
 Strategy

 Product

 Story

 T
 Technology

 Monitor,
 Respond
 Network,
 Enabling

 Source:
Forrester

  48. 48. Xbox
Case

  49. 49. Social
Networks
 experiences

  50. 50. My
Network(s)
 www.facebook.com

  51. 51. Banking
together
 www.zopa.com

  52. 52. Uber
Social
 www.ubervu.com

  53. 53. Working
together
 www.acrobat.com

  54. 54. Working
together
 www.zoho.com

  55. 55. Knowledge
sharing
 www.slideshare.net

  56. 56. CollecKve
knowledge
 www.wikipedia.org

  57. 57. CollecKve
search
 www.mahalo.com

  58. 58. CollecKve
life
 www.dipity.com

  59. 59. Instant
audience
 www.twiJer.com

  60. 60. Broadcast
now
 www.ustream.tv


  61. 61. SOCIAL
IN
THE
GENES

  62. 62. The
Break
Up
part
2

  63. 63. Future

  64. 64. Web
3.0

  65. 65. 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;
 Greg
Icenhower
P&G
2001

  66. 66. Sources
/
InspiraKon
 •  David
Armano
–
Logic +EmoKon
 •  Mark
Taylor
–
 Wunderman
 •  Caroline
Vogt
–
MicrosoC
 •  ScoJ
OJe
–
Wrangler
 •  Japp
Favier
–
Forrester
 •  Youcracy
–
GoViral
 •  Joseph
Jaffe
 •  The
web…


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