Social Media 101Simon Young, iJumpwww.iJump.co.nz
Social Media 101by Simon Youngwww.ijump.co.nz
In this presentation
•Why Social Media is important to you
•The mindset and the toolset
•How to find your target audience
•How to launch a social media campaign
But first...
Meme (meem, n): a concept that spreads quickly
from person to person via the internet.
MARKETING
Are we doing it wrong?
Let’s take another look
In this presentation
•Why Social Media is important to you
•The mindset and the toolset
•How to find your target audience
•How to launch a social media campaign
In this presentation
•Why Social Media is important to you
•The mindset and the toolset
•How to find your target audience
•How to launch a social media campaign
How do you feel being targeted?
In this presentation
•Why Social Media is important to you
•The mindset and the toolset
•How to find your target audience
•How to launch a social media campaign
How do you feel being targeted?
...or having a campaign launched at you?
RUN!
Your customers are just the same
From“Marketing To”
to“Marketing With”
How?
By understanding what’s going on
By understanding what’s going on(And how social media fits in)
Part One: The Small Picture(What is Brand?)
Part Two: The Big Picture(Revolution!)
Part One: The Small Picture(What is Brand?)
Part Two: The Big Picture(Revolution!)
Part One: The Small Picture(What is Brand?)
Part Three: The New Dimension
Part Two: The Big Picture(Revolution!)
Part One: The Small Picture(What is Brand?)
Part Three: The New Dimension
Part Four: What it looks like
Part Two: The Big Picture(Revolution!)
Part One: The Small Picture(What is Brand?)
Part Three: The New Dimension
Part Four: What it looks like
Experience is brand.
Experiences spread fast!
Part Two: The Big Picture(Revolution!)
Part One: The Small Picture(What is Brand?)
Part Three: The New Dimension
Part Four: What it looks like
“Revolution is ... the violent transfer of power and property in the name of
an idea”
Jacques Barzun
?
(A bit harsh)
Bloody hard work
?
Social Media in Australiaand New Zealand
•Roughly 75% of both Australia and NZ’s population is online
•50% of Australians use social networking sites
•90% of online kiwis are involved in social networking
As for the future, your task is not to foresee it,
but to enable it.Antoine de Saint-Exupery
Your response
Risk = Danger
Risk = Fun!
or
Part Two: The Big Picture(Revolution!)
Part One: The Small Picture(What is Brand?)
Part Three: The New Dimension
Part Four: What it looks like
1 2
34
Face-to-Face
Social Media
Face-to-Face
Broadcast
Data-driven
Two-wayPersonalised
Human
But not scalable
Face to Face
But not two-way
personalisedhuman
Scalable!
Broadcast
PersonalisedScalable
But not really two-wayand not human...
Data-Driven
Two-wayPersonalised
HumanScalable?
Social Media
Part Two: The Big Picture(Revolution!)
Part One: The Small Picture(What is Brand?)
Part Three: The New Dimension
Part Four: What it looks like
In this presentation
•Why Social Media is important to you
•The mindset and the toolset
•How to find your target audience
•How to launch a social media campaign
√√
In this presentation
•Why Social Media is important to you
•The mindset and the toolset
•How to find your target audience
•How to launch a social media campaign
√
√
What is social media?
•Reached 44.5 million people worldwide in June 2009
•eMarketer predicts 18 million users in 2010
•54% of Fortune 100 companies use Twitter
•NZ and Australia in the top 6 Twitter populations in the world
•Visits from Australia to Twitter grew 1067% from beginning of 2009!
•Relationship-building
•Real-time
•Conversational
•“Behind-the-scenes”
•Over 300 million members worldwide - fast becoming mainstream
•29% of Fortune 100 companies actively use a Facebook Fan Page
•Biggest demographic: 35-54 year olds
•Just over 1 million members in NZ, 5.8 million in Australia
•38% reach of Australians online
•Individual profiles
•Fan pages
•Social advertising
•The original social media. Turns 10 this year!
•184 million people worldwide have started a blog
•2 comms/PR issues: corporate blogging, and blogger relations
•32% of Fortune 100 use corporate blog(s)
•82% of NZers read blogs, 17% create them
•69% of Aussies read blogs, 40% have started one
•Build thought leadership
•Have a quick way to communicate in crises
•Tell your own story, directly
•“Facebook for business” (But older than Facebook!)
•80% of companies using LinkedIn as a primary tool to find employees
•Traffic has doubled since July last year; ~13 million visitors in Jul 09
•637,000 Australian users
•SAP has purchased a stake in LinkedIn
•Individual profiles
•Company profiles
•Groups
•Questions and Answers
In this presentation
•Why Social Media is important to you
•The mindset and the toolset
•How to find your target audience
•How to launch a social media campaign
√
√ √
MARKETING
Are we doing it wrong?
Target AudiencePartners
How do we findpartners/
fans/advocates?
Listen
Nowadays, everyone can be...
97
Be a consumer before being a creator
A Listening Station
RSS
•There to fetch information for you
Feedreader
•A home for your RSS feeds
Firefox
•Your social media-friendly vehicle for navigating the web
iGoogle
•All your vital information in one screen - powered by RSS feeds!
Why listen?Being Being
relevant!relevant!Lead Lead
GenerationGenerationBuilding Building
RelationshipsRelationships
Supporting Supporting AdvocatesAdvocates
Correcting Correcting MisinformationMisinformation
Spot Spot opportunities opportunities and problemsand problems
In this presentation
•Why Social Media is important to you
•The mindset and the toolset
•How to find your target audience partners
•How to launch a social media campaign
√
√ √
√
“Social media is not a campaign, it’s a commitment”
Scott Monty, FordScott Monty, Ford
Talk
Talking
Be yourselfBe yourselfBe Be
transparenttransparent
Have Have boundariesboundaries
Whose voice?
What if people say bad things?
Converse
Conversation Possibilities
InnovationInnovation LoyaltyLoyalty
AdvocacyAdvocacy PartnershipPartnership
How do we plan?
What just happened?
In this presentation
•Why Social Media is important to you
•The mindset and the toolset
•How to find your target audience partners
•How to launch a social media campaign social media presence!
√
√ √
√
√
?
?
Your response
1 2
34
Face-to-Face
Social Media
Face-to-Face
Broadcast
Data-driven
Two-wayPersonalised
HumanScalable?
Social Media
What is social media?
Listen
Talk
Converse
Thanks for viewing this! Find out more at:
http://ijump.co.nz/contacthttp://ijump.co.nz/subscribe
http://ijump.tv/
http://twitter.com/audaciousgloophttp://twitter.com/ijump
What will your “one small step”
be?
Small steps to try
•Set up a Google alert for your brand
•Get started on Twitter
•Sign up for Google reader and subscribe to blogs
• Join a group on LinkedIn - and actually contribute! :)
•Start the conversation in your organisation
Whatever you do ... do something!do something!
Who’s using it?
“A good plan violently executed now is better
than a perfect plan executed next week.”
George S Patton
And... don’t do it alone don’t do it alone
www.iJump.co.nz/subscribe
www.iJump.co.nz/contact
www.iJump.tv
twitter.com/iJumptwitter.com/audaciousgloop
Social Media 101Simon Young, iJumpwww.iJump.co.nz
Social Media 101by Simon Youngwww.ijump.co.nz
Welcome to the iJump intro in a box. iJump is a consultancy that helps organisations build co-creative relationships with their stakeholders. Right now we do that through social media.
In this presentation
•Why Social Media is important to you
•The mindset and the toolset
•How to find your target audience
•How to launch a social media campaign
But first...
Meme (meem, n): a concept that spreads quickly
from person to person via the internet.
MARKETING
Are we doing it wrong?
Let’s take another look
In this presentation
•Why Social Media is important to you
•The mindset and the toolset
•How to find your target audience
•How to launch a social media campaign
In this presentation
•Why Social Media is important to you
•The mindset and the toolset
•How to find your target audience
•How to launch a social media campaign
How do you feel being targeted?
In this presentation
•Why Social Media is important to you
•The mindset and the toolset
•How to find your target audience
•How to launch a social media campaign
How do you feel being targeted?
...or having a campaign launched at you?
RUN!
Your customers are just the same
From“Marketing To”
to“Marketing With”
How?
By understanding what’s going on
By understanding what’s going on(And how social media fits in)
In this presentation, we’ll explore...
Part One: The Small Picture(What is Brand?)
...small picture branding - what you think your brand is, and what your customer thinks your brand is.
Part Two: The Big Picture(Revolution!)
Part One: The Small Picture(What is Brand?)
We’ll explore the invisible revolution that’s taking place around the world. We’ll look at why it’s happening, and how it’s likely to affect you.
Part Two: The Big Picture(Revolution!)
Part One: The Small Picture(What is Brand?)
Part Three: The New Dimension
Then we’ll talk about the fourth dimension of communication that you need to take the leap into, in order to succeed in the revolutionary world.
Part Two: The Big Picture(Revolution!)
Part One: The Small Picture(What is Brand?)
Part Three: The New Dimension
Part Four: What it looks like
Finally, we’ll look at what the fourth dimension looks like - how companies like yours are using social media to communicate in a fourth-dimensional way.
Part Two: The Big Picture(Revolution!)
Part One: The Small Picture(What is Brand?)
Part Three: The New Dimension
Part Four: What it looks like
How many business presentations have you been in where someone says a new technology will “revolutionise” your business?
And they say this as if it’s a good thing, right?
The sad thing is, revolutions usually aren’t good news for anyone who is * secure* wealthy* powerful* established
April 25, 2006 was a stormy night, to say the least,
... and a very busy one at the insurance call centre where iJump cofounder Marie Young worked.
Floods, fallen trees, damaged property ... Marie's team had to be fast on their feet, keeping people and property out of danger.
To make it more complex, the call centre represented several insurance brands, not just one. Each of those brands had invested a lot in brand identity - logos, TV commercials, brochures...
But for those customers that night, the brand was the other end of the phone. If Marie's team failed, the ads and logos were all in vain. And if they succeeded, those marketing efforts became part of an overall positive experience.
Experience is brand.
Experiences spread fast!
Part Two: The Big Picture(Revolution!)
Part One: The Small Picture(What is Brand?)
Part Three: The New Dimension
Part Four: What it looks like
Now we’ll look at small picture branding, or, what the revolution looks like, up close.
“Revolution is ... the violent transfer of power and property in the name of
an idea”
Jacques Barzun
In the book "Dawn to Decadence", historian Jacques defines a revolution as "the violent transfer of power and property in the name of an idea".
He goes on:
We have got into the habit of calling too many things revolutions. Given a new device or practice that changes our homely habits, we exclaim: "revolutionary!" But revolutions change more than personal habits or a widespread practice. They give culture a new face.
By this definition, we are indeed in revolutionary times.
Let's take a quick peek at revolutions in the past.
?Several hundred years ago, people started asking "Why do we have kings and queens? What use are they to us?"
(A bit harsh)
Some questioning was a bit harsh ...
other responses were a tiny bit more measured... But whether the protest was peaceful or violent, the message was the same - the people had discovered their power to choose, and there was no turning back.
Painfully, in fits and starts, and with many mistakes, modern democracy was born.
But why did people start asking the questions which led to the revolution?
Because technology made it easier to find and spread information - and therefore new ways of thinking.
The invention of the printing press in 1439 changed the way information spread. First books, then newspapers, then pamphlets made information easy to package and replicate. Anyone could be a publisher - as long as they had paper, ink and a printing press.
And yet the technology was just an enabler. It enabled differing viewpoints to spread, and challenge the status quo. It enabled people to organise themselves with like-minded people.
Bloody hard work
But being a revolutionary took dedication and effort. Printing presses cost money. Taking part in a revolution often cost your life. That's why things had to be really, really bad for people to take action.
But today, the revolution is largely invisible.
And it's happening to large organisations - businesses, governments, educational and religious institutions.
?The question is very similar to the one that sparked previous revolutions: "Why do we have these large organisations? What use are they to us?"
The cause is the same, too. Technology speeds the spread of information, and people discover alternatives and challenges to the status quo.
Social media is the most dramatic example of how fast information can spread. A customer complaint - or a "wow" experience - can reach thousands of people in mere seconds.
Social Media in Australiaand New Zealand
•Roughly 75% of both Australia and NZ’s population is online
•50% of Australians use social networking sites
•90% of online kiwis are involved in social networking
The difference between this revolution and those in the past is that being a revolutionary is easy. You don't need a printing press, and you don't need to be willing to die for an idea. You just need to be interested enough to pass it on.
You can be part of the revolution without even leaving your chair!Revolutionary behaviour could be:
* Inventing a disruptive innovation that might put you out of business. Not many people do this. * Asking a question that leads someone else to think of a disruptive innovation. More people do this! * Sharing a negative customer experience that gets people mad. Lots of people do that!
This phenomenon is found in just about every online community. It's called the 90-9-1 rule. One percent actively create change, nine percent get involved with that change as curators, editors or active spreaders; and ninety percent are audience. The difference now is that an idea thought of at 6am in Auckland, New Zealand can be known worldwide in a matter of hours. That has never been possible before.
As for the future, your task is not to foresee it,
but to enable it.Antoine de Saint-Exupery
Your response
The French Revolution didn't end well. The monarchy reached a bloody end, and the vaccuum that resulted led to mob rule, anarchy and eventually dictatorship.
At around the same time, the British monarchy were facing similar questions from their people. They avoided bloody revolution by embracing incremental change (evolution, not revolution), dialogue with the people, and pursuit of goals that would benefit both the monarchy, and the people. This evolutionary approach to revolution forged a new relationship between the people and those in power.
What would your organisation prefer? The guillotine? Or dialogue, leading to pursuit of common goals?
Risk = Danger
Risk = Fun!
or
Part Two: The Big Picture(Revolution!)
Part One: The Small Picture(What is Brand?)
Part Three: The New Dimension
Part Four: What it looks like
1 2
34
Face-to-Face
Social Media
Face-to-Face
Broadcast
Data-driven
Two-wayPersonalised
Human
But not scalable
Face to Face
But not two-way
personalisedhuman
Scalable!
Broadcast
PersonalisedScalable
But not really two-wayand not human...
Data-Driven
Two-wayPersonalised
HumanScalable?
Social Media
Part Two: The Big Picture(Revolution!)
Part One: The Small Picture(What is Brand?)
Part Three: The New Dimension
Part Four: What it looks like
In this presentation
•Why Social Media is important to you
•The mindset and the toolset
•How to find your target audience
•How to launch a social media campaign
√√
In this presentation
•Why Social Media is important to you
•The mindset and the toolset
•How to find your target audience
•How to launch a social media campaign
√
√
What is social media?
•Reached 44.5 million people worldwide in June 2009
•eMarketer predicts 18 million users in 2010
•54% of Fortune 100 companies use Twitter
•NZ and Australia in the top 6 Twitter populations in the world
•Visits from Australia to Twitter grew 1067% from beginning of 2009!
•Relationship-building
•Real-time
•Conversational
•“Behind-the-scenes”
•Over 300 million members worldwide - fast becoming mainstream
•29% of Fortune 100 companies actively use a Facebook Fan Page
•Biggest demographic: 35-54 year olds
•Just over 1 million members in NZ, 5.8 million in Australia
•38% reach of Australians online
•Individual profiles
•Fan pages
•Social advertising
•The original social media. Turns 10 this year!
•184 million people worldwide have started a blog
•2 comms/PR issues: corporate blogging, and blogger relations
•32% of Fortune 100 use corporate blog(s)
•82% of NZers read blogs, 17% create them
•69% of Aussies read blogs, 40% have started one
•Build thought leadership
•Have a quick way to communicate in crises
•Tell your own story, directly
•“Facebook for business” (But older than Facebook!)
•80% of companies using LinkedIn as a primary tool to find employees
•Traffic has doubled since July last year; ~13 million visitors in Jul 09
•637,000 Australian users
•SAP has purchased a stake in LinkedIn
•Individual profiles
•Company profiles
•Groups
•Questions and Answers
In this presentation
•Why Social Media is important to you
•The mindset and the toolset
•How to find your target audience
•How to launch a social media campaign
√
√ √
MARKETING
Are we doing it wrong?
Target AudiencePartners
How do we findpartners/
fans/advocates?
Listen
Nowadays, everyone can be...
95
96
97
Be a consumer before being a creator
A Listening Station
RSS
•There to fetch information for you
Feedreader
•A home for your RSS feeds
Firefox
•Your social media-friendly vehicle for navigating the web
iGoogle
•All your vital information in one screen - powered by RSS feeds!
Why listen?Being Being
relevant!relevant!Lead Lead
GenerationGenerationBuilding Building
RelationshipsRelationships
Supporting Supporting AdvocatesAdvocates
Correcting Correcting MisinformationMisinformation
Spot Spot opportunities opportunities and problemsand problems
In this presentation
•Why Social Media is important to you
•The mindset and the toolset
•How to find your target audience partners
•How to launch a social media campaign
√
√ √
√
“Social media is not a campaign, it’s a commitment”
Scott Monty, FordScott Monty, Ford
Talk
Talking
Be yourselfBe yourselfBe Be
transparenttransparent
Have Have boundariesboundaries
Whose voice?
What if people say bad things?
Converse
Conversation Possibilities
InnovationInnovation LoyaltyLoyalty
AdvocacyAdvocacy PartnershipPartnership
How do we plan?
What just happened?
In this presentation
•Why Social Media is important to you
•The mindset and the toolset
•How to find your target audience partners
•How to launch a social media campaign social media presence!
√
√ √
√
√
?Several hundred years ago, people started asking "Why do we have kings and queens? What use are they to us?"
?The question is very similar to the one that sparked previous revolutions: "Why do we have these large organisations? What use are they to us?"
Your response
The French Revolution didn't end well. The monarchy reached a bloody end, and the vaccuum that resulted led to mob rule, anarchy and eventually dictatorship.
At around the same time, the British monarchy were facing similar questions from their people. They avoided bloody revolution by embracing incremental change (evolution, not revolution), dialogue with the people, and pursuit of goals that would benefit both the monarchy, and the people. This evolutionary approach to revolution forged a new relationship between the people and those in power.
What would your organisation prefer? The guillotine? Or dialogue, leading to pursuit of common goals?
1 2
34
Face-to-Face
Social Media
Face-to-Face
Broadcast
Data-driven
Two-wayPersonalised
HumanScalable?
Social Media
What is social media?
Listen
Talk
Converse
Thanks for viewing this! Find out more at:
http://ijump.co.nz/contacthttp://ijump.co.nz/subscribe
http://ijump.tv/
http://twitter.com/audaciousgloophttp://twitter.com/ijump
What will your “one small step”
be?
Small steps to try
•Set up a Google alert for your brand
•Get started on Twitter
•Sign up for Google reader and subscribe to blogs
• Join a group on LinkedIn - and actually contribute! :)
•Start the conversation in your organisation
Whatever you do ... do something!do something!
Who’s using it?
“A good plan violently executed now is better
than a perfect plan executed next week.”
George S Patton
And... don’t do it alone don’t do it alone
www.iJump.co.nz/subscribe
www.iJump.co.nz/contact
www.iJump.tv
twitter.com/iJumptwitter.com/audaciousgloop