from Traditional Media ... ... to Social Media
Institutional Mediation Distributed Mediation
• Editing Process • Self-editing
• Publishing Process • Updating, Sharing, Participating
• Time and Space Constraints • No Deadlines or Space Limitations
• Professionals with Degrees • Amateurs with Time
Broadcasting Engaging Communities
TV Social Networks
Print My Blog
Individual Consumption Social Consumption
m i l l i o n s w o rl d w i d e s h a re
bran d a n d p ro d u c t e x p e ri e n c e s
visitors annually 400 million registered users
200 million active users
100 million users /day
700 million photos /month
8 billion Tweets to date
Over 3 million Tweets/day
Over 70M total videos
684M visitors in 2009 Over 100M videos viewed per day
75,000 active contributors 112M views on most viewed video
2,6M articles in English
10M articles / 260 languages
Are you listening?
• Understand your customers and your community
• See how and where your brands are mentioned
• Pinpoint customer satisfaction issues
• Find out what really concerns consumers
• What and where is the false information?
• How are competing brands perceived?
• Reputation management
• Competitive Tracking
• Monitoring market trends
Is your message a result of listening?
A brand is the collective consumer
concept of a company
Establish outposts on social networks
Think of it this way. If you are a fisherman you would not
fish for the trophy catch in stagnated water.
You would need to go to where there is fresh water.
That's where the fish are.
•Determining the volume and sentiment
around a brand or topic in social media
•Driven by your strategic objectives
•It’s not just about the numbers
What are your strategic objectives?
Greater visibility in search results
Lower the cost of public relations
Reach an enthusiast community
Become preferred online source of information
Lower cost communication tool
Responsive to physician and consumer concerns
“In social - 1 rule of socialactively participate more than others… Social
90 - 9 groups, some people participation
participation tends to follow a 90-9-1 rule where:”
A single user may aﬀect or “infect” many others
Quality of mentions and relationships, not quantity
SOCIAL MEDIA ADOPTION MATRIX
Company Dimension Aware
Not engaged Engaged
Most images have been purchased from iStockPhoto
Illustrations are credited to Brian Solis and Jake McKee. Follow them on Twitter
@briansolis and @jakemckee
“Cartoons on the back of business cards” are drawn by Hugh MacLeod, @gapingvoid
Swami image: http://www.ﬂickr.com/photos/boskizzi/12103933/
Social media is in your marketing mix image: http://www.ﬂickr.com/photos/luc/
Talk to the hand http://www.ﬂickr.com/photos/99757245@N00/2652563248
70 years of Spam http://www.ﬂickr.com/photos/dok1/2607573904/
Markets are conversations image: http://www.ﬂickr.com/photos/
Jellybeans image: http://www.ﬂickr.com/photos/jspad/450848498/
Any omissions in attribution are unintentional and will be ﬁxed if and when they’re
Alex de Carvalho
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