Conversations about web 2.0 and social networking PWA meeting - Rome, 18 March 2009

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
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3. THE STARTING POINT…
“Person of the year”
“Person of the year”
TIME - 2006
TIME - 1982
Key words to say “web 2.0”:
My internet; UGC (User Generated Content);
P2P (Peer to Peer) collaboration 2

4. 1999: CLUETRAIN MANIFESTO
Let the people do what they do better: talk
“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 The DUCATI LEGO Mindstorm: KRIPTONITE and FLUEVOG: the
500 through President blogging the bug-fixing most rated shoe is
Community of
conversations produced
product building
http://blog.ducati.com/ http://www.bikeforums.net
/video/ www.fluevog.com
http://www.fiat500.com
http://mindstorms.lego.com
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5. 2004: TIM O’REILLY
Over 1 million applications
Web 2.0 is a social
phenomena. It’s not an
evolution of the web but a
change of paradigm
New York, Sept 2008
The power of people and
new values: trust, credibility,
simplicity, sharing, reputation
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6. WEB 2.0: EMBLEMS & NUMBERS
60 million login per day; 6 million items
The free encyclopaedia
30 millions of users (Dec 2008)
Business networking
170 millions of video viewed per day
Social broadcasting
175 millions of users
Social networking
16 millions of users
MUVE – Second Life
• 133 mln of blog (Sept 2008)
Storytelling • 120.000 new blogs a day
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7. YOU TUBE AND QUEEN RANIA
http://www.youtube.com/watch?v=zAmJl
UdjSKk&feature=channel
http://www.youtube.com/watch?v=
JPcw3fLeBHM&feature=channel
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8. USER GENERATED & SHARED CONTENT
Photo-sharing
Collaborative filmmaking
sharing
Slide
Social advertising
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9. SLIDESHARE
http://www.slideshare.net/guest190b7a/meet-the-most-influential-women-in-web-20-presentation
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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
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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
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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
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13. SOME OPPORTUNITIES TO RE-NEW MARKETING
CHANNELS
SOCIAL MEDIA MARKETING
GUERRILLA MARKETING
Building a presence in online social
Stickering – Environmental
network (Facebook, MySpace,
installations– On the road theaters–
YouTube, Twitter…)
Flash Mobs – Cross-media games
AMBIENT VIRAL/BUZZ
MARKETING MARKETING
Unconventional
Dressing the space/ Teaser, viral game, WOM,
urban furnishing endorsement
Marketing
USER-GENERATED
MARKETING PROXIMITY MARKETING
Involve customers in the Spread contents and services
CONVERSATIONAL
creation of the message or in close relation to a
MARKETING
product design geographic location. Physical
(crowdsourcing) Blog, communities, rating, tagging, semacode.
social tagging
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14. THE SCENARIO THAT AWAITS US
social
networking
UNPREDICTABLE
UBIQUITOUS
mobile VIRAL
interactions SIMPLE
WEB 3.0
internet of
where/of things
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15. THE MACHINE IS US/ING US
http://www.youtube.com/watch?v=NLlGopyXT_g
FROM 3.17 14

16. THANKS FOR YOUR ATTENTION
LET’S OPEN THE DEBATE!
To continue the conversation on the web
– federica.garbolino@iks.coreconsulting.it
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