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HEADING TOWARDS THE FUTURE ASLEEP AT THE WHEEL
MTV History
VIDEO KILLED THE RADIO STAR
MTV Future
SOCIAL MEDIA KILLED THE VIDEO STAR
– YOU ARE TOO LATE FOR THIS
VIACOM IN $ 1BLN COPYRIGHT SUIT VS YOUTUBE –YOU ARE A SORE LOSER
…AND TEENS WILL HATE YOU FOR THIS
YOU DON‘T UNDERSTAND YOUTH CULTURE ANYMORE
EXHIBITIONISM
VOYEURISM
EXCHANGE
YOU ARE LOOSING YOUR HERITAGE
… AND YOU DON‘T UNDERSTAND YOUR BUSINESS ANYMORE
YOU ARE BUILDING COMMUNITY BRANDS (HUBS)…
…AND MANAGE COMMUNITIES
…OTHERS ARE CURRENTLY DOING IT BETTER
INTEGRATING
th
…EVEN COKE IS DOING IT BETTER!!!
THE MYSPACE PARADOXON
…MYSPACE DEPENDS ON YOU AND YOU DON‘T SEE IT
…AND YOU ARE PUSHING THE BETTER ONES - *tststs*
…ITS TIME TO WAKE UP!
IT‘S THE END OF PURE VERTICAL INFLUENCE
B C B C B
C
C
Transaction Marketing Relationship Marketing Interactional Marketing
Functional Productbenefit Emotional Productbenefit+ Functional Productbenefit
Social Productbenefit+ Emotional Productbenefit
+ Functional Productbenefit
The Social Network Community Industry
Global Trends 2007+!
s
Visual Communication
Web 2.0
Social Bookmarking
(Mobile-) TaggingMobile Widgets
Mobile Communities
Second Life
Social Gaming
Open InnovationCrowd Sourcing
Location Based Services 2.0
Dynamic SearchEngine Marketing
YouTube-Research
Consumer Generated MediaWifi-Communities
Word-of-MouthMarketing
Brandience
Embedded Branding
TivO
P2P
CrossMobile
Consumer-Control
Mediafragmentation
Dynamic Pricing
Geo-Blogging
Scienfotainment
Live-Research
Brandtainment
Earthmarketing
Search for Meaning
Jetrosexual
Sceptizism
Info-Overload
Geo-Gaming
Geostreaming
Disruption
Gameplacement
Mobile Blogging
Product-Kits
Self-Reliance
Local Customization
Business Blurring and Convergence
RFID
Planned Spontaneity
50+Flocks/GreyCommunities
Parasite Kids/Singles
Mobile-Cocooning 2.0
Retro-Obsolescence
Social Brand Politics
Glocalisation
Third Place
Social-Branding
Source: Brand Science Institute/ N=1136
VillagingGeo-Communities
Ethnic-Communities
everything
Challenges
LOT‘S OF FISH IN THE SEA
SHRINKING COOLNESS
Quelle: Northeastern University
LONGER COMMUNITY
GROWTH CYCLES
INNOVATION GAP FOR 3-4 YEARS
ANTHROPOLGY vs.
TECHNOLOGY
ABER!DANGER OF PARA-SOCIAL GROUP BEHAVIOR
CULTURAL DIFFERENCES
RESEARCH?
MARKETING?
ADVERTISING?
PR?
Opportunities
2006
2007
2010
$95$350
$205
$865
$2150$710 $70 $780
$90 $2240
Social Network Community „Ad“ Spending
Note: Definitions includes general social network sites where social networking is the primary activity, social network offerings, vertical social network devoted to a specific hobby or interest, and social networks created by a marketer that are either stand-alonesites or part of a larger marketer site. In all case, figures include online advertising spending as well as fees paid to social networkingventures for site or profile page development
Europe
US
Convergence Budgets Source: Emarketer/Komjuniti
TOP ADVERTISERS SHIFTING
BUDGETS INTO SOCIAL NETWORK
COMMUNITIES
NEW ADVERTISING
MODELS
NETWORK BASED ADVERTISING CONTEXT
P
PLVS RLT
I
II
IIIIV
V
AWAKINGEUROPEAN COMMUNITY CLUSTERS
STICKINESS OF COMPETITORS TO
COMMUNITY MODELS
How did we help the industry lately?
EBAY WORLDSHOPPING
NIKE GEO-GAMING
COCA-COLA ENTERTAINMENT
NOKIA MOBILEBLOGGING
MACY‘S TAXI COMMUNITY
MTV SHAZAM
This isn‘t the sort of thing we show oursenior management…
Puuhh - We areproducing contentnot social networks
We have already gotsend-to-a-friend e-cardsand MTV Overdrive
More community members everyday….
„The Changing Paradigma“
…what are the reasons
Source: Spiegel
Consumers Learn
DECENTRALIZATION
LOW COST
COMPLEXITY
CONSUMERS ARE FREE OF BIAS BORN OF THE DESIRE
FOR A SALE – THEY BELIEVE MORE IN WHAT
OTHER CONSUMERS SAY!
…what are social network communities?
A community usually refers to a group ofpeople who interact and share certainthings as a group, in which intent, belief,resources, preferences, needs, risks and a number of other conditions may be present and common, affecting the identity of the participants and their degree of adhesion.
…main factors?
LUCK?
…let me ring up Sumner Redstone...
God knows what weare going to do withMySpace… (July 2006)
This thing may be worth$6 billion! (Nov 2006)
MONEY?
No!
Community
Shared Interest/ Motivation
Space of Interaction
Interaction Members/ Networks
…what is interaction?
ONLY ONE-TO-ONE OR FACE-TO-FACE
INTERACTION?
No!
COMMUNICATION IN ONLINE AND OFFLINE
ENVIRONMENTS
OBSERVATION OF OTHERS
…how do social network communities grow?
…a little bit of history!
15% of all conversations involve brands and products40% of all conversations are about media
SELF-REPORT
1-DAY PROXIMITY
Quelle: MIT Media Lab
1.004.727.825 Conversations
INNER OUTER
Quelle: Northeastern University
G0 G1 G2 G3+
18x 1.7x ??
Quelle: Northeastern University
…who are the driving members?
Connectors?Mavens?
Opinion Leaders?Trendsetters?
Hubs?Influentials?
Alphas?Bees?
Sneezers?Heavy Loyals?Lead-Users?
THE TRENDSETTER?
THE EXPERT?
THE HEAVY LOYAL?
No!
THE LIGHT LOYAL:LUCY!
...?
NETWORKS
TIE STRENGTH DENSITY
„sparse“ network
„dense“ network
2 CRITERIA OF NETWORKS ARE IMPORTANT FOR THE FLOW OF INFORMATION!
THE STRENGTH OF WEAK TIES
Quelle: Hufnagel 2004; Granovetter 1973
LUCY‘S MOTIVATION TO INTERACT?
PURPOSIVE VALUE?
ALTRUISM?
SELF-DISCOVERY?
ENJOY TALKING?
SOCIAL ENHANCEMENT?
ENTERTAINMENT?
...what are people really talking about?
SECRETS
SHOCK
SURPRISE
...what could we learn?
Interaction Motives
Best of luck
Self-Discovery Low product/brand involvement
Enjoy Talking(self-assurance)
Difficult to control and stimulate
Social Enhancement(emotional/cognitive)
Entertainment (information incongruence)
Potentially powerful
Hard to conceptualize
Marketing Management Interaction Target Groups
Altruism
Purposive Waste of money
The ultimate question:
WILL OUR INFORMATION REALLY MAKE LUCY LOOK GOOD?
…the space of interaction?
MOBILE ONLINE OFFLINE
…any preferences?
Time of informational spread
Coverage
Media 1.0
Scatterin
g loss
Web 2.0
+
+
+
Arbitrage
Mob 2.0
…key community success factors?
ORGANIC AMPLIFIEDover
CONVERSATION ANNOUNCEMENTover
IDEAS INVESTMENTover
LONG TAIL MASS AUDIENCEover
SHARE PROTECTover
PRESENT SUBSCRIBEover
EARLY AVAILBILITY CORRECTNESSover
SELECT BY CROWD EDITORover
HONEST VOICE CORPORATE SPEAKover
EXPERIENCE PUBLICATIONover
LINK PRODUCTover
…most important…
MITWIRKUNGSEFFEKT –HAWTHORNE EFFECT
Top myths about social network communities
INVITE EVERBODY & ANYBODY
No!
CONCENTRATE ON YOUR
ADVOCATES
BLOGS = COMMUNITY
No!
COMMUNITY = PEOPLE
BUILDING COMMUNITIES WITH NEW CUSTOMERS?
No!
CONCENTRATE ON LIGHT-LOYALS
CORPORATE BRANDS ARE THE MAIN DRIVERS FOR COMMUNITY BUILDING?
No!
CONSUMERS TAKE PART AS COMMUNITY MEMBERS OF
THEIR BELOVED SUB-BRANDS
COMMODITIES COULD NEVER BECOME COMMUNITIES
No!
commodity
good
service
experience
community
SURE, COMMODITIES CAN BECOME COMMUNITIES
OBVIOUS NORMS ARE A SIGNAL FOR HEALTHY
COMMUNITIES?
No!
NORMS OFTEN RESULT IN PRESSURE AND REACTANCE OF COMMUNITY MEMBERS!
COMPANIES SHOULD SUPPORT COMMUNITIES ACTIVELY AND VISIBLY?
No!
BE THE SMART MODERATOR-LEAD THE CONVERSATION
THERE IS ONLY SPACE FOR JUST ONE BIG COMMUNITY
IN THE INDUSTRY?
No!
COMMUNITY COMPETITION HELPS CONSUMERS TO
MAKE DISTINCT DECISIONS
COMMUNITIES ARE STRONG AND LAST
FOREVER
No!
STICKINESS TO THE SYSTEM COULD ERODE THE COMMUNITY IN THE
LONG RUN
COMMUNITY BASHING IS
DANGEROUS
No!
COMMUNITY MEMBERS FIGHT AGAINST
BASHING AND KICK INTRUDERS OUT
…hmmm
They are not like us
As long as we candelete the negative stuff!?!?!Regulatory issues
won‘t let us do this!!!
As long as we candelete the negative stuff!?!?!
STILL FEAR OF THE UNKNOWN?
…OR TOO SLOW?
…ok, learn from the bad!
…ok, learn from the bad!
– YOU ARE TOO LATE FOR THIS
…got it?
Space of Interaction
Brand Related Values
Member/Benefits
Shared Interest
Interaction
What‘s our reachwith communities?
Does this give usthe same ROI as advertising?How do we know our
community is working?
Show me the money!
SHOW ME THE MONEY!
…first off all we show you what you get!
…constantly control!
OUR COMMUNITY CONTROL CENTER
… some measures we use and invented!
NET PROMTER SCORE
• Median Net Promoter™ Score, all industries: 16• Median Komjuniti Net Promoter™ Score: 31
“How likely are you to recommend to a friend or colleague in the future?”
Extremely Likely
Extremely Unlikely
10 9 8 7 6 5 4 3 2 1 0
Promoters DetractorsPassively Satisfied
Net Promoter ™ Scoring
COMMUNITY VALUE CREATION INDEX
SALES CLIMATE FORECAST
…reporting on a daily, weekly, yearly basis!
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