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Edelman Digital iBreakfast Presentation

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Alan Brody
Alan Brody

1) Social media has evolved due to humans' innate social nature and the rapid advancement of communication technologies. 2) Companies are using social media to engage with customers and influencers through campaigns on platforms like Facebook, Twitter, and FriendFeed. 3) Successful social media strategies involve incentivizing users to share content virally and interact with brands through contests, discussions, and branded content.

Technology
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SOCIAL MEDIA THE EVOLUTION OF THE SPECIES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
WHAT’S NEXT IN SOCIAL MEDIA? 5 TRENDS TO WATCH ,[object Object],[object Object],[object Object],[object Object],SOCIAL SOFTWARE
WHAT’S NEXT IN SOCIAL MEDIA? 5 TRENDS TO WATCH ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SOCIAL VS. COMMERCE
THERE ARE NO BORDERS ONLINE. Business definitions of markets are not relevant in social media. http://flickr.com/photos/wwworks/2712985768/
http://flickr.com/photos/wwworks/2712985768/ No overall leading social network, but several local champions.
HOW PUBLIC ENGAGEMENT WORKS Open Communication Open Collaboration Controlled Communication Controlled Collaboration ,[object Object],[object Object],[object Object],[object Object],[object Object],Communication Collaboration Open Controlled ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
HP: Tweet Away Campaign CASE STUDY Building buzz online about HP’s presence at the BlogHer ’08 conference to drive traffic offline, to the HP Makeover Pavilion and Exhibitor Table
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],HP TWEET AWAY CAMPAIGN
AXE: Detailer Facebook Program CASE STUDY By incentivizing users to take “social actions”, AXE taps into the viral power of Facebook
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],AXE DETAILER FACEBOOK PROGRAM OBJECTIVE Engage guys 18-24 to try out the new Detailer Shower Tool ,[object Object],[object Object],[object Object],[object Object],[object Object]
PepsiCo: The Pepsi Cooler FriendFeed Room CASE STUDY Tapping online influencers to re-establish Pepsi as a relevant, trendsetting brand
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],PEPSICO FRIENDFEED PROGRAM OBJECTIVE Position Pepsi's beverage brand identity update as part of a multi-year, multidimensional platform that is consistent to where the culture is and trends are headed Position PepsiCo as a truly unique, collaborative enterprise that is ready to work with the 2.0 community in unique ways to build relationships and work toward shared outcomes STRATEGY Deliver a sequence of Pepsi cans featuring the evolution of the logo throughout the ages to a select group of 25 influencers, culminating with the new identity Launch a digital hub inside Friendfeed called The Pepsi Cooler. FriendFeed serves as an all-inclusive tool allowing users to combine their personal updates from across up to forty specific social media and social networking channels. The space is unique because it gives influencers direct access to three Pepsi social media "ambassadors."
WHAT’S NEXT IN SOCIAL MEDIA? 5 TRENDS TO WATCH SMM WIKI http://wiki.beingpeterkim.com
WHAT’S NEXT IN SOCIAL MEDIA? 5 TRENDS TO WATCH ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],WHAT’S NEXT IN SOCIAL MEDIA? 5 TRENDS TO WATCH
WHAT’S NEXT IN SOCIAL MEDIA? 5 TRENDS TO WATCH ,[object Object],[object Object],[object Object],[object Object]
 

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Edelman Digital iBreakfast Presentation

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  • 4. THERE ARE NO BORDERS ONLINE. Business definitions of markets are not relevant in social media. http://flickr.com/photos/wwworks/2712985768/
  • 5. http://flickr.com/photos/wwworks/2712985768/ No overall leading social network, but several local champions.
  • 6.
  • 7. HP: Tweet Away Campaign CASE STUDY Building buzz online about HP’s presence at the BlogHer ’08 conference to drive traffic offline, to the HP Makeover Pavilion and Exhibitor Table
  • 8.
  • 9. AXE: Detailer Facebook Program CASE STUDY By incentivizing users to take “social actions”, AXE taps into the viral power of Facebook
  • 10.
  • 11. PepsiCo: The Pepsi Cooler FriendFeed Room CASE STUDY Tapping online influencers to re-establish Pepsi as a relevant, trendsetting brand
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  • 13. WHAT’S NEXT IN SOCIAL MEDIA? 5 TRENDS TO WATCH SMM WIKI http://wiki.beingpeterkim.com
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