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What Social Media Isn’ t.
         (Poor grammar, for a start.)

              Joanne Jacobs
              cScape July 200...
Scope
                     •    Mis o e tio
                              c nc p ns
                     •    C rre tingm ...
Common misconceptions
                          • So ia m d w he s ll m re
                               c l e ia ill lp ...
Correcting the misconceptions
                            So ia Me iaisNOT:
                              c l   d
        ...
HOWEVER
   The a e e tio toe ry rule .
      re re xc p ns ve      …

   W res c l m d isim le e d
    he o ia e ia       ...
Skittles FAIL




J a J c b c a eP s nta n J 2 0
 o nne a o s Sc p re e tio uly 0 9
Habitat FAIL




J a J c b c a eP s nta n J 2 0
 o nne a o s Sc p re e tio uly 0 9
Blend-Tec WIN!




 J a J c b c a eP s nta n J 2 0
  o nne a o s Sc p re e tio uly 0 9
Social media tools and functions (1)
• Blo s
     g
   – Go d fo ne sre o
       o r: w p rting a lys , p rs na d ry
     ...
Social media tools and functions (2)
• P p ta p tfo s(e : g le o , b o rm o )
   ro rie ry la rm g urg .c m o ka y.c m
  –...
What businesses need to enable
Ne dtoc ns e firs
  e    o id r t:
  – C m unic tio s te y o thefirm
     o m a ns tra g f ...
Enabling social media


            Develop a clear Social Media Strategy

            – Vis led c e
                 ib o...
A few warnings…

                       • So ia m d isno m na e , it
                           c l e ia    t a gd
       ...
How to monitor social media
                            • Ke o to ls
                                yw rd o
             ...
When to review social media strategy
                                • Re ula a a a
                                    g ...
Social Media ‘Experts’
                 Ma s ris in So ia Me ia
                   s ive e     c l   d
                  ‘...
Joanne as an ‘Expert’
                         • W b d ve p r s e19 4
                              e e lo e inc 9
       ...
Questions?

          Ja Jcb
            o nne a o s
So ia Me iaExp rt C ns nt
  c l       d      e o ulta
Em il: jo nne j...
Image Credits
                       •    Ho es e P rro –Ma l Ma
                               m lid : a t       nue   ri...
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What Social Media Isn’t

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Presentation to cScape, July 2009

Published in: Business, Technology
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Transcript of "What Social Media Isn’t"

  1. 1. What Social Media Isn’ t. (Poor grammar, for a start.) Joanne Jacobs cScape July 2009 J a J c b c a eP s nta n J 2 0 o nne a o s Sc p re e tio uly 0 9
  2. 2. Scope • Mis o e tio c nc p ns • C rre tingm c nc p ns o c is o e tio • So ia m d to lsa func ns c l e ia o nd tio • W t yo ne dtoe b ha u e na le • Ho tom nito w o r • W n tore w he vie • ‘ e ’ Exp rts • Que tio s ns J a J c b c a eP s nta n J 2 0 o nne a o s Sc p re e tio uly 0 9
  3. 3. Common misconceptions • So ia m d w he s ll m re c l e ia ill lp e o w g ts id e • A fa e o k p g isaw y o cb o ae a f g ttingne c to e e w us m rs • Tw r s uld b us d fo p s itte ho e e r re s re a em s a e le s e s g s • Yo C s uld b b g ing ur EO ho e lo g • C m unity m na e e c n b o m a g m nt a e d neb yo o y ungp o le ep • La enum e o fo w rsis rg b rs f llo e p o o yo va a as c l ro f f ur lue s o ia md ms rc m a e ia a te o p ny J a J c b c a eP s nta n J 2 0 o nne a o s Sc p re e tio uly 0 9
  4. 4. Correcting the misconceptions So ia Me iaisNOT: c l d – A w y to p h m re a us o m rke a tingm s a e to es g s c ns e ; o um rs – An e s w y to g t p o le ay a e ep talkingp s o itive a o yo ly b ut ur p d tsa s rvic s ro uc nd e e ; – An a rna to tra itio l lte tive d na m rke ; a ting – A w y to s lvew rld p a e a o o ec. Or e n g t c ffe . ve e o e J a J c b c a eP s nta n J 2 0 o nne a o s Sc p re e tio uly 0 9
  5. 5. HOWEVER The a e e tio toe ry rule . re re xc p ns ve … W res c l m d isim le e d he o ia e ia p m nte appropriately it c n: a – e nc b nd a a ne s nha e ra w re s – d ve p c to e lo lty e lo us m r ya – a s t in m rke re e rc s is a t sa h – a s t in p d t d ve p e s is ro uc e lo m nt But it s c n’g t yo w rldp a e till a t e u o ec. Or c ffe . So o e rry. J a J c b c a eP s nta n J 2 0 o nne a o s Sc p re e tio uly 0 9
  6. 6. Skittles FAIL J a J c b c a eP s nta n J 2 0 o nne a o s Sc p re e tio uly 0 9
  7. 7. Habitat FAIL J a J c b c a eP s nta n J 2 0 o nne a o s Sc p re e tio uly 0 9
  8. 8. Blend-Tec WIN! J a J c b c a eP s nta n J 2 0 o nne a o s Sc p re e tio uly 0 9
  9. 9. Social media tools and functions (1) • Blo s g – Go d fo ne sre o o r: w p rting a lys , p rs na d ry , na is e o l ia – Ba fo p s re a e , d e b d d c m e ry. d r: re s le s s is m o ie o m nta • Wiki – Go d fo kno le g m na e e o r: w d e a g m nt – Ba fo c m unic tingw t ac m a d e d r: o m a ha o p ny o s • Fa e o k, MySp c , Be o e cb o a e b , tc – Go d fo s ta o r: us ininge tingne o xis tw rks – Ba fo e a e e g ttingne c to e d r: ng g m nt, e w us m rs • Tw r, frie fe d o r s tusto ls g re a rs itte nd e , the ta o /a g g to – Go d fo lis ning re e rc linksb c to b go re va ne ss urc s o r: te , s a h, ak lo r le nt w o e – Ba fo s lling d r: e . J a J c b c a eP s nta n J 2 0 o nne a o s Sc p re e tio uly 0 9
  10. 10. Social media tools and functions (2) • P p ta p tfo s(e : g le o , b o rm o ) ro rie ry la rm g urg .c m o ka y.c m – Go d fo nic inte s o r: he re ts – Ba fo m kingalo o m ne d r: a t f o y • Ninga o r c s dc m unity to ls nd the lo e o m o – Go d fo c s d ne o a a g g tingc nte fro like ind d o r: lo e tw rks nd g re a o nt m m e us rs e – Ba fo b a c s m s a e o w reo a a nsfa to e a e d r: ro d a t e s g s r he rg nis tio il ng g w us rs ith e • Flic Yo kr, uTub , De io a o r s c l s ra e e lic us nd the o ia to g – Go d fo s ringm d , s ringre o e , e o g us r-le o r: to e ia ha s urc s nc ura ing e d p d tio ro uc n – Ba fo m na e e a c ntro o b nd im g d r: a g m nt nd o l f ra ae J a J c b c a eP s nta n J 2 0 o nne a o s Sc p re e tio uly 0 9
  11. 11. What businesses need to enable Ne dtoc ns e firs e o id r t: – C m unic tio s te y o thefirm o m a ns tra g f ; – Ma t re e rc a tivitie ; rke s a h c s – P d t p to ingp c e ; ro uc ro typ ra tic s – C nt re o ingo c to e s rvic ; urre s urc f us m r e e – W t info a n thefirmw he to s re ha rm tio is s ha ; – Ho thefirmw he to b p rc ive a a info a n s urc . w is s e e e d s n rm tio o e The e b n na lings te ie c n b d ve p d tra g s a e e lo e … J a J c b c a eP s nta n J 2 0 o nne a o s Sc p re e tio uly 0 9
  12. 12. Enabling social media Develop a clear Social Media Strategy – Vis led c e ib o um nt; – Sho b s je t to c ng w ut uld e ub c ha e itho b a ra re e lo m nt; ure uc tic d ve p e – Ne d toid ntify re p ns ility fo c nte es e s o ib r o nt c ntrib n; o utio – Sho no re uireb a ra a p va uld t q ure uc tic p ro l p c s e fo c m a c ntrib rs ro e s s r o p ny o uto ; – Sho b re p ns tom rke (w e nd d uld e s o ive a t e ke s o no e t o t xis nline no d e ning ). , r o ve s J a J c b c a eP s nta n J 2 0 o nne a o s Sc p re e tio uly 0 9
  13. 13. A few warnings… • So ia m d isno m na e , it c l e ia t a gd isfa ilita d c te . • Tra itio l m rke rsa P d na a te nd R p o led n’m kena l s c l ep o t a tura o ia m d s te is . e ia tra g ts • J t b c us Ge us e a e nY-e ars re yo ungd e n’m a the kno o s t en y w ho to e c s c l m d w xe ute o ia e ia s te ie . tra g s J a J c b c a eP s nta n J 2 0 o nne a o s Sc p re e tio uly 0 9
  14. 14. How to monitor social media • Ke o to ls yw rd o – Go g a rts ne sa rts ta o le le , w le , g tra kingo tw r c n itte • Analytics – Go g o p fe s na o o le r ro s io l n firm ss ’ ite – Trib a lys o o r s s e na is n the ite • Blo m nito g o ring • Us b a ility m nito o ring • Eng g m nt m nito ae e o ring • SEO, d ita a e y s rvic s ig l g nc e e J a J c b c a eP s nta n J 2 0 o nne a o s Sc p re e tio uly 0 9
  15. 15. When to review social media strategy • Re ula a a a g rly, nd lw ys a a o he d f: – A ne c m a n; w a p ig – A ne p d t la h; w ro uc unc – P d t d ve p e ro uc e lo m nt; – Ma t re e rc rke s a h. • Alw ysinc eFAILURE a lud c riafo s c l m d in rite r o ia e ia as te y, s e ifyingd te tra g p c a s fo a c m lis r c o p hing o je tive . b c s J a J c b c a eP s nta n J 2 0 o nne a o s Sc p re e tio uly 0 9
  16. 16. Social Media ‘Experts’ Ma s ris in So ia Me ia s ive e c l d ‘ e ’ nd‘ o ulta ’ Exp rts a C ns nts An e e iss m o w ha “ xp rt o e ne ho s a p lo e o inte e ro ng d r ns e e nc thro h p c e xp rie e ug ra tic a e uc tio in ap rtic r nd d a n a ula fie ” ld . Tha m a m retha 2ye rs t e ns o n a . J a J c b c a eP s nta n J 2 0 o nne a o s Sc p re e tio uly 0 9
  17. 17. Joanne as an ‘Expert’ • W b d ve p r s e19 4 e e lo e inc 9 • C a do re te nlinee uc tio l d a na p d tss e19 6 ro uc inc 9 • Unive ity le ture in rs c r c m unic tio a s te icus o m a n nd tra g e o info a n te hno g fo 13 f rm tio c lo y r ye rs a • P je t a P g m e ro c nd ro ra m Ma g r a Inte c n De ig na e t ra tio s n Re e rc fa ility in Aus lia sa h c tra • P lis d ab o o Us so ub he ok n e f Blo sin 2 0 g 06 • Ra ac m a in theUK n o p ny d ve p c m e ia s c l e lo ing o m rc l o ia ne o tw rkings s ite J a J c b c a eP s nta n J 2 0 o nne a o s Sc p re e tio uly 0 9
  18. 18. Questions? Ja Jcb o nne a o s So ia Me iaExp rt C ns nt c l d e o ulta Em il: jo nne jo nne c b .ne a a @ a ja o s t Offic : 0 0 14 9 4 e 28 4 38 Mo : 0 4 3 2 8 b 79 8 18 9 Tw r: @ jo nne c b itte a ja o s Skyp : b s jj e gb J a J c b c a eP s nta n J 2 0 o nne a o s Sc p re e tio uly 0 9
  19. 19. Image Credits • Ho es e P rro –Ma l Ma m lid : a t nue rin: http rm .s tic kr.c m 4 /79 9 0 12 a 75 2 g v=0 ://fa 2 ta .flic o /13 4 76 778 _0 8 9 c .jp ? • Slid 2 Sa Mo y: http e : ve ne ://vrro m a o u/p o .na .g v.a rint/?ID=19 0 33 • Slid 3 O RLY: e : http a ha le o /w -c nte ://m s b .c m p o nt/up a s 0 9 3 _rly.jp lo d /2 0 /0 /o g • Slid 4 C o C ffe 19 0 e : up f o e 5 : http w .flic o /p to /2 15 4 9 N0 / ://w w kr.c m ho s 5 2 4 @ 6 • Slid 5 C ffe : e : o e http w .flic o /p to /g nka ://w w kr.c m ho s unja run/2 4 5 2 7/ 6 13 2 9 • Slid 12 Stra g e : te y: http w .flic o /p to /p ha 2 3 116 3 / ://w w kr.c m ho s s n4 7/2 3 2 10 • Slid 13 W rning : e : a s http w .flic o /p to /g g e 4 16 /s s / ://w w kr.c m ho s re ve n/6 2 8 ize /o • Slid 14Surve nc : e illa e http w .flic o /p to /s ith/2 9 3 13 / ://w w kr.c m ho s m 580 5 • Slid 15 Tim : http w .flic o /p to /ko n/3 0 5 10 e : e ://w w kr.c m ho s _a 18 2 4 / • Slid 16 Exp rt: e : e http w .flic o /p to /jo s b tnik/3 70 0 6 / ://w w kr.c m ho s e hla o 9 834 • Im g C d s e a e re it lid : http a s he zb e ://ic nha c e urg r.file .w rd re s o /2 0 /0 s o p s .c m 0 8 7/funny-p ture -flo ic s J a J c b c a eP s nta n J 2 0 o nne a o s Sc p re e tio uly 0 9
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