Using + Social Media = Fail


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My keynote for the 'social media marketing' theatre at #Online09 at Olympia. London, Dec 1, 2009

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  • When the printing press arrived I daresay there were futurists and consultants of every hue (likely called diviners and astrologers back then) who predicted the future was all about paper – and big clanky printing presses.But it wasn’t – it was about the impact of new information flows and how people and society changed in response to this new freer, less church/state controlled flow of informationJust as now, the future is not about the tools and the platforms we use to exchange information – it is about what changes as a result of their use – what we discover about ourselvesIt is self-organising.
  • Only the best adapted survive.
  • Using + Social Media = Fail

    1. 1. Using + social media = fail<br />Participation reveals real ROI for everyone involved<br />
    2. 2. The future isn’t digital<br />
    3. 3. What’s the next tool?<br />
    4. 4. What’s the next tool?<br />
    5. 5. What’s the next tool?<br />
    6. 6. What’s the next tool?<br />
    7. 7. What’s the next tool?<br />
    8. 8. Don’t need to worry about that<br />Worry less about what the tech is<br />Understand what people are doing, with each other, with the tech<br />
    9. 9. The future is self-organised<br />The social technologies we now have bring people together; people who care about the same things<br />They find each other, they create their own content, they distribute it to each other<br />
    10. 10. Wiki-fixing the world<br />They aren’t sitting around waiting to be told what to do.<br />They are getting on with wikifixing the world, niche by niche.<br />
    11. 11. Social + Media = change<br />
    12. 12. No social without media<br />The media side is where we pass on messages from one to another, do the viral thing, create content and publish it - in social networks and on blogs and in tweets.<br />It is where we fulfil those multiple roles that once were the sole domain of the media industry - we publish, we advertise and market (to our peers).<br />We distribute: through peer-to-peer pass on.<br />We do it all in networks rather than channels,<br />Real-time rather than their time <br />Many-to-many rather than one-to-many.<br />
    13. 13. It’s Media, Jim, but not as we know it<br />This is where any and everyone:<br />Creates the content<br />Distributes the content<br />Controls their own user experience.<br />Where the user (not your website) is the destination now<br />
    14. 14. You can’t buy space in their conversations<br />...or target all the niches they form<br />
    15. 15. 25-Nov-09<br />THE STAGE<br />Message broadcast at audience<br />Scale = audience = where the eyeballs have gone<br />15<br />
    16. 16. 25-Nov-09<br />THE STAGE<br />But in (social) networks the broadcast message doesn’t arrive<br />16<br />
    17. 17. 25-Nov-09<br />They aren’t looking <br />at The Stage. <br />They are looking <br />at each other<br />Scale = lots of communities of purpose = where the eyeballs are focused<br />17<br />
    18. 18. 25-Nov-09<br /><ul><li>They share messages among </li></ul>their groups.<br /><ul><li>They adapt them to suit their groups
    19. 19. They make the message theirs</li></ul>We share what we think is cool with people who (we think) will think its cool, too<br />18<br />
    20. 20. 25-Nov-09<br /><ul><li>The groups are not fixed (adhoc).
    21. 21. The message spreads when the </li></ul>groups reform around a new purpose<br />Users select what they think is cool (has utility) to take with them on their journey<br />19<br />
    22. 22. 25-Nov-09<br />Participants adapt <br />the message <br />to suit the group<br /> they wish to share it with<br />The people best-placed to adapt the message are in the group, not on the stage<br />20<br />
    23. 23. 25-Nov-09<br />And so it continues; <br />the message evolving to <br />survive. Or it dies out<br />We share what we think is cool. That which we co-create, we embrace<br />21<br />
    24. 24. 25-Nov-09<br />They aren’t your groups <br />they are theirs<br />They aren’t your messages<br />they are theirs<br />Communication is not done to them, it is done by them<br />22<br />
    25. 25. But where’s the value?<br />It isn’t in the fact that comms happen<br />
    26. 26. But where’s the value?<br />It isn’t in the fact that comms happen<br />It is in what happens as a result of those comms<br />
    27. 27. But where’s the value?<br />It isn’t in the fact that comms happen<br />It is in what happens as a result of those comms<br />It is in what people are doing together with ‘the tech’.<br />
    28. 28. The real ROI is wiki-fixing the world<br /><ul><li>The value of the comms is in what all our expressions of meta-data lead to:
    29. 29. New, fast, user-centric, efficiencies through group-forming.
    30. 30. Our media-like activity brings us together with people seeking to solve the same problem or improve the same experience that matters to us.
    31. 31. This is where the efficiencies happen. Niche by niche.</li></li></ul><li>A small example<br /><ul><li>A social technology (Twitter) is created (social)
    32. 32. I (social) tweet a complaint about a brand (media)
    33. 33. A person (social) representing the brand uses social tech to listen (social)
    34. 34. The person (social) contacts me (media)
    35. 35. We engage in conversation (media)
    36. 36. My problem is resolved (social)
    37. 37. The person representing the brand (social) discovers a way to improve their current system - making it more efficient for all (social)
    38. 38. I (social) tweet to say how pleased I am with outcome (media)
    39. 39. I (social) recommend the brand rep to my peers (social)</li></li></ul><li>Twitter<br />Facebook apps<br />The iPhone app shop<br />Wikipedia (of course)<br /> Other examples<br />
    40. 40. But it’s not just in the valley...<br />
    41. 41. Making a dog’s dinner out of social media...<br />Del Monte&apos;s participation in social media resulted in the co-creation, from R&D to successful market launch in stores, of a new pet food.<br />They made a dog&apos;s dinner of it - in six weeks. (May 09)<br />
    42. 42. Barking up the right tree<br />
    43. 43. It’s a fitness landscape out there...<br />Only the best adapted survive<br />
    44. 44. More pegs, more round, more often<br />
    45. 45. Throw away your hammers; open your doors<br />
    46. 46. Broken business<br />Inspired by Clay Shirky: <br />‘A screen that ships without a mouse, ships broken’)<br />Media that publishes without a comment box, publishes brokenPublishing without being open to contribution, is the wrong model for the networked world:<br />
    47. 47. Your opinion counts for zip<br />Extraordinary attitude says:<br />There, I&apos;m done. <br />That&apos;s all you need to know. <br />All your questions have been answered - because I say so.<br />This is as good as it gets.<br />Me producer, you consumer.<br />Me expert, you little man/woman.<br />Nothing to be challenged here. Move along<br />Your opinion counts for zip<br />
    48. 48. &apos;A business that operates without a comment box, operates broken&apos;<br />
    49. 49. Open for business<br />&apos;A business that operates without a comment box, operates broken&apos;<br />A business that fails to open to the riches of feedback loops, real-time co-creation and wikifixing of the power of the network is a business at risk of being defeated by those that are.<br />Next to those from the self-organised future, it is broken. <br />
    50. 50. Landroverowner<br />Crowd sourced QA<br />Made something they wanted<br />Made something they defended<br />Made something they marketed<br /><br />
    51. 51. Listen and learn<br /><ul><li>@BTCare
    52. 52. District Council Services
    53. 53. Etc etc etc…</li></li></ul><li>What the money is waiting to follow<br />300m on Facebook; 59m on Twitter - but where’s the business model?<br />The emerging value of social tech is not in the platforms, tools or the comms – it is in efficiencies they bring<br />
    54. 54. Social + Media = direct ROI<br />Adapting business to the networked world shows direct return on investment <br />It streamlines businesses, creates new orders of efficiency in everything from product development, to marketing, to recruitment, to you name it...<br />It delivers business models (and businesses) adapted to the networked world.<br />That enables businesses to thrive in a rapidly transforming world. <br />
    55. 55. Remember<br />It ain’t social+media if it doesn’t change your business<br />
    56. 56. I don’t have all the answers<br />The people who can make the biggest difference to your company or organisation don’t work for it.<br />Adapting to the network means that they can<br />
    57. 57. David Cushman<br />Managing Director<br /><br /><br />Call or text +44 (0)7736 353590<br /><br /><br />45<br />25-Nov-09<br />
    58. 58. All images <br />All images in this presentation are available under a creative commons licence on<br />