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Relevance in the Digital Age
- 1. The Challenge of Relevance ready or not, here it comes... Gianni Catalfamo European Director, Digital & Social Media Tuesday, April 12, 2011
- 2. What we’ll cover today • The phenomenon • Why it matters to your Company • How do you go about this • Conclusions & further reading Tuesday, April 12, 2011
- 3. Where are We? Tuesday, April 12, 2011
- 4. Source: Universal McCann, Social Media Tracker, wave 3 Blog READERS 100% mar 2008 sep 2006 jun 2007 80% 60% 40% 20% US UK GER 0% FRA ITA CHN Tuesday, April 12, 2011
- 5. Source: Universal McCann, Social Media Tracker, wave 3 Blog WRITERS 100% 100% mar 2008 sep 2006 jun 2007 80% 60% 40% 20% US US UK UK GER 0% 0% GER FRA FRA ITA ITA CHN CHN Tuesday, April 12, 2011
- 6. All adults 22 14 Creators Gen Y 28 16 Critics 24 11 Collectors 54 22 Joiners 64 43 Spectators 23 49 Source: Forrester research, sep 08 Inactives Tuesday, April 12, 2011
- 7. THE GEN-Y IMPACT ON BUSINESSES Recorded Music Tuesday, April 12, 2011
- 8. change their behaviour as a result of their online participation, and report an improved sense of well- being and a better understanding of their condition(s) 39% Source: Pew Internet & American Life Project (2007) 80% of patients use online support groups to discuss medications and treatments with other patients Tuesday, April 12, 2011
- 9. Write a blog Upload pictures Twitter YouTube discuss on Newsgroups, Forums, Social Media Mailing lists LinkedIn Facebook MySpace Evaluate and share content on digg, del.icio.us Tuesday, April 12, 2011
- 10. MORE THAN BLOGS Blogging platforms Blogger, Typepad, Wordpress Microblogging Jaiku, Twitter, beemood Bulletin boards Usenet Support forum Any website Shared knowledge Wikipedia, Yahoo’s “Ask a question”, LinkedIn’s “Answers” Reputation systems eBay, Amazon, Craigslist Video platforms Google Video, YouTube, Metacafe, Joost Photosharing Flickr, Picasa, Zoomr, Photobucket, ImageShack Business networks Xing, LinkedIn Social networks Facebook, Orkut, Friendster, MySpace, MSN Spaces Virtual realities Second Life, Habbo, NeoPets MMO(RP)Gs WoW, D&D Online, The Sims Online Semantic web (web 3.0) Del.icio.us, Digg Tuesday, April 12, 2011
- 11. Tuesday, April 12, 2011
- 12. PEOPLE ARE. WHAT IS THE INTERNET’ KILLER APPLICATION ? Tuesday, April 12, 2011
- 13. PEOPLE ARE. PEOPLE ARE THE INTERNET’ KILLER APPLICATION ! Tuesday, April 12, 2011
- 14. Why should I care? Tuesday, April 12, 2011
- 15. THE CONNECTION TO OUR BUSINESS 100% 95% 97.3% 90% 85% 94% 1st weekend 80% Tweet rate 2nd weekend n° of theaters Tweet rate positive/negative Twitter as a predictor of n° of theaters box-office revenues Source: Sitaram Asur, Bernardo Huberman (HP Labs) Tuesday, April 12, 2011
- 16. CONSUMERS CAPITAL MARKETS REGULATORS SOCIETY EMPLOYEES Tuesday, April 12, 2011
- 17. OUR RELATIONSHIP TO OUR CUSTOMERS In the past... Today we informed them they look up Information with our ads customer reviews they choose dealerships we drove them to a dealer from a service-rating Action with a DR campaign independent website they share on discussion we gauged them Reaction through focus groups boards their experience with our product we listened to them they seek help Care through a call centre on user groups Tuesday, April 12, 2011
- 18. OUR RELATIONSHIP TO OUR EMPLOYEES www.glassdoor.com Tuesday, April 12, 2011
- 19. THEIR RELATIONSHIP TO OUR BRANDS www.vanno.com Tuesday, April 12, 2011
- 20. PEOPLE: THE NEXT REGULATORY AGENCY? www.nevadacomparecare.net Tuesday, April 12, 2011
- 21. Who’d trust a blog? Tuesday, April 12, 2011
- 22. Original article posted @4:38AM Tuesday, April 12, 2011
- 23. Error 3 corrected @5:01AM Tuesday, April 12, 2011
- 24. Error 1 corrected (2x) @5:22AM Tuesday, April 12, 2011
- 25. Error 2 corrected @5:24AM Tuesday, April 12, 2011
- 26. Nobody reads blogs! Tuesday, April 12, 2011
- 27. Who is Mark Russinovich? Tuesday, April 12, 2011
- 28. 31/10/2005 Tuesday, April 12, 2011
- 29. 16/11/2005 Tuesday, April 12, 2011
- 30. Brands are love stories Connecting people Just do it I’m lovin’ it Enjoy! One like no-one Magic Tuesday, April 12, 2011
- 31. Tuesday, April 12, 2011
- 32. Broken ! Tuesday, April 12, 2011
- 33. What is the future of Marketing & Advertising Tuesday, April 12, 2011
- 34. There isn’t any ! Image credit: Simon Law, Montréal, Canada Tuesday, April 12, 2011
- 35. Some questions you may be asking yourself Tuesday, April 12, 2011
- 36. A traditional campaign Feedback WE THEM Campaign Tuesday, April 12, 2011
- 37. A Social Media campaign Insight WE THEM Campaign Tuesday, April 12, 2011
- 38. A general overview Content Online Asset Insight Promotion Offline Conversations Asset Tuesday, April 12, 2011
- 39. Lesson 1 Tuesday, April 12, 2011
- 40. Lesson 2 Tuesday, April 12, 2011
- 41. CLEARLY WHO are we targeting? WHAT are their interests? DEFINED WHERE can we find them? PROFILES WHAT is our contribution? HOW do we engage them? Tuesday, April 12, 2011
- 42. DEVELOP WHO are we targeting? A GOOD WHAT are their interests? WHERE can we find them? SEARCH WHAT is our contribution? HOW do we engage them? SEED Tuesday, April 12, 2011
- 43. MAP & WHO are we targeting? MONITOR WHAT are their interests? WHERE can we find them? COMMU WHAT is our contribution? HOW do we engage them? NITIES Tuesday, April 12, 2011
- 44. WHO are we targeting? HAVE WE WHAT are their interests? GOT ONE? WHERE can we find them? WHAT is our contribution? HOW do we engage them? Tuesday, April 12, 2011
- 45. THEIR WHO are we targeting? SANDBOX, WHAT are their interests? THEIR WHERE can we find them? WHAT is our contribution? RULES HOW do we engage them? Tuesday, April 12, 2011
- 46. Q WEBSITE STAKEHOLDERS : MY DOES NOT APPEAL TO THE NEWEST CROP OF Tuesday, April 12, 2011
- 47. CAMPAIGN STARTS Supradyn Multicentrum Tuesday, April 12, 2011
- 48. Q MAY I : TURN THEM INTO HOW ADVOCATES ? Tuesday, April 12, 2011
- 49. Tuesday, April 12, 2011
- 50. Q DE LOP HOW :I DO ? VE AN ACTIVATION Tuesday, April 12, 2011 CAMPAIGN
- 51. A VIRTUAL LOVER WWW.MYSECRETOBSESSION.IT Tuesday, April 12, 2011
- 52. Q WHAT : IS THE PERFECT POSITIONING P MY NEW Tuesday, April 12, 2011 PRODUCT FOR ?
- 53. Tuesday, April 12, 2011
- 54. Q :ISSUES IS IT POSSIBLE TO MONITOR CRISES? BEFORE THEY BECOME Tuesday, April 12, 2011
- 55. Tuesday, April 12, 2011
- 56. Tuesday, April 12, 2011
- 57. 1 Digital Self Tuesday, April 12, 2011 IDENTITY SOCIAL GRAPH UGC
- 58. 2 tr ea m FACEBOOK FORUME-MAIL DISCUSSIONS BLOG POSTS ES TWITTER INSTANT MESSENG FOURSQUARE CHECK-INS F LI Tuesday, April 12, 2011
- 59. Conclusions & Resources Tuesday, April 12, 2011
- 60. Further reading • Social Media Tracker, wave 3 (Universal McCann) http://www.universalmccann.com/Assets/UM %20Wave%203%20Final_20080505110444.pdf • What the Hell is Web 2.0 (Tim O’Reilly) http://www.oreillynet.com/pub/a/oreilly/tim/news/ 2005/09/30/what-is-web-20.html • Linked (Albert-Laszlo Barabasi) Plume Publishing, april 2003 • Son of GeekTalk (Gianni’s blog) http://sonofgeektalk.wordpress.com Tuesday, April 12, 2011
- 61. Conclusions • Your stakeholders have changed, and now claim an active role in their relationship to your brand. • It is essential to understand the new stakeholder before deciding if / how to engage. • A considerable body of experience now exists, and can easily be tapped. Tuesday, April 12, 2011
- 62. The Challenge of Relevance ready or not, here come... the questions! Tuesday, April 12, 2011