Alexander Miller, Team Lead Advertising Sales Ciao UK, spoke about ‘Social Advertising: what is it, who is doing it and why does it work?’ at Internet World 2011. Discussing the notion that consumers are the most influential source of advice for people making purchases online, he looked at what this means for companies looking to build effective social media campaigns. The talk took place at 13h10-13h40 on Wednesday 11th May 2011.

1. Social Advertising: What is it, Who is doing it And why does it work?

2. Partying Like It’s 1999 "History has shown that whenever companies, no matter how great, get priced above 50 to 60 times earnings, buyer beware.” Wall Street Journal, October 2007

3. Tim Berners-Lee “The original thing I wanted to do was make [the world wide web] a collaborative medium, a place where we [could] all meet and read and write”

4. The New Internet ECONOMY Ownership Possession Property Shopping SOCIETY Friends Relationships Community Economy The internet has changed from an ECONOMY into a whole SOCIETY.

6. Consumers are faceless nobodies that provide brands with money

8. Consumers have the power to strengthen or weaken a brand

10. How to Solve The Problem Display Advertising? Create a facebook page? The Social Break-Up 81% of US users have either “unliked” a company or removed a their posts from their News Feed.

11. Advertising in the Social Era Don’t intrude on people’s social time Earn people’s attention Handle people with respect and give them something fun to do. Engage people

13. NMA, April 2011 Social media campaigns can be fun, but are they worth anything? Paul Kitcatt “… real social commerce … is about ratings and reviews, recommendations and referrals” Ilana Fox

15. HP Case Study, Ciao UK

18. Confident about setting up

19. Very articulate manner on the phone.

20. Enthused at the idea of being HP reviewer

22. History of tech reviews.

23. Extremely articulate manner on the phone

24. Confirmed confidence of setting printer up.

26. “68% of respondents believe it’s important that a product has good reviews from other consumers” newmediaage March 2011

27. BEFORE Big companies, big broadcasters, big banks High open rates on email marketing High CPMs on all media NOW Consumer empowerment Shift control to users in exchange for reach

28. “…in the past, brands were always this untouched entity that provided you a service, brands are now people that have feelings, and care about your feelings and you can either be their friend or not be their friend.” Mike Germano, Founder of Carrot Creative

29. Thank you! Alexander Miller Head of Advertising Ciao UK alexmill@microsoft.com Ciao Commerce Division Microsoft Deutschland GmbH16 Dufours Place London Ciao on the Internet: http://ciao.co.uk http://www.ciao-group.com http://twitter.com/ciao_uk http://www.facebook.com/ciaouk