Measuring Social Media Impact Lessons from Knight Community Information Challenge
The Challenge of Social Media
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Transcript of The Challenge of Social Media
The Challenge of Social Media
Gianni CatalfamoEuropean Director, Social Media
What we’ll cover today
• What are Social Media
• Why you should care
• Social Media in the Marketing Mix
• Conclusions & discussion
What areSocial Media?
WAVE 1: WEB 0.0
The Eighties
Information
Share your knowledge
WAVE 2: WEB 1.0
The Nineties
Support
Share your experience
WAVE 3: WEB 2.0
Today
Attention
Share your life
Creating
Annotating
Interacting
Write a blogUpload pictures
Evaluate and share content on digg, del.icio.us
Write a blogUpload pictures
discuss onNewsgroups,
Forums,Mailing lists
Evaluate and share content on digg, del.icio.us
Social Media
YouTube
MySpace
BUT... IS IT JUST 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
THE INTERNET’KILLER APPLICATION
PEOPLE ARE
PEOPLE ARE.
!
0%
20%
40%
60%
80%
100%
USUK
GERFRA
ITA
CHN
0%
20%
40%
60%
80%
100%
USUK
GERFRA
ITA
CHN
Source: Universal McCann, Social Media Tracker, wave 3
sep 2
006
jun 2
007
mar
2008 Blog WRITERS
Source: Forrester research, sep 08
14
16
11
22
43
49
22
28
24
54
64
23
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Gen Y
All adults
THE GEN-Y IMPACT ON BUSINESSES
Recorded
Music
Sour
ce: P
ew Int
erne
t &
Am
eric
an L
ife P
roje
ct (
2007)
of patients use online support groups to discuss
medications and treatments with other
patients
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)
80%39%
Whyshould I care?
Who’d trust a blog?
Original article posted @4:38AM
Original article posted @4:38AM
Error 3 corrected @5:01AM
Error 1 corrected (2x) @5:22AM
Error 2 corrected @5:24AM
Nobody reads blogs!
Who is Mark
Russinovich?
31/10/2005
16/11/2005
Brands are love stories
Connecting people
Just do it
I’m lovin’ it
Enjoy!
One like no-one
Magic
About to break?
Broken !
What is the future of Marketing & Advertising
...as we used to know it ?
There isn’t any !Image credit: Simon Law, Montréal, Canada
Social Mediain the Marketing Mix
WE THEM
Campaign
Feedback
A traditional campaign
WE THEM
Campaign
Insight
A Social Media campaign
WHO are we targeting?
WHAT are their interests?
WHERE can we find them?
WHAT is our contribution?
HOW do we engage them?
CLEARLY
DEFINED
PROFILES
WHO are we targeting?
WHAT are their interests?
WHERE can we find them?
WHAT is our contribution?
HOW do we engage them?
DEVELOP
A GOOD
SEARCH
SEED
WHO are we targeting?
WHAT are their interests?
WHERE can we find them?
WHAT is our contribution?
HOW do we engage them?
MAP &
MONITOR
COMMU
NITIES
WHO are we targeting?
WHAT are their interests?
WHERE can we find them?
WHAT is our contribution?
HOW do we engage them?
HAVE WE
GOT ONE?
WHO are we targeting?
WHAT are their interests?
WHERE can we find them?
WHAT is our contribution?
HOW do we engage them?
THEIR
SANDBOX,
THEIR
RULES
Examples
:MY WEBSITEDOES NOT
APPEALTO THENEWESTCROP OF
HOLDERSSTAKE
Q
STRATEGYPROMO
INFRASTRUCTURE
CONTENT
TIONAL
CAMPAIGN
STARTS
Multicentrum
Supradyn
Q:HOW
MAY I
TU
RN
INTO
ADVOCATESTH
EM
?
MADETAILOR-
LEADERS!
WHO TALKS WHERE
Q:WHATIS
THE
PERFECTPOSITIONINGP
FORMY
NEWPRODUCT?
PROFILESVALUES
&
OFFLINE
PROFILES & VALUES
OPTIMAL POSITIONING
ONLINE AND
Conclusions& Resources
Lesson 1
Lesson 2
+++How easy ! it to...
?
Lesson 2
+How easy ! it to...
START A CONVERSATIONKEEP IT GOINGSTOP IT !
• Today, not tomorrow.
• Your stakeholders have changed, and now claim an active role in their relationship to your brand.
Conclusions
• 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.
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
• Son of GeekTalk (Gianni’s blog) http://sonofgeektalk.wordpress.com
• ACME Media Room (ACME Cars media room) http://acmepress.blogspot.com
Further reading - cont.
• Linked (Albert-Laszlo Barabasi)Plume Publishing, 2003
• We, the Media (Dan Gillmor)O’Reilly Publishing, 2004
• The Huffington Post complete guide to blogging (various)Simon & Schuster, 2008
• Social Media guides: RSS & MediaroomsPleon, 2008
The Challengeof Social MediaQu"tion Time !