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Social Media

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Key ideas: Web2.0 and Social Media

Social media—new type of media to communicate with and ways to share information (blogs, podcasts, vodcasts, wikis, RSS feeds)

Social media are more engaging than other types of communication, and include interactivity and multimedia. Enable self-presentation, sharing of personal information and knowledge/opinion, access to network of contacts

Number of large companies use social media for internal communications, some also for research

Some employee communities on Facebook—arrange meetings and work through this channel (MorganStanley)

Social media driven by: self-presentation and social networks (affiliations, knowledge, sharing)

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Web 1.0 and Web 2.0 content and social models

Source: Ovum

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Social media

The “lingo” explained

Podcast audio broadcast to PC, MP3 player or mobile

Blog web diary or commentary

Wikis website that allows visitors to add, remove, edit, and change content

RSS delivery mechanism for news, blog updates and podcasts

Social bookmarking sharing links, tags, and contacts

Social networking Facebook, MySpace, Xing etc.

YouTube video sharing website, user-uploaded content

Second Life online virtual world (advanced social networking, virtual meetings, different user interactions, e.g. Sales)

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Why so popular?

Benefits and features• Social networking: Interaction and easier access to contacts/experts

(access to expertise for problem solving through visible social networks)– Knowledge sharing and knowledge management (thru social networks)– Strong incentive to contribute because payback is high—getting a lot of

value from seeing other people’s bookmarks/links/contacts

• Blogging: sharing information • Wikis: readers can publish and information, effective collaboration,

shareable content• Social bookmarking: tagging and connecting types of info, searching

by themes and popularity

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• Other social media tools: Yelp, Flickr, Upcoming.org • Research: Digg, tailrank, Technorati, del.icio.us

Facebook http://www.facebook.com/

Second Life http://secondlife.com/

Twitter http://twitter.com/ LinkedIn

http://www.linkedin.com/ppl/webprofile?action=vmi&id=5044638&authToken=go1B&authType=name&trk=ppro_viewmore

Del.icio.us http://del.icio.us/

YouTube http://youtube.com/

Lots of our colleagues are there already!

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VF Group already offers social media platforms

Wikishttp://wiki.vodafone.com/display/blognewipworld/Mobile+Plus

Blogshttp://wiki.vodafone.com/display/blogvfwikiapp/2007/09/28/Mobile+Enable+your+Blog%21

Podcasts and webinarsAbout social media http://wiki.vodafone.com/display/blognewipworld/Internet+on+your+Mobile+and+Social+Networking

http://wiki.vodafone.com/display/blognewipworld/Mobile+Plus+in+the+Enterprise+Space

Collaborative environmenthttp://aspen.vodafone.com/aspen/lang-en-gb/management/ACC_Collaboration.asp?

UserMode=0

Research and Development http://www.vodafonebetavine.net/web/MyStrands/

Interesting products for customers http://www.vodafonebetavine.net/web/MyStrands/

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Use in consumer research and insights

Benefits and featuresResearch

• Cheap and engaging data (e.g. online surveys in Facebook, “observation” or qualitative content analysis)

• Access to multimedia perspective from respondents’ lives (photo, video, audio, chat, blogs)

• Data from situations/environments otherwise not accessible by research • Real-time as well as delayed contact

Insights• Wikis for trends and key insights, with links to source materials, editable by

usersInnovation

• Creative jam sessions/idea bank (e.g., IBM “ThinkPlace: every employee can be an innovator”, also Nokia, Random House, Boeing)—both online and face-to-face events

• Online repository and exchange of ideas culture of collaboration and interaction across silos is essential for innovation (7.000 ideas posted, 430 picked up, dedicated to a manager for exploration and execution)

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Use in consumer research

EasyJet• Set up a company-branded account on MySpace

• Gathered 4.000 “friends”—viral effect– Access to their profiles, lifestyle, online interaction for research– Brand support and awareness spreading through personal networks

http://www.myspace.com/

Microsoft• Public forum—feedback on beta versions of products

http://www.microsoft.com/communities/default.mspx

• Geek dinners—bloggers invited for discussions

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Books to read

The Cluetrain ManifestoIdea of markets as conversations. New direction for marketing.

“A powerfulglobal conversation has begun. Through the internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.”

The Wisdon of CrowdsAggregation of information from many sources and gathering together

independent opinions

very productive approach

The Long TailWhy the Future of Business is Selling Less of More

Individual customization