Buddy Media OnMedia CEO Presentation Deck

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Michael Lazerow

This is the deck I used at my CEO presentation at OnMedia.

Technologie

Buddy Media plans, builds, promotes and monitors "app-vertising" campaigns on Facebook, MySpace, Bebo, LinkedIn, iPhone and other social networks.

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Buddy Media’s Premium Client Base Agencies Brands

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Case 18 Social Networking and Social Responsibility The Beginnings of Social Networking Early social- networking web sites started in the form of generalized online communities such as The WELL (1985), Theglobe .com (1994), Geocities (1994) and Tripod .com (1995). The goal of these online communities was bringing people together to interact in virtual “chat rooms” to share personal information and ideas, which served as the start of the “blogging” phenomenon. These sites included Classmates .com (1995), focusing on ties with former peers, and SixDegrees .com (1997), which focused on indirect ties. The sites had the capabilities of creating user profi les; sending messages to users stored on a “friends list”; and searching for other members with similar interests in their profiles. Although some of these features predated these web sites, this was the first time such functions were available in one package. Between 2002 and 2004, four social networking sites (SNSs) emerged as the most pop u lar form of these sites in the world: Friendster in 2002 (which Google tried to acquire in 2003), MySpace and LinkedIn a year later, and fi nally, Bebo. By 2005, MySpace had emerged as the largest such site and was reportedly getting more page views than Google. Facebook emerged in 2004 and grew exponentially. In 2005, Facebook opened to the non- U.S. college community and created externally developed applications that enabled graphing of a user’s own social network and the capability of linking social networks and networking. A Growing Global Trend Social networking continues to be one of the fastest- growing global trends. According to Pew Research Center’s Internet and American Life Project, “the number of those using social networking sites has nearly doubled since 2008 and the population of SNS users has gotten older.” Fifty- nine percent of Internet users claim to use at least one SNS— 92% of SNS users use Facebook, 29% use MySpace, 18% use LinkedIn, and 13% use Twitter. Most people in the world today have either heard of or actively use Facebook, Twitter, MySpace, LinkedIn, or one of the many other SNSs available to the public. Common uses for social networking include: staying connected with fellow users, following world news and gossip, and sharing opinions and life experiences. SNSs, however, are being used for commercial purposes often unknown to the user. Social Networking in the Corporate World Businesses gravitated toward social networking as an innovative marketing strategy around March 2005 when Yahoo launched Yahoo! 360°. Various SNSs have since sprung up catering to different languages and countries. It is estimated that there are now over 200 SNSs using these existing and emerging social networking technologies. This number does not include the niche social networks made possible by ser vices such as Ning. Twitter, launched in 2006, has eclipsed many other social network ser vices, even though it lacks some features that were consi.

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H W13109 IBM’S DIGITAL INFLUENCE PROGRAM Asha Kaul and Varun Thappa wrote this case solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality. Richard Ivey School of Business Foundation prohibits any form of reproduction, storage or transmission without its written permission. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Richard Ivey School of Business Foundation, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail [email protected] Copyright © 2013, Richard Ivey School of Business Foundation Version: 2013-04-16 In the first week of August 2011, Sumita Bajaj, director of Marketing and Communications, IBM India, was reassessing the growth and development of the Digital Influence program, which had been conceptualized in the fall of 2009. The project’s aim was to use social media to increase the share of voice and reach of IBM’s five software brands (Rational, WebSphere, Tivoli, Lotus and Information Management). In the past year, planned and concentrated work had shown positive results. Now, the challenge was to engineer sustainability into the approach. On August 16, 2011, in dialogue with Roshni Sengupta, Digital Strategy and Marketing manager, IBM Software Group, India/South Asia, (see Exhibit 1), Bajaj asserted that IBM’s achievements, though commendable in such a short time, were not unexpected. However, the objectives of the digital influence strategy—an increase in brand perception and the creation of technology evangelists— remained to be achieved. The Digital Influence program had been launched in February 2010, after almost eight months of planning. Seventy-five software subject matter experts (SMEs) were selected to help the firm achieve its desired objectives. Within a year, in 2011, share of reach for all the brands had improved substantially. Lotus had the maximum rate of increase at 1,933 per cent, followed by Information Management (IM) with 421.8 per cent. Although the percentage increase was as per the projections, Bajaj was hesitant about declaring victory at this point.Was the model sustainable? What challenges did IBM face in the implementation process? Would the current plan of operations help IBM gain market space and create technical evangelists? BEGINNING AND CONCEPTUALIZING IBM India had planned for the Rational Software Conference1 to take place in August 2009. It was expected that 7,000 chief information officers (CIOs) and their team members would attend. In June, the marketing group met to organize and address issues related to social media ...

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