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…