SOCIAL MEDIA
WHY SHOULD YOU CARE?
 June 2010!
September 2009


Tomi Tontti I Frantic
tomi.tontti@frantic.com I www.frantic...
A few of our clients:
Today we’ll be pondering…

•  What is social media?
•  Why social media matters?
•  What kind of consumer trends derive fr...
1   2   3   4



WHAT IS SOCIAL MEDIA?
                Photo by transCam:
                http://www.flickr.com/photos/tran...
What is social media?              1      2     3     4



SOCIAL MEDIA IS LIKE TEEN SEX?




                            ...
What is social media?              1      2     3     4



SOCIAL MEDIA IS LIKE TEEN SEX?
  FUNNY WHEN HEARD
 FOR THE FIRS...
What is social media?   1   2   3   4


According to Wikipedia…

•  ”Social media supports the human need for social
   in...
What is social media?   1   2   3   4


Instead of old model…
… where the brand is broadcasting to the consumers…


      ...
What is social media?   1   2   3   4


… the social media is like this…
1.  Shift from one dimensional passive consumers ...
What is social media?     1   2   3   4


… and like this.
1.  Shift from one dimensional passive consumers into
    multi...
What is social media?   1   2   3   4


In practice we’re talking about…
•  Social networking sites (Facebook, LinkedIn, N...
1   2   3   4


WHY SOCIAL MEDIA MATTERS?

                Photo by by birgerking:
                http://www.flickr.com/ph...
Why social media matters?             1     2     3        4




24 hours of video material updated to YouTube every minut...
Why social media matters?             1     2     3     4




9 250 000 articles available on Wikipedia (May 2010)




   ...
Why social media matters?            1      2     3      4




4 000 000 000 photos archived on Flickr (Dec 2009)




    ...
Why social media matters?              1     2      3     4




50 000 000 tweets per day on Twitter (Feb 2010)




      ...
Why social media matters?             1     2      3     4




200 000 000 users each day visiting Facebook (June 2010)


...
Why social media matters?             1     2      3     4




200 000 000 users each day visiting Facebook (June 2010)
10...
Why social media matters?            1      2     3    4




200 000 000 users each day visiting Facebook (June 2010)
100 ...
Why social media matters?   1   2   3   4




24 hours of video material updated to YouTube every minute (June 2010)
    B...
Why social media matters?   1   2   3   4




     INSTEAD, LET’S
24 hours of video material updated to YouTube every minu...
Why social media matters?     1   2   3   4



Networked way becomes natural way
•  As social media becomes customary way ...
Why social media matters?      1   2   3   4

From fragmented audiences
to fragmented communities
•  People will consider ...
Why social media matters?           1     2     3     4




" Got a good customer experience
" Got a bad customer experi...
Why social media matters?           1     2     3     4




" Got a good customer experience
" Got a bad customer experi...
Why social media matters?            1     2     3     4


Losing of control
•  Companies have already lost control
   ove...
Why social media matters?            1     2     3     4


Losing of control

•  Example 1:
   •  The largest cable operat...
Why social media matters?            1     2     3     4


Losing of control

•  Example 1:
   •  The largest cable operat...
Why social media matters?            1     2     3     4


Losing of control

•  Example 1:
   •  The largest cable operat...
Why social media matters?            1     2     3     4


Losing of control

•  Losing control don’t mean you
   couldn’t...
Why social media matters?   1   2   3   4


Key people are outside looking in

•  Customers are company’s best (or worst)
...
Why social media matters?   1   2   3   4


Sincerity & openness pay back

•  Authenticity and enthusiasm are appreciated....
Why social media matters?   1   2   3   4


Empower people – they’ll return the favor

•  Ask not how you can make benefit ...
1   2   3   4


WHAT TO DO?

                Photo by djking:
                http://www.flickr.com/photos/djking/324479547...
What to do?            1     2     3        4




Photo by Jeff Sandquist:
http://www.flickr.com/photos/jeffsand/1133352230/
What to do?             1      2     3     4




Photo by Isaac Leedom:
http://www.flickr.com/photos/risus_in_silva/1424133...
What to do?             1     2     3     4




Photo by Jacob Bøtter:
http://www.flickr.com/photos/jakecaptive/49915119/
What to do?            1     2    3     4




•  Bring your customer service into social media
   •  Track customers in pr...
What to do?   1   2    3   4




•  Support your employees - arrange social media training,
   resources and create an exp...
1   2   3   4


HOW TO BOWL A STRIKE?


                    Photo by djking:
                    http://www.flickr.com/phot...
How to do it in Social Media?            1     2     3     4




              Photo by willposh:
              http://www...
How to do it in Social Media?           1     2     3     4




            Photo by Akuppa:
            http://www.flickr....
How to do it in Social Media?           1     2     3     4




People are more loyal and more merciful to
other people th...
How to do it in Social Media?           1     2     3     4




            Photo by Oh mon héros [Aka Suleiman Poher]:
  ...
How to do it in Social Media?          1      2     3     4




                Photo by redjar:
                http://ww...
How to do it in Social Media?           1      2     3        4


+ BE PREPARED FOR THE UNEXPECTED
Social web is powered b...
How to do it in Social Media?   1   2   3   4
Tomi Tontti I Frantic
tomi.tontti@frantic.com I www.frantic.com
Sources & stuff about the matter…
What's Next (2009) UBA 60 Edition   Social Media: It’s Not What You…

by Paul Isakson    ...
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Social Media - Why Should You Care?

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Updated version (June 2010).

General presentation about social media, answering to e.g. following questions:
- What is social media?
- Why social media matters?
- What kind of consumer trends derive from social media?
- How should companies react?
- What are the threats and possibilities of social media?
- How to succeed in social media?

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Social Media - Why Should You Care?

  1. 1. SOCIAL MEDIA WHY SHOULD YOU CARE? June 2010! September 2009 Tomi Tontti I Frantic tomi.tontti@frantic.com I www.frantic.com Photo by Matt Hamm: http://www.flickr.com/photos/matthamm/2945559128/
  2. 2. A few of our clients:
  3. 3. Today we’ll be pondering… •  What is social media? •  Why social media matters? •  What kind of consumer trends derive from social media? •  How should companies react? •  What are the threats and possibilities of social media? •  How to succeed in social media? Page
  4. 4. 1 2 3 4 WHAT IS SOCIAL MEDIA? Photo by transCam: http://www.flickr.com/photos/transkamp/54371294/
  5. 5. What is social media? 1 2 3 4 SOCIAL MEDIA IS LIKE TEEN SEX? Photo by Zellaby: http://www.flickr.com/photos/toymaster/1440286370/sizes/o/
  6. 6. What is social media? 1 2 3 4 SOCIAL MEDIA IS LIKE TEEN SEX? FUNNY WHEN HEARD FOR THE FIRST TIME, BUT SHALLOW AS A KIDDIEPOOL. FORGET THAT. Photo by Zellaby: http://www.flickr.com/photos/toymaster/1440286370/sizes/o/
  7. 7. What is social media? 1 2 3 4 According to Wikipedia… •  ”Social media supports the human need for social interaction with technology, transforming broadcast media monologues (one to many) into social media dialogues (many to many)...” •  … ” It supports the democratization of knowledge and information, transforming people from content consumers into content producers.” Note, that companies shouldn’t see social media as just dialogues between customers, but as dialogues between the brand and persons. Page
  8. 8. What is social media? 1 2 3 4 Instead of old model… … where the brand is broadcasting to the consumers… THE BRAND CONSUMER CONSUMER CONSUMER CONSUMER CONSUMER CONSUMER CONSUMER CONSUMER CONSUMER Page
  9. 9. What is social media? 1 2 3 4 … the social media is like this… 1.  Shift from one dimensional passive consumers into multidimensional active persons. USER MEMBER of community PRODUCER PERSON CONSUMER CUSTOMER Page
  10. 10. What is social media? 1 2 3 4 … and like this. 1.  Shift from one dimensional passive consumers into multidimensional active persons. 2.  Shift from broadcast media monologues into social media dialogues PERSON PERSON PERSON THE BRAND PERSON PERSON PERSON PERSON PERSON Page PERSON
  11. 11. What is social media? 1 2 3 4 In practice we’re talking about… •  Social networking sites (Facebook, LinkedIn, Ning, Bebo…) •  Blogs (WordPress, Blogger, TypePad, LiveJournal, Vuodatus…) •  Microblogging (Twitter, Tumblr, Brightkite, Qaiku, Facebook statuses…) •  Social bookmarking (Delicious, Digg…) •  Media sharing & streaming (Flickr, YouTube, Vimeo, Qik, Livestream…) •  Wikis, Review sites, Virtual worlds, Online gaming, Podcasts, Event sites etc. etc. + a endless amount of mashups & other stuff Page
  12. 12. 1 2 3 4 WHY SOCIAL MEDIA MATTERS? Photo by by birgerking: http://www.flickr.com/photos/birgerking/3145391821/
  13. 13. Why social media matters? 1 2 3 4 24 hours of video material updated to YouTube every minute (June 2010) Photo by by Auntie P: http://www.flickr.com/photos/auntiep/3708440426/
  14. 14. Why social media matters? 1 2 3 4 9 250 000 articles available on Wikipedia (May 2010) Photo by quartermane: http://www.flickr.com/photos/mikeeperez/2453225588/
  15. 15. Why social media matters? 1 2 3 4 4 000 000 000 photos archived on Flickr (Dec 2009) Photo by m!les: http://www.flickr.com/photos/awayken/90943453/
  16. 16. Why social media matters? 1 2 3 4 50 000 000 tweets per day on Twitter (Feb 2010) Photo by carrotcreative: http://www.flickr.com/photos/carrotcreative/2511539541/
  17. 17. Why social media matters? 1 2 3 4 200 000 000 users each day visiting Facebook (June 2010) Photo by tacoekkel: http://www.flickr.com/photos/tacoekkel/3822261953/
  18. 18. Why social media matters? 1 2 3 4 200 000 000 users each day visiting Facebook (June 2010) 100 000 000 users access Facebook through mobile devices (June 2010) Photo by jeffwilcox: http://www.flickr.com/photos/jeffwilcox/2658210968/
  19. 19. Why social media matters? 1 2 3 4 200 000 000 users each day visiting Facebook (June 2010) 100 000 000 users access Facebook through mobile devices (June 2010) 25 000 000 000 pieces of content shared monthly on Facebook (June 2010) Photo by smileham: http://www.flickr.com/photos/smileham/3387867021/
  20. 20. Why social media matters? 1 2 3 4 24 hours of video material updated to YouTube every minute (June 2010) BUT ALL THESE 9 250 000 articles available on Wikipedia (May 2010) 4 000 000 000 photos archived on Flickr (Dec 2009) NUMBERS ARE 50 000 000 tweets per day on Twitter (Feb 2010) IRRELEVANT. 200 000 000 users each day visiting Facebook (June 2010) 100 000 000 users access Facebook through mobile devices (June 2010) 25 000 000 000 pieces of content shared monthly on Facebook (June 2010) FORGET THEM.
  21. 21. Why social media matters? 1 2 3 4 INSTEAD, LET’S 24 hours of video material updated to YouTube every minute (June 2010) 9 250 000 articles available on Wikipedia (May 2010) 4 000 000 000 photos OF THE THINK archived on Flickr (Dec 2009) 50 000 000 tweets per day on Twitter (Feb 2010) MEANING 200 000 000 users each day visiting Facebook (June 2010) 100 000 000 users access Facebook through mobile devices (June 2010) OF THIS ALL. 25 000 000 000 pieces of content shared monthly on Facebook (June 2010)
  22. 22. Why social media matters? 1 2 3 4 Networked way becomes natural way •  As social media becomes customary way of communicating and participating, it will inevitably reshape the way we see the world. PERSON PERSON PERSON THE BRAND PERSON PERSON PERSON PERSON PERSON Page PERSON
  23. 23. Why social media matters? 1 2 3 4 From fragmented audiences to fragmented communities •  People will consider themselves as part of communities, rather than part of audiences. •  People don’t want to be treated like audiences anymore •  Passive media consumption will exist USER (it may be popular even), but people want to make the choice of their activity level themselves MEMBER of community PRODUCER •  What are communities organized around? PERSON I.  Shared values II.  Shared interests CONSUMER CUSTOMER III.  Shared beliefs Page
  24. 24. Why social media matters? 1 2 3 4 " Got a good customer experience " Got a bad customer experience Photo by RightIndex: http://www.flickr.com/photos/leomei/2651904068/
  25. 25. Why social media matters? 1 2 3 4 " Got a good customer experience " Got a bad customer experience Photo by RightIndex: http://www.flickr.com/photos/leomei/2651904068/
  26. 26. Why social media matters? 1 2 3 4 Losing of control •  Companies have already lost control over their brands and communications around them – or at least they will! •  You’re on mercy of your customers, so take good care of them. Photo by Just kronis!: http://www.flickr.com/photos/kronis/3465297614/
  27. 27. Why social media matters? 1 2 3 4 Losing of control •  Example 1: •  The largest cable operator in the United States, providing cable television, broadband Internet, and telephone service to both residential and commercial customers – Wikipedia Photo by Just kronis!: http://www.flickr.com/photos/kronis/3465297614/
  28. 28. Why social media matters? 1 2 3 4 Losing of control •  Example 1: •  The largest cable operator in the United States, providing cable television, broadband Internet, and telephone service to both residential and commercial customers – Wikipedia I wonder what’s that all about? Photo by Just kronis!: http://www.flickr.com/photos/kronis/3465297614/
  29. 29. Why social media matters? 1 2 3 4 Losing of control •  Example 1: •  The largest cable operator in the United States, providing cable television, broadband Internet, and telephone service to both residential and commercial customers – Wikipedia Photo by Just kronis!: http://www.flickr.com/photos/kronis/3465297614/
  30. 30. Why social media matters? 1 2 3 4 Losing of control •  Losing control don’t mean you couldn’t affect it at all. •  It’s better to be in Social Media before you have crisis Photo by Just kronis!: http://www.flickr.com/photos/kronis/3465297614/
  31. 31. Why social media matters? 1 2 3 4 Key people are outside looking in •  Customers are company’s best (or worst) spokesmen •  Shift from management to ”fanagement” •  All efforts should be addressed to empowering clients instead of brand controlling •  Make people your marketers and co- producers Page
  32. 32. Why social media matters? 1 2 3 4 Sincerity & openness pay back •  Authenticity and enthusiasm are appreciated. •  Honest 2-way communications will be expected even from companies •  You can’t afford getting a reputation of being a phoney. •  Nothing to fear in being open •  Brands and people aren’t separate anymore Page
  33. 33. Why social media matters? 1 2 3 4 Empower people – they’ll return the favor •  Ask not how you can make benefit for your company – ask how you can make benefit for your customers •  Future of marketing will be about doing things with and for people = COLLABORATIVE •  Facilitation will lead to engagement ” The best way to get people to do stuff with you, is to first join them in what they are doing!” – Paul Isakson Page
  34. 34. 1 2 3 4 WHAT TO DO? Photo by djking: http://www.flickr.com/photos/djking/3244795479/
  35. 35. What to do? 1 2 3 4 Photo by Jeff Sandquist: http://www.flickr.com/photos/jeffsand/1133352230/
  36. 36. What to do? 1 2 3 4 Photo by Isaac Leedom: http://www.flickr.com/photos/risus_in_silva/1424133440/
  37. 37. What to do? 1 2 3 4 Photo by Jacob Bøtter: http://www.flickr.com/photos/jakecaptive/49915119/
  38. 38. What to do? 1 2 3 4 •  Bring your customer service into social media •  Track customers in problems and offer help •  Create a forum where customers can help each others •  DON’T leave them all by themselves though! Photo by lamont_cranston: http://www.flickr.com/photos/theshadowknows/2995004692/
  39. 39. What to do? 1 2 3 4 •  Support your employees - arrange social media training, resources and create an explicit & simple social media policy •  Communicate your expectations, teach best practices and inform how social activity contributes to organizational goals Page
  40. 40. 1 2 3 4 HOW TO BOWL A STRIKE? Photo by djking: http://www.flickr.com/photos/djking/3244795479/
  41. 41. How to do it in Social Media? 1 2 3 4 Photo by willposh: http://www.flickr.com/photos/willposh/459447453/
  42. 42. How to do it in Social Media? 1 2 3 4 Photo by Akuppa: http://www.flickr.com/photos/90664717@N00/28225950/
  43. 43. How to do it in Social Media? 1 2 3 4 People are more loyal and more merciful to other people than they are to faceless organizations. Photo by amanky: http://www.flickr.com/photos/amanky/21541029/
  44. 44. How to do it in Social Media? 1 2 3 4 Photo by Oh mon héros [Aka Suleiman Poher]: http://www.flickr.com/photos/86778817@N00/94049570/
  45. 45. How to do it in Social Media? 1 2 3 4 Photo by redjar: http://www.flickr.com/photos/redjar/136165399/
  46. 46. How to do it in Social Media? 1 2 3 4 + BE PREPARED FOR THE UNEXPECTED Social web is powered by people. Other people. People that are messy, clever, funny and rude. Clueless people and genious people. Hence, be ready for unpredictable scenarios. Photo by jcoterhals: http://www.flickr.com/photos/oter/2767051035/
  47. 47. How to do it in Social Media? 1 2 3 4
  48. 48. Tomi Tontti I Frantic tomi.tontti@frantic.com I www.frantic.com
  49. 49. Sources & stuff about the matter… What's Next (2009) UBA 60 Edition Social Media: It’s Not What You… by Paul Isakson by Paul Isakson Social Business By Design The Future of Advertising. WTF? by David Armano by David Armano What The Fuck Is Social Media Marketing & Social Media by Kıvanç Önder by Richard Giles
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