vienna social media conf, 20 april 2009
DESCRIPTION
These are the slides that accompanied a presentation I gave last night at IKP’s kom.update. It was a LONG presentation, so it covers a working "Practical definition" of Social Media (by no means the only definition!), Porter Novelli’s "4 step" approach to addressing Social Media, and the Integration Triangle. I want to thank IKP for the opportunity to come to Vienna to give this talk! Find out more at http://www.ikp.atTRANSCRIPT
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Facebook & Twitter & Co
Mat MorrisonMonday April 20, 2009
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mediaczar.com/blog
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@mediaczar
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Ich spreche kein Deutsch
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Ich verstehe nur “Bahnhof”
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I do speak too fast
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And like to move around a lot
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Should I buy an iPhone?
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8 people answered on day 1
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19 answers
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7 in the first hour
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“The only drawback is that it’s a bit shit as a phone
sometimes...”
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“...but it’s 95% of the hopes and dreams of humanity”
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70% of Austria is online
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Only 10% currently on Facebook
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Only going one direction
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things to talk about3
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1: What is Social Media?
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2: How to approach Social Media?
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3: How to integrate digital
into your campaigns
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What IS Social Media?
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Any technology that lets people publish their thoughts,
opinions, beliefs?
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A conversation?
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A bunch of private conversations that have now
become public?
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Brands have to become more human?
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A PRACTICAL definition
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Social Sharing
Social Knowledge
Social Bookmarks
Social News
Social Networks
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Social Sharing
Social Knowledge
Social Bookmarks
Social News
Social Networks
BlogsPhoto sharingVideo sharing
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Social Sharing
Social Knowledge
Social Bookmarks
Social News
Social Networks
WikipediaAnswer Sites
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Social Sharing
Social Knowledge
Social Bookmarks
Social News
Social Networks
FacebookLinkedInTwitter
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Social Sharing
Social Knowledge
Social Bookmarks
Social News
Social Networks
DiggReddit
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Social Sharing
Social Knowledge
Social Bookmarks
Social News
Social Networks
DeliciousMr Wong
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Why does this matter?
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Un
ited
Kin
gdom
Social Knowledge
Social Sharing
Social Network
Social Network
Social Network
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Text
Öst
erre
ich
Social Knowledge
Social Knowledge
Social Sharing
Social Network
Social Knowledge
Social Network
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Social Network
Social Sharing
Social Network
Social Sharing
Social Network
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Dell: A Case Study
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Social Sharing
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Social Answers
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Social Sharing
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Social Sharing
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Social Network
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Social Network
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Social Answers
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Social Network
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How to APPROACH Social Media
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Listen
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Respond
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Influence
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Enlist
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Listen & Respond
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Lots of FREE tools
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Grab the RSS feeds...
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...and bring them together in ONE convenient place
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...and make it someone’s job
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3: How to integrate digital
into your campaigns
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Where do digital channels FIT?
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How do we doJOINED-UP thinking?
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The INTEGRATION Triangle
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“Real World”
DigitalChannels
TraditionalMedia
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Strengths Always on/on demand
Customer managed relationships/interactive/self-service (feedback)
Messages can spread far and wide
Permanent, searchable multi-media records
Weaknesses Un-mediagenic
Less message control: everyone can have an opinion and a voice!
Cluttered, fragmented environment
Permanent, searchable multi-media records
Dig
ital
Ch
ann
els
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Strengths Always on/on demand
Customer managed relationships/interactive/self-service (feedback)
Messages can spread far and wide
Permanent, searchable multi-media records
Weaknesses Un-mediagenic
Less message control: everyone can have an opinion and a voice!
Cluttered, fragmented environment
Permanent, searchable multi-media records
Dig
ital
Ch
ann
els
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Strengths Broadest audience reach (still!)
High impact & highly-valued by audience
Established channels and best practice
Relatively high degree of message control
Weaknesses High requirements for story
Long lead times
Limited back channel
Fish & chip wrapper
Tra
dit
ion
al M
edia
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“I get 900K+ visitors a week to whatcar.com and 127K readers
a month to the magazine....
..but people still think that the magazine is much more
valuable to be in.”
Steve Fowler, Group Editor, What Car
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Strengths Broadest audience reach (still!)
High impact & highly-valued by audience
Established channels and best practice
Relatively high degree of message control
Weaknesses Limited back channel
High requirements for story
Long lead times
Short attention span
Fish & chip wrapperTra
dit
ion
al M
edia
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Strengths Highest impact
Mediagenic
High “talkability”
Established channels and best practice
Weaknesses Transient
Low reach
High cost of involvement
Rea
l Wor
ld
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350 people on your website is an abject FAILURE...
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But 350 people in a Bahnhof is a STORY
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“Real World”
DigitalChannels
TraditionalMedia
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SIMPLE RULE
Move audience from corner to corner
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“Real World”
DigitalChannels
TraditionalMedia
Promote
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“Real World”
DigitalChannels
TraditionalMedia
Recr
uit
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“Real World”
DigitalChannels
TraditionalMedia
Interest
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“Real World”
DigitalChannels
TraditionalMedia
Archive
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“Real World”
DigitalChannels
TraditionalMedia
Content
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“Real World”
DigitalChannels
TraditionalMedia
plus :60 TVC2 weeks
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“Real World”
DigitalChannels
TraditionalMedia
:60 TVCRadioCross-track/Outdoor
€3m
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“Real World”
DigitalChannels
TraditionalMedia
Recr
uit
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“Real World”
DigitalChannels
TraditionalMedia
Interest
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“Real World”
DigitalChannels
TraditionalMedia
Archive
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Reduce UK’s CO2 emissions by at least 80% by 2050
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Include emissions from international SHIPPING and
AVIATION
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“Real World”
DigitalChannels
TraditionalMedia
Recr
uit
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“Real World”
DigitalChannels
TraditionalMedia
Interest
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“Real World”
DigitalChannels
TraditionalMedia
Arch
ive
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“Real World”
DigitalChannels
TraditionalMedia
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Where do digital channels FIT?
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350 people on your website is an abject FAILURE...
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But 350 people in a Bahnhof is a STORY
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SIMPLE RULE
Move from corner to cornerof the INTEGRATION triangle
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