social media and global brands: from broadcast to narrowcast

Global Brands and Social Media: From Broadcast to Narrowcast

First presented at:PricewaterhouseCoopers (PwC)

Eindhoven, NLMarch 15, 2011

Alex Strieder

Founder & MD at Amsterdam Systems B.V.

“Linking offline shopping to online social media”

Global Brands and Social Media

Technology evolves to cater to basic, existing needs.

e.g. Transport, Communications

Global Brands and Social Media

Global Brands and Social Media

‘Social media are just another trend that will come and go!’

Global Brands and Social Media

Just like books, color-TV, and telephones…

Global Brands and Social Media

74%of all Internet users visit social networking sites

Global Brands and Social Media

Wave 5 – The Socialization of Brands (Universal McCann, 2010: http://www.umww.com/global/knowledge/view?id=128)

47%of users join online brand

communities

Global Brands and Social Media

Wave 5 – The Socialization of Brands (Universal McCann, 2010: http://www.umww.com/global/knowledge/view?id=128)

1.500.000.000 daily visits to social

networks

(≈18% - 23% of global population)

Global Brands and Social Media

Wave 5 – The Socialization of Brands (Universal McCann, 2010: http://www.umww.com/global/knowledge/view?id=128)

Global Brands and Social Media

Wave 5 – The Socialization of Brands (Universal McCann, 2010: http://www.umww.com/global/knowledge/view?id=128)

Internet Penetration Rates

100% effective reach in affluent, well-educated,

Western markets

Global Brands and Social Media

„The world is small…“

Global Brands and Social Media

The World is Flat (Friedman, T.L., 2005 Picador / Farrar, Straus and Giroux, New York)

„The world is small. But increasingly, it is also

flat.“

Global Brands and Social Media

The World is Flat (Friedman, T.L., 2005 Picador / Farrar, Straus and Giroux, New York)

From Broadcast to Narrowcast

Global Brands and Social Media

... 1450 1850 1920 1950 1980 1990 1995 2000 2005 2011

0%

20%

40%

60%

80%

100%

Consume Content

- Printing Press- Newspapers

- Radio

- Television

- Stone Plates

- Cable TV

- E-Mail

- Web

- Search

- Social Media

- …………………

Global Brands and Social Media

From Broadcast to Narrowcast

Global Brands and Social Media

From Broadcast to Narrowcast

Global Brands and Social Media

The Media have changed

Embrace the Dialogue & Listen

Offer Persistent Value & Relevance

Be Authentic and Engaging

Global Brands and Social Media

Global Brands and Social Media

Global Brands and Social Media

From Broadcast to Narrowcast

Global Brands and Social Media

Global Brands and Social Media

Global Brands and Social Media

Global Brands and Social Media

www.surprise.klm.com

Global Brands and Social Media

Global Brands and Social Media

Social Media are the Mainstream

(Social) Media are a Long-Term Trend

Digital Literacy is the New Literacy

Global Brands and Social Media

Friedman, 2005 Picador / Farrar, Straus and Giroux, New York

Shirky, 2008 The Penguin Press, New York

Global Brands and Social Media

Alex@amsterdamsystems.com

Global Brands and Social Media

Global Brands and Social Media: From Broadcast to Narrowcast

First presented at:PricewaterhouseCoopers (PwC)

Eindhoven, NLMarch 15, 2011