1. Week 6 Social Networking & Business

2. Lateral Thinking Puzzle “Acting on an anonymous phone call, the police raid a house to arrest a suspected murderer. They don't know what he looks like but they know his name is John and that he is inside the house. The police bust in on a carpenter, a truck driver, a mechanic and a fireman all playing poker. Without hesitation or communication of any kind, they immediately arrest the fireman. How do they know they've got their man?” http://www.folj.com/lateral/

3. Housekeeping Comment Period Ended Comment Period Ended –New Comment Period Starts Today

4. Blog Talk Debate And the winner is…

5. The Debate The Internet Makes Us Dumb(er) YousifJangJulieChristina The Internet Does Not Make Us Dumb(er) AlexSongDannyOnyee

6. Class Discussion: Assignment #1 Cartoon © http://virtualclinics.net/Cartoon%20Mouth.jpg

7. Conversational Marketing and Social Retailing

8. Word of Mouth Marketing (WoMM) Conversational Marketing (CM)

9. Where it all started… “…The Net is a real place where people can go to learn, to talk to each other, and to do business together. It is a bazaar where customers look for wares, vendors spread goods for display, and people gather around topics that interest them. It is a conversation. At last and again…” Cluetrain Manifesto: All Markets are Conversations

10. Defining CM “In the hypothetical, CM is the bottom-up approach to communication where ‘broadcast’ is replaced by connecting directly with customers.” “In the hypothetical, CM is the bottom-up approach to communication where ‘broadcast’ is replaced by connecting directly with customers.” “In just a few more years, the current homogenized ‘voice’ of business will seem as contrived and artificial as the language of the 18th century French court.” “In just a few more years, the current homogenized ‘voice’ of business will seem as contrived and artificial as the language of the 18th century French court.” http://www.socialmediatoday.com/SMC/2013

11. Six Degrees + CM = Relationship-Based Marketing “Marketers have long used all sorts of demographic and geographic data to target potential customers -- age, sex, education level, income, zip code. But there's another variable that companies may want to consider: Who is connected to whom?” “Marketers have long used all sorts of demographic and geographic data to target potential customers -- age, sex, education level, income, zip code. But there's another variable that companies may want to consider: Who is connected to whom?” Network-based Marketing: Using Existing Customers to Help Sell to New Ones (Knowledge@Wharton Jan 2007)

12. User Reviews “Reviews and ratings {are} the No. 1 customer-requested feature online at Walmart.com, and we're pleased to offer this service to better help our community of customers shop smart and make informed decisions about the products they purchase…” Cathy Halligan, Chief Marketing Officer, Walmart

13. Online buying – with friends

14. Welcome Kevin!

15. Blog Talk

16. Time for Hands-on in the LAB Photo © Charles Darwin University 2005

17. Case Study: Sun 360 http://www.sun.com/servers/entry/x2100/perspectives.xml

18. Markets are Conversations…but not all Conversations are Marketing Market conversations are now the best source of information about companies and their products and services Market conversations are now the best source of information about companies and their products and services Those conversations are not themselves marketing Those conversations are not themselves marketing –You and me talking about whether we like our new digital cameras is not you and me marketing to each another. Preserving the integrity of the conversation is as central a marketing tenet as not lying about product specs or prices Preserving the integrity of the conversation is as central a marketing tenet as not lying about product specs or prices Webjungle and Dave Weinberger

19. CM and Blogs “Blogs are different…email has carried on billions of conversations over the past decade. But those exchanges were private. Most blogs are open to the world. As the bloggers read each other, comment, and link from one page to the next, they create a global conversion.” Business Week Article

20. Whole New Businesses… “..tracks over 300.000 blogs, news, and media- sharing sites…to find brand mentions”

21. Manifesto on Monday Morning from the Cluetrain Team

22. “…The white paper was to frame …thinking around Cluetrain, eight years after marketing began not to get its points…”

23. The purpose of conversation is to create and improve understanding, not for one party to “deliver messages” to the other. That would be rude. The purpose of conversation is to create and improve understanding, not for one party to “deliver messages” to the other. That would be rude. There is no “audience” in a conversation. If we must label others in conversation, let’s call them partners. There is no “audience” in a conversation. If we must label others in conversation, let’s call them partners. People in productive conversation don’t repeat what they’re saying over and over. They learn from each other and move topics forward. People in productive conversation don’t repeat what they’re saying over and over. They learn from each other and move topics forward.

24. Conversations are about talking, not announcing. They’re about listening, not surveying. They’re about paying attention, not getting attention. They’re about talking, not announcing. Conversations are about talking, not announcing. They’re about listening, not surveying. They’re about paying attention, not getting attention. They’re about talking, not announcing. “Driving” is for cars and cattle, not conversation. “Driving” is for cars and cattle, not conversation. Conversation is live. Its constantly moving and changing, flowing where the interests and ideas of the participants take it. Even when conversations take the form of email, what makes them live is current interest on both sides. Conversation is live. Its constantly moving and changing, flowing where the interests and ideas of the participants take it. Even when conversations take the form of email, what makes them live is current interest on both sides.

25. Time for Hands-On http://sixdegrees.wikidot.com/cm http://sixdegrees.wikidot.com/cm Photo © Charles Darwin University 2005

26. Social Retailing “Providing social tools and platforms around products and services to create better informed and better organized buying behavior.”

27. Producer RetailConsumer Products Services Experiences Connected Informed Organised MaterialConsumer Social Retailing Social Retailing

28. It is about giving away..

29. Giving away design

30. Give away marketing

31. It is about information..

32. Class Discussion Cartoon © http://virtualclinics.net/Cartoon%20Mouth.jpg