The impact and etiquette of social media

The Impact & the Etiquette of Social Media David Cushman

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, Gambling Compliance, The Met Police, Coca Cola etc
Trustee of UK charity Citizens Online
Ex-Director of Social Media at BrandoSocial
Currently MD 90:10 Ltd (Ninety10group.com)
Nov 16, 2009

Context Nov 16, 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!
Nov 16, 2009

Power?
Every hotel
Every restaurant
Every shop
Everywhere…
Nov 16, 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
Nov 16, 2009

Social media
Is not : A channel (it’s a network)
Nov 16, 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
Nov 16, 2009

We’re all publishers now
300m 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!
Nov 16, 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
Nov 16, 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
Nov 16, 2009

How do we adapt? Nov 16, 2009

The user is the destination now

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

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

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 Nov 16, 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

Nov 16, 2009 THE STAGE Scale = audience = where the eyeballs have gone Message broadcast at audience

Nov 16, 2009 THE STAGE But in (social) networks the broadcast message doesn’t arrive

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

Nov 16, 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

Nov 16, 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

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

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

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

In social media
WE are the (only) 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.
Nov 16, 2009

Same as it ever was? Nov 16, 2009

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

Key lessons for organisations 2
Respond
Nov 16, 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.
Nov 16, 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%...
Nov 16, 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.
Nov 16, 2009

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.
Nov 16, 2009

Messy kitchens Nov 16, 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.
Nov 16, 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
Nov 16, 2009

Success requires:
A willingness to relinquish control
Toolkits users can play with
Creative users
2&3 are in place.
Ready for No1?
Nov 16, 2009 http://flickr.com/photos/darwinbell /

Broken media
If you publish without allowing the reader to publish back, you state:
There, I'm done.
That's all you need to know.
All your questions have been answered - because I say so.
This is as good as it gets.
Me producer, you consumer.
Me expert, you little man/woman.
Nothing to be challenged here. Move along
Your opinion counts for zip
Media that publishes without a comment box publishes broken

What makes me angry?
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.
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.
Nov 16, 2009

Remember
It ain’t social media if it doesn’t change your business…
Nov 16, 2009

Social + Media
Social = Groups, people, us, what we choose to do together
Media = Content, distribution, them, what they would seek to do to us
Nov 16, 2009

Together 90:10
“ The people who can make the biggest difference to your college don't work for it.
“ Adapting to the network means they can.”
Nov 16, 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)
Nov 16, 2009

The impact and etiquette of social media

by david cushman on Nov 16, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

1 Embed 43

Statistics

The impact and etiquette of social media — Presentation Transcript