SOCIAL MEDIA FOR CHANGE @KateKendall @socialmelb

WHY THE ADOPTION?

Deconstruction Thinking about content in a new light – turn the emphasis from the ‘media’ to the ‘social’ Involves reworking the focus from the content onto the content delivery “You are what you publish online” = mentality of “You are what you publish offline” Involves thinking about masthead/brand communities instead of ‘audience’

Thinking about content in a new light – turn the emphasis from the ‘media’ to the ‘social’

Involves reworking the focus from the content onto the content delivery

“You are what you publish online” = mentality of “You are what you publish offline”

Involves thinking about masthead/brand communities instead of ‘audience’

And? Broadcast media has been and is suffering Cluttered environment – everyone is now a publisher Engagement, engagement, engagement! New mindset of sharing and collaboration – scary for institutions used to ‘owning’ The external change has already happened – it’s now a question of how…

Broadcast media has been and is suffering

Cluttered environment – everyone is now a publisher

Engagement, engagement, engagement!

New mindset of sharing and collaboration – scary for institutions used to ‘owning’

The external change has already happened – it’s now a question of how…

Basically… http://www.gapingvoid.com

Change leaders

Change embracers

Change resisters?

It’s early days Most publishers are still dipping their toe in the water Many are currently experimenting with the balance of tools (no longer a case of do all – resources) Resistance is not in the social activities themselves, but rather the mindset of the importance of social media e.g. Ongoing denial/negativity of Twitter in newspapers

Most publishers are still dipping their toe in the water

Many are currently experimenting with the balance of tools (no longer a case of do all – resources)

Resistance is not in the social activities themselves, but rather the mindset of the importance of social media e.g. Ongoing denial/negativity of Twitter in newspapers

Social media guidelines

http://mashable.com/2009/06/23/ap-social-media-policy/

Uses

Cause

Comp

Comedic

What we’ll hear about tonight How social media is changing the way businesses communicate How social media is changing the business of publishing A book publisher’s perspective on the effectiveness of a social media campaign A magazine publisher’s perspective on integrating strategy with social media

How social media is changing the way businesses communicate

How social media is changing the business of publishing

A book publisher’s perspective on the effectiveness of a social media campaign

A magazine publisher’s perspective on integrating strategy with social media

Thank you