被钉死的社交媒体 Social media looks like a nail.ppt

Conversity.be/blog Book: “The Conversity Model” “Making money with social media” Out in Feb-March 2011 Leave your business card at Lannoo booth to be the first to know What do social media have that other digital media haven’t got? larger user volumes higher user engagement virality really detailed analytics Please Stop confusing social networks with social media Definition: social networks connecting contacts profile page relationship is mutual (≠ social media) E.g.: Facebook, Netlog, Skyrock, LinkedIn and Hyves Definition: social media media pubishing sharing relationship is non reciprocal (≠ social networks) E.g.: Facebook, Twitter, Flickr, YouTube and blogs Not a bright shiny object Not a free lunch Cost of social media Outsourced: Creative budgets Media budgets New project budgets Insourced: Personnel cost Training Budgets Most companies currently have (72%) or will have (80%) a social media strategy Investment in social media rises from a variety of sources: tied to a specific project/custom media program (35%) as an increase to the marketing budget (33%) funded by moving budget to mainstream media (21%) Source: /mfredactie/kfm-socialmediausage2010 People: employees “To succeed with empowered customers, you must empower your employees to solve customer problems.” Every employee is first line “Companies are unable to scale to keep up with the social phenomenon. We know that customers are using these social technologies to share their voices, and companies are having a very difficult time to keep up. [...] Customers don’t care what department you’re in they just want their problem fixed.” March 2010 Altimeter report More here: /bnox/roi-of-social-media People: users From /terms.php For content that is covered by intellectual property rights, like photos and videos (IP content), you specifically give us the following permission, subject to your privacy and application settings: you grant us a non-exclusive, transferable, sub-licensable, royalty-fr