Limitations of Social Media - Syntra Edition

The Limitations of SOCIAL MEDIA

Syntra Edition

The Advertising Anachronism

The Advertising Anachronism Hope @ School

The Advertising Anachronism Hope @ School Jobs & Social Media

The Advertising Anachronism Hope @ School Jobs & Social Media

The Limitations of

Social Media

The Advertising Anachronism Hope @ School Jobs & Social Media

The Limitations of

Social Media

TakeAway Tweets

01. THE ADVERTISING ANACHRONISM

“Once in front of a screen, be it on a desktop, laptop, or increasingly

a handheld device, we ‘log in’ – not into a system, but into a community.”

“Once in front of a screen, be it on a desktop, laptop, or increasingly

a handheld device, we ‘log in’ – not into a system, but into a community.”

02. HOPE @ SCHOOL

Advertising has already changed into something else.

Digital / Interactive Education, Sweden Programs and Courses 2009

Education in Interactive Design, Communication and Digital Business Management, Sweden Education in Interactive Design, Communication and Digital Business Management, Sweden

“Hyper Island is yet another Swedish success story... ‘the interactive equivalent of Oxbridge‘” Kunal Dutta, Campaign

“There is something that Hyper Island puts in its water. God knows what it is, but its graduates tend to have a fantastic attitude and are able to hit the ground running” Derek Robson, manag-ing partner, Goodby, Silverstein & Partners, San Francisco

”Our industry desperately needs more schools that specialize in creating and developing digital talent at the level and capacity of Hyper Island” Winston Binch, VP/Group Executive Producer, Crispin Porter + Bogusky, Boulder

“Hyper Island has a solid understanding of the industry, a never-ending desire to improve and to develop great skills with people. I am amazed how the students grow through the education and when they end up at some of the best communication agencies in the world, they actually deliver” Mattias Nyström, Great Works, Stockholm

Howest, Kortrijk.

03. JOBS & SOCIAL MEDIA

04. THE LIMITATIONS OF SOCIAL MEDIA

SOCIAL MEDIA IS NOTHING BUT A TOOL

Social Media Marketing

check

Social Media Marketing

check

38 fans1 like

8 followers0 retweets

182 visitsno comments

78 viewsno ratings

Learn

Plan

Create

Govern

4 Possibilities

stay away?really?

think twice, and fail fast

find somethingto talk about

talk about your productas in ‘have a dialogue’

Screwed-no-matter-what What-to-talk-about Superior user-gooda-lot-to-talk-about

THE VALUE OF FANSIS DEBATABLE

Fans & followers are the people formerly known as a

To a brand’s status updates is the new“Time for a beer (or pee)” moment.

How many of your followers are actually “following” what you share?

How many of your followers are actually “following” what you share?

advocatevs.

233,906 friends sacrificed375,801 fans1,565 followers

1,636 stories shared430,922 fans

10,108 followers

people who take opinions

of customers of this

brand seriously

people who believe the brand is honest and sincere in its product explanations

24% 46%

31% 62%

Gimmicks

marginalize

trust !

WOM IS NOT A CURE-ALL

The theory of influence

passive influencer active influencer

?

! ...

!

= reputation = presence

The theory of influence

passive influencer active influencer

?

! ...

!

via social media

Meet “my possible future bike”

Meet “my possible future bike”

Whether I’ll buy it largely depends on the bike’s “WOM equity”

“Word-of-mouth equity” is an index of a brand’s power to generate messages

that influence a consumer’s decision to purchase.

From “A new way to measure word-of-mouth marketing”, McKinsey

How to measure WOM equity?

volume impactx = WOM equity

close/trustedlarge/dispersed

relevantirrelevant

influentialnot influential

experience hearsay

sender source

network content

In the case of “my possible future bike”

volume impactx = WOM equity

close/trustedlarge/dispersed

relevantirrelevant

influentialnot influential

experience hearsay

sender source

network content

How can a brand impact its WOM equity score?

the event, site, game or contest that hopefully generates WOM

real experiences generate the most successful WOM

the pass-on effects of a “cool” campaign can generate WOM

Generate Intentional WOM Focus on Experiential WOMStimulate Consequential WOM

WOM IS NEVER BETTERTHAN YOUR PRODUCT

Volvo’s C30 really is a “green” car.

so is this Fiat

From “A new way to measure word-of-mouth marketing”, McKinsey

To turn customers into an effective marketing vehicle, companies need to outperform on product and

service attributes that have intrinsic WOM potential.

It’s about your product, stupid!

perfect

How to give your customers a better experience?the same

categories apply

What-to-talk-about

SOCIAL MEDIA ARE ANYTHING BUT FREE

3 Ways of Investing in Social Media

Investment in Culture Investment in DataInvestment in Good Ideas

“My mom has zero buzz, but when she says something, I listen”.

Tony Hsieh, CEO Zappos.

Albion’s Oven, 2-4 Boundary Street, Shoreditch,London

Craig W.✓Mayor of Berkeley Station✓Loves to travel,has the jetsetter badge,

as well as the gym rat badge

14% rode BART more because of their interaction

with 4sq

BART has simply given its customers a better experience.

43% had recommended a destination near BART

38% were having “more fun”

23% earned frequent rider badge

19% rode BART because of a 4sq recommendation

17% connected with friends

05. TAKEAWAY-TWEETS

@AdNerds AdNerdsExperiential WOM beats Consequential WOM!http://bit.ly/a8KUvV #FollowFridays

@AdNerds AdNerdsExperiential WOM beats Consequential WOM!http://bit.ly/a8KUvV #FollowFridays

@AdNerds AdNerdsBranding today is a whole different game: you need to make sure you’re backing it up in the market placehttp://bit.ly/bFPxkR #FollowFridays

@AdNerds AdNerdsExperiential WOM beats Consequential WOM!http://bit.ly/a8KUvV #FollowFridays

@AdNerds AdNerdsBranding today is a whole different game: you need to make sure you’re backing it up in the market placehttp://bit.ly/bFPxkR #FollowFridays

@AdNerds AdNerdsYou have to overdeliver in order to generate WOM!http://bit.ly/a8KUvV #FollowFridays

@AdNerds AdNerdsExperiential WOM beats Consequential WOM!http://bit.ly/a8KUvV #FollowFridays

@AdNerds AdNerdsBranding today is a whole different game: you need to make sure you’re backing it up in the market placehttp://bit.ly/bFPxkR #FollowFridays

@AdNerds AdNerdsYou have to overdeliver in order to generate WOM!http://bit.ly/a8KUvV #FollowFridays

@AdNerds AdNerdsSee your company as an information-based service. Get to know your customers, offer a better experiencehttp://amzn.to/bXSLix #FollowFridays

@AdNerds AdNerdsExperiential WOM beats Consequential WOM!http://bit.ly/a8KUvV #FollowFridays

@AdNerds AdNerdsBranding today is a whole different game: you need to make sure you’re backing it up in the market placehttp://bit.ly/bFPxkR #FollowFridays

@AdNerds AdNerdsYou have to overdeliver in order to generate WOM!http://bit.ly/a8KUvV #FollowFridays

@AdNerds AdNerdsSee your company as an information-based service. Get to know your customers, offer a better experiencehttp://amzn.to/bXSLix #FollowFridays

@AdNerds AdNerdsIf you think apps are not suited for your company, you’re suffering from theory-induced blindnesshttp://amzn.to/923R0L #FollowFridays

http://www.adnerds.be