This is NOT a talk about social media
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Transcript

  • 1. This is NOT a talk about...May 11, 2012
  • 2. The Rules1st RULE: You do not talk about SOCIAL MEDIA.2nd RULE: You DO NOT talk about SOCIAL MEDIA.3rd RULE: If someone says “stop” or goes limp or tapsout, it’s over.4th RULE: It takes at least two to have a conversation.5th RULE: We will only focus on one conversation at atime.6th RULE: No shirts, no shoes.7th RULE: Conversations will go on as long as theyhave to.8th RULE: If this is your first experience with SOCIALMEDIA, you HAVE to participate.
  • 3. Let’s start at the beginning...
  • 4. Media: “a technology that affects society 5not by its content but by its characteristics.” Marshal McLuhan
  • 5. characteristics = difference6
  • 6. Characteristics of Mediaspeed: how fast does it transmit information?reach: how many people can receive it?longevity: how long does it last?reproducibility: how easy is it to copy?interactivity: how easy is it for receiver to react to sender?sense modality: what senses does it affect? *authority: what’s the social standing of the sender? *as perceived by receiver
  • 7. speed: fast (w/in range) reach: very low longevity: ephemeral reproducibility: none interactivity: conversational/synchronous sense modality: visual, auditory, tactile authority: personaloral
  • 8. speed: very slow reach: low longevity: extremely durable reproducibility: minimal to none interactivity: none sense modality: visual, tactile authority: high, impersonalwritten
  • 9. speed: slow to moderate reach: low to moderate longevity: fairly durable reproducibility: moderate interactivity: little to none sense modality: visual, tactile authority: high, impersonalprinted
  • 10. speed: fast reach: high longevity: somewhat ephemeral reproducibility: difficult interactivity: little to none sense modality: visual, auditoryelectronic mass media authority: high, impersonal
  • 11. speed: virtually instantaneous reach: global longevity: ephemeral/variable reproducibility: unlimited interactivity: variable/asynchronous sense modality: visual, auditory authority: variable, impersonalinternet
  • 12. speed: virtually instantaneous reach: global longevity: ephemeral reproducibility: unlimited interactivity: conversational/asynchronous sense modality: visual, auditory authority: variable, personalsocial media
  • 13. speed: fast (w/in range) reach: very low longevity: ephemeral reproducibility: none interactivity: conversational/synchronous sense modality: visual, auditory, tactile authority: variable, personal oral speed: virtually instantaneous reach: global longevity: ephemeral reproducibility: unlimited interactivity: conversational/asynchronous sense modality: visual, auditory authority: variable, personalsocial media
  • 14. speed: fast (w/in range) reach: very low longevity: ephemeral reproducibility: none interactivity: conversational/synchronous sense modality: visual, auditory, tactile authority: variable, personal oral speed: virtually instantaneous reach: global longevity: ephemeral reproducibility: unlimited interactivity: conversational/asynchronous sense modality: visual, auditory authority: variable, personalsocial media
  • 15. speed: fast (w/in range) reach: very low longevity: ephemeral reproducibility: none interactivity: conversational/synchronous sense modality: visual, auditory, tactile authority: variable, personal oral speed: virtually instantaneous reach: global longevity: ephemeral reproducibility: unlimited interactivity: conversational/asynchronous sense modality: visual, auditory authority: variable, personalsocial media
  • 16. speed: fast (w/in range) reach: very low longevity: ephemeral reproducibility: none interactivity: conversational/synchronous sense modality: visual, auditory, tactile authority: variable, personal oral speed: virtually instantaneous reach: global longevity: ephemeral reproducibility: unlimited interactivity: conversational/asynchronous sense modality: visual, auditory authority: variable, personalsocial media
  • 17. speed: fast (w/in range) reach: very low longevity: ephemeral reproducibility: none interactivity: conversational/synchronous sense modality: visual, auditory, tactile authority: variable, personal oral speed: virtually instantaneous reach: global longevity: ephemeral reproducibility: unlimited interactivity: conversational/asynchronous sense modality: visual, auditory authority: variable, personalsocial media
  • 18. speed: fast (w/in range) reach: very low longevity: ephemeral reproducibility: none interactivity: conversational/synchronous sense modality: visual, auditory, tactile authority: variable, personal oral speed: virtually instantaneous reach: global longevity: ephemeral reproducibility: unlimited interactivity: conversational/asynchronous sense modality: visual, auditory authority: variable, personalsocial media
  • 19. speed: fast (w/in range) reach: very low longevity: ephemeral reproducibility: none interactivity: conversational/synchronous sense modality: visual, auditory, tactile authority: variable, personal oral speed: virtually instantaneous reach: global longevity: ephemeral reproducibility: unlimited interactivity: conversational/asynchronous sense modality: visual, auditory authority: variable, personalsocial media
  • 20. speed: fast (w/in range) reach: very low longevity: ephemeral reproducibility: none interactivity: conversational/synchronous sense modality: visual, auditory, tactile authority: variable, personal oral speed: virtually instantaneous reach: global longevity: ephemeral reproducibility: unlimited interactivity: conversational/asynchronous sense modality: visual, auditory authority: variable, personalsocial media
  • 21. speed: fast (w/in range) reach: very low longevity: ephemeral reproducibility: none interactivity: conversational/synchronous sense modality: visual, auditory, tactile authority: variable, personal oral speed: virtually instantaneous reach: global longevity: ephemeral reproducibility: unlimited interactivity: conversational/asynchronous sense modality: visual, auditory authority: variable, personalsocial media
  • 22. 15 “media” Sender information or data Receiver
  • 23. 15 “mass media” Receiver broadcasting or data ma tion r info Sender information or data Receiver info rma tion or d ata Receiver
  • 24. 16 social media Participant or data n rm atio info Participant information or data Participant infor mati on o r dat a Participant
  • 25. 16 conversation social media Participant or data n rm atio info Participant information or data Participant infor mati on o r dat a Participant
  • 26. Sender ReceiverSpeed Time
  • 27. 18Social Media:technologies that facilitate conversations
  • 28. 19 A (somewhat incomplete) Timeline of Social Media not to scale USENET 1979 listserv Napster flickr 1986 1999 2004 pneumatic post 1865 SecondLife 2003 postal service Persia, 550BC The Palace radio ARPANET Wikipedia 1994 twitter 1891 1969 2001 The WELL Facebook 2006 1985 Friendster 2003 2002 @ MySpace YouTube email Third Voice 2003 2005 1966 BBS IRC 1999 1978 1988 telephone del.icio.us ~1890 2003 telegraph France, 1792 MUD1 Blogger 1978 1999 CompuServe MoveOn 1969 1998 digg epinions 2004 1999
  • 29. 20NOT SURE IF SOCIAL MEDIA IS COOL OR JUST A SCAM TO GET ME TO WRITE TWICE AS MUCH
  • 30. 20NOT SURE IF SOCIAL MEDIA IS COOL OR JUST A SCAM TO GET ME TO WRITE TWICE AS MUCH Why Social Media?
  • 31. 21 Reason 1: They’re talking about you anyway.
  • 32. 22US Population:311,591,917Internet Users:249,273,534Facebook Users:157,348,340
  • 33. 23Facebook: 845M active usersTwitter: 157M active usersLinkedIn: 150M active usersGoogle+: 90M active usersPintrest: 21M unique visitorsReddit: 5.5M unique visitorsDigg: 4.6M unique visitors http://mashable.com/2012/03/09/social-media-demographics/social-media-demographics-972/
  • 34. 24 http://www.infosolutionsgroup.com/2010_PopCap_Social_Gaming_Research_Results.pdf 2010 Social Games SurveyAverage age: 48Average domesticsituation:Married w/kids @ home
  • 35. 25
  • 36. 25
  • 37. 26 Text
  • 38. 27 Reason 2: Media ain’t what it used to be.
  • 39. 28 5 DRAFT Text source: http://www.bullcitymutterings.com/2009_11_01_archive.html
  • 40. 29 6 DRAFTTotal US Music Sales Source: http://money.cnn.com/2010/02/02/news/companies/napster_music_industry/
  • 41. 30 7 DRAFT
  • 42. 31Global e-Book Sales Figures http://idpf.org/about-us/industry-statistics#Additional_Global_eBook_Sales_Figures
  • 43. 32 Print Book Sales vs. e-Book Sales http://radar.oreilly.com/2009/02/state-of-the-computer-book-mar-24.html
  • 44. 33 Broadcast: $38.5B Internet: $31.7B Cable: $30B Newspapers: $20.7B Magazines: $18B Radio: $15.2B Out-of-home: $6.5B Video Games: $1B 2011 MEDIA SPENDING
  • 45. 34Reason 3:The Expectation of Access
  • 46. 35 EV EV ER EV ER YW ER YT HE YO HIN RE NE G http://about.americanexpress.com/news/pr/2012/gcsb.aspx
  • 47. 36 Reason 5: Brands are collaborations
  • 48. 37 http://www.nevillehobson.com/2010/02/01/recruiters-really-care-about-your-online-reputation-even-if-you-dont/
  • 49. 38 Taking the plunge 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 50. 39 Hope is not a strategy. Rick Page
  • 51. 40
  • 52. 41Speed Trafalgar, Spain London 17 days 1805 2.7 mph 1100 miles Nobi, Japan 1 day London 1891 246 mph 5916 miles Sichaun, China London 7 minutes 2008 38,250 mph* 5100 miles *potentially 204,000 mph
  • 53. 42Reach one to 2,267,233,742 (December 2011)
  • 54. 43 Reproducibility
  • 55. 43 Sharing
  • 56. 44 Conversation
  • 57. 45
  • 58. 46 What is... What can I do with social media that I can’t do in any other medium? Text $1 Gajillion
  • 59. 47
  • 60. 48
  • 61. 49
  • 62. 50
  • 63. 50
  • 64. 51Social media: Engage(ment)!
  • 65. 52 (not engagement)
  • 66. 53 Highly engaged brands
  • 67. 54
  • 68. ENGAGEMENT=55 •inquiries •mentions in blogs •links shared •repeat visits •subscriptions •applications •retweets •comments •etc.
  • 69. 56 What to do
  • 70. 57Aggregation
  • 71. 58Facilitation
  • 72. 59Curation
  • 73. 60Collaboration
  • 74. 61Location
  • 75. 62Creation
  • 76. 63Recommendation
  • 77. 64Disintermediation
  • 78. 65 Taking Action! Text
  • 79. 66
  • 80. 66 – What are we trying to accomplish?
  • 81. 66 – What are we trying to accomplish? – Why use social media?
  • 82. 66 – What are we trying to accomplish? – Why use social media? – What kinds of social media will help us achieve our goals?
  • 83. 66 – What are we trying to accomplish? – Why use social media? – What kinds of social media will help us achieve our goals? – Are we prepared to let go of our brand (at least a little!) and engage with our audiences?
  • 84. 66 – What are we trying to accomplish? – Why use social media? – What kinds of social media will help us achieve our goals? – Are we prepared to let go of our brand (at least a little!) and engage with our audiences? – What will we do to encourage participation in our social media program?
  • 85. 66 – What are we trying to accomplish? – Why use social media? – What kinds of social media will help us achieve our goals? – Are we prepared to let go of our brand (at least a little!) and engage with our audiences? – What will we do to encourage participation in our social media program? – Who will maintain our social media presence?
  • 86. 66 – What are we trying to accomplish? – Why use social media? – What kinds of social media will help us achieve our goals? – Are we prepared to let go of our brand (at least a little!) and engage with our audiences? – What will we do to encourage participation in our social media program? – Who will maintain our social media presence? – Do we have the resources?
  • 87. 66 – What are we trying to accomplish? – Why use social media? – What kinds of social media will help us achieve our goals? – Are we prepared to let go of our brand (at least a little!) and engage with our audiences? – What will we do to encourage participation in our social media program? – Who will maintain our social media presence? – Do we have the resources? – How does this integrate with our overall communications strategy?
  • 88. 66 – What are we trying to accomplish? – Why use social media? – What kinds of social media will help us achieve our goals? – Are we prepared to let go of our brand (at least a little!) and engage with our audiences? – What will we do to encourage participation in our social media program? – Who will maintain our social media presence? – Do we have the resources? – How does this integrate with our overall communications strategy? – What does “success” mean? What does “failure” mean?
  • 89. 66 – What are we trying to accomplish? – Why use social media? – What kinds of social media will help us achieve our goals? – Are we prepared to let go of our brand (at least a little!) and engage with our audiences? – What will we do to encourage participation in our social media program? – Who will maintain our social media presence? – Do we have the resources? – How does this integrate with our overall communications strategy? – What does “success” mean? What does “failure” mean? – What will we do less of if we’re spending resources on social media?
  • 90. 67“Social media is thevehicle, Not thedestination”Erica Swallow, Mashable.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 91. 68
  • 92. 68 Measurable
  • 93. 68 Measurable Actionable
  • 94. 68 Measurable Actionable Relevant
  • 95. 69 “The odds of even 1,000 people viewing your video in a month’s time are only 3%” Chris Wilson, Slate 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
  • 96. 70 Why should they care?
  • 97. Define “success” 71
  • 98. 72 Think:
  • 99. 72 Think: Conversation vs. Publication
  • 100. 72 Think: Conversation vs. Publication Engagement vs. Broadcast
  • 101. 72 Think: Conversation vs. Publication Engagement vs. Broadcast Personal vs. Impersonal
  • 102. 72 Think: Conversation vs. Publication Engagement vs. Broadcast Personal vs. Impersonal Community vs. “Users”
  • 103. 72 Think: Conversation vs. Publication Engagement vs. Broadcast Personal vs. Impersonal Community vs. “Users” Accessibility vs. Hierarchy
  • 104. 72 Think: Conversation vs. Publication Engagement vs. Broadcast Personal vs. Impersonal Community vs. “Users” Accessibility vs. Hierarchy Real-Time vs. Scheduled
  • 105. 72 Think: Conversation vs. Publication Engagement vs. Broadcast Personal vs. Impersonal Community vs. “Users” Accessibility vs. Hierarchy Real-Time vs. Scheduled Organic vs. Synthetic
  • 106. 72 Think: Conversation vs. Publication Engagement vs. Broadcast Personal vs. Impersonal Community vs. “Users” Accessibility vs. Hierarchy Real-Time vs. Scheduled Organic vs. Synthetic Collaborating vs. Controlling
  • 107. 73
  • 108. 73 1st RULE: You do not talk about SOCIAL MEDIA.
  • 109. 73 1st RULE: You do not talk about SOCIAL MEDIA. 2nd RULE: You DO NOT talk about SOCIAL MEDIA.
  • 110. 74Let’s talk!sean.carton@idfive.com@idfive