Vienna Social Media Conf, 20 April 2009

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These are the slides that accompanied a presentation I gave last night at IKP’s kom.update. It was a LONG presentation, so it covers a working "Practical definition" of Social Media (by no means the only definition!), Porter Novelli’s "4 step" approach to addressing Social Media, and the Integration Triangle.

I want to thank IKP for the opportunity to come to Vienna to give this talk! Find out more at http://www.ikp.at

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Vienna Social Media Conf, 20 April 2009

  1. 1. Facebook & Twitter & Co Mat Morrison Monday April 20, 2009
  2. 2. mediaczar.com/blog
  3. 3. @mediaczar
  4. 4. Ich spreche kein Deutsch
  5. 5. Ich verstehe nur “Bahnhof”
  6. 6. I do speak too fast
  7. 7. And like to move around a lot
  8. 8. Should I buy an iPhone?
  9. 9. 8 people answered on day 1
  10. 10. 19 answers
  11. 11. 7 in the first hour
  12. 12. “The only drawback is that it’s a bit shit as a phone sometimes...”
  13. 13. “...but it’s 95% of the hopes and dreams of humanity”
  14. 14. 70% of Austria is online
  15. 15. Only 10% currently on Facebook
  16. 16. Only going one direction
  17. 17. 3 things to talk about
  18. 18. 1: What is Social Media?
  19. 19. 2: How to approach Social Media?
  20. 20. 3: How to integrate digital into your campaigns
  21. 21. What IS Social Media?
  22. 22. Any technology that lets people publish their thoughts, opinions, beliefs?
  23. 23. A conversation?
  24. 24. A bunch of private conversations that have now become public?
  25. 25. Brands have to become more human?
  26. 26. A PRACTICAL definition
  27. 27. Social Social Knowledge Sharing Social Social Bookmarks Networks Social News
  28. 28. Social Social Knowledge Sharing Blogs Photo sharing Social Social Bookmarks Video sharing Networks Social News
  29. 29. Social Social Knowledge Sharing Wikipedia Social Answer Sites Social Bookmarks Networks Social News
  30. 30. Social Social Knowledge Sharing Facebook Social LinkedIn Social Bookmarks Twitter Networks Social News
  31. 31. Social Social Knowledge Sharing Digg Social Reddit Social Bookmarks Networks Social News
  32. 32. Social Social Knowledge Sharing Delicious Social Social Mr Wong Bookmarks Networks Social News
  33. 33. Why does this matter?
  34. 34. United Kingdom Social Knowledge Social Sharing Social Network Social Network Social Network
  35. 35. Österreich Social Knowledge Social Knowledge Text Social Sharing Social Network Social Knowledge Social Network
  36. 36. Social Network Social Sharing Social Network Social Sharing Social Network
  37. 37. Dell: A Case Study
  38. 38. Social Sharing
  39. 39. Social Answers
  40. 40. Social Sharing
  41. 41. Social Sharing
  42. 42. Social Network
  43. 43. Social Network
  44. 44. Social Answers
  45. 45. Social Network
  46. 46. How to APPROACH Social Media
  47. 47. Listen
  48. 48. Respond
  49. 49. Influence
  50. 50. Enlist
  51. 51. Listen & Respond
  52. 52. Lots of FREE tools
  53. 53. Grab the RSS feeds...
  54. 54. ...and bring them together in ONE convenient place
  55. 55. ...and make it someone’s job
  56. 56. 3: How to integrate digital into your campaigns
  57. 57. Where do digital channels FIT?
  58. 58. How do we do JOINED-UP thinking?
  59. 59. The INTEGRATION Triangle
  60. 60. “Real World” Digital Traditional Channels Media
  61. 61. Strengths Always on/on demand Digital Channels Customer managed relationships/ interactive/self-service (feedback) Messages can spread far and wide Permanent, searchable multi-media records Weaknesses Un-mediagenic Less message control: everyone can have an opinion and a voice! Cluttered, fragmented environment Permanent, searchable multi-media records
  62. 62. Strengths Always on/on demand Digital Channels Customer managed relationships/ interactive/self-service (feedback) Messages can spread far and wide Permanent, searchable multi-media records Weaknesses Un-mediagenic Less message control: everyone can have an opinion and a voice! Cluttered, fragmented environment Permanent, searchable multi-media records
  63. 63. Traditional Media Strengths Broadest audience reach (still!) High impact & highly-valued by audience Established channels and best practice Relatively high degree of message control Weaknesses High requirements for story Long lead times Limited back channel Fish & chip wrapper
  64. 64. “I get 900K+ visitors a week to whatcar.com and 127K readers a month to the magazine.... ..but people still think that the magazine is much more valuable to be in.” Steve Fowler, Group Editor, What Car
  65. 65. Traditional Media Strengths Broadest audience reach (still!) High impact & highly-valued by audience Established channels and best practice Relatively high degree of message control Weaknesses Limited back channel High requirements for story Long lead times Short attention span Fish & chip wrapper
  66. 66. Real World Strengths Highest impact Mediagenic High “talkability” Established channels and best practice Weaknesses Transient Low reach High cost of involvement
  67. 67. 350 people on your website is an abject FAILURE...
  68. 68. But 350 people in a Bahnhof is a STORY
  69. 69. “Real World” Digital Traditional Channels Media
  70. 70. SIMPLE RULE Move audience from corner to corner
  71. 71. “Real World” Promote Digital Traditional Channels Media
  72. 72. “Real World” uit cr Re Digital Traditional Channels Media
  73. 73. “Real World” Int e res t Digital Traditional Channels Media
  74. 74. “Real World” ve i h rc A Digital Traditional Channels Media
  75. 75. “Real World” Content Digital Traditional Channels Media
  76. 76. “Real World” plus :60 TVC 2 weeks Digital Traditional Channels Media
  77. 77. “Real World” :60 TVC Radio Cross-track/Outdoor €3m Digital Traditional Channels Media
  78. 78. “Real World” uit cr Re Digital Traditional Channels Media
  79. 79. “Real World” Int e res t Digital Traditional Channels Media
  80. 80. “Real World” ve i h rc A Digital Traditional Channels Media
  81. 81. Reduce UK’s CO2 emissions by at least 80% by 2050
  82. 82. Include emissions from international SHIPPING and AVIATION
  83. 83. “Real World” uit cr Re Digital Traditional Channels Media
  84. 84. “Real World” Int e res t Digital Traditional Channels Media
  85. 85. “Real World” e hiv Arc Digital Traditional Channels Media
  86. 86. “Real World” Digital Traditional Channels Media
  87. 87. Where do digital channels FIT?
  88. 88. 350 people on your website is an abject FAILURE...
  89. 89. But 350 people in a Bahnhof is a STORY
  90. 90. SIMPLE RULE Move from corner to corner of the INTEGRATION triangle

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