Social Media Stories 2.0

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Completely revised and streamlined from last version

Critical analysis of Social Media with best practices for media and advertising professionals

- Why is Social Media so important?

- Key Insights:

-- Lose control

-- Stream Small

-- Create Socially

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Social Media Stories 2.0

  1. THE CAUTIONARY TALES OF SOCIAL MEDIA b as told by b S e t h Justin G o l d s t e i n . www.socialmedia.com twitter @seth seth@socialmedia.com
  2. Reality CHECK.
  3. { Q: } Why is social media so important?
  4. SOCIAL MEDIA COMMUNICATIONS MEDIA TWITTER SKYPE FACEBOOK GOOGLE EMAIL MYSPACE CABLE FAX CRAIGSLIST TV TELEPHONE EBAY RADIO TELEGRAPH AOL PRINT GUTENBERG
  5. SO, WHAT ARE YOU SO AFRAID OF?
  6. THIS?
  7. (yes, it really happened...)
  8. (honest, it did...) “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.” New York Times April 16 2009
  9. (okay, then...) HELP! HOW DO WE GET OUT OF HERE?
  10. fig. 14.22.18 LOSE CONTROL [ or the hows and whys of getting out of the way ]
  11. (in other words...) TAKE A REALLY BIG CHANCE.
  12. 01. Most companies are scared of social media as they fear LOSING CONTROL OF THEIR BRAND.
  13. 02. And yet consumers invest more in brands that REWARD THEIR PARTICIPATION.
  14. (but remember...) DON’T BE TOO FANCY.
  15. (words to live by...) “If you aren’t embarrassed by what you’re releasing, you’re taking too long.” REID HOFFMANN Founder of LinkedIn
  16. 03. Services which seem perpetually ‘unfinished’ are those THAT USUALLY LAST THE LONGEST.
  17. { Q: } How do you take an accurate picture of a fast moving vehicle?
  18. { A: } Like this?
  19. { A: } ...or this?
  20. (for example...) “Brands are now becoming conversation factors where academics, celebrities, experts and key opinion formers discuss functional, emotional and... social concerns.” SIMON CLIFT Unilever
  21. 04. Social Media provides a light-weight CONTEXT FOR EXCHANGING INFORMATION.
  22. (what we really mean is...) IT’S LIKE A COCKTAIL PARTY.
  23. (i.e....) NOT A MONOLOGUE.
  24. 05. You need to keep lots of conversations going at the same time WITHOUT GETTING STUCK IN ANY OF THEM.
  25. (see what we mean...) “I built a system simple enough to sustain itself.” PIERRE OMIDYAR eBay
  26. GET OUT.
  27. fig. 22.5.9 STREAM SMALL [ or why only 140 characters actually works ]
  28. 01. Keep it brief and keep your audience. THEY’RE ALREADY LISTENING ANYWAY.
  29. (but don’t take our word for it...) “Creativity comes from constraint.” BIZ STONE Twitter
  30. 02. We tend to assume that engagement SCALES WITH BANDWIDTH.
  31. 03. But low-bandwidth devices RESONATE LONGER
  32. (words to live by...) SMALL AND NIBLE = EASIER TO ESCAPE.
  33. fig. 38.21.7 CREATE SOCIALLY [ or how to get your brand in the mouths of others ]
  34. 04. Traditional media tells the same big story TO AS MANY PEOPLE AS POSSIBLE.
  35. 05. Social Media is about lots of little stories told IN SMALL GROUPS AT THE SAME TIME.
  36. (as we were saying...) “Utility doesn’t have to be this big thing. It can take place in smaller, more frequent interactions.” MARK ZUKERBERG Facebook
  37. 01. Internet advertising is so annoying. IT DISTRACTS USERS.
  38. 02. Social advertising is a real message FROM ONE PERSON TO ANOTHER
  39. 03. A good conversation CREATES LASTING IMPRESSIONS.
  40. 04. Social behavior inspires technology WHICH INSPIRES NEW SOCIAL BEHAVIOR
  41. KEY insights:
  42. (in summation...) 01. LOSE CONTROL b 02. STREAM SMALL b 03. CREATE SOCIALLY
  43. b THANK YOU b

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