Social Media 101 - my Marketing Now presentation

3,651 views

Published on

To use social media effectively, you need to understand the much bigger picture - the social and cultural changes that are changing everything!

Published in: Business, Technology
4 Comments
6 Likes
Statistics
Notes
No Downloads
Views
Total views
3,651
On SlideShare
0
From Embeds
0
Number of Embeds
449
Actions
Shares
0
Downloads
131
Comments
4
Likes
6
Embeds 0
No embeds

No notes for slide

Social Media 101 - my Marketing Now presentation

  1. 1. Social Media 101 by Simon Young www.ijump.co.nz
  2. 2. In this presentation • Why Social Media is important to you • The mindset and the toolset • How to find your target audience • How to launch a social media campaign
  3. 3. But first...
  4. 4. Meme (meem, n): a concept that spreads quickly from person to person via the internet.
  5. 5. MARKETING Are we doing it wrong?
  6. 6. Let’s take another look
  7. 7. In this presentation • Why Social Media is important to you • The mindset and the toolset • How to find your target audience • How to launch a social media campaign
  8. 8. In this presentation • Why Social Media is important to you How do you • The mindset and the toolset feel being • How to find your target audience targeted? • How to launch a social media campaign
  9. 9. In this presentation • Why Social Media is important to you How do you • The mindset and the toolset feel being • How to find your target audience targeted? • How to launch a social media campaign ...or having a campaign launched at you?
  10. 10. RUN!
  11. 11. Your customers are just the same
  12. 12. From “Marketing To” to “Marketing With”
  13. 13. How?
  14. 14. By understanding what’s going on
  15. 15. By understanding what’s going on (And how social media fits in)
  16. 16. Part One: The Small Picture (What is Brand?)
  17. 17. Part One: Part Two: The Small Picture The Big Picture (What is Brand?) (Revolution!)
  18. 18. Part One: Part Two: The Small Picture The Big Picture (What is Brand?) (Revolution!) Part Three: The New Dimension
  19. 19. Part One: Part Two: The Small Picture The Big Picture (What is Brand?) (Revolution!) Part Four: Part Three: What it The New looks like Dimension
  20. 20. Part One: Part Two: The Small Picture The Big Picture (What is Brand?) (Revolution!) Part Four: Part Three: What it The New looks like Dimension
  21. 21. Experience is brand.
  22. 22. Experiences spread fast!
  23. 23. Part One: Part Two: The Small Picture The Big Picture (What is Brand?) (Revolution!) Part Four: Part Three: What it The New looks like Dimension
  24. 24. “Revolution is ... the violent transfer of power and property in the name of an idea” Jacques Barzun
  25. 25. ?
  26. 26. (A bit harsh)
  27. 27. Bloody hard work
  28. 28. ?
  29. 29. Social Media in Australia and New Zealand • Roughly 75% of both Australia and NZ’s population is online • 50% of Australians use social networking sites • 90% of online kiwis are involved in social networking
  30. 30. As for the future, your task is not to foresee it, but to enable it. Antoine de Saint-Exupery
  31. 31. Your response
  32. 32. Risk = Danger or Risk = Fun!
  33. 33. Part One: Part Two: The Small Picture The Big Picture (What is Brand?) (Revolution!) Part Four: Part Three: What it The New looks like Dimension
  34. 34. 1 2 Face-to-Face Broadcast 4 3 Social Media Data-driven
  35. 35. Two-way Personalised Human But not scalable Face to Face
  36. 36. Broadcast Scalable! But not two-way personalised human
  37. 37. Personalised Scalable But not really two-way and not human... Data-Driven
  38. 38. Two-way Personalised Scalable? Human Social Media
  39. 39. Part One: Part Two: The Small Picture The Big Picture (What is Brand?) (Revolution!) Part Four: Part Three: What it The New looks like Dimension
  40. 40. In this presentation • Why Social Media is important to you√ • The mindset and the toolset √ • How to find your target audience • How to launch a social media campaign
  41. 41. In this presentation • Why Social Media is important to you√ • The mindset and the toolset √ • How to find your target audience • How to launch a social media campaign
  42. 42. What is social media?
  43. 43. •Reached 44.5 million people worldwide in June 2009 •eMarketer predicts 18 million users in 2010 •54% of Fortune 100 companies use Twitter •NZ and Australia in the top 6 Twitter populations in the world •Visits from Australia to Twitter grew 1067% from beginning of 2009!
  44. 44. •Relationship-building •Real-time •Conversational •“Behind-the-scenes”
  45. 45. •Over 300 million members worldwide - fast becoming mainstream •29% of Fortune 100 companies actively use a Facebook Fan Page •Biggest demographic: 35-54 year olds •Just over 1 million members in NZ, 5.8 million in Australia •38% reach of Australians online
  46. 46. •Individual profiles •Fan pages •Social advertising
  47. 47. •The original social media. Turns 10 this year! •184 million people worldwide have started a blog •2 comms/PR issues: corporate blogging, and blogger relations •32% of Fortune 100 use corporate blog(s) •82% of NZers read blogs, 17% create them •69% of Aussies read blogs, 40% have started one
  48. 48. •Build thought leadership •Have a quick way to communicate in crises •Tell your own story, directly
  49. 49. •“Facebook for business” (But older than Facebook!) •80% of companies using LinkedIn as a primary tool to find employees •Traffic has doubled since July last year; ~13 million visitors in Jul 09 •637,000 Australian users •SAP has purchased a stake in LinkedIn
  50. 50. •Individual profiles •Company profiles •Groups •Questions and Answers
  51. 51. In this presentation • Why Social Media is important to you√ • The mindset and the toolset√ √ • How to find your target audience • How to launch a social media campaign
  52. 52. MARKETING Are we doing it wrong?
  53. 53. Target Audience Partners
  54. 54. How do we find partners/ fans/ advocates?
  55. 55. Listen
  56. 56. Nowadays, everyone can be...
  57. 57. 97
  58. 58. Be a consumer before being a creator
  59. 59. A Listening Station
  60. 60. RSS • There to fetch information for you
  61. 61. Feedreader • A home for your RSS feeds
  62. 62. Firefox • Your social media- friendly vehicle for navigating the web
  63. 63. iGoogle • All your vital information in one screen - powered by RSS feeds!
  64. 64. Why listen? Being Lead Building relevant! Generation Relationships Supporting Correcting Advocates Misinformation Spot opportunities and problems
  65. 65. In this presentation • Why Social Media is important to you√ • The mindset and the toolset√ √ • How to find your target audience partners√ • How to launch a social media campaign
  66. 66. “Social media is not a campaign, it’s a commitment” Scott Monty, Ford Scott Monty, Ford
  67. 67. Talk
  68. 68. Talking Be yourself Be transparent Have boundaries
  69. 69. Whose voice?
  70. 70. What if people say bad things?
  71. 71. Converse
  72. 72. Conversation Possibilities Innovation Loyalty Advocacy Partnership
  73. 73. How do we plan?
  74. 74. What just happened?
  75. 75. In this presentation • Why Social Media is important to you√ • The mindset and the toolset√ √ • How to find your target audience partners√ • How to launch a social media campaign social media presence!√
  76. 76. ?
  77. 77. ?
  78. 78. Your response
  79. 79. 1 2 Face-to-Face Broadcast 4 3 Social Media Data-driven
  80. 80. Two-way Personalised Scalable? Human Social Media
  81. 81. What is social media?
  82. 82. Listen
  83. 83. Talk
  84. 84. Converse
  85. 85. Thanks for viewing this! Find out more at: http://ijump.co.nz/contact http://ijump.co.nz/subscribe http://ijump.tv/ http://twitter.com/audaciousgloop http://twitter.com/ijump
  86. 86. What will your “one small step” be?
  87. 87. Small steps to try • Set up a Google alert for your brand • Get started on Twitter • Sign up for Google reader and subscribe to blogs • Join a group on LinkedIn - and actually contribute! :) • Start the conversation in your organisation
  88. 88. Whatever you do ... do something! do something!
  89. 89. Who’s using it?
  90. 90. “A good plan violently executed now is better than a perfect plan executed next week.” George S Patton
  91. 91. And... don’t do it alone don’t do it alone
  92. 92. www.iJump.co.nz/subscribe www.iJump.co.nz/contact www.iJump.tv twitter.com/iJump twitter.com/audaciousgloop
  93. 93. Social Media 101 by Simon Young www.ijump.co.nz Welcome to the iJump intro in a box. iJump is a consultancy that helps organisations build co- creative relationships with their stakeholders. Right now we do that through social media.
  94. 94. In this presentation • Why Social Media is important to you • The mindset and the toolset • How to find your target audience • How to launch a social media campaign
  95. 95. But first...
  96. 96. Meme (meem, n): a concept that spreads quickly from person to person via the internet.
  97. 97. MARKETING Are we doing it wrong?
  98. 98. Let’s take another look
  99. 99. In this presentation • Why Social Media is important to you • The mindset and the toolset • How to find your target audience • How to launch a social media campaign
  100. 100. In this presentation • Why Social Media is important to you How do you • The mindset and the toolset feel being • How to find your target audience targeted? • How to launch a social media campaign
  101. 101. In this presentation • Why Social Media is important to you How do you • The mindset and the toolset feel being • How to find your target audience targeted? • How to launch a social media campaign ...or having a campaign launched at you?
  102. 102. RUN!
  103. 103. Your customers are just the same
  104. 104. From “Marketing To” to “Marketing With”
  105. 105. How?
  106. 106. By understanding what’s going on
  107. 107. By understanding what’s going on (And how social media fits in)
  108. 108. In this presentation, we’ll explore...
  109. 109. Part One: The Small Picture (What is Brand?) ...small picture branding - what you think your brand is, and what your customer thinks your brand is.
  110. 110. Part One: Part Two: The Small Picture The Big Picture (What is Brand?) (Revolution!) We’ll explore the invisible revolution that’s taking place around the world. We’ll look at why it’s happening, and how it’s likely to affect you.
  111. 111. Part One: Part Two: The Small Picture The Big Picture (What is Brand?) (Revolution!) Part Three: The New Dimension Then we’ll talk about the fourth dimension of communication that you need to take the leap into, in order to succeed in the revolutionary world.
  112. 112. Part One: Part Two: The Small Picture The Big Picture (What is Brand?) (Revolution!) Part Four: Part Three: What it The New looks like Dimension Finally, we’ll look at what the fourth dimension looks like - how companies like yours are using social media to communicate in a fourth-dimensional way.
  113. 113. Part One: Part Two: The Small Picture The Big Picture (What is Brand?) (Revolution!) Part Four: Part Three: What it The New looks like Dimension How many business presentations have you been in where someone says a new technology will “revolutionise” your business? And they say this as if it’s a good thing, right? The sad thing is, revolutions usually aren’t good news for anyone who is * secure * wealthy * powerful * established
  114. 114. April 25, 2006 was a stormy night, to say the least,
  115. 115. ... and a very busy one at the insurance call centre where iJump cofounder Marie Young worked.
  116. 116. Floods, fallen trees, damaged property ... Marie's team had to be fast on their feet, keeping people and property out of danger.
  117. 117. To make it more complex, the call centre represented several insurance brands, not just one. Each of those brands had invested a lot in brand identity - logos, TV commercials, brochures...
  118. 118. But for those customers that night, the brand was the other end of the phone. If Marie's team failed, the ads and logos were all in vain. And if they succeeded, those marketing efforts became part of an overall positive experience.
  119. 119. Experience is brand.
  120. 120. Experiences spread fast!
  121. 121. Part One: Part Two: The Small Picture The Big Picture (What is Brand?) (Revolution!) Part Four: Part Three: What it The New looks like Dimension Now we’ll look at small picture branding, or, what the revolution looks like, up close.
  122. 122. “Revolution is ... the violent transfer of power and property in the name of an idea” Jacques Barzun In the book "Dawn to Decadence", historian Jacques defines a revolution as "the violent transfer of power and property in the name of an idea". He goes on: We have got into the habit of calling too many things revolutions. Given a new device or practice that changes our homely habits, we exclaim: "revolutionary!" But revolutions change more than personal habits or a widespread practice. They give culture a new face. By this definition, we are indeed in revolutionary times. Let's take a quick peek at revolutions in the past.
  123. 123. ? Several hundred years ago, people started asking "Why do we have kings and queens? What use are they to us?"
  124. 124. (A bit harsh) Some questioning was a bit harsh ...
  125. 125. other responses were a tiny bit more measured... But whether the protest was peaceful or violent, the message was the same - the people had discovered their power to choose, and there was no turning back. Painfully, in fits and starts, and with many mistakes, modern democracy was born.
  126. 126. But why did people start asking the questions which led to the revolution?
  127. 127. Because technology made it easier to find and spread information - and therefore new ways of thinking. The invention of the printing press in 1439 changed the way information spread. First books, then newspapers, then pamphlets made information easy to package and replicate. Anyone could be a publisher - as long as they had paper, ink and a printing press.
  128. 128. And yet the technology was just an enabler. It enabled differing viewpoints to spread, and challenge the status quo. It enabled people to organise themselves with like-minded people.
  129. 129. Bloody hard work But being a revolutionary took dedication and effort. Printing presses cost money. Taking part in a revolution often cost your life. That's why things had to be really, really bad for people to take action.
  130. 130. But today, the revolution is largely invisible. And it's happening to large organisations - businesses, governments, educational and religious institutions.
  131. 131. ? The question is very similar to the one that sparked previous revolutions: "Why do we have these large organisations? What use are they to us?"
  132. 132. The cause is the same, too. Technology speeds the spread of information, and people discover alternatives and challenges to the status quo. Social media is the most dramatic example of how fast information can spread. A customer complaint - or a "wow" experience - can reach thousands of people in mere seconds.
  133. 133. Social Media in Australia and New Zealand • Roughly 75% of both Australia and NZ’s population is online • 50% of Australians use social networking sites • 90% of online kiwis are involved in social networking
  134. 134. The difference between this revolution and those in the past is that being a revolutionary is easy. You don't need a printing press, and you don't need to be willing to die for an idea. You just need to be interested enough to pass it on. You can be part of the revolution without even leaving your chair! Revolutionary behaviour could be: * Inventing a disruptive innovation that might put you out of business. Not many people do this. * Asking a question that leads someone else to think of a disruptive innovation. More people do this! * Sharing a negative customer experience that gets people mad. Lots of people do that!
  135. 135. This phenomenon is found in just about every online community. It's called the 90-9-1 rule. One percent actively create change, nine percent get involved with that change as curators, editors or active spreaders; and ninety percent are audience. The difference now is that an idea thought of at 6am in Auckland, New Zealand can be known worldwide in a matter of hours. That has never been possible before.
  136. 136. As for the future, your task is not to foresee it, but to enable it. Antoine de Saint-Exupery
  137. 137. Your response The French Revolution didn't end well. The monarchy reached a bloody end, and the vaccuum that resulted led to mob rule, anarchy and eventually dictatorship. At around the same time, the British monarchy were facing similar questions from their people. They avoided bloody revolution by embracing incremental change (evolution, not revolution), dialogue with the people, and pursuit of goals that would benefit both the monarchy, and the people. This evolutionary approach to revolution forged a new relationship between the people and those in power. What would your organisation prefer? The guillotine? Or dialogue, leading to pursuit of common goals?
  138. 138. Risk = Danger or Risk = Fun!
  139. 139. Part One: Part Two: The Small Picture The Big Picture (What is Brand?) (Revolution!) Part Four: Part Three: What it The New looks like Dimension
  140. 140. 1 2 Face-to-Face Broadcast 4 3 Social Media Data-driven Face-to-Face
  141. 141. Two-way Personalised Human But not scalable Face to Face
  142. 142. Broadcast Scalable! But not two-way personalised human
  143. 143. Personalised Scalable But not really two-way and not human... Data-Driven
  144. 144. Two-way Personalised Scalable? Human Social Media
  145. 145. Part One: Part Two: The Small Picture The Big Picture (What is Brand?) (Revolution!) Part Four: Part Three: What it The New looks like Dimension
  146. 146. In this presentation • Why Social Media is important to you√ • The mindset√and the toolset • How to find your target audience • How to launch a social media campaign
  147. 147. In this presentation • Why Social Media is important to you√ • The mindset√and the toolset • How to find your target audience • How to launch a social media campaign
  148. 148. What is social media?
  149. 149. •Reached 44.5 million people worldwide in June 2009 •eMarketer predicts 18 million users in 2010 •54% of Fortune 100 companies use Twitter •NZ and Australia in the top 6 Twitter populations in the world •Visits from Australia to Twitter grew 1067% from beginning of 2009!
  150. 150. •Relationship-building •Real-time •Conversational •“Behind-the-scenes”
  151. 151. •Over 300 million members worldwide - fast becoming mainstream •29% of Fortune 100 companies actively use a Facebook Fan Page •Biggest demographic: 35-54 year olds •Just over 1 million members in NZ, 5.8 million in Australia •38% reach of Australians online
  152. 152. •Individual profiles •Fan pages •Social advertising
  153. 153. •The original social media. Turns 10 this year! •184 million people worldwide have started a blog •2 comms/PR issues: corporate blogging, and blogger relations •32% of Fortune 100 use corporate blog(s) •82% of NZers read blogs, 17% create them •69% of Aussies read blogs, 40% have started one
  154. 154. •Build thought leadership •Have a quick way to communicate in crises •Tell your own story, directly
  155. 155. •“Facebook for business” (But older than Facebook!) •80% of companies using LinkedIn as a primary tool to find employees •Traffic has doubled since July last year; ~13 million visitors in Jul 09 •637,000 Australian users •SAP has purchased a stake in LinkedIn
  156. 156. •Individual profiles •Company profiles •Groups •Questions and Answers
  157. 157. In this presentation • Why Social Media is important to you√ • The mindset√and the toolset√ • How to find your target audience • How to launch a social media campaign
  158. 158. MARKETING Are we doing it wrong?
  159. 159. Target Audience Partners
  160. 160. How do we find partners/ fans/ advocates?
  161. 161. Listen
  162. 162. Nowadays, everyone can be...
  163. 163. 95
  164. 164. 96
  165. 165. 97
  166. 166. Be a consumer before being a creator
  167. 167. A Listening Station
  168. 168. RSS • There to fetch information for you
  169. 169. Feedreader • A home for your RSS feeds
  170. 170. Firefox • Your social media- friendly vehicle for navigating the web
  171. 171. iGoogle • All your vital information in one screen - powered by RSS feeds!
  172. 172. Why listen? Being Lead Building relevant! Generation Relationships Supporting Correcting Advocates Misinformation Spot opportunities and problems
  173. 173. In this presentation • Why Social Media is important to you√ • The mindset√and the toolset√ • How to find your target audience partners√ • How to launch a social media campaign
  174. 174. “Social media is not a campaign, it’s a commitment” Scott Monty, Ford Scott Monty, Ford
  175. 175. Talk
  176. 176. Talking Be yourself Be transparent Have boundaries
  177. 177. Whose voice?
  178. 178. What if people say bad things?
  179. 179. Converse
  180. 180. Conversation Possibilities Innovation Loyalty Advocacy Partnership
  181. 181. How do we plan?
  182. 182. What just happened?
  183. 183. In this presentation • Why Social Media is important to you√ • The mindset√and the toolset√ • How to find your target audience partners√ • How to launch a social media campaign social media presence!√
  184. 184. ? Several hundred years ago, people started asking "Why do we have kings and queens? What use are they to us?"
  185. 185. ? The question is very similar to the one that sparked previous revolutions: "Why do we have these large organisations? What use are they to us?"
  186. 186. Your response The French Revolution didn't end well. The monarchy reached a bloody end, and the vaccuum that resulted led to mob rule, anarchy and eventually dictatorship. At around the same time, the British monarchy were facing similar questions from their people. They avoided bloody revolution by embracing incremental change (evolution, not revolution), dialogue with the people, and pursuit of goals that would benefit both the monarchy, and the people. This evolutionary approach to revolution forged a new relationship between the people and those in power. What would your organisation prefer? The guillotine? Or dialogue, leading to pursuit of common goals?
  187. 187. 1 2 Face-to-Face Broadcast 4 3 Social Media Data-driven Face-to-Face
  188. 188. Two-way Personalised Scalable? Human Social Media
  189. 189. What is social media?
  190. 190. Listen
  191. 191. Talk
  192. 192. Converse
  193. 193. Thanks for viewing this! Find out more at: http://ijump.co.nz/contact http://ijump.co.nz/subscribe http://ijump.tv/ http://twitter.com/audaciousgloop http://twitter.com/ijump
  194. 194. What will your “one small step” be?
  195. 195. Small steps to try • Set up a Google alert for your brand • Get started on Twitter • Sign up for Google reader and subscribe to blogs • Join a group on LinkedIn - and actually contribute! :) • Start the conversation in your organisation
  196. 196. Whatever you do ... do something! do something!
  197. 197. Who’s using it?
  198. 198. “A good plan violently executed now is better than a perfect plan executed next week.” George S Patton
  199. 199. And... don’t do it alone don’t do it alone
  200. 200. www.iJump.co.nz/subscribe www.iJump.co.nz/contact www.iJump.tv twitter.com/iJump twitter.com/audaciousgloop

×