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Social Media May 2009

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introduction to social media for a marketing department in a life insurance company

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Social Media May 2009

  1. 1. Intro to social media Derek Abdinor May 2009
  2. 3. The week in social media
  3. 11. About Social Media
  4. 12. What and who <ul><li>Science WWW network </li></ul><ul><li>Dotcom WW1 gr8 depression WW2 </li></ul><ul><li>Digital natives: immune channels attention viral literate </li></ul>
  5. 13. How and where <ul><li>lightweight technology </li></ul><ul><li>web design courses </li></ul><ul><li>In businesses: IT > control > marketing </li></ul><ul><li>User Generated Content </li></ul>
  6. 14. Why <ul><li>Users can create own media </li></ul><ul><li>Users can share own media </li></ul><ul><li>Trust in UGC often over official news </li></ul><ul><li>Low barrier to services (free) </li></ul><ul><li>Low technology barrier (digital natives) </li></ul>
  7. 15. Hype
  8. 16. The long tail
  9. 17. Social networks <ul><li>Pre-existing </li></ul><ul><li>Contact management </li></ul><ul><ul><li>Professional contacts (LinkedIn, Xing) </li></ul></ul><ul><ul><li>Friend management (FaceBook, MySpace, Bebo) </li></ul></ul><ul><li>Social network use superceded email 2009 </li></ul>
  10. 18. The network effect <ul><li>Total size of the network </li></ul><ul><li>Strength of connections between nodes </li></ul>The Wealth of Networks: How Social Production Transforms Markets and Freedom   by Yochai Benkler
  11. 19. <ul><li>The web network </li></ul><ul><li>Measure of </li></ul><ul><li>Popularity </li></ul><ul><li>Relevance </li></ul><ul><li>a form of artificial intelligence </li></ul><ul><li>Reputation management tool </li></ul>
  12. 20. Page Rank
  13. 21. Social Viral
  14. 22. Compare social and viral <ul><li>Viral relies on pre-existing social networks </li></ul><ul><li>Video, links, mobile </li></ul><ul><li>Viral = (PCF) ² </li></ul>
  15. 23. viral
  16. 24. UGC and sharing <ul><li>Phones allow for one-click uploads </li></ul><ul><li>Traditional media </li></ul><ul><ul><li>Threat </li></ul></ul><ul><ul><li>Alternative </li></ul></ul><ul><li>Forms of copyright </li></ul>
  17. 26. mashups <ul><li>21 century collages </li></ul><ul><li>Technology makes it easy </li></ul><ul><li>Not considered disrespectful </li></ul><ul><li>Video is the new mix tape </li></ul>
  18. 28. Forms of social media
  19. 29. Knowledge management <ul><li>Social bookmarking </li></ul><ul><li>News voting sites </li></ul>
  20. 30. File sharing <ul><li>Photo sharing </li></ul><ul><li>Video sharing </li></ul><ul><li>PowerPoint sharing </li></ul><ul><li>Mobile </li></ul><ul><li>The reason for viral </li></ul>
  21. 31. Social networks <ul><li>Broad platforms (largely open) </li></ul><ul><ul><li>FaceBook </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><li>Niche networks (closed) </li></ul>
  22. 32. Publishing <ul><li>Two way conversation is expected </li></ul><ul><li>Blogs informal, open language </li></ul><ul><ul><li>Technical requirements </li></ul></ul><ul><li>Fake blogs (flogs) and astroturfing </li></ul><ul><li>Over 100 million blogs in 2007 </li></ul><ul><li>Art of commenting </li></ul>
  23. 33. Microblogging <ul><li>Stream of 140 character posts </li></ul><ul><ul><li>Observations </li></ul></ul><ul><ul><li>Links </li></ul></ul><ul><ul><li>Knowledge </li></ul></ul><ul><ul><li>Release news </li></ul></ul>
  24. 34. Video
  25. 36. Filters <ul><li>15 – 20 billion web pages </li></ul><ul><li>Humans have become the filters </li></ul><ul><li>RSS </li></ul><ul><li>Email alerts </li></ul>
  26. 37. Reputation <ul><li>Smaller firms live and die by Google </li></ul><ul><li>Good and bad client experiences go viral </li></ul><ul><li>Hello Peter! is a best case scenario </li></ul>
  27. 39. Levels of engagement: campaign
  28. 40. Fringe engagement <ul><li>Online advertising </li></ul><ul><li>Enable bookmarking of content </li></ul><ul><li>Monitor Internet </li></ul>
  29. 41. Active engagement <ul><li>All fringe +: </li></ul><ul><li>Monitoring and participation </li></ul><ul><li>Activity in broad social network </li></ul><ul><li>Blogging from official viewpoint </li></ul><ul><li>Explore mobile viral content </li></ul>
  30. 42. Aggressive engagement <ul><li>All fringe and active methods +: </li></ul><ul><li>Shoot video for viral </li></ul><ul><li>Own niche social network </li></ul><ul><li>Microblogging </li></ul><ul><li>Community manager </li></ul>
  31. 43. Conclusion <ul><li>Its not about the technology </li></ul><ul><li>A social network is the platform for viral </li></ul><ul><li>Social media = campaign tools and habits </li></ul><ul><li>Channel and mix </li></ul>

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