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Conversation 2.0
Social Marketing and You
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Life and death in the age of social media
Conversation 2.0
© 2007 frog design. confidential & proprietary. Oct 15,, 2007 3
Life and death in the age of social media
Conversation 2.0
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Life and death in the age of social media
Conversation 2.0
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Life and death in the age of social media
http://friction.tv/debate.php?debateno=549
Conversation 2.0
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Life and death in the age of social media
Conversation 2.0
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Life and death in the age of social media
Conversation 2.0
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Life and death in the age of social media
2,600 blogs
> 1,000 inbound linkks 100,000,000
< 20 incoming links
400,000 blogs
> 20 inbound links
“The blogosphere is
wild, violent, and nasty,
and it can kill you."
Conversation 2.0
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What’s happening?
Credibility on the Internet is no longer an exclusive domain that belongs to companies and
publishers, but now belongs to everyone who wishes to participate and engage with it.
The Social Web revolution is challenging conventional media channels, and forces companies to
re-think their traditional Marketing and Communication strategies.
Micro
Social
Viral
Transparent
Hybrid (Prosumer, Fansumer)
Conversation 2.0
© Geoff Livingston
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The three rules of the Cluetrain Manifesto
1. Markets are conversations.
2. Markets consist of human beings, not demographic sectors.
3. Conversations among human beings sound human. They are conducted in a human voice.
Conversation 2.0
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From branding to live brands
From messages to conversations
From user-targeted to user-generated
content
From stars to social butterflies
From promoting value to creating added
value
Conversation 2.0
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From branding to live brands
Democratic. In the old days the power to inform was in the hands of a few giant media
companies. Now it’s in everybody’s hands.
Real. Conversations are carried out by human beings who write and speak in their own voices,
for themselves - not just for their employees.
Curious. Humans are distinguished by their unlimited capacity to learn. This should be no less
true of brands than it is of individuals.
Attentive. In the old days, brands wanted everybody to pay attention to them. Now brands need
to pay attention to everybody else.
Conversation 2.0
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The five rules of conversational marketing
1. The purpose of the conversation is to create and improve understanding and not to “deliver
messages.”
2. There is no “audience” in conversation, only partners.
3. People in conversations don’t repeat the same thing over and over – they move on.
4. Conversations are about listening and talking, not announcing.
5. Conversation is live, and constantly moving and changing.
Conversation 2.0
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Elevator pitch?
…we’re an
innovation
consultancy
…
…next time
I’ll take the
stairs…
Conversation 2.0
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What to talk about?
Cultural
Trend or
Truth
Brand’s
Best Self
BRANDTHE BIG
IDEAL
Conversation 2.0
© by Steve Hayden, vice chairman of Ogilvy Mather Worldwide
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What to talk about?
Cultural Trend or
Truth:
-Renaissance of the
curator
-Convergence of digital
and physical
- Convergence of
creative disciplines,
media, and business
functions
-Socially responsible
business
- Web 2.0
- Social Web
- Design Thinking
- Shorter product +
innovation lifecycles
Brand’s Best Self:
- Smart
- Passionate
- Adaptive
- Agile
- Fast
- Holistic
- Wildly creative
- Business savvy
- Empathetic
- Humanistic
BRAND
CREATIVE
BUSINESS IS
BETTER
BUSINESS FOR
EVERYONE (SHAREHOLDERS,
STAKEHOLDERS,
CONSUMERS)
Conversation 2.0
© by Steve Hayden, vice chairman of Ogilvy Mather Worldwide
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The conversation DNA
Conversation 2.0
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What you can do
ONLINE
Connect
Aggregate
Collaborate
Converse
OFFLINE
Meet
Greet
Present
Discuss
Conversation 2.0
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What is social marketing?
Leverage the power of the social graph
Conversation 2.0
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What is social marketing?
Turn business into friends Turn friends into business
Conversation 2.0
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What you can do….on the web
Social Networks Blogs / Micro-
Blogs
Social
Bookmarks
Virtual
Worlds
Events Slides Audio Video Photo
profile
frogblog Digg Second
Life
Upcoming Slideshare Odeo YouTube Flickr
frog profile
CNET blog Del.ic.ious There Eventful Blogtalk
Radio
Blogpiloten Zoomr
Design Mind group
Personal blogs Stumble upon Active
Worlds
Eventsites Podcasts Seesmic Smugmug
Facebook events Blog post
comments
Technorati Citypixel Craigslist Kyte TV Easy Share
XING profile Twitter Roleo Wold of
Warcraft
Justin.TV Dotphoto
XING group Jaiku Newsvine ON
Network
XING events Pownce YahoO!
Bookmarks
Videoegg
MySpace Mozes Furl Vimeo
LinkedIn profile Radar Slashdot Google
Video
LinkedIn group Moodgeist Simpy
LinkedIn Questions Raw Sugar
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What you can do…off the web
Design Mind magazine Events Articles/Papers Workshops
Online version (English) DMI Conference Paris form B-School workshops
Online version (German) Management Forum Starnberg DOMUS DMI
Print version (English) International Design Forum
Dubai
SZ German Design Conference
Deutscher Trendtag FAZ Wirtschaftswoche
German Design Conference Trendbuero Management Forum Starnberg
Mobile Mondays DMI Review
Frog Design Mind speaker series IDSA Innovation
FT Innovation Conference Kress Report
Milan Furniture Fair Horizont
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Speaker seriesPage & group
Event videos
(YouTube,
Facebook)
Newsletter
(online/print)
frog design’s conversation platform
frogblog
Conversation 2.0
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Facebook Fridays?
Conversation 2.0
If everyone spent just one hour every Friday to
log onto XING, Facebook, or LinkedIn, building
their networks, connecting with people in the
community, companies would
- Hire talent
- Drive incremetal traffic to their web properties
- Generate new business
Case in point: Serena Software ($255 million
business software firm) in San Mateo, California,
launched Facebook Fridays. The idea is for
Serena’s staff of 900 (average age, 41) to spend
an hour each week on Facebook – updating their
profiles, communicating with clients and
colleagues, and recruiting for Serena.
© 2007 frog design. confidential & proprietary. Oct 15,, 2007Client Name ProjectName25