Greenstein Landsman Social Media Jungle

The Social Media Jungle
Leveraging Social Media for YOU (and your business)

Remember…
Powerpoint Corrupts
Absolute Powerpoint corrupts absolutely

Early Blogs
Cave Drawings annotated life, kept a record, served to inform future visitors (and “the future” was a much shorter time span back then when life span was shorter).
This was the recording, reporting, and distribution of news. Pretty primitive, but those were primitive times.

Original Citizen Journalism
And there’s always been word of mouth and the oral tradition. Even if it may once have been limited to “… ug booga booga.”

Someday our tools will probably seem equally primitive.

MEDIA EVOLVES

Death Of JFK The Assassination of John F. Kennedy was a defining moment in television .

Jon Stewart/Tucker Carlson “I won’t be your monkey”

Pundits Predicted
People said radio was dead, and newsreels were dead…
Along came Cable TV and VCRs and …
People said the Internet was just a fad
People are now saying the Internet is killing Newspapers
So let’s look at what people are talking about now, and the new ways of getting the word out

The 3-Screen world
TV
Computer Monitor
Handheld

What works on TV doesn’t always work on computer
There will always be appointment media, but the water cooler discussion will always exist, even if it moves to Twitter, social networks, etc.
TV is a lean back experience

What works on a compuer doesn’t always work on TV
PC Viewing is a “lean forward” experience. Users lean toward the screen. A more active and engaged setting.
Handheld Usage is a “multitasking experience.” A more rapid, hit-and-run, in-the-moment and transient action.
Photo credit: http://picasaweb.google.com/wzachry

Consumers dwell in an increasing Multiscreen World:
TV and the Internet are on equal footing as entertainment sources. 66 percent reported viewing from 1 to 4 hours of TV per day, vs. 60 percent who reported the same levels of personal Internet usage.
Consumers are increasingly turning to online destinations like YouTube, MySpace, Facebook, games, or mobile entertainment vs. traditional television.
Social Media is available on 2 of 3 Screens – how long until the 3 rd one shows up? Or does computer/tv merge?

Who’s Tube?
In December 2007, 77.6 Million Viewers were watching 2.3 Billion Videos
In March 2008 – 84.8 million viewers watched 4.3 billion videos (50.4 videos per viewer)
http://www.comscore.com/press/release.asp?press=2223

Nielsen Ratings from 2/4/2008

Budget Discussion
Many faceted branding campaign across all media, sending lots of messages outward
Social Media outreach, listening to customers, providing content to bloggers, creating relationships
(for now)
$$$ $ to $$

3 Screens In Summary
In the Three Screen World, effective delivery and impact of getting the message across goes from the old paradigm of impression count to a blend of impressions and impact. Delivery System Ubiquity and the variety of Media (on different screens) offer new opportunities.
The TV show or ad: Passive message introduction // initial or introductory impressions.
The Website: Active engagement and reinforcement of the message - call to action (buy our product, entice with coupon) and enable and encourage the benefit.
The Handheld: Transactive (and paperless!) reminder, coupon manifestation (via SMS or wireless or interactive RFID). Portability.

Social Media Discussion
Social Networking and Social Media
How they can support other media – YOUR media
Presence , ubiquity, search and reach, and being both engaging and accessible
Who is doing a good job connecting to their viewers, bridging the gap between screens, and connecting content and people?

Trans-Media and the Heroes Phenomenon

Not Just a TV Show
Intended as a mixed media property
Writers from properties such as Alias and Lost, which gained huge Internet followings
From the beginning, a strategy to generate content for the Net that would draw fans into the show

Sponsorship built into the plot

Sprint-sponsored content/contest for next season Hero
All “heroes” carry Sprint phones…

Learning?
If you’re creating content:
How quickly and easily can you let your fans take your content and remix it? Mash can be monster, and viral.
How easy is it for them to share with their friends? Are you enabling them to use it in their Social Networks?
Who owns your brand?
You manage your brand
Your customers decide what it means to them, every time they interact with you – or with their peers or extended networks

Feed the engines
Blogs, Twitter, LinkedIn, Flickr, Comments, YouTube, Tags, Links, all feed the Search Engine Cloud that surrounds you or your brand.
Search Drives Almost Everything today. It is today’s “Killer App”
Search is the Integrator – in all the screens. We search for TV shows, on our DVR guides, On our phones (iphone users 50% of Google search last year), and of course at our computers.

The brand that is Chris Brogan or Robert Scoble
Twitter
Flickr
Videos
Audio utterz etc
Blogs
Ever present at conferences

Take-Aways – What Old Media can teach new media
1. Repetition can be a good thing. (You can say that again)
2 all beef patties…
I’m a… he’s a….wouldn’t you like to be a…
Whatzzzzuppp??? Ahhhhh….Ahhhh.
Put Content with your Ads
Radio announcer endorsements in the 40s, Dancing Cigarette boxes in 50’s variety shows
Podcast hosts doing direct product mentions: ex: Brian Ibbot on Coverville, Mevio/Podshow model

… More takeaways
Reach and Frequency still important to many advertisers
Even if you can show Social Influence and Return on Influence, many will still want to know how many hits their page got, and how many eyeballs were ‘reached’
It’s your job to explain it both ways

Question

More Info:
http://www.land-com.net
http://blog.deanland.com
http://www.harbrooke.com
http://www.howardgreenstein.com/blog
http://www.twitter.com/deanland
http://www.twitter.com/howardgr

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Greenstein Landsman Social Media Jungle

by Howard Greenstein on Nov 13, 2008

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Greenstein Landsman Social Media Jungle — Presentation Transcript