Everything You Ever Wanted To Know About Social Media

Everything You Ever Wanted To Know About Social Media … but were afraid to ask

Who am I?
20 years in media, advertising, marketing and organisational change
Author of The Power of the Network
Blog ranked world No7 for publishing, UK’s top 20 for marketing/advertising,
Invited to speak on the impact of social media from New York to San Francisco (the valley, too) Cannes to Cork
Helped Bauer/emap, Honda, Phillips, Sony-Ericsson, Gatwick Airport, Edge, UKBA, CWDC, DfT, Grey (London), MCBD, Digitas, RIOT/180, ThirdeyeT, The Met Police et al
Trustee of UK charity Citizens Online
Director of Social Media at BrandoSocial
FFC
Oct 3, 2009

See things differently
What is social media – and what does it mean for... Everything?
Oct 3, 2009

Context Oct 3, 2009

Setting the scene Oct 3, 2009 Defining the prize

What is social media?
Digitally enabled peer-to-peer networks
From email and sms to Facebook and Twitter
Distribution is by people to people
Content is by people to be shared with other people
Oct 3, 2009

What is social media?
Digitally enabled peer-to-peer networks
From email and sms to Facebook and Twitter
Distribution is by people to people
Content is by people to be shared with other people
POWER!
Oct 3, 2009

Power?
Every hotel
Every restaurant
Every shop
Everywhere…
Oct 3, 2009 Filled with published critics

Peer-to-Peer?
The most powerful behaviour changer there is
We do what others like us do
Social media brings us together with people like us
Social media helps people like us act together
Oct 3, 2009

Many media
Broadcast media is one-to-many
Social media is many-to-many
Oct 3, 2009

Social media
Is not : A channel (it’s a network)
Oct 3, 2009 Is not : A place to broadcast (it’s for conversations)

It’s all about the people, people
Where humans are talking to each other about things that bother/interest them – on a global scale
You are included. With or without your permission.
If you’re lucky/unlucky
If you contribute
If you participate
Oct 3, 2009

For example
Text messaging ; sms and mms
Email ; including webmail(gmail etc) and fixed (outlook)
Instant Messaging :eg Windows Messenger; skype
Forums ; of the traditional message board variety.
Social networks : such as Facebook, MySpace, Bebo
Blogging: Platforms such as Blogger, Wordpress,
Microblogging : eg Twitter, Plurk, Tumblr
Video sharing sites: eg Youtube, Vimeo
Image sharing sites: such as photobucket, flickr
Audio sharing : Lastfm, blip.fm, podcasts
Conversation aggregators : such as Friendfeed, Disqus
Human-powered search sites such as mahalo, and increasingly twitter etc
Human filtering sites such as digg, delicious, stumbleupon
Comments on more traditional ‘broadcast-style’ sites – such as the BBC, Guardian.co.uk
Wikis : wikipedia
Googlewave?
Oct 3, 2009

The internet is winning
IDC reported in August 08 internet use was already outstripping TV consumption.
Internet: 32.7 hours
TV: 16.4 hours
Newspapers & magazines: 3.9 hours
Oct 3, 2009

Does internet = social media?
Not 100%: but enough for you to take very seriously…
Oct 3, 2009 1. Google 2. Yahoo! 3. Facebook 4. YouTube 5. Windows Live 6. Wikipedia 7. Blogger.com 8. Microsoft Network 9. Baidu.com 10. yahoo.co.jp 11. Myspace 12. Google India 13. Twitter 14. Google.de Alexa Sep 2009 What no traditional media, BBC? New York Times? CNN? Fox? Guardian? 15. QQ.COM 16. RapidShare 17. Microsoft Corp 18. Google.fr 19. WordPress.com 20. Google UK

Alexa records visitor numbers
Not time spent
Not conversations had
Not relationships fostered
Not content created
Not groups formed
Not action enabled
Not value created
Oct 3, 2009

We’re all publishers now
186m blogs globally
73% of web users read blogs
Facebook members 132.1 million unique users in June 2008 (now over 300m)
MySpace had 117.6 million users in June 08 (now declining).
Twitter has now exceeded 50m – up 49m in a year! (overtaken myspace in UK)
More video added to Youtube in last year than broadcast by TV EVER!
Oct 3, 2009 The revolution is speeding up...

We’re all advertisers and marketers now
Friend-recommendation is responsible for 70%+ of all purchase decisions
34% write about products and brands on their blogs
20% of all tweets are brand related
23% of social network users have added applications
18% of bloggers install widgets
Oct 3, 2009

Social media. Shared media.
Very different measures required.
Not consuming; participating
Co-creating the experience
Communities not audiences
To take part, you have to create part
Think ears and mouths, rather than eyeballs
Very different from the world of mass broadcast media
Oct 3, 2009

How do we adapt? Oct 3, 2009

The user is the destination now

Hits are worth(-)less in a networked world Oct 3, 2009 The long tail... The idea that the majority is made up of people who don’t want the thing that the largest single group do. Twitter Trends, the charts and often elections – surface the largest single group – not, by a long way, the majority

Three laws describe how value grows and is distributed in networks… Oct 3, 2009 The science bit

Sarnoff’s Law – the red line
The value of a broadcast network is proportional to the number of viewers/listeners:
Eg TV, Radio, Cinema
Oct 3, 2009

Metcalfe’s Law: the yellow line
The value of a network is proportional to the square of the number of users of the system ( n² growth):
Fax machines, telephones, one-to-one communications.
Oct 3, 2009

Reed’s Law: the green line Oct 3, 2009
The value of large networks , particularly social networks , grows exponentially with the size of the network.(2n)
Because: The number of possible sub-groups of network participants grows faster than either the number of participants, ‘ N’ (Sarnoff’s Law) , or the number of possible pairs ( Metcalfe's law ) (N squared)

How does this reveal the value of hits in the networked world? Oct 3, 2009

Flip the graphs to find the demand curve Oct 3, 2009 … and we discover why the long tail succeeds in the group forming ( Reed’s Law ) world of social networks that IS the internet .

Hits take more of the available value in a broadcast world Oct 3, 2009

Hits worth more in broadcast world
Shaded area shows hits account for a greater proportion of the available demand and total value in Sarnoff’s broadcast world and in Metcalfe’s world of one-to-one communications .
Oct 3, 2009 The biggest single group = the majority in a broadcast world but a small minority in the networked world

Hits are still worth having… but
They have less proportional value compared to the overall economics of the networked world.
In a broadcast world the hit was where MOST of the value resided
The opposite is true in a networked world.
Seeking ways to create value in the long tail therefore offers the bigger opportunity
Oct 3, 2009

Caution: Snakes Oct 3, 2009 Long tail is getting longer…

Frightening Fragmentation Oct 3, 2009 Q: How can we reach deep into and along the ever-elongating long tail? A: Understand how messages/ideas and conversations evolve in the networked world

The internet is for people .

The internet is for people . For people to form groups

The internet is for people . For people to form groups Groups with shared purposes

The internet is for people . For people to form groups Groups with shared purposes Groups of people that can form at little or no cost

That changes everything Oct 3, 2009 http://flickr.com/photos/ stuckincustoms/

Three key disruptions Who gets to create content? Who gets to distribute content? Who controls the user experience?

Three key disruptions Who gets to create content? Any and everyone Who gets to distribute content? Any and everyone Who controls the user experience? The user is the destination now, they control their own A-to-anywhere journey

You can’t target every community of purpose They can Here’s how http://flickr.com/photos/caribb/

You can’t target every community of purpose They can Here’s how

Oct 3, 2009 THE STAGE Scale = audience = where the eyeballs have gone Message broadcast at audience

Oct 3, 2009 THE STAGE But in (social) networks the broadcast message doesn’t arrive

Oct 3, 2009 They aren’t looking at The Stage. They are looking at each other Scale = lots of communities of purpose = where the eyeballs are focused

Oct 3, 2009
They share messages among
their groups.
They adapt them to suit their groups
They make the message theirs
We share what we think is cool with people who (we think) will think its cool , too

Oct 3, 2009
The groups are not fixed (adhoc).
The message spreads when the
groups reform around a new purpose
Users select what they think is cool (has utility) to take with them on their journey

Oct 3, 2009 Participants adapt the message to suit the group they wish to share it with The people best-placed to adapt the message are in the group, not on the stage

Oct 3, 2009 And so it continues; the message evolving to survive. Or it dies out We share what we think is cool. That which we co-create, we embrace

Oct 3, 2009 They aren’t your groups they are theirs They aren’t your messages they are theirs Communication is not done to them, it is done by them

In social media
WE are the distribution,
WE are the content,
WE are the 'user journey',
WE are how messages are transmitted.
WE are the medium and the media carried by it
WE are the connections.
and how the connections are made.
Oct 3, 2009

Same as it ever was? Oct 3, 2009

Key lessons for organisations http://flickr.com/photos/cleversimon/

Key lessons for organisations 2
Respond
Oct 3, 2009 http://flickr.com/photos/daveyp/

Listen
The conversations are happening with or without your permission.
They are happening everywhere people talk
You can listen: twitter search; brandtags.net, Radian6, etc
Listen, enable, and serve.
Oct 3, 2009

Business case for listening
70% of purchase decisions are friend-recommended.
How much of your current spend is focused on connecting to the conversations?
How much value do you currently place on these conversations?
If the answer isn’t 70%...
Oct 3, 2009

2. Respond
Marketing isn’t done to them, it is done by them
Think less of where the eyeballs are and more about the mouths and ears
Place value on real-time, human interaction.
Oct 3, 2009

Oct 3, 2009

Homo Mimicus
Behaviour emulation is a key mechanic
Oct 3, 2009 Pic: Somargraphics via flickr

Social media works best
When users can adapt the message to better suit those they would share with
Eg Youtube’s many incarnations of the Cadbury’s gorilla ad.
Where they lower the technical barriers
Eg Pampers easy-insert of your own kids’ pictures into a Christmas video message.
Oct 3, 2009

Messy kitchens Oct 3, 2009

Interesting + together
Create interesting things for people to do together
Co-create with those you were going to do your content to/deliver a product or service to.
Now do it with them.
They’ll find that more interesting.
Oct 3, 2009

Connect communities of purpose
Make it easy for people who care to connect
People who care, act
Action creates value (makes change)
Their actions attract more people to the purpose by amplifying and sustaining the conversation
This is how behaviour is changed – remember our monkey mimic?
Oct 3, 2009

The value of right now Oct 3, 2009

Success requires:
A willingness to relinquish control
Toolkits users can play with
Creative users
2&3 are in place.
Ready for No1?
Oct 3, 2009 http://flickr.com/photos/darwinbell /

Remember
It ain’t social media if it doesn’t change your business…
Oct 3, 2009

Remember
If the world outside is changing faster than the world inside, something is going to tear
Oct 3, 2009

What makes me angry?
Businesses insisting on massaging (messaging?) the humanity out of their best efforts to communicate with humans. There's a kind of insanity in that which is beyond grotesque.
Those who think they can 'use' us (that's me and you, kid) as a channel.
Those who think the conversation is trivial. They belittle what it is to be human and the value we place on relationships. Their loss.
Oct 3, 2009

The networked journey
Listening to and responding to the network requires and drives cultural change within the organisation itself.
It raises and answers questions about ownership and control to make your brand or organisation better adapted to the networked world.
It is your safe passage to the future
Oct 3, 2009

Together 90:10
“ The people who can make the biggest difference to your company don't work for it.
“ Adapting to the network means they can.”
Oct 3, 2009

The great disruption has only just begun Oct 3, 2009 Brian Eno 1991

Social + Media
Social = Groups, people, us, what we choose to do together
Media = Content, distribution, them, what they would seek to do to us
Oct 3, 2009

Contact:
David Cushman
FasterFuture.blogspot.com
twitter.com/davidcushman
[email_address]
[email_address]
Call or text +447736 353590
Or just Google me (no, really)
Oct 3, 2009

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Everything You Ever Wanted To Know About Social Media

by david cushman on Oct 03, 2009

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Everything You Ever Wanted To Know About Social Media — Presentation Transcript