INSIGHTS ANDOPPORTUNITIES IN SOCIAL MEDIA january 12, 2011
Questions from last class?
what i heard last class• best in class cases• optimize usage• wading through the clutter• privacy• applications available• b2b / b2c• roi• inﬂuencers• use across segments
value judgments on social media (“milkshake mistakes”)
The student of media soon comes to expectthe new media of any period whatever to beclassed as pseudo by those who acquired thepatterns of earlier media, whatever theyhappen to be.! - Marshall McLuhan !
shift fromconsumption to participation
convergence of life and media
impact of “publish”
AMATEUR! AMATEUR!AMATEUR! AMATEUR!
creating value and devaluation
the role of scale
impact ofparticipation oncommerce and culture (e.g. pickup pal)
why do people share (withoutcompensation)? (digital sharecropping)
what will be our next “gin?”
social is personal
“Ambient intimacy is being able to keep in touch with people with a level of regularity and intimacy that you wouldn’t usually have access to, because time and space conspire to make it impossible.”! Leisa Reichelt!
The most successfulbrand proﬁles areattributed to a person, nota product, service or logo.!
“Nike has discovered that once a user uploads ﬁve runs to its web site, they’ve gotten hooked on what their data tells them about themselves.”! – Wired Magazine!“Self-knowledge through numbers? Sounds absurd, but the newest tools open up our lives like never before.”! – Wired Magazine!
TweetPsych uses two algorithms tobuild a psychological proﬁle based onthe content of your last 100 tweets. !
wisdom of crowds The averaged results of a group of individuals’ inputs are better than the best independent expert.
We are increasinglyrelying on the crowd tohelp with our ownindividual thinking.!Ideablob gives people aforum to solicit andcontribute ideas.!
Bands, ﬁlmmakers,Obama, and otherentrepreneurs arelooking to the massesto ﬁnancially supportideas and initiatives.!Sites likeCrowdFundingfacilitate the collectivecooperation, attentionand trust of peoplewho pool their money,usually through onlinemicro-payments, forany variety ofpurposes.!
Kickstarter is “afunding platform forartists, designers,ﬁlmmakers, musicians,journalists, inventors”and more. !It is crowd-fundingfor the creative class,who may lack thebusiness acumennecessary for bringingtheir ideas to life.!
Google’s Gmail was in beta forﬁve years. In that time, theservice grew from invitation-onlyto more than 100 million users.Google kept it in beta to signalthat the company would bemaking “constant featurereﬁnement” to the service. !
August 25, 2009: Searsannounces Manage MyHome o!cial launch –after two full years inpublic beta. " This early-stage consumer testing of core features helped ensure that the destination site could “easily integrate into everyday life”, and“help homeowners get more done at home”. !
internet as application
expertise! DEMOCRACY! collecting! PUBLISHING!information! INSPIRATION! technology IDEA FIRST! ﬁrst!
social networks Content development! First seeds! Within-network sharing! Established communities! Media placement!
blogging/microblogging Heavy inﬂuencer activity! More organic and open than ‘networks’! But, linkable to / from networks! Quick easy access for rapid response! Search-engine compatable!
social socialbookmarking Content seeding and ampliﬁcation! Success metric! Tracking!
wikis Open collaboration and transparency with consumers! -" Creative! -" Innovation! -" Q&A!
production sharing Content development and sharing! “Uno"cial” content home! Contest / promo collaboration! Identifying inﬂuencers!
location based geography as activity loyalty/advocacy retail/events
entertainment Media placement! Branded content / entertainment / Product placement! Show sponsorships!