Social and you: navigating new media and your business

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This is a presentation I did for speech at the SOHO Vancouver conference.

It traces the evolution of media from the stone age to Facebook timeline (briefly) and explores what the wholesale shift of our culture going online means for your business.

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  • 2005 – a bespoke tailor on Savile row – needed more business – started a blog about the art of bespoke suits - full up with business … Thomas Mahon … blog: English Cut2006 - son of a corner liquor store in New Jersey – started a video blog about wine – today he sells $70M worth of wine online each year … Gary Vaynerchuck … WineLibrary.comGo big or stay busy: social is an essential tool in your arsenal
  • MalcolmGladwell
  • Jesse Eisenberg playing MarkZuckerberg in The Social Network
  • First website, ever. Tim Berners-Lee @ CERN, 1991, Geneva.
  • Today: north of 40 billion webpages in Google’s index. Ummm … wow.
  • 2 years ago!!!
  • NEW “Ticker” at the side …
  • “Ticker” at the side …
  • 2005 – a bespoke tailor on Savile row – needed more business – started a blog about the art of bespoke suits - full up with business … Thomas Mahon2006 - son of a corner liquor store in New Jersey – started a video blog about wine – now has probably the biggest-selling wine store online … Gary VaynerchuckGo big or stay busy: social is an essential tool in your arsenal
  • Social and you: navigating new media and your business

    1. 1. Social and You<br />Navigating new media and your business<br />sparkplug9.com<br />john.koetsier@canpages.ca<br />@Canpages<br />facebook.com/Canpages<br />
    2. 2.
    3. 3. EVERYTHINGYOUKNOWIS WRONG <br />
    4. 4.
    5. 5. YOU HAVE PRECISELY 37.5% OF MY ATTENTION<br />
    6. 6.
    7. 7. HAIRIS LIKE, SOOVERRATED<br />
    8. 8. OK, fine, starting the actual presentation now ….<br />
    9. 9. Why are we talking about social media?<br />
    10. 10.
    11. 11. On the internet, EVERYBODY knows you’re a dog<br />
    12. 12. Even if they’re wrong<br />
    13. 13. Mostly because of what we loosely call “social media”<br />
    14. 14. Let’s learn a bit about ourselves …<br />
    15. 15.
    16. 16. What we’re going to talk about<br />The evolution of omniscience<br />AKA the dataverse<br />How people know which data is worth paying attention to<br />The future™<br />4 practical, simple steps<br />Radical solution<br />
    17. 17.
    18. 18.
    19. 19. In the beginning, the dataverse had no independent existence<br />
    20. 20. You paid attention to what chief Ug said… as long as Ug was around<br />
    21. 21.
    22. 22. All of a sudden, the dataverse had an independent existence<br />
    23. 23.
    24. 24. Even if it wasn’t very portable<br />
    25. 25.
    26. 26. And it could rot in wet environments<br />
    27. 27.
    28. 28. And could only be accessed by trained & expensive professionals<br />
    29. 29. In all written media … books …<br />
    30. 30. We paid attention to what old dead guys had written (yeah, mostly guys)<br />
    31. 31.
    32. 32.
    33. 33. We paid attention to words in BIG BOLD LETTERS<br />
    34. 34.
    35. 35. We paid attention to stuff with good ratings<br />
    36. 36.
    37. 37.
    38. 38. The internet changed everything … but not right away<br />
    39. 39.
    40. 40. We (a couple thousand of us) paid attention to ANY website<br />
    41. 41. But there started to be a lot of them<br />
    42. 42.
    43. 43. We paid attention to websites in the internet phone book … the directories<br />
    44. 44.
    45. 45. We pay attention to stuff that ranks well in Google<br />
    46. 46.
    47. 47. We pay attention to things our friends talk about<br />
    48. 48.
    49. 49. We pay attention to things our friends like<br />
    50. 50.
    51. 51.
    52. 52. In the new Facebook, sharing isn’t a choice … it’s the default<br />
    53. 53. So essentially, we’re back to what Ug said …<br />
    54. 54. With the small exception that a LOT more people can read/find/search/comment/share/add/edit/reply<br />
    55. 55. And, everything you say is saved forever …<br />
    56. 56.
    57. 57.
    58. 58. What does that mean for your business?<br />
    59. 59. 2.1B internet users1.5B on social networks800M on Facebook200M+ on Qzone200M on Twitter100M+ on RenRen<br />
    60. 60. It means our entire culture is moving online<br />
    61. 61. What does that mean for your business?<br />
    62. 62.
    63. 63.
    64. 64. Everything I could hope for but <br />Postman made me sign for it at <br />the post office. Such Hassel!<br />http://reviews.ebay.ca/Wackiest-Neutral-amp-Negative-Feedbacks-Ever-Left_W0QQugidZ10000000003239596<br />
    65. 65. Ordered makeup & revd quickly. <br />But brother says I am still ugly. <br />Product obviously does not work!<br />
    66. 66. Excellent communication, but seller <br />didn't poke holes in box before <br />shipping kitten.<br />
    67. 67. Item arrived broken and does not <br />work. I still believe in Jesus Christ <br />though!<br />
    68. 68. But there is a more important implication …<br />
    69. 69.
    70. 70. Boring stuff dies<br />
    71. 71. Unremarkable stuff dies<br />
    72. 72. Irrelevant stuff dies<br />
    73. 73. And … if you’re not visible, you don’t exist<br />
    74. 74. So … what can you do about it?<br />
    75. 75. First, claim your space … (personal & brand)<br />
    76. 76.
    77. 77. Really?<br />
    78. 78. Claim a bunch, pick 2 or 3<br />
    79. 79.
    80. 80. Start gentle engagement … mostly listening. Feel your way through.<br />
    81. 81. While you’re at it, claim and/or set up your profile on directories<br />
    82. 82.
    83. 83. Now make certain all the info is synchronized<br />
    84. 84. And link up all your profiles, with links back to your website also …<br />
    85. 85. Now your feet are wet<br />
    86. 86. Second, evaluate your brand<br />
    87. 87. Your brand is you<br />
    88. 88.
    89. 89.
    90. 90. Your brand is what you do<br />
    91. 91. And …<br />
    92. 92. What people seeWhat people likeWhat people tweetWhat people stumbleWhat people reviewWhat people talk aboutWhat they +1 <br />
    93. 93. This has always been the case<br />
    94. 94. But now the message is amplified<br />
    95. 95. And long-lived<br />
    96. 96. Remember those 2 or 3?<br />
    97. 97.
    98. 98. Third, feed 2 of them<br />
    99. 99. But pay yourself first!<br />
    100. 100.
    101. 101. Remember: interesting, remarkable, relevant<br />
    102. 102. Now you’re feeding the data monster<br />
    103. 103. Why?<br />
    104. 104. 2.1B internet users1.5B on social networks800M on Facebook200M+ on Qzone200M on Twitter100M+ on RenRen<br />
    105. 105. We go where the clients are<br />
    106. 106. And …<br />
    107. 107.
    108. 108. Finally …<br />
    109. 109. Fourth … set up some monitoring<br />
    110. 110.
    111. 111.
    112. 112. So … where are we?<br />
    113. 113. In the global village<br />
    114. 114. Everyone knows you get drunk on Fridays<br />
    115. 115. And spend too much time at the widow’s cottage …<br />
    116. 116. Radical transparency is the<br />future…<br />
    117. 117. Radical openness<br />
    118. 118. Radical visibility<br />
    119. 119. Radical conversation<br />
    120. 120. Radical brand<br />
    121. 121. Radically social<br />
    122. 122. Radically discoverable<br />
    123. 123. Radically sharable<br />
    124. 124. Radically viable<br />
    125. 125.
    126. 126.
    127. 127. Social and You<br />Navigating new media and your business<br />sparkplug9.com<br />john.koetsier@canpages.ca<br />@Canpages<br />facebook.com/Canpages<br />
    128. 128.
    129. 129.
    130. 130. Backup slides<br />Whatever happens, under any circumstances, do NOT let anyone see the following slides<br />Ever<br />Did you not hear me?<br />I said ever<br />NO I don’t mean never!<br />Whatever, you know what I mean<br />
    131. 131.
    132. 132. HI. SOCIAL ROCKS.GOODBYE.NOW I HAVE 92 CHARACTERS LEFT.<br />
    133. 133.
    134. 134. LUV ALL M LIL MONSTERS XOXOXO HRU 2NITE?<br />
    135. 135. Data traded universal accessibility for longevity (and exclusivity)<br />
    136. 136. Mass media returned universality of consumption but consolidated creative access in the hands of broadcasters<br />

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