Harnessing the Social Web An Introduction to Social Media mikestopforth.com cerebra.co.za

Not A Technical Toy “ The web is more a social creation than a technical one. I designed it for a social effect - to help people work together - and not as a technical toy” - Tim Berners-Lee mikestopforth.com cerebra.co.za

“ The web is more a social creation than a technical one. I designed it for a social effect - to help people work together - and not as a technical toy”

- Tim Berners-Lee

Web 2.0 Roadmap mikestopforth.com cerebra.co.za

This Web 2.0 Thing… mikestopforth.com cerebra.co.za

Social Media Matters Because… It’s about people, not technology It’s about networks It means something to your employees and customers It’s the NOW mikestopforth.com cerebra.co.za

It’s about people, not technology

It’s about networks

It means something to your employees and customers

It’s the NOW

1. People, Not Technology “ A powerful global conversation has begun. Through the Internet people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter faster than most companies” - The Cluetrain Manifesto (www.cluetrain.com) mikestopforth.com cerebra.co.za

“ A powerful global conversation has begun. Through the Internet people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter faster than most companies”

- The Cluetrain Manifesto (www.cluetrain.com)

The “Trialogue” mikestopforth.com cerebra.co.za Marketer Consumer Consumer

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§ mikestopforth.com cerebra.co.za

What Rupert Says: “ To find something comparable (to Web 2.0), you have to go back 500 years to the printing press, the birth of mass media - which, incidentally, is what really destroyed the old world of kings and aristocracies. Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it's the people who are taking control” mikestopforth.com cerebra.co.za

“ To find something comparable (to Web 2.0), you have to go back 500 years to the printing press, the birth of mass media - which, incidentally, is what really destroyed the old world of kings and aristocracies. Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it's the people who are taking control”

2. It’s About Networks “ the value of a telecommunications network is proportional to the square of the number of users of the system” Metcalfe’s Law You need a new measurement! mikestopforth.com cerebra.co.za

“ the value of a telecommunications network is proportional to the square of the number of users of the system”

Metcalfe’s Law

You need a new measurement!

Dell Laptops for Africa! mikestopforth.com cerebra.co.za

Lessons From Dell No publicity is bad publicity Every mention is an opportunity Your customers are smarter than you think Your customers are more networked than you think Your customers are more forgiving than you think! mikestopforth.com cerebra.co.za

No publicity is bad publicity

Every mention is an opportunity

Your customers are smarter than you think

Your customers are more networked than you think

Your customers are more forgiving than you think!

3. Employees And Customers The Google CV ‘ Enterprise 2.0’ mikestopforth.com cerebra.co.za

The Google CV

‘ Enterprise 2.0’

4. It’s The Now Obama – powered by the Web, not advertised on it mikestopforth.com cerebra.co.za

Obama – powered by the Web, not advertised on it

mikestopforth.com cerebra.co.za

Online Reputation Management “ The Brand” Proactive approach Reactive approach mikestopforth.com cerebra.co.za

“ The Brand”

Proactive approach

Reactive approach

Customers As Partners mikestopforth.com cerebra.co.za

Dell Ideastorm mikestopforth.com cerebra.co.za

Where To From Here? Listen Engage Speak mikestopforth.com cerebra.co.za

Listen

Engage

Speak