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The Impact & the Etiquette of Social Media David Cushman
Who am I? <ul><li>20 years in media, advertising, marketing and organisational change </li></ul><ul><li>Author of The Powe...
Context Nov 16, 2009
What is social media? <ul><li>Digitally enabled peer-to-peer networks </li></ul><ul><li>From email and sms to Facebook and...
Power? <ul><li>Every hotel </li></ul><ul><li>Every restaurant </li></ul><ul><li>Every shop </li></ul><ul><li>Everywhere… <...
Peer-to-Peer? <ul><li>The most powerful behaviour changer there is </li></ul><ul><li>We do what others like us do </li></u...
Social media <ul><li>Is not : A channel  (it’s a network) </li></ul>Nov 16, 2009 Is not :   A place to broadcast  (it’s fo...
It’s all about the people, people <ul><li>Where humans are talking to each other about things that bother/interest them – ...
We’re all publishers now <ul><li>300m blogs globally </li></ul><ul><li>73% of web users read blogs </li></ul><ul><li>Faceb...
We’re all advertisers and marketers now <ul><li>Friend-recommendation is responsible for 70%+ of all purchase decisions </...
Social media. Shared media. <ul><li>Very different measures required. </li></ul><ul><li>Not consuming; participating </li>...
How do we adapt? Nov 16, 2009
The user is the destination now
The long tail… and it’s getting longer Nov 16, 2009 The idea that the majority is made up of people who don’t want the thi...
Frightening Fragmentation Nov 16, 2009 Q: How can we reach deep into and along the ever-elongating long tail? A: Understan...
The internet is for  people .
The internet is for  people .  For people to form  groups
The internet is for  people .  For people to form  groups Groups  with shared purposes
The internet is for  people .  For people to form  groups Groups  with shared purposes Groups of people  that can form at ...
That changes  everything Nov 16, 2009 http://flickr.com/photos/ stuckincustoms/
Three key disruptions Who gets to create content? Who gets to distribute content? Who controls the user experience?
Three key   disruptions Who gets to create content? Any and everyone Who gets to distribute content? Any and everyone Who ...
You can’t target every community of purpose They  can Here’s how http://flickr.com/photos/caribb/
You can’t target every community of purpose They  can Here’s how
Nov 16, 2009 THE STAGE Scale = audience = where the eyeballs have gone Message broadcast at audience
Nov 16, 2009 THE STAGE But in (social) networks the broadcast message doesn’t arrive
Nov 16, 2009 They aren’t looking  at The Stage.  They are looking  at each other Scale = lots of  communities of purpose  ...
Nov 16, 2009 <ul><li>They share messages among  </li></ul><ul><li>their  groups. </li></ul><ul><li>They adapt them to suit...
Nov 16, 2009 <ul><li>The groups are not fixed (adhoc). </li></ul><ul><li>The message spreads when the  </li></ul><ul><li>g...
Nov 16, 2009 Participants adapt  the message  to suit the group they wish to share it with The people best-placed to adapt...
Nov 16, 2009 And so it continues;  the message evolving to  survive. Or it dies out We share what we think is cool. That w...
Nov 16, 2009 They aren’t your groups  they are theirs   They aren’t your messages   they are theirs Communication is not d...
In social media <ul><li>WE are the  (only)  distribution,  </li></ul><ul><li>WE are the content,  </li></ul><ul><li>WE are...
Same as it ever was? Nov 16, 2009
Key lessons for organisations http://flickr.com/photos/cleversimon/
Key lessons for organisations 2 <ul><li>Respond </li></ul>Nov 16, 2009 http://flickr.com/photos/daveyp/
Listen <ul><li>The conversations are happening with or without your permission. </li></ul><ul><li>They are happening every...
Business case for listening <ul><li>70% of purchase decisions are friend-recommended. </li></ul><ul><li>How much of your c...
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...
Social media works best <ul><li>When users can adapt the message to better suit those they would share with </li></ul><ul>...
Messy kitchens Nov 16, 2009
Interesting + together <ul><li>Create interesting things for people to do together </li></ul><ul><li>Co-create with those ...
Connect communities of purpose <ul><li>Make it easy for people who care to connect </li></ul><ul><li>People who care, act ...
Success requires: <ul><li>A willingness to relinquish control </li></ul><ul><li>Toolkits users can play with </li></ul><ul...
Broken media <ul><li>If you publish without allowing the reader to publish back, you state: </li></ul><ul><li>There, I'm d...
What makes me angry? <ul><li>Organisations insisting on massaging (messaging?) the humanity out of their best efforts to c...
Remember <ul><li>It ain’t social media if it doesn’t change your business… </li></ul>Nov 16, 2009
Social + Media <ul><li>Social = Groups, people, us, what we choose to do together </li></ul><ul><li>Media = Content, distr...
Together 90:10 <ul><li>“ The people who can make the biggest difference to your college don't work for it.  </li></ul><ul>...
Contact: <ul><li>David Cushman </li></ul><ul><li>FasterFuture.blogspot.com </li></ul><ul><li>twitter.com/davidcushman </li...
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The impact and etiquette of social media

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The presentation I gave to the 157Group - marcomms pros from Britain's biggest and best colleges

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The impact and etiquette of social media

  1. 1. The Impact & the Etiquette of Social Media David Cushman
  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, Gambling Compliance, The Met Police, Coca Cola etc </li></ul><ul><li>Trustee of UK charity Citizens Online </li></ul><ul><li>Ex-Director of Social Media at BrandoSocial </li></ul><ul><li>Currently MD 90:10 Ltd (Ninety10group.com) </li></ul>Nov 16, 2009
  3. 3. Context Nov 16, 2009
  4. 4. 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>Nov 16, 2009
  5. 5. Power? <ul><li>Every hotel </li></ul><ul><li>Every restaurant </li></ul><ul><li>Every shop </li></ul><ul><li>Everywhere… </li></ul>Nov 16, 2009 Filled with published critics
  6. 6. 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>Nov 16, 2009
  7. 7. Social media <ul><li>Is not : A channel (it’s a network) </li></ul>Nov 16, 2009 Is not : A place to broadcast (it’s for conversations)
  8. 8. 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>Nov 16, 2009
  9. 9. We’re all publishers now <ul><li>300m 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>Nov 16, 2009 The revolution is speeding up...
  10. 10. 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>Nov 16, 2009
  11. 11. 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>Nov 16, 2009
  12. 12. How do we adapt? Nov 16, 2009
  13. 13. The user is the destination now
  14. 14. The long tail… and it’s getting longer Nov 16, 2009 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
  15. 15. Frightening Fragmentation Nov 16, 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
  16. 16. The internet is for people .
  17. 17. The internet is for people . For people to form groups
  18. 18. The internet is for people . For people to form groups Groups with shared purposes
  19. 19. 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
  20. 20. That changes everything Nov 16, 2009 http://flickr.com/photos/ stuckincustoms/
  21. 21. Three key disruptions Who gets to create content? Who gets to distribute content? Who controls the user experience?
  22. 22. 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
  23. 23. You can’t target every community of purpose They can Here’s how http://flickr.com/photos/caribb/
  24. 24. You can’t target every community of purpose They can Here’s how
  25. 25. Nov 16, 2009 THE STAGE Scale = audience = where the eyeballs have gone Message broadcast at audience
  26. 26. Nov 16, 2009 THE STAGE But in (social) networks the broadcast message doesn’t arrive
  27. 27. Nov 16, 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
  28. 28. Nov 16, 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
  29. 29. Nov 16, 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
  30. 30. Nov 16, 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
  31. 31. Nov 16, 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
  32. 32. Nov 16, 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
  33. 33. In social media <ul><li>WE are the (only) 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>Nov 16, 2009
  34. 34. Same as it ever was? Nov 16, 2009
  35. 35. Key lessons for organisations http://flickr.com/photos/cleversimon/
  36. 36. Key lessons for organisations 2 <ul><li>Respond </li></ul>Nov 16, 2009 http://flickr.com/photos/daveyp/
  37. 37. 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>Nov 16, 2009
  38. 38. 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>Nov 16, 2009
  39. 39. 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>Nov 16, 2009
  40. 40. 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>Nov 16, 2009
  41. 41. Messy kitchens Nov 16, 2009
  42. 42. 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>Nov 16, 2009
  43. 43. 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>Nov 16, 2009
  44. 44. 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>Nov 16, 2009 http://flickr.com/photos/darwinbell /
  45. 45. Broken media <ul><li>If you publish without allowing the reader to publish back, you state: </li></ul><ul><li>There, I'm done. </li></ul><ul><li>That's all you need to know. </li></ul><ul><li>All your questions have been answered - because I say so. </li></ul><ul><li>This is as good as it gets. </li></ul><ul><li>Me producer, you consumer. </li></ul><ul><li>Me expert, you little man/woman. </li></ul><ul><li>Nothing to be challenged here. Move along </li></ul><ul><li>Your opinion counts for zip </li></ul>Media that publishes without a comment box publishes broken
  46. 46. What makes me angry? <ul><li>Organisations 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>Nov 16, 2009
  47. 47. Remember <ul><li>It ain’t social media if it doesn’t change your business… </li></ul>Nov 16, 2009
  48. 48. 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>Nov 16, 2009
  49. 49. Together 90:10 <ul><li>“ The people who can make the biggest difference to your college don't work for it. </li></ul><ul><li>“ Adapting to the network means they can.” </li></ul>Nov 16, 2009
  50. 50. 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>Nov 16, 2009

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