social media, periklis vanikiotis, boussias comm
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Presented at EDEE event "The Digital Challenge", January 23rd 2008, Athens GreeceTRANSCRIPT
From Virtual Communities to ProduSers and Social Media
Get Experience Before Marketing
“The Digital Challenge”
“The Digital Challenge” boussias|communications
From Virtual Communities to ProduSers and Social Media
boussias|communications“The Digital Challenge”
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From Virtual Communities to ProduSers and Social Media
boussias|communications“The Digital Challenge”
Digital Customer Communities Build BusinessThe web is a giant compiler for marketers Every one Can edit Αctive producers of content Communities help brands
Social Networking Potential
Tech Marketers Customized Advertising via Common Media
Win the ad war with widgetsBuild a social network in less than 60 minutesSocial networks are courting marketers«Brand-saturated» environments
From Virtual Communities to ProduSers and Social Media
boussias|communications“The Digital Challenge”
From Virtual Communities to ProduSers and Social Media
boussias|communications“The Digital Challenge”
From Virtual Communities to ProduSers and Social Media
boussias|communications“The Digital Challenge”
From Virtual Communities to ProduSers and Social Media
boussias|communications“The Digital Challenge”
Member of an old online community
Pioneer
Activist
Need to talk
Distinct communication code
Well educated
Political conscious
Mainly located in USA
From Virtual Communities to ProduSers and Social Media
boussias|communications“The Digital Challenge”
Our predecessors could only dream of the kind of data we now have (I)
From Virtual Communities to ProduSers and Social Media
boussias|communications“The Digital Challenge”
From Virtual Communities to ProduSers and Social Media
boussias|communications“The Digital Challenge”
In general, most people blog for one or more of the following reasons
Freedom of Expression
Self-promotion
Work
Networking
Education
You Have Something to Say:
From Virtual Communities to ProduSers and Social Media
boussias|communications“The Digital Challenge”
From Virtual Communities to ProduSers and Social Media
boussias|communications“The Digital Challenge”
From Virtual Communities to ProduSers and Social Media
boussias|communications“The Digital Challenge”
Our predecessors could only dream of the kind of data we now have (II - SNSes*)
* Social Networking Sites
From Virtual Communities to ProduSers and Social Media
boussias|communications“The Digital Challenge”
Web 2.0 in just under 5 minutes
From Virtual Communities to ProduSers and Social Media
boussias|communications“The Digital Challenge”
Every One Can Edit
From Virtual Communities to ProduSers and Social Media
boussias|communications“The Digital Challenge”
• Facebook: ~ 59 million users and 2 million new ones join each week.
• Daily new user average: 250,000 • On November 6 last year, Facebook announced that 12
global brands had climbed on board. They included Coca-Cola, Blockbuster, Verizon, Sony Pictures and Condé Nast.
• Came out in 2004 initially targeting college students
From Virtual Communities to ProduSers and Social Media
boussias|communications“The Digital Challenge”
• MySpace: ~ 217,000,000 users• Launched in 2003
From Virtual Communities to ProduSers and Social Media
boussias|communications“The Digital Challenge”
• Hi5 – As of December 2007, Hi5 had over 98 million members
• The company was founded in 2002
From Virtual Communities to ProduSers and Social Media
boussias|communications“The Digital Challenge”
• Friendster: ~ 50,000,000 users• Launched in 2002 as the first networking
site
From Virtual Communities to ProduSers and Social Media
boussias|communications“The Digital Challenge”
• LinkedIn: ~ 17,000,000 users• Founded in December 2002 and launched in
May 2003
From Virtual Communities to ProduSers and Social Media
boussias|communications“The Digital Challenge”
• Flixster (movies): ~ 36,000,000 users• Started in January 2006, the site administrators avoided
heavy promotion until November 2006 in order to improve the service.
From Virtual Communities to ProduSers and Social Media
boussias|communications“The Digital Challenge”
• Flickr (Photo sharing): ~ 4,000,000 users• Launched in February 2004
From Virtual Communities to ProduSers and Social Media
boussias|communications“The Digital Challenge”
• Bebo: ~ 40,000,000 users• Launched in July 2005
From Virtual Communities to ProduSers and Social Media
boussias|communications“The Digital Challenge”
Biggest gainers:
Sept ‘07 Unique Visitors
Sept ‘06 Change
1. youtube.com 47,417,527 25,860,510 21,557,017
2. flickr.com 25,278,501 7,382,573 17,895,929
3. fling.com 18,702,338 1,284,273 17,418,065
4. wikipedia.org 51,648,465 35,650,551 15,997,914
5. digg.com 18,401,139 2,854,646 15,546,493
6. google.com 124,544,834 109,080,418 15,464,416
7. att.com 17,984,849 3,221,543 14,763,306
8. facebook.com 24,211,448 9,545,359 14,666,089
9. turn.com 14,296,976 628,718 13,668,258
10. yahoo.com 130,078,549 116,961,340 13,117,209
From Virtual Communities to ProduSers and Social Media
boussias|communications“The Digital Challenge”
According to a report by Datamonitor of the UK titled, "The Future of Social Networking:
Social Networking Sites would have added 230 million users by the end of 2007 and would continue to grow over the next two years, peaking in 2012.
More significantly, the firm predicts that by 2012, revenue from social networking services would be around US$2.4b.
From Virtual Communities to ProduSers and Social Media
boussias|communications“The Digital Challenge”
In Greece
28.621 ενεργά blogs (πηγή: Mpouligator)29.730 ελληνικά Blogs (πηγή: Sync.gr)
From Virtual Communities to ProduSers and Social Media
boussias|communications“The Digital Challenge”
'The Four Fs'
Filters Human wire services
Fanatics True believers and evangelists
Facilitators Community creators
Firecrackers The one-hit wonders of citizen marketers
From Virtual Communities to ProduSers and Social Media
boussias|communications“The Digital Challenge”
Netrepreneurs (4%):
Scene Breakers (5%)
Collaborators (5%)
Connectors (10%)
Transumers (28%)
Essentialists (38%)
http://www.guardian.co.uk/media/2008/jan/07/myspace.digitalmedia?gusrc=rss&feed=networkfront
From Virtual Communities to ProduSers and Social Media
boussias|communications“The Digital Challenge”
They know your music preferences (last.fm)
They know your movies preferences (flixster.com)
They know where you work (linkedin.com)
They know your friends (facebook.com)
They know what are you doing at any time of the day (twitter.com)
They know where you are (twitter.com)
They know how do you look like (flickr.com)
They know your general preferences (favorite lists from social sites)
They know all about you (your blog here)
What Social Sites Know about You *
They know your travelling experiences (whereivebeen.com)
* via Wiggler.gr
From Virtual Communities to ProduSers and Social Media
boussias|communications“The Digital Challenge”
Online communities are everywhere and more are popping up every day.
Why? Simple fact:
Communities help brands. Research shows that online community users
spend 54 percent more than non-community users (eBay, 2006).
From Virtual Communities to ProduSers and Social Media
boussias|communications“The Digital Challenge”
Don't try to use social media sites until you understand the communities.
From Virtual Communities to ProduSers and Social Media
boussias|communications“The Digital Challenge”
Mario Sundar - “Community/Customer evangelist" for the social network LinkedIn
From Virtual Communities to ProduSers and Social Media
boussias|communications“The Digital Challenge”
Get Experience In Social Media Before Marketing
Promote Yourself, Not Your Product
Fish Where the Fish Are
Don't Rush Your Social Media Link Bait
Big Companies Should Create Social Marketing Strategies
Give Them What They Are Looking For
Watch For the Woahs of Social Media Marketing
Don't Dilute the Quality of Your LinkedIn Network
Be Careful With Social Media News Sites
Play Safe In WikiPedia
From Virtual Communities to ProduSers and Social Media
boussias|communications“The Digital Challenge”
From Virtual Communities to ProduSers and Social Media
boussias|communications“The Digital Challenge”
From Virtual Communities to ProduSers and Social Media
boussias|communications“The Digital Challenge”
Periklis Vanikiotis New Media Manager, Boussias Communications
Thank You