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Social Media - The Art of Digital Storytelling


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Seminar for undergraduate and MSc Project Management students at Royal Holloway University of London

Published in: Social Media, Marketing
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Social Media - The Art of Digital Storytelling

  1. 1. Social Media: The Art of Digital Storytelling Jemima Gibbons | @JemimaG Royal Holloway University of London Thursday 3 December 2015
  2. 2. Overview 1.Introduction 2.Hot trends 3.Ways of working 4.Project management 5.The future: a post digital culture 6.Making social work for YOU
  3. 3. 1 Introduction
  4. 4. Once upon a time…
  5. 5. “In the 1970s we weren’t told what to do all the time. Mainly because there were only about eight things to do.” Richard Osman Pointless
  6. 6. “In [tomorrow’s] virtual world things will have value that are not expressible in money today… reputation will become a digital asset.” Kosta Peric Bill & Melinda Gates Foundation
  7. 7. The Tale of The Social Brand
  8. 8. 2 Hot trends
  9. 9. Hot trends 1. Short form visuals 2. Video 3. Distribution 4. Social CRM
  10. 10. Periscopes, Vines, emoji and gifs 2.1 Short form visuals
  11. 11. End of The World Job Interview 2.2 Video LG Ultra HD TV
  12. 12. Telekinetic Coffee Shop 2.2 Video MGM / Carrie remake
  13. 13. Test Drive 2.2 Video Pepsi Max
  14. 14. So, what do you want? 1. End of the World job interview 2. Telekinetic Coffee Shop 3. Test Drive
  15. 15. Buzzfeed: content lab 2.3 Distribution
  16. 16. Nescafe: global site 2.3 Distribution
  17. 17. Zappos, Airbnb, Uber 2.4 Social CRM
  18. 18. 3 Ways of working
  19. 19. Ways of working 1. Fully integrated 2. Internal department 3. Outsourced 4. DIY
  20. 20. 3.1 Fully integrated 1. Social as a function across all teams 2. A truly “social business” 3. All stakeholders fully incorporated 4. Sustainable, ethical and transparent 5. Best example: Zappos
  21. 21. 3.1 Zappos
  22. 22. 3.2 Internal team 1.Typical of larger global companies e.g. Mondelez, Proctor + Gamble, Unilever 2. Led by strong personalities Scott Monty, Ford Bonin Bough, Mondelez (ex Pepsico) 3. Multi-million $ budgets 4. State of the art monitoring 5. Big data analytics
  23. 23. Facebook Fan Page 3.2 Coca-Cola
  24. 24. 3.3 Outsourced 1. Outsourcing for three key reasons: Small or medium sized business who can’t afford in-house Large, ambitious x-media creative briefs Need for global, 24 hour, multi-lingual monitoring 2. Served by traditional ad/ PR sector 3. And new dedicated social media agencies: eModeration, Tempero, We Are Social global monitoring often supplied by women working flexible hours part-time from home
  25. 25. Super Bowl Interception: Grey New York 3.3 Volvo
  26. 26. #100ReasonsWhy: Claremont/ Munro & Forster 3.3 Skills Funding Agency
  27. 27. 3.4 DIY 1. The solution for most small businesses 2. Often done without a strategy or training 3. The gap that social media launch pack fills 4. Best examples are where the CEO or another member of senior team is a natural
  28. 28. 4 Project management
  29. 29. Project management 1. Communication 2. Collaboration 3. Innovation
  30. 30. NHS Horizons uses Twitter to drive #NHSChangeDay 4.1 Communication
  31. 31. Graeme Linehan uses Slack to produce TV shows 4.2 Collaboration
  32. 32. Mint Digital uses Kickstarter for R&D 4.3 Innovation
  33. 33. 5 The future: a post-digital culture
  34. 34. The future 1. Peak social 2. Off-gridding 3. Augmented reality 4. Fragmentation
  35. 35. Content shock, adblocking & hashtag fatigue 5.1 Peak Social
  36. 36. Gartner Hype Cycle Digital Marketing 2015
  37. 37. Lena Dunham, prepping and IRL 5.2 Off-gridding
  38. 38. Umair Haque /
  39. 39. @Umairh: 235K Twitter followers
  40. 40. Multi-sensory and tactile communications 5.3 Augmented reality
  41. 41. Gillian Tett, Pierre Bourdieu: the silo effect 5.4 Fragmentation
  42. 42. 6 Making social work for YOU
  43. 43. Making social work for you 1. Your digital footprint 2. What recruiters look for 3. Your digital profile
  44. 44. What do people see when they first Google you? 6.1 Your digital footprint
  45. 45. 6.1 Your digital footprint 1.Remove tags/ report offensive media 2.Check your privacy settings on all networks 3.Ensure private conversations are private 4.Decide whether you need or wish to have separate accounts for work and play 5.Consider your career choice(s) 6.Be careful who you connect with
  46. 46. 6.2 What recruiters look for 1.They expect you to have a social presence 2.Keen interest in chosen field (platform?) 3.Designers on Dribbble; developers Github 4.Passion and enthusiasm for life 5.Discipline and maturity 6.But they don’t expect you to be a saint! 7.Personal referral/ word of mouth crucial
  47. 47. 6.3 Your professional profile 1.Ensure your LinkedIn profile is complete 2.Optimise any other profiles that are public 3.Use events to build your online network 4.Join conversations in your field 5.Curation is as important as creation 6.Consider blogging: words, images or video 7. A ‘side project’ can help your career…
  48. 48. @Panacea81 Lauren Luke
  49. 49. Bang Tidy Music Fabian Castellani
  50. 50. Be Brave Initiative Kerry Few
  51. 51. How will you tell your story?
  52. 52. Tweet me @JemimaG The end.