ocial
Media
Understanding the conversations below the surface
The end of business as usual
Social Media
Bootcamp

What do you think when you
think when you hear...
Social Media?

Social
What is
Media

Social Media
foundations?
Friendster
March 2002
Myspace
August 2003

ed
rt
ta
s
reygo when
sto a ces
is
her y long tim e conversati pla
Tv on
wer
a
ets
ark
m

As time passed
for a variety of reasons the human
connection faded

OK...
Social
what is
Media

A key lesson from
The Cluetrain Manifesto
Networked markets are beginning to self-organize
faster than the companies that have traditionally
served them. Thanks to the web, markets are
becoming better informed, smarter, and more
demanding of qualities missing from most
business organizations.”

Social Media is a
conversation
Supported by online tools

like these

The important thing in Social Media is
the real people who use it
and their social interactions

It’s all about the Cs
Competition
Creative Creation
Collaboration
Communication
Community
Creative Class
Connected convergence

most company still just
don’t get it
They haven’t
gotten
on the cluetrain...

The foundations of
Social Media
Internal Markets Conversations External Markets

People are not just demographics anymore
to connect with them you need to understand...
relationships are more powerful than marketing
Pownce
SXSW
Twitter
Facebook
Friends
Imeem
Art &
Design
Corporate
Last.FM Blogs
Marketing

Instead of slick images of what they’d like people to think they are...
to open so
companies
People want see them
can really
people

Don’t
Why
they

hang
Because they
on to the one
thing they think
they can’t live
without

Control

They only think they are in control.
- Cluetrain Manifesto

Conversation
will happen
without you
initiating them

Once companies realize this
they’ll be much better off

The rules of
Social Media
Participation Connections
Conversation Community
Listen to your market place

It’s not just a new
messaging channel...
Social Media and PR are cousins
but they aren’t the same thing

What we learned from
The Cluetrain
Manifesto