صفحه 1:
The sky didn’
IMPLICATIONS
صفحه 2:
Coupon sites have been the second-most-visited
category on the Internet, behind job sites, fora year.
eMarketer May, 2009
Searches for Store Locators and Printable Coupons
0.025%
0.020%
0.015%
0.010%
0.005%
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صفحه 3:
Moms with teens said the internet...
6% 41%
Helped me savemoney through Helped me becomea smarter
accessto easier price comparisons, shopper; product reviews and
coupons, and deal alerts. ratings, blogs and product
information has helpedme make
more informed purchases..
صفحه 4:
صفحه 5:
includes help with making purchase decisions 1
and rediscovering lost skills so you don’thave
to pay someoneelse to do it.
صفحه 6:
hesses this means
6ت لوت كن
صفحه 7:
ne this means
10 9 زا 0
صفحه 8:
cage ve 2 2 ann
و وج ۶
|
كنيد hes مت
صفحه 9:
12
the
won THY PE.
سلسم
The trough isn’t
that disillusioning.
صفحه 10:
VISIBILITY
Peak of Inflated Expectations
Plateau of Productivity
Trough of Di
Technology Trigger
TIME
Innovators Early Adopters Early Majority Late Majority Laggards
Source: Gartner's Hype
صفحه 11:
for وس و بل
the trough.
Social Media
Crowd Sourcing
YOU
Heke.
صفحه 12:
“Label it dnd you can sell hee
Anonymous
صفحه 13:
The legacies
of revolutions are
sometimes more
interesting and
longer lasting.
Mork Fimes
۱
HOW ۲083۳0۶ ۳۳۹۶۶ تیور
صفحه 14:
Just as
L@ | # Creativity
a خلت
۳ 3 OH % Social Media
صفحه 15:
صفحه 16:
“It’s real people having
real conversations about
real objects and ideas.”
صفحه 17:
53105 رت ود نموت مانیوبرده بوره نه] ةدك بع وناج
Why do people really use social networks?
Teens
mAdults
1 1 1 1 1 1 1 1
10 20 30 40 50 60 70 80 90 0
0
Flirt
Promote yourself or your work
Make new business contacts
Organise an eventfora cause
Make new friends
Make plans with friends
Stay in touch
صفحه 18:
a digression
012 ا
F prands 4
د oo ۱ ا ا عر eS 6
صفحه 19:
Phew, there it
Have you ever followed
a brand on Twitter?
"of Sou Have you ever “friended”a brand
on Facebook or MySpace?
= Yes
40.10%
= No
59.90%
BA عن ۶
9
وم 9 oy
و
cs He 0
Vo) Kibo 92۲
صفحه 20:
What is the primary reason
you followa_ brand on Twitter?
| ama current customer
43.5%
Exclusive deals or offers
Other people! know are fans of the brand
What is the primary reason
you “friend” abrand?
Interesting or entertaining content
Service, support, or product news
|ama current customer 32.9%
Other ۵
Exclusive deals or offers 36.9%
Other people! know are fans of the brand
Interesting or entertaining content
Service, support, or product news
Other
But why? Offers. So what can we do?
Source: Razorfish Feed
صفحه 21:
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Source:
Business
Week,
HitWise,
Quidco/YouGov,
BIGresearch
andResource
Interactive,
August2009
Coupon sites have been the second-most-visited
category on the Internet, behind job sites, fora year.
Moms with teens said the internet...
Helped me becomea smarter
shopper; product reviews and
ratings, blogs and product
information has helpedme make
more informed purchases..
Source:
BIGresearch
andResource
Interactive,
August2009
Helped me savemoney through
accessto easier price comparisons,
coupons, and deal alerts.
Source: Mintel
Half
of British consumers now buy on promotion
but it is not all about money off and discounts,
it’s about value.
includes help with making purchase decisions
and rediscovering lost skills so you don’t have
to pay someoneelse to do it.
For businesses this means
%
0
9
trust
om
r
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e
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of advertising...
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Source:
Neilsen,TrustinAdvertising
2009
trust and transparency.
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Source:
Neilsen,TrustinAdvertising
2009
...but this has forced
some brands to use
technology and content
to start talking ina
less hyberbolic, more
transparent and open,
almost human way.
trust
A new realism about
technology and its effects.
#2
The sky didn’t
f a ll
&
The trough isn’t
that disillusioning.
VISIBILITY
Peak of Inflated Expectations
Plateau of Productivity
Slope of Enlightenment
Trough of Disillusionment
Technology Trigger
TIME
Innovators
Early Adopters
Early Majority
Late Majority
Laggards
Source:
Gartner’s
Hype
“Label it and you can sell it.”
- Anonymous
Remember “New Media”?
The legacies
of revolutions are
sometimes more
interesting and
longer lasting.
Just as
Creativity
Social Media
“It’s real people having
real conversations about
real objects and ideas .”
Why do people really use social networks?
Flirt
Teens
Adults
Promote yourself or your work
Make new business contacts
Organise an event fora cause
Make plans with friends
Stay in touch
But w
conne hat about
cting
with
brand
s?
0
10
20
30
40
50
60
70
80
90 100
Sources:PewInternetAndAmericanLifeProject,TaraHunt
Make new friends
a digression
Gurus solda future of people
worshipping brands by “friending”
them and having “conversations”.
15,740
Social
media
“ninja
s” & “ experts, “gu
supers
rus”,
Twitte
tars” o
r (+3.
5x sin
ce Ma n
y!)
bout
a
t
a
h
w
OK, but ng with
connecti
s
?
d
n
a
r
b
Have you ever followed
a brand on Twitter?
Yes
25.50%
Phew, there it is.
Have you ever “friended”a brand
on Facebook or MySpace?
Yes
40.10%
No
74.50%
5
%
8
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Sources:
RazorfishFeed‘09,
GigaTweet,
PennState,
Performics
ns
o
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n
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n
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ti
n
e
m
brand
No
59.90%
What is the primary reason
you followa brand on Twitter?
23.5%
I ama current customer
43.5%
Exclusive deals or offers
Other peopleI know are fans of the brand
6.3%
22.7%
Interesting or entertaining content
Service, support, or product news
Other
What is the primary reason
you “friend”abrand?
3.5%
0.4%
32.9%
I ama current customer
36.9%
Exclusive deals or offers
Other peopleI know are fans of the brand
6.2%
18
Interesting or entertaining content
Service, support, or product news
Other
.2%
5.0%
0.7%
But why? Offers. So what can we do?
Source:
Razorfish
Feed
BRAND
THEIR