the consumer and social media in Australia

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  • front slide: image australia social media consumer
  • we believe in two things….
  • we believe in two things….
  • Before mass media only religious organisations, monarchies and rulers publicly projected information, then mass media emerged and consumers had a whole new source of opinion. This opened up a wealth of new information sources which brought a new form of entertainment and leisure, increased education levels and generated a new level of scrutiny on the bodies of power. It also created the modern advertising market and marketing was built up upon this. However mass media was and still is a professional environment, ruled by big corporations, But in the last few years there has been an absolute revolution in who dictates the agendaThe web and specifically the tools of Social Media like blogs, social networks and video sharing sites have made it incredibly easy for consumers to publish and share opinions.At the same time consumer input in the form of comments, ratings and rankings are now standard across a huge number of sites, from retail sites to news sites to portalsDigital communications technologies like SMS, email and Instant Messenger mean that more and more of our communication is in a digital format. This moves us into an environment where it is much easier to share opinions and influence as well as maintain larger and more remote friend networksThis massive volume of consumer communication has created a new world of transparency and scrutiny, where nothing is a secret. It has also connected us with the opinions of complete strangers.
  • Before mass media only religious organisations, monarchies and rulers publicly projected information, then mass media emerged and consumers had a whole new source of opinion. This opened up a wealth of new information sources which brought a new form of entertainment and leisure, increased education levels and generated a new level of scrutiny on the bodies of power. It also created the modern advertising market and marketing was built up upon this. However mass media was and still is a professional environment, ruled by big corporations, But in the last few years there has been an absolute revolution in who dictates the agendaThe web and specifically the tools of Social Media like blogs, social networks and video sharing sites have made it incredibly easy for consumers to publish and share opinions.At the same time consumer input in the form of comments, ratings and rankings are now standard across a huge number of sites, from retail sites to news sites to portalsDigital communications technologies like SMS, email and Instant Messenger mean that more and more of our communication is in a digital format. This moves us into an environment where it is much easier to share opinions and influence as well as maintain larger and more remote friend networksThis massive volume of consumer communication has created a new world of transparency and scrutiny, where nothing is a secret. It has also connected us with the opinions of complete strangers.
  • new media and technology are driving a change in consumption
  • brands have learnt to reach consumers in different ways
  • so what have we learnt
  • we believe in two things….
  • conversations are happening about your brand
  • be nice or leave
  • social media fails
  • target market not blank canvas
  • contagious network
  • we believe in two things….
  • we believe in two things….
  • we believe in two things….
  • we believe in two things….
  • we believe in two things….
  • we believe in two things….
  • we believe in two things….
  • we believe in two things….
  • we believe in two things….
  • the consumer and social media in Australia

    1. 1. the consumer and social media in Australia<br />
    2. 2. we believe in two things…<br />
    3. 3. #1<br />consumers are influenced <br />in different ways<br />
    4. 4. the influence revolution<br />mass media age<br />pre media age<br />social media age<br />consumers<br />dictate <br />professional media <br />dictate <br />church, state, monarchy dictate the agenda<br />volume of recommendation<br />
    5. 5. the influence revolution<br />mass media age<br />pre media age<br />social media age<br />talk face to face<br />phone call<br />talk to a shop worker<br />consult a professional<br />readers letters<br />phone in: TV / radio<br />SMS<br />email<br />instant messenger<br />talk face to face<br />phone call<br />talk to a shop worker<br />consult a professional<br />readers letters<br />phone in: TV / radio<br />SMS<br />email<br />instant messenger<br />talk face to face<br />phone call<br />talk to a shop worker<br />consult a professional<br />readers letters<br />phone in: TV / radio<br />talk face to face<br />talk to a shop worker<br />
    6. 6.
    7. 7.
    8. 8. x<br />x<br />
    9. 9. #2<br />media consumption has changed<br />
    10. 10. x<br />x<br />
    11. 11. x<br />x<br />
    12. 12. x<br />x<br />
    13. 13. x<br />x<br />
    14. 14. x<br />x<br />
    15. 15.
    16. 16.
    17. 17.
    18. 18. most importantly…<br />
    19. 19. it’s about relationships<br />and conversations<br />
    20. 20. where do we<br />
    21. 21. we listen<br />
    22. 22. some are getting this part very wrong<br />
    23. 23. when this happened last year…<br />
    24. 24. BP weren’t listening.<br />
    25. 25. BP weren’t listening.<br />so someone stood up.<br />
    26. 26. BP weren’t listening.<br />so someone stood up.<br />his name was.<br />
    27. 27. Leroy Stick.<br />
    28. 28. Leroy Stick had this to say.<br />
    29. 29. Leroy Stick had this to say.<br />“<br />I started @BPGlobalPR, because the oil spill had been going on for almost a month and all BP had to offer were bullshit PR statements. No solutions, no urgency, no sincerity, no nothing. That’s why I decided to relate to the public for them.<br />”<br />
    30. 30. Leroy Stick had this to say.<br />“<br />So what is the point of all this? <br />The point is, FORGET YOUR BRAND. You don’t own it because it is literally nothing. You can spend all sorts of time and money trying to manufacture public opinion, but ultimately, that’s up to the public, now isn’t it?<br />”<br />
    31. 31. skittles thought they knew how it all worked<br />
    32. 32. tweet skittles and it<br />will appear on our homepage<br />
    33. 33. if social media is all about conversations, let's be honest there really isn't that much to say about skittles <br />you're asking for trouble<br />
    34. 34.
    35. 35. dr pepper, a coca-cola brand, wanted to go “viral”<br />
    36. 36. dr pepper, a coca-cola brand, wanted to go “viral”<br />so they created an app that would take over your <br />facebook status <br />
    37. 37.
    38. 38. … a fourteen-year-old girl has her status changed to”<br />“I watched 2 girls 1 cup and felt hungry afterwards.”<br />not cool.<br />
    39. 39.
    40. 40. it’s important to understand that brands and people can’t be interesting and appeal to everyone<br />

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