Presentation International Business School on Social Media Transformation

PresentationInternational Business School

“Understanding how the web changes the organization of business and the business of organization”

Introduction: Who am I?

Gianluigi Cuccureddu SMP

Managing Partner 90:10 Group (Netherlands)

We are a European crowd of multi-lingual, multi-national researchers, planners, brand strategists, web developers, mobile and social media specialists.

We use methods of co-creation to deliver insight, innovation and action for organisations.

We make your products, services and communications a better fit for the intended consumer – helping to build a better business.

3

Presentation IBS| Agenda

Meeting: 13:30 – 15:00 – 24th of March

• State of Social Media

• Case

• Discussion

BUT FIRST….

WHAT ABOUT YOU?

6



• Case

• Discussio

SUPPLY

8 years on this is how the Search Industry looks

Licensing of tools, outsourcing and development of internal teams is all required. Outsourcing accounts for 54% of spend.

Search Engine Marketing (SEM) in its early days played on the ignorance of clients and the mystery of its success. This is sadly the case for social media now.

Evolution Industry Life Cycle

Hype Cycle mechanics

Future of Open Business• Business open to its consumer.

• Social technologies offer the ability to connect with them for collaborative action in a scalable and cost efficient manner.

• By collaborating with the consumer you co-create your business output with them. An output they buy into.

• This often means cheaper and more effective service, products and communications as well as deeper consumer loyalty.

DEMAND

People have always been activists

With opinions

With

BUT!

Then: Locally

Now: Globally Connected

They are in control.Friend or Foe.

TV Ads may entertain but do they convince

Age of innocence lost

Age of Ad Innocence is lost.. Forever

Pull not push

Th

e U

ser

is t

he

Des

tin

atio

n

Feed Me!

Getting what I wantWhen I wantWhere I wantHow I wantResult:Media Fragmentation.

Culture of Niche

PersonalisationDiversificationFragmentationThe only reach is Long-tail

Power of Niche

TRANSFORMATION

So invite your greatest assetPEOPLE both

Inside

& Out

Inside

to Co-Create

NB: Applied to typical Product & Service Supply Chain

Impact to Business• Cheaper, quicker routes to

market• Greater operational

efficiencies• Direct and unmediated

relations with consumers• Resulting decreased

dependencies on 3rd party mediators (agencies & media owners)

• Less message more action driven

Impact to Market Research• Answers without questions• Global real-time data• Contextual social profiling• Massive reduction in cost• Real scale for Qual research

Answers

More Answers

Impact on Communications• Less broadcast & eyeballs• More conversational• No spin rather open transparency• Requires engagement• Requires P2P transmission• Greater ROI and conversions

This does not mean you give everything over to the mob.No you do still have a role.Create something inviting. Curate their ideas

A platform organization uses its available resources to find, connect and support those who share its Purpose.

At the heart of everything we do is the ratio 90:10. We believe that every organization can be a 90:10 one. 90% of the energy behind your output coming from outside your organization with the 10% coming from your internal resources as a platform of delivery.

30



• Case

• Discussion

90:10 GroupCase

32



• Case

• Discussion

33

Presentatie IBS| Discussion & questions