Social Media

1

Dr Paul MarsdenClickadvisor.com

The Business Opportunity For Marketing Agencies

2

Dr Paul Marsden | Consumer psychologist from crowdsourcing site www.clickadvisor.com

3

Social Media | A Commercial Desert?

4

Social Media

WHATSO WHAT

WHAT NOW

5

Social Media

Online tools for sharing and discussing information

6

Social MediaOnline tools for sharing and

discussing information

7

Social Networking Platforms

Online utilities that connect you to the people around you

8

This is not a social network.It is a social networking platform.

9

This is a social network, a human network that connects everybody to everybody by six conversations

10

Social media - great tools, but who’s making money with them?

11

“Anything invented before you were 18 has been there forever. Anything that turns up before you're 30 is new and exciting. Anything after that is a threat to the world and must be destroyed.” Jim Griffin - OneHouse

12

Sure we can sell advertising space on

social media but is that it?

13

Social Media

WHATSO WHAT

WHAT NOW

14

The Big Picture: Social media is changing our expectations of media - media is now a participation sport

15

Social media is changing our expectationsWhere’s the mouse? A new mantra for marketers

16

Social Media is changing media users into media producers...

...Journalists ...Experts ...DJs

...Broadcasters ...Publishers ...Critics

...Editors ...Archivists ...Network Owners

17

Social media sites now account for 50% of Internet traffic

18

The Marketing Implication. Social media has made word of mouth even more powerful

19

What others say about you is more important than what you say about yourself

0 1 2 3 4 5 6 7 8 9 10

Detractors Neutrals Promoters

How likely would you be to recommend our agency?

20

80% of CEO’s believe their company offers a superior experience...

...8% of their customers agree

Lake Wobegon Effect

21

“A 12% increase in NPS correlates to a doubling of growth”

22

23

Social Media

WHATSO WHAT

WHAT NOW

24

1. Sure, sell social media as an advertising platform - but Beware the Meatball Sundae

25

2. A Bigger Opportunity - sell social media as a value delivery platform - branded utility

26

A Bigger Opportunity: Selling social media as a value delivery platform - branded utility

27

A Bigger Opportunity: Selling social media as a value delivery platform - branded utility

28

A Bigger Opportunity: Selling social media as a value delivery platform - branded utility

29

The marketing logic of the Bigger Opportunity: Using social media as a value delivery platform is to use social media as a word of mouth activator

30

Social Media - It’s not about about what users can do for the brand, it’s about what the brand can do for users

Social Intelligence

Using Social Media as Value Delivery Channel requires passing the Sally-Ann test (AKA how to know if you’re autistic)

31

Social Media: The Really BIG opportunity

32

The Really BIG Opportunity: Selling social media as an innovation platform -

crowdsourcing brand futures

33

The Really BIG Opportunity: Selling social media as an innovation platform -

crowdsourcing brand futures

34

The Really BIG Opportunity: Selling social media as an innovation platform -

crowdsourcing brand futures

35

The Really BIG Opportunity: Selling social media as an innovation platform -

crowdsourcing brand futures

36

The Really BIG Opportunity: Selling social media as an innovation platform -

crowdsourcing brand futures

37

The Really BIG Opportunity: Selling social media as an innovation platform -

crowdsourcing brand futures

38

The Really BIG Opportunity: Selling social media as an innovation platform -

crowdsourcing brand futures

39

The marketing logic of the Really Big Opportunity: Using social media as a innovation platform is to use social media as a word of mouth activator

Salary Negotiation

Technique

40

The marketing logic of using social media as a innovation platform - the Hawthorne Effect

41

Brand Advocacy (Propensity to Recommend)

42

Social Media - The Future?

43

Brand as Marketplace:Assuring Quality

Creators Consumers

A new business model for brands? Brands as marketplaces

44

Ocado

A new business model for brands? Brands as marketplaces

45

iStockphoto as the business model of the future for brands?

46

Take Home

Social Media allows us to market with people instead of at them

47

Thanks for listening!

www.clickadvisor.comcrowdsourced insight

www.eyeka.comcrowdsourced advertising

paul.marsden@clickadvisor.com