Public social media

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Public social media

  1. 1. IT’S NOT WHAT YOU SAY THAT MATTERS, IT’S WHAT YOU DO. ©2009 Paul Isakson Paul Isakson - paulisakson.com
  2. 2. The World’s Best Social Media Marketing Presentation* by Paul Isakson Head of Strategy space150 paulisakson.com ©2009 Paul Isakson*A tribute to Paul Arden
  3. 3. What we’ll cover: Why social media matters Marketing and social media Connecting with people If you can’t do any of this... ©2009 Paul Isakson
  4. 4. Why does social media matter? ©2009 Paul Isakson
  5. 5. Source: http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/ 2/3Global Internet Population Visit Social Networks Flickr // Spencer E Holtaway ©2009 Paul Isakson
  6. 6. Source: http://blogs.forrester.com/groundswell/2009/08/social-technology-growth-marches-on-in-2009-led-by-social-network-sites.html# 4/5U.S. Online Adults Participate In Social Media Flickr // davefishernc ©2009 Paul Isakson
  7. 7. Flickr // NathanFromDeVryEET The total time spent globally on social networks is growing at nearly 1.5X faster than the Internet average – growing 18% between December 2007 and December 2008. Source: http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/ ©2009 Paul Isakson
  8. 8. All of this is creating a growing number of conversations... ©2009 Paul Isakson
  9. 9. both in social media and in people’s real world lives. ©2009 Paul Isakson
  10. 10. Often, these conversations are of minimal importance to marketing or your brand. ©2009 Paul Isakson
  11. 11. But sometimes, they are about, or are related to, your brand. ©2009 Paul Isakson
  12. 12. Why does that matter? ©2009 Paul Isakson
  13. 13. "Your brand is no stronger than your reputation — and will increasingly depend on what comes up when you are Googled." Allan Jenkins Global Communications Consultant ©2009 Paul Isakson
  14. 14. Source: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110641 ©2009 Paul Isakson
  15. 15. ©2009 Paul Isakson PEOPLE’S BEHAVIORS ARE CHANGING
  16. 16. “A revolution doesn't happen when a society adopts new tools. It happens when society adopts new behaviours...” Clay Shirky Author, Consultant, Professor at NYU Us Now (Film) Flickr // Rain Rabbit©2009 Paul Isakson
  17. 17. “A revolution doesn't happen when a society adopts new tools. It happens when society adopts new behaviours...” Clay Shirky Author, Consultant, Professor at NYU Us Now (Film) Flickr // Rain Rabbit A REVOLUTION IS IN PROCESS ©2009 Paul Isakson
  18. 18. IT’S TIME FOR MARKETERS TO ADOPT NEW BEHAVIORS Flickr // Andrew Huff©2009 Paul Isakson
  19. 19. THE FUTURE OF MARKETING IS NOT ABOUT DOING AND SAYING THINGS TO PEOPLE Flickr // Arnisto.com©2009 Paul Isakson
  20. 20. THE FUTURE OF MARKETING IS ABOUT DOING THINGS WITH AND FOR PEOPLE ©2009 Paul Isakson Paul Isakson - paulisakson.com
  21. 21. Marketing and social media ©2009 Paul Isakson
  22. 22. “People don’t want marketing messages in social networks or when they are having a dinner party.” Jason Calacanis CEO Mahalo.com / Internet Entrepreneur Flickr // ElectricSheep©2009 Paul Isakson
  23. 23. “People don’t want marketing messages in social networks or when they are having a dinner party.” Jason Calacanis CEO Mahalo.com / Internet Entrepreneur DON’T MARKET TO PEOPLE ©2009 Paul Isakson
  24. 24. Facebook Flickr Blogs Twitter MySpaceLast.fm LinkedIn YouTube Digg FriendFeed Delicious Wikipedia PlaxoPandora Seesmic Vimeo Marketing in social media is often narrowly viewed and talked about as the tools people use within it. ©2009 Paul Isakson
  25. 25. “(When it comes to social media) companies focus on the features, tools and technologies, yet fail to understand the behaviors of their own customers online. As a result, they miss the mark.” Jeremiah Owyang Senior Industry Analyst Forrester Research Flickr // shinyai©2009 Paul Isakson
  26. 26. ”Companies approach social media in two different ways. The first way, the companies focus on the features, tools and technologies, yet fail to understand the behaviors of their own customers online. As a result, they miss the mark. The second type of company scans the seascape, and understands the fish they’re trying to reach. As a result, they are more successful in connecting with customers… and catch the big fish... Fish where the fish are.” Jeremiah Owyang Senior Industry Analyst Forrester Research Flickr // shinyai DON’T FOCUS ON THE TOOLS ©2009 Paul Isakson
  27. 27. The power of social media is found in the results of people using these tools – the creation of self-organized communities of likeminded people – making it a valuable way for businesses to inspire, inform, understand and connect with the people who buy their products and services. Flickr // daveandsima©2009 Paul Isakson
  28. 28. IN OTHER WORDS, THE MAGIC OF SOCIAL MEDIA IS NOT WHAT HAPPENS IN SOCIAL MEDIA, BUT WHAT HAPPENS OUTSIDE OF IT, BECAUSE OF IT. ©2009 Paul Isakson Paul Isakson - paulisakson.com
  29. 29. What are people organizing around? ©2009 Paul Isakson
  30. 30. Shared Beliefs Shared Interests Shared Values ©2009 Paul Isakson Paul Isakson - paulisakson.com
  31. 31. How do we connect with people? ©2009 Paul Isakson
  32. 32. ©2009 Paul Isakson
  33. 33. Technographics ©2009 Paul Isakson
  34. 34. This isn’t what matters. ©2009 Paul Isakson
  35. 35. Technographics This is. ©2009 Paul Isakson
  36. 36. Flickr // e-magic©2009 Paul Isakson
  37. 37. ©2009 Paul Isakson PEOPLE’S BEHAVIORS ARE CHANGING
  38. 38. What people are doing? ©2009 Paul Isakson
  39. 39. The Main Behaviors in Social Media 5 Connecting CollaboratingCreating Sharing Consuming ©2009 Paul Isakson Paul Isakson - paulisakson.com
  40. 40. The Main Behaviors in Social Media 5 Connecting CollaboratingCreating Sharing Consuming ©2009 Paul Isakson
  41. 41. People are connecting with friends, family, acquaintances and others who share their interests, values, and/or beliefs. Flickr // alexkess Connecting ©2009 Paul Isakson
  42. 42. Thought Starters: What values, beliefs and interests do you share with the people who buy your products and/or services? Where are those people already spending time that you could connect with them through those things? How can you connect people to other people and things that will help them accomplish their goals? Connecting Flickr // chrisjohnbeckett©2009 Paul Isakson
  43. 43. The Main Behaviors in Social Media 5 Connecting CollaboratingCreating Sharing Consuming ©2009 Paul Isakson
  44. 44. People are collaborating with others who share their values, interests, and/or beliefs to accomplish a shared goal, vision or project. Collaborating Flickr // The Moonstone Archive©2009 Paul Isakson
  45. 45. Collaborating Thought Starters: How can you collaborate with people in a meaningful way? How can you help people collaborate with each other more easily? Flickr // McGarry©2009 Paul Isakson
  46. 46. The Main Behaviors in Social Media 5 Connecting CollaboratingCreating Sharing Consuming ©2009 Paul Isakson
  47. 47. Consuming People are consuming content to learn, be entertained, seek validation, feel more connected, etc. Consuming: Watching, Reading, Listening, Skimming, Collecting, etc. Flickr // _alef_©2009 Paul Isakson
  48. 48. Consuming Thought Starters: What can you teach people that will help them achieve their goals? What can you learn from people that will help you be a better marketer or help you make better products? How can you reward people for consuming and sharing your content? Flickr // GlowPlug©2009 Paul Isakson
  49. 49. The Main Behaviors in Social Media 5 Connecting CollaboratingCreating Sharing Consuming ©2009 Paul Isakson
  50. 50. People are creating content of various kinds to express themselves, share their thoughts with others, share a creative talent or passion, and, in some cases, to build their “personal brand.” Content: Photos, Videos, Blog Posts, Tweets, Comments, etc. Creating Flickr // Thomas Hawk©2009 Paul Isakson
  51. 51. Thought Starters: What can you create that people will benefit from? What can you give to people that will help them create more interesting content to spread? Creating Flickr // Iguana Jo©2009 Paul Isakson
  52. 52. The Main Behaviors in Social Media 5 Connecting CollaboratingCreating Sharing Consuming ©2009 Paul Isakson
  53. 53. Sharing People are sharing things they find interesting or important with friends, family and followers. Flickr // Dieter Drescher©2009 Paul Isakson
  54. 54. Sharing Thought Starters: What can you share that will make the community better? How can you help others share things more easily? Flickr // Iguana Jo©2009 Paul Isakson
  55. 55. How do we get people to do stuff with us? ©2009 Paul Isakson
  56. 56. Flickr // paulisakson©2009 Paul Isakson
  57. 57. THE BEST WAY TO GET PEOPLE TO DO STUFF WITH YOU, IS TO FIRST JOIN THEM IN WHAT THEY ARE ALREADY DOING. ©2009 Paul Isakson Paul Isakson - paulisakson.com
  58. 58. If you can’t do any of that? ©2009 Paul Isakson
  59. 59. DO SOMETHING WORTH TALKING ABOUT. Flickr // moriza©2009 Paul Isakson
  60. 60. And if you can’t do that either? ©2009 Paul Isakson
  61. 61. Flickr // Patricil JUST LISTEN ©2009 Paul Isakson
  62. 62. Listen for rich insights related to your brand about what people really want and need. Flickr // EssG©2009 Paul Isakson
  63. 63. LISTEN FOR OPPORTUNITIES TO MAKE YOUR _______ BETTER. ©2009 Paul Isakson
  64. 64. Lastly, always remember... ©2009 Paul Isakson
  65. 65. IT’S NOT WHAT YOU SAY THAT MATTERS, IT’S WHAT YOU DO. ©2009 Paul Isakson Paul Isakson - paulisakson.com
  66. 66. Thank You ©2009 Paul Isakson
  67. 67. Paul Isakson Head of Strategy space150 blog / paulisakson.com twitter / @paulisakson email / paul.isakson@gmail.com ©2009 Paul Isakson

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