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Using + Social Media = Fail

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My keynote for the 'social media marketing' theatre at #Online09 at Olympia. London, Dec 1, 2009

My keynote for the 'social media marketing' theatre at #Online09 at Olympia. London, Dec 1, 2009

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  • When the printing press arrived I daresay there were futurists and consultants of every hue (likely called diviners and astrologers back then) who predicted the future was all about paper – and big clanky printing presses.But it wasn’t – it was about the impact of new information flows and how people and society changed in response to this new freer, less church/state controlled flow of informationJust as now, the future is not about the tools and the platforms we use to exchange information – it is about what changes as a result of their use – what we discover about ourselvesIt is self-organising.
  • Only the best adapted survive.
  • Transcript

    • 1. Using + social media = fail
      Participation reveals real ROI for everyone involved
    • 2. The future isn’t digital
    • 3. What’s the next tool?
    • 4. What’s the next tool?
    • 5. What’s the next tool?
    • 6. What’s the next tool?
    • 7. What’s the next tool?
    • 8. Don’t need to worry about that
      Worry less about what the tech is
      Understand what people are doing, with each other, with the tech
    • 9. The future is self-organised
      The social technologies we now have bring people together; people who care about the same things
      They find each other, they create their own content, they distribute it to each other
    • 10. Wiki-fixing the world
      They aren’t sitting around waiting to be told what to do.
      They are getting on with wikifixing the world, niche by niche.
    • 11. Social + Media = change
    • 12. No social without media
      The media side is where we pass on messages from one to another, do the viral thing, create content and publish it - in social networks and on blogs and in tweets.
      It is where we fulfil those multiple roles that once were the sole domain of the media industry - we publish, we advertise and market (to our peers).
      We distribute: through peer-to-peer pass on.
      We do it all in networks rather than channels,
      Real-time rather than their time
      Many-to-many rather than one-to-many.
    • 13. It’s Media, Jim, but not as we know it
      This is where any and everyone:
      Creates the content
      Distributes the content
      Controls their own user experience.
      Where the user (not your website) is the destination now
    • 14. You can’t buy space in their conversations
      ...or target all the niches they form
    • 15. 25-Nov-09
      THE STAGE
      Message broadcast at audience
      Scale = audience = where the eyeballs have gone
      15
    • 16. 25-Nov-09
      THE STAGE
      But in (social) networks the broadcast message doesn’t arrive
      16
    • 17. 25-Nov-09
      They aren’t looking
      at The Stage.
      They are looking
      at each other
      Scale = lots of communities of purpose = where the eyeballs are focused
      17
    • 18. 25-Nov-09
      • They share messages among
      their groups.
      • They adapt them to suit their groups
      • 19. They make the message theirs
      We share what we think is cool with people who (we think) will think its cool, too
      18
    • 20. 25-Nov-09
      • The groups are not fixed (adhoc).
      • 21. 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
      19
    • 22. 25-Nov-09
      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
      20
    • 23. 25-Nov-09
      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
      21
    • 24. 25-Nov-09
      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
      22
    • 25. But where’s the value?
      It isn’t in the fact that comms happen
    • 26. But where’s the value?
      It isn’t in the fact that comms happen
      It is in what happens as a result of those comms
    • 27. But where’s the value?
      It isn’t in the fact that comms happen
      It is in what happens as a result of those comms
      It is in what people are doing together with ‘the tech’.
    • 28. The real ROI is wiki-fixing the world
      • The value of the comms is in what all our expressions of meta-data lead to:
      • 29. New, fast, user-centric, efficiencies through group-forming.
      • 30. Our media-like activity brings us together with people seeking to solve the same problem or improve the same experience that matters to us.
      • 31. This is where the efficiencies happen. Niche by niche.
    • A small example
      • A social technology (Twitter) is created (social)
      • 32. I (social) tweet a complaint about a brand (media)
      • 33. A person (social) representing the brand uses social tech to listen (social)
      • 34. The person (social) contacts me (media)
      • 35. We engage in conversation (media)
      • 36. My problem is resolved (social)
      • 37. The person representing the brand (social) discovers a way to improve their current system - making it more efficient for all (social)
      • 38. I (social) tweet to say how pleased I am with outcome (media)
      • 39. I (social) recommend the brand rep to my peers (social)
    • Twitter
      Facebook apps
      The iPhone app shop
      Wikipedia (of course)
      Other examples
    • 40. But it’s not just in the valley...
    • 41. Making a dog’s dinner out of social media...
      Del Monte's participation in social media resulted in the co-creation, from R&D to successful market launch in stores, of a new pet food.
      They made a dog's dinner of it - in six weeks. (May 09)
    • 42. Barking up the right tree
    • 43. It’s a fitness landscape out there...
      Only the best adapted survive
    • 44. More pegs, more round, more often
    • 45. Throw away your hammers; open your doors
    • 46. Broken business
      Inspired by Clay Shirky:
      ‘A screen that ships without a mouse, ships broken’)
      Media that publishes without a comment box, publishes brokenPublishing without being open to contribution, is the wrong model for the networked world:
    • 47. Your opinion counts for zip
      Extraordinary attitude says:
      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
    • 48. 'A business that operates without a comment box, operates broken'
    • 49. Open for business
      'A business that operates without a comment box, operates broken'
      A business that fails to open to the riches of feedback loops, real-time co-creation and wikifixing of the power of the network is a business at risk of being defeated by those that are.
      Next to those from the self-organised future, it is broken.
    • 50. Landroverowner
      Crowd sourced QA
      Made something they wanted
      Made something they defended
      Made something they marketed
      flickr.com/photos/indigoprime
    • 51. Listen and learn
      • @BTCare
      • 52. District Council Services
      • 53. Etc etc etc…
    • What the money is waiting to follow
      300m on Facebook; 59m on Twitter - but where’s the business model?
      The emerging value of social tech is not in the platforms, tools or the comms – it is in efficiencies they bring
    • 54. Social + Media = direct ROI
      Adapting business to the networked world shows direct return on investment
      It streamlines businesses, creates new orders of efficiency in everything from product development, to marketing, to recruitment, to you name it...
      It delivers business models (and businesses) adapted to the networked world.
      That enables businesses to thrive in a rapidly transforming world.
    • 55. Remember
      It ain’t social+media if it doesn’t change your business
    • 56. I don’t have all the answers
      The people who can make the biggest difference to your company or organisation don’t work for it.
      Adapting to the network means that they can
    • 57. David Cushman
      Managing Director
      Ninety10group.com
      david@ninety10group.com
      Call or text +44 (0)7736 353590
      FasterFuture.blogspot.com
      twitter.com/davidcushman
      45
      25-Nov-09
    • 58. All images
      All images in this presentation are available under a creative commons licence on Flickr.com

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