Your network is more powerful than you think

Deeper, Higher, WiderGranularity, Sociability, Responsibility

@petercrosby

Viadeo is…

1 million new members / Month

150 million viewed pages / Month

120 000 connections / Day

30 million members worldwide

David vs. Goliath ?

One size fits all vs. The world’s PSN

In the beginning… bulletin boards

Professional Social Network: Where ?

Everywhere (1.7Bn Internet users worldwide)

360M

81M

Internet population (in million users)

Source: www.internetworldstats.com

96M87M

30M

43M

54M

30M

45M

29M

46M

20M

67M

20M

27M

20M

8M

220M

28M

13M10M

11M

5M

4M

17M

32M

7M

19M

DEEPER GRANULARITY

• Don’t disrupt the user journey

•Mobile finding solutions to disruption•Why introduce dissonance at the point of the ad serve?•Greater impact by walking the user path

DEEPER GRANULARITY

• Quality versus quantity

•Low volumes, highly targeted lead to better CTR•…& higher levels of advocacy•But volume is the security blanket

DEEPER GRANULARITY

• Immersive & useful

•Time/ Situation/ Geo-location•The 3D consumer portrait•Nokia Point & Find

v

•The power of Community•IBM•Cardinal Health

• Don’t build a village

HIGHER SOCIABILITY

v

•Paul Revere•They’re talking anyway•Content that gets pushed & recommended• Digital word of mouth

HIGHER SOCIABILITY

v

•Social recruiting•Data driven proposition•Cartier

• Good ol’ fashioned data

HIGHER SOCIABILITY

WIDER RESPONISIBILITY

•We know where you’re going on holiday•« best buddy » not « big brother »•O2 More

• Narrowcast

WIDER RESPONISIBILITY

•Why would I want to participate?•Reject or engage•ebay Germany

• Always opt-in

WIDER RESPONISIBILITY

•Don’t overstay your welcome•Open & easy to access opt out policy•Parature

• Resist the temptation…

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@petercrosby@petercrosby