Social media - what is the driving force behind the human activity? How can we create compelling stories that make people want to share. Why do people share so much in the frist place?

1. Social Networking
More love than your mother.

2. Why?

4. What people want
What clients want
Attention Attention

6. Part I: What People Want

7. More friends.

8. More friends.

9. More followers.

10. More followers.

11. More interesting places.

12. More important.

13. And because she so
important...
You can help her
make purchasing decisions.

14. Part II: What Clients Want

15. Socially Enabled Commerce
or
Crowd Power

16. Conversations become purchases.

22. Purchases become conversations.

27. “The opportunity for marketers is that
instead of having to pay for their message
to run somewhere, they can ‘earn’ media
for free, via consumers spreading
YouTube clips, Groupons, and tweets.”
Sacks, Danielle. “The Future of Advertising.” FastCompany. 17 November 2010. <http://www.fastcompany.com/
magazine/151/mayhem-on-madison-avenue.html?page=0%2C1>

29. Why they were advertising: To launch the new EA
game, All Points Bulletin (APB)
Target: a crowded marketplace, cynical gaming
audience
Budget: Limited
Single most persuasive idea: the powerful
customization engine that is unique to APB.

30. Results: Almost 46,000 people voted on
the customization aspects of the human
avatar. Then continued to watch when he
was virtually recreated an released into
the game.
When the campaign ended 5 million
people were aware of it and it had
clocked up 186,000 YouTube views.

36. Strategy Board
involvement
Ego Remarkable
Insecurity 1st to post magic/story
entertaining
Trust hipness
Attention belonging viral
Validation results
To Be approval
Heard

38. How can you bring a social
networking component to
this Ikea TV spot?