This was a presentation that I gave at AdTech London 2008. Its about harnessing the power of online communities and digital advocacy. Apologies in advance for the horrendous "word of MOUSE" pun...

1. Brands, Bloggers and Word of Mouse September 2008

2. now we trust horizontally we used to trust vertically

3. I trust the opinions of real people like me rather than a biased journalist Growth and popularity of community-based user review sites “ ” parenting wine travel movies electronics I trust people like me…

5. Word of Mouth has always been important…

6. technology changes things…

7. “ ” technology changes things… Word of Mouth Word of Mouse

9. thirdrate.com/kryptonite_files/2.mov Picked up by Metafiler and spread within days across thousands of blogs and websites A video is created and posted online showing how this is done 1 million downloads Picked up New York Times, CNN, BBC etc One post on one message board, alerting people to the fact that these locks could be opened with a Bic pen (170,000 see posting) 14 th Sept 17 th Sept 17 th Sept 23 rd Sept Kryptonite had to offer a free exchange on every $100 lock Over 400,000 have been exchanged They have just settled a class action law suit

10. $4 billion wiped off the Apple share price

11. Brands are thinking creatively about how to engage and involve in Social Media spaces

12. Our Social Media Methodology Launching Cocoon

20. Web map of Neville Hobson’s blog Example: Neville Hobson Web maps show us that Neville Hobson’s blog has a network of 1118 sites via 2,549 links He is ranked 440 on Technorati and 55 on The Ad Age Power 150 Therefore he is a highly influential voice for us to target for the programme How Web Mapping was utilised for this project

21. Identify Engage Seed In Field Evaluate Engagement via “Radical Transparency”

22. You have to be a proper part of this new Social Media World in order to engage in it

26. Map shows conversations between thought leaders that was completely the product of the programme Conversations have been generated

27. Number 1 referenced site for O2 Cocoon phone handset O2 Cocoon blog is at the centre of the conversation

29. A better customer experience has been achieved by O2 engaging through the blog Issues with the set up and operation of the phone were answered in an open and collaborative manner by O2 on the O2 Cocoon blog The blog has also allowed consumers to help and advise each other

30. The world according to ….

31. If you Google the term “O2 Cocoon” O2 Cocoon blog appears on the 1 st page Consumers who are researching O2 Cocoon have the opportunity to view and interact with the O2 Cocoon blog If you Google “O2 Cocoon” you get the O2 Cocoon blog

32. 1 st listing when searching for O2 Cocoon Blog on page 1 of Google Seeded bloggers are listed on pages 1,2 and 3 High visibility for the O2 Cocoon blog No.1 listing for “O2 Cocoon blog” on Google

33. Seeded bloggers are listed high up the rankings Page 2 Google Page 3 Google

34. Cocoon – conversation mapping + Positive - Negative Room for improvement in technology Style and design and thought leadership are strong points Music was not a key talking point Technology Music Style & Design Thought Leadership sentiment

35. Handset Accessories O2 Thought Leadership + - Approach XDA – conversation mapping

37. SEO benefits to Bloggers

42. Thank you! Questions? www.ameliatorode.typepad.com