JLA © 2008 Alice in Social Media Land Joseph Lewis Aguirre

Partial 360 Degree View - Joseph Lewis Aguirre Direct reports Scott Stilligner - Koohs Ball® Inventor Joan Cui- runs here $16M business in China Rolf Stenberg - EMEA Managing Director Bert Forniciari Cindy Reese Greg Podshadley Mike Phillips Dave Tjon Terry Walters Drew Loucks Dona Savic Solomon Ho Worked with, tutored by National Luminaries Ben Wegbreit CMUs ED Swierk, Gordon Bell Worked with Michael Ramsay - TiVo foundeer Steve Blank, E*Piphany Drew Hoffman - AristaSoft Eric Hahn, Collabra/Netscape/AOL Shari Nolan/Jeff ConvergeNet/Dell Bobby Johnson, Foundry Networks Robert Van Naarden, Authentidate Palm's CEO Jon Rubinstein Coulomb's Richard Lowenthal Kubota, Shiragami-San Kubota, Abe Jiro Bruce Birden Amplifynet, Ray Hou Counterpoint, Fred Kiremidjian MasterView, Jon Hui Brocade, Greg Reyes Telcontar, Eric Carlson Jack Cleary Bruce Razban Axsun Technologies, Jack Kay Aptec's Gary McCalpine MAG, Vincent Kao OpenShark, Darwin Chang AmTRAN,s Lawrence Liu Steve Vollum, Tektronix William Wang, MAG, Vizio Alpah WU, AmTRAN Tom Moir, Aptec Greg Baum, Aptec Pauline Alker/Raymond Hou, Amplifynet Allen Michels, Convergent, Verdasys Pauline Alker Counterpoint/Acer Richard Lowenthal, Mayor City of Cupertino Ben Wegbreit, Ardent/E.piphany Worked For/Mentored by CrossPoint Ventures, Bob Lisbonne Silicon Valley Funding, Les Boes IFC, Ravi Vish Olympic Capital, Michael Ting SunSino Ventures, Wei Jung Chang Chia Heri Group, Peter Hou Neal Dempsey, Bay Partners Thomas Rosch, Interwest Partners Pacific Century, Harish Counsel Venture Capital SGI, Mark Miller Mitsubishi, Dale Manu Mitsubishi, Kaz Hayakawa Sun, Tom Fussy IBM, Susan Luerich Apple, Paul Alvarez Apple: Dr. Way Ting Dell's Dennis Selman HP, Glenn Dougherty HP, Diane Urrutia Clients

Agenda The power is in the waht Cost-Benefit Digital Universe Marketing 101 Customer relationship marketing How much advertisement? Having your PI and eating it Affinity Groups Social Media and Minorities in the USA Entertainment Commonly used social media JLA © 2008

Forces of Influence

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Functional Intimate Evangelist TIME CUSTOMER PERCEPTION General Personal Other Customer Experience as a function of Time

Price Product Promotion Place Brand Customer Perception Individualization Interactivity Framework for Building Sustainable Customer Relationships Functional Intimate Evangelist Time

Customer Relationship Strategy

Branding PLACE PRODUCT Individual PROMOTIONPRICE Interactivity 2Is and 4Ps

Price Product Place Promotion Individualization Interactivity E-Marketing Mix

BizReport, 2007, ranked by number of YouTube views, are:- 1. Cadbury - Gorilla Drumming - 5 million 2. Smirnoff – Green Tea Partay – 3.4 million 3. Ray-Ban – Catch Sunglasses – 3.2 million 4. Blendtec – Will it Blend? – 2.7 million 5. Lynx/Axe – Bom chicka wah wah – 2.6 million Viral Marketing

BizReport, 2007, ranked by number of YouTube views, are:- 1. Cadbury - Gorilla Drumming - 5 million 2. Smirnoff – Green Tea Partay – 3.4 million 3. Ray-Ban – Catch Sunglasses – 3.2 million 4. Blendtec – Will it Blend? – 2.7 million 5. Lynx/Axe – Bom chicka wah wah – 2.6 million Viral Marketing

Some viral attributes 1. Give away free stuff 2. Attach a simple tag at the bottom of every message 3. Count on the power of the network

Problem Solving Model Design Intelligence Choice Problem Space All Issues Problem Space Ethical Issues Problem Space All Issues

The Onion Values GOALS STRUCTURE CLIMATE ENVIRONMENT Marketplace Other Teams CultureCompetition Pressures ClarityCommitment Reward System Reporting Relationships Feedback System Behavior Norm Decision Making Competition Enthusiasm Stress Trust Involvement Flexibility CollaborationMission Philosophy Accountability Illustration: The Onion, Aguirre, 2003

Alice in Social Media Land "Cheshire-Puss, would you tell me, please, which social media to use?" – said Alice "That depends a great deal on where you want to get to" - said the Cat "I don't much care where -," said Alice. "Then it doesn't matter which way you go," said the Cat. Apologies to Lewis Carroll JLA © 2008

Demand Curve Shift With Brand Equity Volume Effect Q2Q2 Q1Q1 P2P2 P1P1 Price Brand Equity Leverage Quantity Price or Margin Effect Brand Equity is the Premium that Consumers Pay for Your Products and Services... …And, the Premium that Investors Pay for Your Company. Measuring Brand Value

Medium Advantages Disadvantages Websites/Personalized websites Communicate rich, detailed information that users can navigate at will; can track users and customize site accordingly. Narrow reach Banner ads Link directly to buying opportunity; easy to measure effectiveness; wide reach; potential for effective targeting Low attention and click-through rates; short life; limited pass-along audience; very high clutter; fleeting exposure Interstitials Catch users attention; link to buying opportunity Canannoy users; limited pass-along audience Rich media Attention-getting; link to buying opportunity Can annoy users without broadband access Customer service Interested parties asking for help, thus high targeting value; generates loyal customers Very expensive to provide comprehensive telephone, , and online support Types of Online Media JLA © 2008

Cons Messages Persistence >> Twinkies Paradox of Information Age InfoGlut Reinforces real world bias- VirtualRoman Empire Enables Anti-Social Behavior Privacy Habit forming Hear no evil, see no evil, do not evil JLA © 2008

Cons - TWD JLA © 2008

Data Smog (Shenk, D. 1977), Data Smog: Information Overload: Television, radio, fax, phones (regular calls, telemarketing, text, IM, pictures, video), advertising and junk mail. JLA © 2008

Data Smog Device (Milgram, S. 1979) Coping strategies: 1. Spend less time per input 2. Disregard inputs 3. Shift burden to others 4. Block reception 5. Filtering 6. Create specialized institutions JLA © 2008

Pros Competitive Advantage - go where they aint Participate in global knowledge network Collaboration Opens up new possibilities-creativity Weapon of Mass Persuasion Potential for Viral Marketing CRM, BRM, FRM, PRM Entertainment Emergency JLA © 2008

Personal Use: Socially Speaking Post updates about your passionate Tell people what you enjoy Tell a joke or invent a game Ask only questions you really want answers Be creative: Share a story or make up one. JLA © 2008

Professional Use Networking Sales Marketing Business Intelligence Then there is Niccolo JLA © 2008

Price Product Promotion Place Brand Customer Perception Individualization Interactivity Framework for Sustainable Customer Relationships Functional Intimate Evangelist Time JLA © 2008

Entertainment Real Life and Virtual Life Sell Cyber Real Estate for real cash Prosecute for virtual murder Games JLA © 2008

Tools: Usual Suspects Facebook LinkedIn Twitter Meetup MySpace Pinterest Others: Groups, Blogs. Wikis Social Bookmarking Geolocation JLA © 2008

All I need to know about social media Share everything Play Fair Don't hit people Put things back where you found them Clean up your own mess Don't take things that are not yours Say you're sorry when you hurt somebody Wash you hands before you eat Flush Live a balanced life - learn some & think some & draw some & paint & sing & dance & play & work everyday some Take a nap every afternoon When you go out into the world, watch out for traffic, hold hands & stick together JLA © 2008

Digital Universe (Ryan Taylor 2003)

JLA © 2008 What Social Media will YOU use and WHY? Questions? JLA © 2008