106 jack fm seminar

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Presentation given at the 106Jack FM social media seminar - 21 April 2010

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106 jack fm seminar

  1. 1. WELCOME Social media seminar 21 April
  2. 2. Menu for today <ul><li>A refresher on the basics </li></ul><ul><li>A little more depth on the principles </li></ul><ul><li>Practical steps (conversation, content, community) </li></ul><ul><ul><li>The infrastructure you need to build </li></ul></ul><ul><ul><li>How you then operate it </li></ul></ul>
  3. 3. <ul><li>The Social Media Revolution </li></ul>The Social Media Revolution (a refresher)
  4. 4. Social media is not
  5. 5. Social media is not about blogging, or wikis, or RSS or any of that sort of stuff. It’s about how you use listening and coalescing the conversations that are going on to inform everything you are doing... ...it powers the fundamentals of the business – it changes everything
  6. 6. People to the Plants
  7. 7. Plants to the People
  8. 8. Its different Traditional media Social media
  9. 9. Your choice
  10. 10. Separation Information Means of distribution
  11. 11. A brief history of information
  12. 12. A brief history of information
  13. 18. Welcome to the post-Gutenberg World Mass information distribution costs nothing Everyone has the tools Content has been liberated
  14. 19. Answers to a problem which no longer exists
  15. 20. Marketing = the art of reduction Advertising man Web designer A 30 second, one-to-many mass message
  16. 21. The King of Marketing Brand Proposition XVI
  17. 23. The end of the brand proposition and a return to the world of storytelling More on this later ...
  18. 24. What’s going on out there?
  19. 25. Not a world of information It’s a world of connection and action
  20. 26. The challenge: Get the connected crowd to support what you do, rather than replace what you do
  21. 27. Social media is not about blogging, or wikis, or RSS or any of that sort of stuff. It’s about how you use listening and coalescing the conversations that are going on to inform everything you are doing... ...it powers the fundamentals of the business – it changes everything
  22. 28. What to listen to and coalesce We like what you do We don’t like what you do Who are you, what do you do Here’s how to make it better CONVERSATION CONTENT COMMUNITY
  23. 29. Practical stuff Infrastructure Operations
  24. 30. Infrastructure Tools Basic story
  25. 31. Conversation
  26. 34. A real time, desktop, monitoring tool that is tuned to the specific conversations you need to know about
  27. 36. Content How we used to do it
  28. 38. Content warehouse <ul><li>Tells people what you are up to </li></ul><ul><li>Contains the answers to all the questions a customer might have </li></ul><ul><li>Brings your story to life </li></ul>
  29. 39. Content hub: a digital launch pad
  30. 41. Examples http://www.newsroom.firstdirect.com/ http://newsroom.electrolux.com// http://www.conversations.nokia.com /
  31. 42. What type of content? Basic plot outline Establishment content
  32. 43. Don’t forget to tag
  33. 47. Basic rules of community <ul><li>Think very carefully before you build your own </li></ul><ul><li>If you do – keep it small and focused </li></ul><ul><li>Never rent space in someone else’s community </li></ul>
  34. 52. Operations Programming plan People Production
  35. 53. Programme plan News Opinion Stories Campaigns
  36. 54. People <ul><li>Monitors </li></ul><ul><li>Conversation agents </li></ul><ul><li>Storytellers </li></ul>
  37. 55. Production Production

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