Successfully reported this slideshow.
Your SlideShare is downloading. ×

Social Media 09 - Demystifying Social Media

Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Demystifying Social Media
                                                  (in 7.5 minutes)
                             ...
SOCIAL MEDIAʼS ALL ABOUT BLOGS,
   FACEBOOK, TWITTER ETC - RIGHT?




http://www.flickr.com/photos/stabilo-boss/
 So
there’...
ITʼS TIME TO
 CONFRONT THE
 ELEPHANT IN THE
 ROOM…




Except
that
I
think
it’s
0me
to
confront
the
elephant
in
the

room
Advertisement
Advertisement
Advertisement
Advertisement
Loading in …3
×

Check these out next

1 of 21 Ad
Advertisement

More Related Content

Similar to Social Media 09 - Demystifying Social Media (20)

Recently uploaded (20)

Advertisement

Social Media 09 - Demystifying Social Media

  1. 1. Demystifying Social Media (in 7.5 minutes) Katy Lindemann Naked Communications Mashup* Social Media 09 – 12th Nov 09 I’m
going
to
try
and
demys0fy
social
media
in
record
breaking
0me
–
we’ve
got
about
10
mins
including
ques0ons,
so
ready,
set,
GO!
  2. 2. SOCIAL MEDIAʼS ALL ABOUT BLOGS, FACEBOOK, TWITTER ETC - RIGHT? http://www.flickr.com/photos/stabilo-boss/ So
there’s
a
hell
of
a
lot
of
buzz
about
social
media.
You
can’t
get
away
from
it.
Everyone’s
obsessed
with
it.
That’s
why
we’re
all
here
today.
 And
when
people
talk
about
social
media,
they
usually
mean
social
publishing
like
blogs
or
wikis,
or
social
plaJorms
like
TwiKer,
Facebook
and
 the
like.


  3. 3. ITʼS TIME TO CONFRONT THE ELEPHANT IN THE ROOM… Except
that
I
think
it’s
0me
to
confront
the
elephant
in
the
 room
  4. 4. THEREʼS NO SUCH THING AS SOCIAL MEDIA
  5. 5. IT SUGGESTS THE MEDIA - THE PLACES - ARE SOCIAL http://www.flickr.com/photos/rainofwonder/ It
suggests
the
media
–
the
places
–
are
social.
It
makes
it
all
about
the
‘where’. But
it’s
not
the
media
that
are
social.
It’s
the
ideas
and
the
behaviour
(‘what’
and
’how’).
  6. 6. WHEN REALLY ITʼS ABOUT http://www.flickr.com/photos/cayusa/ Social
ideas
are
ideas
that
get
people
talking
–
that
spark
conversa0on,
which
get
shared
and
passed
on

  7. 7. …AND SOCIAL BEHAVIOUR Most
importantly
however,
is
the
dynamic
of
social
behaviour
 I
think
it’s
worth
unpicking
what
we
mean
by
social
behaviour
in
a
bit
more
detail,
but
essen0ally
it’s
about
two‐way
behaviour,
engaging
in
a
 dialogue.
  8. 8. SOCIAL IDEAS HAVE ALWAYS BEEN ABOUT GETTING TALKED ABOUT Social
ideas
aren’t
anything
new.
It’s
what
brand
communica0on
has
always
been
about.

The
ul0mate
goal
has
always
been
to
create
a
 product,
service,
or
piece
of
communica0on
that
gets
people
talking.
It’s
about
being
talked
ABOUT. Lots
of
great
adver0sing
has
been
about
crea0ng
lots
of
buzz.
And
lots
of
really
successful
brands
are
brilliant
at
social
ideas
‐
geVng
talked
 about.
But
just
geVng
talked
about
isn’t
enough
to
be
social
  9. 9. SOCIAL BEHAVIOUR MEANS ACTUALLY JOINING THE CONVERSATION Social
behaviour
is
about
actually
joining
in 
 And
it’s
an
important
dis0nc0on.
 
 For
example,
Apple
do
a
brilliant
job
at
geVng
talked
about. 
 But
in
terms
of
their
behaviour,
they’re
incredibly
an0
social.
It’s
all
about
one
way
communica0on
They’re
happy
to
be
talked
about,
but
they
 have
zero
interest
in
engaging
in
any
kind
of
dialogue.
And
maybe
that’s
OK,
because
they’re
Apple
(although
if
any
other
brand
behaved
the
 way
Apple
did,
they’d
be
slaughtered).
But
let’s
not
confuse
being
talked
about
with
being
social. 
 And
really
that’s
what
the
fuss
about
social
is.
It’s
about
interac0on,
par0cipa0on
and
dialogue.

  10. 10. ITʼS ABOUT BEING SOCIAL NOT SOCIAL MEDIA So
let’s
stop
thinking
about
social
media.
It’s
a
really
unhelpful
term. It’s
just
about
being
social.
Social
isn’t
about
what
you
do
on
Facebook
or
TwiKer,
it’s
about
how
you
behave. So
let’s
think
a
bit
more
about
social
behaviour
–
what
does
it
actually
mean
to
be
social?
  11. 11. CONVERSATION * * THIS MEANS LISTENING AS WELL AS TALKING Tradi0onal
communica0on
was
about
brands
talking
and
people
listening.

One‐way
broadcast.
 Conversa0on
is
two‐way.
It’s
about
listening
as
well
as
talking.
Being
human
and
authen0c. People
don’t
want
to
be
“communicated
to”
–
we’d
much
prefer
to
engage
in
conversa0ons
about
the
things
that
maKer
to
us. We
want
to
be
listened
to
and
acknowledged.
We
like
to
exchange
views
and
ideas
and
values.

We
like
to
have
our
ques0ons
answered. Being
social
means
par0cipa0ng
in
all
the
above
in
equal
measure.
Be
interested
as
well
as
interes0ng.
  12. 12. SHARING People
share
stuff
they
like
with
other
people We
share
stuff
for
a
number
of
reasons.
Some0mes
it’s
simply
because
we
want
other
people
to
enjoy
something
amazing
we’ve
found,
and
 think
they’ll
like
too.
Or
it’s
something
that’s
really
important
to
us,
and
we
want
people
to
know
about
it. Some0mes
it’s
about
status
–
looking
good
because
we’ve
found
something
awesome
and
reflec0ng
in
the
glory
of
people
finding
out
about
it
 from
us. Whatever
the
mo0ve,
at
the
heart
it’s
about
great
stuff,
generosity
in
sharing
this
great
stuff,
and
feeling
good
about
sharing
it.
  13. 13. CONNECTING People
are
connec0ng
with
other
people
–
their
family
and
friends,
their
acquaintances,
and
other
likeminded
people
who
share
common
 interests
or
values For
brands,
it’s
not
about
just
trying
to
connect
with
as
many
people
as
possible.
It’s
about
meaningful
connec0ons. It
might
be
about
finding
common
interests
and
values
with
your
customers.
And
then
seeing
to
forge
a
connec0on
in
the
places
they’re
 already
spending
0me. It
might
be
about
facilita0ng
connec0ons
between
likeminded
people. But
ul0mately
it’s
about
remembering
that
rela0onships
are
based
on
reciprocal
give
and
take.

  14. 14. COLLABORATING People
are
collabora0ng
with
other
likeminded
people
to
achieve
shared
goals. Social
technologies
are
enabling
people
to
self
organise
to
come
together
to
collaborate
and
co‐create
more
easily
and
rapidly
than
ever
 before For
brands
it
might
be
about
how
you
can
help
people
achieve
their
goal It
might
be
about
opening
up
your
brand
and
invi0ng
people
to
collaborate
in
developing
your
business,
and
rewarding
them
for
doing
so The
key
thing
is
that
collabora0on
is
about
working
together
for
mutual
benefit
–
you’re
all
in
it
together
  15. 15. AND BEING SOCIAL ISNʼT JUST ABOUT MARKETING If
you
truly
put
your
customer
at
the
heart
of
your
business,
then
social
principles
shouldn’t
just
be
confined
to
the
marke0ng
department.
  16. 16. CUSTOMER SERVICE Some
of
the
most
successful
social
brands
are
using
social
communica0on
to
deliver
excep0onal
customer
service Now,
it
goes
without
saying
that
you
should
be
delivering
excep0onal
customer
service
through
every
touchpoint.
 Because
if
someone
has
a
bad
experience
and
they
decide
to
share
it
online,
it
can
spread
more
rapidly,
to
more
people,
than
ever
before. But
the
real
0me
social
web
offers
an
amazing
opportunity
to
resolve
queries.
Be
there
to
help.
Answer
people’s
ques0ons.
Go
out
and
 proac0vely
help
people.
 Everything
you
do
as
a
brand
communicates,
and
what
you
do
is
more
important
than
what
you
say
–
and
excep0onal
customer
service
is
 some
of
the
best
marke0ng
you
can’t
buy.
  17. 17. PRODUCT DEVELOPMENT People
have
a
preKy
good
idea
what
they
want
from
a
brand
or
business,
so
why
not
ask
them? This
could
be
about
product
and
service
innova0on,
business
prac0ces,
or
simply
a
small
change
to
something
you
already
do. The
social
web
enables
open
dialogue
and
communica0on,
so
use
this
to
your
advantage. Whether
this
is
knowing
that
your
customers
are
really
miffed
that
you’ve
stopped
serving
lemon
drizzle
cake
(like
Starbucks
did)
to
the
 development
of
new
products
(like
Dell
did)
or
finding
out
what
people
really
want
you
to
focus
on
(like
Barack
Obama
did),
the
possibili0es
 that
being
social
can
open
for
your
business
are
endless.
  18. 18. RELATIONSHIP BUILDING Being
social
isn’t
about
saying
something
and
running
away.
It’s
not
just
about
collec0ng
followers
that
you
can
sell
to.
 It’s
about
building
rela0onships,
having
an
ongoing
dialogue,
rewarding
people
and
giving
them
a
reason
to
want
to
spend
0me
with
you.

  19. 19. RESEARCH It
might
be
that
your
organisa0on
simply
isn’t
yet
set
up
to
ac0vely
partake
in
open
conversa0on
and
collabora0on.
If
legal
have
to
sign
off
 anything
you
say,
then
you
might
not
be
set
up
to
start
joining
the
conversa0on. But
you
can
listen.
 Listen
to
what
people
are
saying,
thinking,
feeling.
Understand
your
customer.
Understand
what
they
think
about
your
brand.
Understand
 what
they
want.
Understand
what
you’re
doing
well,
and
where
you
could
be
doing
beKer. Listening
to
the
conversa0ons
taking
place
shouldn’t
be
a
subs0tute
for
tradi0onal
research,
but
if
you’re
not
listening
to
the
conversa0on,
 you’re
missing
out.

  20. 20. AND FINALLY… BEING SOCIAL IS SOMETHING YOU DO WITH PEOPLE So
I
hope
this
has
helped
to
demys0fy
the
world
of
social. It’s
not
about
the
plaJorms
you
use,
or
how
many
followers
you
have,
or
many
views
you
got. Social’s
about
how
you
behave.
It’s
something
you
do
WITH
people
and
not
TO
people. And
if
you
can
get
that
bit
right,
you’re
well
on
your
way.
  21. 21. Thank You. Any Questions? Katy Lindemann Naked Communications email: katy_lindemann@nakedcomms.com blog: www.katylindemann.com twitter: @katylindemann

×