How Social Media Is Changing The World


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My first presentation on Social Media to students at the University of Westminster in London

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How Social Media Is Changing The World

  1. 1. How Social Media is Changing the World
  2. 2. What is Social Media? <ul><li>What is the key defining factor? </li></ul><ul><li>What is web 2.0? </li></ul>
  3. 3. Blog vs. Website <ul><li>What is the difference between a blog and a website? </li></ul>
  4. 4. Traditional Websites <ul><li>Generally static content </li></ul><ul><li>One way stream of communication </li></ul><ul><li>Technically it uses HTML, DHTML, Flash </li></ul><ul><li>More flexible but harder to manager </li></ul>
  5. 5. Blog <ul><li>Blogs were the original social media platform </li></ul><ul><li>User generated content </li></ul><ul><li>Quick and easy to update </li></ul><ul><li>No/little technical knowledge needed </li></ul><ul><li>Technically, uses XML/RSS </li></ul><ul><li>Two way communication </li></ul>
  6. 6. Fundamental Changes 62% of content consumed by people born after 1980 is created by someone they know
  7. 7. User Generated Content
  8. 8. Traditional Content Model
  9. 9. New Content Model
  10. 10. New Content Model
  11. 11. U.G. Content - Summary <ul><li>Shift in content </li></ul><ul><li>Content is influence and content attracts advertisers </li></ul><ul><li>User generated content is the new dominant form of content </li></ul>
  12. 12. Customer to Audience to Community
  13. 13. Customer to Audience <ul><li>Internet users are savvy, spoilt for choice and don’t want to be bothered by brands/ads </li></ul><ul><li>If you want to engage with them, you have to entertain them. </li></ul><ul><li>Lies & patronisation (PR speak) does not work with them because of ease access to information </li></ul>
  14. 14. Will it Blend?
  15. 15. Customer to Community
  16. 16. Customer to Community <ul><li>Active communities are a set of individuals joined by a common interest, with a meeting point to discuss these common interests </li></ul>
  17. 17. Customer to Community <ul><li>Social media creates ‘meeting points’ for users across the globe </li></ul><ul><li>People are talking about brands whether the brands get involved or not </li></ul><ul><li>The ability to join groups of shared interest creates ultra-niching </li></ul><ul><li>Creating need for Community Managers and builders </li></ul>
  18. 18. Ultra Niching <ul><li>“Your audience is more fragmented than ever before making them harder to find but easier to define”. </li></ul>
  19. 19. Ultra Niching <ul><li>Much smaller groups but many more to target (demographics no good) </li></ul><ul><li>Birth of true psychometric advertising </li></ul><ul><li>Broadcast marketing less effective </li></ul><ul><li>Forceful communications shunned </li></ul>
  20. 20. “ The Democratic Web” <ul><li>“ The reason the social web sits so well with people is that it is run democratically, a concept that all people are used to”. </li></ul>Democracy Monument, Bangkok, Thailand
  21. 21. Democratic Web <ul><li>Is the Internet is the best run democracy? </li></ul><ul><li>Voting/social filtering starting to play an important role </li></ul><ul><li>Run by the people for people </li></ul>
  22. 22. Social Filtering
  23. 23. <ul><li>Peer voting makes quality content more visible </li></ul><ul><li>Tagging/interest preferences </li></ul><ul><li>Technorati authority </li></ul><ul><li>Social bookmarking </li></ul><ul><ul><li>StumbleUpon </li></ul></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>Reddit </li></ul></ul>Social Filtering
  24. 24. How Big is Social Media? <ul><li>Over 70 million videos on Youtube </li></ul><ul><li>133 million blogs </li></ul><ul><li>346 million blog readers </li></ul><ul><li>77% of active Internet users read blogs </li></ul><ul><li>1.1 billion tweets on Twitter to date </li></ul><ul><li>700 million photos added to Facebook daily </li></ul><ul><li>150 million users on Facebook </li></ul>
  25. 25. Real life examples Zopa Ebbsfleet united Compare the Meerkat Obama Campaign
  26. 26. Zopa <ul><li>Social banking </li></ul><ul><li>Know where your money comes from </li></ul>
  27. 27. Ebbsfleet United <ul><li>Fan managed football club </li></ul><ul><li>Great example of social voting working in real life </li></ul>
  28. 28. Compare the Meerkat <ul><li>Compare the Meerkat. Aleksander has 1064 followers. Would they bother following comparethemarket? Another example of a boring brand using social media to turn customers into an audience. </li></ul><ul><li>Watch vids, compare meerkats, interact with a brand without really feeling like you are being advertised to </li></ul><ul><li>He’s even on TwitorFit! http:// </li></ul>
  29. 29. Thank You skype: jonin60seconds [email_address]
  30. 30. User power <ul><li>The influence of the consumer has multiplied through unified online voices. </li></ul><ul><li>Consumer research at your fingertips, finding the truth to claims in minute. </li></ul><ul><li>Your customer has become your community. Communities talk most when they are either very happy or very angry. </li></ul>