www.isobar.net

Social Media: Maturing FastDavid Pullan 14th October 2008

Why Never Ending Friending Poland?A Global Phenomenon, Localised

122m

145m10.3m

3.5m

7m

10.8m

‘It used to be that if you spent time in front of the computer as a kid you were missing out on life...Now, there’s the very real possibility a child could

be missing out on life by not being in front of their computer’

The Guardian, October 2007

http://www.flickr.com/photos/mr_biggs/215592583/

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Dig

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From Information and ProductivityTo People and Community

An Evolution

Allows us to Think About Consumer Interactions with our Brands Online Across Three Spaces

Paid For

Brand

Social

What is the value of these Interactions?

The Digital Economy is not Governed by Money, but by TimeIn the digital economy price no longer allocates consumer consumption, time does

‘Milton Friedman was wrong...’Chris Anderson, Editor, Wired

Time shows the true value of consumer interactions across the Social Media space

SocialPaid For Brandfacebook users spend an average of 23.7 minutes a day on the site compared to 4.4 minutes on Google

Challenge is to Create integrated campaigns across the Network that unlock the Social Space and the time spent by consumers within it

Unlocking the Social Media Spaces

ABC1 Male, into fine Wine and Food, Young British Artists and modern French Cinema

We love to pigeon-hole consumers into ‘buckets’

based on socio-economic factors that we can then ‘target’...It’s an inexact science

Social Networks Super-Organise users around Passions and Interests

Social Networks Organise people

around their ‘Needs’.

Buckets leak!

This isn’t about the number of contacts someone has...it’s about deep networks around interests, passions and, ultimately, content

This has created the environment for a proliferation of diverse social networks that cater to a wide range of interests

‘The Long Tail’ of Social Networking has been driven by consumers

and the proliferation of services tailored to

specific interest groups rather than

technological change in the past year

jotta.comLondon based community for

people in arts, design and communication

totspot.comNew York based Social Network

for mums and babies

fuzzster.comfor cats and dogs

Fortunately for us, the key to unlocking any one of these communities is the same:The brand must add relevant value to the community

TheSocialNetworkPageTheoffence:In2006everybrandhadtohaveaMySpacepage;nowtheyhaveanequallyurgentneedforaFacebookpage.Theresultisusuallytheequivalentofanonlineadhiddenwithinthevastreachesofasocialnetwork

TheSocialNetworkTheoffence:WhyhaveaFacebookpagewhenyoucanhaveaFacebook?Problemis,socialnetworksdon'tcreatebrandpassion‐‐theycanonlyleveragepassionthatalreadyexists.

Relevant Value Means Moving Beyond Social Media Marketing Cliches

1

2

Mark Cregar. www.emergingmarkeMng.blogspot.com.

Towards...Value Creation

Downloads, tools and viral elements that deliver on the brand

Featuringamash‐upofGoogleMaps,iTunes,FlickrandTwiOerThesitefosterscommunitybuildingthroughuser‐generatedcontentcapabiliMesthathelprunnersconnectwithotherrunnersandsharetheirrunningexperiences.Goruneasy.comleveragesexisMngtoolsandbehaviourstocreatearunningexperiencewherevisitorscaneasilymapoutandsharefavouriterunningroutes,postsnapshotsofsightstotakeinwhileonarun,uploadmusicplaylists,andjoindiscussiongroups.Results:Within3months,16,000registeredusersfromover50countries,9,000runsuploadedandover1,000piecesofcontentsubmiOedviamobile

Client: Coca-Cola China - iCoke.cn

Brief

Create an online community connecting the brand with youth passion points and linking online

entertainment behavior with the sales of product via

a pin-code redemption system

Create an actionable database of millions of users

so that Coke can have better precision marketing and uncover insights.

Execution A virtual 3-D iCoke city was built by wwwins China

to reveal different consumer interactive experience focusing on gaming, instant messaging, blogging

and hompy. A prize redemption center with special

virtual and physical items are created with pin-code enabled loyalty program.

Early Results A million registered users in the first two weeks

with messages on the package only. 10 million registered users after launching the

platform for 11 weeks.

60% + return visitors per day

http://www.icoke.cn

Value Creation: icoke.cn

Instant Messenger (IMvironments)• Driven by promotional media, sender-to-recipient

endorsement, or virtual word-of-mouth of the customized environment message• 864,090 users adopted the adidas theme

• 1,020,908 user initiated actions (emoticons, video plays, animated gifs)

Yahoo! MessengerCustom BackgroundIM window Wallpaper

AIMCustom BackgroundUser Initiated Videoadidas Logo Avatar

MSN MessengerCustom BackgroundUser Initiated Winksadidas Logo Avatar

Value Creation: adidas

Impossible Is Nothing Originals

Widget to seed 5 adidas Originals Films, exclusive merchandise, offers and films from Original talent

including Mark Gonzales and Theo ParrishOver 200,000 downloadsOver half a million Fans!

EA: Realising a Dream

Aligns with the brand promise: Music Key to Burnout Property

Participation and personalisation key to success: Partnered MySpace

EA Burnout Bandslam

Discover unsigned band in the US and Europe

Creating Reasons to Talk

action

conviction

comprehension

knowledge

awareness

Consumers able to ‘pull’ other consumers in at any point through the purchase funnel

Activating C2C Communications allows us to move from a traditional Linear to a Non-Linear Marketing Model with Multiple Entry Points

Traditional Model

Current Market Strategies

Will Niche Destroy Mass?The Cable vs Network Battle

The Social Media Market is Not a Zero-Sum GameBetween the Co-Existence of the Big Players and Niche Sites

The big global sites are, however, staking out clear territories moving forward

lighthouse image and facebook logo

image of kids at olympics and qq logo

What Next?Mobile will bring a whole new dimension to Social Networking

Shifting from daisy chained links to the deep networked connections we see online

Mobile Delivering Relevance and Context to Connections

Breaking the tether between consumer and place (computer)

The Whale

http://www.youtube.com/watch?v=RJYQNzJlqXE

This is Gene This is Laura

In Summary

Adding Relevant Value

Find where your target consumers are spending time, their passions and interests

Understand clearly what your brand uniquely offers to your consumer

Leverage this to add value to your consumer within their community of interest

Giving them utility and value relevant to their environment

and Social Currency they can share with their friends

Activating the Momentum Effect

Thank you

http://www.youtube.com/watch?v=nrlSkU0TFLs