How Social Media is Changing the World

What is Social Media? What is the key defining factor? What is web 2.0?

What is the key defining factor?

What is web 2.0?

Blog vs. Website What is the difference between a blog and a website?

What is the difference between a blog and a website?

Traditional Websites Generally static content One way stream of communication Technically it uses HTML, DHTML, Flash More flexible but harder to manager

Generally static content

One way stream of communication

Technically it uses HTML, DHTML, Flash

More flexible but harder to manager

Blog Blogs were the original social media platform User generated content Quick and easy to update No/little technical knowledge needed Technically, uses XML/RSS Two way communication

Blogs were the original social media platform

User generated content

Quick and easy to update

No/little technical knowledge needed

Technically, uses XML/RSS

Two way communication

Fundamental Changes 62% of content consumed by people born after 1980 is created by someone they know

User Generated Content

Traditional Content Model

New Content Model

New Content Model

U.G. Content - Summary Shift in content Content is influence and content attracts advertisers User generated content is the new dominant form of content

Shift in content

Content is influence and content attracts advertisers

User generated content is the new dominant form of content

Customer to Audience to Community

Customer to Audience Internet users are savvy, spoilt for choice and don’t want to be bothered by brands/ads If you want to engage with them, you have to entertain them. Lies & patronisation (PR speak) does not work with them because of ease access to information

Internet users are savvy, spoilt for choice and don’t want to be bothered by brands/ads

If you want to engage with them, you have to entertain them.

Lies & patronisation (PR speak) does not work with them because of ease access to information

Will it Blend?

Customer to Community

Customer to Community Active communities are a set of individuals joined by a common interest, with a meeting point to discuss these common interests

Active communities are a set of individuals joined by a common interest, with a meeting point to discuss these common interests

Customer to Community Social media creates ‘meeting points’ for users across the globe People are talking about brands whether the brands get involved or not The ability to join groups of shared interest creates ultra-niching Creating need for Community Managers and builders

Social media creates ‘meeting points’ for users across the globe

People are talking about brands whether the brands get involved or not

The ability to join groups of shared interest creates ultra-niching

Creating need for Community Managers and builders

Ultra Niching “Your audience is more fragmented than ever before making them harder to find but easier to define”.

“Your audience is more fragmented than ever before making them harder to find but easier to define”.

Ultra Niching Much smaller groups but many more to target (demographics no good) Birth of true psychometric advertising Broadcast marketing less effective Forceful communications shunned

Much smaller groups but many more to target (demographics no good)

Birth of true psychometric advertising

Broadcast marketing less effective

Forceful communications shunned

“ The Democratic Web” “ The reason the social web sits so well with people is that it is run democratically, a concept that all people are used to”. Democracy Monument, Bangkok, Thailand

“ The reason the social web sits so well with people is that it is run democratically, a concept that all people are used to”.

Democratic Web Is the Internet is the best run democracy? Voting/social filtering starting to play an important role Run by the people for people

Is the Internet is the best run democracy?

Voting/social filtering starting to play an important role

Run by the people for people

Social Filtering

Peer voting makes quality content more visible Tagging/interest preferences Technorati authority Social bookmarking StumbleUpon Digg Reddit Social Filtering

Peer voting makes quality content more visible

Tagging/interest preferences

Technorati authority

Social bookmarking

StumbleUpon

Digg

Reddit

How Big is Social Media? Over 70 million videos on Youtube 133 million blogs 346 million blog readers 77% of active Internet users read blogs 1.1 billion tweets on Twitter to date 700 million photos added to Facebook daily 150 million users on Facebook

Over 70 million videos on Youtube

133 million blogs

346 million blog readers

77% of active Internet users read blogs

1.1 billion tweets on Twitter to date

700 million photos added to Facebook daily

150 million users on Facebook

Real life examples Zopa Ebbsfleet united Compare the Meerkat Obama Campaign www.usnowfilm.com/clips

Zopa Social banking Know where your money comes from

Social banking

Know where your money comes from

Ebbsfleet United Fan managed football club Great example of social voting working in real life

Fan managed football club

Great example of social voting working in real life

Compare the Meerkat Compare the Meerkat. Aleksander has 1064 followers. Would they bother following comparethemarket? Another example of a boring brand using social media to turn customers into an audience. Watch vids, compare meerkats, interact with a brand without really feeling like you are being advertised to He’s even on TwitorFit! http:// www.twitorfit.com/Aleksandr_Orlov

Compare the Meerkat. Aleksander has 1064 followers. Would they bother following comparethemarket? Another example of a boring brand using social media to turn customers into an audience.

Watch vids, compare meerkats, interact with a brand without really feeling like you are being advertised to

He’s even on TwitorFit! http:// www.twitorfit.com/Aleksandr_Orlov

Thank You skype: jonin60seconds [email_address] Twitter.com/jonin60seconds

User power The influence of the consumer has multiplied through unified online voices. Consumer research at your fingertips, finding the truth to claims in minute. Your customer has become your community. Communities talk most when they are either very happy or very angry.

The influence of the consumer has multiplied through unified online voices.

Consumer research at your fingertips, finding the truth to claims in minute.

Your customer has become your community. Communities talk most when they are either very happy or very angry.