5. 1990-1995
long term strategies
first mover advantage
first mover problems
Search not a stand-alone product: No
monitisation
1996-2000
Catch-up: Have to be there but dont know why
6. 1990-1995
long term strategies
first mover advantage
first mover problems
Search not a stand-alone product: No
monitisation
1996-2000
Catch-up: Have to be there but dont know why
2000-2004
Crash, bubble burst, no investment
7. 1990-1995
long term strategies
first mover advantage
first mover problems
Search not a stand-alone product: No
monitisation
1996-2000
Catch-up: Have to be there but dont know why
2000-2004
Crash, bubble burst, no investment
2005-now
Social media/networks bring us back to 90-95 but on a
higher loop in the spiral
53. Tone is Mom to Mom, pitch: it hurts to carry
baby, but good. We kill the pain.
Reaction: moms on Twitter united in voicing
their displeasure with the Motrin ad . They used
"#motrinmoms" as the tag for the threaded
conversation, making it easy for people to follow.
56. Case: Motrin
Next step, this video was created as a response to
the ad. It intersperses the Twitter conversation with
images of moms carrying their children.
57. Case: Motrin
Bloggers got into action
Story quickly picked up by mainstream media
70. Giant recommendation Engine
when it comes to making decisions
Gen Y tends to rely on their network of
friends and their recommendations, not
traditional ads
93. Platforms
Blogging:
Be aware Facebook:
In/Out - Great for easy access to
Build a network through relationships (see FC oct p 57) loyal fans.
Thought leaders - Groups function useful.
More in-depth conversations - Events.
Help tap into interest areas
Twitter: LinkedIn:
- Extremely valuable for
Great for short conversations business.
“Crowdsourcing” #welovetheNHS - Increasing functionality.
Personal - Can create exclusivity (good
and bad).
96. Facebook
public
profiles are the way to go for four
important reasons:
97. Facebook
public profiles are the way to go for four
important reasons:
Pages Allow Marketers to Publish to the Stream
98. Facebook
public profiles are the way to go for four
important reasons:
Pages Allow Marketers to Publish to the Stream
Pages Allow Marketers to Engage Fans with Rich Media
99. Facebook
public profiles are the way to go for four
important reasons:
Pages Allow Marketers to Publish to the Stream
Pages Allow Marketers to Engage Fans with Rich Media
Pages Let Marketers Analyze How Fans are Interacting with the Insights Dashboard
100. Facebook
public profiles are the way to go for four
important reasons:
Pages Allow Marketers to Publish to the Stream
Pages Allow Marketers to Engage Fans with Rich Media
Pages Let Marketers Analyze How Fans are Interacting with the Insights Dashboard
Pages Let Marketers Increase SEO
107. Meformers and Informers
two clusters of users: Meformers and Informers
Meformers make up 80% of the population, while Informers are 20%
108. Meformers and Informers
two clusters of users: Meformers and Informers
Meformers make up 80% of the population, while Informers are 20%
This suggests that Informers would play a stronger leadership role in a business setting, shaping the
discussion about events, helping to set context about what is more important.
109. Meformers and Informers
two clusters of users: Meformers and Informers
Meformers make up 80% of the population, while Informers are 20%
This suggests that Informers would play a stronger leadership role in a business setting, shaping the
discussion about events, helping to set context about what is more important.
Informers have more friends and followers than Meformers, and have a higher degree of mentions by
other users in messages.
110. Meformers and Informers
two clusters of users: Meformers and Informers
Meformers make up 80% of the population, while Informers are 20%
This suggests that Informers would play a stronger leadership role in a business setting, shaping the
discussion about events, helping to set context about what is more important.
Informers have more friends and followers than Meformers, and have a higher degree of mentions by
other users in messages.
However Meformers play an important role in helping users maintain relationships with strong and weak
ties.
111. Meformers and Informers
two clusters of users: Meformers and Informers
Meformers make up 80% of the population, while Informers are 20%
This suggests that Informers would play a stronger leadership role in a business setting, shaping the
discussion about events, helping to set context about what is more important.
Informers have more friends and followers than Meformers, and have a higher degree of mentions by
other users in messages.
However Meformers play an important role in helping users maintain relationships with strong and weak
ties.
Maybe we need 20% of the tribe scanning the horizon for prey and predators, tracking the stars and
clouds. Meanwhile, the other 80% are working on tools, setting up the tents, milking the goats, and
drying the corn.
112. Meformers and Informers
two clusters of users: Meformers and Informers
Meformers make up 80% of the population, while Informers are 20%
This suggests that Informers would play a stronger leadership role in a business setting, shaping the
discussion about events, helping to set context about what is more important.
Informers have more friends and followers than Meformers, and have a higher degree of mentions by
other users in messages.
However Meformers play an important role in helping users maintain relationships with strong and weak
ties.
Maybe we need 20% of the tribe scanning the horizon for prey and predators, tracking the stars and
clouds. Meanwhile, the other 80% are working on tools, setting up the tents, milking the goats, and
drying the corn.
http://news.rutgers.edu/medrel/news-releases/2009/09/study-reveals-two-ty-20090929
113. Mobile: bigger than the hype
GPS/Mobil a game changer
Compass & gps changes even more
Iphone absolute worst technology
Apps the starting point for a changing pattern of communication
on mobile
117. Always connected
The average young American now spends practically every waking minute — except for
the time in school — using a smart phone, computer, television or other electronic
device, according to a new study from the Kaiser Family Foundation.
Those ages 8 to 18 spend more than seven and a half hours a day with such devices,
compared with less than six and a half hours five years ago, when the study was last
conducted. And that does not count the hour and a half that youths spend texting, or the
half-hour they talk on their cellphones.
And because so many of them are multitasking — say, surfing the Internet while listening
to music — they pack on average nearly 11 hours of media content into that seven
and a half hours.
Amanda Lenhart: The Democratization of Online Social Networks
118. Mobil access: where are you?
Location-Based Services
Location-based services (LBS) form part of context-aware services, a service
that Gartner expects will be one of the most disruptive in the next few years.
Gartner predicts that the LBS user base will grow globally from 96 million in
2009 to more than 526 million in 2012.
Its high user value is the result of its ability to meet a range of needs, ranging
from productivity and goal fulfilment to social networking and entertainment.
http://www.gartner.com/it/page.jsp?id=1230413
121. Mobile: integration
The full-issue versions of GQ magazine sold 6,641 December
(Man of the Year) copies and more than 12,000 copies of the
January issue with Rihanna on the cover.
At $2.99 a download, and calculating in Apple’s 30% cut, thats
$40,000 so far, in direct sales at least.
122. Mobile: integration
The full-issue versions of GQ magazine sold 6,641 December
(Man of the Year) copies and more than 12,000 copies of the
January issue with Rihanna on the cover.
At $2.99 a download, and calculating in Apple’s 30% cut, thats
$40,000 so far, in direct sales at least.
And thats before the Ipad!
125. harmony with culture
successful social media services
g e t i n c o r p o r a t e d i n t o p e o p l e ’s d a i l y l i v e s ,
so your product must resonate within their culture.
This is where apps come in:
Benefits over Features
Make life easier
move apps from distraction to transaction
the Amazon app
134. Good (as in I like)
Brooklyn Museum :
* ArtShare Facebook App
* Brooklyn Museum's Click Exhibition
* Brooklyn Museum Posse
the Brooklyn Museum used social technologies to put their visitors in charge. They created a
Facebook application in which 2,000 people identified and shared the bits of art in the museum
that they liked best. They created a community curated exhibit — 3,000 people chose which
art pieces to put on display, based on a total of 400,000 votes. And the museum has put the
whole collection online, where the community tags it with identifying terms, allowing you to
see pieces of art similar to the ones you like, or on specific topics.
Notes de l'éditeur
One by one, the mass marketers have insisted on robocalling, spamming, jingling and lying their way into our lives. The pronoun morphs from "you" to "me" to "us" to "the corporation" ...
The public works tirelessly to flee to actual interactions between real people, and our organizations work even more diligently (and with more leverage) to corporatize and anonymize the interactions.
The irony, of course, is that an organization with guts can go in the opposite direction and win.
46% adults using SNS is April 2009
47% of adult internet users are using SNS as of August 2009
46% adults using SNS is April 2009
47% of adult internet users are using SNS as of August 2009
46% adults using SNS is April 2009
47% of adult internet users are using SNS as of August 2009
46% adults using SNS is April 2009
47% of adult internet users are using SNS as of August 2009
46% adults using SNS is April 2009
47% of adult internet users are using SNS as of August 2009
46% adults using SNS is April 2009
47% of adult internet users are using SNS as of August 2009
46% adults using SNS is April 2009
47% of adult internet users are using SNS as of August 2009
46% adults using SNS is April 2009
47% of adult internet users are using SNS as of August 2009
46% adults using SNS is April 2009
47% of adult internet users are using SNS as of August 2009
Older adults have come online in droves, but so have more young people - the population of SNS has continued to grown rapidly overall
Analysis from April 2009
Older adults have come online in droves, but so have more young people - the population of SNS has continued to grown rapidly overall
Analysis from April 2009
Older adults have come online in droves, but so have more young people - the population of SNS has continued to grown rapidly overall
Analysis from April 2009
Older adults have come online in droves, but so have more young people - the population of SNS has continued to grown rapidly overall
Analysis from April 2009
One by one, the mass marketers have insisted on robocalling, spamming, jingling and lying their way into our lives. The pronoun morphs from "you" to "me" to "us" to "the corporation" ...
The public works tirelessly to flee to actual interactions between real people, and our organizations work even more diligently (and with more leverage) to corporatize and anonymize the interactions.
The irony, of course, is that an organization with guts can go in the opposite direction and win.
One by one, the mass marketers have insisted on robocalling, spamming, jingling and lying their way into our lives. The pronoun morphs from "you" to "me" to "us" to "the corporation" ...
The public works tirelessly to flee to actual interactions between real people, and our organizations work even more diligently (and with more leverage) to corporatize and anonymize the interactions.
The irony, of course, is that an organization with guts can go in the opposite direction and win.