present & future of marketing - disruption: social media vs social networks = open business
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Present & Future of Marketing - Disruption: Social Media vs Social Networks = OPEN BUSINESSTRANSCRIPT
PRESENT & FUTURE OF MARKETING - DISRUPTION: SOCIAL MEDIA vs SOCIAL NETWORKS = OPEN BUSINESS Dinis Guarda | Writer, Author & Entrepreneur, guest Lecturer CBS, Founder timizzer.com, Head of Comms & Marketing Ninety10Group www.dinisguarda.com @dinisguarda
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Image Source: http://www.viralblog.com/category/remarkable-gossip/
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“You don’t obsess about being “on message.”
You don’t break the bank with expensive advertising.
You don’t beg mainstream media to write about you.
Instead, you tell your story directly to an interested market!” davidmeermanscott.com
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individual
Business
Company
and companies have to be
#openbusines
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Present: Post consumer Prosumer Era (David Armano)
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“Big world-changing ideas have had three cycles. The first cycle was that you could
change the world by building a factory the way Henry Ford did. If you could put
productive people to work and make money producing something that made change,
then people like Henry Ford and Andy Grove could cause world-changing things to
occur. The second cycle had to do with advertising and TV and media and promotion.
The idea that if you talked about an idea enough and pushed it on people enough, it
could change the world. The third idea, the one that I think is really available to a
large number of people now without a lot of resources, is this idea of finding and
connecting like-minded people and leading them to a place they want to go. You can
use Barack Obama as an example, but you can also use Blake Mycoskie of Tom’s Shoes.
The internet means geography isn’t so important, so if you can find the 1,000 or 5,000
or 50,000 people out there who want to make a certain kind of change and can connect
them and show them a path, they want to follow you. And you can use that tribe, that
group of people, to make change that matters.”
Seth Godin, TED Interview: Author Says People, Not Ads, Build Social Networks
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August 2005:
19.2 billion web pages indexed by Yahoo
70,392,567 Websites
273 approximate number Web pages
website
February 2007:
108,810,358 distinct websites
29.7 billion Web pages in the world
(Info: Netcraft Web Server Survey)
Online landscape: shift from web 1.0 to 2.0 in 10 years
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11 Source: http://news.netcraft.com/archives/2011/02/15/february-2011-web-server-survey.html
Websites: February 2011 284,842,077 sites, 1,8 Billion Users
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A social network is a social structure made up of individuals (or organizations) called "nodes", which are tied (connected) by one or more specific types of interdependency, such as friendship, kinship, common interest, financial exchange, dislike, sexual relationships, or relationships of beliefs, knowledge or prestige.
http://en.wikipedia.org/wiki/Social_network
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social network = social structure = individuals /organizations
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“(..) breaking the rules and creating new roles in traditional functional areas.
Using maverick, non-traditional approaches to access and engage a multiplicity of
audiences, communities and thought leaders online, PR people are realizing new
value, influence and outcomes. We're now in a content-rich, Internet-driven world
and David Meerman Scott has penned a valuable treatise on how marketing-minded
PR professionals can leverage new media channels and forums to take their stories
to market. No longer are PR practitioners limited in where and how they direct
their knowledge, penmanship and perception management skills. The Internet has
multiplied and segmented a wealth of new avenues for directly reaching and
activating key constituencies and stakeholders. A good book well worth the read by
all marketing mavens and aging PR flacks.”
Donovan Neale-May, Executive Director, CMO Council
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Source: http://marywynter.com/main/creative/community/
Models = building networks= RO(n)I
Web 2.0: Search + Social Media Landscape and Influence
Source: David Armano
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“Success requires definition based on intentions, goals, and mutual
value…across the organization from the top down, bottom up, inside out and
outside in. Success is defined departmentally and also at the brand level.
And, success is tied to desirable actions and outcomes. And, as we’ve
already established, it’s impossible to measure the ROI for something if we
haven’t first established the R (Return) or the I (Investment). No amount of
new acronyms will change this yet we see new terms introduced as if we’ve
already given up on defining ROI; Return on Engagement (ROE), Return on
Participation (ROP), Return on Listening (ROL), Return on Fluid Listening
(ROFL – yes it’s a joke), Return on ignorance (The new ROI). In the end,
everything carries cost and effect.”
Brian Solis
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Ideal Content Flow Messaging storyteller, curated businesses
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Ideal Content Flow Messaging storyteller, curated businesses, definition
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Ideal Content Flow Messaging storyteller, curated businesses: reach
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•Web and Social Media necessary customised Strategy
•I am a brand and a Media
•Companies as Media
•Globalization, technology, Internet, business, localisation
•Web, online marketing, social media the holistic effect!
•The future of business, financial and investment Industry
•Personal development and how to use the web to brand and optimise yourself
•Creative subjects: writing, literature, thinking, arts, photography, video
•From consumer to prosumer: post consumer era new music
•Emotional Society in a (dis)order Social Media landscape
•Digital Social Media Zeitgeist
•The web the contemporary Oracle of civilisation, replacing the Forum of ancient Rome
•Globalisation, web and technology the bridges to understand the world
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•Building a Social Media Machine and strategy
•The SWOT analysis of businesses in a Social Media landscape
•Corporations and Social Media – Internal and External challenges
•Localisation, businesses and being local in global Digital Anthropologies
•Offline Marketing and Online Marketing – it is all the same!
•Old Media and New Media it is all a Natural (R)Evolution
•Trust the currency of businesses in a digital social media world
•SEO the currency background of the web
•From SEO (Search Engine Optimisation) to Total Web Optimisation
•Web 2.0, PR2.0 and Content 2.0: the keys to unlock communication & business
•Creating, Curating & distributing content – strategies & need for business
•Mapping an audience &… influencing it! Secrets and Mysteries!
•The tiny borders between Success and Failure
•Analytics and measuring the unmeasured
•Video, Gaming and Virtual realities – Getting Closer to Reality
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“I didn’t see it then, but it turned out that getting fired from Apple was the best thing that could have ever happened to me. The heaviness of being successful was replaced by the
lightness of being a beginner again, less sure about everything. It freed me to enter one of the most creative periods of my life.”
Steve Jobs, CEO, Apple
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Ideal Content Flow Messaging storyteller, curated businesses: reach
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Ideal Content Flow Message: curation, creation, consumption
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Remember most of the times it’s never what you do the thing that
counts, it’s mostly the way that you do it and the way you put
yourself on it without expecting anything and getting read of ego
or need to get compliments or thank you.
Do things and excel in what you are passionate for. And manage
properly your will, storytelling (and technology!).
“You don’t need more time
…you just need to decide.” Seth Godin
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Thank You! Dinis Guarda Writer, Author and Entrepreneur
www.dinisguarda.com www.timizzer.com www.ikonoklash.com
@dinisguarda