Richard Stacy's presentation at in-cosmetics Paris, 13/04/10

The Social Media Revolution
The Social Media Revolution Presentation at In-cosmetics Paris April 13, 2010

What the Social Media Revolution is all about AND How it’s going to change the world forever AND What you need to do about it In 40 Minutes

But seriously
A basic sense of what is going on
An idea of what you need to address
A look at some examples from the beauty and cosmetics sector

Social media is not

Nor is it ...

Social media is not Nor is it ...

or anything with a logo like this

“ Social media is not about blogging, or wikis, or RSS or any of that sort of stuff. It’s about how you use listening and coalescing the conversations that are going on to inform everything you are doing... “ ...It powers the fundamentals of the business – it changes everything”

There is no point in... A Strategy

In the same way as ... A Strategy

Understand the principles Separation Information Means of distribution

A brief history of information

Welcome to the post-Gutenberg World Mass information distribution costs nothing Everyone has the tools Content has been liberated

Answers to a problem which no longer exists

Marketing = the art of reduction Advertising man Web designer A 30 second, one-to-many mass message

The King of Marketing Brand Proposition XVI

The end of the brand proposition and a return to the world of storytelling More on this later ...

Old fashioned digital marketing

The world of social media

Incidentally ...
Never take advice on social media from:
advertising agency
media agency
digital agency

Incidentally ...
Never take advice on social media from:
advertising agency
media agency
digital agency
They only make walled gardens, they can’t sell flowers

What’s going on out there?

Not a world of information It’s a world of connection and action

The challenge: Get the connected crowd to support what you do, rather than replace what you do

Death by 10,000 niches

It’s about how you use listening and coalescing the conversations that are going on

What to listen to and coalesce We like what you do We don’t like what you do Who are you, what do you do Here’s how to make it better CONVERSATION CONTENT COMMUNITY

Conversation
Its the conversation ‘they’ want to have with you (or are already having about you)
In the places / spaces they want to have it

A real time, desktop, monitoring tool that is tuned to the specific conversations you need to know about

What next? Having something to talk about

Content How we used to do it

Content warehouse
Tells people what you are up to
Contains the answers to all the questions a customer might have
Brings your story to life

Content warehouse

Content hub: a digital launch pad

Community
It usually better to support communities consumers have already built
Think very carefully before you build your own
If you do – keep it small and focused
Never rent space in someone else’s community

The Great Digital Cosmetics Show A website is like an expensive trade show stand – with no-one there to talk to

First point of digital contact

Do you currently use Olay Facial Moisturiser to stop the 7 Signs of Aging? Its the weekend - any great plans?! For all you Olay fans, how often do you check your Facebook per day? 2/10

No score

Let them eat Twitter You

Separation Mass brand Mass audience

How to do social media We like what you do We don’t like what you do Who are you, what do you do Here’s how to make it better CONVERSATION CONTENT COMMUNITY

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Richard Stacy's presentation at in-cosmetics Paris, 13/04/10

by Richard Stacy on Apr 14, 2010

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Richard Stacy’s presentation at in-cosmetics Paris, 13/04/10 — Presentation Transcript