The impact and etiquette of social media


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The presentation I gave to the 157Group - marcomms pros from Britain's biggest and best colleges

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  • One of the few images we have of William Shakespeare comes to us not because the artist charged with making the image was selected as the finest of his day, nor because this was the image chosen by Will’s adoring audience as the most accurate or representative (SMS voting of the X-Factor variety hadn’t quite hit London in the early 1600s). William Shakespeare was the most important playwrite of his day – and this was a day when the play was THE primary form of entertainment. He was a big deal. And yet the picture we have of him is… well it’s a bit rubbish really. The creator was a young man named Martin Droeshout. And while he may not have been possessed of a huge artistic talent, he did possess something more fundamental to his ability to form the rare and enduring image we have of Shakespeare. He owned the brass-plate printing gear required to print Will’s mugshot on the famous first folio. He who had control of the means of production got to control the information – even if that information wasn’t particularly great. The information, in this particular case was packaged up in books by the media business and distributed by the media business.
  • Examples: person threatening to blog about the Huntingdon marriot When I was buying this laptop I was tweeting with my community to find out if the salesman was spinning me a yarn or doing me a good deal. Power. And that genie is out of the bottle. It ain’t going back.
  • Eg: A government organisation asked us to ‘use’ social media to broadcast a message to parents about rules they wanted to spread about the selection of nurseries Laudible: we spend more time choosing our next CAR than we do our kids nursery. But more impact from getting parents to join in the creation of the rule set. Discover a community of people who care enough about nursery education that they want to help change it for the better.
  • There are conversations going on – just as they always have offline. Now you can see them – so can everyone else. In social media everyone can hear you scream – eg BTCares – Jamie247.
  • The first thing you need to know about adapting to survive is that in order to survive in a landscape you have to live in it: So take the plunge, emerge with rudimentary legs and weak lungs and try to explore this new landscape. Take part, comment, blog, upload pictures on flickr, post on twitter. Participate. Eg not what the government’s director of digital engagement does.
  • How do we adapt how we deliver messaging? Start by understanding that it’s not the website, but the user, who is the destination now.
  • One thing is certain – you have neither the time nor the money to tailor your messages or products for each ever increasing number of niches
  • If I can form a group of my own, unmediated by any central authority, why do I need (here’s a biggy) political parties for example– they served the lowest common denominator world of mass – The fact that groups can form at low cost around things they choose to act on means where-ever there is mediation there is a threat of disruption. Media, music distribution has already seen it. Advertising and marketing are experiencing it. Apple outsources customer service way beyond a call centre in another country – it outsources it to its customers.
  • For the way in which information is distributed
  • No, because in a digital world we can all sit down next to each other – we’re all sharing the global hotdesk – at a distance and velocity which was never possible offline. Think of stamp collecting. Huntingdon could have had one stamp collecting club. But most people weren’t interested in stamps in general – they had specific interests – Antiguan bird stamps, for example. The digital world enables that community of purpose to form and get value from that formation.
  • Clay Shirky – and how to encourage interaction: Most brands comms are too shiney and perfect for people to want to join in – they exclude you.
  • The impact and etiquette of social media

    1. 1. The Impact & the Etiquette of Social Media David Cushman
    2. 2. Who am I? <ul><li>20 years in media, advertising, marketing and organisational change </li></ul><ul><li>Author of The Power of the Network </li></ul><ul><li>Blog ranked world No7 for publishing, UK’s top 20 for marketing/advertising, </li></ul><ul><li>Invited to speak on the impact of social media from New York to San Francisco (the valley, too) Cannes to Cork </li></ul><ul><li>Helped Bauer/emap, Honda, Phillips, Sony-Ericsson, Gatwick Airport, Edge, UKBA, CWDC, DfT, Grey (London), MCBD, Digitas, RIOT/180, ThirdeyeT, Gambling Compliance, The Met Police, Coca Cola etc </li></ul><ul><li>Trustee of UK charity Citizens Online </li></ul><ul><li>Ex-Director of Social Media at BrandoSocial </li></ul><ul><li>Currently MD 90:10 Ltd ( </li></ul>Nov 16, 2009
    3. 3. Context Nov 16, 2009
    4. 4. What is social media? <ul><li>Digitally enabled peer-to-peer networks </li></ul><ul><li>From email and sms to Facebook and Twitter </li></ul><ul><li>Distribution is by people to people </li></ul><ul><li>Content is by people to be shared with other people </li></ul><ul><li>POWER! </li></ul>Nov 16, 2009
    5. 5. Power? <ul><li>Every hotel </li></ul><ul><li>Every restaurant </li></ul><ul><li>Every shop </li></ul><ul><li>Everywhere… </li></ul>Nov 16, 2009 Filled with published critics
    6. 6. Peer-to-Peer? <ul><li>The most powerful behaviour changer there is </li></ul><ul><li>We do what others like us do </li></ul><ul><li>Social media brings us together with people like us </li></ul><ul><li>Social media helps people like us act together </li></ul>Nov 16, 2009
    7. 7. Social media <ul><li>Is not : A channel (it’s a network) </li></ul>Nov 16, 2009 Is not : A place to broadcast (it’s for conversations)
    8. 8. It’s all about the people, people <ul><li>Where humans are talking to each other about things that bother/interest them – on a global scale </li></ul><ul><li>You are included. With or without your permission. </li></ul><ul><li>If you’re lucky/unlucky </li></ul><ul><li>If you contribute </li></ul><ul><li>If you participate </li></ul>Nov 16, 2009
    9. 9. We’re all publishers now <ul><li>300m blogs globally </li></ul><ul><li>73% of web users read blogs </li></ul><ul><li>Facebook members 132.1 million unique users in June 2008 (now over 300m) </li></ul><ul><li>MySpace had 117.6 million users in June 08 (now declining). </li></ul><ul><li>Twitter has now exceeded 50m – up 49m in a year! (overtaken myspace in UK) </li></ul><ul><li>More video added to Youtube in last year than broadcast by TV EVER! </li></ul>Nov 16, 2009 The revolution is speeding up...
    10. 10. We’re all advertisers and marketers now <ul><li>Friend-recommendation is responsible for 70%+ of all purchase decisions </li></ul><ul><li>34% write about products and brands on their blogs </li></ul><ul><li>20% of all tweets are brand related </li></ul><ul><li>23% of social network users have added applications </li></ul><ul><li>18% of bloggers install widgets </li></ul>Nov 16, 2009
    11. 11. Social media. Shared media. <ul><li>Very different measures required. </li></ul><ul><li>Not consuming; participating </li></ul><ul><li>Co-creating the experience </li></ul><ul><li>Communities not audiences </li></ul><ul><li>To take part, you have to create part </li></ul><ul><li>Think ears and mouths, rather than eyeballs </li></ul><ul><li>Very different from the world of mass broadcast media </li></ul>Nov 16, 2009
    12. 12. How do we adapt? Nov 16, 2009
    13. 13. The user is the destination now
    14. 14. The long tail… and it’s getting longer Nov 16, 2009 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
    15. 15. Frightening Fragmentation Nov 16, 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
    16. 16. The internet is for people .
    17. 17. The internet is for people . For people to form groups
    18. 18. The internet is for people . For people to form groups Groups with shared purposes
    19. 19. 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
    20. 20. That changes everything Nov 16, 2009 stuckincustoms/
    21. 21. Three key disruptions Who gets to create content? Who gets to distribute content? Who controls the user experience?
    22. 22. 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
    23. 23. You can’t target every community of purpose They can Here’s how
    24. 24. You can’t target every community of purpose They can Here’s how
    25. 25. Nov 16, 2009 THE STAGE Scale = audience = where the eyeballs have gone Message broadcast at audience
    26. 26. Nov 16, 2009 THE STAGE But in (social) networks the broadcast message doesn’t arrive
    27. 27. Nov 16, 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
    28. 28. Nov 16, 2009 <ul><li>They share messages among </li></ul><ul><li>their groups. </li></ul><ul><li>They adapt them to suit their groups </li></ul><ul><li>They make the message theirs </li></ul>We share what we think is cool with people who (we think) will think its cool , too
    29. 29. Nov 16, 2009 <ul><li>The groups are not fixed (adhoc). </li></ul><ul><li>The message spreads when the </li></ul><ul><li>groups reform around a new purpose </li></ul>Users select what they think is cool (has utility) to take with them on their journey
    30. 30. Nov 16, 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
    31. 31. Nov 16, 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
    32. 32. Nov 16, 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
    33. 33. In social media <ul><li>WE are the (only) distribution, </li></ul><ul><li>WE are the content, </li></ul><ul><li>WE are the 'user journey', </li></ul><ul><li>WE are how messages are transmitted. </li></ul><ul><li>WE are the medium and the media carried by it </li></ul><ul><li>WE are the connections. </li></ul><ul><li>and how the connections are made. </li></ul>Nov 16, 2009
    34. 34. Same as it ever was? Nov 16, 2009
    35. 35. Key lessons for organisations
    36. 36. Key lessons for organisations 2 <ul><li>Respond </li></ul>Nov 16, 2009
    37. 37. Listen <ul><li>The conversations are happening with or without your permission. </li></ul><ul><li>They are happening everywhere people talk </li></ul><ul><li>You can listen: twitter search;, Radian6, etc </li></ul><ul><li>Listen, enable, and serve. </li></ul>Nov 16, 2009
    38. 38. Business case for listening <ul><li>70% of purchase decisions are friend-recommended. </li></ul><ul><li>How much of your current spend is focused on connecting to the conversations? </li></ul><ul><li>How much value do you currently place on these conversations? </li></ul><ul><li>If the answer isn’t 70%... </li></ul>Nov 16, 2009
    39. 39. 2. Respond <ul><li>Marketing isn’t done to them, it is done by them </li></ul><ul><li>Think less of where the eyeballs are and more about the mouths and ears </li></ul><ul><li>Place value on real-time, human interaction. </li></ul>Nov 16, 2009
    40. 40. Social media works best <ul><li>When users can adapt the message to better suit those they would share with </li></ul><ul><li>Eg Youtube’s many incarnations of the Cadbury’s gorilla ad. </li></ul><ul><li>Where they lower the technical barriers </li></ul><ul><li>Eg Pampers easy-insert of your own kids’ pictures into a Christmas video message. </li></ul>Nov 16, 2009
    41. 41. Messy kitchens Nov 16, 2009
    42. 42. Interesting + together <ul><li>Create interesting things for people to do together </li></ul><ul><li>Co-create with those you were going to do your content to/deliver a product or service to. </li></ul><ul><li>Now do it with them. </li></ul><ul><li>They’ll find that more interesting. </li></ul>Nov 16, 2009
    43. 43. Connect communities of purpose <ul><li>Make it easy for people who care to connect </li></ul><ul><li>People who care, act </li></ul><ul><li>Action creates value (makes change) </li></ul><ul><li>Their actions attract more people to the purpose by amplifying and sustaining the conversation </li></ul>Nov 16, 2009
    44. 44. Success requires: <ul><li>A willingness to relinquish control </li></ul><ul><li>Toolkits users can play with </li></ul><ul><li>Creative users </li></ul><ul><li>2&3 are in place. </li></ul><ul><li>Ready for No1? </li></ul>Nov 16, 2009 /
    45. 45. Broken media <ul><li>If you publish without allowing the reader to publish back, you state: </li></ul><ul><li>There, I'm done. </li></ul><ul><li>That's all you need to know. </li></ul><ul><li>All your questions have been answered - because I say so. </li></ul><ul><li>This is as good as it gets. </li></ul><ul><li>Me producer, you consumer. </li></ul><ul><li>Me expert, you little man/woman. </li></ul><ul><li>Nothing to be challenged here. Move along </li></ul><ul><li>Your opinion counts for zip </li></ul>Media that publishes without a comment box publishes broken
    46. 46. What makes me angry? <ul><li>Organisations 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. </li></ul><ul><li>Those who think they can 'use' us (that's me and you, kid) as a channel.  </li></ul><ul><li>Those who think the conversation is trivial. They belittle what it is to be human and the value we place on relationships. Their loss. </li></ul>Nov 16, 2009
    47. 47. Remember <ul><li>It ain’t social media if it doesn’t change your business… </li></ul>Nov 16, 2009
    48. 48. Social + Media <ul><li>Social = Groups, people, us, what we choose to do together </li></ul><ul><li>Media = Content, distribution, them, what they would seek to do to us </li></ul>Nov 16, 2009
    49. 49. Together 90:10 <ul><li>“ The people who can make the biggest difference to your college don't work for it. </li></ul><ul><li>“ Adapting to the network means they can.” </li></ul>Nov 16, 2009
    50. 50. Contact: <ul><li>David Cushman </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul><ul><li>[email_address] </li></ul><ul><li>Call or text +447736 353590 </li></ul><ul><li>Or just Google me (no, really) </li></ul>Nov 16, 2009