Social Networks

IAB WorkshopJune 2008

About Me

David Hachez

www.theafter.be/

Today

• Social Networks• Xbox Case• Attentio

Definition

• Social networking websites are sites that allow internet users to have the ability to add user-generated content such as: comments, reviews, feedback, ratings, pictures, video or their own dedicated pages.

Social networking is word of mouth

Scott Otte - Wrangler

The social media brief

"My client wants to create a Facebook group. Develop a blog. Reach out to possible audience on YouTube. Can you send us a price estimate?

For tomorrow? Thanks!"

Rolling Talks

The Break Up – part 1

TIME & SPACE

24/7 - WW

NETWORKS

One to all & P2P

ENCODING

∞

CONTRIBUTE

Review, Rate & Publish

SEARCH

Find & Retrieve

Another Definition

• Think about how you use the Web right now compared to six years ago.

• Now think about how our children are using it.

Social Media is the innovation of our time. Whether or not the internet becomes a mass media is irrelevant. Our behavior and the behavior of future generations has been irreversibly altered.

David Armano

Youcracy

David Armano

IsolationScott Otte

CommunicationScott Otte

CollaborationScott Otte

Communication Information Entertainment

Surfing Transactions Creation

Surf is over, Life took over

38% 22% 17%

8% 7% 5%

Caroline Vogt – Microsoft Research

What’s in it for the marketer?

Why does it matter?

Credibility of People’s opinion

2 %

98 %

Emarketer.com

Social is the new currency

Top 20 Websites on 25-44 Belgian

Comscore

Meeting people

Google Trends

Finding a Job

Google Trends

Entertainment

Google Trends

Getting informed

Google Trends

How can I fit in that picture?

As a marketer

Evolution

“In the struggle for survival,the fittest win out at the expense of their rivalsbecause they succeed inadapting themselves bestto their environment.”

Charles Darwin

David Armano

David Armano

Context

David Armano

Behavior

Youcracy

Share of conversations

is the new (battle) challenge

Cases

Offense: Dove

Product

Experience

Value

Source: Forrester

Offense: Dove

Product

Experience

SharedExperience

SocialMarketing

Value

CostsProduct, Place,Price, R&D,Production

Promotion,Branding,Loyalty

Source: Forrester

Offense: Dove

SocialMarketing

Value

CostsProduct, Place,Price, R&D,Production

Promotion,Branding,Loyalty

Product

Experience

SharedExperience

Loss

Profit

Source: Forrester

Offense: Dove

SocialMarketing

Value

Costs

Loss

Profit

Product, Place,Price, R&D,Production

Promotion,Branding,Loyalty

Product

Experience

SharedExperience

Source: Forrester

Offense: Dove

SocialMarketing

Value

Costs

Loss

Profit

Product, Place,Price, R&D,Production

Promotion,Branding,Loyalty

Peers

Product

Experience

SharedExperience

Source: Forrester

Offense: Dove

SocialMarketing

Value

Costs

Loss

Profit

Product, Place,Price, R&D,Production

Promotion,Branding,Loyalty

Peers

WOM

Product

Experience

SharedExperience

Source: Forrester

Offense: Dove

SocialMarketing

Value

Costs

Loss

Profit

Product, Place,Price, R&D,Production

Promotion,Branding,Loyalty

Peers

WOM

Co-creationProduct

Experience

SharedExperience

Source: Forrester

47%

25%

28%

Financial services firms

SocialMarketing

Value

Costs

Loss

Profit

Product, Place,Price, R&D,Production

Promotion,Branding,Loyalty

Product

Experience

SharedExperience

Source: Forrester

47%

25%

Defense

SocialMarketing

Value

Costs

Loss

Profit

Product, Place,Price, R&D,Production

Promotion,Branding,Loyalty

Flog

Product

Experience

SharedExperience

Source: Forrester

Flog

47%

Serviceerror

Defense

SocialMarketing

Value

Costs

Loss

Profit

Product, Place,Price, R&D,Production

Promotion,Branding,Loyalty

Product

Experience

SharedExperience

Source: Forrester

Consumerreview

Defense

SocialMarketing

Value

Costs

Loss

Profit

Product, Place,Price, R&D,Production

Promotion,Branding,Loyalty

Product

Experience

SharedExperience

Serviceerror

Flog

Source: Forrester

Defense

POST

People

Objectives

Strategy

Technology

Isolated

Low cost

Product

Monitor,Respond

Offense

Networking

High value

Story

Network,Enabling

Source: Forrester

Xbox Case

Social Networks

experiences

My Network(s)

www.facebook.com

Banking together

www.zopa.com

Uber Social

www.ubervu.com

Working together

www.acrobat.com

Working together

www.zoho.com

Knowledge sharing

www.slideshare.net

Collective knowledge

www.wikipedia.org

Collective search

www.mahalo.com

Collective life

www.dipity.com

Instant audience

www.twitter.com

Broadcast now

www.ustream.tv

SOCIAL IN THE GENESSOCIAL IN THE GENES

The Break Up part 2

Future

Web 3.0

"We've been voted the best marketer of the 20th century, but that's because we were the biggest shouters. In the 21st century, we want to be the best listeners."

Greg Icenhower P&G 2001

Sources / Inspiration• David Armano –

Logic+Emotion• Mark Taylor –

Wunderman• Caroline Vogt – Microsoft• Scott Otte – Wrangler• Japp Favier – Forrester• Youcracy – GoViral• Joseph Jaffe• The web…