Social Networking - IAB workshop
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The document discusses social networks and how they have evolved over time. It defines social networking as websites that allow users to add user-generated content like comments, reviews, and pictures. It notes that social media has fundamentally changed how people, especially younger generations, use and interact with the web. Marketers are advised to adapt to this new environment where word-of-mouth and user opinions hold more influence over purchasing decisions.
Social Networking - IAB workshop
- 1. Social Networks IAB Workshop June 2008
- 2. About Me David Hachez www.theafter.be/
- 3. Today Social Networks Xbox Case Attentio
- 4. Definition Social networking websites are sites that allow internet users to have the ability to add user-generated content such as: comments, reviews, feedback, ratings, pictures, video or their own dedicated pages. Social networking is word of mouth Scott Otte - Wrangler
- 5. The social media brief "My client wants to create a Facebook group. Develop a blog. Reach out to possible audience on YouTube. Can you send us a price estimate? For tomorrow? Thanks!" Rolling Talks
- 6. The Break Up – part 1
- 8. TIME & SPACE 24/7 - WW
- 10. NETWORKS One to all & P2P
- 12. ENCODING ∞
- 14. CONTRIBUTE Review, Rate & Publish
- 16. SEARCH Find & Retrieve
- 19. Another Definition Think about how you use the Web right now compared to six years ago. Now think about how our children are using it. Social Media is the innovation of our time . Whether or not the internet becomes a mass media is irrelevant. Our behavior and the behavior of future generations has been irreversibly altered. David Armano
- 20. Youcracy
- 21. David Armano
- 25. S urf is over, Life took over Communication Information Entertainment Surfing Transactions Creation 38% 22% 17% 8% 7% 5% Caroline Vogt – Microsoft Research
- 26. What’s in it for the marketer?
- 31. Why does it matter? Credibility of People’s opinion 2 % 98 % Emarketer.com
- 32. Social is the new currency
- 33. Top 20 Websites on 25-44 Belgian Comscore
- 34. Meeting people Google Trends
- 35. Finding a Job Google Trends
- 40. Getting informed Google Trends
- 42. How can I fit in that picture? As a marketer
- 43. Evolution
- 44. “ In the struggle for survival, the fittest win out at the expense of their rivals because they succeed in adapting themselves best to their environment . ” Charles Darwin
- 45. David Armano
- 48. Youcracy
- 49. Share of conversations is the new (battle) challenge
- 50. Cases
- 52. Offense: Dove Value Source: Forrester Product Experience
- 53. Offense: Dove Value Costs Source: Forrester Product Experience Shared Experience Social Marketing Product, Place, Price, R&D, Production Promotion, Branding, Loyalty
- 54. Offense: Dove Social Marketing Value Costs Product, Place, Price, R&D, Production Promotion, Branding, Loyalty Loss Profit Source: Forrester Product Experience Shared Experience
- 55. Offense: Dove Social Marketing Value Costs Loss Profit Product, Place, Price, R&D, Production Promotion, Branding, Loyalty Source: Forrester Product Experience Shared Experience
- 56. Offense: Dove Social Marketing Value Costs Loss Profit Product, Place, Price, R&D, Production Promotion, Branding, Loyalty Peers Source: Forrester Product Experience Shared Experience
- 57. Offense: Dove Social Marketing Value Costs Loss Profit Product, Place, Price, R&D, Production Promotion, Branding, Loyalty Peers WOM Source: Forrester Product Experience Shared Experience
- 58. Offense: Dove Social Marketing Value Costs Loss Profit Product, Place, Price, R&D, Production Promotion, Branding, Loyalty Peers WOM Co-creation Source: Forrester Product Experience Shared Experience
- 61. Financial services firms 47% 25% 28% Social Marketing Value Costs Loss Profit Product, Place, Price, R&D, Production Promotion, Branding, Loyalty Source: Forrester Product Experience Shared Experience
- 62. Defense 47% 25% Social Marketing Value Costs Loss Profit Product, Place, Price, R&D, Production Promotion, Branding, Loyalty Flog Source: Forrester Product Experience Shared Experience
- 63. Defense 47% Service error Social Marketing Value Costs Loss Profit Product, Place, Price, R&D, Production Promotion, Branding, Loyalty Source: Forrester Flog Product Experience Shared Experience
- 64. Defense Consumer review Social Marketing Value Costs Loss Profit Product, Place, Price, R&D, Production Promotion, Branding, Loyalty Service error Flog Source: Forrester Product Experience Shared Experience
- 65. Defense Offense Source: Forrester P O S T People Objectives Strategy Technology Isolated Low cost Product Monitor, Respond Networking High value Story Network, Enabling
- 66. Xbox Case
- 81. SOCIAL IN THE GENES
- 82. The Break Up part 2
- 84. Future
- 85. Web 3.0
- 86. "We've been voted the best marketer of the 20th century, but that's because we were the biggest shouters. In the 21st century, we want to be the best listeners." Greg Icenhower P&G 2001
- 88. Sources / Inspiration David Armano – Logic+Emotion Mark Taylor – Wunderman Caroline Vogt – Microsoft Scott Otte – Wrangler Japp Favier – Forrester Youcracy – GoViral Joseph Jaffe The web…