the social media revolution
DESCRIPTION
A presentation I gave at Kreative magazine's Digital PR conference - Budapest 26 November 2008. A sort-of written version of this is available here: http://tinyurl.com/bwxh3jTRANSCRIPT
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The Social Media Revolution(post-Gutenberg revolution)
The Social Media Revolution
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Understanding the Social Media Revolution
ANDIts impact on the world
as we know itAND
Working out what to do about it
In 20 Minutes
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You may have thought social media was this…
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And stuff with logos like this…
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The strange reflecty thing
YouTube red
RSS “homage” orange
“That”green Flickr blue
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What’s with the beta?
Beta = same as saying
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Well…
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you were right
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These are today’s face of social media
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But they are not its beating heart
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The beating heart of social media and why it truly deserves to be called a revolution is very simple
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Separation
Content Means of distribution
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Why is this so important?
1439
Tedious captureNo Distribution
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What did this mean for society?
Religion Feudal monarchies
Control via stories Control via hierarchy
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Then came Gutenberg
He gave content a means of distribution
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Which in turn created …The Renaissance Science Mass culture
The Enlightenment Mass democracy The media
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But more than this, Gutenberg cemented a
marriage between content and distribution
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And distribution was the dominant partner in this
relationship
Think about it … content surrendered its name and became
known only by its means of distribution (newspaper article, radio programme, TV show etc)
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Welcome to the post-Gutenberg World
Mass information distribution costs nothing
Everyone has the tools
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We now can recognise that all of these distribution things …
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We now can recognise that all of these distribution things …
Were actually content prisons
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We now can recognise that all of these distribution things …
Were actually content prisons
And now content is free to have its own life
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This is unstitching a fundamental foundation of our society that has
been in place for 600 years
And it creating a new ‘post-Gutenberg’ world
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• Space dependent• Controlling channel• Scarcity• Institutions• Content and audience = mass• Producer split from consumer• Quality = perfection and
precision of execution and message
• Controlled / restricted
• Time dependent• Controlling liberated content• Abundance• Processes• Content and audience = micro• “Prosumer”• Quality = authenticity of
communication and credibility of story
• Transparent
It is different
GutenbergPost
Gutenberg
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• Space dependent• Controlling channel• Scarcity• Institutions• Content and audience = mass• Producer split from consumer• Quality = perfection and
precision of execution and message
• Controlled / restricted
• Time dependent• Controlling liberated content• Abundance• Processes• Content and audience = micro• “Prosumer”• Quality = authenticity of
communication and credibility of story
• Transparent
It is different
GutenbergPost
Gutenberg
It’s different!
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So what?
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So what number 1
The slide into irrelevancy and obsolescence of businesses for whom
information mediation is their principle function
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The “traditional” media
“Within 5 years, 50 per cent of the media
consumers consume, will be produced by other
consumers”(Ron Bloom, CEO Mevio, speaking in 2006)
i.e. – the old space will shrink by 50% and a new space, at least as big, will emerge. And the business model of the traditional media will be destroyed in
the process
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This was my conversion moment
St Paul
Damascus
Image: Creative Commons Copyright P-P Reubens
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Some understand this
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But many don’t
Let them eat blogs
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The “traditional” media
The channel is not being threatened by a
competitor – its function is becoming obsolescent
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Where is it going to end?Music business – already dead
Gutenberg media – very sick
Banking – the next in line
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So what number 2
The rise of transparency and the challenge to institutionalised
trust
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A funny thing is happening to trust
Institution Process
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Institutionalised Trust:Assumptions
An individual can’t comprehensively interrogate an organisation’s activities
and behaviours
An individual can’t easily publicise examples where
reality is inconsistent with institutionalised image
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Institutionalised Trust:Assumptions
An individual can’t comprehensively interrogate an organisation’s activities
and behaviours
An individual can’t easily publicise examples where
reality is inconsistent with institutionalised image
The “Con
nected C
rowd” ca
n
They can
now – s
ee AOL o
r Comcas
t
engineer
on YouT
ube, or
check ou
t
GetSatis
faction
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The Tipping Point
An institutionalised trust model is like an old car – it will become progressively harder and more
expensive to maintain
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Trust vested in Process
Its not what you sayIts what “The Crowd”
can see
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So what number 3
The challenge to markets posed by reduced costs of entry and the
ability to service niche demands
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Mass brands will face death by 1,000 niches
Conventional brand segmentation, like so much
else, is just another ‘child of Gutenberg’
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So what do you do?
Shift investment in control of channel into investment in
ContentConversationCommunity
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Content
You acquired customers
Threw-out a mass communication net
Gutenberg
Customers acquire you
Using crowd intelligence search and filter your
digital space
PostGutenberg
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Crowd filtering
Is driven by processes of individual relevance not mass
attraction
Doesn’t respond to mass content it only responds to niche,
portable content threads which can be re-cycled through the
crowd ecosystem
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Content: make more of it“Break free from the content prison that is
your web site”
“Stop buying mass media (distribution) start making micro
media”
“Get it a good url
Get it tagged
Get it up / out there
Get it working for you”
Develo
p a di
gital
bait
strate
gy and
focus
on
irrele
vancy
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While I am at it - another mantra
Google is a reputation engine – not a search
engine
And Google never forgets
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Good example: Electrolux social media newsroom
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Good example: Microsoft Channel 9
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Good example: Coke exploiting its archive
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ConversationWhat do you say?
Who says it?
Create a spaceListen and respond
Create a Conversation Department
Spread the burden across the organisation
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Its happening
No one from HSBC has sponsored, endorsed or joined the conversation yet
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Community
The thing everyone is now talking about (especially if
they have a database)
But why should anyone join your community?
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Community
Individuals will form communities to collectively manage their
interaction with institutions
Individuals will allow themselves to be managed
within communities controlled by institutions
How is it going to pan out?
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Community
What this means
Facilitate the process of community
building within your customer
base
Be crystal clear about
your community proposition (it is the new
brand proposition)
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But if you are …
CollaborativeCollective Communal
At least understand that there are different types of community
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SummaryThe social media world is very different – the old
rules don’t apply.
Respect the new rules and you will prosper – ignore them and you will crash and burn
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Summary
It is going to affect you in three ways•Explosive growth of a new space and shrinkage of the old channels
•A change to trust – from institutions to processes
•The rise of the niche
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Summary
Forget controlling channels, focus on:
•Content•Conversation•Community
These are the new assets and seats of value
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A final thought…
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Adapting to the post-Gutenberg world is like going on a diet
A vision of the future achieved by lots of small steps, good days, bad days, successes and
failures
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Me