Social, Not Media

S ci N Me i@jeremytai slideshare.com/jeremytai linkedin.com/jeremytai jeremy abbett

I MAKE NEWTHINGSOUT OF THEINTERNET. Truth Dare Double Dare

FaceControl Truth Dare Double Dare

Me i i S ci Acce i i C ec Ie

Me i i S ciAll communication is inherently social.

Storytelling

Printing Press

DistributionInformation Gutenburg Principle

1 23 4 Four Communication Revolutions

20th CenturyHow an organizationgets out a message Truth Dare Double Dare

We spend 90% of our Yet we spend 90% of ourmoney distributing an time and interest on theidea and 10% on the content of the idea andcontent of the idea. 10% on it’s distribution. via Gareth Kay Advertising’s Paradox

“ Media is less and less often about crafting a single message to be consumed by individuals, and more and often a way of creating an environment for convening and supporting groups.” Clay Shirky Author of Here Comes Everybody

Acce i i Make or be made.

Yesterday Truth Dare Double Dare

Truth Dare Double Dare

21st Centuryca. 1.7 billion* use the Internet *source Internet World Stats Truth Dare Double Dare

Jeremy Abbett | jeremy.abbett.net | twitter: jeremytai TodayTruth Dare Double Dare

The Old Scarcityis Now Abundant es s o urc ab le re il ava

The New Scarcity es s o urc ab le re il ava available attention

Truth Dare Double Dare

What’s The First ThingYou Reach For In TheMorning?a. your bed partnerb. yourselfc. your mobile Truth Dare Double Dare

Jump FencesPeople’s online behaviors arebecoming more integratedinto their ofﬂine interactions.

“ Anything that happens in social media is an extension of stuff we were already doing in some other way.” Margaret Atwood Canadian poet, novelist, essayist, and environmental activist Truth Dare Double Dare

C ec Ie Ideas informed by social behavior.

What They Make Average income including capital gains, 2008 Dollarssource: http://g-mond.parisschoolofeconomics.eu

Where are your customers online?What social information or people do yourcustomers rely on?What is your customers social inﬂuence? Whotrusts them?What are your customers social behaviors online?How do your customers use social technologies inthe context of your products?

July 13th, 2011

August 30th, 2011

September 17th, 2011

Mass Vs. Niche Speaks to the lowest- Speaks to those thatcommon-denominator are sincerely interested Mass Niche (Passive) (Active)

Fundamental Understanding Where the magic happensYour comfort zone

Create ValueAction ActionThinking Action

“ The antiglobalization movement was the ﬁrst step on the road. Back then our model was to attack the system like a pack of wolves. There was an alpha male, a wolf who led the pack, and those who followed behind. Now the model has evolved. Today we are one big swarm of people." Raimundo Viejo Pompeu Fabra University Barcelona, Spain

1. Jump Fences 2. Think Niche 3. Make StuffOnline and ofﬂine Forget broadcast If you want to changesocial behavior is demographics, and people’s attitude,becoming instead, speak to change theirindistinguishable. those that are behavior ﬁrst byCreate accordingly. sincerely interested. making interactions not broadcasts. Y . jeremy@abbett.net twitter.com/jeremytai Jeremy Tai Abbett http://jeremy.abbett.net slideshare.net/jeremytai

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Social, Not Media

by Jeremy Abbett on Dec 03, 2010

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Social, Not Media — Presentation Transcript