JLA © 2008 Alice in Social Media Land Joseph Lewis Aguirre [email protected] .
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Transcript of JLA © 2008 Alice in Social Media Land Joseph Lewis Aguirre [email protected] .
Partial 360 Degree View - Joseph Lewis Aguirre
Direct reports
Scott Stilligner - Koohs Ball® Inventor
Joan Cui- runs here $16M business in China
Rolf Stenberg - EMEA Managing Director
Bert Forniciari
Cindy Reese
Greg Podshadley
Mike Phillips
Dave Tjon
Terry Walters
Drew Loucks
Dona Savic
Solomon Ho
Worked with, tutored by National Luminaries
Ben Wegbreit
CMU’s ED Swierk,
Gordon Bell
Worked with Michael Ramsay - TiVo foundeer
Steve Blank, E*Piphany
Drew Hoffman - AristaSoft
Eric Hahn, Collabra/Netscape/AOL
Shari Nolan/Jeff ConvergeNet/Dell Bobby Johnson, Foundry Networks
Robert Van Naarden, Authentidate
Palm's CEO Jon Rubinstein
Coulomb's Richard Lowenthal
Kubota, Shiragami-San
Kubota, Abe Jiro
Bruce Birden
Amplifynet, Ray Hou
Counterpoint, Fred Kiremidjian
MasterView, Jon Hui
Brocade, Greg Reyes
Telcontar, Eric Carlson
Jack Cleary
Bruce Razban
Axsun Technologies, Jack Kay
Aptec's Gary McCalpine
MAG, Vincent Kao
OpenShark, Darwin Chang
AmTRAN,s Lawrence Liu
Steve Vollum, TektronixWilliam Wang, MAG, VizioAlpah WU, AmTRANTom Moir, AptecGreg Baum, AptecPauline Alker/Raymond Hou, AmplifynetAllen Michels, Convergent, Verdasys Pauline Alker Counterpoint/Acer Richard Lowenthal, Mayor City of CupertinoBen Wegbreit, Ardent/E.piphany
Worked For/Mentored by
CrossPoint Ventures, Bob Lisbonne
Silicon Valley Funding, Les Boes
IFC, Ravi Vish
Olympic Capital, Michael Ting
SunSino Ventures, Wei Jung Chang
Chia Heri Group, Peter Hou
Neal Dempsey, Bay Partners
Thomas Rosch, Interwest Partners
Pacific Century, Harish Counsel
Venture Capital
SGI, Mark Miller
Mitsubishi, Dale Manu
Mitsubishi, Kaz Hayakawa
Sun, Tom Fussy
IBM, Susan Luerich
Apple, Paul Alvarez
Apple: Dr. Way Ting
Dell's Dennis Selman
HP, Glenn Dougherty
HP, Diane Urrutia
Clients
Agenda
The power is in the waht Cost-Benefit Digital Universe Marketing 101
Customer relationship marketing How much advertisement? Having your PI and eating it Affinity Groups Social Media and Minorities in the USA
Entertainment Commonly used social media
JLA © 2008
Forces of Influence
JLA © 2008
www.atwebo.com/social_media.htmwww.atwebo.com/social_media.htm
Suggestions
Blogger
Blogger
Functional
Intimate
Evangelist
TIME
CU
ST
OM
ER
PE
RC
EP
TIO
N
Gen
eral
Per
son
al
O
ther
Customer Experience as a function of Time
Price
Product
Promotion
Place
Brand
Customer Perception
Individualization
Interactivity
Framework for Building Sustainable Customer Relationships
FunctionalIntimate
Evangelist
Time
Customer Relationship Life CycleCustomer Relationship Life Cycle
TIME
CO
NT
RIB
UT
ION
TO
P
RO
FIT
AB
ILIT
Y
Awareness
Exploration /Expansion
Commitment
Dissolution
Customer Experience (f)TimeCustomer Experience (f)Time
Functional
Intimate
Evangelist
TIME
CU
STO
ME
R P
ER
CE
PT
ION
Gen
eral
Pe r
s ona
l
Oth
e r
Customer Relationship Strategy
Branding
PLACE PRODUCT
Individual
PROMOTION PRICE
Interactivity
2Is and 4Ps
Price
Product
Place
Promotion
Individualization
Interactivity
E-Marketing Mix
BizReport, 2007, ranked by number of YouTube views, are:-
1. Cadbury - Gorilla Drumming - 5 million 2. Smirnoff – Green Tea Partay – 3.4 million 3. Ray-Ban – Catch Sunglasses – 3.2 million4. Blendtec – Will it Blend? – 2.7 million5. Lynx/Axe – Bom chicka wah wah – 2.6 million
Viral Marketing
BizReport, 2007, ranked by number of YouTube views, are:-
1. Cadbury - Gorilla Drumming - 5 million 2. Smirnoff – Green Tea Partay – 3.4 million 3. Ray-Ban – Catch Sunglasses – 3.2 million4. Blendtec – Will it Blend? – 2.7 million5. Lynx/Axe – Bom chicka wah wah – 2.6 million
Viral Marketing
Some viral attributes
1. Give away free stuff 2. Attach a simple tag at the
bottom of every message 3. Count on the power of the
network
Problem Solving Model
Design
Intelligence
Choice
ProblemSpaceAll
Issues
ProblemSpaceEthical Issues
ProblemSpaceAll
Issues
The Onion
Values
GOALS
STRUCTURE
CLIMATE
ENVIRONMENT
MarketplaceOther Teams
Culture CompetitionPressures
Clarity Commitment
Reward System
Reporting Relationships
Feedback System
Behavior Norm
Decision Making
Competition
Enthusiasm
Stress
Trust
Involvement
Flexibility
Collaboration Mission Philosophy
Accountability
Illustration: The Onion, Aguirre, 2003
Alice in Social Media Land"Cheshire-Puss, would you tell me, please, which social media to use?" – said Alice
"That depends a great deal on where you want to get to" - said the Cat
"I don't much care where -," said Alice.
"Then it doesn't matter which way you go," said the Cat.
Apologies to Lewis CarrollJLA © 2008
Demand Curve Shift With Brand Equity
VolumeEffect
Q2
Q1
P2P1 Price
Brand Equity
Leverage
Quantity
Price or Margin Effect
Brand Equity is the Premium that Consumers Pay for Your Products and Services...
…And, the Premium that Investors Pay for Your Company.
Measuring Brand Value
Medium Advantages Disadvantages
Websites/Personalized websites
Communicate rich, detailed information that users can navigate at will; can track users and customize site accordingly.
Narrow reach
Banner ads Link directly to buying opportunity; easy to me asure effectiveness; wide reach; potential for effective targeting
Low attention and click -through rates; short life; limited “pass -along” audience; very high clutter; fleeting exposure
Interstitials Catch users’ attention; link to buying opportunity Can annoy users; limited “pass -along” audience
Rich media Attention -getting; link to buying opportunity Can annoy users without broadband access
Dynamic ad placement Serves up customized ads to users in real time Difficult to execute well; can annoy users, o ther advertisers
Search engines Good credibility; high believability; guarantee of position available; significant audience at major sites
High competition; information overload; limited “pass-along”
Classifieds and listings
Relatively inexpensive, poten tial for wide exposure; qualified audience
Clutter
Opt-in e-mail High demographic selectivity; high credibility; significant flexibility; proven high click -through rates; absolutely inexpensive; some pass -along
Requires substantial user base before effect ive; high clutter
Mass e-mail High reach; inexpensive; flexible Low attention and significant resentment (spam image)
Customer service Interested parties asking for help, thus high targeting value; generates loyal customers
Very expensive to provide comp rehensive telephone, e -mail, and online support
Types of Online Media
JLA © 2008
Cons•Message’s Persistence >> Twinkies’
•Paradox of Information Age
•InfoGlut
•Reinforces real world bias-
•VirtualRoman Empire
•Enables Anti-Social Behavior
•Privacy
•Habit forming
•Hear no evil, see no evil, do not evilJLA © 2008
Cons - TWD
JLA © 2008
Data Smog
(Shenk, D. 1977), Data Smog:
Information Overload: Television, radio, fax, phones (regular calls, telemarketing, text, IM, pictures, video), advertising and junk mail.
JLA © 2008
Data Smog Device
(Milgram, S. 1979) Coping strategies:
1. Spend less time per input2. Disregard inputs3. Shift burden to others4. Block reception5. Filtering6. Create specialized institutions
JLA © 2008
Pros
Competitive Advantage - go where they ain’t
Participate in global knowledge network
Collaboration
Opens up new possibilities-creativity
Weapon of Mass Persuasion
Potential for Viral Marketing
CRM, BRM, FRM, PRM
Entertainment
Emergency JLA © 2008
Personal Use: Socially Speaking
Post updates about your passionate
Tell people what you enjoyTell a joke or invent a gameAsk only questions you really
want answers Be creative: Share a story or
make up one.JLA © 2008
Professional Use
Networking
Sales
Marketing
Business Intelligence
Then there is Niccolo
JLA © 2008
Price
Product
Promotion
Place
Brand
Customer Perceptio
n
Individualization
Interactivity
Framework for Sustainable Customer Relationships
FunctionalIntimate
Evangelist
Time
JLA © 2008
Entertainment
Real Life and Virtual Life
•Sell Cyber Real Estate for real cash
•Prosecute for virtual murder
Games
JLA © 2008
Tools: Usual Suspects
Meetup
MySpace
Others: Groups, Blogs. Wikis
Social Bookmarking
GeolocationJLA © 2008
All I need to know about social media
Share everything Play Fair Don't hit people Put things back where you found them Clean up your own mess Don't take things that are not yours Say you're sorry when you hurt somebody Wash you hands before you eat Flush Live a balanced life - learn some & think some & draw
some & paint & sing & dance & play & work everyday some
Take a nap every afternoon When you go out into the world, watch out for traffic,
hold hands & stick togetherJLA © 2008
Digital Universe
(Ryan Taylor 2003)
JLA © 2008
What Social Media will YOU use and WHY?
Questions?
JLA © 2008
