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©2007 Real Branding. Confidential. All rights reserved.
WHERE WORD OF MOUTH MEETS SOCIAL MEDIA
Presented by:
Mark Silva, Founder and Managing Director
Real BrandingDecember 18, 2008
©2008 Real Branding. Confidential. All rights reserved. 2 www.realbranding.com
INTRODUCTION
“Markets are conversations.”
The Cluetrain Manifesto: The End of Business as Usual
Copyright © 1999, 2001 Levine, Locke, Searls & Weinberger
©2008 Real Branding. Confidential. All rights reserved. 3 www.realbranding.com
AGENDA
What is social media?Why does social media matter?Case StudiesBest PracticesInsights
©2008 Real Branding. Confidential. All rights reserved. 4 www.realbranding.com
DEFINITION
Unleashing“…a trend in which
people use technologies to get
the things they need from each other instead of from
companies.”
- Groundswell, Charlene Li & Josh
Bernoff, Forrester Research 2008
©2008 Real Branding. Confidential. All rights reserved. www.realbranding.com
Internet + Personal Sources = Most Important Sources Of Information
Source: USC Annenberg School: Digital Future Report 2007
WHY DOES IT MATTER?
©2008 Real Branding. Confidential. All rights reserved. 6 www.realbranding.com
WHY DOES IT MATTER?
Source: Cisco Systems, Global IP Traffic Forecast and Methodology; Mobility segment (0.1% of traffic in 2007) not displayed
In 2008 Consumer IP traffic surpassed Business traffic
©2008 Real Branding. Confidential. All rights reserved. www.realbranding.com
Wikipedia.org
Alexa Global Traffic Rankings 12/31/05; 3/12/08, Morgan Stanley Research
WHY DOES IT MATTER?
2008
1
2
3
4
5
6
7
8
9
10
1
2
3
4
5
6
7
8
9
10
2005
(U.K.)
©2008 Real Branding. Confidential. All rights reserved. www.realbranding.com
WHY DOES IT MATTER?
0
5000
10000
15000
20000
25000
30000
35000
40000
Tagged
Ning
Last.fm
MyY
earbookB
ebo
Reunion
Fastest Growing SocialNets YOY
2007
2008
Source: The Nielsen Company, Custom Analysis (September 2008).
©2008 Real Branding. Confidential. All rights reserved. 9 www.realbranding.com
SOCIAL MEDIA AND AMPLIFICATION
COST
VALUELEVERAGE
AM
PLI
FY
©2008 Real Branding. Confidential. All rights reserved. 10 www.realbranding.com
WHAT DOES IT MEAN TO CONTENT CREATION?
OLD CONTENT MODELNEW CONTENT MODEL
©2008 Real Branding. Confidential. All rights reserved. 11 www.realbranding.com
WHAT DOES IT MEAN TO CONTENT DISTRIBUTION?TRAD DISTRIBUTION MODELNEW DISTRIBUTION MODEL
©2008 Real Branding. Confidential. All rights reserved. www.realbranding.com
WHAT DOES IT MEAN TO BRAND LOYALTY?
Changes the loyalty funnel and branding
Thinking
Saying
Researching
DoingWatching
New Verbs for Loyalty?
Buying
Reviewing
Tagging
Rating
©2008 Real Branding. Confidential. All rights reserved. 13 www.realbranding.com
CREATE A SOCIAL MAP
CONTENT
SmugMug
Zooomr
Picasa
Photobucket
Flickr
Photo Sharing
SmugMug
Zooomr
Picasa
Photobucket
Flickr
Photo Sharing
hi5
MySpace
Plaxo
Tribe
Ryze
Gather
Friendster
Social Media
hi5
MySpace
Plaxo
Tribe
Ryze
Gather
Friendster
Social MediaEvite
Upcoming
Events
Evite
Upcoming
Events
YouTube
Vimeo
Seesmic
Kyte
Yahoo! Video
Video Sharing
YouTube
Vimeo
Seesmic
Kyte
Yahoo! Video
Video Sharing
Ma.gnolia
Google Shared Stuff
Spurl
Mixx
Digg
del.icio.us
Furl
Technorati
StumbleUpon
Bookmarks
Ma.gnolia
Google Shared Stuff
Spurl
Mixx
Digg
del.icio.us
Furl
Technorati
StumbleUpon
Bookmarks
SlideShare
FriendFeed
RSS
Content Feeds
SlideShare
FriendFeed
RSS
Content Feeds
Podcasting
Video Blogs
Blogger
LiveJournal
Tumblr
WordPress
TypePad
Blogging
Podcasting
Video Blogs
Blogger
LiveJournal
Tumblr
WordPress
TypePad
Blogging
Slideshare
Community Ratings
Second Life
Amazon
Miscellaneous
Slideshare
Community Ratings
Second Life
Amazon
Miscellaneous
Pownce
Jaiku
Micro-blogging
Pownce
Jaiku
Micro-blogging
Distribution Channels for Content
SEARCH
Health – BabyCenter
Health – WebMD
Services – Citysearch
Music – iLike
Music – Last.fm
Music – Pandora
Film – Flixster
Film – Netflix
Books - Goodreads
Books - LibraryThing
Services – Yelp
Domain Specific
Health – BabyCenter
Health – WebMD
Services – Citysearch
Music – iLike
Music – Last.fm
Music – Pandora
Film – Flixster
Film – Netflix
Books - Goodreads
Books - LibraryThing
Services – Yelp
Domain Specific
©2008 Real Branding. Confidential. All rights reserved. www.realbranding.com
WEB 2.0 BRAND IMPLICATIONS
Source: David Armano (http://darmano.typepad.com/logic_emotion/2008/06/brand-stairway.html)
©2008 Real Branding. Confidential. All rights reserved. 15 www.realbranding.com
White Tea Activation – Ayye.com, YouTube, Ads, Emails
Goal of slide:
15
Brand Channel
Gadgets
Videos
NBC Rewind
NBC Homepage
Newsletter
Sweepstakes and Social
Sharing
RealAge
RealAge Newsletter
©2008 Real Branding. Confidential. All rights reserved. 16 www.realbranding.com
MICHELOB CASE STUDY
©2008 Real Branding. Confidential. All rights reserved. 17 www.realbranding.com
BEST PRACTICES
• Listen To It• Build A Social Map• Design It• Feed It• Connect It• Distribute It• Participate In It
©2008 Real Branding. Confidential. All rights reserved. 18 www.realbranding.com
INSIGHTS
• Social media is not one thing• Consider: the action is reaction• Capitalize on all your assets• Endorse others to reward• Be Authentic
• Golden Rule of 2.0: the more you give the more you get in return
©2008 Real Branding. Confidential. All rights reserved. 19 www.realbranding.com
THANK YOU
Let’s keep the conversation going
• FACEBOOK: Search [email protected] to Friend• TWITTER: Follow www.twitter.com/marksilva • FRIENDFEED: Join me at www.friendfeed.com/marksilva• BOOKMARKING: www.delicious.com/marksilva• BLOG: www.marksilva.com• YOUTUBE: www.youtube.com/realbranding• SLIDES: www.slideshare.net/realbranding• WEB: www.RealBranding.com
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