Social Networks IAB Workshop June 2008
Socialnetwork Iab
Sep 14, 2014
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SocialNetworks
IABWorkshopJune2008
AboutMe
DavidHachez
www.theaCer.be/
Today
• SocialNetworks• XboxCase• AJenKo
DefiniKon
• Socialnetworkingwebsitesaresitesthatallowinternetuserstohavetheabilitytoadduser‐generatedcontentsuchas:comments,reviews,feedback,raKngs,pictures,videoortheirowndedicatedpages.
Socialnetworkingiswordofmouth
ScoJOJe‐Wrangler
Thesocialmediabrief
"MyclientwantstocreateaFacebookgroup.Developablog.ReachouttopossibleaudienceonYouTube.CanyousendusapriceesKmate?
Fortomorrow?Thanks!"
RollingTalks
TheBreakUp–part1
TIME&SPACE
24/7‐WW
NETWORKS
Onetoall&P2P
ENCODING
∞
CONTRIBUTE
Review,Rate&Publish
SEARCH
Find&Retrieve
AnotherDefiniKon
• ThinkabouthowyouusetheWebrightnowcomparedtosixyearsago.
• Nowthinkabouthowourchildrenareusingit.
SocialMediaistheinnova7onofour7me.Whetherornottheinternetbecomesamassmediaisirrelevant.OurbehaviorandthebehavioroffuturegeneraKonshasbeenirreversiblyaltered.
DavidArmano
Youcracy
DavidArmano
Isola7onScoJOJe
Communica7onScoJOJe
Collabora7onScoJOJe
Communica7on Informa7on Entertainment
Surfing Transac7ons Crea7on
Surfisover,Lifetookover
38% 22% 17%
8% 7% 5%
CarolineVogt–MicrosoCResearch
What’sinitforthemarketer?
WhydoesitmaJer?
CredibilityofPeople’sopinion
2 %
98 %
Emarketer.com
Socialisthenewcurrency
Top20Websiteson25‐44Belgian
Comscore
MeeKngpeople
GoogleTrends
FindingaJob
GoogleTrends
Entertainment
GoogleTrends
Gejnginformed
GoogleTrends
HowcanIfitinthatpicture?
Asamarketer
EvoluKon
“Inthestruggleforsurvival,thefiJestwinoutattheexpenseoftheirrivalsbecausetheysucceedinadap(ngthemselvesbesttotheirenvironment.”
CharlesDarwin
DavidArmano
DavidArmano
Context
DavidArmano
Behavior
Youcracy
ShareofconversaKons
isthenew(baJle)challenge
Cases
Offense:Dove
Product
Experience
Value
Source:Forrester
Offense:Dove
Product
Experience
SharedExperience
SocialMarke(ng
Value
CostsProduct,Place,Price,R&D,Produc(on
Promo(on,Branding,Loyalty
Source:Forrester
Offense:Dove
SocialMarke(ng
Value
CostsProduct,Place,Price,R&D,Produc(on
Promo(on,Branding,Loyalty
Product
Experience
SharedExperience
Loss
Profit
Source:Forrester
Offense:Dove
SocialMarke(ng
Value
Costs
Loss
Profit
Product,Place,Price,R&D,Produc(on
Promo(on,Branding,Loyalty
Product
Experience
SharedExperience
Source:Forrester
Offense:Dove
SocialMarke(ng
Value
Costs
Loss
Profit
Product,Place,Price,R&D,Produc(on
Promo(on,Branding,Loyalty
Peers
Product
Experience
SharedExperience
Source:Forrester
Offense:Dove
SocialMarke(ng
Value
Costs
Loss
Profit
Product,Place,Price,R&D,Produc(on
Promo(on,Branding,Loyalty
Peers
WOM
Product
Experience
SharedExperience
Source:Forrester
Offense:Dove
SocialMarke(ng
Value
Costs
Loss
Profit
Product,Place,Price,R&D,Produc(on
Promo(on,Branding,Loyalty
Peers
WOM
Co‐crea(onProduct
Experience
SharedExperience
Source:Forrester
47%
25%
28%
Financialservicesfirms
SocialMarke(ng
Value
Costs
Loss
Profit
Product,Place,Price,R&D,Produc(on
Promo(on,Branding,Loyalty
Product
Experience
SharedExperience
Source:Forrester
47%
25%
Defense
SocialMarke(ng
Value
Costs
Loss
Profit
Product,Place,Price,R&D,Produc(on
Promo(on,Branding,Loyalty
Flog
Product
Experience
SharedExperience
Source:Forrester
Flog
47%
Serviceerror
Defense
SocialMarke(ng
Value
Costs
Loss
Profit
Product,Place,Price,R&D,Produc(on
Promo(on,Branding,Loyalty
Product
Experience
SharedExperience
Source:Forrester
Consumerreview
Defense
SocialMarke(ng
Value
Costs
Loss
Profit
Product,Place,Price,R&D,Produc(on
Promo(on,Branding,Loyalty
Product
Experience
SharedExperience
Serviceerror
Flog
Source:Forrester
Defense
POST
People
Objec7ves
Strategy
Technology
Isolated
Lowcost
Product
Monitor,Respond
Offense
Networking
Highvalue
Story
Network,Enabling
Source:Forrester
XboxCase
SocialNetworks
experiences
MyNetwork(s)
www.facebook.com
Bankingtogether
www.zopa.com
UberSocial
www.ubervu.com
Workingtogether
www.acrobat.com
Workingtogether
www.zoho.com
Knowledgesharing
www.slideshare.net
CollecKveknowledge
www.wikipedia.org
CollecKvesearch
www.mahalo.com
CollecKvelife
www.dipity.com
Instantaudience
www.twiJer.com
Broadcastnow
www.ustream.tv
SOCIALINTHEGENES
TheBreakUppart2
Future
Web3.0
"We'vebeenvotedthebestmarketerofthe20thcentury,butthat'sbecausewewerethebiggestshouters.Inthe21stcentury,wewanttobethebestlisteners."
GregIcenhowerP&G2001
Sources/InspiraKon
• DavidArmano–Logic+EmoKon
• MarkTaylor–Wunderman
• CarolineVogt–MicrosoC• ScoJOJe–Wrangler• JappFavier–Forrester• Youcracy–GoViral• JosephJaffe• Theweb…
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