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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
