Conversation 2.0

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Conversation 2.0

Social Marketing and You

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Life and death in the age of social media

Conversation 2.0

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Life and death in the age of social media

Conversation 2.0

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Life and death in the age of social media

Conversation 2.0

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Life and death in the age of social media

http://friction.tv/debate.php?debateno=549

Conversation 2.0

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Life and death in the age of social media

Conversation 2.0

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Life and death in the age of social media

Conversation 2.0

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Life and death in the age of social media

2,600 blogs

> 1,000 inbound linkks 100,000,000

< 20 incoming links

400,000 blogs

> 20 inbound links

“The blogosphere is

wild, violent, and nasty,

and it can kill you."

Conversation 2.0

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What’s happening?

Credibility on the Internet is no longer an exclusive domain that belongs to companies and

publishers, but now belongs to everyone who wishes to participate and engage with it.

The Social Web revolution is challenging conventional media channels, and forces companies to

re-think their traditional Marketing and Communication strategies.

Micro

Social

Viral

Transparent

Hybrid (Prosumer, Fansumer)

Conversation 2.0

© Geoff Livingston

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The three rules of the Cluetrain Manifesto

1. Markets are conversations.

2. Markets consist of human beings, not demographic sectors.

3. Conversations among human beings sound human. They are conducted in a human voice.

Conversation 2.0

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From branding to live brands

From messages to conversations

From user-targeted to user-generated

content

From stars to social butterflies

From promoting value to creating added

value

Conversation 2.0

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From branding to live brands

Democratic. In the old days the power to inform was in the hands of a few giant media

companies. Now it’s in everybody’s hands.

Real. Conversations are carried out by human beings who write and speak in their own voices,

for themselves - not just for their employees.

Curious. Humans are distinguished by their unlimited capacity to learn. This should be no less

true of brands than it is of individuals.

Attentive. In the old days, brands wanted everybody to pay attention to them. Now brands need

to pay attention to everybody else.

Conversation 2.0

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The five rules of conversational marketing

1. The purpose of the conversation is to create and improve understanding and not to “deliver

messages.”

2. There is no “audience” in conversation, only partners.

3. People in conversations don’t repeat the same thing over and over – they move on.

4. Conversations are about listening and talking, not announcing.

5. Conversation is live, and constantly moving and changing.

Conversation 2.0

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Elevator pitch?

…we’re an

innovation

consultancy

…

…next time

I’ll take the

stairs…

Conversation 2.0

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What to talk about?

Cultural

Trend or

Truth

Brand’s

Best Self

BRANDTHE BIG

IDEAL

Conversation 2.0

© by Steve Hayden, vice chairman of Ogilvy Mather Worldwide

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What to talk about?

Cultural Trend or

Truth:

-Renaissance of the

curator

-Convergence of digital

and physical

- Convergence of

creative disciplines,

media, and business

functions

-Socially responsible

business

- Web 2.0

- Social Web

- Design Thinking

- Shorter product +

innovation lifecycles

Brand’s Best Self:

- Smart

- Passionate

- Adaptive

- Agile

- Fast

- Holistic

- Wildly creative

- Business savvy

- Empathetic

- Humanistic

BRAND

CREATIVE

BUSINESS IS

BETTER

BUSINESS FOR

EVERYONE (SHAREHOLDERS,

STAKEHOLDERS,

CONSUMERS)

Conversation 2.0

© by Steve Hayden, vice chairman of Ogilvy Mather Worldwide

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The conversation DNA

Conversation 2.0

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What you can do

ONLINE

Connect

Aggregate

Collaborate

Converse

OFFLINE

Meet

Greet

Present

Discuss

Conversation 2.0

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What is social marketing?

Leverage the power of the social graph

Conversation 2.0

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What is social marketing?

Turn business into friends Turn friends into business

Conversation 2.0

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What you can do….on the web

Social Networks Blogs / Micro-

Blogs

Social

Bookmarks

Virtual

Worlds

Events Slides Audio Video Photo

Facebook

profile

frogblog Digg Second

Life

Upcoming Slideshare Odeo YouTube Flickr

Facebook

frog profile

CNET blog Del.ic.ious There Eventful Blogtalk

Radio

Blogpiloten Zoomr

Facebook

Design Mind group

Personal blogs Stumble upon Active

Worlds

Eventsites Podcasts Seesmic Smugmug

Facebook events Blog post

comments

Technorati Citypixel Craigslist Kyte TV Easy Share

XING profile Twitter Roleo Wold of

Warcraft

Justin.TV Dotphoto

XING group Jaiku Newsvine ON

Network

XING events Pownce YahoO!

Bookmarks

Videoegg

MySpace Mozes Furl Vimeo

LinkedIn profile Radar Slashdot Google

Video

LinkedIn group Moodgeist Simpy

LinkedIn Questions Raw Sugar

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What you can do…off the web

Design Mind magazine Events Articles/Papers Workshops

Online version (English) DMI Conference Paris form B-School workshops

Online version (German) Management Forum Starnberg DOMUS DMI

Print version (English) International Design Forum

Dubai

SZ German Design Conference

Deutscher Trendtag FAZ Wirtschaftswoche

German Design Conference Trendbuero Management Forum Starnberg

Mobile Mondays DMI Review

Frog Design Mind speaker series IDSA Innovation

FT Innovation Conference Kress Report

Milan Furniture Fair Horizont

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Speaker seriesPage & group

Event videos

(YouTube,

Facebook)

Newsletter

(online/print)

frog design’s conversation platform

frogblog

Conversation 2.0

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Facebook Fridays?

Conversation 2.0

If everyone spent just one hour every Friday to

log onto XING, Facebook, or LinkedIn, building

their networks, connecting with people in the

community, companies would

- Hire talent

- Drive incremetal traffic to their web properties

- Generate new business

Case in point: Serena Software ($255 million

business software firm) in San Mateo, California,

launched Facebook Fridays. The idea is for

Serena’s staff of 900 (average age, 41) to spend

an hour each week on Facebook – updating their

profiles, communicating with clients and

colleagues, and recruiting for Serena.

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