Future of Social Media
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Future of Social Media

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For an event in Melbourne, Australia hosted by MySpace

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 Future of Social Media Presentation Transcript

  • To be interesting and useful
  • 1950 1989 2003 2010 2015 1901 MICRO MEDIA
  • Value was the product & service.
  • 1956 1989 ONE WAY MASS MEDIA 2003 2010 2015 1901 MICRO MEDIA
  • We talked up our brands
  • Unhappy customers told a friend or two…
  • So we talked some more…
  • They kinda liked us again
  •  
  • It worked…
  • … for years
  • Some businesses invested in product & service
  •  
  • Great brands were born
  • Because they were connected to their customers
  • 1950 1989 ONE WAY MASS MEDIA PEER TO PEER MEDIA 2003 2010 2015 1901 MICRO MEDIA
  • Things started to change
  •  
  • 1950 1989 ONE WAY MASS MEDIA PEER TO PEER MEDIA 2003 MASS SOCIAL MEDIA 2011 2015 1901 MICRO MEDIA
  • One important thing changed. The masses listened.
  • 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
  • % people trust completely or somewhat Source: The Nielsen Company, July 2009 70% Online opinions 90% Known people 70% Brand websites
  • Social joined the media pack
  • Mass. Controlled. Few. Fragmented. Voted. Referred.
  • Control of yesterday. Talk. Control of today. Listen.
  • Individuals are defining our value
  • 1950 1989 ONE WAY MASS MEDIA PEER TO PEER MEDIA 2003 MASS SOCIAL MEDIA 2010 SOCIAL CLUTTER 2015 1901 MICRO MEDIA
  • Brands are scrambling
  • Some are making a splash
  • Others are going quietly ? ? ? ? ? ? ? ?
  • And the rules are changing.
  • Only 1440 minutes in a day. The relevant will stand out. The interesting & useful.
  • False Strategy Tweet Viral Advertise Blog UGC Competition
  • Real Strategy Be customer centric Be relevant Listen & respond Be useful Provide value!
  • Respond with… New products, more staff, different ads, service, packaging, price points. … whatever they want.
  •  
  • Everyone’s affected
  • Everyone’s affected Customer service Marketing Product development Research PR & Corporate affairs
  • It’s not rocket science
  • The landscape has changed
  • Control of yesterday. Talk. Control of today. Listen.
  •  
  • Why is this the future?
  • How can you be Interesting Useful Relevant Valuable
  • 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
  • Social media is customer feedback How interesting & useful are you?
  • Simon T Small Senior Planner, Visual Jazz @simontsmall [email_address] blog.visualjazz.com.au @thevisualjazz
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