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Wired summit at andaz hotel #wiredsms

  1. 1. Oct 20, 2011 12:39 PM Wired summit at Andaz Hotel #wiredsms Wired social media summit Chris Anderson - WIRED editor in chief Dunbar # = 150 = the amount of people you can really know Very true with tribes, they start fragmenting at 150 This is the definition of social Max amount of meaningful relationships Twitter and Facebook are 2 opposite ends of the spectrum Ban the phrase social media If you can let people do more than comment and read, you can do big things 1. Give readers tools to communicate with each other 2. Put community managers in place (see: Reddit) Community is the future of media Chris Anderson, Wired Jeffrey K Rohrs - VP Marketing Research & Education - ExactTarget @jkrohrs Marketers used to look like Don Draper, now they look like me www.ExactTarget.com/sff for reports 15% of people who Liked brand FB page actually want to be marketed to in their news feed Marketing is not in top 10 reasons for being on Facebook The only place however, where mktg can be fun Opt-ins email 93%, Facebook 42%, twitter 5% Daily twitter uses are creating content 2.5x quicker than anyone else on the Internet Matt Higgins - EVP Business Ops - NY Jets Sports writers are the one group in the media willing to do fan engagement right The NFL made the Jets shut down their MySpace account back in the day Had to own content and keep all bad convo away from website Jets are now #1 team in social media Strategy: 1. If fans are there, we'll go there 2. Convert casual fans to avid fans 3. Monetize it Follow the Jets tool presented by Pepsi Max enabled fans to follow all Jets- related Twitter accounts Facebook contest to lead the Jets out of the tunnel before the game Jets social strategy 56% of @nyjets updates are @replies Blur the line between being at game and offsite Only 800,000 impressions in stadiums each season Look at quality of your engagement over quantity of fans Hashem Bajwa - Director of Digital Strategy - Droga5 Creativity with a purpose
  2. 2. Match consumer behaviors with brand purpose Can't use an ad to get people to change their behavior, they need to experience and see for themselves Bing wanted to get people to switch from Google Jay-Z wanted his non-reader viewership to buy his hardcover book Used Bing maps to walk Jay-Z's life and uncover clues Puma wanted to launch underwear that didn't look like ever underwear ad Puma index got models to take off their clothes as the market plummeted Puma Index Puma Hardchorus got soccer hooligan fans to sing love songs in unison to send apologies/love notes to their lovers for picking the upcoming game over them Reunited Savage Garden as a result of song usage in the activation Q&A How do you avoid controversy with players Tweeting? Players talk to the media everyday, and our standards have gone down, so there's little to worry about Value of Like? It begins with the Like, not ends there Tablets? Ask what do consumers really want from their experience on the tablet We must avoid repurposing How do you measure success? sales, intent Total Likes were irrelevant Fragmentation - so many directions for marketers to go The consumer is already overwhelmed Facebook is trying to be everything to everyone, but consumers will determine what works in the end Social network for curly-haired people just got funded Steven Levy - Senior Writer - WIRED Google+ already has 40MM users Tom and Chris from MySpace shrugged off Facebook initially creeping up Facebook is more proactive with Google+ Before Google+, Google did everything right except social (mail, ads, search, maps) Wave = FAIL, Buzz = FAIL internal testing doesn't always vet out in the real world Sergei said Google employee bonuses depend on how Emerald Sea does (project name for G+) What we are seeing with Google+ is just the tip, the piece to compete with Facebook Look for Gmail,YouTube, search integration very soon Q&A How does media fit with G+? Integration with government systems? 5 years might be too optimistic

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