The Now, Next and Why of Social Media by Gual Barwell of Contagious during iStrategy Sydney 2010.

1. NOW / NEXT / WHY /

2. Douglas Adams / How to Stop Worrying and Learn to Love the Internet
“Anything invented
before you were 18 has
been there forever.
Anything that turns up
before you're 30 is new
and exciting.
Anything after that is a
threat to the world and
must be destroyed.” /
CONTAGIOUS /
Social Media /

3. CONTAGIOUS /
Social Media /
‘The world spends 110 billion minutes a day
on social networks and blogs. This is 22% of
all time spent online…
HOWEVER! Marketers this year are expected
to spend about $1.7 billion on social
networks—just 6.7% of the total $25.1 billion
market for online advertising.’
Source: Nielsen & eMarketer

4. The networks are your friends…
CONTAGIOUS /
Social Media /

5. Show vs. Tell
CONTAGIOUS /
Social Media /

6. From Sustained Presence...
CONTAGIOUS /
Social Media /

7. ….to spikes of interest…
CONTAGIOUS /
Social Media /

8. …to Product Development.
CONTAGIOUS /
Social Media /

9. 1. RedBalloon Conversation

10. Useful / Relevant / Entertaining
CONTAGIOUS /
Social Media /

11. CONTAGIOUS /
Social Media /
The emotional power of
response.
‘Sometimes you stare into the abyss,
and the abyss stares back.’
– Nietszche

12. A cry in the dark…
CONTAGIOUS /
Social Media /

13. …and the power of response
CONTAGIOUS /
Social Media /

14. What Worked – Content & Tone

15. Social Media – Online Content

16. Social Media Facebook
• Personal.
• Regular updates.
• Communicate with
users.
• Builds community
• Push back to websites
and on-air.

17. Social Media Twitter
• Intimate – owned by talent
• One to one relationship
with audience
• Update images directly
from their phone
• 24/7 contact with talent
• Genuine conversations
with stars
• Greater opportunity for
viral seeding

18. Media Value

19. 2. It’s up to them

20. CONTAGIOUS /
Social Media /
It hurts…but prioritise
engagement over reach.

21. ‘When it comes to social media
communities, size isn’t everything – I’d
rather have 100 highly engaged fans on
a Facebook page who actually share and
discuss content than 1,000,000 fans who
aren’t active at all.’
Graeme Boyd
Consultant Community Manager / XBOX EMEA
CONTAGIOUS /
Social Media /

22. Jetstar / Whats Your Story
CONTAGIOUS /
Social Media /

23. Jetstar / Whats Your Story
CONTAGIOUS /
Social Media /

24. Jetstar / Whats Your Story
CONTAGIOUS /
Social Media /

25. 3. Know what you stand for

26. CONTAGIOUS /
Social Media /
Start with an insight, not a
media plan.

27. Gatorade / No Small Games
CONTAGIOUS /
Social Media /

28. Gatorade / Social Media War Room
CONTAGIOUS /
Social Media /

29. Gatorade / Replay
CONTAGIOUS /
Social Media /
QuickTime™ and a
YUV420 codec decompressor
are needed to see this picture.

30. 4. The real world

31. CONTAGIOUS /
Social Media /
Be prolific rather than
precious.

32. QuickTime™ and a
decompressor
are needed to see this picture.
CONTAGIOUS /
Social Media /
Earth Hour

33. CONTAGIOUS /
Social Media /
EH Organisers
From inspired individuals
Five Students organize Earth
Hour in Casablanca,
Morocco for the first time
and run an event in North
Africa’s largest IT park and
get the mayor of Casablanca
to commit to Earth Hour.
They found us and
established first contact
on Twitter.

34. CONTAGIOUS /
Social Media /
EH Organisers
To creative celebrities
The climate-car in Italy
driven by two celebrity
DJ’s was a mobile voting
booth which collected
votes for Copenhagen in
2009. This was an
example of an offline
element of the
campaign

35. CONTAGIOUS /
Social Media /
EH Organisers
To the largest event organisers
The Egypt skyline showing The Sphinx
and The Pyramids are seen before and
after the lights are switched off for Earth
Hour on March 27, 2010 in Cairo, Egypt.
© Jason Larkin

36. CONTAGIOUS /
Social Media /
EH Organisers

37. CONTAGIOUS /
Social Media /
Number 1 Trending topic
on Twitter (27/3)
2.2 % of all tweets
EH-related (27/3)
Supported by super users
Kylie Minogue, Coldplay, Ashton
Kutcher and more
In one 60-min period EH had over
3.36 million impressions

38. CONTAGIOUS /
Social Media /
Number of people who interacted with
EH via social media 16.7 Million
Over half a million YouTube views
of EH2010 DVD
1,965 photos of EH uploaded to
Flickr
1.48 Million unique visitors from
205 countries (on the day of Earth
Hour)
EH a portal for 92 websites and
blogs

39. CONTAGIOUS /
Social Media /
Thousands of user-generated media/activity
Social Media / User Generated Media

40. CONTAGIOUS /
Social Media /
Pepsi / The Ultimate Challenger

41. Pepsi / Evolving Platform
CONTAGIOUS /
Social Media /

42. 5. Who knows where it will go

43. CONTAGIOUS /
Social Media /
Look at what it does, and
only THEN use it.

44. CONTAGIOUS /
Social Media /
The Social Supply Chain / Hippo

45. QuickTime™ and a
YUV420 codec decompressor
are needed to see this picture.
CONTAGIOUS /
Social Media /
The Social Supply Chain / Hippo

46. CONTAGIOUS /
Social Media /
Useful / Relevant / Entertaining

47. CONTAGIOUS /
Social Media /
Remember it’s for actual people

48. CONTAGIOUS /
Social Media /
Be brave! And make mistakes…