Social Media 101: Social Media 101: Discover the power of your voice


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From behavioral trends to the technology tools and the brands and people who are using social media, we invite you to become an active practitioner in this session.

  • @Stefan/Futurelab sure will. I am always finding your thought leadership in line with our direct and conversation principles. Looking forward to collaborating on one of these in the future.
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  • Hi Joanna, very nice presentation. Also happy to see that some of our slides have found good re-use - we're big fans of the creative commons.
    Perhaps you'd also like to point viewers to more of our presentations we have made availabel at
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  • In contrast to what some of you might think. This is NOT a speech about just about social media. While there will be a bit of that, In fact, it is much more ambitious.
  • In contrast to what some of you might think. This is NOT a speech about just about social media. While there will be a bit of that, In fact, it is much more ambitious.
  • Its not what u thought
  • This is not a speech! And TV is not dead. Yet rather than advise all sorts of hype activities I wanted to dig deeper and look for the opportunities which are currently untapped.
  • We have changed – we have taken control
  • When you look at the marketing truisms we all believe, they are being challenged by the reality many in the industry chose to ignore. For example: In the US there was great excitement that the people who bought PVRs, actually watched 12% more television that those who didn’t. This was seen as great news for television as a medium. Unfortunately a study by the big six TV networks showed that 90% of these consumers adskip (a similar study in germany put this number a little lower: at 88.2%) In Europe, more than three quarters of germans are irritated by advertising, in which only 24% still watch it . Over half of the US consumers start avoiding products & services which overwhelm with advertising And to prove that this is a universal phenemenon, according to McKinsey 85% of Chinese stop watching TV during commercial breaks. So the experts are coming to the conclusion that the traditional marketing model is being challenged and CMO’s can see the day where it will no longer work. This is also confirmed by Jim STengel, the global marketing officer at P&G who goes on the record to say that “we’re applying antiquated thinking and work systems to a world of possibilities”. Sources B78% of germans ( ( GfK Marktforschung 25/05/2004) 54% of US consumers (Yankelovich Partners, June 2005) 85% of chines (McKinsey, 2006) Traditional model is broken: McKinsey Quarterly, 2005, Number 2
  • And if that weren’t enough, it turned out what Ben Franklin and the founding fathers were right after all. “ When the people find that they can vote themselves money, that will herald the end of the republic.” Suddently we could blog, podcast, write, produce vide0s, etc.
  • In which some of the work we did started rivalling with traditional media programmes, even though no traditional media executive would have given this work the light of day Every Citizen is a Reporter
  • Yet then the power shifted. First we obtained the tools to take control of the one way, cnetrally directed information stream that was being pushed our way. From now on we could go straight to what we wanted, when we wanted it and how we wanted it. Suddently we could
  • What is driving this phenomena?
  • Because there is still one trusted medium left in the world … and that medium … is ME
  • They share stories, and evangelize your story
  • what you say
  • What I say
  • Telephone & Mail facilitated Tupperware Parties We have always shared what we are passionate about
  • social software platforms
  • This information used to be limited to your immediate location – of from whoever was near and could hear you.
  • Technology breaks down the boundaries. Today technology facilitates global connections
  • Brands: its not for everyone Who are the best suited for SM and what are the pit falls. A re you ready to change Clients and we have to let go
  • Strategy is if we put all the pieces out their we are facilitating the people who love our product to take it and make it their own.
  • Show me the money
  • The Red Hat Ladies is an organization of women who meet for tea wearing red hats and purple dresses.
  • Grandma on the friend feed -
  • It’s not just for kids
  • The red hat ladies have spread around the world, showing up in local cultures and places you never would have expected.
  • What I say digitally matters.
  • Social Media 101: Social Media 101: Discover the power of your voice

    1. 1. Social Media:101 Discover the power of your voice Thursday, July 30, 2009
    2. 2. Goal 1: Move past the hype! Goal 2: Inspire you to try something new Goal 3: Motivate you to participate
    3. 3. <ul><li>Lets not talk about social media. </li></ul><ul><li>Be a practitioner. </li></ul>jojobickley
    4. 4. What Is Social Media? <ul><li>Social media is content, recommendations, ratings and public statements created by people using highly accessible and scalable publishing technologies. </li></ul>
    5. 5. This 101 Focuses On What Makes Media Social People: Media shifts, content and behavioral Technology: The vast universe of tools Your Brand, Your Story, Your Voice, Our Agency Brands: The people and brands willing to make a change
    6. 6. Part 1: People: Media shifts, content and behavioral
    7. 7. Our clients’ marketing model is being challenged, and CMOs can foresee a day when it will no longer work. McKinsey Quarterly, 2005, Number 2 Source: Alain Thys:
    8. 8. People are free and are demanding their voices be heard. Consumers are demanding that agencies and their clients listen, learn and change.
    9. 9. <ul><li>Big Six study (US): People with DVRs watch 12% more TV, yet 90% of them ad-skip </li></ul><ul><li>78.2% of Germans are irritated by advertising, only 24% actually watch it ( GfK Marktforschung) </li></ul><ul><li>54% of US consumers avoid products and services that “overwhelm” with advertising (Yankelovich Partners) </li></ul><ul><li>85% of Chinese stop watching TV during commercial breaks. More than half change the channel, while the rest do housework, eat, chat or use the bathroom (McKinsey & Co.) </li></ul><ul><li>“ In 1965, 80% of 18-49 year-olds in the US could be reached with three 60-second TV spots. In 2002, it required 117 prime-time commercials to do the same.” (Jim Stengel, Global Marketing Officer, P&G) </li></ul><ul><li>A US hour of prime time TV carried 21 minutes of advertising; late night network shows like Leno or Letterman carry 31:27 ( TNS Media Intelligence, Q1 2006 ) </li></ul>BRANDS CONSUMERS RESPONSE Source: Alain Thys:
    10. 10. 200,000,000 blogs 1.5 million residents “ When the people find that they can vote themselves money, that will herald the end of the republic.” >100,000,000 videos (65,000/day) 14,463,346 auctions Almost 4,000,000 articles (10 languages) reaches over 91 million U.S. people monthly
    11. 11. Semi-amateurs start to “play for real” NEWS MEDIA Users in millions BBC Newsline Ticker 19,550 CNN 18,600 New York Times 8,740 Drudge Report 4,210 Washington Post 3,755 Reuters Online 3,680 Guardian Unlimited 2,985 Al Jazeera 2,925 Wall Street Journal 1,995 Le Monde 990 The Huffington Post 959 The Economist 740 Daily Kos (State of the Nation) 722 Crooks and Liars (John Amato) 525 CC Chapman Boston-based blogger with 56,750/million p ieces of content Blogs vs. Mainstream News Media : Early days showing traffic growth A digital democracy has opened up the air waves to anyone with a message. Source: Alain Thys:
    12. 12. The power shifted – We demand control ® Any Time - Any Place - Any Way Source: Alain Thys:
    13. 13. of consumers don’t believe that companies tell the truth in advertisements” “ 76% — Yankelowich Source: Alain Thys:
    15. 15. Our need to connect fuels our world
    16. 16. Our connections form tribes
    17. 17. Major interests: music, sports, film, photography, literature, fashion, games, business, news, ect. Tribes come in many forms and form around many interests 774 million People Use Social Media Source: Jan. 2008 Strategy Analytics, Inc.
    18. 18. Some people are passionate about their interests
    19. 19. Slide | 07/31/09 passionate people can influence many
    20. 20. Social Media is You
    21. 21. We are social media
    22. 22. Me dia
    23. 23. First Continental Congress Being social and tribal is hardly a new behavior
    24. 24. Telephone and Mail facilitated Tupperware Parties We have always shared our passions
    25. 25. Creating for Nationwide Insurance We have evolved with technology
    26. 26. Part 2: Technology: The vast universe of tools that connect us
    27. 27. (cc) Lynette Webb, 2006 Source: Alain Thys:
    28. 28. “ Social software is amplifying our messages, creations, passions and buying habits.”
    29. 29. Social s software has a few categories
    30. 30. Most Popular US Social Software Platforms <ul><li>MySpace </li></ul>Twitter Share your status Delicious Bookmark sharing Flickr Photo sharing Software Reach: Mass Media is a social networking site with user profiles, blogs, groups, photos, music Facebook is a free-access social networking website YouTube is a video-sharing website on which users can upload and share videos
    31. 31. Using social software, we network for information, entertainment and freedom
    32. 32. What makes a digital (network) tribe ? <ul><ul><li>Young Teens – 12-17 </li></ul></ul><ul><ul><li>Youth – 18-21 </li></ul></ul><ul><ul><li>Generation Y – 22-26 </li></ul></ul><ul><ul><li>Generation X – 27-40 </li></ul></ul><ul><ul><li>Young Boomers – 41-50 </li></ul></ul><ul><ul><li>Older Boomers – 51-61 </li></ul></ul><ul><ul><li>Seniors – 62+ </li></ul></ul>Demographics Psychographic profile
    33. 33. How are we using social software?
    34. 34. Slide | 07/31/09 It’s not viral until the audience says so
    35. 35. Your tribe used to be isolated in one location
    36. 36. NYC Tweet up using Loopt We are using GPS to network
    37. 37. technology facilitates global connections
    38. 38. Part 3: Brands: The people and brands willing to make a change.
    39. 39. Is Social Media The Right Answer For All Companies?
    40. 40. Social Media requires a CHANGE in the way we do business
    41. 41. Companies That Have Changed
    42. 42. Slide | Wednesday, July 1, 2009 Nokia: One of the most transparent marketers in the world
    43. 43. Ford: Puts the product in the hands of social media practitioners
    44. 44. <ul><li>Jeep Listens and Features Brand evangelists. </li></ul>Jeep Share The Experience <ul><li>Has added a “Share with Jeep” Function to the top navigation bar </li></ul><ul><li>The “Share” home page facilitates Jeep (brand)-oriented ways to serve up information </li></ul><ul><li>Offers links to user-generated “communities” </li></ul><ul><li>Rewards content creators by featuring their content on the Jeep site. </li></ul>
    45. 45. <ul><li>Launched the new branding by listening and giving consumers a place to share their refreshing moments and ideas. </li></ul>Slide | Wednesday, July 1, 2009 Pepsi Refresh Everything
    46. 46. Pepsi Social Gaming Rock Band <ul><li>Partnered with MTV, Pepsi uses people’s desire for notoriety for their mad Rock Band skills to inspire people to create content for the brand. </li></ul>Slide | Wednesday, July 1, 2009
    47. 47. Slide | 07/31/09 Red Hat Society: they share stories and passions
    48. 48. they use the Web to recruit and stay connected 1.5 million members 50+ women are using: YouTube + Email + Flickr to organize a global movement
    49. 49. 4,330,000 images on the Web 853,000 videos on the Web
    50. 50. Social software helps them connect with other women across the globe.
    51. 51. Iranian Elections Link to more:
    52. 52. Michael Jackson Link to more:
    53. 53. Part 4: Your Brand, Your Story, Your Voice and Our Agency
    54. 54. Me dia: What does it mean for agencies?
    55. 55. Me dia: What does it mean for agencies? Create * Inspire * Facilitate Conversations
    56. 56. NYC Blog: iWunder | Sharing Our Thoughts and Work
    57. 57. Me dia: What’s Your Personal Brand?
    58. 59. Me dia
    59. 60. Come on and practice with me @
    60. 61. Practitioners worth following <ul><li>Peter Kim: </li></ul><ul><li>David Armano: </li></ul><ul><li>Scott Monty: </li></ul><ul><li>Jeremiah Owyang: </li></ul><ul><li>CC Chapman: </li></ul><ul><li>David Airey: </li></ul><ul><li>David Berkowitz: </li></ul><ul><li>David Sable: </li></ul><ul><li>Alain Thys: </li></ul><ul><li>Margie Chiu: </li></ul><ul><li>Joanna Peña-Bickley: </li></ul>
    61. 62. Glossary of Terms