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Greenstein Landsman Social Media Jungle


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Howard Greenstein and Dean Landsman's Presentation at the Social Media Jungle 2008

Published in: Technology, News & Politics
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Greenstein Landsman Social Media Jungle

  1. 1. The Social Media Jungle <ul><li>Leveraging Social Media for YOU (and your business) </li></ul>
  2. 3. Remember… <ul><li>Powerpoint Corrupts </li></ul><ul><li>Absolute Powerpoint corrupts absolutely </li></ul>
  3. 4. Early Blogs <ul><li>Cave Drawings annotated life, kept a record, served to inform future visitors (and “the future” was a much shorter time span back then when life span was shorter). </li></ul><ul><li>This was the recording, reporting, and distribution of news. Pretty primitive, but those were primitive times. </li></ul>
  4. 5. Original Citizen Journalism <ul><li>And there’s always been word of mouth and the oral tradition. Even if it may once have been limited to “… ug booga booga.” </li></ul>
  5. 6. Someday our tools will probably seem equally primitive.
  7. 8. Death Of JFK The Assassination of John F. Kennedy was a defining moment in television .
  8. 9. Jon Stewart/Tucker Carlson “I won’t be your monkey”
  9. 10. Pundits Predicted <ul><li>People said radio was dead, and newsreels were dead… </li></ul><ul><li>Along came Cable TV and VCRs and … </li></ul><ul><li>People said the Internet was just a fad </li></ul><ul><li>People are now saying the Internet is killing Newspapers </li></ul><ul><li>So let’s look at what people are talking about now, and the new ways of getting the word out </li></ul>
  10. 11. The 3-Screen world <ul><li>TV </li></ul><ul><li>Computer Monitor </li></ul><ul><li>Handheld </li></ul>
  11. 12. What works on TV doesn’t always work on computer <ul><li>There will always be appointment media, but the water cooler discussion will always exist, even if it moves to Twitter, social networks, etc. </li></ul><ul><li>TV is a lean back experience </li></ul>
  12. 13. What works on a compuer doesn’t always work on TV <ul><li>PC Viewing is a “lean forward” experience. Users lean toward the screen. A more active and engaged setting. </li></ul><ul><li>Handheld Usage is a “multitasking experience.” A more rapid, hit-and-run, in-the-moment and transient action. </li></ul>Photo credit:
  13. 14. Consumers dwell in an increasing Multiscreen World: <ul><li>TV and the Internet are on equal footing as entertainment sources. 66 percent reported viewing from 1 to 4 hours of TV per day, vs. 60 percent who reported the same levels of personal Internet usage. </li></ul><ul><li>Consumers are increasingly turning to online destinations like YouTube, MySpace, Facebook, games, or mobile entertainment vs. traditional television. </li></ul><ul><li>Social Media is available on 2 of 3 Screens – how long until the 3 rd one shows up? Or does computer/tv merge? </li></ul>
  14. 15. Who’s Tube? <ul><li>In December 2007, 77.6 Million Viewers were watching 2.3 Billion Videos </li></ul><ul><li>In March 2008 – 84.8 million viewers watched 4.3 billion videos (50.4 videos per viewer) </li></ul>
  15. 16. Nielsen Ratings from 2/4/2008
  16. 17. Budget Discussion <ul><li>Many faceted branding campaign across all media, sending lots of messages outward </li></ul><ul><li>Social Media outreach, listening to customers, providing content to bloggers, creating relationships </li></ul><ul><li>(for now) </li></ul>$$$ $ to $$
  17. 18. 3 Screens In Summary <ul><li>In the Three Screen World, effective delivery and impact of getting the message across goes from the old paradigm of impression count to a blend of impressions and impact. Delivery System Ubiquity and the variety of Media (on different screens) offer new opportunities.  </li></ul><ul><li>The TV show or ad: Passive message introduction // initial or introductory impressions.  </li></ul><ul><li>The Website: Active engagement and reinforcement of the message - call to action (buy our product, entice with coupon) and enable and encourage the benefit.  </li></ul><ul><li>The Handheld: Transactive (and paperless!) reminder, coupon manifestation (via SMS or wireless or interactive RFID). Portability. </li></ul>
  18. 19. Social Media Discussion <ul><li>Social Networking and Social Media </li></ul><ul><li>How they can support other media – YOUR media </li></ul><ul><li>Presence , ubiquity, search and reach, and being both engaging and accessible </li></ul><ul><li>Who is doing a good job connecting to their viewers, bridging the gap between screens, and connecting content and people? </li></ul>
  19. 20. Trans-Media and the Heroes Phenomenon
  20. 21. Not Just a TV Show <ul><li>Intended as a mixed media property </li></ul><ul><li>Writers from properties such as Alias and Lost, which gained huge Internet followings </li></ul><ul><li>From the beginning, a strategy to generate content for the Net that would draw fans into the show </li></ul>
  21. 22. Sponsorship built into the plot
  22. 23. Sprint-sponsored content/contest for next season Hero <ul><li>All “heroes” carry Sprint phones… </li></ul>
  23. 24. Learning? <ul><li>If you’re creating content: </li></ul><ul><ul><li>How quickly and easily can you let your fans take your content and remix it? Mash can be monster, and viral. </li></ul></ul><ul><ul><li>How easy is it for them to share with their friends? Are you enabling them to use it in their Social Networks? </li></ul></ul><ul><li>Who owns your brand? </li></ul><ul><ul><li>You manage your brand </li></ul></ul><ul><ul><li>Your customers decide what it means to them, every time they interact with you – or with their peers or extended networks </li></ul></ul>
  24. 25. Feed the engines <ul><li>Blogs, Twitter, LinkedIn, Flickr, Comments, YouTube, Tags, Links, all feed the Search Engine Cloud that surrounds you or your brand. </li></ul><ul><li>Search Drives Almost Everything today. It is today’s “Killer App” </li></ul><ul><li>Search is the Integrator – in all the screens. We search for TV shows, on our DVR guides, On our phones (iphone users 50% of Google search last year), and of course at our computers. </li></ul>
  25. 26. The brand that is Chris Brogan or Robert Scoble <ul><li>Twitter </li></ul><ul><li>Flickr </li></ul><ul><li>Videos </li></ul><ul><li>Audio utterz etc </li></ul><ul><li>Blogs </li></ul><ul><li>Ever present at conferences </li></ul>
  26. 28. <ul><li>aada </li></ul>
  27. 29. Take-Aways – What Old Media can teach new media <ul><li>1. Repetition can be a good thing. (You can say that again) </li></ul><ul><ul><li>2 all beef patties… </li></ul></ul><ul><ul><li>I’m a… he’s a….wouldn’t you like to be a… </li></ul></ul><ul><ul><li>Whatzzzzuppp??? Ahhhhh….Ahhhh. </li></ul></ul><ul><li>Put Content with your Ads </li></ul><ul><ul><li>Radio announcer endorsements in the 40s, Dancing Cigarette boxes in 50’s variety shows </li></ul></ul><ul><ul><li>Podcast hosts doing direct product mentions: ex: Brian Ibbot on Coverville, Mevio/Podshow model </li></ul></ul>
  28. 30. … More takeaways <ul><li>Reach and Frequency still important to many advertisers </li></ul><ul><ul><li>Even if you can show Social Influence and Return on Influence, many will still want to know how many hits their page got, and how many eyeballs were ‘reached’ </li></ul></ul><ul><ul><li>It’s your job to explain it both ways </li></ul></ul>
  29. 31. Question
  30. 32. <ul><li>More Info: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>