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Vienna Social Media Conf, 20 April 2009
 

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 ...

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 Vienna Social Media Conf, 20 April 2009 Presentation Transcript

    • Facebook & Twitter & Co Mat Morrison Monday April 20, 2009
    • mediaczar.com/blog
    • @mediaczar
    • Ich spreche kein Deutsch
    • Ich verstehe nur “Bahnhof”
    • I do speak too fast
    • And like to move around a lot
    • Should I buy an iPhone?
    • 8 people answered on day 1
    • 19 answers
    • 7 in the first hour
    • “The only drawback is that it’s a bit shit as a phone sometimes...”
    • “...but it’s 95% of the hopes and dreams of humanity”
    • 70% of Austria is online
    • Only 10% currently on Facebook
    • Only going one direction
    • 3 things to talk about
    • 1: What is Social Media?
    • 2: How to approach Social Media?
    • 3: How to integrate digital into your campaigns
    • What IS Social Media?
    • Any technology that lets people publish their thoughts, opinions, beliefs?
    • A conversation?
    • A bunch of private conversations that have now become public?
    • Brands have to become more human?
    • A PRACTICAL definition
    • Social Social Knowledge Sharing Social Social Bookmarks Networks Social News
    • Social Social Knowledge Sharing Blogs Photo sharing Social Social Bookmarks Video sharing Networks Social News
    • Social Social Knowledge Sharing Wikipedia Social Answer Sites Social Bookmarks Networks Social News
    • Social Social Knowledge Sharing Facebook Social LinkedIn Social Bookmarks Twitter Networks Social News
    • Social Social Knowledge Sharing Digg Social Reddit Social Bookmarks Networks Social News
    • Social Social Knowledge Sharing Delicious Social Social Mr Wong Bookmarks Networks Social News
    • Why does this matter?
    • United Kingdom Social Knowledge Social Sharing Social Network Social Network Social Network
    • Österreich Social Knowledge Social Knowledge Text Social Sharing Social Network Social Knowledge Social Network
    • Social Network Social Sharing Social Network Social Sharing Social Network
    • Dell: A Case Study
    • Social Sharing
    • Social Answers
    • Social Sharing
    • Social Sharing
    • Social Network
    • Social Network
    • Social Answers
    • Social Network
    • How to APPROACH Social Media
    • Listen
    • Respond
    • Influence
    • Enlist
    • Listen & Respond
    • Lots of FREE tools
    • Grab the RSS feeds...
    • ...and bring them together in ONE convenient place
    • ...and make it someone’s job
    • 3: How to integrate digital into your campaigns
    • Where do digital channels FIT?
    • How do we do JOINED-UP thinking?
    • The INTEGRATION Triangle
    • “Real World” Digital Traditional Channels Media
    • 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
    • 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
    • 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
    • “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
    • 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
    • Real World Strengths Highest impact Mediagenic High “talkability” Established channels and best practice Weaknesses Transient Low reach High cost of involvement
    • 350 people on your website is an abject FAILURE...
    • But 350 people in a Bahnhof is a STORY
    • “Real World” Digital Traditional Channels Media
    • SIMPLE RULE Move audience from corner to corner
    • “Real World” Promote Digital Traditional Channels Media
    • “Real World” uit cr Re Digital Traditional Channels Media
    • “Real World” Int e res t Digital Traditional Channels Media
    • “Real World” ve i h rc A Digital Traditional Channels Media
    • “Real World” Content Digital Traditional Channels Media
    • “Real World” plus :60 TVC 2 weeks Digital Traditional Channels Media
    • “Real World” :60 TVC Radio Cross-track/Outdoor €3m Digital Traditional Channels Media
    • “Real World” uit cr Re Digital Traditional Channels Media
    • “Real World” Int e res t Digital Traditional Channels Media
    • “Real World” ve i h rc A Digital Traditional Channels Media
    • Reduce UK’s CO2 emissions by at least 80% by 2050
    • Include emissions from international SHIPPING and AVIATION
    • “Real World” uit cr Re Digital Traditional Channels Media
    • “Real World” Int e res t Digital Traditional Channels Media
    • “Real World” e hiv Arc Digital Traditional Channels Media
    • “Real World” Digital Traditional Channels Media
    • Where do digital channels FIT?
    • 350 people on your website is an abject FAILURE...
    • But 350 people in a Bahnhof is a STORY
    • SIMPLE RULE Move from corner to corner of the INTEGRATION triangle