the challenge of social media
DESCRIPTION
Presentazione per l'aperitivo tecnologico di Monza di Mercoledì 28 Ottobre.A cura di Gianni CatalfamoTRANSCRIPT
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The Challenge of Social Media
Gianni CatalfamoEuropean Director, Social Media
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What we’ll cover today
• What are Social Media
• Why you should care
• Social Media in the Marketing Mix
• Conclusions & discussion
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What areSocial Media?
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WAVE 1: WEB 0.0
The Eighties
Information
Share your knowledge
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WAVE 2: WEB 1.0
The Nineties
Support
Share your experience
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WAVE 3: WEB 2.0
Today
Attention
Share your life
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Creating
Annotating
Interacting
Write a blogUpload pictures
Evaluate and share content on digg, del.icio.us
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Write a blogUpload pictures
discuss onNewsgroups,
Forums,Mailing lists
Evaluate and share content on digg, del.icio.us
Social Media
YouTube
MySpace
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BUT... IS IT JUST BLOGS?
Blogging platforms Blogger, Typepad, Wordpress
Microblogging Jaiku, Twitter, beemood
Bulletin boards Usenet
Support forum Any website
Shared knowledge Wikipedia, Yahoo’s “Ask a question”, LinkedIn’s “Answers”
Reputation systems eBay, Amazon, Craigslist
Video platforms Google Video, YouTube, Metacafe, Joost
Photosharing Flickr, Picasa, Zoomr, Photobucket, ImageShack
Business networks Xing, LinkedIn
Social networks Facebook, Orkut, Friendster, MySpace, MSN Spaces
Virtual realities Second Life, Habbo, NeoPets
MMO(RP)Gs WoW, D&D Online, The Sims Online
Semantic web (web 3.0) Del.icio.us, Digg
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THE INTERNET’KILLER APPLICATION
PEOPLE ARE
PEOPLE ARE.
!
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0%
20%
40%
60%
80%
100%
USUK
GERFRA
ITA
CHN
0%
20%
40%
60%
80%
100%
USUK
GERFRA
ITA
CHN
Source: Universal McCann, Social Media Tracker, wave 3
sep 2
006
jun 2
007
mar
2008 Blog WRITERS
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Source: Forrester research, sep 08
14
16
11
22
43
49
22
28
24
54
64
23
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Gen Y
All adults
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THE GEN-Y IMPACT ON BUSINESSES
Recorded
Music
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Sour
ce: P
ew Int
erne
t &
Am
eric
an L
ife P
roje
ct (
2007)
of patients use online support groups to discuss
medications and treatments with other
patients
change their behaviour as a result of their online participation, and
report an improved sense of well-being and a better understanding
of their condition(s)
80%39%
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Whyshould I care?
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Who’d trust a blog?
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Original article posted @4:38AM
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Original article posted @4:38AM
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Error 3 corrected @5:01AM
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Error 1 corrected (2x) @5:22AM
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Error 2 corrected @5:24AM
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Nobody reads blogs!
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Who is Mark
Russinovich?
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31/10/2005
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16/11/2005
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Brands are love stories
Connecting people
Just do it
I’m lovin’ it
Enjoy!
One like no-one
Magic
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About to break?
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Broken !
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What is the future of Marketing & Advertising
...as we used to know it ?
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There isn’t any !Image credit: Simon Law, Montréal, Canada
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Social Mediain the Marketing Mix
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WE THEM
Campaign
Feedback
A traditional campaign
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WE THEM
Campaign
Insight
A Social Media campaign
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WHO are we targeting?
WHAT are their interests?
WHERE can we find them?
WHAT is our contribution?
HOW do we engage them?
CLEARLY
DEFINED
PROFILES
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WHO are we targeting?
WHAT are their interests?
WHERE can we find them?
WHAT is our contribution?
HOW do we engage them?
DEVELOP
A GOOD
SEARCH
SEED
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WHO are we targeting?
WHAT are their interests?
WHERE can we find them?
WHAT is our contribution?
HOW do we engage them?
MAP &
MONITOR
COMMU
NITIES
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WHO are we targeting?
WHAT are their interests?
WHERE can we find them?
WHAT is our contribution?
HOW do we engage them?
HAVE WE
GOT ONE?
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WHO are we targeting?
WHAT are their interests?
WHERE can we find them?
WHAT is our contribution?
HOW do we engage them?
THEIR
SANDBOX,
THEIR
RULES
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Examples
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:MY WEBSITEDOES NOT
APPEALTO THENEWESTCROP OF
HOLDERSSTAKE
Q
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STRATEGYPROMO
INFRASTRUCTURE
CONTENT
TIONAL
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CAMPAIGN
STARTS
Multicentrum
Supradyn
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Q:HOW
MAY I
TU
RN
INTO
ADVOCATESTH
EM
?
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MADETAILOR-
LEADERS!
WHO TALKS WHERE
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Q:WHATIS
THE
PERFECTPOSITIONINGP
FORMY
NEWPRODUCT?
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PROFILESVALUES
&
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OFFLINE
PROFILES & VALUES
OPTIMAL POSITIONING
ONLINE AND
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Conclusions& Resources
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Lesson 1
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Lesson 2
+++How easy ! it to...
?
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Lesson 2
+How easy ! it to...
START A CONVERSATIONKEEP IT GOINGSTOP IT !
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• Today, not tomorrow.
• Your stakeholders have changed, and now claim an active role in their relationship to your brand.
Conclusions
• It is essential to understand the new stakeholder before deciding if / how to engage.
• A considerable body of experience now exists, and can easily be tapped.
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Further reading
• Social Media Tracker, wave 3 (Universal McCann)http://www.universalmccann.com/Assets/UM%20Wave%203%20Final_20080505110444.pdf
• What the Hell is Web 2.0 (Tim O’Reilly)http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html
• Son of GeekTalk (Gianni’s blog) http://sonofgeektalk.wordpress.com
• ACME Media Room (ACME Cars media room) http://acmepress.blogspot.com
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Further reading - cont.
• Linked (Albert-Laszlo Barabasi)Plume Publishing, 2003
• We, the Media (Dan Gillmor)O’Reilly Publishing, 2004
• The Huffington Post complete guide to blogging (various)Simon & Schuster, 2008
• Social Media guides: RSS & MediaroomsPleon, 2008
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The Challengeof Social MediaQu"tion Time !