12. “ Our objective is to grow our Facebook fan base” Social media doesn’t help you communicate with all of your audience Social media helps you communicate with exactly the right people at exactly the right time
21. The arrival of intelligence Let’s get Britain Biking.com 256 active members = 0.02% of people with motor bikes Picture of accountant What is the value of a ? Discovery of the right conversation
22. Gartner Hype Cycle False Engagement Arrival of Intelligence It’s different
24. Doesn’t understand the difference Understands the difference Practical understanding Helps you change things tomorrow Theoretical understanding Helps you plan for the future
46. An ad is an answer to a question that no-one ever asked
47. 9 out of these top 10 sites is either a blog or social site
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49. Individuals will not want to be managed within communities controlled by brands Individuals will form communities to manage their interaction with brands Community
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53. Gartner Hype Cycle False Engagement Arrival of Intelligence Productive Engagement Social media is not about marketing or communications Social media is changing the relationship between institutions and individuals
54. Identity: “I make candles” Beliefs: Striving to make better candles Environment: Candle making workshop Identity: “I provide light” Beliefs : Make it easy for people to see after the sun goes down Environment: Shop selling candles, matches, tapers
Lots being wasted Help people here today avoid that Recognise – first steps don’t involve spending much money (major resource time)
Driven by need to create or sustain a business model Model not aligned against how the social media space actually works
Reach out = continue to broadcast to
Huge obsession with Facebook Not fashionable to drive people to web site anymore
Influence is defined not be who they are – but what they are doing e.g. a consumer talking about a problem with your brand on Twitter Target conversations – not people
Conversation about company – not happening on the website What is being said is now much more important than who is saying it (influential bloggers are defined as sources of information not points of distribution) Here today – gone tomorrow 10 most influential people
Controlling stories gave you more power than controlling empires
What companies are finding – if you haven’t got a story you haven’t got anything to say
What companies are finding – if you haven’t got a story you haven’t got anything to say
P&G is the perfect expression of Gutenberg, reductive marketing Have to think about a story triangle – power is on top, visibility / consumer is at the bottom. You have to connect the two. Client story is the creative brief
There is however an agency opportunity
What is the next big thing in social media (assume it’s a new tool / thing) The next big thing is a form of behaviour (what do with the tools) – formation of focused digital community (with tools already there) Comes back to point about connection and action Facebook example – no point in talking to the individual (in any kind of scale) 99.9% of all interaction / activity is impenetrable to any form of corporate / commercial message (may tolerate sidebar ad – the limit) Facebook and LinkedIn
