A big introduction to Social Media Marketing presented to Master's in Marketing & Creativity students at ESCP Europe in London. It focuses on the value of an idea in the era of Social Media, and insists on early-stage marketing.

1. What’s the value of an idea in the era of social media? Social Media Marketing

3. Some statements: ideas happens in ideals “ Rohit Bhargava spoke about what he calls Likeonomics , which “explains the new affinity economy where the most likeable people, ideas and organizations are the ones we believe in, buy from and get inspired by”

5. The world’s liquid, not flat « The planetary integration of governments, businesses and organisations has intensified in a second movement involving the integration of individuals and, more importantly, their consciousness. The youths surveyed here possess this new consciousness, which has become inseparable from real-world experience. It is the integration of individuals’ consciousness into the global system which distinguishes globalisation from internationalisation . » Dominique Reynié

6. Extimacy as the new playground

9. … which historically tried to be solved through active & explicit actions: SEARCH_ “ Americans conducted 14.8 billion core searches in April 2009 “ comScore “ of the customers who shop for high-end merchandise online, 78 percent of them did so in order to find the best price while nearly as many, 77 percent, did so to compare brands” BrandWeek, January 2010

10. … but search has become social, pervasive recommendation…

11. As Social Media definition has pretty much changed its logics 2008 2011

12. As Social Media is in fact so real life Pleasure/pain, hope/fear social acceptance/rejection as new persuasive design (Fogg) A need for triggers

13. Social Media are more and more linked to social organizations at all “ To our surprise it turns out that these networks follow the same complicated mathematic rules as the Internet and social networks found on Facebook” Kasper Lage from Harvard Medical School MIT and Lars Allan Larsen from Wilhelm Johannsen Centre for Functional Genome Research, University of Copenhagen

18. So what could be the value of an idea in the era of Social Media?

20. So value is only SOMETIMES directly linked to money

21. A new currency: the social one! “ Empire Avenue highlights a pervasive trend that will likely influence the business world in the long term. Like many other platforms, including [it] caters to human psychological factors and uses game techniques to reward participation and encourage a participant to willingly "give up" what is truly valuable in business--data. So why would someone want to give up data? Facebook knows the answer to this question: social currency .” David Armano

24. Value lies in communities of interests « Success is not a prescription. There isn’t one way to excel or measure progress. But, that’s the point. We must first design outcomes into the equation. What do we want to accomplish? What’s the return we seek? Are we trying to sell, change, drive, cause, or inspire something specific? Are we reducing customer problems as measured by inbound volume, open tickets, public discourse? Are we trying to shift sentiment to a more positive state that increases referrals as a result? » Brian Solis

25. Interests are at least as important as sociodemographics. It’s the economics, society, technics, ethics, needs, ideas, entrepreneurs, history, whatever that matter

28. Shiseido The Ginza shop : digital as an add-ons to retail experience

29. Where To Get.It as the new social shopper

33. Nail art in France

35. MyIdea4CA A temporary tie between Gov. Schwarzenegger & its consituents

36. METRICS METRICS METRICS METRICS

37. Quanti/quali to Search/social?

39. Neuromarketing? “ This study demonstrated that the level of attention paid to Web ads affects explicit and implicit memory performance in a different manner. Specifically, if consumers pay greater attention to and subsequently experience conscious processing of Web ads, both explicit and implicit memory performance are enhanced. Conceptually, increased explicit memory performance at this level of processing is facilitated by elaborative semantic processes. Furthermore, as shown in the results of PDP (H2a and H2b), increased implicit memory performance are mainly attributable to consciously or intentionally acquired information. In contrast, if consumers pay minimal or no attention to Web ads and experience unconscious processing, only implicit memory performance would be enhanced due to the effects of unconscious components of memory. A positive correlation between implicit memory performance and brand attitude at this level of processing suggests that the mere exposure effects can be viewed as a demonstration of implicit memory , which is mainly affected by unconsciously or automatically acquired Web ad information ” Chan Yun Yoo

40. Rethinking the idea of value: reputation as the new currency to achieve great ideas

43. Tools are leverages, not strategies: did you know that you could grow flower with your tweets with Fulive?

44. A methodology to make an idea worth it in the era of social media ” The purpose of a business is to create a customer” Peter Drucker “ the purpose of a business is to serve a customer who creates customers" (Razorfish VP Shiv Singh)

47. Dove second season on beauty

49. Urban Outfitters & Amber: when Social Media history leads to a crisis

51. Joliebox as the glamorous cosmetics’ Tupperware community

52. Step 3: Structure your story Passive listening (= get the relevant information depending on your field) Engagement programmes towards key-influencers (= a significant story in which your key opinion leaders can increase & improve the reputation of your idea) Active listening (= prepare your organisation to respond to conversations to transform opportunities into value & threats into control) Campagne Experience Social platform (= places in which you can drive your publics & host their conversations & own ideas) Campagne Experience Campagne Experience Campagne Experience Word-of-Mouth accelerators Insi(ght)ders (= feed your vision from aggressive planning) CRM (=capitalize on your mktg history)

54. Trending last ideas

55. Like a virgin…marketing territory

56. We’re all web-bloggers, IRL ™ Littlesa

57. Thank you!