08 relazione deighton

Barbarians at the Gates: Social Networks a ba a s at t e Gates Soc a et o sas Disruptive Media

Global Business SummitMay 18, 2010John DeightonJohn Deighton

Harvard Business School

Kaiser Family Foundation studyKaiser Family Foundation study

Children under age 18:

Spend 7.5 hours a day using media.Up from 6.5 hours a day last year.

In those 7.5 hours they consume11 hours of media content, half of it social.

Obama versus Clinton Fundraising Q1 2007Obama versus Clinton: Fundraising: Q1 2007

CandidateTotal

Receipts Contributions from

Individuals % from

contributions of % from

contributions of ($millions) ($millions) $1,000 or more $200 or less

Cli t 36 1 25 8 86% 9%Clinton 36.1 25.8 86% 9%

Obama 25.7 25.2 68% 22%

Edwards 14.0 14.0 77% 15%

Obama versus ClintonObama versus Clinton

They each competed by vigorously deploying social media:

1. Found pockets of consumer passion.

2. Linked them to pockets of producer passion.

3. Employed social media to propagate the enthusiasm.


Campaign launch advertisingCampaign launch advertising


The difference lay in their styles.

Clinton sought to propagate the power of the heir apparent.apparent.

Obama was the insurgent. And the Internet favorsObama was the insurgent. And the Internet favors underdogs It is intrinsically a guerilla medium, exploiting the rigidities of the market leader, usingexploiting the rigidities of the market leader, using soft power to defeat superior resources.


Obama was “uniquely unqualified.” He did not win the election because of the internet, but he could not have won without it.

Garrett Graff


His unique selling proposition was this: He was answering the voter’s call. He was notwas answering the voter s call. He was not running a marketing campaign but responding to a voter movement.responding to a voter movement.

Social media showed the movement in action. He lacked qualifications, but the movement made clear that qualifications were not being asked for.

Th t l iti i d thThe movement legitimized the candidate.

Manchester United and l l lowner Malcolm Glazer versus

the Green and Gold Movement

U it d B k G itUnited Breaks Guitars

July 6, 10:00 PM the video is posted to YouTube

July 7 noon United employee Robin Urbanski reads onJuly 7, noon, United employee Robin Urbanski reads on Twitter: “psssst...@UnitedAirlines breaks guitars! And they don't even care!”don t even care!

Minutes later, Urbanski calls Rob Bradford, United’s Managing Director of customer solutions, “We need to call Carroll.”

The call was made but Carroll was not available until the next morning. g

So at 2:00 PM Urbanski tweets, “This has struck a chord w/ us and we've contacted him directly to make it right.”

At 1:02pm from a member of the public: “Check the@unitedairlines account. They've apologized andaccepted responsibility. Cool stuff.”

At 2 28 f f C ll’ t “ d h itAt 2:28pm from one of Carroll’s team: “word has it@UnitedAirlines isn't trying to make it right, they arejust tweeting is that way ”just tweeting is that way...

At 2:31pm from United Airlines: “The word you hear iswrong. We have called him and the person whoanswered his phone scheduled a call for tomorrow

i ”morning.”

1:46 PM Jul 7: Why'd you guys have to go and break hisguitar? http://bit.ly/rI2ef Stop being a bully and fessg p // y/ p g yup!

3:40 PM Jul 7: Learn from the United Breaks Guitarssong that its NOT ok to treat any customer bad.

9:50 PM Jul 7: You can say creatively that this hasstruck a chord with you but lets be real how do youy yplan on changing?

9:53 PM Jul 7: You realize that Dave Carroll is one ofmany people burned by your "Airline" ~ how'd youplan to make things right 4them?plan to make things right 4them?

9:55 PM Jul 7: And since I'm on a roll, shame on you, yfor taking over a year to bother.... too much truth inyour bad PR?

At 3:00pm on July 8 from Ryan Moore: “i posted a videop y f y pfor a client of mine monday night and it's like the biggestvid on youtube canada now. http://bit.ly.”

At 3:39pm on July 8 United Airlines replied: “Love yourclient's video Not all r as honest as he That is whyclient s video. Not all r as honest as he. That is whypolicy asks for claims w/in 24 hours. No excuse; we'resorry.”y

At 4:56pm on July 8 from a Twitter member: “I love thisb d l h k !song about @unitedAirlines Check it out!

http://bit.ly/8RDMI”

At 5:02pm on July 8 from United Airlines: “It is excellentand that is why we would like to use it for trainingy gpurposes so everyone receives better service from us.”

U it d B k G itUnited Breaks Guitars

6

7

8

9

Milion

i

3

4

5

0

1

2

06‐lug 25‐ago 14‐ott 03‐dic 22‐gen 13‐mar 02‐mag

Hitl L U it d B k hi G itHitler Learns United Broke his Guitar

D Fi ht B k i A tiDanone Fights Back in Argentina

D Fi ht B k i A tiDanone Fights Back in Argentina

Danone encountered viral slurs against ActimelDanone encountered viral slurs against Actimelyoghurt brand. ‐ Emails claimed product is addictive, harms children.

Danone first responded with television advertising.

Later Danone built a website for visitors to make rumors about their friends and send them to their friends, followed by the message: "Don't believe everything you see on the internet. I'll show you how easy it is to spread a rumor about you."

Sl k t S iSlanket versus Snuggie

Marketing when the communication media are socialcommunication media are social

When the tools of marketing change,the strategy of the craft changes.


from attrition to maneuver.



from exploiting incumbencyto deploying insurgencyto deploying insurgency.



from exploiting incumbencyto deploying insurgencyto deploying insurgency.

from planning for value creationfrom planning for value creationto protecting against value destruction.

We used to use mass media to showWe used to use mass media to showthe power of incumbency ‐

Ubiquitous, omnipotent, dominant:

Budweiser the King of BeersBudweiser the King of Beers.Visa – It’s Everywhere you Want to Be.Verizon – We Never Stop Working for You.Verizon We Never Stop Working for You.McDonalds – Billions and Billions ServedCiti – The Whole World in One Bank

Now social media let us deploy the power ofNow social media let us deploy the power of insurgency ‐

Like Snapple to Coke in the old world,pp ,Obama to Clinton in the new.Snuggie to SlanketDave Carroll to United Airlines

What Could United have Done Differently?

Retreat

Meet

Beat

What Others Have Done

Nestle censors its Facebook Fan page.

Retreat

p gNorth Face sues the South Butt.Toyota ignores the YouTube parodies

MeetSlanket leverages the Snuggie successDanone fights fire with fire

Beat Dove looks for an incumbent larger than itself. Miracle Whip – ‘Don’t be so Mayo.’

How Does the Future Look?

With few exceptions, insurgency in the new media environment is hard to defeatnew media environment is hard to defeat. Containment is a more prudent policy.

Meanwhile today, in politics, print journalism, recorded music, book publishing, television, travel reservation services, auto retailing, education, li i b ki d threligion, banking, and many other

industries, it is more fun to be an insurgent th i b tinsurgent than an incumbent.