Social Media Whats Going On


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A presentation for PR agencies, given to the PRCA's Food & Drink Group, 12 September 2009

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  • Thanks for sharing this Richard,

    You have managed to do two things very well: share complex ideas in simple language, and communicate simplistic assumptions in the fullness of their implications.

    And the images used on the slides are spot on.

    Keep it coming.


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Social Media Whats Going On

  1. 1. Social media What’s going on Presentation by Richard Stacy to PRCA Food & Drink Group 12 August 2009
  2. 2. Why I am not going to talk about Twitter 2003 2004 2005 2006 2007 2008
  3. 3. Why I am not going to talk about Twitter • Tools are coming and going all the time • The future of even the well established ones is still in doubt • If you base your strategy on the latest ‘bright shiny things’ you will always be changing your strategy • If you understand ‘what’s going on’ behind all these tools your strategy will be future proof 2003 2004 2005 2006 2007 2008
  4. 4. Its different Traditional media Social media
  5. 5. Its different You wouldn’t drive your car into the ocean or try to take a sailing dingy to Tesco But lots of people are doing this with social media, assuming it is just a new channel – its not If it worked with traditional media it almost certainly won’t in social media Traditional media Social media
  6. 6. Why is it different? Clay Shirky How cellphones, Twitter, Facebook can make history Presentation at the State Department, Washington DC, June 2009
  7. 7. The Connected Crowd Red Lines = Green Lines = one-to-many social media mass space - highly messages specific, (i.e. the way we individualised, have always communication done it) Some call it nonsense, but it is connected nonsense (just like the contents of your head) Red line communication just doesn’t work in social media
  8. 8. The Connected Crowd So how do you exert influence in the world (network) of connected nonsense? Be useful
  9. 9. Sacred objects of social media usefulness The sacred cow The silver bullet The holy grail of Content of Conversation of Community Different The home of The new media Lots more influence
  10. 10. Content: liberate what you have • In the ‘Old World’ we locked-up content in web sites, newspapers, press releases • The world of social media is all about creating information that is mobile and can live in many different places – blog posts, tweets, status updates • So the first step with content is to liberate and optimise the stuff you already have
  11. 11. Content liberation: the first four steps
  12. 12. Content liberation: the first four steps Populate your YouTube ‘real estate’ – its the World’s no.2 search engine
  13. 13. Content liberation: the first four steps Flickr is the world’s photo library – all your key images should be in it
  14. 14. Content liberation: the first four steps Social media news releases – not only do they penetrate social media they are proven to improve coverage in traditional media
  15. 15. Content liberation: the first four steps Social media newsrooms – an easy to use platforms that automatically optimises your content (as well as allowing you to do other useful stuff)
  16. 16. Content: think gravity
  17. 17. Content: think gravity • Issac Newton’s law of gravity basically said “the more mass you have, the greater the attraction” • That is sort-of how it works with content in social media • You don’t want one-off smash and grab, here today gone tomorrow content – you want a mass of gravitational content that will attract people over a long period of time • It is detailed, it is niche and it can be inserted into conversations – therefore it is USEFUL
  18. 18. Conversation
  19. 19. Conversation Don’t expect tools such as these to monitor the conversation or provide the information you need to design and operate a social media strategy They are not specific or real-time enough and they focus on places as centres of influence However, the conversation is a space, not a place, and it comes and goes in real-time
  20. 20. Conversation: tracking the space The most important tool to have is something that monitors social media spaces in real time. Without one of these you can’t ‘do’ social media
  21. 21. Conversation: 24/7 monitoring panel You need one of these – a 24/7 real-time monitoring panel, specific to each client, that you use to stay in touch with what is happening AS IT HAPPENS
  22. 22. Conversation: 24/7 monitoring panel • The good news is you can’t buy one of these – you have to make them, using freely available tools • The other good news is that they only work if someone is watching them and extracting information and analysis from them • i.e. they are a service, more than a product and this is a service you should be selling to every single one of your clients - NOW
  23. 23. Conversation: talking back • Once you know what the conversations are, you will probably need to join in • This can seem difficult – i.e. there are millions of people / consumers out there all talking = too much information to deal with • Fortunately, while you may have millions of consumers there are only four conversations they are prepared to have with you – The your product or service is good conversation – Your product or service is bad conversation – The “how to / what is” conversation – The “make a new one / make it better” conversation
  24. 24. Conversation: talking back “Your product or service is good” So say “thanks” “Your product or service is bad” Say what you are doing to fix it, or why you can’t fix it “What is your product or service?” Provide the links to the content that explains this / tells them your story (P.S. Never a link to an ad.) “This is how your product or service could be better” Create a space where all this information can be shared (Check out
  25. 25. Conversation: talking back “Your product or service is good” So say “thanks” “Your product or service is bad” Say what you are doing to fix it, or why This is basically you can’t fix it Every organisations’ Social Media “What is your Strategy or service?” product on Provide the links to the content that explains One Piece of them your story this / tells Paper (P.S. Never a link to an ad.) “This is how your product or service could be better” Create a space where all this information can be shared and discussed (Check out
  26. 26. Conversation: example I recommended AideRSS to a fellow twitterer and AideRSS were listening, got back and said
  27. 27. The future of customer service • Prediction: Within 5 years all of customer service will have moved to Twitter • Because if someone has a question they will simply use Twitter (or its replacement) to ask it. And they will expect one of three things to happen: – The company concerned to be listening and respond with the answer – Someone else who is monitoring the space (perhaps a competitor) to provide the answer – If the answer isn’t satisfactory, they will be contacted by the digital community that is pressuring for a satisfactory answer • This is why Twitter is not a fad – but a front-line tool for engaging the power of the Connected Crowd
  28. 28. Community: what not to do Huggies paid money to place (dump) their own ‘zone’ within this mother’s community Why was this not sensible? See next page
  29. 29. It was not sensible because... • Circle of Moms may be a big community – but it is still only one of many hundred (possibly thousands) of parenting communities • All of these parenting communities contain only a fraction of the total conversation about parenting issues • In any case – there is no point in creating your own zone – the action is happing in the ‘zones’ that community members have created for themselves • And it doesn’t cost you any money to be here • This is a classic example of driving a car into the ocean – crunching a traditional media approach into social media. Not surprisingly it was an idea of Huggies digital and media agencies
  30. 30. What Huggies should have done • Listened to the conversation that was going on • Worked out which bit of it was relevant to their product (i.e. Just the bit of parenting that is about dealing with the messy stuff that comes out of the middle bit of kids) • Produced content / initiatives that responded to the issues this conversation highlighted • Talked to people in the places where the conversation was happening • Media cost – zero • Time and content production cost – miniscule compared to the cost of an ad
  31. 31. Community: summary • Don’t see community as a way to engage with your whole audience • Never rent space in a community • Work out how to support existing communities with content and conversation (rather than create your own community) • If you are creating a community – keep it small (brand loyalists, employees) • Adopt an outpost strategy – e.g. an outpost in Facebook, never a paid-for “walled garden” within Facebook
  32. 32. Beware: The Trough looms! Tactical Strategic  opportunity opportunity Most organisations are here Dell is here
  33. 33. Make sure your client’s social media initiatives don’t end up as one of these I am here to help Richard Stacy @richardstacy