Don't use social media

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Rough ideas, perspectives and diagrams about the coolest thing since pirate radio. Yes, social media. Enjoy - but do note that this presentation works better when it's presented face to face.

Rough ideas, perspectives and diagrams about the coolest thing since pirate radio. Yes, social media. Enjoy - but do note that this presentation works better when it's presented face to face.

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  • 1. Don’t use social media Rough ideas, perspectives and diagrams about the coolest thing since pirate radio www.markpollard.net www.twitter.com/markpollard
  • 2. You tell me
  • 3.  
  • 4. Write down some examples
  • 5. TV? Radio? Newspaper?
  • 6. My take
    • ‘ Social media’ is simply: Places where people interact on the public record
  • 7. So what?
  • 8.  
  • 9. Where we spend our time Source: Hitwise – website visits - week ending 02/05/2009
  • 10. Some more numbers
    • Brand or channel unique audience:
    • Facebook 4,979,000
    • MySpace 2,179,000
    • Blogger 2,029,000
    • WordPress 832,000
    • Twitter 679,000
    • Bebo 543,000
    • Yahoo!7 Groups 391,000
    • Six Apart TypePad 326,000
    • Google Groups 266,000
    • LinkedIn 258,000
    Source: Nielsen Online NetView, March 2009
  • 11. And finally... Source: Forrester Three-quarters of Australian online adults use social technologies One-quarter of Australian online adults create their own content Almost half of Australian online adults are members of social networks
  • 12. 7 fairly random thoughts
  • 13. Slingshots and paintbrushes Read this for more info: www.markpollard.net/slingshots-and-paintbrushes-joe-trippi/
  • 14. We are what we share
  • 15. Search is becoming social
  • 16. Centralised and portable personal data
  • 17. eCRM and e-commerce via social media
  • 18. Stalkernomics Eaves-dropping for profit
  • 19. The impact of Twitter
    • Fast, short talk
    • More stranger-friends
    • The stream
    • More innocent, timely search
    • (with Facebook) Online body language
  • 20. The marketer’s dilemma
  • 21. 5 Rs Risk Reward Resources Results Response What if it goes wrong? Will it work? How much? Who’s best do to it? How do I measure them? How do I engage with people?
  • 22. Listen Join Guide Lead Conversation Community Management
  • 23.  
  • 24. Creators Critics Collectors Joiners Spectators Inactives Outreach to bloggers Contests to solicit content Encourage spoofing Solicit comments Encourage voting Social bookmarking Encourage forward to friend Offer RSS feeds Snaggable Widgets Download Podcasts Viral videos/websites Create groups & communities Social applications Portable, original content Optimize content findability Forrester Social Technographics Ladder Common Tactics Source: www.forrester.com/Groundswell/profile_tool.html
  • 25. From the trenches
  • 26. www.huggies.com.au
  • 27. www.earthhour.org
  • 28. Kieran Ots 1. Involvement relates to care factor and effort 2. Mischief happens 3. Predictability is unlikely Digital creative director, Leo Burnett
  • 29. www.spottedforreal.com
  • 30. Ben Phillips
    • Loosening control has pros and cons 2. Create and leverage advocacy
    • 3. Allow people to mould direction
    Digital strategist, Euro RSCG
  • 31. www.daredallion.com.au
  • 32. Ian Lyons
    • Understand what a profitable customer looks like 2. Internal stakeholder management key
    • 3. Draw clear lines to business benefit
    Head of Social Media, Amnesia | Razorfish
  • 33. Julian Cole
    • Companies are not investing much in social media
    • 2. Social media needs to be part of bigger strategy
    • 3. Social media strategy should follow ‘the idea’
    Social Media Strategist, The Population
  • 34. Gavin Heaton
    • Customer battery often trigger
    • 2. Change management is critical
    • 3. It’s hard to be human
    SAP and prominent blogger: servantofchaos.com
  • 35. Natalie Tran
    • Offline interaction around YouTube growing 2. Half: visit YouTube once a week, & share
    • 3. First few seconds count
    One of Australia’s most-watched YouTubers
  • 36. www.mumbrella.com.au
  • 37. Tim Burrowes
    • Start 2. Get team to use it to understand it
    • 3. Over-listen when you’re starting
    Mumbrella.com.au
  • 38. www.greatestathlete.com.au
  • 39. Ross Raeburn
    • Invest in content and community manager 2. Respond to interact-ers
    • 3. Negativity is opportunity to converse
    Digital strategist, Soap
  • 40. Final thoughts
  • 41.
    • Start your strategy with the phrase: “We can help people by...”
  • 42. Don’t use social media Let it use you
  • 43. Questions? www.markpollard.net www.twitter.com/markpollard If you enjoyed the read, share it with someone in need