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When SocialMedia meets Word of Mouth

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Mark Silva
Mark Silva

Presentation for 350 brand marketers on the topic of SocialMedia and Word of Mouth marketing. Some narrative is included in the "Notes" view in this powerpoint deck.

TechnologieBusiness
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WHERE WORD OF MOUTH MEETS SOCIAL MEDIA Presented by: Mark Silva, Founder and Managing Director Real Branding December 18, 2008
INTRODUCTION ,[object Object],[object Object],[object Object]
AGENDA ,[object Object],[object Object],[object Object],[object Object],[object Object]
DEFINITION Unleashing “… a trend in which people use technologies to get the things they need from each other instead of from companies.” - Groundswell, Charlene Li & Josh Bernoff, Forrester Research 2008
[object Object],WHY DOES IT MATTER? Source: USC Annenberg School: Digital Future Report 2007
WHY DOES IT MATTER? ,[object Object],Source: Cisco Systems, Global IP Traffic Forecast and Methodology; Mobility segment (0.1% of traffic in 2007) not displayed
WHY DOES IT MATTER? Wikipedia.org Alexa Global Traffic Rankings 12/31/05; 3/12/08, Morgan Stanley Research 1 2 3 4 5 6 7 8 9 10 2005 (U.K.) 2008 1 2 3 4 5 6 7 8 9 10
WHY DOES IT MATTER? Source: The Nielsen Company, Custom Analysis (September 2008).
SOCIAL MEDIA AND AMPLIFICATION COST VALUE LEVERAGE AMPLIFY
WHAT DOES IT MEAN TO CONTENT CREATION? OLD CONTENT MODEL
WHAT DOES IT MEAN TO CONTENT CREATION? OLD CONTENT MODEL NEW CONTENT MODEL
WHAT DOES IT MEAN TO CONTENT DISTRIBUTION? TRAD DISTRIBUTION MODEL
WHAT DOES IT MEAN TO CONTENT DISTRIBUTION? TRAD DISTRIBUTION MODEL NEW DISTRIBUTION MODEL
WHAT DOES IT MEAN TO BRAND LOYALTY? ,[object Object],Thinking Saying Researching Doing Watching New Verbs for Loyalty? Buying Reviewing Tagging Rating
CREATE A SOCIAL MAP
WEB 2.0 BRAND IMPLICATIONS Source: David Armano (http://darmano.typepad.com/logic_emotion/2008/06/brand-stairway.html)
White Tea Activation – Ayye.com, YouTube, Ads, Emails ,[object Object],Brand Channel Gadgets Videos NBC Rewind NBC Homepage Newsletter Sweepstakes and Social Sharing Facebook RealAge RealAge Newsletter
MICHELOB CASE STUDY
BEST PRACTICES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
INSIGHTS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
THANK YOU ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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When SocialMedia meets Word of Mouth

  • 1. WHERE WORD OF MOUTH MEETS SOCIAL MEDIA Presented by: Mark Silva, Founder and Managing Director Real Branding December 18, 2008
  • 2.
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  • 4. DEFINITION Unleashing “… a trend in which people use technologies to get the things they need from each other instead of from companies.” - Groundswell, Charlene Li & Josh Bernoff, Forrester Research 2008
  • 5.
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  • 7. WHY DOES IT MATTER? Wikipedia.org Alexa Global Traffic Rankings 12/31/05; 3/12/08, Morgan Stanley Research 1 2 3 4 5 6 7 8 9 10 2005 (U.K.) 2008 1 2 3 4 5 6 7 8 9 10
  • 8. WHY DOES IT MATTER? Source: The Nielsen Company, Custom Analysis (September 2008).
  • 9. SOCIAL MEDIA AND AMPLIFICATION COST VALUE LEVERAGE AMPLIFY
  • 10. WHAT DOES IT MEAN TO CONTENT CREATION? OLD CONTENT MODEL
  • 11. WHAT DOES IT MEAN TO CONTENT CREATION? OLD CONTENT MODEL NEW CONTENT MODEL
  • 12. WHAT DOES IT MEAN TO CONTENT DISTRIBUTION? TRAD DISTRIBUTION MODEL
  • 13. WHAT DOES IT MEAN TO CONTENT DISTRIBUTION? TRAD DISTRIBUTION MODEL NEW DISTRIBUTION MODEL
  • 14.
  • 16. WEB 2.0 BRAND IMPLICATIONS Source: David Armano (http://darmano.typepad.com/logic_emotion/2008/06/brand-stairway.html)
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  • 21.