Next Generation Social Marketing

Slide 1: Next Generation Social Marketing Photo: ocean.flynn http://www.flickr.com/photos/oceanflynn/315385916/

Slide 2: Social Media Jeopardy!

Slide 3: Her teenage angst about parents and boyfriend was watched by millions on YouTube until she was exposed as a hired actress

Slide 4: This word describing an online collaborative tool comes from the Hawaiian word meaning “quick”

Slide 5: You would be excited to be listed as one of someone’s top eight friends on this social networking site

Slide 6: This presidential candidate recently opened a virtual office in Second Life

Slide 7: The initials RSS stand for this tool used by blogs, news sites and people wanting to track their ego feed

Slide 8: The combination of these two ingredients started a trend on YouTube of videos showing the explosive results

Slide 9: “Astroturfing” and “sock puppetry” are two different methods of doing this online marketing no-no

Slide 10: The revelation about a forged document by this blog led to the downfall of Dan Rather

Slide 11: socialmedia.wikispaces.com/presentation

Slide 13: Web 1.0 is… • Static • Centrally managed • Slow to change • Unidirectional • Tech-heavy Photo: trixiebedlam http://www.flickr.com/photos/trixiepix/382991932/

Slide 14: Web 1.0

Slide 15: What is Web 2.0?

Slide 16: The People Formerly Known as the Audience Photo: Arend Kuester http://www.flickr.com/photos/arendpictures/1165255854

Slide 17: Photo: Waxy Poetic http://www.flickr.com/photos/waxypoetic/274724321/

Slide 18: The Internet is Part of Our Lives Pew Internet Survey - Dec. 2006 • U.S. adults - 70% use it • World - 17% use it • 91% of internet users use e-mail • 91% use search engines • 67% get news • 66% visit a government website • 39% read blogs Photo: Kimi Iwasaki http://www.flickr.com/photos/quimix/149816828/

Slide 19: Most Adults are Online 2000-2006 100% 85% 80% 80% 69% 60% 40% 31% 20% 0% Age 18-29 Age 30-49 Age 50-64 Age 65+ Pew Internet Project Surveys, 2000-2006

Slide 20: 93% of American teens are online Photo: Bdegan http://www.flickr.com/photos/bdegan/70074551/

Slide 21: Health & Social Issues Online • 79% of internet users look for health/medical information online • 58% go to a website that provides info/support for a specific medical condition or personal situation • 54% look online for news or information about politics • 30% look for religious/spiritual info Pew Internet Project Surveys • 18% make a donation to a charity online Photo:WujekDobraRada http://www.flickr.com/photos/wujek-dobra-rada/414458218/

Slide 22: Media Shift Source: Blackfriars Marketing http://www.blackfriarsinc.com/blog/2007/03/advertising-shift-away-from-tv-radio

Slide 23: The Death of the 30 Second Spot? Photo: you are your atman http://www.flickr.com/photos/midlander/47670621/

Slide 24: Social Media Marketing SOCIAL MEDIA TO THE RESCUE! With apologies to XKCD http://xkcd.com/c208.html

Slide 25: What can you do with social media? Communicate Collective Wisdom Connect Customization Collaborate/ Conversation Co-Create Community Collect/Categorize All leading to the big C -- CHANGE!

Slide 26: Communicate Blogs Podcasts Video Blogging Video Sharing Photo Sharing

Slide 27: Blogs

Slide 32: Podcasts

Slide 34: Video Blogging/Sharing

Slide 37: Photo Sharing

Slide 39: Connect Social networks Mobile text messaging Instant messaging/Twitter Skype

Slide 40: Social Networks

Slide 44: Mobile Text Messaging Smoking cessation Nutrition Fitness Medication reminders Disaster response Symptom checker Diabetes Photo: de.ef.ha http://www.flickr.com/photos/deefha/40136221/

Slide 47: Collaborate/Co-Create Wikis Consumer-Generated Media Open Source Software Creative Commons Mash-ups

Slide 50: CGM

Slide 51: Open Sourcing

Slide 53: Collect/Categorize Tagging Social Bookmarking Search Engines

Slide 54: Tagging Photo: Beth Kanter http://www.flickr.com/photos/cambodia4kidsorg/260004685/

Slide 58: Collective Wisdom Ratings Sites Wikipedia Social News

Slide 63: Customization RSS Widgets Virtual Worlds/Avatars

Slide 66: Widgets

Slide 67: Custom Avatars

Slide 69: CDC in Second Life

Slide 70: Conversation Blog Comments/Responses Meme Trackers

Slide 75: Community Created by all of the above Fostered by common interests Built through conversations

Slide 76: How can these tools lead to change? Building awareness, spreading the word Providing social support and motivation Coordinating unified approach Involving those affected by the problem in creating the solution Helping people take action Customizing messages Humanizing the issue