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Presentation on Social Media for GMAC (The Graduate Admission Council)

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A copy of the slides I presented at a conference for people who run business schools on social media. The first half gives definitions while the second half is about communications strategy for brands in online networks.

Published in: Business, Technology

Presentation on Social Media for GMAC (The Graduate Admission Council)

  1. 1. What is social media? Antony Mayfield (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  2. 2. I. Definitions and examples (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  3. 3. Defining social media is hard (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  4. 4. What is social media? www.icrossing.co.uk/ebooks (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  5. 5. What is social media? Definition Format types: Characteristics: Social media is the use of • Blogs • Participation electronic and Internet tools for the purpose of sharing and • Wikis • Openness discussing information and • Podcasts • Conversation experiences with other human beings.The term most often • Forums • Community refers to activities that • Content • Connectedness integrate technology, social communities interaction, and the construction of words, • Social networks pictures, videos and audio. • Micro-blogging (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  6. 6. Engines of social media hyperlinks (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  7. 7. Blogs • Massively versatile publishing platform • Link-culture • Comments • Subscriptions (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  8. 8. Wikis • Anyone with permssion can edit the website. • Great collaboration tools. • Wikipedia one of the foremost websites in the world. (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  9. 9. • Video and audio Podcasts • Internally can help share meeting / training content • Use same RSS distribution as blogs (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  10. 10. Forums • Most mature of social media formats in UK • On every topic imaginable • Easy to use... (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  11. 11. Content communities • Sharing content is focus of community • Complex subcultures emerge (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  12. 12. Social networks • Closed networks • Combine many social tools • Think of them as networks rather than a single community (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  13. 13. Micro-blogging • Twitter • Yammer • Ambient intimacy (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  14. 14. Friendfeed (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  15. 15. Virtual worlds • Second Life • Lively • Brands: LEGO • Honourable mention: World of Warcraft (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  16. 16. Use of blogs • Dell: blogs defining strategy • HBS: professors • London Business School: students (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  17. 17. “Customers really are in control—and it's Dell: not just about blogs okay.” • Developed a values-led approach. Lionel Menchaca • Evolved blogs and community spaces • Rapidly became part of the company’s business strategy Dell credited its blog with “Social media is the helping it deal with the most important thing communications crisis we do today in around faulty batteries marketing” (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details 17
  18. 18. OU / Open Learn • Trying out different SNs • OU Facebook apps • Fan page • Blogs (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  19. 19. Open source content • MITSloan: Open courseware • Open University: OpenLearn • IP: What business are business schools in? (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  20. 20. II Context and developing your strategy (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  21. 21. Don’t be led by the technology (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  22. 22. Find and follow the people (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  23. 23. Context I: revolution (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details 23
  24. 24. Context 2: a network of experiences (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details 24
  25. 25. Sophisticated, social behaviours Image: Ross Mayfield Image: Forrester (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details 25
  26. 26. Google: reputation management system (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details 26
  27. 27. Channel media Open networks • Available content limited by space, • Superabundance of content created bandwidth and distribution network by traditional media, brands and individuals. • Power and influence lies with owners of distribution • Networks become marketplaces infrastructure. where attention is competed for. Search engines and social media • Brands buy attention through are the arbiters of success. advertising in channel media or affecting editorial through PR. (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  28. 28. Attention markets (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details 28
  29. 29. Impact horizons (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details 29
  30. 30. What has really changed? • Scale • Speed • Geography • Longevity • Interaction • Attention is earned not bought (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details 30
  31. 31. Rules of engagement 1.Understand your networks 2. Be useful to your networks 3. Be live in your networks (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details 31
  32. 32. • Ban assumptions Understanding • Cartography & anthropology • What are the rules of the group • How is status accorded • How do they connect, relate, transact with other groups • Internal and external blurred • (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details 32
  33. 33. Being useful • What have I got, that people might need? • Can we add to the network? • Can I make content in a more useful way? • Shareable, findable, portable, useful things at the point of need... (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details 33
  34. 34. • Things change too quickly not to Being live be present • Listening is being social • Understanding how to change tack, make the most of opportunities • Listening to on- and off-site data • Stories and numbers (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details 34
  35. 35. Making content useful (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details 35
  36. 36. Being useful (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  37. 37. What is Social Media? translated into Chinese (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  38. 38. http://www.icrossing.co.uk/ebooks 38
  39. 39. Thank you Antony Mayfield antony.mayfield@icrossing.co.uk connect.icrossing.co.uk (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details 39
  40. 40. For full terms of use for this presentation visit: http://creativecommons.org/licenses/by/3.0/legalcode (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details 40

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