The Challenge of Social Media

Gianni CatalfamoEuropean Director, Social Media

What we’ll cover today

• What are Social Media

• Why you should care

• Social Media in the Marketing Mix

• Conclusions & discussion

What areSocial Media?

WAVE 1: WEB 0.0

The Eighties

Information

Share your knowledge

WAVE 2: WEB 1.0

The Nineties

Support

Share your experience

WAVE 3: WEB 2.0

Today

Attention

Share your life

Creating

Annotating

Interacting

Write a blogUpload pictures

Evaluate and share content on digg, del.icio.us

Write a blogUpload pictures

discuss onNewsgroups,

Forums,Mailing lists

Evaluate and share content on digg, del.icio.us

Social Media

YouTube

Facebook

MySpace

LinkedIn

Twitter

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

THE INTERNET’KILLER APPLICATION

PEOPLE ARE

PEOPLE ARE.

!

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

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

THE GEN-Y IMPACT ON BUSINESSES

Recorded

Music

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%

Whyshould I care?

Who’d trust a blog?

Original article posted @4:38AM

Original article posted @4:38AM

Error 3 corrected @5:01AM

Error 1 corrected (2x) @5:22AM

Error 2 corrected @5:24AM

Nobody reads blogs!

Who is Mark

Russinovich?

31/10/2005

16/11/2005

Brands are love stories

Connecting people

Just do it

I’m lovin’ it

Enjoy!

One like no-one

Magic

About to break?

Broken !

What is the future of Marketing & Advertising

...as we used to know it ?

There isn’t any !Image credit: Simon Law, Montréal, Canada

Social Mediain the Marketing Mix

WE THEM

Campaign

Feedback

A traditional campaign

WE THEM

Campaign

Insight

A Social Media campaign

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

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

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

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?

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

Examples

:MY WEBSITEDOES NOT

APPEALTO THENEWESTCROP OF

HOLDERSSTAKE

Q

STRATEGYPROMO

INFRASTRUCTURE

CONTENT

TIONAL

CAMPAIGN

STARTS

Multicentrum

Supradyn

Q:HOW

MAY I

TU

RN

INTO

ADVOCATESTH

EM

?

MADETAILOR-

LEADERS!

WHO TALKS WHERE

Q:WHATIS

THE

PERFECTPOSITIONINGP

FORMY

NEWPRODUCT?

PROFILESVALUES

&

OFFLINE

PROFILES & VALUES

OPTIMAL POSITIONING

ONLINE AND

Conclusions& Resources

Lesson 1

Lesson 2

+++How easy ! it to...

?

Lesson 2

+How easy ! it to...

START A CONVERSATIONKEEP IT GOINGSTOP IT !

• 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.

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

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

The Challengeof Social MediaQu"tion Time !