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Social Media - An Introduction

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An introduction to what social media is, how it differs from traditional media, what social networks really share, and the implications for organizations who want to use them.

An introduction to what social media is, how it differs from traditional media, what social networks really share, and the implications for organizations who want to use them.

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  • Reach: both globalAccessibility: production means owned by corporations or governmentUsability: specialized skillsRecency: lag time between communications (convergence)Permanence: industrial media usually not alterable
  • Industrial media is adopting more and more social media and convergingInternet distribution: via email attachments, web download (FTP)Increasingly, SN are providing free tools for content production in order to support their growth
  • TRIBES: by Seth GodinHERD: by Mark EarlsTwitter Examples:#mumbai and #hudson, broke news and photos of the Mumbai terrorist attacks and the crash landing of a United Airlines flight on the Hudson river well before any other media were able to report it. #daniela raised $16,000 for a needy family in less than a week. And in 18 days, over a dozen people co-led #hohoTO, creating a sold-out party for over 600 people with $25,000 and 2t of food raised and donated to the Daily Bread Foodbank.3,000,000 – number of Tweets/day (March 2008);most popular user has >1.4M follower (Obama)
  • Clear value proposition: Hope. Change. ActionConsistentclear messaging about value proposition
  • Opening up the events application to the users resulted in many things including ObamaWorks (started by 2 students at Yale)Around Halloween time: pumpkin on message

Social Media - An Introduction Social Media - An Introduction Presentation Transcript

  • Social Media
    An Introduction
    NabilHarfoush
    June 2009
    June 25, 2009
    1
    © 2009 Manara International Resources Inc.
  • Agenda
    What is social media
    Industrial vs. social media
    Elements of social media
    Social networks
    Why should you care
    Sample cases of social media use
    Emergence of Networks
    Moral of the Story
    June 25, 2009
    © 2009 Manara International Resources Inc.
    2
  • What is Social Media
    “Social media is content created by people using highly accessible and scalable publishing technologies.”
    source:Wikipedia
    June 25, 2009
    © 2009 Manara International Resources Inc.
    3
  • Industrial vs. Social Media
    Comparison in the following categories*:
    Reach
    Accessibility
    Usability
    Recency
    Permanence
    * Source Wikipedia
    June 25, 2009
    © 2009 Manara International Resources Inc.
    4
  • Industrial vs. Social Media
    June 25, 2009
    © 2009 Manara International Resources Inc.
    5
  • Industrial vs. Social Media
    June 25, 2009
    © 2009 Manara International Resources Inc.
    6
  • Industrial vs. Social Media
    June 25, 2009
    © 2009 Manara International Resources Inc.
    7
  • Industrial vs. Social Media
    June 25, 2009
    © 2009 Manara International Resources Inc.
    8
  • Industrial vs. Social Media
    June 25, 2009
    © 2009 Manara International Resources Inc.
    9
  • Elements of Social Media
    Content production tools
    Personal computers, laptops, net books
    Digital photo/video cameras
    Cellular phones (smart phones)
    Software applications
    Content distribution
    Industrial media
    Internet
    Social Networks
    June 25, 2009
    © 2009 Manara International Resources Inc.
    10
  • Social Networks: Sharing Content
    Blogs & Web Pages
    Personal journaling space
    Easy publishing & some interaction (feedback…)
    133 Million blogs indexed by Technorati (Feb 2009)
    More than 12 Million Americans maintain a blog
    346 Million people are reading blogs globally
    On average 900,000 new posts every 24 hours
    Blogger, Wordpress etc.
    June 25, 2009
    © 2009 Manara International Resources Inc.
    11
  • Social Networks: Sharing Content
    Photo sharing sites
    Personal photo space
    Easy publishing & tagging
    Flickr, myPIX etc.
    Flickr reached 3 Billion photos in Nov. 2008, but
    Still behind Facebook with10 Billion photos
    June 25, 2009
    © 2009 Manara International Resources Inc.
    12
  • Social Networks: Sharing Content
    Video Sharing Sites
    Personal video & multimedia publishing space
    Youtube, Vimeo etc.
    Over 70 Million videos (March 2008)
    100 Million videos viewed per DAY
    13 Hours of video uploaded every MINUTE
    Music Sharing Sites
    iTune, LimeWire, Kazaa, etc.
    June 25, 2009
    © 2009 Manara International Resources Inc.
    13
  • Social Networks: Sharing People
    Like content sharing, SN have easy multimedia publishing capabilities with communications functions
    Plus: SN share human connections: family, friends, colleagues …
    Plus: SN share context information: moods, activities, causes…
    Facebook, MySpace,Ning etc.
    >200 M active users (100M login at least once/day)
    >10 M videos uploaded each month
    > 1 B content pieces shared each WEEK
    > 2.5 M events created each month
    > 30 M accessing FB via mobile devices
    LinkedIn, Xing,etc.
    SN have many third party applications (52,000 for FB alone)
    June 25, 2009
    © 2009 Manara International Resources Inc.
    14
  • Social Networks: Sharing More
    Emergence of Public Micro Messaging (PMM) in SN:
    PMM like SMS, but publicly broadcasted to SN members
    Concise (limited to 140 characters/message)
    Leaders & Followers: You can be both at the same time!
    Tribes, herds, and all the other groups we may belong to
    SN are sharing conversations, learning, and knowledge
    Real-Time participation and trending
    Twitter
    3 M tweets per DAY (March 2008)
    Most popular user has > 1.4 M followers
    June 25, 2009
    © 2009 Manara International Resources Inc.
    15
  • Why Should You Care?
    Simplistic answer:
    Because everyone else is doing it, and it seems to be working!
    June 25, 2009
    © 2009 Manara International Resources Inc.
    16
  • Why Should You Care?
    A better answer:
    Because you need to participate in the emerging Networks of
    Conversations
    Trust
    Communities
    June 25, 2009
    © 2009 Manara International Resources Inc.
    17
  • Networks of Conversations
    The case of
    The initial deed
    June 25, 2009
    © 2009 Manara International Resources Inc.
    18
  • Company Response
    June 25, 2009
    © 2009 Manara International Resources Inc.
    19
  • Networks of Conversations
    The case of
    The initial deed
    Company response
    June 25, 2009
    © 2009 Manara International Resources Inc.
    20
  • Networks of Trust
    The Obama Campaign
    Personal Fundraising
    Neighbor to Neighbor
    June 25, 2009
    © 2009 Manara International Resources Inc.
    21
  • Personal Fundraising
    June 25, 2009
    © 2009 Manara International Resources Inc.
    22
    70,000 people raised $ 30M using Personal Fundraising!
  • Neighbor to Neighbor
    June 25, 2009
    © 2009 Manara International Resources Inc.
    23
    In the 4 days preceding the election, 3 Million calls were made using N2N
  • Networks of Communities
    The Obama Campaign
    Clear Value Proposition
    Genuine respect
    June 25, 2009
    © 2009 Manara International Resources Inc.
    24
  • Clear Value Proposition: Hope. Change. Action
    June 25, 2009
    © 2009 Manara International Resources Inc.
    25
  • Genuine Respect: Opening Access to Events App.
    June 25, 2009
    © 2009 Manara International Resources Inc.
    26
  • With clear value & genuine respect: Communities Give Back
    June 25, 2009
    © 2009 Manara International Resources Inc.
    27
    • Obama Works
    • Yes We Carve
  • With clear value & genuine respect:Communities Give Back
    June 25, 2009
    © 2009 Manara International Resources Inc.
    28
  • Moral of the Story
    Conversations
    Are 2-Way = Real Listening
    Real Listening = Readiness to change & adapt as conversation progresses
    Trust
    Trust requires authenticity – You can’t fake it
    Trust is a long-term relationships
    Community
    Genuine respect for your ecosystem (customers, partners, employees, competitors, community, environment…)
    Genuine value to all your ecosystem
    June 25, 2009
    © 2009 Manara International Resources Inc.
    29
  • To Learn More
    For support in your own strategy:
    www.manara.ca
    nharfoush@manara.ca
    www.twitter.com/nabilharfoush
    For more on SN in Obama’s Campaign
    YES WE DID, Book by RahafHarfoush
    Available online at Amazon
    June 25, 2009
    © 2009 Manara International Resources Inc.
    30