Greenstein Landsman Social Media Jungle
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Greenstein Landsman Social Media Jungle

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Howard Greenstein and Dean Landsman's Presentation at the Social Media Jungle 2008

Howard Greenstein and Dean Landsman's Presentation at the Social Media Jungle 2008

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Greenstein Landsman Social Media Jungle Greenstein Landsman Social Media Jungle Presentation Transcript

  • 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
  •  
    • aada
  • 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