IT’S NOT WHAT
      YOU SAY THAT
      MATTERS, IT’S
      WHAT YOU DO.
©2009 Paul Isakson   Paul Isakson - paulisakson.com
The World’s Best
                           Social Media Marketing
                           Presentation* by
           ...
What we’ll cover:
                     Why social media matters
                     Marketing and social media
          ...
Why does social media matter?




©2009 Paul Isakson
2/3
©2009 Paul Isakson




        Global Internet Population Visit Social Networks


 Source: http://blog.nielsen.com/nie...
4/5
©2009 Paul Isakson




        U.S. Online Adults Participate In Social Media


 Source: http://blogs.forrester.com/gr...
©2009 Paul Isakson




  The total time spent globally on social networks is growing at
  nearly 1.5X faster than the Inte...
All of this is creating a
                 growing number of
                    conversations...




©2009 Paul Isakson
both in social media and in
                      people’s real world lives.




©2009 Paul Isakson
Often, these
                 conversations are of
                 minimal importance
                   to marketing or
...
But sometimes, they are
                     about, or are related to,
                           your brand.




©2009 Pa...
Why does that matter?




©2009 Paul Isakson
"Your brand is no stronger than your
                     reputation — and will increasingly depend
                     o...
Source: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110641   ©2009 Paul Isakson
PEOPLE’S BEHAVIORS
       ARE CHANGING



©2009 Paul Isakson
“A revolution doesn't
                     happen when a society
                     adopts new tools. It
               ...
“A revolution doesn't

                A REVOLUTION
                       happen when a society
                       ad...
IT’S TIME FOR
               MARKETERS TO
               ADOPT NEW
               BEHAVIORS
©2009 Paul Isakson            ...
THE FUTURE OF
               MARKETING IS NOT
               ABOUT DOING AND
               SAYING THINGS
               T...
THE FUTURE OF
              MARKETING IS
              ABOUT DOING
              THINGS WITH AND
              FOR PEOPLE
...
Marketing and social media




©2009 Paul Isakson
“People don’t want marketing
                     messages in social networks
                     or when they are having...
“People don’t want marketing

           DON’T MARKET
                     messages in social networks or
                ...
Marketing in
      Blogs          Facebook      Twitter   YouTube
                                                        ...
“(When it comes to social
                     media) companies focus on
                     the features, tools and
    ...
”Companies approach social media in two
                     different ways.

                     The first way, the comp...
The power of social media is found in the results of people using
 these tools – the creation of self-organized communitie...
IN OTHER WORDS, THE
MAGIC OF SOCIAL
MEDIA IS NOT WHAT
HAPPENS IN SOCIAL
MEDIA, BUT WHAT
HAPPENS OUTSIDE OF
IT, BECAUSE OF ...
What are people organizing around?




©2009 Paul Isakson
Shared
                             Values



                      Shared          Shared
                     Interests ...
How do we connect with people?




©2009 Paul Isakson
©2009 Paul Isakson
Technographics




©2009 Paul Isakson
This isn’t
                     what matters.




©2009 Paul Isakson
Technographics



                             This is.




©2009 Paul Isakson
©2009 Paul Isakson
                     Flickr // e-magic
PEOPLE’S BEHAVIORS
       ARE CHANGING



©2009 Paul Isakson
What people are doing?




©2009 Paul Isakson
5
 The
                                Connecting



                     Creating            Collaborating




 Main Beha...
5
 The
                                Connecting



                     Creating            Collaborating




 Main Beha...
People are connecting with friends,
                      family, acquaintances and others
         Connecting
           ...
Thought Starters:
                      What values, beliefs and interests
                      do you share with the peo...
5
 The
                                Connecting



                     Creating            Collaborating




 Main Beha...
People are collaborating with others
                      who share their values, interests,
      Collaborating
        ...
Thought Starters:
                      How can you collaborate with people
      Collaborating   in a meaningful way?
   ...
5
 The
                                Connecting



                     Creating            Collaborating




 Main Beha...
People are consuming content to
                     learn, be entertained, seek validation,
                     feel mor...
Thought Starters:
                     What can you teach people that will
                     help them achieve their go...
5
 The
                                Connecting



                     Creating            Collaborating




 Main Beha...
People are creating content of
                          various kinds to express
                          themselves, sh...
Thought Starters:
                          What can you create that people will
                          benefit from?
 ...
5
 The
                                Connecting



                     Creating            Collaborating




 Main Beha...
People are sharing things they find
                Sharing   interesting or important with friends,
                     ...
Thought Starters:
                          What can you share that will make
                Sharing   the community bett...
How do we get people to do stuff with us?




©2009 Paul Isakson
©2009 Paul Isakson   Flickr // paulisakson
THE BEST WAY TO
     GET PEOPLE TO DO
     STUFF WITH YOU, IS
     TO FIRST JOIN THEM
     IN WHAT THEY ARE
     ALREADY D...
If you can’t do any of that?




©2009 Paul Isakson
DO SOMETHING WORTH
 TALKING ABOUT.




©2009 Paul Isakson    Flickr // moriza
And if you can’t do that either?




©2009 Paul Isakson
JUST
    LISTEN




©2009 Paul Isakson   Flickr // Patricil
Listen for rich
                     insights related to
                     your brand about
                     what p...
LISTEN FOR OPPORTUNITIES TO
  MAKE YOUR _______ BETTER.
©2009 Paul Isakson
Lastly, always remember...




©2009 Paul Isakson
IT’S NOT WHAT
      YOU SAY THAT
      MATTERS, IT’S
      WHAT YOU DO.
©2009 Paul Isakson   Paul Isakson - paulisakson.com
Thank You




©2009 Paul Isakson
Paul Isakson
                     Head of Strategy
                     space150

                     blog / paulisakson....
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Its Not What You Say 9 09 2009

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Social Media Marketing tips from Web 2.0 for Nonprofit Organizations

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Its Not What You Say 9 09 2009

  1. 1. IT’S NOT WHAT YOU SAY THAT MATTERS, IT’S WHAT YOU DO. ©2009 Paul Isakson Paul Isakson - paulisakson.com
  2. 2. The World’s Best Social Media Marketing Presentation* by Paul Isakson Head of Strategy space150 paulisakson.com *A tribute to Paul Arden ©2009 Paul Isakson
  3. 3. What we’ll cover: Why social media matters Marketing and social media Connecting with people If you can’t do any of this... ©2009 Paul Isakson
  4. 4. Why does social media matter? ©2009 Paul Isakson
  5. 5. 2/3 ©2009 Paul Isakson Global Internet Population Visit Social Networks Source: http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/ Flickr // Spencer E Holtaway
  6. 6. 4/5 ©2009 Paul Isakson U.S. Online Adults Participate In Social Media Source: http://blogs.forrester.com/groundswell/2009/08/social-technology-growth-marches-on-in-2009-led-by-social-network-sites.html# Flickr // davefishernc
  7. 7. ©2009 Paul Isakson The total time spent globally on social networks is growing at nearly 1.5X faster than the Internet average – growing 18% between December 2007 and December 2008. Source: http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/ Flickr // NathanFromDeVryEET
  8. 8. All of this is creating a growing number of conversations... ©2009 Paul Isakson
  9. 9. both in social media and in people’s real world lives. ©2009 Paul Isakson
  10. 10. Often, these conversations are of minimal importance to marketing or your brand. ©2009 Paul Isakson
  11. 11. But sometimes, they are about, or are related to, your brand. ©2009 Paul Isakson
  12. 12. Why does that matter? ©2009 Paul Isakson
  13. 13. "Your brand is no stronger than your reputation — and will increasingly depend on what comes up when you are Googled." Allan Jenkins Global Communications Consultant ©2009 Paul Isakson
  14. 14. Source: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110641 ©2009 Paul Isakson
  15. 15. PEOPLE’S BEHAVIORS ARE CHANGING ©2009 Paul Isakson
  16. 16. “A revolution doesn't happen when a society adopts new tools. It happens when society adopts new behaviours...” Clay Shirky Author, Consultant, Professor at NYU Us Now (Film) ©2009 Paul Isakson Flickr // Rain Rabbit
  17. 17. “A revolution doesn't A REVOLUTION happen when a society adopts new tools. It happens when society IS IN PROCESS adopts new behaviours...” Clay Shirky Author, Consultant, Professor at NYU Us Now (Film) ©2009 Paul Isakson Flickr // Rain Rabbit
  18. 18. IT’S TIME FOR MARKETERS TO ADOPT NEW BEHAVIORS ©2009 Paul Isakson Flickr // Andrew Huff
  19. 19. THE FUTURE OF MARKETING IS NOT ABOUT DOING AND SAYING THINGS TO PEOPLE ©2009 Paul Isakson Flickr // Arnisto.com
  20. 20. THE FUTURE OF MARKETING IS ABOUT DOING THINGS WITH AND FOR PEOPLE ©2009 Paul Isakson Paul Isakson - paulisakson.com
  21. 21. Marketing and social media ©2009 Paul Isakson
  22. 22. “People don’t want marketing messages in social networks or when they are having a dinner party.” Jason Calacanis CEO Mahalo.com / Internet Entrepreneur ©2009 Paul Isakson Flickr // ElectricSheep
  23. 23. “People don’t want marketing DON’T MARKET messages in social networks or when they are having a dinner party.” TO PEOPLE Jason Calacanis CEO Mahalo.com / Internet Entrepreneur ©2009 Paul Isakson
  24. 24. Marketing in Blogs Facebook Twitter YouTube social media is often Flickr FriendFeed LinkedIn Delicious narrowly viewed and talked Digg Last.fm MySpace Wikipedia about as the tools people Pandora Plaxo Seesmic Vimeo use within it. ©2009 Paul Isakson
  25. 25. “(When it comes to social media) companies focus on the features, tools and technologies, yet fail to understand the behaviors of their own customers online. As a result, they miss the mark.” Jeremiah Owyang Senior Industry Analyst Forrester Research ©2009 Paul Isakson Flickr // shinyai
  26. 26. ”Companies approach social media in two different ways. The first way, the companies focus on the features, tools and technologies, yet fail to DON’T FOCUS understand the behaviors of their own customers online. As a result, they miss the mark. ON THE TOOLS The second type of company scans the seascape, and understands the fish they’re trying to reach. As a result, they are more successful in connecting with customers… and catch the big fish... Fish where the fish are.” Jeremiah Owyang Senior Industry Analyst Forrester Research ©2009 Paul Isakson Flickr // shinyai
  27. 27. The power of social media is found in the results of people using these tools – the creation of self-organized communities of likeminded people – making it a valuable way for businesses to inspire, inform, understand and connect with the people who buy their products and services. ©2009 Paul Isakson Flickr // daveandsima
  28. 28. IN OTHER WORDS, THE MAGIC OF SOCIAL MEDIA IS NOT WHAT HAPPENS IN SOCIAL MEDIA, BUT WHAT HAPPENS OUTSIDE OF IT, BECAUSE OF IT. ©2009 Paul Isakson Paul Isakson - paulisakson.com
  29. 29. What are people organizing around? ©2009 Paul Isakson
  30. 30. Shared Values Shared Shared Interests Beliefs ©2009 Paul Isakson Paul Isakson - paulisakson.com
  31. 31. How do we connect with people? ©2009 Paul Isakson
  32. 32. ©2009 Paul Isakson
  33. 33. Technographics ©2009 Paul Isakson
  34. 34. This isn’t what matters. ©2009 Paul Isakson
  35. 35. Technographics This is. ©2009 Paul Isakson
  36. 36. ©2009 Paul Isakson Flickr // e-magic
  37. 37. PEOPLE’S BEHAVIORS ARE CHANGING ©2009 Paul Isakson
  38. 38. What people are doing? ©2009 Paul Isakson
  39. 39. 5 The Connecting Creating Collaborating Main Behaviors Sharing Consuming in Social Media ©2009 Paul Isakson Paul Isakson - paulisakson.com
  40. 40. 5 The Connecting Creating Collaborating Main Behaviors Sharing Consuming in Social Media ©2009 Paul Isakson
  41. 41. People are connecting with friends, family, acquaintances and others Connecting who share their interests, values, and/or beliefs. ©2009 Paul Isakson Flickr // alexkess
  42. 42. Thought Starters: What values, beliefs and interests do you share with the people who buy your products and/or services? Connecting Where are those people already spending time that you could connect with them through those things? How can you connect people to other people and things that will help them accomplish their goals? ©2009 Paul Isakson Flickr // chrisjohnbeckett
  43. 43. 5 The Connecting Creating Collaborating Main Behaviors Sharing Consuming in Social Media ©2009 Paul Isakson
  44. 44. People are collaborating with others who share their values, interests, Collaborating and/or beliefs to accomplish a shared goal, vision or project. ©2009 Paul Isakson Flickr // The Moonstone Archive
  45. 45. Thought Starters: How can you collaborate with people Collaborating in a meaningful way? How can you help people collaborate with each other more easily? ©2009 Paul Isakson Flickr // McGarry
  46. 46. 5 The Connecting Creating Collaborating Main Behaviors Sharing Consuming in Social Media ©2009 Paul Isakson
  47. 47. People are consuming content to learn, be entertained, seek validation, feel more connected, etc. Consuming Consuming: Watching, Reading, Listening, Skimming, Collecting, etc. ©2009 Paul Isakson Flickr // _alef_
  48. 48. Thought Starters: What can you teach people that will help them achieve their goals? What can you learn from people that Consuming will help you be a better marketer or help you make better products? How can you reward people for consuming and sharing your content? ©2009 Paul Isakson Flickr // GlowPlug
  49. 49. 5 The Connecting Creating Collaborating Main Behaviors Sharing Consuming in Social Media ©2009 Paul Isakson
  50. 50. People are creating content of various kinds to express themselves, share their thoughts with others, share a creative talent Creating or passion, and, in some cases, to build their “personal brand.” Content: Photos, Videos, Blog Posts, Tweets, Comments, etc. ©2009 Paul Isakson Flickr // Thomas Hawk
  51. 51. Thought Starters: What can you create that people will benefit from? Creating What can you give to people that will help them create more interesting content to spread? ©2009 Paul Isakson Flickr // Iguana Jo
  52. 52. 5 The Connecting Creating Collaborating Main Behaviors Sharing Consuming in Social Media ©2009 Paul Isakson
  53. 53. People are sharing things they find Sharing interesting or important with friends, family and followers. ©2009 Paul Isakson Flickr // Dieter Drescher
  54. 54. Thought Starters: What can you share that will make Sharing the community better? How can you help others share things more easily? ©2009 Paul Isakson Flickr // Iguana Jo
  55. 55. How do we get people to do stuff with us? ©2009 Paul Isakson
  56. 56. ©2009 Paul Isakson Flickr // paulisakson
  57. 57. THE BEST WAY TO GET PEOPLE TO DO STUFF WITH YOU, IS TO FIRST JOIN THEM IN WHAT THEY ARE ALREADY DOING. ©2009 Paul Isakson Paul Isakson - paulisakson.com
  58. 58. If you can’t do any of that? ©2009 Paul Isakson
  59. 59. DO SOMETHING WORTH TALKING ABOUT. ©2009 Paul Isakson Flickr // moriza
  60. 60. And if you can’t do that either? ©2009 Paul Isakson
  61. 61. JUST LISTEN ©2009 Paul Isakson Flickr // Patricil
  62. 62. Listen for rich insights related to your brand about what people really want and need. ©2009 Paul Isakson Flickr // EssG
  63. 63. LISTEN FOR OPPORTUNITIES TO MAKE YOUR _______ BETTER. ©2009 Paul Isakson
  64. 64. Lastly, always remember... ©2009 Paul Isakson
  65. 65. IT’S NOT WHAT YOU SAY THAT MATTERS, IT’S WHAT YOU DO. ©2009 Paul Isakson Paul Isakson - paulisakson.com
  66. 66. Thank You ©2009 Paul Isakson
  67. 67. Paul Isakson Head of Strategy space150 blog / paulisakson.com twitter / @paulisakson email / paul.isakson@gmail.com ©2009 Paul Isakson
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