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Now, Next, Why | Gual Barwell, Contagious | iStrategy Sydney 2010


The Now, Next and Why of Social Media by Gual Barwell of Contagious during iStrategy Sydney 2010.

The Now, Next and Why of Social Media by Gual Barwell of Contagious during iStrategy Sydney 2010.

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  • 1. NOW / NEXT / WHY /
  • 2. CONTAGIOUS /Social Media / “Anything invented before you were 18 has been there forever. Anything that turns up before youre 30 is new and exciting. Anything after that is a threat to the world and must be destroyed.” / Douglas Adams / How to Stop Worrying and Learn to Love the Internet
  • 3. CONTAGIOUS /Social Media / ‘The world spends 110 billion minutes a day on social networks and blogs. This is 22% of all time spent online… HOWEVER! Marketers this year are expected to spend about $1.7 billion on social networks—just 6.7% of the total $25.1 billion market for online advertising.’ Source: Nielsen & eMarketer
  • 4. CONTAGIOUS /Social Media / The networks are your friends…
  • 5. CONTAGIOUS /Social Media / Show vs. Tell
  • 6. CONTAGIOUS /Social Media / From Sustained Presence...
  • 7. CONTAGIOUS /Social Media / ….to spikes of interest…
  • 8. CONTAGIOUS /Social Media / …to Product Development.
  • 9. 1. RedBalloon Conversation
  • 10. CONTAGIOUS /Social Media / Useful / Relevant / Entertaining
  • 11. CONTAGIOUS /Social Media / The emotional power of response. ‘Sometimes you stare into the abyss, and the abyss stares back.’ – Nietszche
  • 12. CONTAGIOUS /Social Media / A cry in the dark…
  • 13. CONTAGIOUS /Social Media / …and the power of response
  • 14. What Worked – Content & Tone
  • 15. Social Media – Online Content
  • 16. Social Media Facebook• Personal.• Regular updates.• Communicate with users.• Builds community• Push back to websites and on-air.
  • 17. Social Media Twitter• Intimate – owned by talent• One to one relationship with audience• Update images directly from their phone• 24/7 contact with talent• Genuine conversations with stars• Greater opportunity for viral seeding
  • 18. Media Value
  • 19. 2. It’s up to them
  • 20. CONTAGIOUS /Social Media / It hurts…but prioritise engagement over reach.
  • 21. CONTAGIOUS /Social Media / ‘When it comes to social media communities, size isn’t everything – I’d rather have 100 highly engaged fans on a Facebook page who actually share and discuss content than 1,000,000 fans who aren’t active at all.’ Graeme Boyd Consultant Community Manager / XBOX EMEA
  • 22. CONTAGIOUS /Social Media / Jetstar / Whats Your Story
  • 23. CONTAGIOUS /Social Media / Jetstar / Whats Your Story
  • 24. CONTAGIOUS /Social Media / Jetstar / Whats Your Story
  • 25. 3. Know what you stand for
  • 26. CONTAGIOUS /Social Media / Start with an insight, not a media plan.
  • 27. CONTAGIOUS /Social Media / Gatorade / No Small Games
  • 28. CONTAGIOUS /Social Media / Gatorade / Social Media War Room
  • 29. CONTAGIOUS /Social Media / QuickTime™ and a YUV420 codec decompressor are needed to see this picture. Gatorade / Replay
  • 30. 4. The real world
  • 31. CONTAGIOUS /Social Media / Be prolific rather than precious.
  • 32. CONTAGIOUS /Social Media / QuickTime™ and a decompressor are needed to see this picture. Earth Hour
  • 33. CONTAGIOUS /Social Media / From inspired individuals Five Students organize Earth Hour in Casablanca, Morocco for the first time and run an event in North Africa’s largest IT park and get the mayor of Casablanca to commit to Earth Hour. They found us and established first contact on Twitter. EH Organisers
  • 34. CONTAGIOUS /Social Media / To creative celebrities The climate-car in Italy driven by two celebrity DJ’s was a mobile voting booth which collected votes for Copenhagen in 2009. This was an example of an offline element of the campaign EH Organisers
  • 35. CONTAGIOUS /Social Media / To the largest event organisersThe Egypt skyline showing The Sphinxand The Pyramids are seen before andafter the lights are switched off for EarthHour on March 27, 2010 in Cairo, Egypt.© Jason Larkin EH Organisers
  • 36. CONTAGIOUS /Social Media / EH Organisers
  • 37. CONTAGIOUS /Social Media / Number 1 Trending topic on Twitter (27/3) 2.2 % of all tweets EH-related (27/3) Supported by super users Kylie Minogue, Coldplay, Ashton Kutcher and more In one 60-min period EH had over 3.36 million impressions
  • 38. CONTAGIOUS /Social Media / Number of people who interacted with EH via social media 16.7 Million Over half a million YouTube views of EH2010 DVD 1,965 photos of EH uploaded to Flickr 1.48 Million unique visitors from 205 countries (on the day of Earth Hour) EH a portal for 92 websites and blogs
  • 39. CONTAGIOUS /Social Media / Thousands of user-generated media/activity Social Media / User Generated Media
  • 40. CONTAGIOUS /Social Media / Pepsi / The Ultimate Challenger
  • 41. CONTAGIOUS /Social Media / Pepsi / Evolving Platform
  • 42. 5. Who knows where it will go
  • 43. CONTAGIOUS /Social Media / Look at what it does, and only THEN use it.
  • 44. CONTAGIOUS /Social Media / The Social Supply Chain / Hippo
  • 45. CONTAGIOUS /Social Media / QuickTime™ and a YUV420 codec decompressor are needed to see this picture. The Social Supply Chain / Hippo
  • 46. CONTAGIOUS /Social Media / Useful / Relevant / Entertaining
  • 47. CONTAGIOUS /Social Media / Remember it’s for actual people
  • 48. CONTAGIOUS /Social Media / Be brave! And make mistakes…