WWF, Fernando Zarur - Social Media & Multimedia Workshop. 3rd Lundquist CSR Online Awards, Venice 27-28 Oct 2011


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WWF, Fernando Zarur - Social Media & Multimedia Workshop. 3rd Lundquist CSR Online Awards, Venice 27-28 Oct 2011

  1. 1. Social media beyond the hypeBridging the generational digital gap Fernando Zarur Head of online (acting) fzarur@wwf.panda.org
  2. 2. WWF online presence ● Panda.org: ~500,000 visits per month; ● Facebook/wwf: +740,000 fans; ● Twitter/wwf: +470,000 followers; ● YouTube/wwf: +2,800,000 channel views; ● Email (advocacy): ~150,000 emails.
  3. 3. Social media beyond the hype© Galt Museum & Archives
  4. 4. ~1440 - Gutenbergs printing press A single Renaissance printing press could produce 3,600 pages/day, compared to 40 by hand-printing and a few by hand-copying
  5. 5. New media technology offered: ● lower production costs; ● drastically faster data output and dissemination; ● simple and accessible information storage; ● easy copying and sharing.More people had access to the means ofproduction and dissemination of information
  6. 6. By the year 1500: ● 1000 printing presses were in operation in Western Europe and had produced 8 million books
  7. 7. The Ninety-Five Theses© Galt Museum & Archives
  8. 8. The Reformation was a media revolution ● From 1518 to 1520, in two years, in Germany alone Luthers ideas were distributed in 300,000 printed copies; ● In 1530 over 10,000 publications are known, with a total of ten million copies;© Galt Museum & Archives
  9. 9. Other consequences: ● social,religious and educational revolution; ● establishment of a community of scientists who could easily communicate their discoveries; ● authorship was suddenly important and the first copyright laws were passed; ● led to the issuing of the first newspapers; ● easy data copying and sharing; ● laid the material basis for the modern knowledge-based economy; ● rise of nationalism;
  10. 10. Even more consequences:
  11. 11. The common denominator between Tim Berners-Lee invention and Gutenbergs is that both promotedmainstream access to the means of production and dissemination of information. First HTML web page published by Timer Berners-Lee in 1989
  12. 12. "When we change the way we communicate, we change society" Clay Shirky “Digital networks are increasing the fluidity of all media. The old choice between one-way public media (like books and movies) and two-way private media (like the phone) has now expanded to include aTahrir Square, Egypt third option: two-way media that operates on a scale from private to public.” Clay Shirky (Here Comes Everybody: The Power of Organizing Without Organizations) Wall Street, USA
  13. 13. The Internet is a 16 year old teenager!
  14. 14. Generation gap antidotes:1. Give it strategic importance"Where customers spend their time is where youbuild your brand. (...) For an increasing numberof customers, you are your website [and yoursocial media channels]. Its about time seniormanagement woke up to that fact."Gerry McGovern (gerrymcgovern.com)
  15. 15. Generation gap antidotes:2. Get the right people and team structures ● Integrative communications thinking; ● At ease with social technologies; ● Know how to combine the old with the new; ● Envision how technologies can create value; ● Lean collaboration skills; ● Use social technologies to detect emerging opportunities or threats and respond to them;Patrick Spenner, Why You Need a New-Media “Ringmaster” (HBR 2010)
  16. 16. Generation gap antidotes:3. Invest and experiment"Up to 90% of spend goes to advertising andretail promotions. Yet the single most powerfulimpetus to buy is often someone elsesadvocacy".David Edelman (McKinsey & Company’s Global Digital MarketingStrategy)
  17. 17. It is less about YOU... ...and more about THEM:
  18. 18. Its about engagement and relationship.© Galt Museum & Archives
  19. 19. Empower your supporters "(...) What if you could figure out how to use the Internet to empower the people who like you, who respect you, who have a vested interest in your success? I call this group of people— your friends and prospects and customers who are willing to do this—your fan club." Seth Godin
  20. 20. "Listen" more, "shout" less "Traditional marketing is about getting attention. But web marketing is about paying attention." Gerry McGovern
  21. 21. ...be open and participate in the conversation
  22. 22. New media is just a tool, not an end goal... Core rules of communication still apply! Dont throw away what you know, but humble to adapt and learn.© Galt Museum & Archives
  23. 23. Thank youbit.ly/t5aSlzfzarur@wwf.panda.org