Beruflich Dokumente
Kultur Dokumente
NETWORKING
Making Friends and Making Money
Cheryl Guerin
VP Promotions and Interactive Marketing / MasterCard
Karen Webster
President / Market Platform Dynamics
“ Viralability ”
23
23%%
35
35%%
99%
%
33
33%% 66
66%%
ill extend from its 489 million users today to over 1 billion
Kids”
07 and is now the leading social network site . In the last yea
153
153%%
33%
%
100
100%%
50
50%% 41
41%%
32
32%% 19
19%%
Addictive
Site March 2007 March 2008 YOY March 2007 March 2008 YOY
Growth Growth
Gap
People visit and spend
Source Extremely or time on social to share
Very Credible and receive information
Business magazines 62%
from credible sources .
Wikipedia 55% 59 % of social networkers
Radio news 53% use these outlets to “ vent ”
Analyst reports 51% about customer experiences
Friends, peers 51%
Newspaper articles 48%
TV news 46%
72 % research companies ’
TV talk shows 45% customer care online prior
Company communications 43% to purchasing products and
Online message boards, forums, newsgroups 38% services
Company’s Web site 37%
Blogs 29% 74 % choose companies / brands
YouTube 28% based on others ’ customer
MySpace, Facebook 23% care experiences shared
Corporate or product advertising 22%
online
Converging
GR
CA
%
43
Source: Paul Gillin, Society for New Communications Research, 2008 Source: eMarketer, May 2008
Effectiveness
Networks
We believe that five major forces will shape
the social networking landscape over the next 1 - 3
years .
Marketers
nities is all about the community , and not about you .
Marketers
Networks
“ A person like me ” is considered the most credible
source of information about a product or company .
Peer - to -
peer
Top - Down
Marketers
o reduce customer acquisition costs and to create a loyal group of ev
not get you very far , but forging a trusted relationship with each me
Networking Sites
Marketers
ting for time and attention means being relevant
Members
10/14/09 21 ©© 2008
2008 Market PlatformDynamics
Market Platform Dynamics
Cause-driven: Implications for
Marketers
10/14/09 22 ©© 2008
2008 Market PlatformDynamics
Market Platform Dynamics
The Spectrum of Social Networking
Strategy
The Social Suite tm
Human Recruit: Use commercial on - line networks , such as
resources LinkedIn
Research and Listen Gain ideas for new product development through
Development
communities
Chevy Tahoe
Sears . com
© 2008 Market Platform Dynamics
Creating "Buzz" About Travel
N e tw o rk s
N e tw o rk s
Strategy
development
Approach channels
and incentives
Strategy
inputs
Customer, product
and brand
“diagnostics ”
CHERYL GUERIN
cheryl_guerin@mastercard . com
KAREN WEBSTER
karen . webster@marketplatforms . com