Katy Lindemann - Battle Of Big Thinking 2009
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Katy Lindemann - Battle Of Big Thinking 2009

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3 min presentation in the Open Mic (Under 30 Big Thinkers) section of the APG Battle of Big Thinking 2009 [and yes you may notice that it's a slimmed down version of my 'Demystifying Social Media in ...

3 min presentation in the Open Mic (Under 30 Big Thinkers) section of the APG Battle of Big Thinking 2009 [and yes you may notice that it's a slimmed down version of my 'Demystifying Social Media in 7.5 mins talk!]

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Katy Lindemann - Battle Of Big Thinking 2009 Katy Lindemann - Battle Of Big Thinking 2009 Document Transcript

  • Confronting the elephant in the room… Katy Lindemann Naked Communications APG Battle of Big Thinking – 26th Nov 09 Hi,
my
name’s
Katy
and
I’m
a
senior
strategist
at
Naked
Communica8ons.
I’ve
only
got
3
mins
so
without
 further
ado…
  • YOU MAY HAVE NOTICED THE ODD BIT OF BUZZ ABOUT SOCIAL MEDIA… Cartoon © Gapingvoid.com Right.
Social
Media.
You’ve
probably
no8ced
the
odd
bit
of
buzz
about
it.
 
 You’re
probably
totally
sick
of
hearing
about
it.
 
 But
what
exactly
is
everyone
actually
talking
about?
  • WHAT IS SOCIAL MEDIA? SOCIAL
MEDIA
IS
MEDIA
DESIGNED
TO
BE
DISSEMINATED
 THROUGH
SOCIAL
INTERACTION. SOCIAL
MEDIA
USES
INTERNET
AND
WEB‐BASED
 TECHNOLOGIES
TO
TRANSFORM
BROADCAST
MEDIA
 MONOLOGUES
(ONE
TO
MANY)
INTO
SOCIAL
MEDIA
 DIALOGUES
(MANY
TO
MANY). WIKIPEDIA Photo © Scott Pargett Photography Let’s
see
how
wise
the
crowds
are,
and
consult
the
oracle
of
all
that
the
hoards
say
is
true
–
Wikpedia. 
 OK,
so
social
media’s
like
regular
media
only
it’s
more
social.
 
 Brought
to
you
by
the
school
of
sta8ng
the
bloody
obvious.
  • SOCIAL MEDIAʼS A CATCH-ALL TERM FOR BLOGS, FACEBOOK, TWITTER AND SO ON * http://www.flickr.com/photos/stabilo-boss/ So,
really
when
we
talk
about
social
media,
we’re
using
it
as
a
catch‐all
term
for
social
plaPorms
like
blogs,
 Facebook,
TwiSer,
wikis
and
the
like,
aren’t
we?
  • * THIS IS A LOAD OF BULLSHIT Sorry,
but
I
think
this
is
actually
a
load
of
 bullshit.

  • ITʼS TIME TO CONFRONT THE ELEPHANT IN THE ROOM… I
think
it’s
8me
to
confront
the
elephant
in
the
room
that
the
so‐called
social
media
experts
don't
want
you
 to
talk
about...
  • THEREʼS NO SUCH THING AS SOCIAL MEDIA There’s
no
such
thing
as
social
media.
It’s
a
thoroughly
meaningless
and
really
unhelpful
term.
  • IT SUGGESTS THE MEDIA ARE SOCIAL. IT MAKES IT ALL ABOUT THE ʻWHEREʼ. http://www.flickr.com/photos/rainofwonder/ http://www.flickr.com/photos/rainofwonder/ It
suggests
the
media
–
the
places
–
are
social.
It
makes
it
all
about
the
‘where’. But
it’s
not
the
where
that’s
social.
 It’s
the
‘what’
and
the
‘how’.
  • WHAT: SOCIAL IDEAS http://www.flickr.com/photos/cayusa/ The
what
is
essen8al
–
it’s
about
social
ideas.

Social
ideas
are
ideas
that
spark
conversa8on
&
get
shared
 and
passed
on. 
 Social
ideas
aren’t
anything
new.
They’ve
always
been
at
the
heart
of
brand
communica8on. 
 It’s
about
being
talked
ABOUT.
  • HOW: SOCIAL BEHAVIOUR Most
importantly
however,
is
the
‘how’. 
 If
social
ideas
are
about
geYng
talked
about,
social
behaviour
is
about
joining
in. 
 It’s
about
two‐way
behaviour,
engaging
in
a
dialogue.

Sharing.

Connec8ng.

Collabora8ng. It’s
this
that’s
the
really
important
bit.
  • ITʼS ABOUT BEING SOCIAL So
let’s
stop
thinking
about
social
media.

It’s
just
about
being
social.
Social
technologies
might
facilitate
 this
behaviour,
but
just
using
these
so‐called
social
media
doesn’t
automa8cally
equate
to
being
social. 
 You
can
use
TwiSer
completely
an8socially
–
lots
of
brands
use
it
as
just
another
broadcast
medium.


You
 can
have
a
Facebook
page
and
millions
of
followers,
but
s8ll
use
it
simply
to
push
out
brand
messages. 
 The
places
aren't
inherently
social.
But
what
you
do
there
might
be.
  • ʻSOCIAL MEDIAʼ SUGGESTS ITʼS ANOTHER FORM OF MEDIA & SHOULD BE MANAGED AS A MARKETING FUNCTION It’s
also
a
completely
unhelpful
term
because
we
tend
to
focus
on
the
‘media’
bit,
and
automa8cally
start
 thinking
of
it
as
a
channel
within
which
to
push
out
brand
messages. 
 But
it’s
not
just
another
media
channel
and
can
‐
and
should
‐
be
used
for
so
much
more
than
just
 marke8ng.
  • BUT BEING SOCIAL ISNʼT JUST ABOUT MARKETING. ITʼS ABOUT SO MUCH MORE. LIKE CUSTOMER INSIGHT & RESEARCH. Being
social
is
about
more
than
just
talking.
Someone
who
only
talks
but
never
listens
wouldn’t
remain
 your
friend
for
very
long. 
 Being
social
isn’t
just
about
pushing
out
marke8ng
messages
–
it’s
about
listening
to
what
people
are
 thinking,
feeling. 
 What
do
they
think
about
your
brands? What
are
you
doing
well
and
where
could
you
be
doing
beSer?
 
 Social
media
might
be
great
for
marke8ng,
but
being
social
can
be
great
for
so
much
more
–
like
customer
 insight
and
research.
  • OR CUSTOMER SERVICE Or
customer
 service.
  • OR PRODUCT & SERVICE DEVELOPMENT Or
 R&D
  • BUILDING LONG-TERM RELATIONSHIPS And
so
on.
All
of
which
can
help
us
to
build
valuable
and
longer‐las8ng
rela8onships
between
people
and
 brands.

 
 Social
media
lets
you
market
TO
people.
 
 Being
social
is
something
you
do
WITH
people.

  • SO LETʼS FORGET ABOUT SOCIAL MEDIA AND JUST THINK ABOUT BEING SOCIAL So
please,
can
we
stop
banging
on
about
social
media
and
think
about
being
social
instead?

 
 Right,
that’s
definitely
my
3
mins
done
so
all
that
remains
to
be
said
is…

  • Thank You. Katy Lindemann Naked Communications email: katy_lindemann@nakedcomms.com blog: www.katylindemann.com twitter: @katylindemann …thank
you
very
much
for
having
me,
and
have
a
great
 day!