THE COLLECTED STORIES OF


SOCIAL MEDIA
         b                b
             as told by

    S e t h J. G o l d s t e ...
Reality




          CHECK.
Are we talking about the next printing press or the next Web 2.0?
COMMUNICATIONS, MEDIA AND SOCIAL MEDIA OVER TIME




                                    b
                 2000          ...
KEY




      insights:
fig. 41.38.6

             Learn to Let Go
[ or the hows and whys of letting your brand get away from you ]
(ergo:)




“In videos posted on YouTube and
elsewhere this week, a Domino’s employee
in Conover, N.C. prepared sandwiches...
A   pretty

        take
                            BIG
Time

       TO

                            chance.
            ...
(ergo:)




“Brands are now becoming conversation
factors where academics, celebrities,
experts and key opinion formers di...
fig. 41.38.6 (cont.)




                       1:
Most companies are scared to use social media
because they fear losing ...
fig. 38.21.7

              Be Sensible
[ from Buffet and Munger to Newmark and Buckmaster ]
COMPASS
   MENTAL


        a
                  handy.

Keep
(ergo:)




The management philosophy of Jim Buckmaster, CEO of Craig’s List

• Listen to what users want. Try to make the...
fig. 8.47.12.3

Stand Roughly There
[ or how the perfect is the enemy of the good ]
(ergo:)




“If you are not embarrassed by what you
 are releasing, you are taking too long.”
REID HOFFMAN, LINKEDIN
getting         fancy

                      ALL           ABOUT
 NOT                                         things

Some...
fig. 8.47.12.3 (cont.)




                          1:
   Why is it that services which seem perpetually
 “unfinished” ar...
fig. 87.13.22

           Plan Your Escape
[ in other words: how to build it, and then get out of the way ]
(ergo:)




“The key is recognizing that no matter how convinced you are in the power of your own ideas. Sometimes,
ideas ...
then         out


                                OF
Build
                    GET
        IT                            ...
fig. 87.13.22 (cont.)




                          1:
 The art of Social Media is to provide the lightest
 weight social ...
fig. 8.47.12.3

        Open the Switchboard
[ or why lots of little conversations are better than one big speech ]
(ergo:)




“Utility doesn’t have to be this big thing.
It can take place in smaller, more
frequent interactions”
MARK ZUC...
NIMBLE
        and
                       easier

SMALL

                                     to




                     ...
fig. 22.5.9 (cont.)




                     1:
Conventional media wisdom is to tell a great big
     story to as many peo...
fig. 22.5.9

Avoid (Excessive) Verbosity
   [ or why only 140 characters actually works ]
(ergo:)




quot;Creativity comes from constraint.quot;

  BIZ STONE, TWITTER
KEEP
                    and

       IT



Keep

                             your




            brief

                ...
fig. 22.5.9 (cont.)




                      1:
We assume that engagement scales with bandwidth

                        ...
fig. 38.21.7

Advertise Socially
       [ Why ]
(in other words:)




“We’re getting paid to present you with the opportunity to
interact with a product socially. And, if...
GET   OUT.
fig. 22.5.9 (cont.)




                          1:
 Internet advertising is typically a message from a
company that atte...
fig. 14.26.3

     Measure Your Influence
[ basically, how to manage the ratio of information to attention ]
(ergo:)




“influence = how likely people are to do what
you say, given who you are, not what you say.”
  JOSH REICH
REMEMBER


   Nobody
            LIKES
             a      SHOWOFF.

                    (I mean, really.)
fig. 14.26.3 (cont.)




                               1:
                         Influence =
                  Attentio...
b THANK YOU b
Social Media Stories
Social Media Stories
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Social Media Stories

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draft presentation on the unique dynamics that characterize social media, distinct from communications or media themselves. thanks to michelle hamilton and rudi omeara for helping.

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Social Media Stories

  1. 1. THE COLLECTED STORIES OF SOCIAL MEDIA b b as told by S e t h J. G o l d s t e i n . CEO, SOCIALMEDIA.COM
  2. 2. Reality CHECK.
  3. 3. Are we talking about the next printing press or the next Web 2.0?
  4. 4. COMMUNICATIONS, MEDIA AND SOCIAL MEDIA OVER TIME b 2000 b AIM/ICQ b b Twitter b Facebook b Email 1500 b b CraigsList b MySpace eBay b Del.icio.us COMMUNICATIONS Fax b Flickr 1000 b Telephone b AOL b Telegraph Printing Press 500 b Stained Glass b b b b b b Newspapers Radio Cable b 0 Magazines Google Television Cave Drawings 0 500 1000 1500 2000 MEDIA
  5. 5. KEY insights:
  6. 6. fig. 41.38.6 Learn to Let Go [ or the hows and whys of letting your brand get away from you ]
  7. 7. (ergo:) “In videos posted on YouTube and elsewhere this week, a Domino’s employee in Conover, N.C. prepared sandwiches for delivery while putting cheese up his nose, nasal mucus on the sandwiches.quot; NEW YORK TIMES, APRIL 16 2009
  8. 8. A pretty take BIG Time TO chance. (Then, repeat.)
  9. 9. (ergo:) “Brands are now becoming conversation factors where academics, celebrities, experts and key opinion formers discuss functional, emotional and, more interestingly, social concerns.quot; SIMON CLIFT, UNILEVER
  10. 10. fig. 41.38.6 (cont.) 1: Most companies are scared to use social media because they fear losing control of their brand 11: And yet consumers become more invested in brands that reward their participation.
  11. 11. fig. 38.21.7 Be Sensible [ from Buffet and Munger to Newmark and Buckmaster ]
  12. 12. COMPASS MENTAL a handy. Keep
  13. 13. (ergo:) The management philosophy of Jim Buckmaster, CEO of Craig’s List • Listen to what users want. Try to make the site faster and better. • Hire good people. • No meetings, ever. quot;I find them stupefying and useless.quot; • No management programmes and no MBAs. • Forget the figures. • Occasionally, give people quot;a very gentle nudgequot;. This can be done over lunch or on the instant messaging boards. • He doesn't reply to any of his 100 daily messages, most of which beg Craigslist to do a deal. quot;I'm not real chatty on e-mail.quot; • Put speed over perfection: quot;Get something out there. Do it, even if it isn't perfect.quot;
  14. 14. fig. 8.47.12.3 Stand Roughly There [ or how the perfect is the enemy of the good ]
  15. 15. (ergo:) “If you are not embarrassed by what you are releasing, you are taking too long.” REID HOFFMAN, LINKEDIN
  16. 16. getting fancy ALL ABOUT NOT things Sometimes WORKS. (Chillax.)
  17. 17. fig. 8.47.12.3 (cont.) 1: Why is it that services which seem perpetually “unfinished” are those that usully last the longest? 11: For the same reason that an accurate picture of a fast moving car needs to be blurry not sharp.
  18. 18. fig. 87.13.22 Plan Your Escape [ in other words: how to build it, and then get out of the way ]
  19. 19. (ergo:) “The key is recognizing that no matter how convinced you are in the power of your own ideas. Sometimes, ideas have ideas of their own. That's certainly true in terms of system design. I made the system self-sustaining for one reason: Back when I launched eBay on Labor Day 1995, eBay wasn't my business—it was my hobby. I had to build a system that was self-sustaining. Because I had a real job to go to every morning. I was working as a software engineer from 10 to 7, and I wanted to have a life on the weekends. So I built a system that could keep working—catching complaints and capturing feedback. If I had had a blank check from a big VC, and a big staff running around—things might have gone much worse. I would have probably put together a very complex, elaborate system—something that justified all the investment. But because I had to operate on a tight budget— tight in terms of money and tight in terms of time—necessity focused me on simplicity: So I built a system simple enough to sustain itself.” PIERRE OMIDYAR, EBAY FOUNDER Tufts Commencement Address, June 2002
  20. 20. then out OF Build GET IT town. (It’ll do you good.)
  21. 21. fig. 87.13.22 (cont.) 1: The art of Social Media is to provide the lightest weight social context for exchanging information. 11: It’s like hosting a cocktail party where you need to keep lots of conversations going on at the same time without getting stuck in any one of them.
  22. 22. fig. 8.47.12.3 Open the Switchboard [ or why lots of little conversations are better than one big speech ]
  23. 23. (ergo:) “Utility doesn’t have to be this big thing. It can take place in smaller, more frequent interactions” MARK ZUCKERBERG, FACEBOOK
  24. 24. NIMBLE and easier SMALL to ESCAPE. (It’s not very becoming.)
  25. 25. fig. 22.5.9 (cont.) 1: Conventional media wisdom is to tell a great big story to as many people as possible 11: Social Media is all about enabling lots of little stories to be created by lots of different people at the same time
  26. 26. fig. 22.5.9 Avoid (Excessive) Verbosity [ or why only 140 characters actually works ]
  27. 27. (ergo:) quot;Creativity comes from constraint.quot; BIZ STONE, TWITTER
  28. 28. KEEP and IT Keep your brief audience. (They’re already listening, anyway.)
  29. 29. fig. 22.5.9 (cont.) 1: We assume that engagement scales with bandwidth 11: But low bandwidth social interactions seem to resonate stronger than high bandwidth multimedia experiences.
  30. 30. fig. 38.21.7 Advertise Socially [ Why ]
  31. 31. (in other words:) “We’re getting paid to present you with the opportunity to interact with a product socially. And, if you choose to do so and we can display this interaction to your friends, then we’ve done half our job. The other half is ensuring that the social experience was well received by you and your friends. It’s a different type of adverting that pulls from the core of the social graph in a distributed manner that is neither invasive nor annoying.” DAVE GENTZEL, SOCIALMEDIA.COM
  32. 32. GET OUT.
  33. 33. fig. 22.5.9 (cont.) 1: Internet advertising is typically a message from a company that attempts to distract a user from what he is doing in order to get him to click on a link to an advertiser web site. 11: Social advertising is typically a message from a person who has been prompted by a company to say something. It promotes brand equity without requiring the user clicking away.
  34. 34. fig. 14.26.3 Measure Your Influence [ basically, how to manage the ratio of information to attention ]
  35. 35. (ergo:) “influence = how likely people are to do what you say, given who you are, not what you say.” JOSH REICH
  36. 36. REMEMBER Nobody LIKES a SHOWOFF. (I mean, really.)
  37. 37. fig. 14.26.3 (cont.) 1: Influence = Attention / Information = ratio of attention one gets to information one produces 11: The popular person who says little (i.e. the Pope or Ben Bernanke) is usually more influential than the popular person who says a lot (i.e. Robert Scoble or Jason Calacanis).
  38. 38. b THANK YOU b
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