21. Belong to a social network 6.5M Used video to make a decision 6.5M Read a blog 6.8M Read a wiki 6.9M Uploaded a photo 7.2M Viewed a social profile 7.7M Read product reviews/discussions 9.8M Source: Nielsen Online Consumer Generated Media Report 2008-2009
22. % people trust completely or somewhat Source: The Nielsen Company, July 2009 70% Online opinions 90% Known people 70% Brand websites
44. How can you be Interesting Useful Relevant Valuable
45. Individuals define the value Social media is customer feedback It’s not rocket science It’s not about technology Every brand wants a piece of it It’s about to get cluttered Listen & respond It’s a new media landscape
46. Social media is customer feedback How interesting & useful are you?
47. Simon T Small Senior Planner, Visual Jazz @simontsmall [email_address] blog.visualjazz.com.au @thevisualjazz
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Notes de l'éditeur
In the beginning….
Location, function, price… Recommendation & WOM Had to make sure the product/service/offering great. Research, focus groups, acceptance testing
Mass media came along…
Tv, radio, print Emotion, stretched truths, etc Even if we had limited REAL value
With the customer at the centre of everything we do. Product development - Market research, Design, Testing Improved communications Price points Locations
Things started to change…
Early Adopters Small niche groups, not massive reach Forums & Blog Origin of the internet Google first social media platform Site’s ranked by number of links Very low level reach Organisations weren’t worried
MySpace triggered a change…
Organisations started losing control of their message. Traditional media still works. We’d done it for years.
Organisations started losing control of their message. Traditional media still works. We’d done it for years.
Provide more real value. Listen more. Change. Talk when needed.
Advertising starts to become less valuable But it’s still important
Tv, radio, print Emotion, stretched truths, etc
Companies without value wont survive. All the channels work But if you’re no relevant they’ll tell each other. No matter what you tell them.
Organisations started losing control of their message. Traditional media still works. We’d done it for years.
It’s sustainable. Genuine. Simple. Because so many brands still aren’t doing the basics. Technology will continue to outpace agencies & clients. Becoming more customer centric will outlive any smart Tweeting strategy.
Growing at 500/day Started a few months ago 45,000 + fans No advertising No magic pill Just a cool brand