Präsentation für Web 2.0 Seminar des Europa Haus Marienberg am 4.11.2010

1. mediaman // expect more from digital
Social Media: Introduction And Cases // Pia Johannson, mediaman

2. Agenda:
What is social media?
What companies do in social
media
Social media trends
About mediaman:
a glance on who we are and
what we do
Quelle: www.matthiaskandel.de/blog/category/netzkultur/

3. What is social media?
Social media are media for
social interaction, using highly
accessible and scalable
publishing techniques.
Social media uses web-based
technologies to turn
communication into interactive
dialogues.
Web 2.0 is a catchword which is
used for a row of interactive and
collaborative elements of the
Internet, especially of the World
Wide Web. Following the version
numbers of software products it
describes a new generation of Quelle: marketingfeeds.nl/tag/strategie
the web.

4. Social Media Landscape 2007
Quelle: http://share.flowtown.com

5. Social Media Landscape 2010 - north
Quelle: http://www.flowtown.com

6. Social Media Landscapes 2010 - south
Quelle: http://www.flowtown.com

7. Social networks worldwide 2008.

8. Examples – what and where it all is.
Combined on social media
platforms:
Expressing: publish, discuss,
aggregate
Networking: search, contact,
collect
Sharing, comment, rating:
content, products, places
Gaming: social, casual…

9. Change Of Media Use
Like remote control changed TV,
social media changes the
internet.
Two Australian girls fall in a well
shaft, cannot escape from own
strength. What do they do?
Via mobile phone they post their
status in Facebook.
A friend reads the post and
organises help.

10. Social Media is interesting, because
3 out of 4 americans use
social media technology
(Forrester, The Growth Of
Social Technology Adoption,
2008)
2/3 of the global internet
population visit social
networks
visiting social sites is now the
4th most popular online
activity—ahead of personal
email
time spent on social networks
is growing 3 times faster than
time spent at the internet.
time pent in social media is
accounting for ~10% of all
internet time. (Nielsen,
Global Faces & Networked
Places, 2009)
.

11. Time and users increase.
The number of users has
doubled from nearly 400
Million on 800 Million within
2,5 years.
Time spent with social media
(per month globally) rised
from 50 minutes up to 200
minutes within 2,5 years.

12. More facts.
800,000,000: 2,000,000:
Online users The number of
worldwide are websites with
registered at the Facebook
least in one button “Like”.
social network.
Quelle: manomaniac,
Flickr
5,000,000,000: 1,000,000,000:
The amount of
The number of content (links,
minutes spent news, posts,
on Facebook notes, photos)
each day. shared each
week on
Facebook.

13. More facts.
13 hours: 412.3 years:
The amount of The length of
video uploaded time it would
to YouTube take to view
every minute. every YouTube
video.
Flickr: Okynneskyss Flickr: Okynneskyss
Flickr: Landris
13,000,000: 100,000,000:
The number of The number of
articles YouTube
available on videos viewed
Wikipedia. per day.

14. More facts.
3,600,000,000: 1382%:
The number of The monthly
photos archived growth rate of
on Flickr.com Twitter users
as of June from January to
2009. February 2009.
5,000,000: 3,000,000
The average
The number of number of
active Barack Tweets per day
Obama on Twitter.com.
supporters
cross 15 social
Quelle: www.majordojo.com networks.

15. Agenda:
What is social media?
What companies do in
social media
Social media trends
About mediaman:
a glance on who we are and
what we do
Flickr: Landris
Flickr: captcreate

18. Social media case: Nestlé.
Nestlé did not manage.

19. Greenpeace starts campaign with a video on Youtube
2010/03/17: Greenpeace
published the video on Youtube.

20. The campaign rolls.
Evening of the same day: Nestlé
removed the video from
Youtube, because of copyright
injuries.
Greenpeace: "Nestle today
admitted that they have been
using palm oil from the
destroyed rainforest in products
such as KitKat, but having our
video removed proves they are
still trying to hide that fact. We'll
continue putting the video up on
other websites until Nestle
removes all rainforest destroying
palm oil from its supply chain.“

21. Kitkat fanpage on Facebook (1)

22. Kitkat fanpage on Facebook (2)

23. Mass media vs. Social media
Where is the mass media?
This is the number of the Posts
on the subject Palm oil after
media types. In front: Twitter,
because many users dispatched
the Greenpeace video via
Twitter.

24. What happened?
2010/03/18: 2010/03/19:
Nestlé says Nestlé deletes
that the direct the biggest
palm oil supply Kitkat fan page
agreements on Facebook
with the Sina with 700,000
Mas group in fans.
Indonesia are
put out.
2010/03/24: March/April
2010:
Greenpeace
with new spot. Media
reactions.

25. Reputation? Surprisingly realistic.
Nestle’s reputation only takes a
modest hit:
When YouTube pulled down the
video Greenpeace countered by
putting it on Vimeo where it has
had more than 242,000 views.
Looking at sentiment Nestle
within the blogosphere before
and after:
Before the report, sentiment for
“Nestle” was 42% positive and
16% negative. After it, sentiment
has changed to 36% positive
and 21% negative.

26. Social Media Case: Old Spice Man.
Old spice made it.

27. Social Media Case: Old Spice Man.

28. Social Media Case: Old Spice Man.
The brand "Old Spice" of the
American Procter & Gamble
group had an immense image
problem: Especially young
people found the perfume “old-
fashioned”.
During the Super Bowl in
February 2010 the company
started with the following
commercial in which "Old Spice
Man” first entered the advertising
stage …
Special: Isaiah Mustafa (who
was a football pro in the NFL).

29. Social Media Case: Old Spice Man.
"Today could be just like the other 364 days
you log into Twitter, or maybe the Old Spice
Man shows up @Old Spice.“

30. Social Media Case: Old Spice Man.
In only two days Old Spice Man
answered with more than 180
video-answers, which were
produced and published on
Youtube.
Here is one if it. That was the
question:
@OldSpice Can U Ask my
girlfriend to marry me? Her
name is Angela A. Hutt-
Chamberlin #Johannes S.
#Beals

31. Social Media Case: Old Spice Man.
80,000 Twitter 740 000 fans
followers in two on Facebook
days
Youtube: OldSpice.com
More than traffic bumped
100,000,000 by 300%
views for the
videos.
No. 1 all-time
most-viewed
sponsored
channel.

32. Another Example: A hunter shoots a bear.
A bear, YouTube and Tippex in
an interactive video: Users can
type in, what they want the
hunter to do with the bear.

33. How to act in social media.
Listen. Engage. Measure.

34. Agenda:
What is social media?
What companies do in social
media
Social media trends
About mediaman:
a glance on who we are and
what we do

35. Social media trends
Facebook fanpages replace microsites
Social payment
Media merge
Geolocation
Real time

36. Social Media Trend 1.
Facebook fanpages replace microsites

39. Social Media Trend 2.
Social payment

40. 40

41. 41

43. 43

45. 45

46. 46

47. 47

48. Social Media Trend 3.
Media merge, a few basis platforms stay
48

49. 49

50. Facebook Office von Microsoft
50

51. Facebook Webshop
51

52. 52

53. Social Media Trend 4.
Real-time.
53

54. ROADTRIP MIT CHEVROLET
54

55. 55

56. 56

57. Facebook Soap
http://www.ndreams.co.uk/soalaunch
Trendreport 05/2010
57

58. Facebook Soap
http://www.ndreams.co.uk/soalaunch
Trendreport 05/2010
58

59. Social Media Trend 5: Geolocation
Geolocation.
59

60. Trend 4: Geolocation
60

62. Agenda:
What is social media?
What companies do in social
media
Social media trends
About mediaman:
a glance on who we
are and what we do

63. mediaman on the internet (1)
Germany USA
China Mobile

64. mediaman on the internet (2)
Blog: evolution Facebook
Twitter webnwine

65. mediaman is a network for digital marketing.
Privately owned and operated.
100
digital minds
worldwide

66. Our Mission.
Making life, communication,
work, and shopping on the net easier.
And more exciting.

67. We develop the digital idea for marketing and build
the interfaces and platforms.
Desktop
Interface Mobile Platform
Instore

68. Desktop: Example eMB.
Interface & Platform:
Customer Mercedes-Benz,
project eMB.
Since 2003 mediaman is one
of the most important
partners for daimler for the
construction of the worldwide
platform eMB
Our experts develop
interface, fine specification,
do usability testing and
encode jsp pages.

69. Mobile: Example iphone App
Interface & Platform:
Customer Zurich Financial
Services Group, iPhone app
The free application provides
people involved in an
accident or witnesses with
concrete instructions for
initial measures at the place
of accident.
mediaman has assisted with
the launch of the application
in the store with on-site and
blog marketing for the Zurich
accident assistant.

70. Instore: Example future of consulting
Interface & Platform:
Partner HypoVereinsbank,
Hochschule Darmstadt.
We develop an entirely
scenario including multitouch
application: Thus finance
customers will be consulted
in future.
Apps for multitouch-devices
extend brand and product
experience to the Point-of-
Sale/Interest.

71. How we work
Think. Create. Engage.

72. Think
User Experience Modeling
Think. Create. Engage.

73. Create
Technical Architecture
Think. Create. Engage.

74. Engage
Think. Create. Engage. Content Development

75. Our pride and joy.
Since 1996.
We are proud of our many loyal clients.

76. Selection of Clients.
Insurance Automotive Pharma & Finance Industry & Consumer
Chemicals Energy Goods

77. Global References.
Merck: Brita:
Global Rollout and
Relaunch support into
Corporate nearly 50
Website countries.
merck.de and
Rollout into 80
countries.
Boehringer Truckstore:
Ingelheim: Realisation of
Realization the whole
Corporate platform and
Website and European
Rollout into 68 Rollout
countries and
divisions

78. Calculation / Business Tool References.
DWS.com China
(US): Construction
Website- Bank:
Relaunch, Fonds Website
Mutual Fund Relaunch and
Finder Development of
Business Tools
Zurich: DA Direkt:
Overall german Website
Website- Relaunch,
System, Calculation
several Tools, Service
processes and Portal
applications for
business needs

79. That‘s our work for Mercedes Benz.
The Car Configurator.
The Car Configurator
Conception, design, detailed
specification
Usability consultancy and
testing
Technical realization HTML &
JSP
Test automating
change-request-management
Coordination and cooperation
with several backend
integrators
Localization and roll-out
handling in more than 44
markets

85. 85

86. What we do for our clients.
Social media projects by mediaman.

93. mediaman // expect more from digital
Thank you! Any questions? // pia.johannson@mediaman.de // T 06131 2120-321

94. References
Pictures : Links to Videos:
www.matthiaskandel.de/blog/category/netzkultur Greenpeace Nestlé Killer:
http://www.youtube.com/watch?v=HS_JZgjB1Ws
marketingfeeds.nl/tag/strategie
Old Spice:
share.flowtown.com http://www.youtube.com/user/OldSpice?blend=2
&ob=1#p/c/440B5AD92C9B3BD3/0/owGykVbfg
www.majordojo.com UE
Flickr.com: Manomaniac, Okynneskyss, Landris, Old Spice answers:
captcreate http://www.youtube.com/user/OldSpice?blend=2
&ob=1#g/c/484F058C3EAF7FA6
Tippex:
http://www.youtube.com/watch?v=4ba1BqJ4S2M
&feature=mfu_in_order
Copyright © 2010 mediaman GmbH, Mainz DE