An short tour of the history and application of social media.

1. SOCIAL MEDIA
BASICS

2. Bob

3. IT’S
SOCIAL

4. MEDIATHINK:
Quit worrying about
what to say in social
media and start learning
to listen and share.
Consumers expect you to
be as accessible as their
friends, but not as chatty.

5. ruder FINN:
91% of mobile phone
users go online to
socialize compared to
only 79% of traditional
desktop users.

6. WEB 2.0

7. WEB 2.0
Participatory web
Syndication
Not necessarily a web page
Network effects

8. WEB 2.0
Sharing
User generated content

9. Broadcast media...
To social media
Networked media
STREAMS OF INFORMATION
Cheap: computer, phone
Distributed: You and me
As big as industrial media

10. Control

11. will COLIN:
Advertisers…can no
longer rely on consumers
to behave like the passive
receivers they once were.
We are harder to pin
down, more demanding,
less predictable.

13. W
9,864,456

14. WHY?

15. MOTIVATORS
Be heard and connect
Desire to make a diff
Influence world
Evangelize what we love
Quest for authenticity in
image-governed world

16. The explosion in
quantity creates a
scarcity of attention.
Reputation is the new
currency.

17. 8
PRINCIPLES

18. 1
Social agenda not
biz agenda

19. milton FRIEDMAN:
The social
responsibility of
a business is to
increase its
profits.

20. 2
People not
consumers

21. clyde TUGGLE
We don’t own our brand
Fish where the fish are
Let go
Every day is Election Day

23. 3
Conversation not
campaigning

24. denise MORRISSEY
You have to have a plan
and make sure that
resources are available.
Because you can't
gracefully exit — once
you're in, you're in. The
days of walking away from
a campaign are over....

25. COMMITMENT
Monitoring Initiating Responding Creating Measuring
Less time
20%
PASSIVE 80%
20% 20%
RESPONSIVE 60%
ENGAGED 50% 20% 20% 10%
{
CREATING 1 50%
40%
10%
CREATING 2 40%
20%
20%
20% More time

26. resources SMALL BIZ
Listening
1 team member Measuring
10-15 hrs per week Engaging, creating 1 team members
1-3 team members 5-10 hrs per week
1-3 hrs per day

27. resources SMALL-MEDIUM SERIOUS BIZ
Listening
1-3 FTE Measuring
Engaging, creating 1-2 FTE
2-4 FTE

28. Long term not
quick fixes 4

29. simon PESTRIDGE
Advertising is about
achieving awareness, and
[consumers] no longer
need awareness.... Become
a part of people’s lives....
Inspire consumers to seek
out their content.

30. Authentic not
5
persuasive

32. tony HSLEH

37. Marketing with
6
people not to people

38. manish Mehta
Listen first.
You will learn where your
customers are and what
they are saying and
interested in.

39. DELLfrom it’s
$6.5 million
Twitter presence

45. Perpetual beta
7

46. gerd LEONHARD:
Protecting brands
to
projecting brands

47. 8
Measure your
strategy

48. strategy
Build buzz: product
Overall brand awareness
More traffic, fans, followers
Increased leads
New knowledge about
customers

49. measurement
Check Twitter
Scan Google Alerts
Check Facebook stats
Answer LinkedIn questions
Use Google Reader

50. thank you