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TheFuture of Social Media<br />Stephen Waddington<br />@wadds<br />Managing Director<br />Speed<br />
Agenda<br /><ul><li>A changing media landscape
The rise of social media
A shift to participation
An opportunity for the PR industry</li></li></ul><li>1990: Thebirth of the Internet<br />ICCO Summit 2011<br />3<br />Flic...
1998: Google launched<br />ICCO Summit 2011<br />4<br />Screen grab: WayBackMachine<br />
“Networked markets are beginning to self-organize faster than the companies that have traditionally served them.”<br />“Th...
News printchallenged<br />ICCO Summit 2011<br />6<br />Flickr: frontlineblogger<br />
Broadcastisbooming<br />ICCO Summit 2011<br />7<br />Flickr: jonnybaker<br />
Our media appetiteisinsatiable<br />ICCO Summit 2011<br />8<br />Flickr: Locator<br />
Therise of social media<br />
New influenceflows<br />ICCO Summit 2011<br />10<br />Source: www.philipsheldrake.com<br />
New influencers<br />ICCO Summit 2011<br />11<br />Flickr: br1dotcom<br />
Facebook<br />ICCO Summit 2011<br />12<br />Awareness of Facebook is 100%.More than 400m users for an average of 37 minute...
Twitter<br />ICCO Summit 2011<br />13<br />200m users on Twitter for an average of 23 minutes<br />
Vkontake<br />ICCO Summit 2011<br />14<br />Vkontake has 39% penetration in Eastern Europe<br />
Tuenti<br />ICCO Summit 2011<br />15<br />In Spain Facebook is the largest social media site followed by Tuenti<br />
Mobile (and location)<br />ICCO Summit 2011<br />16<br />Flickr: macanudos.es<br />
A shifttoparticipation<br />
Usergeneratedcontent<br />ICCO Summit 2011<br />18<br />Flickr: Kordian<br />
Radical transparency<br />ICCO Summit 2011<br />19<br />Flickr: acidpolly<br />
Loss of control: peopletalk<br />ICCO Summit 2011<br />20<br />Flickr: duncan<br />
Interplaywithtraditional media<br />ICCO Summit 2011<br />21<br />Flickr: alinababafriend<br />
Reality versus expectation = conversation<br />ICCO Summit 2011<br />22<br />
Anopportunityforthe PR industry<br />
Public fooled via spin<br />Information through communication<br />Public engagement via two way communication<br />Back t...
Content creation<br />ICCO Summit 2011<br />25<br />Flickr: kwl<br />
Authenticity<br />ICCO Summit 2011<br />26<br />Source: http://www.alastaircampbell.org<br />
Radical shift in organisationalcommunication<br />ICCO Summit 2011<br />27<br />Flickr: stewartmorris<br />
Engagement and participation<br />ICCO Summit 2011<br />28<br />Flickr: chrisjohnbeckett<br />
Monitoring<br />ICCO Summit 2011<br />29<br />Flickr: donsolo<br />
Social relationshipmanagement<br />ICCO Summit 2011<br />30<br />
Open business<br />ICCO Summit 2011<br />31<br />Flickr: donsolo<br />
49% integrate social media with traditional PR, across practice areas<br />31% rely on a dedicated social media team withi...
UK search marketing worth $5.8 billion in 2010<br />US market worth $16.6 billion in 2010<br />Butwe’vebeenherebefore<br /...
54% of consultancy heads believe clients have mixed views as to which communications discipline owns social media<br />27%...
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ICCO Summit: The future of social media

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Transcript of "ICCO Summit: The future of social media"

  1. 1. TheFuture of Social Media<br />Stephen Waddington<br />@wadds<br />Managing Director<br />Speed<br />
  2. 2. Agenda<br /><ul><li>A changing media landscape
  3. 3. The rise of social media
  4. 4. A shift to participation
  5. 5. An opportunity for the PR industry</li></li></ul><li>1990: Thebirth of the Internet<br />ICCO Summit 2011<br />3<br />Flickr: campuspartybrasil<br />
  6. 6. 1998: Google launched<br />ICCO Summit 2011<br />4<br />Screen grab: WayBackMachine<br />
  7. 7. “Networked markets are beginning to self-organize faster than the companies that have traditionally served them.”<br />“Thanks to the web, markets are becoming better informed, smarter, and more demanding of qualities missing from most business organizations.”<br />2000: CluetrainManifesto<br />ICCO Summit 2011<br />5<br />
  8. 8. News printchallenged<br />ICCO Summit 2011<br />6<br />Flickr: frontlineblogger<br />
  9. 9. Broadcastisbooming<br />ICCO Summit 2011<br />7<br />Flickr: jonnybaker<br />
  10. 10. Our media appetiteisinsatiable<br />ICCO Summit 2011<br />8<br />Flickr: Locator<br />
  11. 11. Therise of social media<br />
  12. 12. New influenceflows<br />ICCO Summit 2011<br />10<br />Source: www.philipsheldrake.com<br />
  13. 13. New influencers<br />ICCO Summit 2011<br />11<br />Flickr: br1dotcom<br />
  14. 14. Facebook<br />ICCO Summit 2011<br />12<br />Awareness of Facebook is 100%.More than 400m users for an average of 37 minutes<br />
  15. 15. Twitter<br />ICCO Summit 2011<br />13<br />200m users on Twitter for an average of 23 minutes<br />
  16. 16. Vkontake<br />ICCO Summit 2011<br />14<br />Vkontake has 39% penetration in Eastern Europe<br />
  17. 17. Tuenti<br />ICCO Summit 2011<br />15<br />In Spain Facebook is the largest social media site followed by Tuenti<br />
  18. 18. Mobile (and location)<br />ICCO Summit 2011<br />16<br />Flickr: macanudos.es<br />
  19. 19. A shifttoparticipation<br />
  20. 20. Usergeneratedcontent<br />ICCO Summit 2011<br />18<br />Flickr: Kordian<br />
  21. 21. Radical transparency<br />ICCO Summit 2011<br />19<br />Flickr: acidpolly<br />
  22. 22. Loss of control: peopletalk<br />ICCO Summit 2011<br />20<br />Flickr: duncan<br />
  23. 23. Interplaywithtraditional media<br />ICCO Summit 2011<br />21<br />Flickr: alinababafriend<br />
  24. 24. Reality versus expectation = conversation<br />ICCO Summit 2011<br />22<br />
  25. 25. Anopportunityforthe PR industry<br />
  26. 26. Public fooled via spin<br />Information through communication<br />Public engagement via two way communication<br />Back tothefuture<br />ICCO Summit 2011<br />24<br />
  27. 27. Content creation<br />ICCO Summit 2011<br />25<br />Flickr: kwl<br />
  28. 28. Authenticity<br />ICCO Summit 2011<br />26<br />Source: http://www.alastaircampbell.org<br />
  29. 29. Radical shift in organisationalcommunication<br />ICCO Summit 2011<br />27<br />Flickr: stewartmorris<br />
  30. 30. Engagement and participation<br />ICCO Summit 2011<br />28<br />Flickr: chrisjohnbeckett<br />
  31. 31. Monitoring<br />ICCO Summit 2011<br />29<br />Flickr: donsolo<br />
  32. 32. Social relationshipmanagement<br />ICCO Summit 2011<br />30<br />
  33. 33. Open business<br />ICCO Summit 2011<br />31<br />Flickr: donsolo<br />
  34. 34. 49% integrate social media with traditional PR, across practice areas<br />31% rely on a dedicated social media team within the consultancy<br />11% rely on external partners<br />9% use a combination of the approaches above<br />Anopportunityrecognised<br />ICCO Summit 2011<br />32<br />
  35. 35. UK search marketing worth $5.8 billion in 2010<br />US market worth $16.6 billion in 2010<br />Butwe’vebeenherebefore<br />ICCO Summit 2011<br />33<br />
  36. 36. 54% of consultancy heads believe clients have mixed views as to which communications discipline owns social media<br />27% of respondents believe clients see social media communications as part of PR activity<br />19% feel that a majority of clients do not view such services as part of public relations<br />It’s time toclaimourground<br />ICCO Summit 2011<br />34<br />
  37. 37. Images sourced from Flickr with thanks to: acidpolly, alinababafriend, br1dotcom, campuspartybrasil, chrisjohnbeckett, donsolo, duncan, frontlineblogger, jonnybaker, Kordian, kwl, Locator, macanudos.es, and stewartmorris.<br />Other images with thanks to: Alistair Campbell, Phillip Sheldrake, and WayBackMachine.<br />Photocredits<br />ICCO Summit 2011<br />35<br />
  38. 38. TheFuture of Social Media<br />Stephen Waddington<br />@wadds<br />Managing Director<br />Speed<br />
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