Richard Stacy's presentation at in-cosmetics Paris, 13/04/10

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Presentation on social media given at in-cosmetics Paris, on 13 April, 2010. Posted here for those at the presentation who want to download it. Won't make a huge amount of sense to anyone else, since it is designed to be presented, rather than viewed.

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Richard Stacy's presentation at in-cosmetics Paris, 13/04/10

  1. 1. <ul><li>The Social Media Revolution </li></ul>The Social Media Revolution Presentation at In-cosmetics Paris April 13, 2010
  2. 2. What the Social Media Revolution is all about AND How it’s going to change the world forever AND What you need to do about it In 40 Minutes
  3. 3. But seriously <ul><li>A basic sense of what is going on </li></ul><ul><li>An idea of what you need to address </li></ul><ul><li>A look at some examples from the beauty and cosmetics sector </li></ul>
  4. 4. Social media is not
  5. 5. Nor is it ...
  6. 6. Social media is not Nor is it ...
  7. 7. Social media is not Nor is it ...
  8. 8. Social media is not Nor is it ...
  9. 9. Social media is not Nor is it ...
  10. 10. or anything with a logo like this
  11. 11. “ 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”
  12. 12. There is no point in... A Strategy
  13. 13. There is no point in... A Strategy
  14. 14. There is no point in... A Strategy
  15. 15. In the same way as ... A Strategy
  16. 16. In the same way as ... A Strategy
  17. 17. In the same way as ... A Strategy
  18. 18. Understand the principles Separation Information Means of distribution
  19. 19. A brief history of information
  20. 20. A brief history of information
  21. 26. Welcome to the post-Gutenberg World Mass information distribution costs nothing Everyone has the tools Content has been liberated
  22. 27. Answers to a problem which no longer exists
  23. 28. Marketing = the art of reduction Advertising man Web designer A 30 second, one-to-many mass message
  24. 29. The King of Marketing Brand Proposition XVI
  25. 31. The end of the brand proposition and a return to the world of storytelling More on this later ...
  26. 32. Old fashioned digital marketing
  27. 33. The world of social media
  28. 34. Incidentally ... <ul><li>Never take advice on social media from: </li></ul><ul><li>advertising agency </li></ul><ul><li>media agency </li></ul><ul><li>digital agency </li></ul>
  29. 35. Incidentally ... <ul><li>Never take advice on social media from: </li></ul><ul><li>advertising agency </li></ul><ul><li>media agency </li></ul><ul><li>digital agency </li></ul>They only make walled gardens, they can’t sell flowers
  30. 36. What’s going on out there?
  31. 37. Not a world of information It’s a world of connection and action
  32. 38. The challenge: Get the connected crowd to support what you do, rather than replace what you do
  33. 39. Death by 10,000 niches
  34. 40. It’s about how you use listening and coalescing the conversations that are going on
  35. 41. 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
  36. 42. Conversation <ul><li>Its the conversation ‘they’ want to have with you (or are already having about you) </li></ul><ul><li>In the places / spaces they want to have it </li></ul>
  37. 52. A real time, desktop, monitoring tool that is tuned to the specific conversations you need to know about
  38. 53. What next? Having something to talk about
  39. 54. Content How we used to do it
  40. 56. 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>
  41. 57. Content warehouse
  42. 58. Content hub: a digital launch pad
  43. 61. Community <ul><li>It usually better to support communities consumers have already built </li></ul><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>
  44. 65. The Great Digital Cosmetics Show A website is like an expensive trade show stand – with no-one there to talk to
  45. 66. First point of digital contact
  46. 68. Do you currently use Olay Facial Moisturiser to stop the 7 Signs of Aging? Its the weekend - any great plans?! For all you Olay fans, how often do you check your Facebook per day? 2/10
  47. 71. No score
  48. 74. 2/10
  49. 81. 8/10
  50. 82. Let them eat Twitter You
  51. 83. Separation Mass brand Mass audience
  52. 84. How to do social media 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
  53. 86. <ul><li>The Social Media Revolution </li></ul>The Social Media Revolution

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