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Social Media:101 Discover the power of your voice Thursday, July 30, 2009
Goal 1:  Move past the hype!  Goal 2: Inspire you to try something new Goal 3: Motivate you to participate
<ul><li>Lets not talk about social media.  </li></ul><ul><li>Be a practitioner. </li></ul>jojobickley
What Is Social Media? <ul><li>Social media is content, recommendations, ratings and public statements created by  people  ...
This 101 Focuses On What Makes Media Social People: Media shifts, content and  behavioral   Technology: The vast universe ...
Part 1: People: Media shifts, content and  behavioral
Our clients’ marketing model is being challenged, and CMOs can foresee a day when it will no longer work.   McKinsey Quart...
People are free and are demanding their voices be heard.  Consumers are demanding that agencies and their clients listen, ...
<ul><li>Big Six study (US): People with DVRs watch 12% more TV, yet 90% of them ad-skip </li></ul><ul><li>78.2% of Germans...
200,000,000 blogs 1.5 million residents “ When the people find that they can vote themselves money, that will herald the e...
Semi-amateurs start to “play for real” NEWS MEDIA Users in millions BBC Newsline Ticker 19,550 CNN 18,600 New York Times  ...
The power shifted  –  We demand control ® Any Time  -  Any Place  -  Any Way Source: Alain Thys: http://blog.futurelab.net
of consumers don’t believe that companies tell the  truth in advertisements” “ 76% — Yankelowich Source: Alain Thys: http:...
THERE IS STILL ONE TRUSTED MEDIUM LEFT IN THE WORLD MY FRIENDS – THEIR FRIENDS – AND ALL THOSE WE COLLECTIVELY RESPECT
Our  need  to connect fuels   our   world
Our connections  form tribes
Major interests: music, sports, film, photography, literature, fashion, games, business, news, ect. Tribes come in many fo...
Some people are passionate about their interests
Slide    |  07/31/09 passionate people can influence  many
Social Media is You
We are social media
Me dia
First Continental Congress Being social and tribal is hardly a new behavior
Telephone and Mail facilitated Tupperware Parties We have always shared our passions
Creating for Nationwide Insurance We have evolved with technology
Part 2: Technology: The vast universe of tools that connect us
(cc) Lynette Webb, 2006 Source: Alain Thys: http://blog.futurelab.net
“ Social software   is   amplifying   our messages, creations, passions and buying habits.”
Social s software has a few categories
Most Popular US Social Software Platforms <ul><li>MySpace </li></ul>Twitter Share your status Delicious Bookmark sharing F...
Using social software,  we network for information, entertainment and freedom
What makes a digital (network) tribe ? <ul><ul><li>Young Teens – 12-17 </li></ul></ul><ul><ul><li>Youth – 18-21 </li></ul>...
How are we using social software?
Slide    |  07/31/09 It’s not viral until the audience says so
Your  tribe  used to be isolated in one  location
NYC Tweet up using Loopt We are using GPS to network
technology  facilitates global connections
Part 3: Brands: The people and brands willing to make a change.
Is Social Media The Right Answer For All Companies?
Social Media requires a CHANGE in the way we do business
Companies That Have Changed
Slide    |  Wednesday, July 1, 2009 Nokia: One of the most transparent marketers in the world
Ford: Puts the product in the hands of social media practitioners
<ul><li>Jeep Listens and Features Brand evangelists. </li></ul>Jeep Share The Experience http://www.jeep.com/en/experience...
<ul><li>Launched the new branding by listening and giving consumers a place to share their refreshing moments and ideas. <...
Pepsi  Social Gaming Rock Band <ul><li>Partnered with MTV, Pepsi uses people’s desire for notoriety for their mad Rock Ban...
Slide    |  07/31/09 Red Hat Society: they share stories and passions
they use the Web to recruit and stay connected 1.5 million members 50+ women are using: YouTube + Email + Flickr to organi...
4,330,000 images on the Web  853,000 videos on the Web
Social software helps them connect   with other women across the globe.
Iranian Elections Link to more: http://joannapenabickley.typepad.com/on/2009/06/twitter-has-many-uses-one-of-my-favorites-...
Michael Jackson Link to more: http://joannapenabickley.typepad.com/on/2009/06/on-michael-jacksons-push-to-digital.html
Part 4: Your  Brand, Your Story, Your Voice and Our Agency
Me dia: What does it mean for agencies?
Me dia: What does it mean for agencies? Create * Inspire * Facilitate  Conversations
NYC  Blog: iWunder | Sharing Our Thoughts and Work
Me dia: What’s Your Personal Brand?
 
Me dia
Come on and  practice  with me @  http://joannapenabickley.net
Practitioners worth following <ul><li>Peter Kim: http://www.beingpeterkim.com </li></ul><ul><li>David Armano: http://darma...
Glossary  of Terms http://socialmedia.wikispaces.com/A-Z+of+social+media
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Social Media 101: Discover the power of your voice

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From behavioral trends to the technology tools and the brands and people who are using social media, we invite you to become an active practitioner in this session.

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Social Media 101: Discover the power of your voice

  1. 1. Social Media:101 Discover the power of your voice Thursday, July 30, 2009
  2. 2. Goal 1: Move past the hype! Goal 2: Inspire you to try something new Goal 3: Motivate you to participate
  3. 3. <ul><li>Lets not talk about social media. </li></ul><ul><li>Be a practitioner. </li></ul>jojobickley
  4. 4. What Is Social Media? <ul><li>Social media is content, recommendations, ratings and public statements created by people using highly accessible and scalable publishing technologies. </li></ul>
  5. 5. This 101 Focuses On What Makes Media Social People: Media shifts, content and behavioral Technology: The vast universe of tools Your Brand, Your Story, Your Voice, Our Agency Brands: The people and brands willing to make a change
  6. 6. Part 1: People: Media shifts, content and behavioral
  7. 7. Our clients’ marketing model is being challenged, and CMOs can foresee a day when it will no longer work. McKinsey Quarterly, 2005, Number 2 Source: Alain Thys: http://blog.futurelab.net
  8. 8. People are free and are demanding their voices be heard. Consumers are demanding that agencies and their clients listen, learn and change.
  9. 9. <ul><li>Big Six study (US): People with DVRs watch 12% more TV, yet 90% of them ad-skip </li></ul><ul><li>78.2% of Germans are irritated by advertising, only 24% actually watch it ( GfK Marktforschung) </li></ul><ul><li>54% of US consumers avoid products and services that “overwhelm” with advertising (Yankelovich Partners) </li></ul><ul><li>85% of Chinese stop watching TV during commercial breaks. More than half change the channel, while the rest do housework, eat, chat or use the bathroom (McKinsey & Co.) </li></ul><ul><li>“ In 1965, 80% of 18-49 year-olds in the US could be reached with three 60-second TV spots. In 2002, it required 117 prime-time commercials to do the same.” (Jim Stengel, Global Marketing Officer, P&G) </li></ul><ul><li>A US hour of prime time TV carried 21 minutes of advertising; late night network shows like Leno or Letterman carry 31:27 ( TNS Media Intelligence, Q1 2006 ) </li></ul>BRANDS CONSUMERS RESPONSE Source: Alain Thys: http://blog.futurelab.net
  10. 10. 200,000,000 blogs 1.5 million residents “ When the people find that they can vote themselves money, that will herald the end of the republic.” >100,000,000 videos (65,000/day) 14,463,346 auctions Almost 4,000,000 articles (10 languages) reaches over 91 million U.S. people monthly
  11. 11. Semi-amateurs start to “play for real” NEWS MEDIA Users in millions BBC Newsline Ticker 19,550 CNN 18,600 New York Times 8,740 Drudge Report 4,210 Washington Post 3,755 Reuters Online 3,680 Guardian Unlimited 2,985 Al Jazeera 2,925 Wall Street Journal 1,995 Le Monde 990 The Huffington Post 959 The Economist 740 Daily Kos (State of the Nation) 722 Crooks and Liars (John Amato) 525 CC Chapman Boston-based blogger with 56,750/million p ieces of content Blogs vs. Mainstream News Media : Early days showing traffic growth A digital democracy has opened up the air waves to anyone with a message. Source: Alain Thys: http://blog.futurelab.net
  12. 12. The power shifted – We demand control ® Any Time - Any Place - Any Way Source: Alain Thys: http://blog.futurelab.net
  13. 13. of consumers don’t believe that companies tell the truth in advertisements” “ 76% — Yankelowich Source: Alain Thys: http://blog.futurelab.net
  14. 14. THERE IS STILL ONE TRUSTED MEDIUM LEFT IN THE WORLD MY FRIENDS – THEIR FRIENDS – AND ALL THOSE WE COLLECTIVELY RESPECT
  15. 15. Our need to connect fuels our world
  16. 16. Our connections form tribes
  17. 17. Major interests: music, sports, film, photography, literature, fashion, games, business, news, ect. Tribes come in many forms and form around many interests 774 million People Use Social Media Source: Jan. 2008 Strategy Analytics, Inc.
  18. 18. Some people are passionate about their interests
  19. 19. Slide | 07/31/09 passionate people can influence many
  20. 20. Social Media is You
  21. 21. We are social media
  22. 22. Me dia
  23. 23. First Continental Congress Being social and tribal is hardly a new behavior
  24. 24. Telephone and Mail facilitated Tupperware Parties We have always shared our passions
  25. 25. Creating for Nationwide Insurance We have evolved with technology
  26. 26. Part 2: Technology: The vast universe of tools that connect us
  27. 27. (cc) Lynette Webb, 2006 Source: Alain Thys: http://blog.futurelab.net
  28. 28. “ Social software is amplifying our messages, creations, passions and buying habits.”
  29. 29. Social s software has a few categories
  30. 30. Most Popular US Social Software Platforms <ul><li>MySpace </li></ul>Twitter Share your status Delicious Bookmark sharing Flickr Photo sharing Software Reach: Mass Media is a social networking site with user profiles, blogs, groups, photos, music Facebook is a free-access social networking website YouTube is a video-sharing website on which users can upload and share videos
  31. 31. Using social software, we network for information, entertainment and freedom
  32. 32. What makes a digital (network) tribe ? <ul><ul><li>Young Teens – 12-17 </li></ul></ul><ul><ul><li>Youth – 18-21 </li></ul></ul><ul><ul><li>Generation Y – 22-26 </li></ul></ul><ul><ul><li>Generation X – 27-40 </li></ul></ul><ul><ul><li>Young Boomers – 41-50 </li></ul></ul><ul><ul><li>Older Boomers – 51-61 </li></ul></ul><ul><ul><li>Seniors – 62+ </li></ul></ul>Demographics Psychographic profile
  33. 33. How are we using social software?
  34. 34. Slide | 07/31/09 It’s not viral until the audience says so
  35. 35. Your tribe used to be isolated in one location
  36. 36. NYC Tweet up using Loopt We are using GPS to network
  37. 37. technology facilitates global connections
  38. 38. Part 3: Brands: The people and brands willing to make a change.
  39. 39. Is Social Media The Right Answer For All Companies?
  40. 40. Social Media requires a CHANGE in the way we do business
  41. 41. Companies That Have Changed
  42. 42. Slide | Wednesday, July 1, 2009 Nokia: One of the most transparent marketers in the world
  43. 43. Ford: Puts the product in the hands of social media practitioners
  44. 44. <ul><li>Jeep Listens and Features Brand evangelists. </li></ul>Jeep Share The Experience http://www.jeep.com/en/experience/community/urban_ranger/# <ul><li>Has added a “Share with Jeep” Function to the top navigation bar </li></ul><ul><li>The “Share” home page facilitates Jeep (brand)-oriented ways to serve up information </li></ul><ul><li>Offers links to user-generated “communities” </li></ul><ul><li>Rewards content creators by featuring their content on the Jeep site. </li></ul>
  45. 45. <ul><li>Launched the new branding by listening and giving consumers a place to share their refreshing moments and ideas. </li></ul>Slide | Wednesday, July 1, 2009 Pepsi Refresh Everything
  46. 46. Pepsi Social Gaming Rock Band <ul><li>Partnered with MTV, Pepsi uses people’s desire for notoriety for their mad Rock Band skills to inspire people to create content for the brand. </li></ul>Slide | Wednesday, July 1, 2009
  47. 47. Slide | 07/31/09 Red Hat Society: they share stories and passions
  48. 48. they use the Web to recruit and stay connected 1.5 million members 50+ women are using: YouTube + Email + Flickr to organize a global movement
  49. 49. 4,330,000 images on the Web 853,000 videos on the Web
  50. 50. Social software helps them connect with other women across the globe.
  51. 51. Iranian Elections Link to more: http://joannapenabickley.typepad.com/on/2009/06/twitter-has-many-uses-one-of-my-favorites-is-when-communities-of-people-speak-out-and-call-bullshit-on-the-mainstream-media.html
  52. 52. Michael Jackson Link to more: http://joannapenabickley.typepad.com/on/2009/06/on-michael-jacksons-push-to-digital.html
  53. 53. Part 4: Your Brand, Your Story, Your Voice and Our Agency
  54. 54. Me dia: What does it mean for agencies?
  55. 55. Me dia: What does it mean for agencies? Create * Inspire * Facilitate Conversations
  56. 56. NYC Blog: iWunder | Sharing Our Thoughts and Work
  57. 57. Me dia: What’s Your Personal Brand?
  58. 59. Me dia
  59. 60. Come on and practice with me @ http://joannapenabickley.net
  60. 61. Practitioners worth following <ul><li>Peter Kim: http://www.beingpeterkim.com </li></ul><ul><li>David Armano: http://darmano.typepad.com </li></ul><ul><li>Scott Monty: http://www.scottmonty.com </li></ul><ul><li>Jeremiah Owyang: http://www.web-strategist.com/blog </li></ul><ul><li>CC Chapman: http://www.cc-chapman.com </li></ul><ul><li>David Airey: http://www.davidairey.com </li></ul><ul><li>David Berkowitz: http://www.marketersstudio.com </li></ul><ul><li>David Sable: http://weeklyramble.wunderman.com </li></ul><ul><li>Alain Thys: http://blog.futurelab.net </li></ul><ul><li>Margie Chiu: http://measurablemarketing.typepad.com </li></ul><ul><li>Joanna Peña-Bickley: http://joannapenabickley.typepad.com </li></ul>
  61. 62. Glossary of Terms http://socialmedia.wikispaces.com/A-Z+of+social+media

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