social media: shared experiences
DESCRIPTION
Presentation to FPRA on June 12th, 2009TRANSCRIPT
Alex de Carvalho
Social Media: Challenge or Opportunity?FPRA, June 12th, 2009
Summary
✤ About Alex de Carvalho✤ The Challenge✤ The Opportunity✤ The Market for Shared Experiences is Inexhaustible✤ Shared Experiences✤ Markets are Conversations✤ Social Media✤ Brand You✤ One Step at a Time✤ Listen✤ Conclusions✤ Suggested Reading✤ Photo Credits
Alex de Carvalho @alexdc
RefreshMiami: new media community
- South Florida’s web and new media community
- Established March 2006
- Over 1,400 members
- Monthly meetups average 130 participants
http://refreshmiami.org
BarCamp Miami: new media conference
- Third web and new media “un”conference
- February 22nd 2009: 806 registered and over 600 attended
- Entirely supported by 38 company sponsorships of $300 each
http://barcampmiami.org
Social Media Club of South Florida
A community for the champions of social media and those seeking to learn
- Expand media literacy
- Share lessons learned
- Adopt industry standards
- Promote ethical practices
http://socialmediaclubsf.org
StartPR: social media management
- Track your mentions on social networks and on over 100 million blogs
- Annotate and store important posts
- Coordinate responses with colleagues
- Report on mentions and improve blogger relations activity
http://startpr.com
Alex de Carvalho
Social Media: Challenge or Opportunity?FPRA, June 12th, 2009
The challenge ...
Social Media is already in your marketing mix
whether you like it or not
Domino’s surprise videos on YouTube
First day:
A week later:
The "challenge" that comes with the freedom of the internet is that any idiot with a camera and an internet link can do stuff like this - and ruin the reputation of a brand that's nearly 50 years old, and the reputations of 125,000 hard-working men and women across the nation and in 60 countries around the world.
Tim McIntyreVice President, CommunicationsDomino's Pizza, LLC
The Circular Mill or the ant “death” spiralBeebe (1921) described a circular mill he witnessed in Guyana. It measured 1200 feet in circumference and had a 2.5 hour circuit
time per ant. The mill persisted for two days, “with ever increasing numbers of dead bodies littering the route as exhaustion took its toll, but eventually a few workers straggled from the trail thus breaking the cycle, and the raid marched off into the forest.”
http://www.freedomlab.org/2007/07/23/keeping-up-with-the-jones-do-you-want-to/
The opportunity ...
The market for shared experiences is inexhaustible
Events in the sky
Shared experiences
TextText
“So ... what’s the scuttlebutt?”
The market for shared experiences is inexhaustible
Spaces acquire meaning
Markets are conversations
This is not a conversation
Interruption marketing
Honduran version
Traditional marketers broadcast “crafted” messages
How advertising / marketing / PR sees us
... unsolicited commercial messages
they might as well talk to the hand
we’re besieged by ads!(and not even my cat likes spam)
http://thoughtnow.blogspot.com/2006/04/nyc-and-automobiles.html
do you see the membrane?
Jeep’s website
Logos are just brand identification.
A brand is the collective consumer concept of a company.
links to social networks on Jeep’s website
http://www.flickr.com/groups/jeepexperience/
active community of Jeep aficionados on Flickr
✤ Small companies are also finding financial success on Twitter, like New Orleans-based Naked Pizza ($1M revenues)
✤ The company said nearly 69 percent of sales generated during a one-day Twitter advertising blitz came from customers drawn in from the site.
✤ Leach posts 1 to 15 times a day and said his company sees a sustained 20 percent of sales dollars from its Twitter presence.
http://www.msnbc.msn.com/id/31284703/
markets are conversations
David Armano
And online, conversations spread quickly from network to network
Social Media
Traditional media
Newspapers
Magazines
Television
Radio
Books
CDs
DVDs
Aboxofphotos
Physical,papermailandcatalogs
YellowPages
Digital media
CellphonesCompact discDigital video
Digital televisione-bookInternetMinidisc
Video games
Social media
Blogging
SocialNetworking
Wikis
Bookmarking
Photosharing
Calendaring
Tagging
Podcasting
Microblogging
TOOLS for sharing and discussing
ACTIVITIES combining technology and social interaction
INTERACTION that builds shared meaning among communities
The“Conversation Prism”
Brian Solis
Brand you
this is the media
Blogging
SocialNetworking
Wikis
Bookmarking
Photosharing
Calendaring
Tagging
Podcasting
Microblogging
this is the social
your social profiles online andthe stuff you publish
will attract newconnections and opportunities
Influence
Authority
Reputation
Credibility
Identity
Presence
online objective
Branding
Branding
oceanmoonwavecleanwash
memorize this set of words
count to five
now, name a laundry detergent
ocean
moon
Tidewave Fab
All
Gain
network of associations
Source: Drew Westen, Ph.D., “The Political Brain: The Role of Emotion in Deciding the Fate of the Nation”http://tinyurl.com/bawfff
content
content
Youcontent people
people
people
work on your own network of associations
blog posts
tags
Youphotos
onlinepresence
blogs
socnets
comments
lifestream
video
podcasts
avatars
social profiles
virtualworlds
onlinecommunities
this is how people find you online
what defines you?
education
other activities
work experience
hobbies
passions
sports
travelcommunity work
thoughts
relationships
geography
desiresgroupsassociations
(now and in the future)
reputation
pets
Lots of cows ...
The purple cow
Purple Cow: Transform Your Business by Being RemarkableSeth Godin
One step at a time ...
LinkedIn.com• Your first step for professional
networking online• Fill out all the sections• Import your email address book to
easily find and connect with your contacts already using LinkedIn
• Ask for recommendations• Connect with people from your
same industry and region• Seek out groups and participate in
the discussions• Answer (and ask) questions on
LinkedIn Answers• Create polls • Include your blog’s feed and
slideshare account• Be a good member and maintain
professionalism
flickr.com
Remember to:• Include a title•Work the tags•Post to relevant groups•Embed in your blogs•Syndicate to your social
networks
YouTube.com
•Interview people•Short clips•Flip camera•Titles, descriptions and tags•Experiment until you find
your style•The Seesmic community
Facebook.com
• Get your username• Manage your privacy• Place friends and contacts in
“buckets”• Connect with more than just
friends• Update your status• Include your friendfeed• Upload photos and tag them
with your friends’ names• Connect Twitter to Facebook
http://apps.facebook.com/selectivetwitter
Ping.fm
friendfeed.com
Listen
Listen
Questions:
✤ How do people feel about my brand?
✤ What is being discussed?
✤ Who’s talking?
✤ Are they influential?
✤ Is my marketing working?
✤ Are my products working?
✤ How do we engage in the conversation?
What should I track?
✤ Key employees
✤ Company name and URL
✤ Competitors
✤ Product and service names
✤ Brands
✤ Keywords
Listen, then manage and react to conversations
http://startpr.com
Dell Ideastorm
My Starbucks Idea
GetSatisfaction
Conclusions
You may be amazed at what you’ll find out ...
Measure and count individual units, not just agreggate results
Become or hire a community manager
Intel
Intel will build credibility among the tough-to-impress IT crowd by putting its engineers out front, rather than a media-trained spokesperson.
So far, 150 engineers have been selected to contribute as bloggers on Intel sites and on other tech sites.
-ADWEEK, July 2008
http://www.adweek.com/aw/content_display/news/digital/e3i5dab627a6e5e9f670fe61aa2512a7514?pn=1
Go where the people are
Think of it this way. If you are a fisherman you would not fish for the trophy catch in stagnated water.
You would need to go to where there is fresh water.
That's where the fish are.
http://infoworthsharing.com/blog2/2008/06/go_where_the_people_are.html
People connect through
shared interests and passions
Your acquaintances
open more doors for you
than your closest friends and family
The social web is like water for dolphins
Suggested reading
http://www.forrester.com/Groundswell/book.html
Photo Credits - Creative Commons✦ Formidable matriarch http://www.flickr.com/photos/colbycosh/1511292182/✦ Birsay cow http://www.flickr.com/photos/jamesm/1074197357/✦ Country living http://www.flickr.com/photos/sentrawoods/3473586209/✦ Begegnung der Lila Art http://www.flickr.com/photos/fahrradfritze/2874490443/✦ Seth Godin http://www.amazon.com/Purple-Cow-Transform-Business-Remarkable/dp/159184021X✦ Dolphins underwater http://www.flickr.com/photos/bgwilson89/459539202/✦ puppy http://www.flickr.com/photos/klapow/39693385/✦ garfield http://www.flickr.com/photos/pasma/580401331/✦ 70 years of Spam http://www.flickr.com/photos/dok1/2607573904/✦ web 2.0 logos http://www.flickr.com/photos/94291223@N00/122881874/✦ conversation prism http://www.flickr.com/photos/50698336@N00/2735401175/✦ dinner conversation http://www.flickr.com/photos/88543347@N00/80462964/✦ talk to the hand http://www.flickr.com/photos/99757245@N00/2652563248✦ child http://www.flickr.com/photos/40732566596@N01/109538354/✦ hungry fish http://www.flickr.com/photos/75269757@N00/727422407✦ seti http://www.flickr.com/photos/49457106@N00/280789933/✦ attention http://www.flickr.com/photos/69148125@N00/326386880/✦ community manager http://www.flickr.com/photos/celesteh/397931208/✦ twitterverse http://www.flickr.com/photos/briansolis/3570379944/✦ naked pizza http://www.techcrunch.com/2009/04/24/a-sign-of-things-to-come-naked-pizza-erects-twitter-billboard/✦ volume http://www.flickr.com/photos/john/10196037/✦ watercooler conversation - horses http://www.flickr.com/photos/28778497@N05/2687899926/✦ india water http://www.flickr.com/photos/t4deux/3442829950/✦ watercooler conversations - birds http://www.flickr.com/photos/happyyoga/2118369604/✦ pickup game of hockey on new year’s eve http://www.flickr.com/photos/madison_guy/3158051412/✦ pickup game - basketball http://www.flickr.com/photos/robinzeggs/141674593✦ 4th street basketball http://www.flickr.com/photos/riverst/2356785132/✦ soccer game http://www.flickr.com/photos/tylercacek/739063425✦ circular mill http://www.freedomlab.org/2007/07/23/keeping-up-with-the-jones-do-you-want-to/
Alex de Carvalho
Social Media: Challenge or Opportunity?FPRA, June 12th, 2009