Social Media Brain Dump for CEO

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Trust is a huge issue for social media. Keep my identity safe - keep my reputation safe - trust that info has integrity - unbiased etc. Consumers of media have the ability to check your credibility in minutes

In the wider world – individuals more than ever are powering news We no longer trust the established monopoly voice

Far from being a sound bite machine, Twitter scored a victory this week over big business and vexatious litigious big business at that. Last month, the Guardian reported that British oil company Trafigura had offered a £30 million payout to 31,000 victims of toxic dumping in West Africa – £1,000 ($1,635) each. MP Paul Farrelly tabled a question in Parliament about the protection of whistleblowers, press freedom and Carter-Ruck/Trafigura. On Monday October 12th Carter-Ruck attempts to prevent the Guardian from reporting on Farrelly’s question. At 8.31pm on Monday evening the Guardian tweeted “prevented from identifying the MP who has asked the question, what the question is, which minister might answer it, or where the question is to be found”, and the unstoppable power of twitter was unleashed. After just 42 minutes twitter reported what the Guardian had been gagged from publishing. By Midday on Tuesday Twitter reported that the most popular search terms were “outrageous gagging order trafigura dumping scandal”, “ruck” and “guardian”. By lunchtime on Tuesday Carter-Ruck, the legal firm representing Trafigura had dropped their gagging order.

We want to be ahead of mainstream adoption though.

Facebook saw a decline (briefly) in members when they announced the launch of Beacon. When microsoft [paid $15m for the right to push advertising via facebook the market place rightly asked why this was worth $15m. Zuckerburg proudly told them that beacon was the reason, it tracked facebook users activities on and off facebook – e.g. what you buy on amazon.com and feeds that back to the advertisers…. Many millions left screaming big brother was out to get us. Is he? Or if we are to face 2000 marketing messages a day shouldn’t they be as tailored as possible? As marketers shouldn’t we be embracing this?

What RSS does is notify a “newsreader” or your personal homepage (on Google, Microsoft Live etc.) that there is new content available and sends it the text and images. You can read these in your newsreader without having to visit the website itself. The importance of RSS, then, is that it allows blogs and other social media to build or become part of communities. They may often be small communities, but they are very focussed. Exactly what we need to promote our products!!!! CLICK – this one is an interesting one and leads to the next explanation – aggregators or newsreaders – first though an example of a competitor (Pearsons) who are offering a huge selection of RSS feeds when you sign up for email newsletters

My collated Blogs/RSS reader also known as an aggregator.

Content Communities are sites that collate content in a special format e.g. Flickr or you tube. However it is now common for social bookmarking sites to be considered content communities.

Sites like stumbleupon, delicious, digg are all sites where you can rate content you’ve read on their site or on others.

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Social Media Brain Dump for CEO - Presentation Transcript

How will Social Media change my business? has ∧ d
Trust?
Then/Now Future ###
Scoble’s Starfish
Corporate Application of SM
- Customer Engagement
- New customer lead acquisition
- Branding
- Thought Leadership
- Product Development
- Enterprise efficiencies
Examples of SM Customer Delight
Your Competitors
Is 140 characters a ‘sound bite machine for broadcasting one-liners’?
“ Twitter’s detractors are used to sneering that nothing of value can be said in 140 characters. My 104 characters did just fine.” Alan Rushbridger, Editor of the Guardian commented
With or without you:
Embrace the changes by horizon scanning and acting faster than competitors
- Otherwise you're like the French radical, watching the crowd run by and saying,
- "There go my people. I must find out where they're going so I can lead them."
Corporate Application of SM
- Customer Engagement
Enterprise efficiencies
- e.g. Google Wave
- http://www.youtube.com/watch?v=rDu2A3WzQpo
Scale of Social networks
- MySpace
- 263 million
- Hi5
- 80 million ( India , Portugal , Mongolia , Thailand , Romania , Jamaica , Central Africa and Latin America .)
- Orkut
- 67 million (Pakistan, India, Brazil)
Linkedin better for others
Really Simple Syndication
Content Collator/Stumbleupon Content communities: specialist format and bookmarking sites
Del.icio.us
250,000,000 tagged media pieces (Technorati)
What’s next?