“How can we face Facebook?”
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This document discusses the rise of Web 2.0 and social networking. It outlines key concepts like user-generated content, peer-to-peer collaboration, and how customers have become "prosumers" who give credibility to information from non-traditional sources. Popular social media platforms and user numbers are mentioned like YouTube, Wikipedia, Facebook, and Second Life. The document also discusses how marketing must adapt to this new landscape through more conversational, transparent, and community-focused strategies.
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“How can we face Facebook?”
- 1. “ How can we face Facebook?” Conversations about web 2.0 and social networking PWA meeting - Rome, 18 March 2009 Federica Garbolino www.coreconsulting.it
- 2. AGENDA What is Web 2.0? An overview Youtube and queen Rania Around Slideshare Face-book, social network and W.O.M. Second life Some implications and opportunities for marketing 2.0 Future trends
- 3. “ Person of the year” TIME - 1982 “ Person of the year” TIME - 2006 THE STARTING POINT… Key words to say “web 2.0”: My internet; UGC (User Generated Content); P2P (Peer to Peer) collaboration
- 4. 1999: CLUETRAIN MANIFESTO “ MARKETS ARE CONVERSATIONS” Customers are pro-sumers and “ consum-attore” and give more and more credibility to information coming from untraditional sources and media The roll out of Fiat 500 through conversations http://www.fiat500.com The DUCATI President blogging http://blog.ducati.com/ FLUEVOG: the most rated shoe is produced www.fluevog.com LEGO Mindstorm: Community of product building http://mindstorms.lego.com KRIPTONITE and the bug-fixing http://www.bikeforums.net/video/ Let the people do what they do better: talk
- 5. 2004: TIM O’REILLY New York, Sept 2008 Web 2.0 is a social phenomena. It’s not an evolution of the web but a change of paradigm Over 1 million applications The power of people and new values : trust, credibility, simplicity, sharing, reputation
- 6. WEB 2.0: EMBLEMS & NUMBERS MUVE – Second Life 16 millions of users The free encyclopaedia 60 million login per day; 6 million items 170 millions of video viewed per day 175 millions of users 30 millions of users (Dec 2008) Business networking Social broadcasting Social networking 133 mln of blog (Sept 2008) 120.000 new blogs a day Storytelling
- 7. YOU TUBE AND QUEEN RANIA http://www.youtube.com/watch?v=zAmJlUdjSKk&feature=channel http://www.youtube.com/ watch ?v=JPcw3fLeBHM&feature=channel
- 8. USER GENERATED & SHARED CONTENT Collaborative filmmaking Photo-sharing Slide sharing Social advertising
- 10. FACEBOOK, SOCIAL NETWORK AND W.O.M. “ Word Of Mouth” (WOM) mechanisms spread online a message “like a virus” According to Paul Marsden from the marketing company ClickAdsor.com, today word of mouth impacts 50% of consumer decisions in respect to 30 years ago Online, the consumer opinion influences the reputation of a product and service, and therefore, other consumer choices as well Companies do not simply make advertising on social networks but exploit the dynamics and the viral aspects of the social networks to promote a brand, an event, a product Mark Zuckerberg
- 11. SECOND LIFE It’s a MUVE (Multi-Users Virtual Environment) in 3D, powered by Linden Lab It’s a conversational marketplace Users interact with each other and “live” through their avatar, move by teletransporting, chat and meet in the different lands of SL. Video del progetto ARGON (community in Second Life) http://www.youtube.com/watch?v=-K60kAcapoc&eurl=http%3A%2F%2F
- 12. MARKETING 2.0 New profiles emerge (i.e. reloaded/multichannel consumers are over 5,5 million people) and new consumers’ targets (i.e. digital natives ) The market is saturated with information In 2008 Italian companies that invested in internet advertising grew by 11%, Mobile advertising grew by 19% Key words for success: Experience and participation against message exposure; Fun and enjoying; Listening , dialogue, involvement, co-design against broadcasting advertising; Integrated and pervasive multichannel strategy; Trust and transparency; Community of passions/tribe Life-style data-catching; personalization of messages New advertising media mix . THE MARKETING STRATEGY MUST RETHINK THE WAY TO COMMUNICATE AND MANAGE THE CUSTOMER RELATIONSHIP
- 13. SOME OPPORTUNITIES TO RE-NEW MARKETING CHANNELS Unconventional Marketing GUERRILLA MARKETING Stickering – Environmental installations– On the road theaters– Flash Mobs – Cross-media games SOCIAL MEDIA MARKETING Building a presence in online social network (Facebook, MySpace, YouTube, Twitter…) VIRAL/BUZZ MARKETING Teaser, viral game, WOM, endorsement CONVERSATIONAL MARKETING Blog, communities, rating, social tagging AMBIENT MARKETING Dressing the space/ urban furnishing USER-GENERATED MARKETING Involve customers in the creation of the message or product design (crowdsourcing) PROXIMITY MARKETING Spread contents and services in close relation to a geographic location. Physical tagging, semacode.
- 14. THE SCENARIO THAT AWAITS US UNPREDICTABLE UBIQUITOUS VIRAL SIMPLE WEB 3.0 social networking mobile interactions internet of where/of things
- 15. THE MACHINE IS US/ING US FROM 3.17 http://www.youtube.com/ watch ?v=NLlGopyXT_g
- 16. THANKS FOR YOUR ATTENTION LET’S OPEN THE DEBATE! To continue the conversation on the web [email_address]