its not what you say 9 09 2009
DESCRIPTION
Social Media Marketing tips from Web 2.0 for Nonprofit OrganizationsTRANSCRIPT
IT’S NOT WHAT YOU SAY THAT MATTERS, IT’S WHAT YOU DO.
©2009 Paul Isakson Paul Isakson - paulisakson.com
The World’s BestSocial Media MarketingPresentation* by Paul IsaksonHead of Strategyspace150paulisakson.com
©2009 Paul Isakson*A tribute to Paul Arden
What we’ll cover:Why social media mattersMarketing and social mediaConnecting with peopleIf you can’t do any of this...
©2009 Paul Isakson
Why does social media matter?
©2009 Paul Isakson
Source: http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/
2/3Global Internet Population Visit Social Networks
Flickr // Spencer E Holtaway
©2009 Paul Isakson
Source: http://blogs.forrester.com/groundswell/2009/08/social-technology-growth-marches-on-in-2009-led-by-social-network-sites.html#
4/5U.S. Online Adults Participate In Social Media
Flickr // davefishernc
©2009 Paul Isakson
Flickr // NathanFromDeVryEET
The total time spent globally on social networks is growing at nearly 1.5X faster than the Internet average – growing 18% between December 2007 and December 2008.
Source: http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/
©2009 Paul Isakson
All of this is creating a growing number of
conversations...
©2009 Paul Isakson
both in social media and in people’s real world lives.
©2009 Paul Isakson
Often, these conversations are of minimal importance
to marketing or your brand.
©2009 Paul Isakson
But sometimes, they are about, or are related to,
your brand.
©2009 Paul Isakson
Why does that matter?
©2009 Paul Isakson
"Your brand is no stronger than your reputation — and will increasingly depend on what comes up when you are Googled."
Allan JenkinsGlobal Communications Consultant
©2009 Paul Isakson
Source: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110641 ©2009 Paul Isakson
©2009 Paul Isakson
PEOPLE’S BEHAVIORS ARE CHANGING
“A revolution doesn't happen when a society adopts new tools. It happens when society adopts new behaviours...”
Clay ShirkyAuthor, Consultant, Professor at NYUUs Now (Film)
Flickr // Rain Rabbit©2009 Paul Isakson
“A revolution doesn't happen when a society adopts new tools. It happens when society adopts new behaviours...”
Clay ShirkyAuthor, Consultant, Professor at NYUUs Now (Film)
Flickr // Rain Rabbit
A REVOLUTION IS IN PROCESS
©2009 Paul Isakson
IT’S TIME FOR MARKETERS TO ADOPT NEW BEHAVIORS
Flickr // Andrew Huff©2009 Paul Isakson
THE FUTURE OF MARKETING IS NOT ABOUT DOING AND
SAYING THINGS TO PEOPLE
Flickr // Arnisto.com©2009 Paul Isakson
THE FUTURE OF MARKETING IS ABOUT DOING THINGS WITH AND FOR PEOPLE
©2009 Paul Isakson Paul Isakson - paulisakson.com
Marketing and social media
©2009 Paul Isakson
“People don’t want marketing
messages in social networks or when they are having a dinner party.”
Jason CalacanisCEOMahalo.com / Internet Entrepreneur
Flickr // ElectricSheep©2009 Paul Isakson
“People don’t want marketing
messages in social networks or when they are having a dinner party.”
Jason CalacanisCEOMahalo.com / Internet Entrepreneur
DON’T MARKET TO PEOPLE
©2009 Paul Isakson
Flickr
Blogs Twitter
MySpaceLast.fm
YouTube
Digg
FriendFeed Delicious
Wikipedia
PlaxoPandora Seesmic Vimeo
Marketing in social media
is often narrowly viewed
and talked about as the
tools people use within it.
©2009 Paul Isakson
“(When it comes to social media) companies focus on the features, tools and technologies, yet fail to understand the behaviors of their own customers online. As a result, they miss the mark.”
Jeremiah OwyangSenior Industry AnalystForrester Research
Flickr // shinyai©2009 Paul Isakson
”Companies approach social media in two different ways.
The first way, the companies focus on the features, tools and technologies, yet fail to understand the behaviors of their own customers online. As a result, they miss the mark.
The second type of company scans the seascape, and understands the fish they’re trying to reach. As a result, they are more successful in connecting with customers… and catch the big fish... Fish where the fish are.”
Jeremiah OwyangSenior Industry AnalystForrester Research
Flickr // shinyai
DON’T FOCUS ON THE TOOLS
©2009 Paul Isakson
The power of social media is found in the results of people using these tools – the creation of self-organized communities of likeminded people – making it a valuable way for businesses to inspire, inform, understand and connect with the people who buy their products and services.
Flickr // daveandsima©2009 Paul Isakson
IN OTHER WORDS, THE MAGIC OF SOCIAL MEDIA IS NOT WHAT HAPPENS IN SOCIAL MEDIA, BUT WHAT HAPPENS OUTSIDE OF IT, BECAUSE OF IT.©2009 Paul Isakson Paul Isakson - paulisakson.com
What are people organizing around?
©2009 Paul Isakson
SharedBeliefs
SharedInterests
SharedValues
©2009 Paul Isakson Paul Isakson - paulisakson.com
How do we connect with people?
©2009 Paul Isakson
©2009 Paul Isakson
Technographics
©2009 Paul Isakson
This isn’t what matters.
©2009 Paul Isakson
Technographics
This is.
©2009 Paul Isakson
Flickr // e-magic©2009 Paul Isakson
©2009 Paul Isakson
PEOPLE’S BEHAVIORS ARE CHANGING
What people are doing?
©2009 Paul Isakson
The
Main Behaviors in Social Media
5 Connecting
CollaboratingCreating
Sharing Consuming
©2009 Paul Isakson Paul Isakson - paulisakson.com
The
Main Behaviors in Social Media
5 Connecting
CollaboratingCreating
Sharing Consuming
©2009 Paul Isakson
People are connecting with friends, family, acquaintances and others who share their interests, values, and/or beliefs.
Flickr // alexkess
Connecting
©2009 Paul Isakson
Thought Starters:
What values, beliefs and interests do you share with the people who buy your products and/or services?
Where are those people already spending time that you could connect with them through those things?
How can you connect people to other people and things that will help them accomplish their goals?
Connecting
Flickr // chrisjohnbeckett©2009 Paul Isakson
The
Main Behaviors in Social Media
5 Connecting
CollaboratingCreating
Sharing Consuming
©2009 Paul Isakson
People are collaborating with others who share their values, interests, and/or beliefs to accomplish a shared goal, vision or project.
Collaborating
Flickr // The Moonstone Archive©2009 Paul Isakson
Collaborating
Thought Starters:
How can you collaborate with people in a meaningful way?
How can you help people collaborate with each other more easily?
Flickr // McGarry©2009 Paul Isakson
The
Main Behaviors in Social Media
5 Connecting
CollaboratingCreating
Sharing Consuming
©2009 Paul Isakson
Consuming
People are consuming content to learn, be entertained, seek validation, feel more connected, etc.
Consuming:Watching, Reading, Listening, Skimming, Collecting, etc.
Flickr // _alef_©2009 Paul Isakson
Consuming
Thought Starters:
What can you teach people that will help them achieve their goals?
What can you learn from people that will help you be a better marketer or help you make better products?
How can you reward people for consuming and sharing your content?
Flickr // GlowPlug©2009 Paul Isakson
The
Main Behaviors in Social Media
5 Connecting
CollaboratingCreating
Sharing Consuming
©2009 Paul Isakson
People are creating content of various kinds to express themselves, share their thoughts with others, share a creative talent or passion, and, in some cases, to build their “personal brand.”
Content: Photos, Videos, Blog Posts, Tweets, Comments, etc.
Creating
Flickr // Thomas Hawk©2009 Paul Isakson
Thought Starters:
What can you create that people will benefit from?
What can you give to people that will help them create more interesting content to spread?
Creating
Flickr // Iguana Jo©2009 Paul Isakson
The
Main Behaviors in Social Media
5 Connecting
CollaboratingCreating
Sharing Consuming
©2009 Paul Isakson
SharingPeople are sharing things they find interesting or important with friends, family and followers.
Flickr // Dieter Drescher©2009 Paul Isakson
Sharing
Thought Starters:
What can you share that will make the community better?
How can you help others share things more easily?
Flickr // Iguana Jo©2009 Paul Isakson
How do we get people to do stuff with us?
©2009 Paul Isakson
Flickr // paulisakson©2009 Paul Isakson
THE BEST WAY TO GET PEOPLE TO DO STUFF WITH YOU, IS TO FIRST JOIN THEM IN WHAT THEY ARE ALREADY DOING.
©2009 Paul Isakson Paul Isakson - paulisakson.com
If you can’t do any of that?
©2009 Paul Isakson
DO SOMETHING WORTH TALKING ABOUT.
Flickr // moriza©2009 Paul Isakson
And if you can’t do that either?
©2009 Paul Isakson
Flickr // Patricil
JUST LISTEN
©2009 Paul Isakson
Listen for rich insights related to your brand about what people really
want and need.
Flickr // EssG©2009 Paul Isakson
LISTEN FOR OPPORTUNITIES TO MAKE YOUR _______ BETTER.
©2009 Paul Isakson
Lastly, always remember...
©2009 Paul Isakson
IT’S NOT WHAT YOU SAY THAT MATTERS, IT’S WHAT YOU DO.
©2009 Paul Isakson Paul Isakson - paulisakson.com
Thank You
©2009 Paul Isakson
Paul IsaksonHead of Strategyspace150
blog / paulisakson.comtwitter / @paulisaksonemail / [email protected]
©2009 Paul Isakson