Everything You Ever Wanted To Know About Social Media


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My slides from the seminar I held in Huntingdon on October 1, 2009, titled Everything You Ever Wanted to Know About Social Media but were afraid to ask.
White papers and additional resources available at http://fasterfuture.blogspot.com. Quality cartoons included by Hugh McLeod (GapingVoid.com). You'll find many more in hi book Ignore Everybody. Bad graphics authors own :-)

Published in: Business, Technology
1 Comment
  • Thanks David, enjoyed the sides...

    ..as I said in the first meeting when we met through Citizens Online... these are amazing tools for people who have 'social capital' (strength of networks within a community) and the cultural capital (skills and knowledge) of how to use them.

    think of the isolated older person, or someone who is homeless..

    what is this technology doing for them?

    they lack the social and cultural capital.

    And maybe its not so much, in the first case, about empowering those folks directly... but the people, who are part of the broken system, that is supposed to service and support them.

    these systems need total transformation...

    ..and yet all you will hear from Government on technology is a celebration of filing taxes online and DVLA..

    As Chris Yapp pointed out a few years ago now, as the technology embeds within a wider and wider group, those left behind are in deeper and deeper exclusion

    I have not yet found a way to express this urgency around the 'holistic support services agenda'..and what we can do about it..maybe need some support with messaging?


    Gail Bradbrook (Citizens Online)
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  • Today is going to be about NOT only what social media is, but also I hope to raise questions about what the impact of social media means for almost every aspect of your organisations, our society and our lives... So it may be as well to prepare yourself to think a little differently – be prepared to park a few preconceptions. Like the idea that the table on the left is longer and narrower than the table on the right. It isn’t.
  • One of the few images we have of William Shakespeare comes to us not because the artist charged with making the image was selected as the finest of his day, nor because this was the image chosen by Will’s adoring audience as the most accurate or representative (SMS voting of the X-Factor variety hadn’t quite hit London in the early 1600s). William Shakespeare was the most important playwrite of his day – and this was a day when the play was THE primary form of entertainment. He was a big deal. And yet the picture we have of him is… well it’s a bit rubbish really. The creator was a young man named Martin Droeshout. And while he may not have been possessed of a huge artistic talent, he did possess something more fundamental to his ability to form the rare and enduring image we have of Shakespeare. He owned the brass-plate printing gear required to print Will’s mugshot on the famous first folio. He who had control of the means of production got to control the information – even if that information wasn’t particularly great. The information, in this particular case was packaged up in books by the media business and distributed by the media business.
  • Things have changed now. This is a world in which information and its distribution is no longer controlled by a small number of people. So let’s start by understanding what we are dealing with... What is this thing they call social media?
  • Examples: person threatening to blog about the Huntingdon marriot When I was buying this laptop I was tweeting with my community to find out if the salesman was spinning me a yarn or doing me a good deal. Power. And that genie is out of the bottle. It ain’t going back.
  • One person mediating a message, telling it their way, Compared with people telling stories the way they see fit for their friends.
  • Eg: A government organisation asked us to ‘use’ social media to broadcast a message to parents about rules they wanted to spread about the selection of nurseries Laudible: we spend more time choosing our next CAR than we do our kids nursery. But more impact from getting parents to join in the creation of the rule set. Discover a community of people who care enough about nursery education that they want to help change it for the better.
  • There are conversations going on – just as they always have offline. Now you can see them – so can everyone else. In social media everyone can hear you scream – eg BTCares – Jamie247.
  • What that means is that roughly 50% of our time spent with media is spent with the internet. An almost entirely peer-to-peer environment
  • The traditional routes have disappeared: Case Study: Honda across europe – where people have the tools to discover and share information for themselves, they are turning away from having it broadcast at them. The more the use of social media, the less the use of traditional media.
  • The first thing you need to know about adapting to survive is that in order to survive in a landscape you have to live in it: So take the plunge, emerge with rudimentary legs and weak lungs and try to explore this new landscape. Take part, comment, blog, upload pictures on flickr, post on twitter. Participate. Eg not what the government’s director of digital engagement does.
  • How do we adapt how we deliver messaging? Start by understanding that it’s not the website, but the user, who is the destination now.
  • Angling and the 20K big community
  • One thing is certain – you have neither the time nor the money to tailor your messages or products for each ever increasing number of niches
  • If I can form a group of my own, unmediated by any central authority, why do I need (here’s a biggy) political parties for example– they served the lowest common denominator world of mass – The fact that groups can form at low cost around things they choose to act on means where-ever there is mediation there is a threat of disruption. Media, music distribution has already seen it. Advertising and marketing are experiencing it. Apple outsources customer service way beyond a call centre in another country – it outsources it to its customers.
  • For the way in which information is distributed
  • No, because in a digital world we can all sit down next to each other – we’re all sharing the global hotdesk – at a distance and velocity which was never possible offline. Think of stamp collecting. Huntingdon could have had one stamp collecting club. But most people weren’t interested in stamps in general – they had specific interests – Antiguan bird stamps, for example. The digital world enables that community of purpose to form and get value from that formation.
  • Toyota Yaris.
  • Clay Shirky – and how to encourage interaction: Most brands comms are too shiney and perfect for people to want to join in – they exclude you.
  • Twitter and scoble and flipcam
  • Technology doesn’t get interesting until it gets boring. If you want to know the future don’t look at what teenage boys are doing – look at what their mothers are doing. Change doesn’t become truly disruptive until everyone understands that they can form groups for the purposes they choose at very low cost. Then they will organise- and that will challenge every organisational status quo. Social media (networks) are the user-friendly interface for group forming – just as the telephone was for one to one communications. When the phone was still regarded as a bit freaky, it hadn’t changed the world When a phone appeared on every desk – in every pocket – then the world changed – how we reported, how we bought and sold, how far we lived apart... When everyone and their mother is real-time connected then, the world will be seriously changed. If you think there has been a disruption so far – you really ain’t seen nothing yet.
  • Everything You Ever Wanted To Know About Social Media

    1. 1. Everything You Ever Wanted To Know About Social Media … but were afraid to ask
    2. 2. Who am I? <ul><li>20 years in media, advertising, marketing and organisational change </li></ul><ul><li>Author of The Power of the Network </li></ul><ul><li>Blog ranked world No7 for publishing, UK’s top 20 for marketing/advertising, </li></ul><ul><li>Invited to speak on the impact of social media from New York to San Francisco (the valley, too) Cannes to Cork </li></ul><ul><li>Helped Bauer/emap, Honda, Phillips, Sony-Ericsson, Gatwick Airport, Edge, UKBA, CWDC, DfT, Grey (London), MCBD, Digitas, RIOT/180, ThirdeyeT, The Met Police et al </li></ul><ul><li>Trustee of UK charity Citizens Online </li></ul><ul><li>Director of Social Media at BrandoSocial </li></ul><ul><li>FFC </li></ul>Oct 3, 2009
    3. 3. See things differently <ul><li>What is social media – and what does it mean for... Everything? </li></ul>Oct 3, 2009
    4. 4. Context Oct 3, 2009
    5. 5. Setting the scene Oct 3, 2009 Defining the prize
    6. 6. What is social media? <ul><li>Digitally enabled peer-to-peer networks </li></ul><ul><li>From email and sms to Facebook and Twitter </li></ul><ul><li>Distribution is by people to people </li></ul><ul><li>Content is by people to be shared with other people </li></ul>Oct 3, 2009
    7. 7. What is social media? <ul><li>Digitally enabled peer-to-peer networks </li></ul><ul><li>From email and sms to Facebook and Twitter </li></ul><ul><li>Distribution is by people to people </li></ul><ul><li>Content is by people to be shared with other people </li></ul><ul><li>POWER! </li></ul>Oct 3, 2009
    8. 8. Power? <ul><li>Every hotel </li></ul><ul><li>Every restaurant </li></ul><ul><li>Every shop </li></ul><ul><li>Everywhere… </li></ul>Oct 3, 2009 Filled with published critics
    9. 9. Peer-to-Peer? <ul><li>The most powerful behaviour changer there is </li></ul><ul><li>We do what others like us do </li></ul><ul><li>Social media brings us together with people like us </li></ul><ul><li>Social media helps people like us act together </li></ul>Oct 3, 2009
    10. 10. Many media <ul><li>Broadcast media is one-to-many </li></ul><ul><li>Social media is many-to-many </li></ul>Oct 3, 2009
    11. 11. Social media <ul><li>Is not : A channel (it’s a network) </li></ul>Oct 3, 2009 Is not : A place to broadcast (it’s for conversations)
    12. 12. It’s all about the people, people <ul><li>Where humans are talking to each other about things that bother/interest them – on a global scale </li></ul><ul><li>You are included. With or without your permission. </li></ul><ul><li>If you’re lucky/unlucky </li></ul><ul><li>If you contribute </li></ul><ul><li>If you participate </li></ul>Oct 3, 2009
    13. 13. For example <ul><li>Text messaging ; sms and mms </li></ul><ul><li>Email ; including webmail(gmail etc) and fixed (outlook) </li></ul><ul><li>Instant Messaging :eg Windows Messenger; skype </li></ul><ul><li>Forums ; of the traditional message board variety. </li></ul><ul><li>Social networks : such as Facebook, MySpace, Bebo </li></ul><ul><li>Blogging: Platforms such as Blogger, Wordpress, </li></ul><ul><li>Microblogging : eg Twitter, Plurk, Tumblr </li></ul><ul><li>Video sharing sites: eg Youtube, Vimeo </li></ul><ul><li>Image sharing sites: such as photobucket, flickr </li></ul><ul><li>Audio sharing : Lastfm, blip.fm, podcasts </li></ul><ul><li>Conversation aggregators : such as Friendfeed, Disqus </li></ul><ul><li>Human-powered search sites such as mahalo, and increasingly twitter etc </li></ul><ul><li>Human filtering sites such as digg, delicious, stumbleupon </li></ul><ul><li>Comments on more traditional ‘broadcast-style’ sites – such as the BBC, Guardian.co.uk </li></ul><ul><li>Wikis : wikipedia </li></ul><ul><li>Googlewave? </li></ul>Oct 3, 2009
    14. 14. The internet is winning <ul><li>IDC reported in August 08 internet use was already outstripping TV consumption. </li></ul><ul><li>Internet: 32.7 hours </li></ul><ul><li>TV: 16.4 hours </li></ul><ul><li>Newspapers & magazines: 3.9 hours </li></ul>Oct 3, 2009
    15. 15. Does internet = social media? <ul><li>Not 100%: but enough for you to take very seriously… </li></ul>Oct 3, 2009 1. Google 2. Yahoo! 3. Facebook 4. YouTube 5. Windows Live 6. Wikipedia 7. Blogger.com 8. Microsoft Network 9. Baidu.com 10. yahoo.co.jp 11. Myspace 12. Google India 13. Twitter 14. Google.de Alexa Sep 2009 What no traditional media, BBC? New York Times? CNN? Fox? Guardian? 15. QQ.COM 16. RapidShare 17. Microsoft Corp 18. Google.fr 19. WordPress.com 20. Google UK
    16. 16. Alexa records visitor numbers <ul><li>Not time spent </li></ul><ul><li>Not conversations had </li></ul><ul><li>Not relationships fostered </li></ul><ul><li>Not content created </li></ul><ul><li>Not groups formed </li></ul><ul><li>Not action enabled </li></ul><ul><li>Not value created </li></ul>Oct 3, 2009
    17. 17. We’re all publishers now <ul><li>186m blogs globally </li></ul><ul><li>73% of web users read blogs </li></ul><ul><li>Facebook members 132.1 million unique users in June 2008 (now over 300m) </li></ul><ul><li>MySpace had 117.6 million users in June 08 (now declining). </li></ul><ul><li>Twitter has now exceeded 50m – up 49m in a year! (overtaken myspace in UK) </li></ul><ul><li>More video added to Youtube in last year than broadcast by TV EVER! </li></ul>Oct 3, 2009 The revolution is speeding up...
    18. 18. We’re all advertisers and marketers now <ul><li>Friend-recommendation is responsible for 70%+ of all purchase decisions </li></ul><ul><li>34% write about products and brands on their blogs </li></ul><ul><li>20% of all tweets are brand related </li></ul><ul><li>23% of social network users have added applications </li></ul><ul><li>18% of bloggers install widgets </li></ul>Oct 3, 2009
    19. 19. Social media. Shared media. <ul><li>Very different measures required. </li></ul><ul><li>Not consuming; participating </li></ul><ul><li>Co-creating the experience </li></ul><ul><li>Communities not audiences </li></ul><ul><li>To take part, you have to create part </li></ul><ul><li>Think ears and mouths, rather than eyeballs </li></ul><ul><li>Very different from the world of mass broadcast media </li></ul>Oct 3, 2009
    20. 20. How do we adapt? Oct 3, 2009
    21. 21. The user is the destination now
    22. 22. Hits are worth(-)less in a networked world Oct 3, 2009 The long tail... The idea that the majority is made up of people who don’t want the thing that the largest single group do. Twitter Trends, the charts and often elections – surface the largest single group – not, by a long way, the majority
    23. 23. Three laws describe how value grows and is distributed in networks… Oct 3, 2009 The science bit
    24. 24. Sarnoff’s Law – the red line <ul><li>The value of a broadcast network is proportional to the number of viewers/listeners: </li></ul><ul><li>Eg TV, Radio, Cinema </li></ul>Oct 3, 2009
    25. 25. Metcalfe’s Law: the yellow line <ul><li>The value of a network is proportional to the square of the number of users of the system ( n² growth): </li></ul><ul><li>Fax machines, telephones, one-to-one communications. </li></ul>Oct 3, 2009
    26. 26. Reed’s Law: the green line Oct 3, 2009 <ul><li>The value of large networks , particularly social networks , grows exponentially with the size of the network.(2n) </li></ul><ul><li>Because: The number of possible sub-groups of network participants grows faster than either the number of participants, ‘ N’ (Sarnoff’s Law) , or the number of possible pairs ( Metcalfe's law ) (N squared) </li></ul>
    27. 27. How does this reveal the value of hits in the networked world? Oct 3, 2009
    28. 28. Flip the graphs to find the demand curve Oct 3, 2009 … and we discover why the long tail succeeds in the group forming ( Reed’s Law ) world of social networks that IS the internet .
    29. 29. Hits take more of the available value in a broadcast world Oct 3, 2009
    30. 30. Hits worth more in broadcast world <ul><li>Shaded area shows hits account for a greater proportion of the available demand and total value in Sarnoff’s broadcast world and in Metcalfe’s world of one-to-one communications . </li></ul>Oct 3, 2009 The biggest single group = the majority in a broadcast world but a small minority in the networked world
    31. 31. Hits are still worth having… but <ul><li>They have less proportional value compared to the overall economics of the networked world. </li></ul><ul><li>In a broadcast world the hit was where MOST of the value resided </li></ul><ul><li>The opposite is true in a networked world. </li></ul><ul><li>Seeking ways to create value in the long tail therefore offers the bigger opportunity </li></ul>Oct 3, 2009
    32. 32. Caution: Snakes Oct 3, 2009 Long tail is getting longer…
    33. 33. Frightening Fragmentation Oct 3, 2009 Q: How can we reach deep into and along the ever-elongating long tail? A: Understand how messages/ideas and conversations evolve in the networked world
    34. 34. The internet is for people .
    35. 35. The internet is for people . For people to form groups
    36. 36. The internet is for people . For people to form groups Groups with shared purposes
    37. 37. The internet is for people . For people to form groups Groups with shared purposes Groups of people that can form at little or no cost
    38. 38. That changes everything Oct 3, 2009 http://flickr.com/photos/ stuckincustoms/
    39. 39. Three key disruptions Who gets to create content? Who gets to distribute content? Who controls the user experience?
    40. 40. Three key disruptions Who gets to create content? Any and everyone Who gets to distribute content? Any and everyone Who controls the user experience? The user is the destination now, they control their own A-to-anywhere journey
    41. 41. You can’t target every community of purpose They can Here’s how http://flickr.com/photos/caribb/
    42. 42. You can’t target every community of purpose They can Here’s how
    43. 43. Oct 3, 2009 THE STAGE Scale = audience = where the eyeballs have gone Message broadcast at audience
    44. 44. Oct 3, 2009 THE STAGE But in (social) networks the broadcast message doesn’t arrive
    45. 45. Oct 3, 2009 They aren’t looking at The Stage. They are looking at each other Scale = lots of communities of purpose = where the eyeballs are focused
    46. 46. Oct 3, 2009 <ul><li>They share messages among </li></ul><ul><li>their groups. </li></ul><ul><li>They adapt them to suit their groups </li></ul><ul><li>They make the message theirs </li></ul>We share what we think is cool with people who (we think) will think its cool , too
    47. 47. Oct 3, 2009 <ul><li>The groups are not fixed (adhoc). </li></ul><ul><li>The message spreads when the </li></ul><ul><li>groups reform around a new purpose </li></ul>Users select what they think is cool (has utility) to take with them on their journey
    48. 48. Oct 3, 2009 Participants adapt the message to suit the group they wish to share it with The people best-placed to adapt the message are in the group, not on the stage
    49. 49. Oct 3, 2009 And so it continues; the message evolving to survive. Or it dies out We share what we think is cool. That which we co-create, we embrace
    50. 50. Oct 3, 2009 They aren’t your groups they are theirs They aren’t your messages they are theirs Communication is not done to them, it is done by them
    51. 51. In social media <ul><li>WE are the distribution, </li></ul><ul><li>WE are the content, </li></ul><ul><li>WE are the 'user journey', </li></ul><ul><li>WE are how messages are transmitted. </li></ul><ul><li>WE are the medium and the media carried by it </li></ul><ul><li>WE are the connections. </li></ul><ul><li>and how the connections are made. </li></ul>Oct 3, 2009
    52. 52. Same as it ever was? Oct 3, 2009
    53. 53. Key lessons for organisations http://flickr.com/photos/cleversimon/
    54. 54. Key lessons for organisations 2 <ul><li>Respond </li></ul>Oct 3, 2009 http://flickr.com/photos/daveyp/
    55. 55. Listen <ul><li>The conversations are happening with or without your permission. </li></ul><ul><li>They are happening everywhere people talk </li></ul><ul><li>You can listen: twitter search; brandtags.net, Radian6, etc </li></ul><ul><li>Listen, enable, and serve. </li></ul>Oct 3, 2009
    56. 56. Business case for listening <ul><li>70% of purchase decisions are friend-recommended. </li></ul><ul><li>How much of your current spend is focused on connecting to the conversations? </li></ul><ul><li>How much value do you currently place on these conversations? </li></ul><ul><li>If the answer isn’t 70%... </li></ul>Oct 3, 2009
    57. 57. 2. Respond <ul><li>Marketing isn’t done to them, it is done by them </li></ul><ul><li>Think less of where the eyeballs are and more about the mouths and ears </li></ul><ul><li>Place value on real-time, human interaction. </li></ul>Oct 3, 2009
    58. 58. Oct 3, 2009
    59. 59. Homo Mimicus <ul><li>Behaviour emulation is a key mechanic </li></ul>Oct 3, 2009 Pic: Somargraphics via flickr
    60. 60. Social media works best <ul><li>When users can adapt the message to better suit those they would share with </li></ul><ul><li>Eg Youtube’s many incarnations of the Cadbury’s gorilla ad. </li></ul><ul><li>Where they lower the technical barriers </li></ul><ul><li>Eg Pampers easy-insert of your own kids’ pictures into a Christmas video message. </li></ul>Oct 3, 2009
    61. 61. Messy kitchens Oct 3, 2009
    62. 62. Interesting + together <ul><li>Create interesting things for people to do together </li></ul><ul><li>Co-create with those you were going to do your content to/deliver a product or service to. </li></ul><ul><li>Now do it with them. </li></ul><ul><li>They’ll find that more interesting. </li></ul>Oct 3, 2009
    63. 63. Connect communities of purpose <ul><li>Make it easy for people who care to connect </li></ul><ul><li>People who care, act </li></ul><ul><li>Action creates value (makes change) </li></ul><ul><li>Their actions attract more people to the purpose by amplifying and sustaining the conversation </li></ul><ul><li>This is how behaviour is changed – remember our monkey mimic? </li></ul>Oct 3, 2009
    64. 64. The value of right now Oct 3, 2009
    65. 65. Success requires: <ul><li>A willingness to relinquish control </li></ul><ul><li>Toolkits users can play with </li></ul><ul><li>Creative users </li></ul><ul><li>2&3 are in place. </li></ul><ul><li>Ready for No1? </li></ul>Oct 3, 2009 http://flickr.com/photos/darwinbell /
    66. 66. Remember <ul><li>It ain’t social media if it doesn’t change your business… </li></ul>Oct 3, 2009
    67. 67. Remember <ul><li>If the world outside is changing faster than the world inside, something is going to tear </li></ul>Oct 3, 2009
    68. 68. What makes me angry? <ul><li>Businesses insisting on massaging (messaging?) the humanity out of their best efforts to communicate with humans. There's a kind of insanity in that which is beyond grotesque. </li></ul><ul><li>Those who think they can 'use' us (that's me and you, kid) as a channel.  </li></ul><ul><li>Those who think the conversation is trivial. They belittle what it is to be human and the value we place on relationships. Their loss. </li></ul>Oct 3, 2009
    69. 69. The networked journey <ul><li>Listening to and responding to the network requires and drives cultural change within the organisation itself. </li></ul><ul><li>It raises and answers questions about ownership and control to make your brand or organisation better adapted to the networked world. </li></ul><ul><li>It is your safe passage to the future </li></ul>Oct 3, 2009
    70. 70. Together 90:10 <ul><li>“ The people who can make the biggest difference to your company don't work for it. </li></ul><ul><li>“ Adapting to the network means they can.” </li></ul>Oct 3, 2009
    71. 71. The great disruption has only just begun Oct 3, 2009 Brian Eno 1991
    72. 72. Social + Media <ul><li>Social = Groups, people, us, what we choose to do together </li></ul><ul><li>Media = Content, distribution, them, what they would seek to do to us </li></ul>Oct 3, 2009
    73. 73. Contact: <ul><li>David Cushman </li></ul><ul><li>FasterFuture.blogspot.com </li></ul><ul><li>twitter.com/davidcushman </li></ul><ul><li>[email_address] </li></ul><ul><li>[email_address] </li></ul><ul><li>Call or text +447736 353590 </li></ul><ul><li>Or just Google me (no, really) </li></ul>Oct 3, 2009