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Social Web Presentation To Agenda Setting 2008

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Philip Sheldrake
Philip Sheldrake

A presentation to the European Agenda Setting conference, Zurich, on the impact of the social Web

EmpresarialesTecnología
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Agenda Setting and the Social Web How the Social Web empowers the consumer and citizen and what to do about it to your and their advantage Philip Sheldrake Director of Digital Strategies Racepoint Group, a W2 Group company Agenda Setting Conference Zurich, 4 th December 2008 Creative Commons Attribution-Share Alike 2.0 UK: England & Wales License
About the Social Web ,[object Object],[object Object],[object Object]
The Transactional Web ,[object Object]
The Social Web ,[object Object],[object Object]
The Cluetrain Manifesto, 1999 ,[object Object],[object Object],[object Object]
The Social Web Opportunity ,[object Object],[object Object],[object Object]
It's happening, NOW! ,[object Object],[object Object],[object Object],[object Object]
Social Web Analytics – Your Eyes and Ears ,[object Object]
Social Web Analytics – The Definition ,[object Object],[object Object],[object Object]
Motivations ,[object Object],[object Object],[object Object],[object Object],[object Object]
1. New PR / PR 2.0 ,[object Object],[object Object],[object Object],[object Object],[object Object]
1. New PR / PR 2.0 – consumer ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
1. New PR / PR 2.0 – business ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Neoware – a case study ,[object Object],[object Object],[object Object],[object Object]
2. Brand ,[object Object],[object Object],[object Object]
3. Measurement & Evaluation ,[object Object],[object Object]
3. Measurement & Evaluation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
4. Market Research & New Product Development
4. Market Research & New Product Development designed to detect weak signals designed for statistical confidence multi-parametric deals with sequential parameters a wide focus tight focus inculcates brand loyalty independent of loyalty emotional unemotional two-way (mutually rewarding) one-way (needs a carrot!) continuous ad hoc or regular interval Continuous Engagement Traditional Research
Insight Lastly, some examples…
Honda
Pizza Hut
Gordon Brown, Prime Minister of the UK
Bank of America
And finally, a topic close to your hearts... ,[object Object]
Credits ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Racepoint Group. Creative Commons Attribution-Share Alike 2.0 UK: England & Wales License
Contact ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Social Web Presentation To Agenda Setting 2008

  • 1. Agenda Setting and the Social Web How the Social Web empowers the consumer and citizen and what to do about it to your and their advantage Philip Sheldrake Director of Digital Strategies Racepoint Group, a W2 Group company Agenda Setting Conference Zurich, 4 th December 2008 Creative Commons Attribution-Share Alike 2.0 UK: England & Wales License
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  • 18. 4. Market Research & New Product Development
  • 19. 4. Market Research & New Product Development designed to detect weak signals designed for statistical confidence multi-parametric deals with sequential parameters a wide focus tight focus inculcates brand loyalty independent of loyalty emotional unemotional two-way (mutually rewarding) one-way (needs a carrot!) continuous ad hoc or regular interval Continuous Engagement Traditional Research
  • 20. Insight Lastly, some examples…
  • 21. Honda
  • 23. Gordon Brown, Prime Minister of the UK
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