agenda
1. the value of social media to people
2. opening your platform
3. a working model
4. the new roi
what is social media?
social media is active sharing online
the filter factor
massive amounts of content
friends/community are the filter
140 people define what products, what’s news
the influence of friends
facebook: a trusted environment
authentication
mark zuckerberg, a 19-year-old from harvard founded facebook
privacy control: must exchange permissions to see more info about me
one vast network of 50,000 networks
more and more value the more your friends use
creates value for everyone
make brand part of a network
opens brands to entire community
hackathon: engineers present their ideas
best idea gets pushed to the site
number 1? photo sharing site
f8 platform
30,000 developers and over 1500 applications
behavior benefits for marketers
very vocal community
more passionate when they know that the opinion they share changes something
how do you leverage the brand around handraisers?
survey
1,000 respondents in 29 minutes
403,211 consumers have victoria’s secret pink in their profile
16,293 consumers have levi’s in the profile
taking 200 words that best define your brand for people who are closest to you
every 48 hours, users are updating their profile
using a brand to help define your brand
there’s a lot of noise in the marketplace about viral marketing
there’s a lot about why; there’s not a lot about how
a working model
1. create
2. seed
3. connect
4. spread
5. discover
a great idea wins
“i don’t hate advertising. i just hate advertising that sucks”
advertising is a four-letter word
if the content becomes so meaningful, it’s no longer a cost: it’s a benefit
pepsi: design a can campaign
target: catalog distributed to college students
smile state
crest whitestrips
50 universities closest to a wal-mart
premiere screenings and concert for biggest community around this
exponential growth in sales at the wal-marts
2. seed the content
make it available and hope that it takes off
each connection creates 260 viral impressions?
the power of share is so valuable
discover a richer environment to collect data and insights
gender, age, geography, network type, graduation year, activities, interests, favorite music
the new roi: return on involvement
creative involvement: connect with people who identify with your brand
trusted referrals: give a reason to share
go viral: watch your message spread
discover more: get new consumer insights
leverage what comes out of it
3. best practices
be a part of the experience. don’t scream from the sidelines. don’t be disruptive; be inclusive. it’s a great experience to share your brand
maintain a daily dialogue. over 50% of our users are on our site every day
instant information from a qualified group of people
it’s not everything to everybody. it’s a snapshot
create a panel
the community polices content
the difference between a myspace user and a facebook user
facebook: info flow for people you know
myspace; profile for people you’ll never meet
we have the ability to approve or reject advertising
we think it’s better to turn away business than for it to have a negative effect on the community
what is web 3.0?
web 2.0 + mobile 1.0
there’s an amazing opportunity to create collective intelligence
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