HEADING TOWARDS THE FUTURE ASLEEP AT THE WHEEL

MTV History

VIDEO KILLED THE RADIO STAR

MTV Future

SOCIAL MEDIA KILLED THE VIDEO STAR

– YOU ARE TOO LATE FOR THIS

VIACOM IN $ 1BLN COPYRIGHT SUIT VS YOUTUBE –YOU ARE A SORE LOSER

…AND TEENS WILL HATE YOU FOR THIS

YOU DON‘T UNDERSTAND YOUTH CULTURE ANYMORE

EXHIBITIONISM

VOYEURISM

EXCHANGE

YOU ARE LOOSING YOUR HERITAGE

… AND YOU DON‘T UNDERSTAND YOUR BUSINESS ANYMORE

YOU ARE BUILDING COMMUNITY BRANDS (HUBS)…

…AND MANAGE COMMUNITIES

…OTHERS ARE CURRENTLY DOING IT BETTER

INTEGRATING

th

…EVEN COKE IS DOING IT BETTER!!!

THE MYSPACE PARADOXON

…MYSPACE DEPENDS ON YOU AND YOU DON‘T SEE IT

…AND YOU ARE PUSHING THE BETTER ONES - *tststs*

…ITS TIME TO WAKE UP!

IT‘S THE END OF PURE VERTICAL INFLUENCE

B C B C B

C

C

Transaction Marketing Relationship Marketing Interactional Marketing

Functional Productbenefit Emotional Productbenefit+ Functional Productbenefit

Social Productbenefit+ Emotional Productbenefit

+ Functional Productbenefit

The Social Network Community Industry

Global Trends 2007+!

s

Visual Communication

Web 2.0

Social Bookmarking

(Mobile-) TaggingMobile Widgets

Mobile Communities

Second Life

Social Gaming

Open InnovationCrowd Sourcing

Location Based Services 2.0

Dynamic SearchEngine Marketing

YouTube-Research

Consumer Generated MediaWifi-Communities

Word-of-MouthMarketing

Brandience

Embedded Branding

TivO

P2P

CrossMobile

Consumer-Control

Mediafragmentation

Dynamic Pricing

Geo-Blogging

Scienfotainment

Live-Research

Brandtainment

Earthmarketing

Search for Meaning

Jetrosexual

Sceptizism

Info-Overload

Geo-Gaming

Geostreaming

Disruption

Gameplacement

Mobile Blogging

Product-Kits

Self-Reliance

Local Customization

Business Blurring and Convergence

RFID

Planned Spontaneity

50+Flocks/GreyCommunities

Parasite Kids/Singles

Mobile-Cocooning 2.0

Retro-Obsolescence

Social Brand Politics

Glocalisation

Third Place

Social-Branding

Source: Brand Science Institute/ N=1136

VillagingGeo-Communities

Ethnic-Communities

everything

Challenges

LOT‘S OF FISH IN THE SEA

SHRINKING COOLNESS

Quelle: Northeastern University

LONGER COMMUNITY

GROWTH CYCLES

INNOVATION GAP FOR 3-4 YEARS

ANTHROPOLGY vs.

TECHNOLOGY

ABER!DANGER OF PARA-SOCIAL GROUP BEHAVIOR

CULTURAL DIFFERENCES

RESEARCH?

MARKETING?

ADVERTISING?

PR?

Opportunities

2006

2007

2010

$95$350

$205

$865

$2150$710 $70 $780

$90 $2240

Social Network Community „Ad“ Spending

Note: Definitions includes general social network sites where social networking is the primary activity, social network offerings, vertical social network devoted to a specific hobby or interest, and social networks created by a marketer that are either stand-alonesites or part of a larger marketer site. In all case, figures include online advertising spending as well as fees paid to social networkingventures for site or profile page development

Europe

US

Convergence Budgets Source: Emarketer/Komjuniti

TOP ADVERTISERS SHIFTING

BUDGETS INTO SOCIAL NETWORK

COMMUNITIES

NEW ADVERTISING

MODELS

NETWORK BASED ADVERTISING CONTEXT

P

PLVS RLT

I

II

IIIIV

V

AWAKINGEUROPEAN COMMUNITY CLUSTERS

STICKINESS OF COMPETITORS TO

COMMUNITY MODELS

How did we help the industry lately?

EBAY WORLDSHOPPING

NIKE GEO-GAMING

COCA-COLA ENTERTAINMENT

NOKIA MOBILEBLOGGING

MACY‘S TAXI COMMUNITY

MTV SHAZAM

This isn‘t the sort of thing we show oursenior management…

Puuhh - We areproducing contentnot social networks

We have already gotsend-to-a-friend e-cardsand MTV Overdrive

More community members everyday….

„The Changing Paradigma“

…what are the reasons

Source: Spiegel

Consumers Learn

DECENTRALIZATION

LOW COST

COMPLEXITY

CONSUMERS ARE FREE OF BIAS BORN OF THE DESIRE

FOR A SALE – THEY BELIEVE MORE IN WHAT

OTHER CONSUMERS SAY!

…what are social network communities?

A community usually refers to a group ofpeople who interact and share certainthings as a group, in which intent, belief,resources, preferences, needs, risks and a number of other conditions may be present and common, affecting the identity of the participants and their degree of adhesion.

…main factors?

LUCK?

…let me ring up Sumner Redstone...

God knows what weare going to do withMySpace… (July 2006)

This thing may be worth$6 billion! (Nov 2006)

MONEY?

No!

Community

Shared Interest/ Motivation

Space of Interaction

Interaction Members/ Networks

…what is interaction?

ONLY ONE-TO-ONE OR FACE-TO-FACE

INTERACTION?

No!

COMMUNICATION IN ONLINE AND OFFLINE

ENVIRONMENTS

OBSERVATION OF OTHERS

…how do social network communities grow?

…a little bit of history!

15% of all conversations involve brands and products40% of all conversations are about media

SELF-REPORT

1-DAY PROXIMITY

Quelle: MIT Media Lab

1.004.727.825 Conversations

INNER OUTER

Quelle: Northeastern University

G0 G1 G2 G3+

18x 1.7x ??

Quelle: Northeastern University

…who are the driving members?

Connectors?Mavens?

Opinion Leaders?Trendsetters?

Hubs?Influentials?

Alphas?Bees?

Sneezers?Heavy Loyals?Lead-Users?

THE TRENDSETTER?

THE EXPERT?

THE HEAVY LOYAL?

No!

THE LIGHT LOYAL:LUCY!

...?

NETWORKS

TIE STRENGTH DENSITY

„sparse“ network

„dense“ network

2 CRITERIA OF NETWORKS ARE IMPORTANT FOR THE FLOW OF INFORMATION!

THE STRENGTH OF WEAK TIES

Quelle: Hufnagel 2004; Granovetter 1973

LUCY‘S MOTIVATION TO INTERACT?

PURPOSIVE VALUE?

ALTRUISM?

SELF-DISCOVERY?

ENJOY TALKING?

SOCIAL ENHANCEMENT?

ENTERTAINMENT?

...what are people really talking about?

SECRETS

SHOCK

SURPRISE

...what could we learn?

Interaction Motives

Best of luck

Self-Discovery Low product/brand involvement

Enjoy Talking(self-assurance)

Difficult to control and stimulate

Social Enhancement(emotional/cognitive)

Entertainment (information incongruence)

Potentially powerful

Hard to conceptualize

Marketing Management Interaction Target Groups

Altruism

Purposive Waste of money

The ultimate question:

WILL OUR INFORMATION REALLY MAKE LUCY LOOK GOOD?

…the space of interaction?

MOBILE ONLINE OFFLINE

…any preferences?

Time of informational spread

Coverage

Media 1.0

Scatterin

g loss

Web 2.0

+

+

+

Arbitrage

Mob 2.0

…key community success factors?

ORGANIC AMPLIFIEDover

CONVERSATION ANNOUNCEMENTover

IDEAS INVESTMENTover

LONG TAIL MASS AUDIENCEover

SHARE PROTECTover

PRESENT SUBSCRIBEover

EARLY AVAILBILITY CORRECTNESSover

SELECT BY CROWD EDITORover

HONEST VOICE CORPORATE SPEAKover

EXPERIENCE PUBLICATIONover

LINK PRODUCTover

…most important…

MITWIRKUNGSEFFEKT –HAWTHORNE EFFECT

Top myths about social network communities

INVITE EVERBODY & ANYBODY

No!

CONCENTRATE ON YOUR

ADVOCATES

BLOGS = COMMUNITY

No!

COMMUNITY = PEOPLE

BUILDING COMMUNITIES WITH NEW CUSTOMERS?

No!

CONCENTRATE ON LIGHT-LOYALS

CORPORATE BRANDS ARE THE MAIN DRIVERS FOR COMMUNITY BUILDING?

No!

CONSUMERS TAKE PART AS COMMUNITY MEMBERS OF

THEIR BELOVED SUB-BRANDS

COMMODITIES COULD NEVER BECOME COMMUNITIES

No!

commodity

good

service

experience

community

SURE, COMMODITIES CAN BECOME COMMUNITIES

OBVIOUS NORMS ARE A SIGNAL FOR HEALTHY

COMMUNITIES?

No!

NORMS OFTEN RESULT IN PRESSURE AND REACTANCE OF COMMUNITY MEMBERS!

COMPANIES SHOULD SUPPORT COMMUNITIES ACTIVELY AND VISIBLY?

No!

BE THE SMART MODERATOR-LEAD THE CONVERSATION

THERE IS ONLY SPACE FOR JUST ONE BIG COMMUNITY

IN THE INDUSTRY?

No!

COMMUNITY COMPETITION HELPS CONSUMERS TO

MAKE DISTINCT DECISIONS

COMMUNITIES ARE STRONG AND LAST

FOREVER

No!

STICKINESS TO THE SYSTEM COULD ERODE THE COMMUNITY IN THE

LONG RUN

COMMUNITY BASHING IS

DANGEROUS

No!

COMMUNITY MEMBERS FIGHT AGAINST

BASHING AND KICK INTRUDERS OUT

…hmmm

They are not like us

As long as we candelete the negative stuff!?!?!Regulatory issues

won‘t let us do this!!!

As long as we candelete the negative stuff!?!?!

STILL FEAR OF THE UNKNOWN?

…OR TOO SLOW?

…ok, learn from the bad!

…ok, learn from the bad!

– YOU ARE TOO LATE FOR THIS

…got it?

Space of Interaction

Brand Related Values

Member/Benefits

Shared Interest

Interaction

What‘s our reachwith communities?

Does this give usthe same ROI as advertising?How do we know our

community is working?

Show me the money!

SHOW ME THE MONEY!

…first off all we show you what you get!

…constantly control!

OUR COMMUNITY CONTROL CENTER

… some measures we use and invented!

NET PROMTER SCORE

• Median Net Promoter™ Score, all industries: 16• Median Komjuniti Net Promoter™ Score: 31

“How likely are you to recommend to a friend or colleague in the future?”

Extremely Likely

Extremely Unlikely

10 9 8 7 6 5 4 3 2 1 0

Promoters DetractorsPassively Satisfied

Net Promoter ™ Scoring

COMMUNITY VALUE CREATION INDEX

SALES CLIMATE FORECAST

…reporting on a daily, weekly, yearly basis!