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Creating meaningful relationships with clients - or better said: USERS - is not an easy task for many organizations that were built and grown according to the logic of the one-way street called Advertising. If we take Facebook's founding date as the start of the social network phenomenon, social is still only in its childhood, and many organizations and ad-agencies' understanding of it still in diapers. Although most clients understand they have to get onto the social bandwagon, many still rely on their ad agency to figure out in whichever what way to do so, instead of looking at how to incorporate “Meaningful Conversations” with their current and potential customers into their core strategies and product development. This attitude reminds us in more than one way of the early days of Direct Marketing and Sales Promotion, when brands would tie their products to any award that was believed to be attractive to target audiences, relevant or not. Only years later it became obvious that Brands cannot be built through temporarily seducing or co-opting customers with cash, cars or totally irrelevant ties to other brands – so called “borrowed interest” – but only through consistently building brand value by looking after the customer’s interest and offering those products and services he or she wants most. Today, many brands still ignore the fact that their customers can – and will – talk back at them, treating them like some unknown passer-by on a daily commute or, worse, like a homeless person begging for a coin... Those days are over. Brands that wish to survive and thrive in the XXI Century do not only need to talk back, but need to construct “Meaningful Relationships” which cannot be achieved through Advertising alone, but by taking the interlocutor not only seriously but as a friend who has wants & needs that need to be resolved. This is why I believe that two-way conversations must be built into core strategy, products, services, and also why Advertising has – so far – only scored a handful of victories and probably thousands of failures. Here are some thought starters that might get the process flowing… Imagine the Impossible!
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Netvertising: Brand Building in the XXI Century
Thought Starters on how to turn your PRODUCT into
a SERVICE
Facts & Figures
• Years to Reach 50 million Users:
– Radio - 38
– TV - 13
– Internet - 4
– iPod - 3
– iPad - 2
– Facebook added 100 million users in less than 9 months
– iPhone applications hit 1 billion downloads in 9 months
Facts & Figures
• By 2010 Gen Y had outnumbered the Baby Boomers
• 96% of them have joined one or more social networks
• Generation Y and Z consider e-mail passé…
• Social Media has overtaken PORN as the #1 activity on the Web
• 80% of US companies use LinkedIn as a primary tool to find employees
• 1 out of 8 couples married in the U.S. last year met via social media
Facts & Figures
• A 2009 US Department of Education study revealed that, on average, online students outperformed those receiving face-to-face instruction
• 1 in 6 Higher education students are enrolled in online curriculums
• A number of US Universities have stopped distributing e-mail addresses to their new students
• Others disallow PowerPoint, laptops and cell phones in their classrooms
Facts & Figures
• If Facebook were a country it would have the world’s third largest population, behind China, India and ahead of the UE
• comScore Indicates that Russia has the most engaged social media audience with visitors spending on average 6.6 hours and viewing 1.307 pages per month
• The fastest growing segment on Facebook is 55-65 year-old females
• Ashton Kutcher and Britney Spears have more Twitter followers than the entire population of countries like Sweden, Israel, Ireland, Norway, or Panama.
Facts & Figures
• 80% of Twitter usage is outside of Twitter
• Whatever happens in VEGAS stays in YouTube, Flickr, Twitter, Facebook…
• YouTube is the world’s second largest search engine
• Wikipedia contains well over 27 million articles; 82% of these are in languages other than English*
• Some studies suggest Wikipedia is more accurate than the Encyclopedia Britannica…
• If you were paid a $1 for every time an article was posted on Wikipedia you would make $ 1712,32… PER HOUR
Source: Wikipedia Statistics, 06-2013. http://stats.wikimedia.org/EN/Sitemap.htm
Facts & Figures
• The Blogsphere contains well over 200 M. Blogs. If the current trend continues, this number will roughly double in the next 12 months
• 54% Of bloggers post content or Tweet on a daily basis
• 34% Of bloggers write opinions about products & brands
• 25% Of search results for the world’s Top 20 brands are links to user-generated content
• Facebook USERS translated the site from English to Spanish via a Wiki in less than 4 weeks, at cero cost for Facebook
• Windows XP USERS put more than U$ 5 Billion worth of man hours into beta-testing
Facts & Figures
• People care more about how their social graph ranks products and services than how Google ranks them
• 78% Of consumers trust peer recommendations, only 14% trust advertising
• 90% Of the people who have some technology to skip TV commercials, DO skip them
• On-line TV and Movie channel Hulu doubled its number of subscribers between April and December 2012. Now totals 3 M.
Facts & Figures
• 25% Of Americans say that in the past month they watched a short video… On their PHONE (2010)
• Amazon reports that in 2012 its Kindle sales overtook printed books. Sell 114 Kindle books for every 100 printed versions
• Even the largest newspapers are experiencing record declines in circulation because we no longer search for news Recently, the New York Times sold off the Boston Globe at a 93% loss (07-2013)
• In the near future, we will no longer search for products and services; they will come to us through social media
• This means Brands will have to consciously BUILD their reputation and acceptability, or run the risk to be shut out
Facts & Figures
• Author Clay Shirky* calculates the COGNITIVE SURPLUS of the USA alone at 200 Billion man-hours (spent watching TV) That is roughly 2.000 times the free time spent on Wikipedia each year
• More than 2.5 million pieces of content (web links, news stories, blog posts, notes, photos, etc.) are shared on Facebook. Every DAY
• Successful companies in social media act more like DALE CARNEGIE and less like MAD MEN: They listen first, sell later…
• Successful companies in social media act more like party planners, aggregators and content providers than traditional advertisers
Clay Shirky: Cognitive Surplus. Penguin Group, NY - USA (2010)
Follow the Money
Follow the Money
• Facebook buys Instagram, the Publicis and Omnicom ad-groups merge, Dell prepares for buy-out, Amazon chief Jeff Bezos buys the Washington Post (right: the Watergate guys)
• AppStore cumulative sales up to 2011: 15 Billion; Cumulative 2012: 25 Billion. Meaning: Apple sold 10 BILLION apps during 2012 alone
• Google launches the Motorola X cell phone (07-2013)
• Adobe goes Cloud, SaaS (Creative Cloud - 2013)
Embrace Caos
Nothing replaces Nothing
Nothing replaces Nothing
• Radio did not replace Newspapers
• Television did not replace Radio
• Internet did not replace TV
• Home video did not replace Cinema
• E-mail did not replace snail mail
• Texting will not replace E-mail
But Something may displace Something
THOUGHT STARTERS
Product as a Service (PaaS)
If my Product/Brand were a Service
what would it be?
Software as a Service (SaaS)
If my Product/Brand were Software,
what would it do?
Social Networking as a Service (SNaaS)
If my Product/Brand were a Social Network
who would my members be?
Blogging as a Service (BaaS)
If my Product/Brand were a Blog
what would it be about?
PRODUCT DEVELOPMENT
Human-Machine Interface Revolution
Human-Machine interface revolution
• Voice
• Touch
• Gestures
• Biometrics
Learn to Learn => Play to Learn
Learn to Learn => Play to learn
• Playing is learning
• Creative process, brain-training
– Inventiveness
– Mental flexibility
– Visualization
– Made in the shade
• Skill acquisition
• Cost effective: high development cost, copy cost approaches cero
REAL User Experiences
REAL User Experiences
• User experiences created around the Brand’s true personality
• Not “Borrowed Interest”
• Developing experience oriented Products
• Developing experience oriented Services, Apps
• Developing Networked Products
The Salesman is
DEAD Long live the Salesman!
Peer influenced Buying Decisions
• 78% of Users trust peer recommendations, only 14% trust advertising
• Building a network of Influencers, spokesmen (women) and brand champions is becoming essential
Putting Social Networking
to WORK
Putting Social Networking to Work
• User grouping – “Flocking”
• User mobilization – “Crowding”
• User funding – “Crowd Funding”
• User content / Review / Feedback
• Users helping Users
• Sharing (WhatsApp, Twitter, Facebook, PinIt)
• User containment, crisis control
Social Networking or Social Betworking?
Social Networking is completely unpredictable
Nobody can yet claim to control, predict results, or even be able to establish metrics for an on-line campaign, let
alone Social Media
Feeding off the Feed
Feeding off the Feed
• Create exiting Brand related content
• Look for strategic alliances that build Brand value at the intersection
• Entice users to co-create
• Motivate users to engage
• Understand SEO
• Use Stats, Data to improve content orientation to user needs / wants
Contribute to Society
Contribute to society
• Networked RSE, a two-way street
– Do not tell people what you DO, tell them what you BELIEVE in
– Give them enticing reasons to believe in YOU
– Look for and build shared value
– Create conditions to allow creation, participation, collaboration, learning
– Help them to help themselves
Contribute to society
• Knowledge sharing, Problem solving
• Open innovation
• Creating useful, involving applications
• Use the Web, learn to co-create
• Co-Create KNOWLEDGE
• Co-create content that is SIGNIFICANT for users, followers
• Do NOT promote yourself, promote LEARNING & SHARING
• On-line video: better than instruction manuals - a faster, deeper way to learn
Ask: What is
IMpossible?
Then go out and
DO IT!
