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The social media revolution

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A presentation I gave at Kreative magazine's Digital PR conference - Budapest 26 November 2008.

A sort-of written version of this is available here: http://tinyurl.com/bwxh3j

Published in: Business, Technology
  • I agree with your number 3 'Mass brands will face death by 1.000 niches'. it's not a comon thought.
    Thanks
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  • Richard, I like your idea. Very revolutionary idea!

    Julie Luo
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  • Thank you for taking the time and trouble to produce this. I enjoyed your alternative view away from the 'shiny and new' angle so widely covered.

    Just followed you on Twitter and look forward to continuing the conversation.

    Adrian Bold
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  • Thank you for taking the time and trouble to create this Richard. I very much enjoyed the alternative view away from the 'new and shiny' angle that is so widely covered.

    Just connected to you via Twitter and hope to carry on the conversation.

    Adrian Bold
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The social media revolution

  1. 1. The Social Media Revolution (post-Gutenberg revolution) <ul><li>The Social Media Revolution </li></ul>
  2. 2. Understanding the Social Media Revolution AND Its impact on the world as we know it AND Working out what to do about it In 20 Minutes
  3. 3. <ul><li>You may have thought social media was this… </li></ul>
  4. 5. <ul><li>And stuff with logos like this… </li></ul>
  5. 6. The strange reflecty thing YouTube red RSS “homage” orange “ That”green Flickr blue
  6. 7. What’s with the beta? <ul><li>Beta = same as saying </li></ul>
  7. 14. <ul><li>Well… </li></ul>
  8. 15. <ul><li>you were right </li></ul>
  9. 16. These are today’s face of social media
  10. 17. But they are not its beating heart
  11. 18. <ul><li>The beating heart of social media and why it truly deserves to be called a revolution is very simple </li></ul>
  12. 19. Separation Content Means of distribution
  13. 20. Why is this so important? <ul><li>Tedious capture </li></ul><ul><li>No Distribution </li></ul>1439
  14. 21. What did this mean for society? Religion Feudal monarchies Control via stories Control via hierarchy
  15. 22. Then came Gutenberg He gave content a means of distribution
  16. 23. Which in turn created … The Renaissance Science Mass culture The Enlightenment Mass democracy The media
  17. 24. But more than this, Gutenberg cemented a marriage between content and distribution
  18. 25. And distribution was the dominant partner in this relationship <ul><li>Think about it … content surrendered its name and became known only by its means of distribution ( newspaper article, radio programme, TV show etc) </li></ul>
  19. 26. Welcome to the post-Gutenberg World Mass information distribution costs nothing Everyone has the tools
  20. 27. We now can recognise that all of these distribution things …
  21. 28. We now can recognise that all of these distribution things … Were actually content prisons
  22. 29. We now can recognise that all of these distribution things … Were actually content prisons And now content is free to have its own life
  23. 30. <ul><li>This is unstitching a fundamental foundation of our society that has been in place for 600 years </li></ul><ul><li>And it creating a new ‘post-Gutenberg’ world </li></ul>
  24. 31. <ul><li>It is different </li></ul><ul><li>Space dependent </li></ul><ul><li>Controlling channel </li></ul><ul><li>Scarcity </li></ul><ul><li>Institutions </li></ul><ul><li>Content and audience = mass </li></ul><ul><li>Producer split from consumer </li></ul><ul><li>Quality = perfection and precision of execution and message </li></ul><ul><li>Controlled / restricted </li></ul><ul><li>Time dependent </li></ul><ul><li>Controlling liberated content </li></ul><ul><li>Abundance </li></ul><ul><li>Processes </li></ul><ul><li>Content and audience = micro </li></ul><ul><li>“ Prosumer” </li></ul><ul><li>Quality = authenticity of communication and credibility of story </li></ul><ul><li>Transparent </li></ul>Gutenberg Post Gutenberg
  25. 32. <ul><li>It is different </li></ul><ul><li>Space dependent </li></ul><ul><li>Controlling channel </li></ul><ul><li>Scarcity </li></ul><ul><li>Institutions </li></ul><ul><li>Content and audience = mass </li></ul><ul><li>Producer split from consumer </li></ul><ul><li>Quality = perfection and precision of execution and message </li></ul><ul><li>Controlled / restricted </li></ul><ul><li>Time dependent </li></ul><ul><li>Controlling liberated content </li></ul><ul><li>Abundance </li></ul><ul><li>Processes </li></ul><ul><li>Content and audience = micro </li></ul><ul><li>“ Prosumer” </li></ul><ul><li>Quality = authenticity of communication and credibility of story </li></ul><ul><li>Transparent </li></ul>Gutenberg Post Gutenberg It’s different!
  26. 33. <ul><li>So what? </li></ul>
  27. 34. So what number 1 <ul><li>The slide into irrelevancy and obsolescence of businesses for whom information mediation is their principle function </li></ul>
  28. 35. The “traditional” media <ul><li>“ Within 5 years, 50 per cent of the media consumers consume, will be produced by other consumers” </li></ul><ul><li>(Ron Bloom, CEO Mevio, speaking in 2006) </li></ul>i.e. – the old space will shrink by 50% and a new space, at least as big, will emerge. And the business model of the traditional media will be destroyed in the process
  29. 36. This was my conversion moment St Paul Damascus Image: Creative Commons Copyright P-P Reubens
  30. 37. Some understand this
  31. 38. But many don’t Let them eat blogs
  32. 39. The “traditional” media <ul><li>The channel is not being threatened by a competitor – its function is becoming obsolescent </li></ul>
  33. 40. Where is it going to end? Music business – already dead Gutenberg media – very sick Banking – the next in line
  34. 41. So what number 2 <ul><li>The rise of transparency and the challenge to institutionalised trust </li></ul>
  35. 42. A funny thing is happening to trust Institution Process
  36. 43. Institutionalised Trust: Assumptions <ul><li>An individual can’t comprehensively interrogate an organisation’s activities and behaviours </li></ul>An individual can’t easily publicise examples where reality is inconsistent with institutionalised image
  37. 44. Institutionalised Trust: Assumptions <ul><li>An individual can’t comprehensively interrogate an organisation’s activities and behaviours </li></ul>An individual can’t easily publicise examples where reality is inconsistent with institutionalised image The “Connected Crowd” can They can now – see AOL or Comcast engineer on YouTube, or check out GetSatisfaction
  38. 45. The Tipping Point <ul><li>An institutionalised trust model is like an old car – it will become progressively harder and more expensive to maintain </li></ul>
  39. 46. Trust vested in Process <ul><li>Its not what you say </li></ul><ul><li>Its what “The Crowd” can see </li></ul>
  40. 47. So what number 3 <ul><li>The challenge to markets posed by reduced costs of entry and the ability to service niche demands </li></ul>
  41. 48. Mass brands will face death by 1,000 niches Conventional brand segmentation, like so much else, is just another ‘child of Gutenberg’
  42. 49. So what do you do? <ul><li>Shift investment in control of channel into investment in </li></ul><ul><li>Content </li></ul><ul><li>Conversation </li></ul><ul><li>Community </li></ul>
  43. 50. Content You acquired customers Threw-out a mass communication net Gutenberg Customers acquire you Using crowd intelligence search and filter your digital space Post Gutenberg
  44. 51. Crowd filtering <ul><li>Is driven by processes of individual relevance not mass attraction </li></ul><ul><li>Doesn’t respond to mass content it only responds to niche, portable content threads which can be re-cycled through the crowd ecosystem </li></ul>
  45. 52. Content: make more of it <ul><li>“ Get it a good url </li></ul><ul><li>Get it tagged </li></ul><ul><li>Get it up / out there </li></ul><ul><li>Get it working for you” </li></ul>“ Break free from the content prison that is your web site” “ Stop buying mass media (distribution) start making micro media” Develop a digital bait strategy and focus on irrelevancy
  46. 53. While I am at it - another mantra Google is a reputation engine – not a search engine And Google never forgets
  47. 54. Good example: Electrolux social media newsroom
  48. 55. Good example: Microsoft Channel 9
  49. 56. Good example: Coke exploiting its archive
  50. 57. Conversation <ul><li>What do you say? </li></ul>Who says it? Create a space Create a Conversation Department Spread the burden across the organisation Listen and respond
  51. 58. Its happening No one from HSBC has sponsored, endorsed or joined the conversation yet
  52. 62. Community <ul><li>The thing everyone is now talking about (especially if they have a database) </li></ul><ul><li>But why should anyone join your community? </li></ul>
  53. 63. Community <ul><li>Individuals will form communities to collectively manage their interaction with institutions </li></ul>Individuals will allow themselves to be managed within communities controlled by institutions How is it going to pan out?
  54. 64. Community <ul><li>What this means </li></ul>Facilitate the process of community building within your customer base Be crystal clear about your community proposition (it is the new brand proposition)
  55. 65. But if you are … Collaborative Collective Communal At least understand that there are different types of community
  56. 66. Summary <ul><li>The social media world is very different – the old rules don’t apply. </li></ul><ul><li>Respect the new rules and you will prosper – ignore them and you will crash and burn </li></ul>
  57. 67. Summary <ul><li>It is going to affect you in three ways </li></ul><ul><li>Explosive growth of a new space and shrinkage of the old channels </li></ul><ul><li>A change to trust – from institutions to processes </li></ul><ul><li>The rise of the niche </li></ul>
  58. 68. Summary <ul><li>Forget controlling channels, focus on: </li></ul><ul><li>Content </li></ul><ul><li>Conversation </li></ul><ul><li>Community </li></ul><ul><li>These are the new assets and seats of value </li></ul>
  59. 69. <ul><li>A final thought… </li></ul>
  60. 70. <ul><li>Adapting to the post-Gutenberg world is like going on a diet </li></ul><ul><li>A vision of the future achieved by lots of small steps, good days, bad days, successes and failures </li></ul>
  61. 71. My link blog Come and have a conversation Me

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