New challenges facing Brand Marketers in Social Media. Social Graph Mobile Arms Race incl iAd Location incl Foursquare iWOM + WOM Social Media Tracking Entrepreneurship vs procurement thinking. Presented at the iMedia Brand Summit 2010.

1. Breaking New Ground
iMedia Brand Summit 2010
Closing Keynote
Mike Langton
Innovize.

2. Ran embedded video
http://www.youtube.com/watch?v=sIFYPQjYhv8

3. 1. The Graph
2. The Mobile Arms Race
3. The Most Powerful Medium
4. Convergence 3.0
5. Brand Marketer Challenges

4. 1.
The Graph

6. Destination Web Social Web
Specific Sites Our Network

7. Destination Web Social Web
Specific Sites Our Network

8. The rise of the
Social Graph

10. Social Media =The Graph.

12. Algorithms
+
Filters

13. Who will be doing your filtering?

14. 2.
Mobile

16. Convergence your TV?

17. Convergence your smartphone!

18. 79%
51%
49%
21%

19. Smartphones sales SG last 6 mths?

20. 70 – 80% of all handset sales

24. That’s 4 Billion

25. …and we do more than play games

26. Do you check or update
Facebook, Twitter
1st thing in the morning?

30. Mobile drives social media
Social media drives mobile

31. Social Media by Market in Asia
Data by ComScore April 2010

32. Singapore
Total Unique Visitors (000)
2,321,000
FACEBOOK.COM
Windows Live Profile
TWITTER.COM*
FRIENDSTER.COM
TAGGED.COM
LINKEDIN.COM
MySpace
MULTIPLY.COM
Digg Inc.
DEVIANTART.COM

33. China
102,518,000
Total Uni que Vi si tor s (000)
Bai du Space
QQ.COM Al umni
RENREN.COM
KAIXIN001.COM
QQ.COM Mi ni Wor l d
51.COM
KAIXIN.COM
Wi ndows Li ve Pr of i l e
QJY168.COM
MySpace

34. India
Total Unique Visitors (000)
25,870,000
ORKUT
FACEBOOK.COM
SULEKHA.COM
IBIBO.COM
BHARATSTUDT
ZEDGE.NET
TWITTER.COM*
LINKEDIN.COM
HI5.COM
DIPITY.COM

35. Vietnam
Total Unique Visitors (000)
3,098,000
FACEBOOK.COM
TAMTAY.VN
1280.COM
MULTIPLY.COM
MySpace
HI5.COM
CyWorld
MYBOOKFACE.NET
SCRIBD.COM
TWITTER.COM*

36. Malaysia
Total Unique Visitors (000)
8,054,000
FACEBOOK.COM
MySpace
FRIENDSTER.COM
TAGGED.COM
Windows Live Profile
TWITTER.COM*
MULTIPLY.COM
SCRIBD.COM
WRETCH.CC
ZEDGE.NET

37. Indonesia
Total Unique Visitors (000)
5,965,000
FACEBOOK.COM
MULTIPLY.COM
TWITTER.COM*
FRIENDSTER.COM
SCRIBD.COM
Yahoo! Meme
MySpace
TAGGED.COM
DEVIANTART.COM
Digg Inc.

38. Philippines
Total Unique Visitors (000)
3,980,000
FACEBOOK.COM
FRIENDSTER.COM
MULTIPLY.COM
TWITTER.COM*
MySpace
TAGGED.COM
Yahoo! Meme
DEVIANTART.COM
ZEDGE.NET
FORMSPRING.ME

39. South Korea
Total Unique Visitors (000)
19,032,000
CyWorld
Nate.com Flying
FACEBOOK.COM
TWITTER.COM*
Windows Live Prof
Paran.com Club
HI5.COM
MySpace
Mail.Ru - My World
FRIENDSTER.COM

40. Japan
Total Unique Visitors (000)
31,959,000
MIXI.JP
TWITTER.COM*
FACEBOOK.COM
LOCOCOM.JP
Hatena - Bookmark
SPYSEE.JP
MySpace
Windows Live Profile
Gree
MBGA.JP

41. Thank you ComScore

42. Now there’s this

46. The Arms Race
The Deluge
The Opportunity

49. “…throughout the iPhone community that’s 1 billion ad impressions a day.”

50. Ran edited version of Steve Jobs’
iAd “Tentpole” Announcement
http://events.apple.com.edgesuite.net/1004fk8d5gt/event/

54. Twitter Apac
Total unique visitors '000
17,825,000 Japan
India
Indonesia
South Korea
Australia
Philippines
Malaysia
Singapore
New Zealand
Taiwan
Hong Kong
Vietnam
China

55. Interruption offends

56. Interruption offends
Mobile phones are “intimate”

57. Who develops all those apps?

59. Who will be building your apps?

60. 3.
Most Powerful Medium on Earth

65. Ran embedded video
http://www.youtube.com/watch?v=5YGc4zOqozo

66. Who do you trust?

69. Word Of Mouth and iWOM

70. Caution:
90% of WOM is still F2F or Phone

72. The most important thing to do…

73. Listen.

75. There’s a lot of chatter going on

76. Nike & Tiger Woods

77. Sentiment from 24 Nov ’09 to 6th March ‘10
20-01-2010 Nike
Launches New
Golf Club line
Sentiment drop on 20 Jan 2010 - Very Negative sentiments were observed in
buzz related to launch of the new Nike Golf Club Line, without Tiger Woods.
Insight for Brand Owner : Nike Golf’s image is closely interlinked with Tiger
Woods and his endorsement is still needed despite the sex scandal

80. Enterprise - LSE
• 1% rise in positive word-of-mouth
advocacy led to £8.8m in extra sales
• 1% reduction in negative word-of-mouth
led to £24.8m in extra sales

81. Who do you talk to?
1. People who don’t love you
2. People who do love you
3. People who don’t love your competitors
4. People who love your competitors

82. The “Net Promoter” score.

83. “would you recommend our
service to a friend or colleague?”

84. The “Net Promoter” score.

85. Who does your listening?

86. Who advises you on your response?

87. 4.
Convergence 3.0

90. FOURSQUARE
Total Unique Visitors 172,000
(000) Japan
India
Indonesia
South Korea
Australia
Philippines
Malaysia
Singapore
New Zealand
Taiwan
Hong Kong
Vietnam
China

92. Retail SM iWOM
Mobile

93. 5.
Brand Marketer’s Challenges.

94. Engagement Strategy

95. Successful companies in SM behave
more like Dale Carnegie
less like David Ogilvy
Erik Qualman - Socialnomics

96. Listening well enough

97. Content…

98. Ad / digital agencies?
Expertsourced?
Crowdsourced?
User generated?
Specialist companies?

101. Ad / digital agencies?
Expertsourced?
Crowdsourced?
User generated?
Specialist companies?

102. Content Strategist
Content Planner
Content Buyer

103. Procurement Vs. Entrepreneurship

104. Summing Up
• The Social Graph - who will filter it for your purposes?
• Mobile ads will boom - be considerate.
• Word of Mouth is Powerful - Use Online + OTG
• Location Power = Mobile + Retail + Social Media
• Engagement & content - why, how, what, where from?
• Make sure Procurement is trained & on-side.

106. Thank You.