Social Media 101: Social Media 101: Discover the power of your voice

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<ul><li><p>Social Media:101Discover the power of your voiceThursday, July 30, 2009</p><p>*In contrast to what some of you might think. This is NOT a speech about just about social media. While there will be a bit of that, In fact, it is much more ambitious.</p><p>Social Media 101 | ME Media | Slide *</p><p> Goal 1: Move past the hype! Goal 2: Inspire you to try something new Goal 3: Motivate you to participate</p><p>In contrast to what some of you might think. This is NOT a speech about just about social media. While there will be a bit of that, In fact, it is much more ambitious.*</p><p>Social Media 101 | ME Media | Slide *</p><p>Lets not talk about social media. Be a practitioner.jojobickley</p><p>Its not what u thought</p><p>*</p><p>Social Media 101 | ME Media | Slide *</p><p>What Is Social Media?Social media is content, recommendations, ratings and public statements created by people using highly accessible and scalable publishing technologies.</p><p>Social Media 101 | ME Media | Slide *</p><p> This 101 Focuses On What Makes Media Social</p><p>People: Media shifts, content and behavioral </p><p>Technology: The vast universe of tools</p><p>Your Brand, Your Story, Your Voice, Our Agency</p><p>Brands: The people and brands willing to make a change</p><p>Social Media 101 | ME Media | Slide *</p><p>Part 1:People: Media shifts, content and behavioral </p><p>*</p><p>Social Media 101 | ME Media | Slide *</p><p>Our clients marketing model is being challenged, and CMOs can foresee a day when it will no longer work. McKinsey Quarterly, 2005, Number 2Source: Alain Thys: http://blog.futurelab.net</p><p>*This is not a speech! And TV is not dead.</p><p>Yet rather than advise all sorts of hype activities I wanted to dig deeper and look for the opportunities which are currently untapped. </p><p>Social Media 101 | ME Media | Slide *</p><p>People are free and are demanding their voices be heard. </p><p>Consumers are demanding that agencies and their clients listen, learn and change.</p><p>We have changed we have taken control*</p><p>Social Media 101 | ME Media | Slide *</p><p>Big Six study (US): People with DVRs watch 12% more TV, yet 90% of them ad-skip</p><p>78.2% of Germans are irritated by advertising, only 24% actually watch it (GfK Marktforschung)</p><p>54% of US consumers avoid products and services that overwhelm with advertising (Yankelovich Partners)</p><p>85% of Chinese stop watching TV during commercial breaks. More than half change the channel, while the rest do housework, eat, chat or use the bathroom (McKinsey&amp; Co.)</p><p>In 1965, 80% of 18-49 year-olds in the US could be reached with three 60-second TV spots. In 2002, it required 117 prime-time commercials to do the same. (Jim Stengel, Global Marketing Officer, P&amp;G)</p><p>A US hour of prime time TV carried 21 minutes of advertising; late night network shows like Leno or Letterman carry 31:27 (TNS Media Intelligence, Q1 2006) </p><p>BRANDS</p><p>CONSUMERSRESPONSESource: Alain Thys: http://blog.futurelab.net</p><p>When you look at the marketing truisms we all believe, they are being challenged by the reality many in the industry chose to ignore.</p><p>For example: </p><p>In the US there was great excitement that the people who bought PVRs, actually watched 12% more television that those who didnt. This was seen as great news for television as a medium. Unfortunately a study by the big six TV networks showed that 90% of these consumers adskip (a similar study in germany put this number a little lower: at 88.2%)In Europe, more than three quarters of germans are irritated by advertising, in which only 24% still watch it.Over half of the US consumers start avoiding products &amp; services which overwhelm with advertisingAnd to prove that this is a universal phenemenon, according to McKinsey 85% of Chinese stop watching TV during commercial breaks.</p><p>So the experts are coming to the conclusion that the traditional marketing model is being challenged and CMOs can see the day where it will no longer work.</p><p>This is also confirmed by Jim STengel, the global marketing officer at P&amp;G who goes on the record to say that were applying antiquated thinking and work systems to a world of possibilities.</p><p>SourcesB78% of germans ((GfK Marktforschung 25/05/2004)54% of US consumers (Yankelovich Partners, June 2005)85% of chines (McKinsey, 2006)</p><p>Traditional model is broken: McKinsey Quarterly, 2005, Number 2</p><p>*</p><p>Social Media 101 | ME Media | Slide *</p><p>200,000,000 blogs1.5 million residentsWhen the people find that they can vote themselves money, that will herald the end of the republic.&gt;100,000,000 videos(65,000/day)</p><p>14,463,346 auctionsAlmost 4,000,000 articles(10 languages)</p><p>reaches over 91 million U.S. people monthly</p><p>*And if that werent enough, it turned out what Ben Franklin and the founding fathers were right after all. When the people find that they can vote themselves money, that will herald the end of the republic.</p><p>Suddently we could blog, podcast, write, produce vide0s, etc.</p><p>Social Media 101 | ME Media | Slide *</p><p>Semi-amateurs start to play for realNEWS MEDIA</p><p> Users in millionsBBC Newsline Ticker19,550CNN18,600New York Times 8,740Drudge Report 4,210Washington Post 3,755Reuters Online 3,680Guardian Unlimited 2,985Al Jazeera 2,925Wall Street Journal 1,995Le Monde 990The Huffington Post 959The Economist 740Daily Kos (State of the Nation) 722Crooks and Liars (John Amato) 525</p><p>CC ChapmanBoston-based blogger with 56,750/millionpieces of content</p><p>Blogs vs. Mainstream News Media : Early days showing traffic growth</p><p>A digital democracy has opened up the air waves to anyone with a message.Source: Alain Thys: http://blog.futurelab.net</p><p>*In which some of the work we did started rivalling with traditional media programmes, even though no traditional media executive would have given this work the light of dayEvery Citizen is a Reporter</p><p>Social Media 101 | ME Media | Slide *</p><p>The power shifted We demand controlAny Time - Any Place - Any Way</p><p>Source: Alain Thys: http://blog.futurelab.net</p><p>*Yet then the power shifted.</p><p>First we obtained the tools to take control of the one way, cnetrally directed information stream that was being pushed our way. From now on we could go straight to what we wanted, when we wanted it and how we wanted it.</p><p>Suddently we could </p><p>Social Media 101 | ME Media | Slide *</p><p>of consumers dont believe that companies tell the truth in advertisements76%YankelowichSource: Alain Thys: http://blog.futurelab.net</p><p>What is driving this phenomena?*</p><p>Social Media 101 | ME Media | Slide *</p><p>THERE IS STILL ONE TRUSTED MEDIUMLEFT IN THE WORLD</p><p>Because there is still one trusted medium left in the world and that medium is ME*</p><p>Social Media 101 | ME Media | Slide *</p><p>Our need to connect fuels our world</p><p>*</p><p>Social Media 101 | ME Media | Slide *</p><p>Social Media 101 | ME Media | Slide *</p><p>Major interests: music, sports, film, photography, literature, fashion, games, business, news, ect.Tribes come in many forms and form around many interests</p><p>774 millionPeople Use Social MediaSource: Jan. 2008 Strategy Analytics, Inc.</p><p>Social Media 101 | ME Media | Slide *</p><p>They share stories, and evangelize your story*</p><p>Social Media 101 | ME Media | Slide *</p><p>Slide * | *</p><p>Social Media 101 | ME Media | Slide *</p><p>Social Media is You</p><p>what you say*</p><p>Social Media 101 | ME Media | Slide *</p><p> We are social media</p><p>Social Media 101 | ME Media | Slide *</p><p> Media</p><p>What I say*</p><p>Social Media 101 | ME Media | Slide *</p><p>First Continental Congress</p><p>Social Media 101 | ME Media | Slide *</p><p>Telephone and Mail facilitated Tupperware Parties</p><p>Telephone &amp; Mail facilitated Tupperware PartiesWe have always shared what we are passionate about</p><p>*</p><p>Social Media 101 | ME Media | Slide *</p><p>Creating for Nationwide Insurance</p><p>Social Media 101 | ME Media | Slide *</p><p>Part 2:Technology: The vast universe of tools that connect us</p><p>*</p><p>Social Media 101 | ME Media | Slide *</p><p>(cc) Lynette Webb, 2006Source: Alain Thys: http://blog.futurelab.net</p><p>*</p><p>Social Media 101 | ME Media | Slide *</p><p>Social software is amplifying our messages, creations, passions and buying habits.</p><p>Social Media 101 | ME Media | Slide *</p><p>Social ssoftware has a few categories</p><p>social software platforms*</p><p>Social Media 101 | ME Media | Slide *</p><p>Most Popular US Social Software PlatformsMySpace</p><p>TwitterShare your status</p><p>DeliciousBookmark sharing</p><p>FlickrPhoto sharing Software Reach: Mass Media</p><p>is a social networking site with user profiles, blogs, groups, photos, musicFacebookis a free-access social networking websiteYouTubeis a video-sharing website on which users can upload and share videos</p><p>Social Media 101 | ME Media | Slide *</p><p>Social Media 101 | ME Media | Slide *</p><p> What makes a digital (network) tribe ?Young Teens 12-17Youth 18-21Generation Y 22-26Generation X 27-40Young Boomers 41-50Older Boomers 51-61Seniors 62+</p><p> Demographics Psychographic profile</p><p>Social Media 101 | ME Media | Slide *</p><p> How are we using social software?</p><p>Social Media 101 | ME Media | Slide *</p><p>Slide * | *</p><p>Social Media 101 | ME Media | Slide *</p><p>Your tribe used to be isolated in one location</p><p>This information used to be limited to your immediate location of from whoever was near and could hear you.*</p><p>Social Media 101 | ME Media | Slide *</p><p>NYC Tweet up using Loopt</p><p>*</p><p>Social Media 101 | ME Media | Slide *</p><p>technology facilitates global connections</p><p>Technology breaks down the boundaries.Today technology facilitates global connections*</p><p>Social Media 101 | ME Media | Slide *</p><p>Part 3:Brands: The people and brands willing to make a change.</p><p>*</p><p>Social Media 101 | ME Media | Slide *</p><p>Brands: its not for everyoneWho are the best suited for SM and what are the pit falls.</p><p>Are you ready to changeClients and we have to let go</p><p>*</p><p>Social Media 101 | ME Media | Slide *</p><p>Social Media 101 | ME Media | Slide *</p><p>Social Media 101 | ME Media | Slide *</p><p>Slide * | Wednesday, July 1, 2009</p><p>Nokia: One of the most transparent marketers in the world</p><p>Strategy is if we put all the pieces out their we are facilitating the people who love our product to take it and make it their own.*</p><p>Social Media 101 | ME Media | Slide *</p><p>Ford: Puts the product in the hands of social media practitioners</p><p>Social Media 101 | ME Media | Slide *</p><p>Jeep</p><p>Share The Experience </p><p>Jeep Listens and Features Brand evangelists.http://www.jeep.com/en/experience/community/urban_ranger/#Has added a Share with Jeep Function to the top navigation barThe Share home page facilitates Jeep (brand)-oriented ways to serve up informationOffers links to user-generated communitiesRewards content creators by featuring their content on the Jeep site.</p><p>Social Media 101 | ME Media | Slide *</p><p>Slide * | Wednesday, July 1, 2009</p><p>Pepsi Refresh EverythingLaunched the new branding by listening and giving consumers a place to share their refreshing moments and ideas.</p><p>Social Media 101 | ME Media | Slide *</p><p>Pepsi Social Gaming</p><p>Rock BandPartnered with MTV, Pepsi uses peoples desire for notoriety for their mad Rock Band skills to inspire people to create content for the brand.Slide * | Wednesday, July 1, 2009</p><p>Show me the money*</p><p>Social Media 101 | ME Media | Slide *</p><p>Slide * | * Red Hat Society: they share stories and passions</p><p>The Red Hat Ladies is an organization of women who meet for tea wearing red hats and purple dresses.*</p><p>Social Media 101 | ME Media | Slide *</p><p> they use the Web to recruit and stay connected</p><p>1.5 millionmembers 50+ women are using:YouTube + Email + Flickr to organize a global movement</p><p>Grandma on the friend feed -*</p><p>Social Media 101 | ME Media | Slide *</p><p> 4,330,000 images on the Web 853,000 videos on the Web </p><p>Its not just for kids*</p><p>Social Media 101 | ME Media | Slide *</p><p>Social software helps them connect with other women across the globe.</p><p>*The red hat ladies have spread around the world, showing up in local cultures and places you never would have expected.</p><p>Social Media 101 | ME Media | Slide *</p><p>Iranian ElectionsLink to more: http://joannapenabickley.typepad.com/on/2009/06/twitter-has-many-uses-one-of-my-favorites-is-when-communities-of-people-speak-out-and-call-bullshit-on-the-mainstream-media.html</p><p>Social Media 101 | ME Media | Slide *</p><p>Michael JacksonLink to more: http://joannapenabickley.typepad.com/on/2009/06/on-michael-jacksons-push-to-digital.html</p><p>Social Media 101 | ME Media | Slide *</p><p>Part 4:Your Brand, Your Story, Your Voice and Our Agency</p><p>*</p><p>Social Media 101 | ME Media | Slide *</p><p> Media: What does it mean for agencies?</p><p>Social Media 101 | ME Media | Slide *</p><p> Media: What does it mean for agencies?Create * Inspire * Facilitate Conversations </p><p>Social Media 101 | ME Media | Slide *</p><p> NYC Blog: iWunder | Sharing Our Thoughts and Work</p><p>Social Media 101 | ME Media | Slide *</p><p> Media: Whats Your Personal Brand?</p><p>What I say digitally matters.*</p><p>Social Media 101 | ME Media | Slide *</p><p>Social Media 101 | ME Media | Slide *</p><p> Media</p><p>Social Media 101 | ME Media | Slide *</p><p> Come on and practice with me @ http://joannapenabickley.net</p><p>Social Media 101 | ME Media | Slide *</p><p>Practitioners worth followingPeter Kim: http://www.beingpeterkim.comDavid Armano: http://darmano.typepad.comScott Monty: http://www.scottmonty.comJeremiah Owyang: http://www.web-strategist.com/blogCC Chapman: http://www.cc-chapman.comDavid Airey: http://www.davidairey.comDavid Berkowitz: http://www.marketersstudio.comDavid Sable: http://weeklyramble.wunderman.comAlain Thys: http://blog.futurelab.netMargie Chiu: http://measurablemarketing.typepad.comJoanna Pea-Bickley: http://joannapenabickley.typepad.com</p></li><li><p>Glossary of Termshttp://socialmedia.wikispaces.com/A-Z+of+social+media</p><p>*</p><p>*In contrast to what some of you might think. This is NOT a speech about just about social media. While there will be a bit of that, In fact, it is much more ambitious.In contrast to what some of you might think. This is NOT a speech about just about social media. While there will be a bit of that, In fact, it is much more ambitious.*Its not what u thought</p><p>**</p><p>*This is not a speech! And TV is not dead.</p><p>Yet rather than advise all sorts of hype activities I wanted to dig deeper and look for the opportunities which are currently untapped. </p><p>We have changed we have taken control*When you look at the marketing truisms we all believe, they are being challenged by the reality many in the industry chose to ignore.</p><p>For example: </p><p>In the US there was great excitement that the people who bought PVRs, actually watched 12% more television that those who didnt. This was seen as great news for television as a medium. Unfortunately a study by the big six TV networks showed that 90% of these consumers adskip (a similar study in germany put this number a little lower: at 88.2%)In Europe, more than three quarters of germans are irritated by advertising, in which only 24% still watch it.Over half of the US consumers start avoiding products &amp; services which overwhelm with advertisingAnd to prove that this is a universal phenemenon, according to McKinsey 85% of Chinese stop watching TV during commercial breaks.</p><p>So the experts are coming to the conclusion that the traditional marketing model is being challenged and CMOs can...</p></li></ul>

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