granularity, sociability & responsibility in social media advertising #smmuk10
Post on 27-May-2015
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Your network is more powerful than you think
Deeper, Higher, WiderGranularity, Sociability, Responsibility
@petercrosby
Viadeo is…
1 million new members / Month
150 million viewed pages / Month
120 000 connections / Day
30 million members worldwide
David vs. Goliath ?
One size fits all vs. The world’s PSN
In the beginning… bulletin boards
Professional Social Network: Where ?
Everywhere (1.7Bn Internet users worldwide)
360M
81M
Internet population (in million users)
Source: www.internetworldstats.com
96M87M
30M
43M
54M
30M
45M
29M
46M
20M
67M
20M
27M
20M
8M
220M
28M
13M10M
11M
5M
4M
17M
32M
7M
19M
DEEPER GRANULARITY
• Don’t disrupt the user journey
•Mobile finding solutions to disruption•Why introduce dissonance at the point of the ad serve?•Greater impact by walking the user path
DEEPER GRANULARITY
• Quality versus quantity
•Low volumes, highly targeted lead to better CTR•…& higher levels of advocacy•But volume is the security blanket
DEEPER GRANULARITY
• Immersive & useful
•Time/ Situation/ Geo-location•The 3D consumer portrait•Nokia Point & Find
v
•The power of Community•IBM•Cardinal Health
• Don’t build a village
HIGHER SOCIABILITY
v
•Paul Revere•They’re talking anyway•Content that gets pushed & recommended• Digital word of mouth
HIGHER SOCIABILITY
v
•Social recruiting•Data driven proposition•Cartier
• Good ol’ fashioned data
HIGHER SOCIABILITY
WIDER RESPONISIBILITY
•We know where you’re going on holiday•« best buddy » not « big brother »•O2 More
• Narrowcast
WIDER RESPONISIBILITY
•Why would I want to participate?•Reject or engage•ebay Germany
• Always opt-in
WIDER RESPONISIBILITY
•Don’t overstay your welcome•Open & easy to access opt out policy•Parature
• Resist the temptation…
twitter: twitter:
@petercrosby@petercrosby
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