What is social media?
Antony Mayfield
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I. Definitions and examples
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Defining social media is hard
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What is social media?
www.icrossing.co.uk/ebooks
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What is social media?
Definition Format types: Characteristics:
Social media is the use of
• Blogs • Participation
electronic and Internet tools
for the purpose of sharing and • Wikis • Openness
discussing information and
• Podcasts • Conversation
experiences with other human
beings.The term most often • Forums • Community
refers to activities that
• Content • Connectedness
integrate technology, social communities
interaction, and the
construction of words, • Social networks
pictures, videos and audio. • Micro-blogging
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Engines of social media
hyperlinks
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Blogs
• Massively versatile
publishing platform
• Link-culture
• Comments
• Subscriptions
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Wikis
• Anyone with permssion
can edit the website.
• Great collaboration
tools.
• Wikipedia one of the
foremost websites in
the world.
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• Video and audio
Podcasts
• Internally can help
share meeting / training
content
• Use same RSS
distribution as blogs
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Forums
• Most mature of
social media formats
in UK
• On every topic
imaginable
• Easy to use...
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Content communities
• Sharing content is
focus of community
• Complex subcultures
emerge
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Social networks
• Closed networks
• Combine many social
tools
• Think of them as
networks rather than a
single community
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Micro-blogging
• Twitter
• Yammer
• Ambient intimacy
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Friendfeed
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Virtual worlds
• Second Life
• Lively
• Brands: LEGO
• Honourable
mention: World
of Warcraft
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Use of blogs
• Dell: blogs defining
strategy
• HBS: professors
• London Business
School: students
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“Customers really are
in control—and it's
Dell: not just about blogs
okay.”
• Developed a values-led approach.
Lionel Menchaca • Evolved blogs and community spaces
• Rapidly became part of the company’s
business strategy
Dell credited its blog with “Social media is the
helping it deal with the most important thing
communications crisis we do today in
around faulty batteries marketing”
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OU / Open Learn
• Trying out different
SNs
• OU Facebook apps
• Fan page
• Blogs
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Open source content
• MITSloan: Open
courseware
• Open University:
OpenLearn
• IP: What business are
business schools in?
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II Context and developing your
strategy
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Don’t be led by the technology
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Find and follow the people
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Context I: revolution
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Context 2: a network of
experiences
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Sophisticated, social behaviours
Image: Ross Mayfield Image: Forrester
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Google: reputation management
system
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Channel media Open networks
• Available content limited by space, • Superabundance of content created
bandwidth and distribution network by traditional media, brands and
individuals.
• Power and influence lies with
owners of distribution • Networks become marketplaces
infrastructure. where attention is competed for.
Search engines and social media
• Brands buy attention through are the arbiters of success.
advertising in channel media or
affecting editorial through PR.
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Attention markets
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Impact horizons
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What has really changed?
• Scale
• Speed
• Geography
• Longevity
• Interaction
• Attention is earned not
bought
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Rules of engagement
1.Understand your networks
2. Be useful to your networks
3. Be live in your networks
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• Ban assumptions
Understanding
• Cartography & anthropology
• What are the rules of the group
• How is status accorded
• How do they connect, relate,
transact with other groups
• Internal and external blurred
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Being useful
• What have I got, that people
might need?
• Can we add to the network?
• Can I make content in a more
useful way?
• Shareable, findable, portable,
useful things at the point of
need...
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• Things change too quickly not to
Being live
be present
• Listening is being social
• Understanding how to change
tack, make the most of
opportunities
• Listening to on- and off-site data
• Stories and numbers
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Making content useful
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Being useful
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What is Social Media?
translated into Chinese
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http://www.icrossing.co.uk/ebooks
38

Thank you
Antony Mayfield
antony.mayfield@icrossing.co.uk
connect.icrossing.co.uk
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