Agenda 9:30-9:45 Setting the social media scene David Cushman 9:45-10:00 Adapting brands to the networked world David Cushman 10:00-10:20 What was wrong with interruption? Transitioning from traditional advertising to engagement Alan Moore Break (10mins) 10:30-10:50 ROI in social media. Luke Brynley-Jones 10:50-11:10 Empowering value within your organisation through social media. Dr. Chris Thorpe 11:10-11:30 How companies are revolutionising their businesses and increasing market share and profits through social media. David Cushman 11:30-11:40 Introduction to Brando Social Consult Summing up and introducing the network. Jamie Burke 11:40 Questions

9:30-9:45

Setting the social media scene

David Cushman

9:45-10:00

Adapting brands to the networked

world

David Cushman

10:00-10:20

What was wrong with interruption?

Transitioning from traditional

advertising to engagement

Alan Moore

Break (10mins)

10:30-10:50

ROI in social media.

Luke Brynley-Jones

10:50-11:10

Empowering value within your

organisation through social media.

Dr. Chris Thorpe

11:10-11:30

How companies are revolutionising their

businesses and increasing market share

and profits through social media.

David Cushman

11:30-11:40

Introduction to Brando Social Consult

Summing up and introducing the

network.

Jamie Burke

11:40 Questions

Brando Social David Cushman Setting the scene, defining the prize

What is social media? Digitally enabled peer-to-peer networks From email and sms to facebook and twitter Distribution is by people to people Content is by people to be shared with other people

Digitally enabled peer-to-peer networks

From email and sms to facebook and twitter

Distribution is by people to people

Content is by people to be shared with other people

Peer-to-Peer? The most powerful behaviour changer there is We do what others like us do Social media brings us together with people like us Social media helps people like us act together

The most powerful behaviour changer there is

We do what others like us do

Social media brings us together with people like us

Social media helps people like us act together

Many media Broadcast media is one-to-many Social media is many-to-many

Broadcast media is one-to-many

Social media is many-to-many

Social media Is not : A channel (it’s a network) Is not : A place to broadcast (it’s for conversations)

Is not : A channel (it’s a network)

It’s all about the people, people Where humans are talking to each other about things that bother/interest them – on a global scale You are included. With or without your permission. If you’re lucky/unlucky If you contribute If you participate

Where humans are talking to each other about things that bother/interest them – on a global scale

You are included. With or without your permission.

If you’re lucky/unlucky

If you contribute

If you participate

For example Text messaging ; sms and mms Email ; including webmail(gmail etc) and fixed (outlook) Instant Messaging : eg Windows Messenger; skype Forums ; of the traditional message board variety. Social networks : such as Facebook, MySpace, Bebo Blogging: Platforms such as Blogger, Wordpress Microblogging : eg Twitter, Plurk Video sharing sites: eg Youtube, Vimeo Image sharing sites: such as photobucket, flickr Audio sharing : Lastfm, blip.fm, podcasts Conversation aggregators : such as Friendfeed, Disqus Human-powered search sites such as mahalo, ditto.net Human filtering sites such as digg, delicious, stumbleupon Comments on more traditional ‘broadcast-style’ sites – such as the BBC, Guardian.co.uk Wikis : wikipedia

Text messaging ; sms and mms

Email ; including webmail(gmail etc) and fixed (outlook)

Instant Messaging : eg Windows Messenger; skype

Forums ; of the traditional message board variety.

Social networks : such as Facebook, MySpace, Bebo

Blogging: Platforms such as Blogger, Wordpress

Microblogging : eg Twitter, Plurk

Video sharing sites: eg Youtube, Vimeo

Image sharing sites: such as photobucket, flickr

Audio sharing : Lastfm, blip.fm, podcasts

Conversation aggregators : such as Friendfeed, Disqus

Human-powered search sites such as mahalo, ditto.net

Human filtering sites such as digg, delicious, stumbleupon

Comments on more traditional ‘broadcast-style’ sites – such as the BBC, Guardian.co.uk

Wikis : wikipedia

The internet is winning IDC reported in August 08 internet use was already outstripping TV consumption. Internet: 32.7 hours TV: 16.4 hours Newspapers & magazines: 3.9 hours

IDC reported in August 08 internet use was already outstripping TV consumption.

Internet: 32.7 hours

TV: 16.4 hours

Newspapers & magazines: 3.9 hours

Does internet = social media? Not 100%: but enough for you to take very seriously… Yahoo Google Youtube Live.com MSN.com Myspace.com Wikipedia.org Facebook.com Blogger.com Yahoo.co.jp 11. Orkut.com 12. Rapidshare.com 13. Baidu.com 14. Microsoft.com 15. Google.co.in 16. Google.de 17. Qq.com 18. eBay.com 19 Hi5.com 20. Google.fr Alexa Feb 2009 What no traditional media, bbc? New York Times? Guardian?

Not 100%: but enough for you to take very seriously…

Yahoo

Google

Youtube

Live.com

MSN.com

Myspace.com

Wikipedia.org

Facebook.com

Blogger.com

Yahoo.co.jp

Alexa records visitor numbers Not time spent Not conversations had Not relationships fostered Not content created Not groups formed Not action enabled Not value created

Not time spent

Not conversations had

Not relationships fostered

Not content created

Not groups formed

Not action enabled

Not value created

We’re all publishers now 186m blogs globally and growing 73% of all web users read blogs Facebook members 132.1 million unique users in June 2008 (now over 150m) MySpace had 117.6 million users in June 08. More video added to Youtube in last year than broadcast by TV EVER!

186m blogs globally and growing

73% of all web users read blogs

Facebook members 132.1 million unique users in June 2008 (now over 150m)

MySpace had 117.6 million users in June 08.

More video added to Youtube in last year than broadcast by TV EVER!

We’re all advertisers and marketers now Friend-recommendation is responsible for 70%+ of all purchase decisions 34% write about products and brands on their blogs 23% of social network users have added applications 18% of bloggers install widgets

Friend-recommendation is responsible for 70%+ of all purchase decisions

34% write about products and brands on their blogs

23% of social network users have added applications

18% of bloggers install widgets

Social media. Shared media. A very different measure Not consuming; participating Co-creating the experience Communities not audiences Where to take part, you have to create part Think ears and mouths, rather than eyeballs Very different from the world of mass broadcast media

A very different measure

Not consuming; participating

Co-creating the experience

Communities not audiences

Where to take part, you have to create part

Think ears and mouths, rather than eyeballs

Very different from the world of mass broadcast media

How do we adapt?

Adapting Brands to the networked world The user is the destination now

Hits are worth(-)less in a networked world

Three laws describe how value grows and is distributed in networks… The science bit

Sarnoff’s Law – the red line The value of a broadcast network is proportional to the number of viewers/listeners: Eg TV, Radio, Cinema

The value of a broadcast network is proportional to the number of viewers/listeners:

Eg TV, Radio, Cinema

Metcalfe’s Law: the yellow line The value of a network is proportional to the square of the number of users of the system ( n² growth): Fax machines, telephones, one-to-one communications.

The value of a network is proportional to the square of the number of users of the system ( n² growth):

Fax machines, telephones, one-to-one communications.

Reed’s Law: the green line The value of large networks , particularly social networks , grows exponentially with the size of the network.(2n) Because: The number of possible sub-groups of network participants grows faster than either the number of participants, ‘ N’ (Sarnoff’s Law) , or the number of possible pairs ( Metcalfe's law ) (N squared)

The value of large networks , particularly social networks , grows exponentially with the size of the network.(2n)

Because: The number of possible sub-groups of network participants grows faster than either the number of participants, ‘ N’ (Sarnoff’s Law) , or the number of possible pairs ( Metcalfe's law ) (N squared)

How does this reveal the value of hits in the networked world?

Flip the graphs to find the demand curve … and we discover why the long tail succeeds in the group forming ( Reed’s Law ) world of social networks that IS the internet .

Hits take more of the available value in a broadcast world

Hits worth more in broadcast world Shaded area shows hits account for a greater proportion of the available demand and total value in Sarnoff’s broadcast world and in Metcalfe’s world of one-to-one communications .

Shaded area shows hits account for a greater proportion of the available demand and total value in Sarnoff’s broadcast world and in Metcalfe’s world of one-to-one communications .

Hits are still worth having… but They have less proportional value compared to the overall economics of the networked world. In a broadcast world the hit was where MOST of the value resided The opposite is true in a networked world. Seeking ways to create value in the long tail therefore offers the bigger opportunity

They have less proportional value compared to the overall economics of the networked world.

In a broadcast world the hit was where MOST of the value resided

The opposite is true in a networked world.

Seeking ways to create value in the long tail therefore offers the bigger opportunity

Caution: Snakes Long tail is getting longer…

Frightening Fragmentation Q: How can we reach deep into and along the ever-elongating long tail? A: Understand how messages/ideas and conversations evolve in the networked world

The internet is for people .

The internet is for people . For people to form groups

The internet is for people . For people to form groups Groups with shared purposes

The internet is for people . For people to form groups Groups with shared purposes Groups of people that can form at little or no cost

That changes everything http:// flickr.com/photos/ stuckincustoms/

Three key disruptions Who gets to create content? Who gets to distribute content? Who controls the user experience?

Three key disruptions Who gets to create content? Any and everyone Who gets to distribute content? Any and everyone Who controls the user experience? The user is the destination now, they control their own A-to-anywhere journey

You can’t target every community of purpose They can Here’s how http://flickr.com/photos/caribb/

You can’t target every community of purpose They can Here’s how

THE STAGE Scale = audience = where the eyeballs have gone Message broadcast at audience

THE STAGE But in (social) networks the broadcast message doesn’t arrive

They aren’t looking at The Stage. They are looking at each other Scale = lots of communities of purpose = where the eyeballs are focused

They share messages among their groups. They adapt them to suit their groups They make the message theirs We share what we think is cool with people who (we think) will think its cool , too

They share messages among

their groups.

They adapt them to suit their groups

They make the message theirs

The groups are not fixed (adhoc). The message spreads when the groups reform around a new purpose Users select what they think is cool (has utility) to take with them on their journey

The groups are not fixed (adhoc).

The message spreads when the

groups reform around a new purpose

Participants adapt the message to suit the group they wish to share it with The people best-placed to adapt the message are in the group, not on the stage

And so it continues; the message evolving to survive. Or it dies out We share what we think is cool. That which we co-create, we embrace

They aren’t your groups they are theirs They aren’t your messages they are theirs Communication is not done to them, it is done by them

In social media WE are the distribution, WE are the content, WE are the 'user journey', WE are how messages are transmitted. WE are the medium and the media carried by it WE are the connections. and how the connections are made.

WE are the distribution,

WE are the content,

WE are the 'user journey',

WE are how messages are transmitted.

WE are the medium and the media carried by it

WE are the connections.

and how the connections are made.

Same as it ever was?

Key lessons for brands 1 http://flickr.com/photos/cleversimon/

Key lessons for brands 2 Respond http://flickr.com/photos/daveyp/

Respond

Listen The conversations are happening with or without your permission. They are happening everywhere people talk You can listen: summize.com; brandtags.net, our own services. Listen, enable, and serve.

The conversations are happening with or without your permission.

They are happening everywhere people talk

You can listen: summize.com; brandtags.net, our own services.

Listen, enable, and serve.

Business case for listening 70% of purchase decisions are friend-recommended. How much of your current spend is focused on connecting to the conversations? How much value do you currently place on these conversations? If the answer isn’t 70%...

70% of purchase decisions are friend-recommended.

How much of your current spend is focused on connecting to the conversations?

How much value do you currently place on these conversations?

If the answer isn’t 70%...

2. Respond Marketing isn’t done to them, it is done by them Think less of where the eyeballs are and more about the mouths and ears Place value on real-time, human interaction.

Marketing isn’t done to them, it is done by them

Think less of where the eyeballs are and more about the mouths and ears

Place value on real-time, human interaction.

Homo Mimicus Behaviour emulation is a key mechanic Pic: Somargraphics via flickr

Behaviour emulation is a key mechanic

Social media works best When users can adapt the message to better suit those they would share with Eg Youtube’s many incarnations of the Cadbury’s gorilla ad. Where they lower the technical barriers Eg Pampers easy-insert of your own kids’ pictures into a Christmas video message.

When users can adapt the message to better suit those they would share with

Eg Youtube’s many incarnations of the Cadbury’s gorilla ad.

Where they lower the technical barriers

Eg Pampers easy-insert of your own kids’ pictures into a Christmas video message.

Success requires: A willingness to relinquish control Toolkits users can play with Creative users 2&3 are in place. Ready for No1? http://flickr.com/photos/darwinbell /

A willingness to relinquish control

Toolkits users can play with

Creative users

2&3 are in place.

Ready for No1?

The networked journey Listening to and responding to the network requires and drives cultural change within the brand itself. It raises and answers questions about ownership and control to make your brand better adapted to the networked world. It is your safe passage to the future

Listening to and responding to the network requires and drives cultural change within the brand itself.

It raises and answers questions about ownership and control to make your brand better adapted to the networked world.

It is your safe passage to the future

The great disruption has only just begun Brian Eno 1991

Thank you David Cushman BrandoSocial.com twitter.com/davidcushman Call or text +447736 353590

David Cushman

BrandoSocial.com

twitter.com/davidcushman

Call or text +447736 353590