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Social media what's going? v3 by Laurent François aka lilzeon


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The 3rd edition of "Social Media: what's going on?". 2011 trends on social media, insights. This presentation is used as an introduction to digital marketing in the era of Social Web.
Author: Laurent François aka lilzeon

Published in: Business

Social media what's going? v3 by Laurent François aka lilzeon

  1. 1. WHAT’S GOING ON IN SOCIAL MEDIA ? Laurent François –2011 - 3.0
  2. 2. Remember what we said in 2009 and 2010: the matrix would have changed <ul><li>“ Buy it, use it, break it, fix it, trash it, change it, melt, upgrade it, charge it, pawn it, zoom it, press it, snap it, work it, quick, erase it, write it, get it, paste it, save it, load it, check it, quick, rewrite it, plug it, play it, burn it (…)” Daft Punk </li></ul><ul><li>Then the # CRISIS happened </li></ul><ul><li>WACC = D1/(D + E) × 1/(1 - t) × i1 + D2/(D + E) × 1/(1 - t) × i2 + E/(D + E) × r r= error </li></ul><ul><li>Did it lead to a new society ? Did social media change the world ? </li></ul>
  3. 4. Yes, Social media is now big AND worldwide. Liquid , not flat
  4. 5. It’s about people talking to other people . It’s about culture
  5. 6. What has changed on Word-Of-Mouth : live footprint, live impact … “ When John Taylor, a bargeman and alehouse keeper turned journalist, published an edition of his Mercurius Aquaticus in 1643, he included a complete reprint of a rival paper, the Mercurius Britanicus — followed by a point-by-point smackdown of its contents. This was “fisking,” 17th-century-style: a form of argument beloved by bloggers who cut-and-paste something that offends them and then interlard it with commentary. The extra margin space included in a 1699 issue of Dawks’s Newsletter was meant to allow readers to write notes and commentary before passing the paper on to someone else. Web site designers may think that posting reader comments, which all too often devolve from sincerity to silliness to bigotry and ad hominem attacks, is a brave new invention of the interactive world. But interactivity is ancient. It’s at least as old as graffiti, and often just as useful.“ Philip Kennicot, moreheadlines
  6. 7. What is true for activism is also true for business and relationships (cynism)… <ul><li>Need </li></ul><ul><li>Hook a girl </li></ul><ul><li>Coup d’Etat </li></ul><ul><li>Buy new shoes </li></ul><ul><li>Technology </li></ul><ul><li>Online dating </li></ul><ul><li>Online social platforms </li></ul><ul><li>Social shopping </li></ul><ul><li>Design/Concept </li></ul><ul><li>Fast relationships </li></ul><ul><li>Awareness raising </li></ul><ul><li>Fashion WOM </li></ul>
  7. 8. Because of one rising usage: mobile internet, any where, any time, any -line
  8. 9. Smartphones: IRL social browsers
  9. 10. But there’s probably a first big issue : 2006 2010 Social Media is shaped by businesses , not human love
  10. 11. Social Web is discriminative , violent, culturally instable . People directly experience the situations and li ve-share their feelings. It’s all about «  me  » even when it’s « us », attention economy leads our stress and our stress is organized by the real curators : the market
  11. 12. The challenge: the me-sumer «  Twitter revolution narratives are popular because rather than being about Tunisia, they are often really about ourselves. When we glorify the role of social media we are partly glorifying ourselves. Some of us are not only praising the tools we know and love and use every day, but also the tools we build and have stakes in. To proclaim a Twitter revolution is almost a form of intellectual colonialism, stealthy and mildly delusional:  We project our world, our values, and concerns onto theirs and we shouldn’t. We use Twitter and so must they. In our rush to christen the uprising, did we think to ask Tunisians what they wanted to call their revolution?  » Luke Allnut
  12. 13. The new underground won’t happen through techno-geeks <ul><li>… because there’s nothing worse than mashing ideologies & technologies (see Frankenstein) </li></ul><ul><li>… even if their statements are sometimes right …and I apologize for my wrong bet last year (ha!) </li></ul>
  13. 14. Short ties are the new underground «   People I have spent more time with, have a level of emotional intensity and intimacy with and some reciprocal activity will qualify as strong ties. Think about your 5000 Twitter followers or 500+ Facebook friends and you quickly recognize that most of those qualify as weak ties. » John Bell
  14. 15. It’s a hard work to spend your time curating, sharing, building a content strategy…
  15. 16. … and a content strategy is not (just) a bloggers’ party with all your FB friends but more a process
  16. 17. And that’s the second big issue « The internet is not a CONTENT-HOLDER in itself » Pierre Bellanger, Skyrock CEO
  17. 18. Internet is: feeds, sources, propagation of signals , conversations, records, curations, tracks, cables, platforms. Whatever you like. But not really original contents born on Internet by magic
  18. 19. Original contents are expensive , rare, exclusive. They are videos, pictures, ideas transformed into projects, projects transformed into organizations, processes. Original contents are so-real-life
  19. 20. So, organizing short-ties based on contents is not … organic . New players, fight! Story-tellers Info-tellers
  20. 21. The metrics must be led by a deep analysis of the value <ul><li>Before focusing on Remix, you need an original…mix </li></ul><ul><li>Value = engaging communities or suggesting people to build a community </li></ul><ul><li>Value = relative </li></ul><ul><li>Value = communities and dynamic </li></ul><ul><li>Value = project </li></ul><ul><li>Value = stories to share, to like </li></ul><ul><li>Value = for one second I spend with you, what do I get? (nothing but fun can be an answer) </li></ul>
  21. 22. And the communities must be deeply understood: they’re made of heterogeneous people And these people change their mind depending on the moment
  22. 23. 5 BETS for 2011 & beyond
  23. 24. #1real mapping of communities <ul><li>Provide a rationale to who your brand is talking to out of your conversations’ managers address books (RIP boyfriends, friends, ex-girlfriends) </li></ul>
  24. 25. #2 return of the jedi: Media will be empowered <ul><li>Journalists will have the same skills & tools than agencies when it comes to monitoring & modelizing </li></ul>
  25. 26. #3 « community managers » will die <ul><li>New jobs will appear & community managers’ functions will be integrated in slots (ex: tablet editors, offline digital strategist, social planner) </li></ul>
  26. 27. #4 back to communication basics <ul><li>Tactics will be a little less strategic and deciders will ask you first: why shall we communicate? </li></ul>
  27. 28. #5 you’ll follow @lilzeon <ul><li>Because you’re pretty sure he’ll fail at least on one of his predictions. R E S P E C T </li></ul>
  28. 29. Pictures <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  29. 30. Thank you! Laurent François, 2011, @lilzeon