Online Marketing PART2 - new communication paradigm
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The document discusses online marketing and building brands using digital tools. It explores how the web is being rebuilt around people and understanding the social graph, which maps how people are related and interact. It also examines what causes content to go viral, such as "information cascades" where people influence each other, and how exceeding a critical threshold of infected neighbors in a social network can lead a message to spread widely. Finally, it discusses the "social superpowers" people can have online to influence and shape conversations.
Online Marketing PART2 - new communication paradigm
- 1. Online Marketing Building brands with digital in the core
- 2. welcome to the new world
- 3. welcome to the new world with a new communication paradigm
- 5. 2005 London
- 7. 2014 Hawaii
- 8. 2015 Paris
- 14. 2017 #metoo
- 15. welcome to the new world with a new communication paradigm dialogue
- 17. the web is being rebuild around people
- 18. the web is being rebuild around people 30 minutes 779 295 retweets
- 19. the web is being rebuild around people
- 20. the web is being rebuild around people
- 21. the web is being rebuild around people
- 22. It’s not about technology It’s about behaviour
- 23. the web is being rebuild around people understanding the social graph
- 24. Leonhard Euler Swiss Mathematician Graph Theory the social graph
- 25. is the mapping of everybody how they are related, and how they interact the social graph
- 26. we live in a networked society the social graph 1
- 27. we can have multiple groups of friends the social graph 2
- 38. 5
- 39. 3
- 41. 150
- 43. …
- 44. 5
- 55. 1 to 1
- 57. 1 to 1 to many
- 62. (1 to 1 to many)n
- 63. #jesuischarlie
- 64. Who are you online? @
- 65. Going viral
- 66. Going viral
- 67. Going viral February 25th, 2015 Swiked “Guys please help me - is this dress white and gold or blue and black? Me and my friend can’t agree and we’re freaking the f**k out”
- 72. Going viral
- 75. ? Going viral What makes this so viral
- 76. ? Going viral What makes this so viral
- 77. Going viral These are just prerequisatories. Every day marketing campaigns are started which tick all the boxes.
- 78. Going viral Unfortunately it’s not about creativity, but all about mathematics.
- 79. Going viral Duncan Watts Six degrees. The science of a connected age. 2003
- 80. Going viral six degrees. the science of a connected age 6 degrees of separation Milgram,1967
- 81. 6 degrees of Kevin Bacon www.sixdegrees.org
- 82. Going viral six degrees. the science of a connected age 2008 5,28 hops 2011 4,74 hops 2016 3,57 hops
- 83. Going viral six degrees. the science of a connected age That moment when everybody claps in synchronicity Information Cascade
- 84. Going viral six degrees. the science of a connected age Once commenced it becomes self-perpetuating. Information Cascade
- 85. Going viral six degrees. the science of a connected age Do you need the Internet to create an information cascade?
- 86. Going viral six degrees. the science of a connected age Do you need the Internet to create an information cascade? NO, but it can help.
- 87. Going viral six degrees. the science of a connected age Can you cause an information cascade, (and if so how)? 1
- 88. Going viral six degrees. the science of a connected age Do networks have weak-points, if hit precisely,a small shock would explode like an epidemic? 2
- 89. Going viral six degrees. the science of a connected age Yes! It has to do with how humans make up their mind.
- 90. Going viral six degrees. the science of a connected age “Other people control (y)our mind” You Other Other Other Other
- 91. “Other people control our mind”
- 92. or differently put “Other people control our mind” on average people buy 15% of the time, but when someone next to you orders something your chances of buying something rise to 20%
- 93. Going viral six degrees. the science of a connected age It’s all about exceeding the critical threshold
- 94. Going viral six degrees. the science of a connected age Exceeding the threshold depends on • the virality of the message or behavior • the number of infected neighbors
- 95. BUT when the threshold is passed, and the message goes viral…
- 103. social superpowers
- 105. CASE :
- 106. CASE : 85% 34y<
- 108. social superpowers
- 109. CASE :
- 110. before there was Lumia there was
- 113. “In an effort to demonstrate the benefits of optical image stabilization (…), we produced a video that simulates what we will be able to deliver with OIS. (…) We should have posted a disclaimer stating this was a representation of OIS only. This was not shot with a Lumia 920. At least, not yet. We apologize for the confusion we created.” Heidi Lemmetyinen editor-in-chief of Conversation at Nokia Blog
- 118. social superpowers