3. WHAT IS SOCIAL MEDIA?
Social Media = Content that through user interaction lives and evolves in a digital space.
Friday, April 23, 2010
Social
media
can
be
described
as
content
that
lives
and
evolves
on
the
web.
The
social
media
is
experienced,
shared
and
often
created
within
a
social
network.
Social
media
cannot
be
seen
as
a
static
form
of
media
since
it
always
changes
with
the
response
from
the
consumers,
thus
transforming
people
from
solely
being
content
consumers
to
being
content
producers.
This
allows
for
a
continuous
never-‐ending
exchange
and
development
of
content
throughout
the
digital
space.
4. WHAT IS SOCIAL MEDIA?
Social Media = Content that through user interaction lives and evolves in a digital space.
Traditional Media Social Media
Brand -> User Brand
(One way communication)
User User
(Multi communication)
Static Constantly changing
Advertising = Interruption Advertising = Conversation
Friday, April 23, 2010
Social
media
can
be
described
as
content
that
lives
and
evolves
on
the
web.
The
social
media
is
experienced,
shared
and
often
created
within
a
social
network.
Social
media
cannot
be
seen
as
a
static
form
of
media
since
it
always
changes
with
the
response
from
the
consumers,
thus
transforming
people
from
solely
being
content
consumers
to
being
content
producers.
This
allows
for
a
continuous
never-‐ending
exchange
and
development
of
content
throughout
the
digital
space.
5. WHAT IS SOCIAL MEDIA?
Social Media = Content that through user interaction lives and evolves in a digital space.
The Social Media audience are
The Traditional Media audience are
content consumers AND content
content consumers.
producers.
Friday, April 23, 2010
Social
media
can
be
described
as
content
that
lives
and
evolves
on
the
web.
The
social
media
is
experienced,
shared
and
often
created
within
a
social
network.
Social
media
cannot
be
seen
as
a
static
form
of
media
since
it
always
changes
with
the
response
from
the
consumers,
thus
transforming
people
from
solely
being
content
consumers
to
being
content
producers.
This
allows
for
a
continuous
never-‐ending
exchange
and
development
of
content
throughout
the
digital
space.
7. SOCIAL MEDIA ACTORS
Sites, Services and Applications
Communities
Facebook - General networking:
Over 400 million active users and more than
5 billion pieces of content shared each week.
MySpace - General networking (focus on music):
Over 100 million active users.
Bebo - General networking:
Over 40 million active users.
LinkedIn - Business and professional networking:
Over 60 million active users.
Friday, April 23, 2010
There
are
several
different
ways
for
users
to
engage
in
social
media
or
social
networking.
The
most
common
being
through
general
communities
such
as
Facebook
and
MySpace,
which
allows
for
its
users
to
communicate
and
share
content
between
each
other
as
well
as
create
individual
pro@ile
pages
used
to
display
selected
information
about
themselves.
Facebook
is
the
largest
social
networking
site
in
the
world
with
over
400
million
active
users
and
with
more
that
5
billion
pieces
of
different
content
shared
each
week.
There
are
large
amounts
of
different
social
networking
sites
throughout
the
web.
Some
of
the
major
once
are
LinkedIn,
a
site
for
business
and
professional
related
networking
with
over
60
million
users
as
well
as
Bebo,
Clasemates.com
and
Formspring.me.
There
are
other
social
media
sites
like
Flicker
and
Youtube
functioning
much
like
communities
but
with
a
speci@ic
focus
of
letting
users
upload,
comment
and
share
pictures
or
videos.
Youtube
has
redeemed
enormous
success
and
has
a
total
of
over
a
billion
views
per
day
displaying
music
videos,
TV
and
movie
clips,
videoblogs
as
well
as
other
user-‐generated
videos.
During
the
last
couple
of
years
we
have
also
seen
the
evolution
of
geo-‐location
application
combined
with
social
networking
elements
such
as
Gowalla
and
Foursquare.
These
services
enable
the
user
to
communicate
his
exact
position
in
real
time
as
well
as
see
where
his
fellow
friends,
selected
stores
and
venues
etc
are
located.
Micro
blogging
services
such
as
Twitter
and
Tumblr
has
seen
an
immense
increase
in
users
over
a
short
period
of
time.
Tumblr
functions
as
a
micro
blog
where
users
can
share
pictures
and
other
visual
based
content
whereas
Twitter
displays
140
character
long
messages
communicated
to
a
selected
number
of
followers.
Twitter
also
makes
it
possible
to
browse
selected
topics
through
its
hash-‐tag
feature,
making
it
a
perfect
tool
for
analyzing
different
‘hot
topics’
discussed
by
its
almost
60
million
large
user
base.
Today
most
brands
are
more
or
less
active
on
Twitter.
8. SOCIAL MEDIA ACTORS
Sites, Services and Applications
Communities:
Facebook
MySpace
Bebo
LinkedIn
Content sharing
Youtube - Video sharing:
Over a billion videos viewed per day.
Over 21 hours of video uploaded every minute.
Flickr - Photo sharing:
Over 33 million active users.
Friday, April 23, 2010
There
are
several
different
ways
for
users
to
engage
in
social
media
or
social
networking.
The
most
common
being
through
general
communities
such
as
Facebook
and
MySpace,
which
allows
for
its
users
to
communicate
and
share
content
between
each
other
as
well
as
create
individual
pro@ile
pages
used
to
display
selected
information
about
themselves.
Facebook
is
the
largest
social
networking
site
in
the
world
with
over
400
million
active
users
and
with
more
that
5
billion
pieces
of
different
content
shared
each
week.
There
are
large
amounts
of
different
social
networking
sites
throughout
the
web.
Some
of
the
major
once
are
LinkedIn,
a
site
for
business
and
professional
related
networking
with
over
60
million
users
as
well
as
Bebo,
Clasemates.com
and
Formspring.me.
There
are
other
social
media
sites
like
Flicker
and
Youtube
functioning
much
like
communities
but
with
a
speci@ic
focus
of
letting
users
upload,
comment
and
share
pictures
or
videos.
Youtube
has
redeemed
enormous
success
and
has
a
total
of
over
a
billion
views
per
day
displaying
music
videos,
TV
and
movie
clips,
videoblogs
as
well
as
other
user-‐generated
videos.
During
the
last
couple
of
years
we
have
also
seen
the
evolution
of
geo-‐location
application
combined
with
social
networking
elements
such
as
Gowalla
and
Foursquare.
These
services
enable
the
user
to
communicate
his
exact
position
in
real
time
as
well
as
see
where
his
fellow
friends,
selected
stores
and
venues
etc
are
located.
Micro
blogging
services
such
as
Twitter
and
Tumblr
has
seen
an
immense
increase
in
users
over
a
short
period
of
time.
Tumblr
functions
as
a
micro
blog
where
users
can
share
pictures
and
other
visual
based
content
whereas
Twitter
displays
140
character
long
messages
communicated
to
a
selected
number
of
followers.
Twitter
also
makes
it
possible
to
browse
selected
topics
through
its
hash-‐tag
feature,
making
it
a
perfect
tool
for
analyzing
different
‘hot
topics’
discussed
by
its
almost
60
million
large
user
base.
Today
most
brands
are
more
or
less
active
on
Twitter.
9. SOCIAL MEDIA ACTORS
Sites, Services and Applications
Communities: Content sharing:
Facebook Youtube
MySpace Flickr
Bebo
LinkedIn
Geo Location Apps
Foursquare - Location based social network:
Approximately 1 million users.
Gowalla - Location based social network:
100.000 to 300.000 active users.
Friday, April 23, 2010
There
are
several
different
ways
for
users
to
engage
in
social
media
or
social
networking.
The
most
common
being
through
general
communities
such
as
Facebook
and
MySpace,
which
allows
for
its
users
to
communicate
and
share
content
between
each
other
as
well
as
create
individual
pro@ile
pages
used
to
display
selected
information
about
themselves.
Facebook
is
the
largest
social
networking
site
in
the
world
with
over
400
million
active
users
and
with
more
that
5
billion
pieces
of
different
content
shared
each
week.
There
are
large
amounts
of
different
social
networking
sites
throughout
the
web.
Some
of
the
major
once
are
LinkedIn,
a
site
for
business
and
professional
related
networking
with
over
60
million
users
as
well
as
Bebo,
Clasemates.com
and
Formspring.me.
There
are
other
social
media
sites
like
Flicker
and
Youtube
functioning
much
like
communities
but
with
a
speci@ic
focus
of
letting
users
upload,
comment
and
share
pictures
or
videos.
Youtube
has
redeemed
enormous
success
and
has
a
total
of
over
a
billion
views
per
day
displaying
music
videos,
TV
and
movie
clips,
videoblogs
as
well
as
other
user-‐generated
videos.
During
the
last
couple
of
years
we
have
also
seen
the
evolution
of
geo-‐location
application
combined
with
social
networking
elements
such
as
Gowalla
and
Foursquare.
These
services
enable
the
user
to
communicate
his
exact
position
in
real
time
as
well
as
see
where
his
fellow
friends,
selected
stores
and
venues
etc
are
located.
Micro
blogging
services
such
as
Twitter
and
Tumblr
has
seen
an
immense
increase
in
users
over
a
short
period
of
time.
Tumblr
functions
as
a
micro
blog
where
users
can
share
pictures
and
other
visual
based
content
whereas
Twitter
displays
140
character
long
messages
communicated
to
a
selected
number
of
followers.
Twitter
also
makes
it
possible
to
browse
selected
topics
through
its
hash-‐tag
feature,
making
it
a
perfect
tool
for
analyzing
different
‘hot
topics’
discussed
by
its
almost
60
million
large
user
base.
Today
most
brands
are
more
or
less
active
on
Twitter.
10. SOCIAL MEDIA ACTORS
Sites, Services and Applications
Communities: Content sharing: Geo Location Apps:
Facebook Youtube Foursquare
MySpace Flickr Gowalla
Bebo
LinkedIn
Micro Blogging
Twitter - General micro blogging service:
Over 60 million active users.
Over 50 million tweets per day.
Over 10 billion tweets created since launch.
Tumblr - General micro blogging service
(focus on displaying pictures):
3 to 5 million active users.
Over 2 million posts produced every day.
Friday, April 23, 2010
There
are
several
different
ways
for
users
to
engage
in
social
media
or
social
networking.
The
most
common
being
through
general
communities
such
as
Facebook
and
MySpace,
which
allows
for
its
users
to
communicate
and
share
content
between
each
other
as
well
as
create
individual
pro@ile
pages
used
to
display
selected
information
about
themselves.
Facebook
is
the
largest
social
networking
site
in
the
world
with
over
400
million
active
users
and
with
more
that
5
billion
pieces
of
different
content
shared
each
week.
There
are
large
amounts
of
different
social
networking
sites
throughout
the
web.
Some
of
the
major
once
are
LinkedIn,
a
site
for
business
and
professional
related
networking
with
over
60
million
users
as
well
as
Bebo,
Clasemates.com
and
Formspring.me.
There
are
other
social
media
sites
like
Flicker
and
Youtube
functioning
much
like
communities
but
with
a
speci@ic
focus
of
letting
users
upload,
comment
and
share
pictures
or
videos.
Youtube
has
redeemed
enormous
success
and
has
a
total
of
over
a
billion
views
per
day
displaying
music
videos,
TV
and
movie
clips,
videoblogs
as
well
as
other
user-‐generated
videos.
During
the
last
couple
of
years
we
have
also
seen
the
evolution
of
geo-‐location
application
combined
with
social
networking
elements
such
as
Gowalla
and
Foursquare.
These
services
enable
the
user
to
communicate
his
exact
position
in
real
time
as
well
as
see
where
his
fellow
friends,
selected
stores
and
venues
etc
are
located.
Micro
blogging
services
such
as
Twitter
and
Tumblr
has
seen
an
immense
increase
in
users
over
a
short
period
of
time.
Tumblr
functions
as
a
micro
blog
where
users
can
share
pictures
and
other
visual
based
content
whereas
Twitter
displays
140
character
long
messages
communicated
to
a
selected
number
of
followers.
Twitter
also
makes
it
possible
to
browse
selected
topics
through
its
hash-‐tag
feature,
making
it
a
perfect
tool
for
analyzing
different
‘hot
topics’
discussed
by
its
almost
60
million
large
user
base.
Today
most
brands
are
more
or
less
active
on
Twitter.
11. SOCIAL MEDIA ACTORS
Sites, Services and Applications
Communities: Content sharing:
Facebook Youtube
MySpace Flickr
Bebo
LinkedIn
Micro Blogging: Geo Location Apps:
Twitter Foursquare
Tumblr Gowalla
Friday, April 23, 2010
There
are
several
different
ways
for
users
to
engage
in
social
media
or
social
networking.
The
most
common
being
through
general
communities
such
as
Facebook
and
MySpace,
which
allows
for
its
users
to
communicate
and
share
content
between
each
other
as
well
as
create
individual
pro@ile
pages
used
to
display
selected
information
about
themselves.
Facebook
is
the
largest
social
networking
site
in
the
world
with
over
400
million
active
users
and
with
more
that
5
billion
pieces
of
different
content
shared
each
week.
There
are
large
amounts
of
different
social
networking
sites
throughout
the
web.
Some
of
the
major
once
are
LinkedIn,
a
site
for
business
and
professional
related
networking
with
over
60
million
users
as
well
as
Bebo,
Clasemates.com
and
Formspring.me.
There
are
other
social
media
sites
like
Flicker
and
Youtube
functioning
much
like
communities
but
with
a
speci@ic
focus
of
letting
users
upload,
comment
and
share
pictures
or
videos.
Youtube
has
redeemed
enormous
success
and
has
a
total
of
over
a
billion
views
per
day
displaying
music
videos,
TV
and
movie
clips,
videoblogs
as
well
as
other
user-‐generated
videos.
During
the
last
couple
of
years
we
have
also
seen
the
evolution
of
geo-‐location
application
combined
with
social
networking
elements
such
as
Gowalla
and
Foursquare.
These
services
enable
the
user
to
communicate
his
exact
position
in
real
time
as
well
as
see
where
his
fellow
friends,
selected
stores
and
venues
etc
are
located.
Micro
blogging
services
such
as
Twitter
and
Tumblr
has
seen
an
immense
increase
in
users
over
a
short
period
of
time.
Tumblr
functions
as
a
micro
blog
where
users
can
share
pictures
and
other
visual
based
content
whereas
Twitter
displays
140
character
long
messages
communicated
to
a
selected
number
of
followers.
Twitter
also
makes
it
possible
to
browse
selected
topics
through
its
hash-‐tag
feature,
making
it
a
perfect
tool
for
analyzing
different
‘hot
topics’
discussed
by
its
almost
60
million
large
user
base.
Today
most
brands
are
more
or
less
active
on
Twitter.
12. HOW TO CONQUER THE
SOCIAL MEDIA SPHERE
Successful social media initiatives
Friday, April 23, 2010
13. HOW TO CONQUER THE
SOCIAL MEDIA SPHERE
Successful social media initiatives
The key to success is RELEVANCE
Friday, April 23, 2010
Today
every
brand
is
looking
to
interact
with
its
consumers
within
the
digital
space.
However,
just
being
present
in
the
social
media
sphere
does
not
lead
to
an
automate
increase
in
customers
or
a
more
popular
brand.
The
key
to
success
is
relevance.
Today,
brands
need
to
construct
something
that
is
relevant
both
to
the
consumers
as
well
as
to
the
identity
of
the
brand.
Simply
being
present
within
the
social
media
sphere
does
not
necessarily
mean
that
your
brand
is
social.
A
successful
social
media
initiative
demands
actual
communication
between
the
brand
and
the
consumer.
Instead
of
interrupting
the
target
audience
with
a
one-‐way
message,
brands
need
to
invite
to
a
conversation
-‐
True
consumer
connection
is
only
reached
when
people
become
a
part
of
the
actual
experience.
A
good
example
of
non-‐social
use
of
social
media
is
Facebook
fan
pages.
Most
brands
today
have
a
facebook
fan
page,
however
Facebook
fan
pages
usually
function
more
or
less
as
an
extension
to
the
brand
webpage.
Therefore
not
providing
the
user
with
much
social
interaction,
resulting
in
the
brand
not
establishing
a
true
connection
with
its
consumers.
Simply
being
present
within
the
social
media
sphere
is
not
the
same
as
conducting
social
interaction.
There
are
however
brands
that
successfully
manages
to
socially
interact
with
its
audience
online
such
as
Art
of
The
Trench
by
Burberry.
They
provide
its
audience
with
a
microsite
that
enable
people
form
all
over
the
world
to
upload
pictures
of
themselves
and
others
wearing
trench-‐coats.
Burberry
manages
to
create
an
interactive
social
element
that
is
coherent
with
the
identity
of
the
brand.
Other
projects
worth
mentioning
which
are
not
carried
by
user
generated
content
(USG)
but
provides
a
high
social
media
value
are
the
sound
art
blog
Soundwalk
and
the
inspirational
content
feed
Nowness
both
by
LVMH.
Even
though
these
sites
are
not
promoting
content
created
by
the
users
it
interacts
with
its
audience
through
creating
a
conversation
that
is
relevant
to
the
brand
and
also
allows
for
the
users
to
further
the
communicated
messages
via
other
media
channels
such
as
twitter,
facebook
etc
-‐
The
brand
gets
de@ined
by
the
content
it
provides.
14. HOW TO CONQUER THE
SOCIAL MEDIA SPHERE
Successful social media initiatives
In order for brands to successfully interact with
users in the digital space the communicated
message needs to be:
RELEVANT to its audience
&
RELEVANT to the brand identity
Friday, April 23, 2010
Today
every
brand
is
looking
to
interact
with
its
consumers
within
the
digital
space.
However,
just
being
present
in
the
social
media
sphere
does
not
lead
to
an
automate
increase
in
customers
or
a
more
popular
brand.
The
key
to
success
is
relevance.
Today,
brands
need
to
construct
something
that
is
relevant
both
to
the
consumers
as
well
as
to
the
identity
of
the
brand.
Simply
being
present
within
the
social
media
sphere
does
not
necessarily
mean
that
your
brand
is
social.
A
successful
social
media
initiative
demands
actual
communication
between
the
brand
and
the
consumer.
Instead
of
interrupting
the
target
audience
with
a
one-‐way
message,
brands
need
to
invite
to
a
conversation
-‐
True
consumer
connection
is
only
reached
when
people
become
a
part
of
the
actual
experience.
A
good
example
of
non-‐social
use
of
social
media
is
Facebook
fan
pages.
Most
brands
today
have
a
facebook
fan
page,
however
Facebook
fan
pages
usually
function
more
or
less
as
an
extension
to
the
brand
webpage.
Therefore
not
providing
the
user
with
much
social
interaction,
resulting
in
the
brand
not
establishing
a
true
connection
with
its
consumers.
Simply
being
present
within
the
social
media
sphere
is
not
the
same
as
conducting
social
interaction.
There
are
however
brands
that
successfully
manages
to
socially
interact
with
its
audience
online
such
as
Art
of
The
Trench
by
Burberry.
They
provide
its
audience
with
a
microsite
that
enable
people
form
all
over
the
world
to
upload
pictures
of
themselves
and
others
wearing
trench-‐coats.
Burberry
manages
to
create
an
interactive
social
element
that
is
coherent
with
the
identity
of
the
brand.
Other
projects
worth
mentioning
which
are
not
carried
by
user
generated
content
(USG)
but
provides
a
high
social
media
value
are
the
sound
art
blog
Soundwalk
and
the
inspirational
content
feed
Nowness
both
by
LVMH.
Even
though
these
sites
are
not
promoting
content
created
by
the
users
it
interacts
with
its
audience
through
creating
a
conversation
that
is
relevant
to
the
brand
and
also
allows
for
the
users
to
further
the
communicated
messages
via
other
media
channels
such
as
twitter,
facebook
etc
-‐
The
brand
gets
de@ined
by
the
content
it
provides.
15. HOW TO CONQUER THE
SOCIAL MEDIA SPHERE
Successful social media initiatives
Brands should not spam or interrupt its users.
Instead, they have to invite to a conversation!
Friday, April 23, 2010
Today
every
brand
is
looking
to
interact
with
its
consumers
within
the
digital
space.
However,
just
being
present
in
the
social
media
sphere
does
not
lead
to
an
automate
increase
in
customers
or
a
more
popular
brand.
The
key
to
success
is
relevance.
Today,
brands
need
to
construct
something
that
is
relevant
both
to
the
consumers
as
well
as
to
the
identity
of
the
brand.
Simply
being
present
within
the
social
media
sphere
does
not
necessarily
mean
that
your
brand
is
social.
A
successful
social
media
initiative
demands
actual
communication
between
the
brand
and
the
consumer.
Instead
of
interrupting
the
target
audience
with
a
one-‐way
message,
brands
need
to
invite
to
a
conversation
-‐
True
consumer
connection
is
only
reached
when
people
become
a
part
of
the
actual
experience.
A
good
example
of
non-‐social
use
of
social
media
is
Facebook
fan
pages.
Most
brands
today
have
a
facebook
fan
page,
however
Facebook
fan
pages
usually
function
more
or
less
as
an
extension
to
the
brand
webpage.
Therefore
not
providing
the
user
with
much
social
interaction,
resulting
in
the
brand
not
establishing
a
true
connection
with
its
consumers.
Simply
being
present
within
the
social
media
sphere
is
not
the
same
as
conducting
social
interaction.
There
are
however
brands
that
successfully
manages
to
socially
interact
with
its
audience
online
such
as
Art
of
The
Trench
by
Burberry.
They
provide
its
audience
with
a
microsite
that
enable
people
form
all
over
the
world
to
upload
pictures
of
themselves
and
others
wearing
trench-‐coats.
Burberry
manages
to
create
an
interactive
social
element
that
is
coherent
with
the
identity
of
the
brand.
Other
projects
worth
mentioning
which
are
not
carried
by
user
generated
content
(USG)
but
provides
a
high
social
media
value
are
the
sound
art
blog
Soundwalk
and
the
inspirational
content
feed
Nowness
both
by
LVMH.
Even
though
these
sites
are
not
promoting
content
created
by
the
users
it
interacts
with
its
audience
through
creating
a
conversation
that
is
relevant
to
the
brand
and
also
allows
for
the
users
to
further
the
communicated
messages
via
other
media
channels
such
as
twitter,
facebook
etc
-‐
The
brand
gets
de@ined
by
the
content
it
provides.
16. HOW TO CONQUER THE
SOCIAL MEDIA SPHERE
Successful social media initiatives
True consumer connection is only reached when the
audience feels like they are a part of the brand.
”The experience is the message”
Friday, April 23, 2010
Today
every
brand
is
looking
to
interact
with
its
consumers
within
the
digital
space.
However,
just
being
present
in
the
social
media
sphere
does
not
lead
to
an
automate
increase
in
customers
or
a
more
popular
brand.
The
key
to
success
is
relevance.
Today,
brands
need
to
construct
something
that
is
relevant
both
to
the
consumers
as
well
as
to
the
identity
of
the
brand.
Simply
being
present
within
the
social
media
sphere
does
not
necessarily
mean
that
your
brand
is
social.
A
successful
social
media
initiative
demands
actual
communication
between
the
brand
and
the
consumer.
Instead
of
interrupting
the
target
audience
with
a
one-‐way
message,
brands
need
to
invite
to
a
conversation
-‐
True
consumer
connection
is
only
reached
when
people
become
a
part
of
the
actual
experience.
A
good
example
of
non-‐social
use
of
social
media
is
Facebook
fan
pages.
Most
brands
today
have
a
facebook
fan
page,
however
Facebook
fan
pages
usually
function
more
or
less
as
an
extension
to
the
brand
webpage.
Therefore
not
providing
the
user
with
much
social
interaction,
resulting
in
the
brand
not
establishing
a
true
connection
with
its
consumers.
Simply
being
present
within
the
social
media
sphere
is
not
the
same
as
conducting
social
interaction.
There
are
however
brands
that
successfully
manages
to
socially
interact
with
its
audience
online
such
as
Art
of
The
Trench
by
Burberry.
They
provide
its
audience
with
a
microsite
that
enable
people
form
all
over
the
world
to
upload
pictures
of
themselves
and
others
wearing
trench-‐coats.
Burberry
manages
to
create
an
interactive
social
element
that
is
coherent
with
the
identity
of
the
brand.
Other
projects
worth
mentioning
which
are
not
carried
by
user
generated
content
(USG)
but
provides
a
high
social
media
value
are
the
sound
art
blog
Soundwalk
and
the
inspirational
content
feed
Nowness
both
by
LVMH.
Even
though
these
sites
are
not
promoting
content
created
by
the
users
it
interacts
with
its
audience
through
creating
a
conversation
that
is
relevant
to
the
brand
and
also
allows
for
the
users
to
further
the
communicated
messages
via
other
media
channels
such
as
twitter,
facebook
etc
-‐
The
brand
gets
de@ined
by
the
content
it
provides.
17. HOW TO CONQUER THE
SOCIAL MEDIA SPHERE
Successful social media initiatives
Examples:
Friday, April 23, 2010
Today
every
brand
is
looking
to
interact
with
its
consumers
within
the
digital
space.
However,
just
being
present
in
the
social
media
sphere
does
not
lead
to
an
automate
increase
in
customers
or
a
more
popular
brand.
The
key
to
success
is
relevance.
Today,
brands
need
to
construct
something
that
is
relevant
both
to
the
consumers
as
well
as
to
the
identity
of
the
brand.
Simply
being
present
within
the
social
media
sphere
does
not
necessarily
mean
that
your
brand
is
social.
A
successful
social
media
initiative
demands
actual
communication
between
the
brand
and
the
consumer.
Instead
of
interrupting
the
target
audience
with
a
one-‐way
message,
brands
need
to
invite
to
a
conversation
-‐
True
consumer
connection
is
only
reached
when
people
become
a
part
of
the
actual
experience.
A
good
example
of
non-‐social
use
of
social
media
is
Facebook
fan
pages.
Most
brands
today
have
a
facebook
fan
page,
however
Facebook
fan
pages
usually
function
more
or
less
as
an
extension
to
the
brand
webpage.
Therefore
not
providing
the
user
with
much
social
interaction,
resulting
in
the
brand
not
establishing
a
true
connection
with
its
consumers.
Simply
being
present
within
the
social
media
sphere
is
not
the
same
as
conducting
social
interaction.
There
are
however
brands
that
successfully
manages
to
socially
interact
with
its
audience
online
such
as
Art
of
The
Trench
by
Burberry.
They
provide
its
audience
with
a
microsite
that
enable
people
form
all
over
the
world
to
upload
pictures
of
themselves
and
others
wearing
trench-‐coats.
Burberry
manages
to
create
an
interactive
social
element
that
is
coherent
with
the
identity
of
the
brand.
Other
projects
worth
mentioning
which
are
not
carried
by
user
generated
content
(USG)
but
provides
a
high
social
media
value
are
the
sound
art
blog
Soundwalk
and
the
inspirational
content
feed
Nowness
both
by
LVMH.
Even
though
these
sites
are
not
promoting
content
created
by
the
users
it
interacts
with
its
audience
through
creating
a
conversation
that
is
relevant
to
the
brand
and
also
allows
for
the
users
to
further
the
communicated
messages
via
other
media
channels
such
as
twitter,
facebook
etc
-‐
The
brand
gets
de@ined
by
the
content
it
provides.
18. HOW TO CONQUER THE
SOCIAL MEDIA SPHERE
Successful social media initiatives
Examples No.1 - Art of The Trench by Burberry
A micro site enabling people to upload and share
pictures of themselves or others in trench coats.
Friday, April 23, 2010
Today
every
brand
is
looking
to
interact
with
its
consumers
within
the
digital
space.
However,
just
being
present
in
the
social
media
sphere
does
not
lead
to
an
automate
increase
in
customers
or
a
more
popular
brand.
The
key
to
success
is
relevance.
Today,
brands
need
to
construct
something
that
is
relevant
both
to
the
consumers
as
well
as
to
the
identity
of
the
brand.
Simply
being
present
within
the
social
media
sphere
does
not
necessarily
mean
that
your
brand
is
social.
A
successful
social
media
initiative
demands
actual
communication
between
the
brand
and
the
consumer.
Instead
of
interrupting
the
target
audience
with
a
one-‐way
message,
brands
need
to
invite
to
a
conversation
-‐
True
consumer
connection
is
only
reached
when
people
become
a
part
of
the
actual
experience.
A
good
example
of
non-‐social
use
of
social
media
is
Facebook
fan
pages.
Most
brands
today
have
a
facebook
fan
page,
however
Facebook
fan
pages
usually
function
more
or
less
as
an
extension
to
the
brand
webpage.
Therefore
not
providing
the
user
with
much
social
interaction,
resulting
in
the
brand
not
establishing
a
true
connection
with
its
consumers.
Simply
being
present
within
the
social
media
sphere
is
not
the
same
as
conducting
social
interaction.
There
are
however
brands
that
successfully
manages
to
socially
interact
with
its
audience
online
such
as
Art
of
The
Trench
by
Burberry.
They
provide
its
audience
with
a
microsite
that
enable
people
form
all
over
the
world
to
upload
pictures
of
themselves
and
others
wearing
trench-‐coats.
Burberry
manages
to
create
an
interactive
social
element
that
is
coherent
with
the
identity
of
the
brand.
Other
projects
worth
mentioning
which
are
not
carried
by
user
generated
content
(USG)
but
provides
a
high
social
media
value
are
the
sound
art
blog
Soundwalk
and
the
inspirational
content
feed
Nowness
both
by
LVMH.
Even
though
these
sites
are
not
promoting
content
created
by
the
users
it
interacts
with
its
audience
through
creating
a
conversation
that
is
relevant
to
the
brand
and
also
allows
for
the
users
to
further
the
communicated
messages
via
other
media
channels
such
as
twitter,
facebook
etc
-‐
The
brand
gets
de@ined
by
the
content
it
provides.
19. HOW TO CONQUER THE
SOCIAL MEDIA SPHERE
Successful social media initiatives
Examples No.1 - Art of The Trench by Burberry
Art of The Trench successfully interacts with its
target audience in a fun and unique way - A way
which is totally coherent with the identity of the
brand.
It creates an incentive for fashion interested people
all around the world to take part.
It is also extremely culturally relevant.
Friday, April 23, 2010
Today
every
brand
is
looking
to
interact
with
its
consumers
within
the
digital
space.
However,
just
being
present
in
the
social
media
sphere
does
not
lead
to
an
automate
increase
in
customers
or
a
more
popular
brand.
The
key
to
success
is
relevance.
Today,
brands
need
to
construct
something
that
is
relevant
both
to
the
consumers
as
well
as
to
the
identity
of
the
brand.
Simply
being
present
within
the
social
media
sphere
does
not
necessarily
mean
that
your
brand
is
social.
A
successful
social
media
initiative
demands
actual
communication
between
the
brand
and
the
consumer.
Instead
of
interrupting
the
target
audience
with
a
one-‐way
message,
brands
need
to
invite
to
a
conversation
-‐
True
consumer
connection
is
only
reached
when
people
become
a
part
of
the
actual
experience.
A
good
example
of
non-‐social
use
of
social
media
is
Facebook
fan
pages.
Most
brands
today
have
a
facebook
fan
page,
however
Facebook
fan
pages
usually
function
more
or
less
as
an
extension
to
the
brand
webpage.
Therefore
not
providing
the
user
with
much
social
interaction,
resulting
in
the
brand
not
establishing
a
true
connection
with
its
consumers.
Simply
being
present
within
the
social
media
sphere
is
not
the
same
as
conducting
social
interaction.
There
are
however
brands
that
successfully
manages
to
socially
interact
with
its
audience
online
such
as
Art
of
The
Trench
by
Burberry.
They
provide
its
audience
with
a
microsite
that
enable
people
form
all
over
the
world
to
upload
pictures
of
themselves
and
others
wearing
trench-‐coats.
Burberry
manages
to
create
an
interactive
social
element
that
is
coherent
with
the
identity
of
the
brand.
Other
projects
worth
mentioning
which
are
not
carried
by
user
generated
content
(USG)
but
provides
a
high
social
media
value
are
the
sound
art
blog
Soundwalk
and
the
inspirational
content
feed
Nowness
both
by
LVMH.
Even
though
these
sites
are
not
promoting
content
created
by
the
users
it
interacts
with
its
audience
through
creating
a
conversation
that
is
relevant
to
the
brand
and
also
allows
for
the
users
to
further
the
communicated
messages
via
other
media
channels
such
as
twitter,
facebook
etc
-‐
The
brand
gets
de@ined
by
the
content
it
provides.
20. HOW TO CONQUER THE
SOCIAL MEDIA SPHERE
Successful social media initiatives
Examples No.2 - Soundwalk / Louis Vuitton Sonic City Guides
Soundwalk in collaboration with LV creates sound tours of
different cities around the world.
Friday, April 23, 2010
Today
every
brand
is
looking
to
interact
with
its
consumers
within
the
digital
space.
However,
just
being
present
in
the
social
media
sphere
does
not
lead
to
an
automate
increase
in
customers
or
a
more
popular
brand.
The
key
to
success
is
relevance.
Today,
brands
need
to
construct
something
that
is
relevant
both
to
the
consumers
as
well
as
to
the
identity
of
the
brand.
Simply
being
present
within
the
social
media
sphere
does
not
necessarily
mean
that
your
brand
is
social.
A
successful
social
media
initiative
demands
actual
communication
between
the
brand
and
the
consumer.
Instead
of
interrupting
the
target
audience
with
a
one-‐way
message,
brands
need
to
invite
to
a
conversation
-‐
True
consumer
connection
is
only
reached
when
people
become
a
part
of
the
actual
experience.
A
good
example
of
non-‐social
use
of
social
media
is
Facebook
fan
pages.
Most
brands
today
have
a
facebook
fan
page,
however
Facebook
fan
pages
usually
function
more
or
less
as
an
extension
to
the
brand
webpage.
Therefore
not
providing
the
user
with
much
social
interaction,
resulting
in
the
brand
not
establishing
a
true
connection
with
its
consumers.
Simply
being
present
within
the
social
media
sphere
is
not
the
same
as
conducting
social
interaction.
There
are
however
brands
that
successfully
manages
to
socially
interact
with
its
audience
online
such
as
Art
of
The
Trench
by
Burberry.
They
provide
its
audience
with
a
microsite
that
enable
people
form
all
over
the
world
to
upload
pictures
of
themselves
and
others
wearing
trench-‐coats.
Burberry
manages
to
create
an
interactive
social
element
that
is
coherent
with
the
identity
of
the
brand.
Other
projects
worth
mentioning
which
are
not
carried
by
user
generated
content
(USG)
but
provides
a
high
social
media
value
are
the
sound
art
blog
Soundwalk
and
the
inspirational
content
feed
Nowness
both
by
LVMH.
Even
though
these
sites
are
not
promoting
content
created
by
the
users
it
interacts
with
its
audience
through
creating
a
conversation
that
is
relevant
to
the
brand
and
also
allows
for
the
users
to
further
the
communicated
messages
via
other
media
channels
such
as
twitter,
facebook
etc
-‐
The
brand
gets
de@ined
by
the
content
it
provides.
21. HOW TO CONQUER THE
SOCIAL MEDIA SPHERE
Successful social media initiatives
Examples No.3 - Nowness by LVMH
A blog showcasing content from different creative
talents all around the world.
Friday, April 23, 2010
Today
every
brand
is
looking
to
interact
with
its
consumers
within
the
digital
space.
However,
just
being
present
in
the
social
media
sphere
does
not
lead
to
an
automate
increase
in
customers
or
a
more
popular
brand.
The
key
to
success
is
relevance.
Today,
brands
need
to
construct
something
that
is
relevant
both
to
the
consumers
as
well
as
to
the
identity
of
the
brand.
Simply
being
present
within
the
social
media
sphere
does
not
necessarily
mean
that
your
brand
is
social.
A
successful
social
media
initiative
demands
actual
communication
between
the
brand
and
the
consumer.
Instead
of
interrupting
the
target
audience
with
a
one-‐way
message,
brands
need
to
invite
to
a
conversation
-‐
True
consumer
connection
is
only
reached
when
people
become
a
part
of
the
actual
experience.
A
good
example
of
non-‐social
use
of
social
media
is
Facebook
fan
pages.
Most
brands
today
have
a
facebook
fan
page,
however
Facebook
fan
pages
usually
function
more
or
less
as
an
extension
to
the
brand
webpage.
Therefore
not
providing
the
user
with
much
social
interaction,
resulting
in
the
brand
not
establishing
a
true
connection
with
its
consumers.
Simply
being
present
within
the
social
media
sphere
is
not
the
same
as
conducting
social
interaction.
There
are
however
brands
that
successfully
manages
to
socially
interact
with
its
audience
online
such
as
Art
of
The
Trench
by
Burberry.
They
provide
its
audience
with
a
microsite
that
enable
people
form
all
over
the
world
to
upload
pictures
of
themselves
and
others
wearing
trench-‐coats.
Burberry
manages
to
create
an
interactive
social
element
that
is
coherent
with
the
identity
of
the
brand.
Other
projects
worth
mentioning
which
are
not
carried
by
user
generated
content
(USG)
but
provides
a
high
social
media
value
are
the
sound
art
blog
Soundwalk
and
the
inspirational
content
feed
Nowness
both
by
LVMH.
Even
though
these
sites
are
not
promoting
content
created
by
the
users
it
interacts
with
its
audience
through
creating
a
conversation
that
is
relevant
to
the
brand
and
also
allows
for
the
users
to
further
the
communicated
messages
via
other
media
channels
such
as
twitter,
facebook
etc
-‐
The
brand
gets
de@ined
by
the
content
it
provides.
22. HOW TO CONQUER THE
SOCIAL MEDIA SPHERE
Successful social media initiatives
Examples No.2 - Soundwalk / Louis Vuitton Sonic City Guides
&
Examples No.3 - Nowness by LVMH
Even though these sites are not showcasing user generated content they
interacts with its audience through inspiring and enabling conversations which is
relevant to the selected brands.
The brand becomes defined by the content it provides.
Friday, April 23, 2010
Today
every
brand
is
looking
to
interact
with
its
consumers
within
the
digital
space.
However,
just
being
present
in
the
social
media
sphere
does
not
lead
to
an
automate
increase
in
customers
or
a
more
popular
brand.
The
key
to
success
is
relevance.
Today,
brands
need
to
construct
something
that
is
relevant
both
to
the
consumers
as
well
as
to
the
identity
of
the
brand.
Simply
being
present
within
the
social
media
sphere
does
not
necessarily
mean
that
your
brand
is
social.
A
successful
social
media
initiative
demands
actual
communication
between
the
brand
and
the
consumer.
Instead
of
interrupting
the
target
audience
with
a
one-‐way
message,
brands
need
to
invite
to
a
conversation
-‐
True
consumer
connection
is
only
reached
when
people
become
a
part
of
the
actual
experience.
A
good
example
of
non-‐social
use
of
social
media
is
Facebook
fan
pages.
Most
brands
today
have
a
facebook
fan
page,
however
Facebook
fan
pages
usually
function
more
or
less
as
an
extension
to
the
brand
webpage.
Therefore
not
providing
the
user
with
much
social
interaction,
resulting
in
the
brand
not
establishing
a
true
connection
with
its
consumers.
Simply
being
present
within
the
social
media
sphere
is
not
the
same
as
conducting
social
interaction.
There
are
however
brands
that
successfully
manages
to
socially
interact
with
its
audience
online
such
as
Art
of
The
Trench
by
Burberry.
They
provide
its
audience
with
a
microsite
that
enable
people
form
all
over
the
world
to
upload
pictures
of
themselves
and
others
wearing
trench-‐coats.
Burberry
manages
to
create
an
interactive
social
element
that
is
coherent
with
the
identity
of
the
brand.
Other
projects
worth
mentioning
which
are
not
carried
by
user
generated
content
(USG)
but
provides
a
high
social
media
value
are
the
sound
art
blog
Soundwalk
and
the
inspirational
content
feed
Nowness
both
by
LVMH.
Even
though
these
sites
are
not
promoting
content
created
by
the
users
it
interacts
with
its
audience
through
creating
a
conversation
that
is
relevant
to
the
brand
and
also
allows
for
the
users
to
further
the
communicated
messages
via
other
media
channels
such
as
twitter,
facebook
etc
-‐
The
brand
gets
de@ined
by
the
content
it
provides.
23. THE FUTURE OF
SOCIAL MEDIA
What will happen next?
Friday, April 23, 2010
24. THE FUTURE OF SOCIAL MEDIA
What will happen next?
The social media of the future will:
Friday, April 23, 2010
25. THE FUTURE OF SOCIAL MEDIA
What will happen next?
Offer less friction
Be more interlaced with our daily lives
Allow us to interact with our surroundings
Provide more local and customized information
Friday, April 23, 2010
26. THE FUTURE OF SOCIAL MEDIA
What will happen next?
This will be enabled through new technologies such as:
Friday, April 23, 2010
27. THE FUTURE OF SOCIAL MEDIA
What will happen next?
RFID Tags and Transponders
Arduino circuit boards
Biometric face recognition
Friday, April 23, 2010
28. THE FUTURE OF SOCIAL MEDIA
What will happen next?
The current social media revolution can be divided into five phases.
Friday, April 23, 2010
29. THE FUTURE OF SOCIAL MEDIA
What will happen next?
Phase No.1 - Social Relationship
People connect with each other and share content within different
social networks. (Facebook, MySpace)
Phase No.2 - Social Functionality
Social networks starts providing users with valuable services.
(Clouds, Geo Location)
Phase No.3 - Social Colonization
Our entire online experience becomes connected with social
networks. (Facebook Connect, OpenID)
Phase No.4 - Social Context
The content becomes personal and more heavily intertwined with
our daily lives. (RFID Tags and Transponders, Biometric Face
Recognition)
Phase No.5 - Social Commerce
Social media is now a regular part of our daily lives. Experiences are
shared in an online environment as much as in real life. Information is
hyper relevant, tailored and always accessible.
Friday, April 23, 2010
