THE SOCIAL REVOLUTION

How technology transforms the
way individuals and organizations relate
S O C I AL M E D I A

BENEATH THE SURFACE
DISRUPTION

A NEW MODEL OF COMMUNICATION
B R O AD C AS T

ONE-TO-MANY
I N T E R AC T I V E

MANY-TO-ONE
C O M M U NI T Y

MANY-TO-MANY
NEW ROLES

CONSUMERS TO CO-CREATORS
N E W R E L AT I O N S H I P S

CONTROL TO COLLABORATE
B R AN D S

PUSH-TO-PULL
B R O AD C AS T

PERSUASION

BRAND
S O C I AL

CONTRIBUTION

BRAND
B R AN D G R AV I T Y

SOCIAL SYSTEMS

BRAND
The Social Revolution
The Social Revolution
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The Social Revolution

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  • The social revolution is transforming the way individuals and organizations relate, especially customers and companies
  • This transformation is much deeper than social media like Facebook and Twitter.
  • Social is a disruptive force because it is an entirely new model of communication, many-to-many on a global scale.
  • For hundreds of years, mass communication has been one-to-many, broadcasting to passive audiences.
  • The Internet gave everyone a voice, and the audience started talking back.
  • Social is about many-to-many communication, turning the audience into a community.
  • Individuals are no longer passive consumers but active co-creators.
  • We now trust our peers more than brands or experts to make decisions on what to watch, where to go, or what to buy
  • Companies must create more collaborative relationships with their customers, employees, and partners.
  • For brands and marketers, this means shifting the emphasis from push to pull
  • In the old broadcast world, engagement came from persuasion through channels.
  • In the new social world, engagement comes from contribution.
  • To succeed, companies must create social systems that attract and pull people into orbit around their brand.
  • TO learn more about brand orbits, go to thinkorbit.com
  • The Social Revolution

    1. 1. THE SOCIAL REVOLUTION How technology transforms the way individuals and organizations relate
    2. 2. S O C I AL M E D I A BENEATH THE SURFACE
    3. 3. DISRUPTION A NEW MODEL OF COMMUNICATION
    4. 4. B R O AD C AS T ONE-TO-MANY
    5. 5. I N T E R AC T I V E MANY-TO-ONE
    6. 6. C O M M U NI T Y MANY-TO-MANY
    7. 7. NEW ROLES CONSUMERS TO CO-CREATORS
    8. 8. N E W R E L AT I O N S H I P S CONTROL TO COLLABORATE
    9. 9. B R AN D S PUSH-TO-PULL
    10. 10. B R O AD C AS T PERSUASION BRAND
    11. 11. S O C I AL CONTRIBUTION BRAND
    12. 12. B R AN D G R AV I T Y SOCIAL SYSTEMS BRAND
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