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Social Media Evolved
 

Social Media Evolved

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    Social Media Evolved Social Media Evolved Presentation Transcript

    • SOCIAL
MEDIA//EVOLVED Presented by//The Media KitchenTuesday, October 4, 2011
    • SOCIAL
MEDIA// media
for
social
interaction,
using
highly
accessible
and
scalable
 publishing
techniques.
Social
media
use
web‐based
technologies
to
 transform
and
broadcast
media
monologues
into
social
media
dialogues. EVOLVED// Develop
gradually,
esp.
from
a
simple
to
a
more
complex
form 2Tuesday, October 4, 2011
    • ROCKET
=
CONTENT FUEL
=
SOCIAL
 3Tuesday, October 4, 2011
    • ROCKET
=
CONTENT FUEL
=
SOCIAL
 4Tuesday, October 4, 2011
    • SOCIAL
MEDIA
IS
NOW
 PART
OF
THE
WEB’S
 CURRENT
DNA //NETWORKING //
CONTENT
DISTRIBUTION //
CONVERSATIONS 5Tuesday, October 4, 2011
    • WHAT
IS
PROVIDES
IS
ULTIMATELY
 INFLUENCE 6Tuesday, October 4, 2011
    • HOW
DO
BRANDS
CREATE
 INFLUENCE
IN
A
COMPLEX
SOCIAL
 WORLD? 7Tuesday, October 4, 2011
    • THE
AGENDA GROWING
COMPLEXITY SOCIAL
DATA FUTURE
OF
SOCIAL BRANDS
WITHIN
SOCIAL 8Tuesday, October 4, 2011
    • GROWING
COMPLEXITY
 MOBILE
PENETRATION CONTENT
EXPLOSION GAMIFICATION 9Tuesday, October 4, 2011
    • THE
SMARTPHONE

 #1
CULPRIT 10Tuesday, October 4, 2011
    • PENETRATION
EXPLOSION 11Tuesday, October 4, 2011
    • MOBILE
SOCIAL
EXPLOSION "The
State
of
the
U.S.
Mobile
Advertising
Industry
and
 What
Lies
Ahead."

shows
a
comparison
of
the
top
10
 categories
of
mobile
activity
in
March
2010
and
March
2011,
 and
the
BIGGEST
YEAR‐OVER‐YEAR
INCREASE
‐‐
both
in
 terms
of
actual
users
and
percentage
growth
‐‐
was
in
 mobile
social
networking. The
number
of
people
accessing
social
networks
via
mobile
 devices
in
the
U.S.
increased
from
just
over
40
million
in
 March
2010
to
around
60
MILLION
in
March
2011,
for
a
 percentage
increase
of
45.7%.
 12Tuesday, October 4, 2011
    • EVERY
SMARTPHONE
IS
A A
DIGITAL
CAMERA A
VIDEO
CAMERA A
MEGAPHONE A
BROADCAST
TOOL 13Tuesday, October 4, 2011
    • 90‐100
MILLION
CONTENT
CREATORS 14Tuesday, October 4, 2011
    • Content channels 15Tuesday, October 4, 2011
    • GROWING
COMPLEXITY
 MOBILE
PENETRATION CONTENT
EXPLOSION GAMIFICATION 16Tuesday, October 4, 2011
    • TRADITIONAL
CONTENT
CREATION
 HAS
BEEN
DISRUPTED. 17Tuesday, October 4, 2011
    • SOCIALLY
ACCESSIBLE.
SEMI
PROFESSIONAL. 18Tuesday, October 4, 2011
    • 19Tuesday, October 4, 2011
    • High production High volume Expensive Free Creators Extreme talent Lengthy process Moderate talent Rapid process Expert voice Automated Collective voice Curators vertical oriented high influence Small influence Tech Driven Consumers Remain the same 20Tuesday, October 4, 2011
    • SOCIAL
COMPLEXITY
 MOBILE
PENETRATION CONTENT
EXPLOSION GAMIFICATION 21Tuesday, October 4, 2011
    • “IN
THE
FUTURE,
 EVERYBODY
 WILL
BE
WORLD
 FAMOUS
FOR
15
 MINUTES.” 22Tuesday, October 4, 2011
    • SOCIAL//
GAMIFIED 23Tuesday, October 4, 2011
    • WITH
ITS
OWN
CURRENCY LIKE COMMENT RE-TWEET EMBED SHARE 24Tuesday, October 4, 2011
    • ...the
last
decade
“was
about
social
–
 putting
our
connections
online”,
and
we’re
 now
at
the
point
where
those
connections
 can
actually
drive
action.
Games
are
the
key. 25Tuesday, October 4, 2011
    • Making mundane things more exitingthrough self-created Games 26Tuesday, October 4, 2011
    • The ingredients are challenges + Goals/Feedback + Playspace 27Tuesday, October 4, 2011
    • GAMIFICATION
LEVERAGES
 EXISTING
SOCIAL
CONNECTIONS
 AND
PUSHES
USERS
TO
TAKE
A
 SPECIFIC
ACTION.

 WHEN
A
BRAND
DOES
THIS,
THAT
 SPECIFIC
ACTION
IS
TYPICALLY
 TIED
TO
PRODUCT
USAGE. 28Tuesday, October 4, 2011
    • perfect example - Nike Plus 29Tuesday, October 4, 2011
    • perfect example - Nike Plus 30Tuesday, October 4, 2011
    • NOW
THAT
WE
KNOW
WHAT
IS
 CONTRIBUTING
TO
THE
COMPLEXITY,
 LETS
BREAK
IT
DOWN
TO
A
BASE
LEVEL 31Tuesday, October 4, 2011
    • THE
DATA
OF
INFLUENCE

 WHAT
IS
THE
DATA THE
LONG
TAIL
OF
INFLUENCE COMPANIES
LEVERAGING
DATA 32Tuesday, October 4, 2011
    • Each voice in the system equates to the overall “noise” surrounding something on the web 33Tuesday, October 4, 2011
    • THE
SYSTEM
OF
DATA
DOES
 VARY... EACH
VOICE
HAS
DIFFERENT
 MEANING
AND
 CATEGORIZATION. 34Tuesday, October 4, 2011
    • LOUD
(INFLUENCE) SIMILAR
(AGGREGATED) CONNECTED
(CONVERSATION) EMERGING
(TRENDING) SENTIMENT
BASED
(REVIEWS/RATINGS) 35Tuesday, October 4, 2011
    • Every Voice = A level of Influence Because it is data and not just noise (analog) 36Tuesday, October 4, 2011
    • Influence is in abundance now. A commodity because everyone can contribute to the collective voice. 37Tuesday, October 4, 2011
    • the long tail of influence has emerged... 38Tuesday, October 4, 2011
    • The long tail has proven to be extremely powerful in driving collective influence. And has disrupted the Single voice of influence. 39Tuesday, October 4, 2011
    • Long tail example. Twitter trending topics. 40Tuesday, October 4, 2011
    • Long tail example. Tumblr - Mass social distribution through reblogging from big and small forces. 41Tuesday, October 4, 2011
    • THE
DATA
OF
INFLUENCE

 WHAT
IS
THE
DATA THE
LONG
TAIL
OF
INFLUENCE COMPANIES
LEVERAGING
DATA 42Tuesday, October 4, 2011
    • Companies are now finding ways to leverage the data of influence for brands to... buy leverage infiltrate or participate 43Tuesday, October 4, 2011
    • Delivering to the Influential Curators (loud voices) Share this 44Tuesday, October 4, 2011
    • Gamifying social behaviors to create brand influence 45Tuesday, October 4, 2011
    • Infiltrating existing Mass Influence Vumee 46Tuesday, October 4, 2011
    • Aggregating long tail influence 140 Proof 47Tuesday, October 4, 2011
    • Quantifying the investment into your social reach 48Tuesday, October 4, 2011
    • Engaging with long tail influence Local Response 49Tuesday, October 4, 2011
    • THE
FUTURE
OF
SOCIAL
 SOCIAL
CONTENT
TRAJECTORY FILTERED
BUBBLE SOCIAL
NETWORKING 50Tuesday, October 4, 2011
    • what is pushing social forward? 51Tuesday, October 4, 2011
    • Social content trajectory Directory Search Social Personalized Popular hits Seek, Share Filtered to Browse, Reblog Consume and and Find Retweet engage (Currency Gained here) 52Tuesday, October 4, 2011
    • the filtered bubble 53Tuesday, October 4, 2011
    • Are WE forming the future through our actions? 54Tuesday, October 4, 2011
    • Are WE forming the future through our actions? 55Tuesday, October 4, 2011
    • It’s being set by developers 56Tuesday, October 4, 2011
    • Developers’ goal Aggregated Content Filtered content Predictive content 57Tuesday, October 4, 2011
    • does sharing lose its relevance? if so, what happens?.. how do brands connect with consumers... What happens to curators... does the web become feed driven... 58Tuesday, October 4, 2011
    • What about Social Networking? how do we connect in the future... 59Tuesday, October 4, 2011
    • The future of social Networking 60Tuesday, October 4, 2011
    • Facebook is setting this up... 61Tuesday, October 4, 2011
    • If networking captures your digital life story, there is more incentive to: share more content. Browse backwards. Mine data for your evolution. Gain better targeting. 62Tuesday, October 4, 2011
    • BRAND’S
SOCIAL
EVOLUTION

 HUMANS
VS
BRANDS DISTRIBUTED
IDENTITY SOCIAL
NETWORKING 63Tuesday, October 4, 2011
    • brand evolution timeline Static, Dynamic, Rigid Flexible Real time Creation of Brand Manifesto Facebook/Twitter the brand story of the Brand Voice Develop a voice brand through its Brand Strategy Communicate and connect actions and words. 64Tuesday, October 4, 2011
    • Which is more interesting? Forward looking. Past looking. Unpredictable. Predefined. 65Tuesday, October 4, 2011
    • An inflection point will occur when... Power/Reach BRAND HUMAN Trust/Interest 66Tuesday, October 4, 2011
    • Is this a brand or person? 67Tuesday, October 4, 2011
    • Brands need to be more dynamic through constant character development. 68Tuesday, October 4, 2011
    • The filtered bubble again. How do brands break in? 69Tuesday, October 4, 2011
    • Distributed identity. 70Tuesday, October 4, 2011
    • Brands need to communicate with people socially in varying ways. The messages must be dynamic. 71Tuesday, October 4, 2011
    • In the future, Brands can only enter the filtered Bubble of influence by: •Using people to create content •Find ways to truly engage •Become Dynamic •Gamify the system •Test/Learn (Fail fast) 72Tuesday, October 4, 2011
    • How can you connect? 73Tuesday, October 4, 2011