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The Social Web
why brands must
listen, measure and act
Presented by: Adam Selig
Our World at Warp Speed
Here’s what happens in one second…
7 PCs are sold
9 people logon the Web for the first time
25 cell phones are sold
257 search engine queries occur
1,157 videos are viewed on YouTube
2 million emails are sent
…And We’re Just Starting
1 billion people online
6 billion people to go
There is as much content on YouTube today
as there was on the entire Web in 2000.
Fad or Force?
Top 10 Innovations of past decade….
The Software and Information Industry Association (SIIA)
BlackBerry introduced (1999)10
iTunes (2001)9
Consumer-Generated Content (2005)8
WiFi (802.11 launched 1997)7
Open Standards (HTML 4.0 released 1997)6
Google Ad Words (2000)5
Amazon.com (IPO May 1997)4
eBay (launched September 1997)3
Broadband Usage of US Internet Users Reaches 50% (2004)2
Google (1998)1
Social Networking
“If you’re NOT
on a social networking site,
you’re NOT on the Internet.”
What does it mean to be on the social web?
http://blogs.forrester.com/groundswell/2008/10/new-2008-social.html
Customer Intimacy circa 1967
Customer Intimacy circa 2005
Unilever employee Mike Fortner emailed Dan to suggest ways for Dan to find store
locations and sent him a case of the product. Dan blogged about it and became a
brand advocate.
Integrate – Actionable Intelligence
Today● Reputation Management
● Brand Protection
● Threat Assessment
● Public Relations
● Policy Development
● Customer Service
● Business Intelligence
● Product Development
● Marketing Metrics
– Media Planning
– Market Research
– Competitive Intelligence
Tomorrow…● Social Media platforms for corporate Intranets [e.g. Facebook]
● “Mashups” [integrating internal applications with external data]
● Intra-Enterprise collaboration
● Back Office Applications [ERP, CRM, HR]
● Social CRM
● “Semantic Web”
Requirements of Social Media Platforms
Large & Medium Enterprises & Agencies require…
• Automated Data Collection
– Multi-Channel/Lingual
– Rapid Collection
– Automated vs. manual
• Data Processing
– Text Analysis
– Sentiment Analysis
– Influencer Identification
• Increased Analytics
– Leverage Voice of Customer Insight
– Multi-Dimensional Insight Delivery
– Pro-Active Customer Interaction Module
– Scalable Targeting
The Conversation Prism
Source: Brian Solis, FutureWorks
Source: Marta Z. Kagan
73% of active online
users have read a blog,
45% have started their own
57% have joined
a social network
55% have
uploaded photos
83%
have
watched
video
clips
Social Networking
39% subscribe
to an RSS feed
Word of Mouth Rules
Redefining Influential Sources
Top 100 news sources
Social networks
have caused a
fundamental shift
in the way people
interact with each
other. More than
70% of Americans
15 - 34 actively
using online
social networks.
Source: Fox Interactive Media
Social Networks Trump Other Media
Mainstream Media goes Social
Consumer Interaction
Wikipedia - Tim Russert
Wikipedia Scooped NBC News
Social Media - Women outnumber Men
Disney Mom’s Panel
More than 20,000 questions last year
Social Consumers Buy More
“One in three Internet users say purchase decisions
swayed by social content“ -- Jupiter Research
Social Ratings
Brands Micro-blogging
Source: Universal McCann, Power to the People - Social Media Tracker Wave 3
Syndication of CGM Influence
Blog content syndicated to online msm
Social Media Travels Fast
Engadget knocks $4 billion off Apple market
cap in six minutes on bogus iPhone rumor.
Real Business Value
Consumer opinions are the most valued consumer
tools in a crowded marketplace.
brands need:
insight into what consumers are saying
awareness in social media networks
excitement for products
to engage with audiences
The Internet has
surpassed
television as the
"most essential"
medium by
people 12 – 44.
Edison Media Research
Corporate America Needs Social Media
“Does business act responsibly?”
Percentage of
respondents
who said
“yes”
Source: “Yankelovich, CNN/USA Today, and Gallup
70%
15%
30% 28%
16%
0%
10%
20%
30%
40%
50%
60%
70%
1968 1976 1985 1999 2006
Social Media Process
Marketers need to find the right entry point to
engage appropriately a social media dialogue.
Trust needs to increase with marketer engagement.
participate4 share5 evaluate6learn3listen2join11
Interactivity Engine
Talk Action Continuum
Conversational
Communication
Controlled
Communication
Conversational
Collaboration
Controlled
Collaboration
Communication Collaboration
Conversational
Controlled
Conversational
Line
Participation Line
You Can Run but You Can’t Hide
“Whether or not we choose to be part of the dialogue,
the dialogue is going to happen,”… “I believe the
challenge is to make happen with us.”
-- Coca-Cola’s Tim Kopp
“Consumer-generated media … are siphoning
attention from traditional media and creating networks
of influence among consumers.”
-- Forrester’s Brian Haven
You Have Two Choices
…or procrastinate and then join the
conversation later on anyway…
join the conversation…
Conversation Architect
Don’t market messages.
Create social experiences.
Design conversations
…and relationships.
authentic
organic
genuine
conversational
Source: David Armano, Logic + Emotion
Dialogue is Fueling the “Conversation Economy”
CONVERSATION
RELATIONSHIPS
AFFINITY
COMMUNITY
Conversation Architecture
Brands & Bandwagons
“SELLING AND TELLING is defunct;
gone forever. With the increase of
consumer-generated media … consumers
are showing a greater need for making
connections with other people and
brands.”
Source: James R. Stengel, Global Marketing Officer for P&G
Brands Micro-blogging
Southwest Airlines
Social Networking
is…
transparent
inclusive
authentic
vibrant
consumer-driven
Social Networking
is NOT…
controlled
organized
exclusive
product-driven
“on message”
and if all else fails…
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