7. Top 15 UK sites 1 Google UK 2 Facebook* 3 Google 4 YouTube - Broadcast yourself* 5 Yahoo! 6 BBC Online 7 eBay UK* 8 Windows Live 9 Wikipedia* 10 Amazon.co.uk 11 Twitter* 12 Blogger.com* 13 MSN 14 LinkedIn* 15 PayPal
8. Platform types Source Volume Relevancy Quality Reach Microblog (Twitter) High Medium Medium Medium Blog Medium Medium High High Forum Medium Medium Medium High Social Network Medium Low Low Low Photo-sharing Low Low Low Low Video-sharing Low Low Low Medium Local directory Medium High High High Review site Medium High High High Social game Medium Low Low Low
9. Usage of Social Media platforms* Complain Praise Get info Recommend Post a problem Get tech support Say thank you Give feedback Engage Discuss Learn Review Moan Give info Find a good deal Make friends * From a SCRM perspective
14. The User’s Journey User Web -> Social Web -> Free Web “ My stuff” = Personal data, Content, History/Activity, Friends/Followers I can see stuff online I can click links (e.g. to buy stuff) I can share (publish) my own stuff I can talk with people I can learn from people I can influence people I matter (ie what I do online has value) I want control over my online stuff (= Ownership?) I want to take my stuff where I want ( Portability/Freedom) The User Web The Social Web The Free Web
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Notas del editor
JP Fundamental shift in our economy This slide shows traditional, vertical communication model Consumers take their content and information from “vertical” institutions (e.g. Press; Broadcasters; Advertising; Static, Web 1.0 websites) Therefore, as a business, if you want to communicate your brand values, you tended to use these vertical channels.
JP However, that is now changing dramatically Increased bandwidth, lower storage costs and increased processing power, combined with the advent of ‘social media’, social networks, ratings sites and other user-generated content platforms Has lead to “Horizontalisation” of content and information delivery In other words, consumers getting content and information not from vertical institutions but from each other (horizontally) As a result, Brand’s messages will find it harder and harder to get through using vertical channels. Traditional marketing routes may already be in decline. “ Balance of power” has shifted (or equalised)
JP So, what to do?? Obvious, communicate at a horizontal level = more peer-to-peer = more conversational = more HUMAN!! Platform choice is an issue: Many platforms are for consumers only. Brands aren’t welcome. Need to find a platform where brands are welcome, indeed expected… That’s exactly what Plebble is – we have a very strong consumer message but there is a clear seat at the table for brands. We represent this interface between consumers and brands.
