1.Internet/Social Media
Issues for brand owners
Taylor Wessing client brand forum
17.3.10
www.davidgreen.me.uk

2. Agenda
Social media in context
Risks
Rewards
Implementation
Social enterprise
New internet domains
Resources
Note: these slides are published under Creative Commons and available to download (some animations plus further details and references in notes view). Please feel free to re-use, but do please cite source .Thank you.
3. From this
From this.....
4. ...to this...
5. ..or more accurately, this.
6. Web - evolution
Web 1.0
Dial-up
Passive downloading
Peripheral comms activity
Bricks and clicks transactions
Limited business value
Web 2.0
Broadband
Rich media
User generated content
Customer conversations
Increasing business value
Semantic web
AI
Business value
Social web
Web 3.0?
Wireless
Intelligent agents
Machine manipulation
Inter-operable content
Strategic imperative
Knowledge
Information
Brochure-ware
2000
2005
1995
Today
Complexity & role of technology
7. Traditional brand promotion
One to many
Disruptive advertising
Alerting and awareness
PR
Staff
Comms idea
Ads
Physical
Direct marketing
Web
8. Social media
More than a movement from traditional media to online media
It is a fundamental cultural change that has far reaching implications
Control over customer conversations is no longer possible in this new world
All organisations operate in this changing social environment and must engage with this cultural and technological change if they are to influence these new conversations
If you have a brand, youre under threat. Your customers have always had an idea about what your brand signifies, an idea that may vary from the image you are projecting. Now theyre talking to each other about that idea. They are redefining for themselves the brand you spent millions of dollars creating.ForresterGroundswell Report
9. Social media spectrum
Social video, photo & audio
Social bookmarking
Social networks
Wikis
Microblogs
Blogs
Widgets & Mashups
Social media
10. Social media spectrum
11. The new culture
Many to one
Listening & engaging
You do not control..
..do not try to control..
..but you can affect your audiences perception and on a much larger scale than ever before
Source: DigitalStrangelove
PR
Staff
Brand community
Ads
Print
Direct marketing
Web
12. Creating conversations
Internet is social media is Internet
Now as easy to create content as it is to consume it
(Social media) has created a permanent, long-lasting shift in the way the world works. Forrester

Organisations must Listen, Respond to, and Engage with, customer and stakeholder communications, content and feedback:

13. Listen research brand sentiment and customer insights 14. Respond - empower employees to reply & act 15. Engage customer feedback on process, product design etc crowd sourced content.