Social media is about the things we love, the things we hate and everything else that connects us as humans.

2. Social is not Facebook

3. Social is not Facebook

4. Social is not Twitter

5. Social is not Pinterest

6. Social = people

7. Social = stories

8. Social = the things we love/hate

9. Social = the things that connect us

10. Here’s an example…

11. Postcrossing is a social
network where users send
each other postcards

12. It has 396,915 members
across 218 countries

13. 491,652 postcards are traveling at this
exact moment
Since the beginning of the project there
have been 16+ million postcards
received

14. In other words…

15. Understand the ideas that connect people
and then worry about the platforms

16. Find the ideas that people will want to be a
part of and create content that they will want
to share with others

17. Brand Dynamics + Cultural Dynamics

18. The brand values + What’s going on right now

22. Discover
Ideas you love to Involve
share
Share
Act

23. The way people discover, consume and share
your content is also changing

24. 120 million units sold in 2012
1 in 3 of all devices sold will be a tablet
Gartner, 2012

25. “90% Of All Web Traffic Will Be Video“
- Robert Kyncl, head of global partnerships for YouTube

26. Social media is complicated

27. A regular Facebook post

28. Data

29. Even More Data

30. Project Narwhal

31. Project Narwhal
consumer social mobile
pollsters volunteers fundraisers
databases media contacts

32. All this data was fed into advanced predictive models
that helped the campaign target the right voters with
the right message

33. Gallup uses a national sample of 1,000 voters
Obama had a sample of 29,000 voters in Ohio alone

34. “They know everything Google and FB know about you,
pretty much. They know what music you like, which
Harry Potter book is your favorite, your voting habits,
etc. It’s all in databases. You’re just a number in a DB
with a name attached.”
Source: Reddit AMA with an Obama campaign employee

36. Data may give us a better understanding about
consumers but it won’t come up with the ideas
that will engage and inspire them