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Changing Everything with 7 Big Trends

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Brand and reputation management in the age of social media.

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1 FPRA October 29, 2009 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
1 Cheap, Fast, and Out of Control Social Media, Recruitment, and Reputation Management FPRA October 29, 2009 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
2 August 15, 1971 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
3 The 7 big trends that are changing everything 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
3 The 7 big trends that are changing everything āš The consumer is in control 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
3 The 7 big trends that are changing everything āš The consumer is in control āš The move from atoms to bits 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
3 The 7 big trends that are changing everything āš The consumer is in control āš The move from atoms to bits āš Moving from real time to MY time 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
3 The 7 big trends that are changing everything āš The consumer is in control āš The move from atoms to bits āš Moving from real time to MY time āš The end of centralization 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
3 The 7 big trends that are changing everything āš The consumer is in control āš The move from atoms to bits āš Moving from real time to MY time āš The end of centralization āš The future is always on 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
3 The 7 big trends that are changing everything āš The consumer is in control āš The move from atoms to bits āš Moving from real time to MY time āš The end of centralization āš The future is always on āš The end of the desktop 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
3 The 7 big trends that are changing everything āš The consumer is in control āš The move from atoms to bits āš Moving from real time to MY time āš The end of centralization āš The future is always on āš The end of the desktop āš Welcome to the global conversation 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
4 “Mommy, why can’t I pause the TV?” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
5 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
6 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
Prospect Broadcast Media Telemarketing Mobile Web Social Media Email Direct Print Mail 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
8 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
9 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
connections 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
11 Social Media Explosion 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
12 A (somewhat incomplete) Timeline of Social Media not to scale USENET 1979 listserv Napster īŦ‚ickr 1986 1999 2004 pneumatic post 1865 SecondLife 2003 postal service Persia, 550BC The Palace radio ARPANET Wikipedia 1994 twitter 1891 1969 2001 The WELL Facebook 2006 1985 Friendster 2003 2002 @ MySpace YouTube email Third Voice 2003 2005 1966 BBS IRC 1999 1978 1988 telephone del.icio.us ~1890 2003 telegraph France, 1792 MUD1 Blogger 1978 1999 CompuServe MoveOn 1969 1998 digg epinions 2004 1999 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
13 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
14 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
15 source: http://belanger.wordpress.com/2007/06/28/the-ebb-and-īŦ‚ow-of-social-networking/ 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
16 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
17 source: Annenberg School Digital Futures Report 2007 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
19 How trends get made 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
20 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
21 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
22 Memes āš units of cultural information āš cultural evolution or cultural diffusion ins wk e āš subject to natural selection Da en ard sh G R ich elīŦ āš variation Th e S 1976 āš competition āš mutation āš it’s not survival of the īŦttest, it’s survival of fastest (those best able to spread) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
23 Viral Transmission Virus Virus Host Virus Virus 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
24 TB Transmission 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
25 High School Dating 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
26 Graph of The Internet 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
27 “The Tipping Point” āš “Hubs” Malcolm Gladwell āš “Superconnectors” āš “InīŦ‚uentials” āš Viral media based on the theory that a few important people in a network can accelerate transmission and acceptance of an idea. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
28 One-to-one Duncan Watts āš Memes take hold because culture is ready āš Six degrees of separation true, but connectors not important āš People inīŦ‚uence others around them āš Anybody is just as likely to launch a trend as anyone else 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
29 vs. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
29 vs. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
30 Where are they talking about you? (and what are they saying?) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
31 It’s not just Facebook/Myspace 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
32 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
33 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
34 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
35 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
36 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
37 Uses of Social Media Person-to-Person Relationships āš Networking Organizing āš Publishing Sharing Experiences Discussions āš News Gathering & Distributing Information āš Collaboration Creating “Buzz” Communicating Experience āš Media Sharing Collaborating on Projects āš Reviews/Opinions/ InīŦ‚uencing Choices Directories Providing Guidance Fostering Common Interests āš Organizing Raising Awareness āš Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
37 Uses of Social Media Person-to-Person Relationships āš Networking Organizing āš Publishing Sharing Experiences Discussions āš News Gathering & Distributing Information āš Collaboration Creating “Buzz” Communicating Experience āš Media Sharing Collaborating on Projects āš Reviews/Opinions/ InīŦ‚uencing Choices Directories Providing Guidance Fostering Common Interests āš Organizing Raising Awareness āš Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
37 Uses of Social Media Person-to-Person Relationships āš Networking Organizing āš Publishing Sharing Experiences Discussions āš News Gathering & Distributing Information āš Collaboration Creating “Buzz” Communicating Experience āš Media Sharing Collaborating on Projects āš Reviews/Opinions/ InīŦ‚uencing Choices Directories Providing Guidance Fostering Common Interests āš Organizing Raising Awareness āš Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
37 Uses of Social Media Person-to-Person Relationships āš Networking Organizing āš Publishing Sharing Experiences Discussions āš News Gathering & Distributing Information āš Collaboration Creating “Buzz” Communicating Experience āš Media Sharing Collaborating on Projects āš Reviews/Opinions/ InīŦ‚uencing Choices Directories Providing Guidance Fostering Common Interests āš Organizing Raising Awareness āš Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
37 Uses of Social Media Person-to-Person Relationships āš Networking Organizing āš Publishing Sharing Experiences Discussions āš News Gathering & Distributing Information āš Collaboration Creating “Buzz” Communicating Experience āš Media Sharing Collaborating on Projects āš Reviews/Opinions/ InīŦ‚uencing Choices Directories Providing Guidance Fostering Common Interests āš Organizing Raising Awareness āš Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
37 Uses of Social Media Person-to-Person Relationships āš Networking Organizing āš Publishing Sharing Experiences Discussions āš News Gathering & Distributing Information āš Collaboration Creating “Buzz” Communicating Experience āš Media Sharing Collaborating on Projects āš Reviews/Opinions/ InīŦ‚uencing Choices Directories Providing Guidance Fostering Common Interests āš Organizing Raising Awareness āš Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
37 Uses of Social Media Person-to-Person Relationships āš Networking Organizing āš Publishing Sharing Experiences Discussions āš News Gathering & Distributing Information āš Collaboration Creating “Buzz” Communicating Experience āš Media Sharing Collaborating on Projects āš Reviews/Opinions/ InīŦ‚uencing Choices Directories Providing Guidance Fostering Common Interests āš Organizing Raising Awareness āš Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
37 Uses of Social Media Person-to-Person Relationships āš Networking Organizing āš Publishing Sharing Experiences Discussions āš News Gathering & Distributing Information āš Collaboration Creating “Buzz” Communicating Experience āš Media Sharing Collaborating on Projects āš Reviews/Opinions/ InīŦ‚uencing Choices Directories Providing Guidance Fostering Common Interests āš Organizing Raising Awareness āš Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
37 Uses of Social Media Person-to-Person Relationships āš Networking Organizing āš Publishing Sharing Experiences Discussions āš News Gathering & Distributing Information āš Collaboration Creating “Buzz” Communicating Experience āš Media Sharing Collaborating on Projects āš Reviews/Opinions/ InīŦ‚uencing Choices Directories Providing Guidance Fostering Common Interests āš Organizing Raising Awareness āš Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
37 Uses of Social Media Person-to-Person Relationships āš Networking Organizing āš Publishing Sharing Experiences Discussions āš News Gathering & Distributing Information āš Collaboration Creating “Buzz” Communicating Experience āš Media Sharing Collaborating on Projects āš Reviews/Opinions/ InīŦ‚uencing Choices Directories Providing Guidance Fostering Common Interests āš Organizing Raising Awareness āš Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
37 Uses of Social Media Person-to-Person Relationships āš Networking Organizing āš Publishing Sharing Experiences Discussions āš News Gathering & Distributing Information āš Collaboration Creating “Buzz” Communicating Experience āš Media Sharing Collaborating on Projects āš Reviews/Opinions/ InīŦ‚uencing Choices Directories Providing Guidance Fostering Common Interests āš Organizing Raising Awareness āš Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
37 Uses of Social Media Person-to-Person Relationships āš Networking Organizing āš Publishing Sharing Experiences Discussions āš News Gathering & Distributing Information āš Collaboration Creating “Buzz” Communicating Experience āš Media Sharing Collaborating on Projects āš Reviews/Opinions/ InīŦ‚uencing Choices Directories Providing Guidance Fostering Common Interests āš Organizing Raising Awareness āš Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
37 Uses of Social Media Person-to-Person Relationships āš Networking Organizing āš Publishing Sharing Experiences Discussions āš News Gathering & Distributing Information āš Collaboration Creating “Buzz” Communicating Experience āš Media Sharing Collaborating on Projects āš Reviews/Opinions/ InīŦ‚uencing Choices Directories Providing Guidance Fostering Common Interests āš Organizing Raising Awareness āš Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
37 Uses of Social Media Person-to-Person Relationships āš Networking Organizing āš Publishing Sharing Experiences Discussions āš News Gathering & Distributing Information āš Collaboration Creating “Buzz” Communicating Experience āš Media Sharing Collaborating on Projects āš Reviews/Opinions/ InīŦ‚uencing Choices Directories Providing Guidance Fostering Common Interests āš Organizing Raising Awareness āš Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
37 Uses of Social Media Person-to-Person Relationships āš Networking Organizing āš Publishing Sharing Experiences Discussions āš News Gathering & Distributing Information āš Collaboration Creating “Buzz” Communicating Experience āš Media Sharing Collaborating on Projects āš Reviews/Opinions/ InīŦ‚uencing Choices Directories Providing Guidance Fostering Common Interests āš Organizing Raising Awareness āš Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
37 Uses of Social Media Person-to-Person Relationships āš Networking Organizing āš Publishing Sharing Experiences Discussions āš News Gathering & Distributing Information āš Collaboration Creating “Buzz” Communicating Experience āš Media Sharing Collaborating on Projects āš Reviews/Opinions/ InīŦ‚uencing Choices Directories Providing Guidance Fostering Common Interests āš Organizing Raising Awareness āš Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
37 Uses of Social Media Person-to-Person Relationships āš Networking Organizing āš Publishing Sharing Experiences Discussions āš News Gathering & Distributing Information āš Collaboration Creating “Buzz” Communicating Experience āš Media Sharing Collaborating on Projects āš Reviews/Opinions/ InīŦ‚uencing Choices Directories Providing Guidance Fostering Common Interests āš Organizing Raising Awareness āš Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
Critics 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
39 Out of control 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
39 Out of control āš You can’t control this. Period. Get over it. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
39 Out of control āš You can’t control this. Period. Get over it. āš It’s about what you say about yourself and what they say about you. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
39 Out of control āš You can’t control this. Period. Get over it. āš It’s about what you say about yourself and what they say about you. āš Cognitive Dissonance is bad...unless you’re doing it on purpose. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
39 Out of control āš You can’t control this. Period. Get over it. āš It’s about what you say about yourself and what they say about you. āš Cognitive Dissonance is bad...unless you’re doing it on purpose. āš The good news/bad news: more media = less attention 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
39 Out of control āš You can’t control this. Period. Get over it. āš It’s about what you say about yourself and what they say about you. āš Cognitive Dissonance is bad...unless you’re doing it on purpose. āš The good news/bad news: more media = less attention āš Don’t think “campaign,” think “play” (or, if you have to talk to your boss, call it “testing” or “experimenting”) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
40 Online Brand Management 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
41 brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
41 Company brand Constituents 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
42 fries! 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
43 Doing it right 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
44 (but recent research indicates only 15% of “viral” media passed on) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
45 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
46 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
47 Doing it wrong... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
48 ...then again... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
49 There’s nowhere to hide 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
49 There’s nowhere to hide āš Memes travel...or not 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
49 There’s nowhere to hide āš Memes travel...or not āš Honesty will out 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
49 There’s nowhere to hide āš Memes travel...or not āš Honesty will out āš Your brand is your experience....like it or not 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
49 There’s nowhere to hide āš Memes travel...or not āš Honesty will out āš Your brand is your experience....like it or not āš Forget about “crafting” anything 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
49 There’s nowhere to hide āš Memes travel...or not āš Honesty will out āš Your brand is your experience....like it or not āš Forget about “crafting” anything āš Embrace your detractors 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
49 There’s nowhere to hide āš Memes travel...or not āš Honesty will out āš Your brand is your experience....like it or not āš Forget about “crafting” anything āš Embrace your detractors āš BE HONEST 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
50 Reputation = Brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
51 Dealing With It 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
52 “there are inherent limits to our understanding and predicting the future at all levels of complexity” Ziauddin Sardar Chaos: A Graphic Guide 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
53 Brand Management 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
53 Brand Management āš Plan 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
53 Brand Management āš Plan āš Monitor 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
53 Brand Management āš Plan āš Monitor āš Evaluate 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
53 Brand Management āš Plan āš Monitor āš Evaluate āš Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
53 Brand Management āš Plan āš Monitor āš Evaluate āš Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
54 Planning āš What’s our policy on engagement? āš Who is going to speak? āš What’s worthy of response? What’s not? āš Is it worth it to assign resources to this? āš Who makes the īŦnal decision? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
55 Reputation Tracking Resources āš www.trackur.com āš www.whostalkin.com āš search.twitter.com āš www.blogsearchengine.com āš www.rapleaf.com āš www.blogpulse.com āš blogsearch.google.com āš www.monitter.com āš www.boardreader.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
56 www.trackur.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
57 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
58 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
58 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
58 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
58 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
59 The Truth is Out There 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
60 Engage? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
61 5 Questions to Ask When Developing A Social Media Strategy 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
61 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
61 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it īŦt into our overall marketing communications strategy? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
61 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it īŦt into our overall marketing communications strategy? 3.Who is going to maintain it? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
61 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it īŦt into our overall marketing communications strategy? 3.Who is going to maintain it? 4. How are we going to pay for it? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
61 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it īŦt into our overall marketing communications strategy? 3.Who is going to maintain it? 4. How are we going to pay for it? 5.What are we going to do less of? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
62 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
62 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
63 Let’s Talk! sean.carton@idīŦve.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com

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  • 14. 6 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 15. Prospect Broadcast Media Telemarketing Mobile Web Social Media Email Direct Print Mail 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 16. 8 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 17. 9 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 18. connections 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 19. 11 Social Media Explosion 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 20. 12 A (somewhat incomplete) Timeline of Social Media not to scale USENET 1979 listserv Napster īŦ‚ickr 1986 1999 2004 pneumatic post 1865 SecondLife 2003 postal service Persia, 550BC The Palace radio ARPANET Wikipedia 1994 twitter 1891 1969 2001 The WELL Facebook 2006 1985 Friendster 2003 2002 @ MySpace YouTube email Third Voice 2003 2005 1966 BBS IRC 1999 1978 1988 telephone del.icio.us ~1890 2003 telegraph France, 1792 MUD1 Blogger 1978 1999 CompuServe MoveOn 1969 1998 digg epinions 2004 1999 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 21. 13 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 22. 14 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 23. 15 source: http://belanger.wordpress.com/2007/06/28/the-ebb-and-īŦ‚ow-of-social-networking/ 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 24. 16 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 25. 17 source: Annenberg School Digital Futures Report 2007 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 26. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 27. 19 How trends get made 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 28. 20 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 29. 21 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 30. 22 Memes āš units of cultural information āš cultural evolution or cultural diffusion ins wk e āš subject to natural selection Da en ard sh G R ich elīŦ āš variation Th e S 1976 āš competition āš mutation āš it’s not survival of the īŦttest, it’s survival of fastest (those best able to spread) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 31. 23 Viral Transmission Virus Virus Host Virus Virus 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 32. 24 TB Transmission 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 33. 25 High School Dating 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 34. 26 Graph of The Internet 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 35. 27 “The Tipping Point” āš “Hubs” Malcolm Gladwell āš “Superconnectors” āš “InīŦ‚uentials” āš Viral media based on the theory that a few important people in a network can accelerate transmission and acceptance of an idea. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 36. 28 One-to-one Duncan Watts āš Memes take hold because culture is ready āš Six degrees of separation true, but connectors not important āš People inīŦ‚uence others around them āš Anybody is just as likely to launch a trend as anyone else 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 37. 29 vs. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 38. 29 vs. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 39. 30 Where are they talking about you? (and what are they saying?) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 40. 31 It’s not just Facebook/Myspace 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 41. 32 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 42. 33 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 43. 34 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 44. 35 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 45. 36 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 46. 37 Uses of Social Media Person-to-Person Relationships āš Networking Organizing āš Publishing Sharing Experiences Discussions āš News Gathering & Distributing Information āš Collaboration Creating “Buzz” Communicating Experience āš Media Sharing Collaborating on Projects āš Reviews/Opinions/ InīŦ‚uencing Choices Directories Providing Guidance Fostering Common Interests āš Organizing Raising Awareness āš Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 47. 37 Uses of Social Media Person-to-Person Relationships āš Networking Organizing āš Publishing Sharing Experiences Discussions āš News Gathering & Distributing Information āš Collaboration Creating “Buzz” Communicating Experience āš Media Sharing Collaborating on Projects āš Reviews/Opinions/ InīŦ‚uencing Choices Directories Providing Guidance Fostering Common Interests āš Organizing Raising Awareness āš Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 48. 37 Uses of Social Media Person-to-Person Relationships āš Networking Organizing āš Publishing Sharing Experiences Discussions āš News Gathering & Distributing Information āš Collaboration Creating “Buzz” Communicating Experience āš Media Sharing Collaborating on Projects āš Reviews/Opinions/ InīŦ‚uencing Choices Directories Providing Guidance Fostering Common Interests āš Organizing Raising Awareness āš Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 49. 37 Uses of Social Media Person-to-Person Relationships āš Networking Organizing āš Publishing Sharing Experiences Discussions āš News Gathering & Distributing Information āš Collaboration Creating “Buzz” Communicating Experience āš Media Sharing Collaborating on Projects āš Reviews/Opinions/ InīŦ‚uencing Choices Directories Providing Guidance Fostering Common Interests āš Organizing Raising Awareness āš Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 50. 37 Uses of Social Media Person-to-Person Relationships āš Networking Organizing āš Publishing Sharing Experiences Discussions āš News Gathering & Distributing Information āš Collaboration Creating “Buzz” Communicating Experience āš Media Sharing Collaborating on Projects āš Reviews/Opinions/ InīŦ‚uencing Choices Directories Providing Guidance Fostering Common Interests āš Organizing Raising Awareness āš Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 51. 37 Uses of Social Media Person-to-Person Relationships āš Networking Organizing āš Publishing Sharing Experiences Discussions āš News Gathering & Distributing Information āš Collaboration Creating “Buzz” Communicating Experience āš Media Sharing Collaborating on Projects āš Reviews/Opinions/ InīŦ‚uencing Choices Directories Providing Guidance Fostering Common Interests āš Organizing Raising Awareness āš Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 52. 37 Uses of Social Media Person-to-Person Relationships āš Networking Organizing āš Publishing Sharing Experiences Discussions āš News Gathering & Distributing Information āš Collaboration Creating “Buzz” Communicating Experience āš Media Sharing Collaborating on Projects āš Reviews/Opinions/ InīŦ‚uencing Choices Directories Providing Guidance Fostering Common Interests āš Organizing Raising Awareness āš Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 53. 37 Uses of Social Media Person-to-Person Relationships āš Networking Organizing āš Publishing Sharing Experiences Discussions āš News Gathering & Distributing Information āš Collaboration Creating “Buzz” Communicating Experience āš Media Sharing Collaborating on Projects āš Reviews/Opinions/ InīŦ‚uencing Choices Directories Providing Guidance Fostering Common Interests āš Organizing Raising Awareness āš Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 54. 37 Uses of Social Media Person-to-Person Relationships āš Networking Organizing āš Publishing Sharing Experiences Discussions āš News Gathering & Distributing Information āš Collaboration Creating “Buzz” Communicating Experience āš Media Sharing Collaborating on Projects āš Reviews/Opinions/ InīŦ‚uencing Choices Directories Providing Guidance Fostering Common Interests āš Organizing Raising Awareness āš Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 55. 37 Uses of Social Media Person-to-Person Relationships āš Networking Organizing āš Publishing Sharing Experiences Discussions āš News Gathering & Distributing Information āš Collaboration Creating “Buzz” Communicating Experience āš Media Sharing Collaborating on Projects āš Reviews/Opinions/ InīŦ‚uencing Choices Directories Providing Guidance Fostering Common Interests āš Organizing Raising Awareness āš Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 56. 37 Uses of Social Media Person-to-Person Relationships āš Networking Organizing āš Publishing Sharing Experiences Discussions āš News Gathering & Distributing Information āš Collaboration Creating “Buzz” Communicating Experience āš Media Sharing Collaborating on Projects āš Reviews/Opinions/ InīŦ‚uencing Choices Directories Providing Guidance Fostering Common Interests āš Organizing Raising Awareness āš Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 57. 37 Uses of Social Media Person-to-Person Relationships āš Networking Organizing āš Publishing Sharing Experiences Discussions āš News Gathering & Distributing Information āš Collaboration Creating “Buzz” Communicating Experience āš Media Sharing Collaborating on Projects āš Reviews/Opinions/ InīŦ‚uencing Choices Directories Providing Guidance Fostering Common Interests āš Organizing Raising Awareness āš Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 58. 37 Uses of Social Media Person-to-Person Relationships āš Networking Organizing āš Publishing Sharing Experiences Discussions āš News Gathering & Distributing Information āš Collaboration Creating “Buzz” Communicating Experience āš Media Sharing Collaborating on Projects āš Reviews/Opinions/ InīŦ‚uencing Choices Directories Providing Guidance Fostering Common Interests āš Organizing Raising Awareness āš Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 59. 37 Uses of Social Media Person-to-Person Relationships āš Networking Organizing āš Publishing Sharing Experiences Discussions āš News Gathering & Distributing Information āš Collaboration Creating “Buzz” Communicating Experience āš Media Sharing Collaborating on Projects āš Reviews/Opinions/ InīŦ‚uencing Choices Directories Providing Guidance Fostering Common Interests āš Organizing Raising Awareness āš Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 60. 37 Uses of Social Media Person-to-Person Relationships āš Networking Organizing āš Publishing Sharing Experiences Discussions āš News Gathering & Distributing Information āš Collaboration Creating “Buzz” Communicating Experience āš Media Sharing Collaborating on Projects āš Reviews/Opinions/ InīŦ‚uencing Choices Directories Providing Guidance Fostering Common Interests āš Organizing Raising Awareness āš Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 61. 37 Uses of Social Media Person-to-Person Relationships āš Networking Organizing āš Publishing Sharing Experiences Discussions āš News Gathering & Distributing Information āš Collaboration Creating “Buzz” Communicating Experience āš Media Sharing Collaborating on Projects āš Reviews/Opinions/ InīŦ‚uencing Choices Directories Providing Guidance Fostering Common Interests āš Organizing Raising Awareness āš Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 62. 37 Uses of Social Media Person-to-Person Relationships āš Networking Organizing āš Publishing Sharing Experiences Discussions āš News Gathering & Distributing Information āš Collaboration Creating “Buzz” Communicating Experience āš Media Sharing Collaborating on Projects āš Reviews/Opinions/ InīŦ‚uencing Choices Directories Providing Guidance Fostering Common Interests āš Organizing Raising Awareness āš Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 63. Critics 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 64. 39 Out of control 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 65. 39 Out of control āš You can’t control this. Period. Get over it. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 66. 39 Out of control āš You can’t control this. Period. Get over it. āš It’s about what you say about yourself and what they say about you. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 67. 39 Out of control āš You can’t control this. Period. Get over it. āš It’s about what you say about yourself and what they say about you. āš Cognitive Dissonance is bad...unless you’re doing it on purpose. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 68. 39 Out of control āš You can’t control this. Period. Get over it. āš It’s about what you say about yourself and what they say about you. āš Cognitive Dissonance is bad...unless you’re doing it on purpose. āš The good news/bad news: more media = less attention 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 69. 39 Out of control āš You can’t control this. Period. Get over it. āš It’s about what you say about yourself and what they say about you. āš Cognitive Dissonance is bad...unless you’re doing it on purpose. āš The good news/bad news: more media = less attention āš Don’t think “campaign,” think “play” (or, if you have to talk to your boss, call it “testing” or “experimenting”) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 70. 40 Online Brand Management 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 71. 41 brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 72. 41 Company brand Constituents 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 73. 42 fries! 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 74. 43 Doing it right 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 75. 44 (but recent research indicates only 15% of “viral” media passed on) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 76. 45 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 77. 46 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 78. 47 Doing it wrong... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 79. 48 ...then again... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 80. 49 There’s nowhere to hide 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 81. 49 There’s nowhere to hide āš Memes travel...or not 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 82. 49 There’s nowhere to hide āš Memes travel...or not āš Honesty will out 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 83. 49 There’s nowhere to hide āš Memes travel...or not āš Honesty will out āš Your brand is your experience....like it or not 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 84. 49 There’s nowhere to hide āš Memes travel...or not āš Honesty will out āš Your brand is your experience....like it or not āš Forget about “crafting” anything 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 85. 49 There’s nowhere to hide āš Memes travel...or not āš Honesty will out āš Your brand is your experience....like it or not āš Forget about “crafting” anything āš Embrace your detractors 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 86. 49 There’s nowhere to hide āš Memes travel...or not āš Honesty will out āš Your brand is your experience....like it or not āš Forget about “crafting” anything āš Embrace your detractors āš BE HONEST 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 87. 50 Reputation = Brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 88. 51 Dealing With It 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 89. 52 “there are inherent limits to our understanding and predicting the future at all levels of complexity” Ziauddin Sardar Chaos: A Graphic Guide 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 90. 53 Brand Management 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 91. 53 Brand Management āš Plan 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 92. 53 Brand Management āš Plan āš Monitor 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 93. 53 Brand Management āš Plan āš Monitor āš Evaluate 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 94. 53 Brand Management āš Plan āš Monitor āš Evaluate āš Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 95. 53 Brand Management āš Plan āš Monitor āš Evaluate āš Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 96. 54 Planning āš What’s our policy on engagement? āš Who is going to speak? āš What’s worthy of response? What’s not? āš Is it worth it to assign resources to this? āš Who makes the īŦnal decision? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 97. 55 Reputation Tracking Resources āš www.trackur.com āš www.whostalkin.com āš search.twitter.com āš www.blogsearchengine.com āš www.rapleaf.com āš www.blogpulse.com āš blogsearch.google.com āš www.monitter.com āš www.boardreader.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 98. 56 www.trackur.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 99. 57 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 100. 58 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 101. 58 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 102. 58 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 103. 58 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 104. 59 The Truth is Out There 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 105. 60 Engage? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 106. 61 5 Questions to Ask When Developing A Social Media Strategy 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 107. 61 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 108. 61 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it īŦt into our overall marketing communications strategy? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 109. 61 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it īŦt into our overall marketing communications strategy? 3.Who is going to maintain it? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 110. 61 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it īŦt into our overall marketing communications strategy? 3.Who is going to maintain it? 4. How are we going to pay for it? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 111. 61 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it īŦt into our overall marketing communications strategy? 3.Who is going to maintain it? 4. How are we going to pay for it? 5.What are we going to do less of? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 112. 62 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 113. 62 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com
  • 114. 63 Let’s Talk! sean.carton@idīŦve.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idīŦve.com

Editor's Notes

  1. This is the day that the US went off the Gold Standard. It’s essentially the day that the world became an information economy, an economy based on data rather than stuff. All of a sudden money went from representing a physical-world commodity to representing what we said (and/or agreed) it represented. Everything that’s happening right now-- from the economy to the internet-- is a direct line on the vector of this change.
  2. Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  3. Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  4. Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  5. Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  6. Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  7. Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  8. Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  9. Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  10. Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  11. Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  12. Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  13. Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  14. Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  15. Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  16. Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.
  17. Exercise: pick three types of social media and develop an idea for how you could use that to market a specific product.