Conversation 2.0

Conversation 2.0
Conversation 2.0 Social Marketing and You © 2007 frog design. confidential & proprietary. Oct 15,, 2007 1
Life and death in the age of social media Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 2
Life and death in the age of social media http://friction.tv/debate.php?debateno=549 Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 5
Life and death in the age of social media “The blogosphere is wild, violent, and nasty, and it can kill you.quot; 2,600 blogs 400,000 blogs > 1,000 inbound linkks > 20 inbound links 100,000,000 < 20 incoming links Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 8
What’s happening? Credibility on the Internet is no longer an exclusive domain that belongs to companies and publishers, but now belongs to everyone who wishes to participate and engage with it. The Social Web revolution is challenging conventional media channels, and forces companies to re-think their traditional Marketing and Communication strategies. Micro Social Viral Transparent Hybrid (Prosumer, Fansumer) © Geoff Livingston Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 9
The three rules of the Cluetrain Manifesto 1. Markets are conversations. 2. Markets consist of human beings, not demographic sectors. 3. Conversations among human beings sound human. They are conducted in a human voice. Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 10
From branding to live brands From messages to conversations From user-targeted to user-generated content From stars to social butterflies From promoting value to creating added value Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 11
From branding to live brands Democratic. In the old days the power to inform was in the hands of a few giant media companies. Now it’s in everybody’s hands. Real. Conversations are carried out by human beings who write and speak in their own voices, for themselves - not just for their employees. Curious. Humans are distinguished by their unlimited capacity to learn. This should be no less true of brands than it is of individuals. Attentive. In the old days, brands wanted everybody to pay attention to them. Now brands need to pay attention to everybody else. Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 12
The five rules of conversational marketing 1. The purpose of the conversation is to create and improve understanding and not to “deliver messages.” 2. There is no “audience” in conversation, only partners. 3. People in conversations don’t repeat the same thing over and over – they move on. 4. Conversations are about listening and talking, not announcing. 5. Conversation is live, and constantly moving and changing. Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 13
Elevator pitch? …next time I’ll take the stairs… …we’re an innovation consultancy … Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 14
What to talk about? Brand’s THE BIG BRAND Cultural IDEAL Best Self Trend or Truth © by Steve Hayden, vice chairman of Ogilvy Mather Worldwide Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 15
What to talk about? Cultural Trend or Brand’s Best Self: Truth: - Smart -Renaissance of the - Passionate curator - Adaptive -Convergence of digital - Agile and physical - Fast CREATIVE - Convergence of BUSINESS IS - Holistic BETTER creative disciplines, - Wildly creative BUSINESS FOR BRAND media, and business - Business savvy EVERYONE functions (SHAREHOLDERS, - Empathetic STAKEHOLDERS, -Socially responsible - Humanistic CONSUMERS) business - Web 2.0 - Social Web - Design Thinking - Shorter product + innovation lifecycles © by Steve Hayden, vice chairman of Ogilvy Mather Worldwide Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 16
The conversation DNA Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 17
What you can do ONLINE Connect Aggregate Collaborate Converse OFFLINE Meet Greet Present Discuss Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 18
What is social marketing? Leverage the power of the social graph Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 19
What is social marketing? Turn business into friends Turn friends into business Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 20
What you can do….on the web Social Networks Blogs / Micro- Social Virtual Events Slides Audio Video Photo Blogs Bookmarks Worlds Facebook frogblog Digg Second Upcoming Slideshare Odeo YouTube Flickr profile Life Facebook CNET blog Del.ic.ious There Eventful Blogtalk Blogpiloten Zoomr frog profile Radio Facebook Personal blogs Stumble upon Active Eventsites Podcasts Seesmic Smugmug Design Mind group Worlds Facebook events Blog post Technorati Citypixel Craigslist Kyte TV Easy Share comments XING profile Twitter Roleo Wold of Justin.TV Dotphoto Warcraft XING group Jaiku Newsvine ON Network XING events Pownce YahoO! Videoegg Bookmarks MySpace Mozes Furl Vimeo LinkedIn profile Radar Slashdot Google Video LinkedIn group Moodgeist Simpy LinkedIn Questions Raw Sugar Marketing as a Growth Champion © 2007 frog design. confidential & proprietary. Oct 15,, 2007 21
What you can do…off the web Design Mind magazine Events Articles/Papers Workshops Online version (English) DMI Conference Paris form B-School workshops Online version (German) Management Forum Starnberg DOMUS DMI Print version (English) International Design Forum SZ German Design Conference Dubai Deutscher Trendtag FAZ Wirtschaftswoche German Design Conference Trendbuero Management Forum Starnberg Mobile Mondays DMI Review Frog Design Mind speaker series IDSA Innovation FT Innovation Conference Kress Report Milan Furniture Fair Horizont Marketing as a Growth Champion © 2007 frog design. confidential & proprietary. Oct 15,, 2007 22
frog design’s conversation platform Page & group Speaker series Newsletter (online/print) Event videos (YouTube, Facebook) frogblog Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 23
Facebook Fridays? If everyone spent just one hour every Friday to log onto XING, Facebook, or LinkedIn, building their networks, connecting with people in the community, companies would - Hire talent - Drive incremetal traffic to their web properties - Generate new business Case in point: Serena Software ($255 million business software firm) in San Mateo, California, launched Facebook Fridays. The idea is for Serena’s staff of 900 (average age, 41) to spend an hour each week on Facebook – updating their profiles, communicating with clients and colleagues, and recruiting for Serena. Conversation 2.0 © 2007 frog design. confidential & proprietary. Oct 15,, 2007 24
Client Name ProjectName © 2007 frog design. confidential & proprietary. Oct 15,, 2007 25

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