The Social ImperativeThe Social Media MasterClass 2011
Copyright 2011 All Rights Reserved
Strat backwards
Social Media.                  Now & Then.Most stats from Arthur Goldstuck’s World Wide Worx Research. Precious few are ma...
Relax. It’s actually really easy.                               Copyright 2011 All Rights Reserved
Copyright 2011 All Rights Reserved
Let’s get serious though. :)     Order of business #1:Forget the phrase “social media”                                    ...
Order of business #2:Understand why it’s growing so           quickly.                            Copyright 2011 All Right...
Copyright 2011 All Rights Reserved
Order of business #3:             Look what happened to the dog.Full credit to Gary Vaynerchuk for the great metaphor!   C...
Order of business #2:Look what happened to the dog.                           Copyright 2011 All Rights Reserved
There are also some values andprincipals we need to understand…                             Copyright 2011 All Rights Rese...
Motivations for a person to       communicate with a brand…• Product Involvement (the experience is so novel  that is must...
Let’s get crazy for a second…  How far might this go?                                Copyright 2011 All Rights Reserved
The year is…   2020
9 years, btw…Is enough time to create another      Facebook and a half!                              Copyright 2011 All Ri...
In 2020… The concept of friendshas been altered forever.                            Copyright 2011 All Rights Reserved
50 % of your employees are no    longer at your office.                          Copyright 2011 All Rights Reserved
In 2020…School Exams… now with    Internet Access!                         Copyright 2011 All Rights Reserved
In 2020…Traditional advertising is dead. Peerreferral is how we buy our products                now.                      ...
In 2020…50 % of your employees are no    longer at your office.                            Copyright 2011 All Rights Reser...
In 2020…   Humanity entersIntellectual Rehab                     Copyright 2011 All Rights Reserved
In 2020…Companies enterMoral Rehab                  Copyright 2011 All Rights Reserved
In 2020…We see the rise of the serial      entrepreneur.                                Copyright 2011 All Rights Reserved
In 2020…  Long tail leaders.Long tail government.                        Copyright 2011 All Rights Reserved
FutureWorld. Social Media. Now and Then.
FutureWorld. Social Media. Now and Then.
FutureWorld. Social Media. Now and Then.
FutureWorld. Social Media. Now and Then.
FutureWorld. Social Media. Now and Then.
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FutureWorld. Social Media. Now and Then.

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Part of the FutureWorld Social Media MasterClass. Introduction to social culture and where it all might go by 2020.

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  • WHO AM I?
  • WHO AM I?
  • The FutureWorld Story. Strategy backwards. Instead of designing for today. Push yourself as far into the future as possible. It’s scenario planning on steroids. Think through what might happen.
  • I’d like to show you how the world has changed…
  • Social Media in 6 sentences.
  • The WEB has become social. Interactive / collaborative, fun.
  • The WEB has become social. Interactive / collaborative, fun.
  • SM being like a Skinner BoxRewards desired behaviour with positive stimulus, negative with negative.Intermittent reward makes it even more powerfulPush the lever – postivie response = pellet. Negative response = shock.Share content – positive response is likes, comments, shares, people love you, you love themNegative reponse, nothing happens, or everything happens and you have mob mentalityAnd so the circle goes. So it’s addictive and it’s growing at a speed never seen before.$0 to $75 billion in 6 years?
  • 1950’s pet dog was an outside animalOver last 50 years, RUFUS has moved INSIDE, then to the BEDROOM, then into the BEDHe’s become humanized
  • He evenwears similar BRANDS to you!This humanisation we see in the pet dog. Is EXACTLY what’s happening to brands.Your customers are in your bed. The trick is what to do about it!
  • http://blogs.hbr.org/cs/2011/06/secrets_of_social_media_reveal.html
  • The WEB has become social. Interactive / collaborative, fun. Social media is all about using game mechanics to encourage our participation.Corey Doctorw
  • We either cocoon – reverting back to family units and close circlesOR we live in a world where everyone is a click away. We’re more alone than ever, or more connected than ever.
  • We either cocoon – reverting back to family units and close circlesOR we live in a world where everyone is a click away. We’re more alone than ever, or more connected than ever.
  • Oh, and we won’t need business cards or phone numbers either…
  • Because it’s not really about what you know – just how good you are at finding it!University of Tokyo – hacking degree! Then spend 7 yrs in the army to pay it back
  • Shops sense our presence, load up our social graph and display peer recommendations next to algorhithmcally selected offersThere’s no point in pushing marketing out anymore because there’s just too much. We’ve autofiltered out your spam!
  • Call it crime, call it the move away from urban centres or increasing travel costs due to skyrocketing oil prices. Collaboration, social interaction is now so easy, you can do it from anywhere. Oh, and everyone’s watching. It’s the big performance scorecard in the sky!
  • We are fuelled by short attention span, shallow content. Cats playing pianos. This is the content that get liked and voted to the top.The art of debate is lost. We go offline for our intellectual stimulation.Balanced with this is the power to create like – rise of mass amateurs
  • No-one really wins, because companies can’t please shareholders with the lower profit margins caused by absolute transparency and the excessive demands of “empowered” customers.But customers have the loudest voice of all – nothing gets through.BUSINESS MODELS EVERYWHERE HAVE TO BE RE-INVENTED
  • Everyone’s an entrepreneurWe’re so digitally empowered that we don’t need the safety net of a corporate salary. Not “low” barrier to entry. NO barrier to entry.Everyone is famous for 15 min
  • Society is fragmented, meaning that every cause has a leader. After all, according to Seth Godin back in 2008, it only takes 1000 people to change the worldWe have many 1000 people groups.Oh and GOVERNMENT. Hyper democracy – everyone gets a say. New laws? Published to social networks, we share, discuss and if we want it to progress. We click LIKE.
  • World as we know it is going to change. Radically.Today is about preparing. Understanding that change, so we can make moves today.How will YOUR BUSINESS REACT?
  • FutureWorld. Social Media. Now and Then.

    1. 1. The Social ImperativeThe Social Media MasterClass 2011
    2. 2. Copyright 2011 All Rights Reserved
    3. 3. Strat backwards
    4. 4. Social Media. Now & Then.Most stats from Arthur Goldstuck’s World Wide Worx Research. Precious few are made up.
    5. 5. Relax. It’s actually really easy. Copyright 2011 All Rights Reserved
    6. 6. Copyright 2011 All Rights Reserved
    7. 7. Let’s get serious though. :) Order of business #1:Forget the phrase “social media” Copyright 2011 All Rights Reserved
    8. 8. Order of business #2:Understand why it’s growing so quickly. Copyright 2011 All Rights Reserved
    9. 9. Copyright 2011 All Rights Reserved
    10. 10. Order of business #3: Look what happened to the dog.Full credit to Gary Vaynerchuk for the great metaphor! Copyright 2011 All Rights Reserved
    11. 11. Order of business #2:Look what happened to the dog. Copyright 2011 All Rights Reserved
    12. 12. There are also some values andprincipals we need to understand… Copyright 2011 All Rights Reserved
    13. 13. Motivations for a person to communicate with a brand…• Product Involvement (the experience is so novel that is must be shared)• Self Involvement (sharing knowledge is a way to gain attention and show connoisseurship)• Other Involvement (reach out and help, express friendship and caring)• Message Involvement (message is so humorous or informative that it must be shared) Brought to you by the Harvard Business Review, 1966 Copyright 2011 All Rights Reserved
    14. 14. Let’s get crazy for a second… How far might this go? Copyright 2011 All Rights Reserved
    15. 15. The year is… 2020
    16. 16. 9 years, btw…Is enough time to create another Facebook and a half! Copyright 2011 All Rights Reserved
    17. 17. In 2020… The concept of friendshas been altered forever. Copyright 2011 All Rights Reserved
    18. 18. 50 % of your employees are no longer at your office. Copyright 2011 All Rights Reserved
    19. 19. In 2020…School Exams… now with Internet Access! Copyright 2011 All Rights Reserved
    20. 20. In 2020…Traditional advertising is dead. Peerreferral is how we buy our products now. Copyright 2011 All Rights Reserved
    21. 21. In 2020…50 % of your employees are no longer at your office. Copyright 2011 All Rights Reserved
    22. 22. In 2020… Humanity entersIntellectual Rehab Copyright 2011 All Rights Reserved
    23. 23. In 2020…Companies enterMoral Rehab Copyright 2011 All Rights Reserved
    24. 24. In 2020…We see the rise of the serial entrepreneur. Copyright 2011 All Rights Reserved
    25. 25. In 2020… Long tail leaders.Long tail government. Copyright 2011 All Rights Reserved
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