Future of Social Media

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For an event in Melbourne, Australia hosted by MySpace

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  • In the beginning….
  • Location, function, price… Recommendation & WOM Had to make sure the product/service/offering great. Research, focus groups, acceptance testing
  • Mass media came along…
  • Tv, radio, print Emotion, stretched truths, etc Even if we had limited REAL value
  • With the customer at the centre of everything we do. Product development - Market research, Design, Testing Improved communications Price points Locations
  • Things started to change…
  • Early Adopters Small niche groups, not massive reach Forums & Blog Origin of the internet Google first social media platform Site’s ranked by number of links Very low level reach Organisations weren’t worried
  • MySpace triggered a change…
  • Organisations started losing control of their message. Traditional media still works. We’d done it for years.
  • Organisations started losing control of their message. Traditional media still works. We’d done it for years.
  • Provide more real value. Listen more. Change. Talk when needed.
  • Advertising starts to become less valuable But it’s still important
  • Tv, radio, print Emotion, stretched truths, etc
  • Companies without value wont survive. All the channels work But if you’re no relevant they’ll tell each other. No matter what you tell them.
  • Organisations started losing control of their message. Traditional media still works. We’d done it for years.
  • It’s sustainable. Genuine. Simple. Because so many brands still aren’t doing the basics. Technology will continue to outpace agencies & clients. Becoming more customer centric will outlive any smart Tweeting strategy.
  • Growing at 500/day Started a few months ago 45,000 + fans No advertising No magic pill Just a cool brand
  • Future of Social Media

    1. 1. To be interesting and useful
    2. 2. 1950 1989 2003 2010 2015 1901 MICRO MEDIA
    3. 3. Value was the product & service.
    4. 4. 1956 1989 ONE WAY MASS MEDIA 2003 2010 2015 1901 MICRO MEDIA
    5. 5. We talked up our brands
    6. 6. Unhappy customers told a friend or two…
    7. 7. So we talked some more…
    8. 8. They kinda liked us again
    9. 10. It worked…
    10. 11. … for years
    11. 12. Some businesses invested in product & service
    12. 14. Great brands were born
    13. 15. Because they were connected to their customers
    14. 16. 1950 1989 ONE WAY MASS MEDIA PEER TO PEER MEDIA 2003 2010 2015 1901 MICRO MEDIA
    15. 17. Things started to change
    16. 19. 1950 1989 ONE WAY MASS MEDIA PEER TO PEER MEDIA 2003 MASS SOCIAL MEDIA 2011 2015 1901 MICRO MEDIA
    17. 20. One important thing changed. The masses listened.
    18. 21. Belong to a social network 6.5M Used video to make a decision 6.5M Read a blog 6.8M Read a wiki 6.9M Uploaded a photo 7.2M Viewed a social profile 7.7M Read product reviews/discussions 9.8M Source: Nielsen Online Consumer Generated Media Report 2008-2009
    19. 22. % people trust completely or somewhat Source: The Nielsen Company, July 2009 70% Online opinions 90% Known people 70% Brand websites
    20. 23. Social joined the media pack
    21. 24. Mass. Controlled. Few. Fragmented. Voted. Referred.
    22. 25. Control of yesterday. Talk. Control of today. Listen.
    23. 26. Individuals are defining our value
    24. 27. 1950 1989 ONE WAY MASS MEDIA PEER TO PEER MEDIA 2003 MASS SOCIAL MEDIA 2010 SOCIAL CLUTTER 2015 1901 MICRO MEDIA
    25. 28. Brands are scrambling
    26. 29. Some are making a splash
    27. 30. Others are going quietly ? ? ? ? ? ? ? ?
    28. 31. And the rules are changing.
    29. 32. Only 1440 minutes in a day. The relevant will stand out. The interesting & useful.
    30. 33. False Strategy Tweet Viral Advertise Blog UGC Competition
    31. 34. Real Strategy Be customer centric Be relevant Listen & respond Be useful Provide value!
    32. 35. Respond with… New products, more staff, different ads, service, packaging, price points. … whatever they want.
    33. 37. Everyone’s affected
    34. 38. Everyone’s affected Customer service Marketing Product development Research PR & Corporate affairs
    35. 39. It’s not rocket science
    36. 40. The landscape has changed
    37. 41. Control of yesterday. Talk. Control of today. Listen.
    38. 43. Why is this the future?
    39. 44. How can you be Interesting Useful Relevant Valuable
    40. 45. Individuals define the value Social media is customer feedback It’s not rocket science It’s not about technology Every brand wants a piece of it It’s about to get cluttered Listen & respond It’s a new media landscape
    41. 46. Social media is customer feedback How interesting & useful are you?
    42. 47. Simon T Small Senior Planner, Visual Jazz @simontsmall [email_address] blog.visualjazz.com.au @thevisualjazz

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