The document discusses how social networks matter and the transition from traditional marketing to networked markets. It notes that traditional marketing interrupts customers who don't want to listen to broadcast messages. However, networked markets allow conversations between interested customers, shifting power from suppliers to demand. The rise of social networks is transforming how companies can engage with customers in these new networked environments.

1. Why Social
Networks Matter?
Travis Warren, W H I P P L E H I L L
Thursday, September 13
9:00 - 10:00

2. FLICKR / STUCKINCUSTOMS

4. That said.

5. Markets were Markets FLICKR/MARCP_DMOZ

6. Market-leaders FLICKR/ROOTOLOGY

7. Industrial Interruption FLICKR/LAWRENCE_EVIL

8. Business is shipping FLICKR/LORDFERGUSON

9. Power swung so
decisively to the
supply side that
market became a
verb: something you do to customers.
WHIPPLEHILL

10. “One problem: there is no demand for
messages. The customer doesn’t want to hear
from business, thank you very much. The
message that gets broadcast to you, me, and the
rest of the earth’s population has nothing to do
with me in particular. It’s worse than noise. It’s
an interruption. It’s the Anti-Conversation.

11. That’s the awful truth about marketing. It
broadcasts messages to people who don’t want
to listen. Every advertisement, press release,
publicity stunt, and giveaway engineered by a
Marketing department is colored by the fact
that it’s going to a public that doesn’t ask to
hear it.”

12. Networked Markets

17. FLICKR / MARCP_DMOZ Markets were Markets

19. What would
Amazon do?

28. 40
30
20
10
0
13-17 18-24 25-34 35-44 45-54 55+
2004 1994 1984 1974 1973 -
DEMOGRAPHIC SWEET SPOT

33. +1 -1

34. +1
-1
+1

35. +1
+1

57. 2010 Green Lantern