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NSRI 2012 - media seminar Annet ARIS

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  • 1. The wide spectrum of social media and communication Rotary Media Seminar “The Future is Here (and Now) Annet Aris November 8, 2012Copyright 2011 Annet Aris. No part of it may be circulated, quoted, or reproduced fordistribution without prior written approval from Annet Aris. This material was used byAnnet Aris during an oral presentation; it is not a complete record of the discussion. 0
  • 2. Definition Social media Social Media Strategy for MBC 2012 Introduction “Social media is the new way for transmitting and disseminating information via internet- based applications (channels) (build on the ideological and technological foundations of Web 2.0), which allow the creation and exchange of user-generated content.”Source: paperReview Hallal INSEAD MBA ‘11 D, social media strategy 2011, *Cone Business in Social Media Study 2009, MashableSource: Literature Rami
  • 3. Facebook is one of main drivers of increased time spend online • More social network users in 2011 than internet users in 2006 • 70% of them use FacebookSource: Enders analysis: Facebooks threat to Google, May 2011
  • 4. Are social media the biggest time waster of our age? “Dentist late again, am waiting already 30 minutes and reading the latest Vogue” © Annet Aris 3
  • 5. Socia media has many different faces Blogging Photo Micro Sharing Blogging Video RSS Feeds Sharing Social Podcasts Media Widgets Message Social Boards Networks Chat RoomsSource: paperReview Hallal INSEAD MBA ‘11 D, social media strategy 2011Source: Literature Rami
  • 6. Social media landscape is still taking shape 5
  • 7. Audience is maturing 6
  • 8. It’s not about social media as an activity but as fundamental shift in theway we live and do business © Annet Aris 7
  • 9. How will social media affect our lives - private How we stay in touch 8
  • 10. How will social media affect our lives - private How we stay in touch 9
  • 11. 10
  • 12. How will social media affect our lives - private How we stay in touch How we inform ourselves
  • 13. Google+ search results Source: http://thenextweb.com/google/2012/01/10/google-search-just-got-whole-lot-more-social-with-google-features-and- more/ 12
  • 14. How will social media affect our lives - private How we stay in touch How we inform ourselves How we influence © Annet Aris 13
  • 15. How will social media affect our lives - business Professional networks © Annet Aris 14
  • 16. © Annet Aris 15
  • 17. © Annet Aris 16
  • 18. How will social media affect our lives - business Professional networks Co-creation Finding talent Finding resources Interacting with customers © Annet Aris 17
  • 19. Key Differences traditonal and social marketing Traditional Social Smart Push Create pull Marketeer is performer Marketeer is director One way Interactive Campaign driven Ongoing Bought media Owned and earned media © Annet Aris 18
  • 20. EXAMPLE CNN MBC Social Media Strategy for 2012 Benchmarks of TV Companies CNN: (Cable News Network) is a U.S. cable news channel founded in 1980 TV Company by Ted Turner. Upon its launch, CNN was the first channel to provide 24-hour television news coverage. Channels Facebook Pages Twitter CNN iReports Most Active Blogs for On-going Social Media Campaigns  CNN holds a number of  A number of CNN hosts  iReport is a citizen  THIS JUST IN: news and Facebook fan pages which are some of the most journalism initiative that information from CNNs are focused on promoting engaged television allows people to contribute correspondents and CNN channels and a personalities on Twitter, pictures and video of sources around the world number of shows: CNN where the @cnnbrk breaking news stories from  CNN POLITICAL TICKER: (~3mn fans), CNN account counts nearly 5mn their own towns – CNN political news, updated International, CNN followers has 750,000 active throughout the day Money.com, CNN  CNN show-hosts fish for ireporters  THE MARQUEE: iReport, etc. Twitter replies after various  Submissions are not Occasional musings and  All pages provide instant segments of the show – edited, or screened chats about the world of breaking news, alerts, and this Twitter on air strategy  CNN International airs entertainment the day’s newsiest and has successfully "iReport for CNN" - an  THE CHART: important most talked about stories encouraged viewers to interactive weekly half- health and medical where fans can like and engage through entire hour show displaying the information, including comment on new entries shows most entertaining, trends and expert advice newsworthy iReport  And many others… contributions and citizen journalism reports on the internet  On the internet, CNN has arguably managed to become one of the most savvy users of social media in the news industry particularly by featuring all comments and user content (retrieved from its fully user generated content platform iReport, its blogs, and other social media hubs) on-air  CNN is maximizing customer engagement (comments, contributions, re-tweets, sharing) while delivering value to users, tracking their reactions, and even rewarding them for contributing to content generation through iReports awards for instanceSource: paperReview Hallal INSEAD MBA ‘11 D, social media strategy 2011Source: Literature Rami
  • 21. Social media science still emergingStrategy for MBC Social Media 2012 Introduction Fragmented: • Impact social influence on consumer taste Academic • Drivers of buzz research • Network dynamics, social nodes • Large scale field experiments • Impact measurement •: “How to” books Business • “Fundamental impact” social media literature • Emerging holistic approaches (ROI, social and traditional) :Large amount of examples, mostly • Early mover success stories Cases • Social media disastersSource: Literature Review © Annet Aris
  • 22. MBC Social Media Strategy for A few emerging2012 insights: 1. A social media user is not a social media user.. Intermittent Lurkers Users Power Users 90% 9% 1%  Successful social media strategies are the ones that effectively target the heavy users who act as agents of the campaign - Incentivizing the right individuals to “share” is key to spread the message across networks  A high percentage of lurkers of web content does not mean that people are immune to social media, but in fact lurkers are the most receptive and vulnerable to social media news, chats, reviews, and comments - this inequality creates a multiplier effect where one heavy user can affect the behavior of 10 lurkersSource: paperReview Hallal INSEAD MBA ‘11 D, social media strategy 2011Source: Literature Rami
  • 23. MBC Social Media Strategy for 2: The power of 2012 “connectors”: centrality and prestige CENTRALITY PRESTIGE • Central nodes are nodes that have the • Measure of how influential someone is highest number of expected infections in a group • Central actors not necessarily the ones with • Empirically prestige is an actor with the most connections many uninitiated ties • It is not important to have many connections. It is important to be the object of many connections i.e. • Important client • Popular actress • Selective University • Google PageRankSource: paperReviewSource: Literature Satoshi Kawase, INSEAD MBA 2007D: Sociale network Analysis
  • 24. MBC Social Media Strategy forAm I a connector? – an experiment 2012 © Annet Aris
  • 25. 3.High sensitivity to external network effects In economics and business, a network effect (also called network externality) is the effect that one user of a good or service has on the value of that product to other people. When network effect is present, the value of a product or service increases as more people use it. © Annet Aris 24
  • 26. 3.High sensitivity to external network effects In economics and business, a network effect (also called network externality) is the effect that one user of a good or service has on the value of that product to other people. When network effect is present, the value of a product or service increases as more people use it. © Annet Aris 25
  • 27. Will social media be a blessing or a curse? Pro Con  Democracy, consumer power  Opportunity for all  Convenience, effectiveness  Connect the world  Fun © Annet Aris 26
  • 28. However there is no free lunch! 27
  • 29. Privacy concerns How to address? • Educate • Simple and clear trade-offs • Prevent “capture”, dependency • “Global” privacy regulations © Annet Aris 28
  • 30. Overload? Over 4 million businesses have Facebook pages Over 1,2 million (April 2012) LinkedIn groups (April 2012) Over 340 million Tweets/day (March 2012) © Annet Aris 29
  • 31. Will it be a blessing or a curse? Pro Con  Democracy  Privacy  Talent  Dependency  Convenience  Overload  Contact  Superficiality  Effectiveness © Annet Aris 30
  • 32. Two different planets? 31
  • 33. So how do we go from here?• Accept that social media will become a fabric of our lives• Enjoy all the benefits is will offer us!• Realize it is about “fair” trade-offs, it is not for free!• Support thoughtful regulation and policies• And it the worst case: turn the tables and use the power of ”us” to discipline the major players © Annet Aris 32
  • 34. Welcome to the world of social media! 33