Social Media @20 Overview of State of Social Media


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Presentation given March 25, 2014 at Universidade Católica Portuguesa (Catholic University of Portugal)
Social Media @20
Joel Postman
Copyright Joel Postman and Socialized 2012-2014

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  • Universidade Católica Portuguesa(Catholic University of Portugal)Social Meda @20Lisbon, PortugalMarch, 2014Joel PostmanCopyright Joel Postman and Socialized 2012-2014joel.postman@gmail.comhttp://www/
  • My work experience and a few clients of Socialized
  • Universidade Católica Portuguesa(Catholic University of Portugal)Social Meda @20Lisbon, PortugalMarch, 2014Joel PostmanCopyright Joel Postman and Socialized 2012-2014joel.postman@gmail.comhttp://www/
  • Here are some tweets (updates) from Twitter on customer service. As you can see from the timestamps this is not a contiguous timeline, but the result of several searches.
  • There are several Enterprise grade tools available to help companies monitor some measures of effectiveness. Traditional web metrics are easy, like pageviews, downloads of software, number of times a video was launched.Here’s a screen shot from Radian6, a tool that monitors a number of interesting measures. This example uses cars, to see which model is mentioned most often and by who, and how influential those mentions are. Again these are still somewhat soft measures, but a step in the right direction.Radian6/Salesforce, Buzzlogicand a number of others are also interesting. It’s not the intention of this presentation to explain all the tools on the market, but just to get you thinking about these things.
  • The screen shots on this slide are from Radian6’s social media monitoring suite Social Insights. Radian6 was acquired by Information on this suite and others is at: screen shots are from Radian6’s earlier product, so the latest version may differ.
  • The screen shots on this slide are from Radian6’s social media monitoring suite Social Insights. Radian6 was acquired by Information on this suite and others is at: screen shots are from Radian6’s earlier product, so the latest version may differ.
  • Universidade Católica Portuguesa(Catholic University of Portugal)Social Meda @20Lisbon, PortugalMarch, 2014Joel PostmanCopyright Joel Postman and Socialized 2012-2014joel.postman@gmail.comhttp://www/
  • Affiliate programs are perhaps the single most insidious hidden effect on the integrity of social media and all online communications. Affiliate advertising rewards bloggers, web site owners and others for driving traffic to goods and services for sale. In some cases, affiliate programs pay members when a click results in a sale. In other cases, members are paid by the click. For example, I belong to several affiliate programs like Amazon, Barnes and Noble and Borders. If you were to go directly to Amazon and do a search to find my SocialCorp book, here is the link Amazon would use: you were to go to my blog and click the link to buy the book on Amazon, here is what you would get: “socialized-20” at the end indicates that the click to Amazon came from my blog. If you were to buy the book, I would get a commission. It doesn’t matter that I am the author. Here’s where it gets interesting. If you click the link, look at the book, decide not to buy it, but then, on the same visit to Amazon, you buy a Crank II BluRay DVD, custom wheels and a vacuum cleaner, I get commissions on all of those sales, since I was technically responsible for sending you to Amazon.This has nothing to do with me being the author of the book. Anyone can sign up to be an affiliate. Why is this a problem? Let’s say I have a book review blog, reading and recommending the latest business books, and I am an Amazon affiliate. Given that I am basically being paid by Amazon to recommend books, that is, I get a commission every time someone reads my blog and then clicks over to Amazon to buy a book I’ve recommended, how can you trust my reviews? I would have a monetary incentive to give all positive reviews. And why not add espresso machines to my reviews? And infant car seats? Affiliate programs constitute hidden financial arrangements that compromise the integrity of editorial all over the web.There are a couple of other things that happen. with affiliate programs. First, people sign up for Twitter and create blogs just to publish affiliate links under false pretenses. You might see a tweet or a blog post linking to “Five Great Ways to Grow Your Business Online” but if you click the link, you end up at a Viagra or dating site. And all of that spam you’re getting? The majority is intended to generate clicks on affiliate links. I would guess that affiliate advertising is the number one source of spam, followed by identity theft and mischief making. I am not sure why people aren’t angry about affiliate advertising and the mess it makes, or why the FTC hasn’t cracked down here.
  • Now in Blogs, Product Placement, New York Times, June 13Thus far, the commission has focused on marketers, Ms. Engle said, though it could also pursue individual bloggers under the law. (There is no investigation in the Absolut vodka case so far.) A promotion in January by Ann Taylor Loft — submit a blog post about the summer 2010 collection and receive a gift of up to $500 — was the first to be investigated by the commission. While no action was taken, marketers viewed the case as a shot across the bow.
  • This tweet appears to be from an individual Twitter account. It actually goes to the DISH Network home page shown in the next slide (and not a page where a user can view the so-called “astronaut commercials.”) This is either a DISH Network employee or an affiliate marketer. The shortened URL is also a problem for consumers since it masks the domainof the destination site. This undisclosed advertisement is probably in violation of FTC endorsement rules.
  • Yelp has constantly eroded its position as the hyperlocal source for user-generated reviews. The company has hired professional writers to generate reviews, but worse still is the announcement in February, 2010, that the company was the target of a class action suit for alleged extortion in a scheme where it offered to suppress poor reviews for businesses who paid a $300 monthly fee. When something is no longer what it says it is, consumers move on. These kinds of mistakes reduce brand equity, and ultimately cost the company far more real dollars than they earned from being devious.
  • July, 2007:“The Securities and Exchange Commission has reportedly begun an informal inquiry into the Internet message board postings of Whole Foods Market. The online version of The Wall Street Journal reported late Friday that regulators will likely examine whether Web comments by Mackey during an eight-year stint of posting company-cheering entries under a pseudonym had contradicted official Whole Foods statements. The SEC also will likely look at whether Mackey selectively disclosed material corporate information in violation of securities laws, the Journal said. In a Whole Foods blog post following the disclosure by the Federal Trade Commission of Mackey’s Web writings, the CEO said he never revealed any ‘proprietary’ information about the company.”(Original source unknown, but portions from The Wall Street Journal)Mackey subsequently apologized:''I sincerely apologize to all Whole Foods Market stakeholders for my error in judgment in anonymously participating on online financial message boards,'' Mr. Mackey said Tuesday in a statement. ''I am very sorry and I ask our stakeholders to please forgive me.''Whole Foods Market said Tuesday that federal regulators and its own board were investigating online postings by the chief executive, who apologized for his actions. The chairman and chief executive, John P. Mackey, using the name ''Rahodeb,'' boasted about Whole Foods and attacked its rival Wild Oats Markets on Internet sites. Some of Mr. Mackey's postings from 1999 to 2006 claimed that Wild Oats was overvalued and poorly run. This year, Whole Foods announced it would buy its rival for about $565 million, but federal antitrust regulators won an injunction temporarily blocking the deal.Whole Foods said it had been contacted late Monday by staff members of the Securities and Exchange Commission. The company said it planned to cooperate with the investigation.The company also said its board formed a special committee to investigate Mr. Mackey's postings. the company’s CFO and legal team pressured him to do so. He was not, on a personal or professional level, apologetic, instead defending his actions on the basis of First Amendment rights. Anyone who has taken (and passed) high school civics knows that the First Amendment is not absolute or universal. You can’t lie in advertising. You can’t lie if you’re sworn in in a court proceeding. And you can’t lie (in any clever way) about your position and financial interest in a company. He also claimed that it was standard Internet behavior to use a pseudonym online, but that just doesn’t apply to the CEO of a publicly held company making material statements about the company, and about a competitor, Wild Oats, that Whole Foods was in the midst of acquiring.Someone, again, probably his legal team, took away his blogging rights for close to a year, but as soon as he could blog again, he began complaining that he should have had more freedom of speech. If I was CMO of the company, John Mackey would never have been allowed to blog again, or to launch a browser. This is a case where the CEO of a brand highly respected and beloved by some consumers, lost some of its allure and I would speculate, some of its market cap.
  • The English common law understood something of commerce, but did not anticipate the complexities of the modern, publicly traded corporation with its responsibilities to shareholders, employees and regulators. As corporate law evolved, the law often gave corporations “personhood,” that is, bestowed upon corporations human attributes and behaviors as a way of understanding and regulating them.Joel Bakan, in the book and movie The Corporation, maintains that corporations are people, but their behavior is psychopathic. This may a bit extreme in the typical corporation, but it helps to understand why corporations, and the people in them, behave they way they do.At the top, the corporation is driven by revenue, growth and profitability. These are the things Wall Street wants. Senior executives are measured, compensated and sometimes fired on the basis of these measures.Amongst the rank and file, the typical managers and individual contributors, performance management, the process of ranking all employees based on their performance and value to the company, drives similar behaviors.If an employee, for example, runs one of the company’s advertising programs, he/she might hear of a new method for improving the number of consumers who respond to an ad. The employee will be driven by the need to meet the goals of the performance management plan, and not primarily by ethical considerations. After all, employees who don’t measure up, will not be considered for raises and promotions, may be the first selected when there is a layoff, and may find themselves “managed out” of the company. Ultimately, people may be faced with decisions that require choosing between ethical behavior and behavior that will go toward helping them stay employed (feed, house and clothe their family).And in most corporations, there is no incentive for ethical behavior.
  • The European Union’s Unfair Commercial Practices Directive enacted in May, 2004, already bars companies from “falsely claiming or creating the impression that the trader is not acting for purposes relating to his trade, business, craft or profession, or falsely representing oneself as a consumer” which could certainly seem to cover and other social media sins. EU regulations affect all companies doing business in the EU, regardless of the location of the company’s headquarters.
  • Here are a few privacy and ethics resources that I have found useful.
  • • Understand the MediumSocial media is unique in online marketing. Unlike the static web site, a blog or community allows users to create content. Commenting capability allows online “conversations” but can sometimes degrade into schoolyard name-calling. Certain sites use private data to provide enhanced services. The etiquette in the social media/social networking world is complex. In order to design effective social media programs, it is critical to know as much as possible about the medium.• Respect PrivacyUnderlying social media is the ability to share personal data and to use it to find others with similar interests, professions, backgrounds, etc. Users trust companies and organizations to only use their data in ways in which they have been fully informed and have approved. Facebook in particular continues to make mistakes in the administration of its privacy policies, resulting in a loss of consumer trust.• Identify YourselfLet people know your name and company name in your social media activities. Include this information in your Twitter profile and on your Facebook page, YouTube channel, etc., so that they know you represent the company, and they know who you are, so that you are personally identifiable and accountable.• Tell the TruthThere is no percentage in lying. The truth is out there. People respect organizations that tell the truth, even when it’s not flattering, and by contrast, they dislike companies that get caught being deceptive. Failing to tell the truth can damage a company’s reputation and create a scandal that lives on much longer than the sting of having to tell an uncomfortable truth. And being untruthful can be illegal, exposing the company to possible monetary penalties.• Disclose AffiliationsThere’s nothing wrong with earning money as an affiliate marketer (getting paid to refer people to another company’s web site, for example), or by being paid to endorse a company or its products and services. That’s a part of how business is done. It is wrong, however, to do so online without disclosing your relationship with another company. It’s also prohibited by the FTC endorsement rules mentioned earlier in the presentation, and could result in a fine as high as $11,000.• Protect ReputationsIt is important for a company to behave in a way that protects its reputation. This means that the company must conduct itself honestly, ethically, legally, and with the best interests of its customers, employees, shareholders, and the environment in mind. Any social media communications or initiative should be conducted with this in mind. Ask yourself, does this have the potential to harm our reputation? The reputation of our customers? Our business partners? Consider these things before you communicate. Once an initiative has turned into a problem, it is impossible to maintain a company’s reputation after the fact, and companies that do conduct themselves appropriately, need never try to spin the story when they are caught behaving in an inappropriate way.I attend a regular lunch of veteran corporate communicators and PR people. We were sharing ethics case studies and all agreed that the last thing we would ever want is for one of our companies/clients to become a business school case study. Don’t let it happen to your organization either.• Do the Right ThingThe best time to deal with ethical concerns is when a social media program is in its formative stage. If you’re developing a social media program or plan, check it thoroughly for possible ethical situations. Is it legal? Does it comply with company policy? Is it fair to consumers? Does it involve something new, like the use of a new kind of technology, that might require additional insight from corporate counsel? Don’t let inappropriate strategies and marketing techniques creep into your plan. When they are kept out at the beginning, it reduces the messes that will have to be cleaned up later.• Be KindBe nice to people in all of your online interactions. It’s just as easy to be kind as to be arrogant or mean-spirited. Recognize that people are entitled to opposing points-of-view. Extend and extra courtesy. Spend a little more time than needed providing customer service. Replace something no longer in warranty. Listen to consumers. Don’t slam competitors. Make the world a better place. It’s not only a good thing to do for the world, it’s good for your brand. People will see you do this, as they have seen other leading companies who truly understand social media, and they will gain affinity for your company. Many of them will purchase from you, and recommend you to friends.• Know and Follow the LawKnow and follow online marketing law, particularly that set by the FTC and COPPA. To not do so exposes the company to legal risk, and reputational risk, and of course any initiative built on a faulty legal foundation will be a failure.Another reason to know the law is so that when you take a stand, you are doing so from a position of knowledge and power. Ethics is a difficult subject with many interpretations, but to some people, the law is more exact. When urging others to behave ethically, knowing applicable law may be the strongest persuader you have.• Take a StandWe’re still in the early days of social media, so some of the people in your company designing social media programs may not be fully informed when it comes to social media ethics and law. If you hear something that bothers you, or something you jus know is illegal or unethical, you may be the only gatekeeper preventing the company from embarking on poorly conceived venture. You may have to speak up. Speaking up isn’t confrontational. You don’t have to mention your concerns in front of a large group, and don’t assume the role of social media ethics champion. But you could take someone aside or give them a call and let them know your concerns and suggest they look into the issue. You could offer to document your concerns. And if it’s important enough, you might have to go up the chain of command to be heard. 
  • Universidade Católica Portuguesa(Catholic University of Portugal)Social Meda @20Lisbon, PortugalMarch, 2014Joel PostmanCopyright Joel Postman and Socialized 2012-2014joel.postman@gmail.comhttp://www/
  • It was not that long ago that communications was highly prescriptive – academics created rules, such as dictionaries and other reference books, that defined language, and people who spoke the language “properly” followed the rules. The people in this picture did not have to worry about hearing a word or phrase they did not understand. There was no mixing here of personal and professional life, young and old, formal and informal, etc. There was one lexicon for every situation. Etiquette, custom, rules and laws prescribed it.My friend Garr Reynolds, who wrote Presentation Zen, and has an excellent blog on the subject, told me about TPO -- Time, Place and Occasion – a concept popular among the Japanese, which simply says that communications should be tailored to time, place and occasion.On the electronic commons of the internet, time, place and occasion have been forgotten. We exist alongside our friends, parents, children, co-workers, employees, supervisors, judges, juries, customer, clients, competitors, etc. In the past, we moved between physical spaces -- the car, the classroom, the office -- which gave us cues that our terminology, style of language, and even pronunciation needed to be adjusted for each new audience and situation. These physical spaces are gone now, and as we move effortlessly between roles and circles of acquaintances, we sometimes forget to change our communications style.Language is also descriptive, that is, it is dictated not entirely by books and rules but also by daily usage. What is happening on social networks is that new words and expressions are coming into use too quickly, disrupting established orders and causing confusion. The student speaks one language. The teacher speaks another. Yet they exist in the same time and space, a social network for instance, communicating in two partially incompatible languages.
  • It’s easy to say “I speak like everyone else I know. If some people can’t get used to it, that’s their problem.” Unfortunately, a failure to adapt communications to TPO can be costly. I was interviewed by Canadian Press on the subject of the deterioration of language skills among college students caused by social networking. While I couldn’t see a direct cause and effect, I do see problems. Recruiters for example do not like emoticons (smiley faces) and may reject potential candidates who use them.Professors are seeing text abbreviations like L8R and emoticons in term papers, thesis papers and other places they don’t belong. Hiring managers are seeing them in resumes and cover letters. It is only a matter of time before they appear in legal briefs and medical procedures. Without debating whether it should be OK to use these informal communications methods, it is a fact that doing so can be a disadvantage in our career and academic lives.
  • FINRA, which is similar to the SEC, but regulates financial professionals with fund holdings of under $30M, has told its members to stop using social networks “at home” because their use is too hard to distinguish from business use, and investors/consumers may be confused by what they hear from financial advisors in various forums. Many professionals are now trying to understand the invisible and often indiscernible borders between their professional communications and their personal ones. If a financial planner is at home using her personal Facebook account, and she posts something related to an investment, is she held to the same standards as she would be when emailing a client from the office? At what point does an attorney chatting on an online forum enter into attorney/client privilege? Or does he? People have lost context, and time, place and occasion are meaningless as all places are one.
  • Privacy is an issue that overlaps the language issue. Not only do we have language incompatibilities, but our language is now highly visible to people who might judge us because of it. As McLuhan says, publication, on a social network, is self-invasion of privacy. Whatever we post online might be seen by employers, potential mates, employees, credit agencies, clients, etc.McLuhan clearly foresaw the whole phenomenon of blogging, Twitter and Facebook status updates. Whenever we publish details about our selves, we have affirmatively decided to invade our own privacy. How much information is too much? Location-based services like Foursquare and Rally (which I use regularly) are fun, and useful, but are we giving away too many personal details? Must we give up our privacy?The merger of our personal and business lives in a single social networking “presence” has its problems, too. Is it really smart to let current and future employers know about a drunken beach party or a bailout from a Mexican jail? More and more we are living our lives out in the open, on the public web, and this has its consequences. It also limits the degree to which we can protest about invasions of privacy.
  • “To (students), Facebook and the like occupy some weird twilight zone between public and private information, rather like a diary left on the kitchen table.”This is, of course, wrong.Facebook updates (this varies with privacy settings) are easily seen by friends, parents, educators and perhaps more importantly, law enforcement and potential employers. So no analogy other than “sending a full written report to the agency of your choice” really works here. Any other is clever, and perhaps stimulates conversation, but can lead to some serious online faux pas.
  • Google +1 button is used 5 billion times per day250 million photos are uploaded to Facebook every day175 million tweets575 likes and 81 comments by Instagram users every secondPinterest over 80% of pins are re-pins
  • Later, the AP said the hack attack “came after hackers made repeated attempts to steal the passwords of AP journalists.”The market quickly recouped its losses after the hacking was confirmed.The shadowy Syrian Electronic Army, which backs that country’s brutal dictator and has been waging a cyber war against his opponents, claimed credit for the sick prank.“Ops! @AP get owned by Syrian Electronic Army!” the group tweeted to claim responsibility.Read more:
  • The benchmark S&P 500 index also fell nearly 1pc in the space of three minutes as the tweet hit the markets. With the S&P valued at roughly $14.6 trillion at the moment of the false tweet, that three-minute plunge briefly wiped out $136.5bn (£92.2bn) of the index's value, according to Reuters. “Breaking: Two Explosions in the White House and Barack Obama is injured,” said the fake “alert” from one of America’s most trusted news sources, briefly fooling some news outlets and sending the Dow Jones plunging 145 points in the space of two minutes — or 1pc.
  • TMZ tweets imminent death, “last rites” for lilwayneLil Wayne and management company report he’s OKLil Wayne soars on Social 50, highest rating since October, 2012
  • A reporter from Alex Jones’ website found himself being verbally destroyed by a resident on the streets of Boston over claims that the recent bombings had been the result of a so-called “false flag” operation carried out by the U.S. government. (Staged by the FBI)In the YouTube video posted on Friday, a man can be heard tearing into reporter Dan Bidondi over “right wing conspiracy theories.”
  • Universidade Católica Portuguesa(Catholic University of Portugal)Social Meda @20Lisbon, PortugalMarch, 2014Joel PostmanCopyright Joel Postman and Socialized 2012-2014joel.postman@gmail.comhttp://www/
  • Social Media @20 Overview of State of Social Media

    1. 1. social media@20 Universidade lica Portuguesa Formação Avançada em Media Sociais March 25, 2014 Joel Postman Copyright 2012 – 2014, Joel Postman & Socialized PR
    2. 2. Copyright 2012 – 2014, Joel Postman & Socialized PR
    3. 3. brand:redefined social media and the ever-changing notion of a brand Copyright 2012 – 2014, Joel Postman & Socialized PR
    4. 4. brand: 1100 a.d. noun ˈbrand Middle English, torch, sword, from Old English; akin to Old English bærnan to burn. First Known Use: before 12th century Copyright 2012 – 2014, Joel Postman & Socialized PR
    5. 5. brand: 1840s (industrial revolution) noun ˈbrand a. A trademark or distinctive name identifying a product or a manufacturer. b. A product line so identified: a popular brand of soap.Manet's Bar at the Folies-Bergere, 1882 Bass Ale: First U.K. trademark, 1876, possibly first in the world Copyright 2012 – 2014, Joel Postman & Socialized PR
    6. 6. brand: 1980s (david ogilvy) noun ˈbrand The intangible sum of a product's attributes: its name, packaging, and price, its history, its reputation, and the way it's advertised. Copyright 2012 – 2014, Joel Postman & Socialized PR
    7. 7. brand: 2008 (joel postman) noun ˈbrand our experiences with a company’s products, services, employees and customers, and the way they shape our perceptions of the company. Copyright 2012 – 2014, Joel Postman & Socialized PR
    8. 8. the experience is the marketing • Differentiates companies and products • Increases customer value and loyalty • 1998! Copyright 2012 – 2014, Joel Postman & Socialized PR Commodity Goods Service Experience Undifferentiated products Distinctive tangible things Activities people preform Feelings customers get by engaging
    9. 9. discussion: what brands matter to you? Copyright 2012 – 2014, Joel Postman & Socialized PR
    10. 10. brands & markets are conversations • Markets are conversations • Market is a noun, not a verb • Markets consist of people, not demographic sectors Cluetrain Manifesto, 1999 Copyright 2012 – 2014, Joel Postman & Socialized PR
    11. 11. the age of social narcissism Consumers are over having conversations with brands. They want brands to shut up and listen. The rise of the selfie tells you everything you need to know about consumer state of mind. Copyright 2012 – 2014, Joel Postman & Socialized PR
    12. 12. listening to your brand Copyright 2012 – 2014, Joel Postman & Socialized PR
    13. 13. reputation noun reputation The aggregate of public perceptions of a company's social, political, ethical and business behavior, and how people engage with the company based on these perceptions. Copyright 2012 – 2014, Joel Postman & Socialized PR
    14. 14. consumersentiment Copyright 2012 – 2014, Joel Postman & Socialized PR
    15. 15. Copyright 2012 – 2014, Joel Postman & Socialized PR
    16. 16. Copyright 2012 – 2014, Joel Postman & Socialized PR
    17. 17. Copyright 2012 – 2014, Joel Postman & Socialized PR
    18. 18. influence the power to affect persons or events. a cognitive factor that tends to have an effect on what you do. Copyright 2012 – 2014, Joel Postman & Socialized PR
    19. 19. metcalfe’s law the value of a network is proportional to the square of the number of connected users (n2) Copyright 2012 – 2014, Joel Postman & Socialized PR
    20. 20. measuring a person’s influence • Klout measures influence by measuring clicks, tweets, & comments • Marketers attempt to connect online conversations to offline buying behavior – True Reach: How many people you influence – Amplification: How much you influence them – Network Impact: The influence of your network Copyright 2012 – 2014, Joel Postman & Socialized PR
    21. 21. klout: how meaningful? Copyright 2012 – 2014, Joel Postman & Socialized PR
    22. 22. not very • Twitter poll to determine who is more influential • Joe Fernandez (founder of Klout) 4,832 Tweets Following 654 Followers 8,098 Listed 792 • Evan Williams (founder of Twitter) 6,333 Tweets Following 1,346 Followers 1,395,276 Listed 17,337 Copyright 2012 – 2014, Joel Postman & Socialized PR
    23. 23. my klout score: 14 point increase in two years Copyright 2012 – 2014, Joel Postman & Socialized PR
    24. 24. kred Copyright 2012 – 2014, Joel Postman & Socialized PR
    25. 25. peer index Copyright 2012 – 2014, Joel Postman & Socialized PR
    26. 26. summary • Consumers have converged with the brand • Use dictionary definitions for influence • Influence is difficult to measure • The conversation continues, with or without your company Copyright 2012 – 2014, Joel Postman & Socialized PR
    27. 27. connecting social media with business objectives Copyright 2012 – 2014, Joel Postman & Socialized PR
    28. 28. business > communications > social media business & communications goals drive social media strategy/tactics business • grow revenue • grow existing markets and enter new ones • acquire customers • grow brand equity communications • communicate strategy • persuade influencers • improve reputation social media • shares • comments • likes • Retweets • generate leads • generate traffic Copyright 2012 – 2014, Joel Postman & Socialized PR
    29. 29. what is our social media strategy?what is our microsoft word strategy? Copyright 2012 – 2014, Joel Postman & Socialized PR
    30. 30. Authenticity Transparency Immediacy Participation Connection Sharing six valuable attributes of social media Copyright 2012 – 2014, Joel Postman & Socialized PR
    31. 31. social media marketing sales cycle Awareness ✔ ✔ ✔ Consideration ✔ ✔ Preference ✔ ✔ Purchase ✔ Loyalty ✔ ✔ ✔ Copyright 2012 – 2014, Joel Postman & Socialized PR
    32. 32. discussion: has social media influenced you to make a purchase? Copyright 2012 – 2014, Joel Postman & Socialized PR
    33. 33. some current trends Copyright 2012 – 2014, Joel Postman & Socialized PR
    34. 34. social media site growth Copyright 2012 – 2014, Joel Postman & Socialized PR Pew Internet Trust, 2013 Social Media Update Five major sites all continue to grow. Pinterest and Instagram growing faster than Facebook
    35. 35. Copyright 2012 – 2014, Joel Postman & Socialized PR facebook buys whatsapp Cross-platform mobile messaging app which allows users to exchange messages without having to pay for SMS More than 450 million people are using the service monthly 70% of them are active on any given day More than 1 million new users are registering to use it every day WhatsApp messaging volume is approaching the entire worldwide SMS messaging volume of mobile carriers.
    36. 36. active monthly users Copyright 2012 – 2014, Joel Postman & Socialized PR
    37. 37. social media worth watching Copyright 2012 – 2014, Joel Postman & Socialized PR Google+ continues to gain momentum Second highest number of active monthly users (300- 500 million). 1.5B photos uploaded weekly Surpasses Twitter ‘s 218 million active users? Hangouts popular: photos, free video calls, emoji Launched Jan. 2013. In April, most downloaded app in the U.S. from the Apple App Store Six-second video publishing One million users in three months. Now 13 million users (as of Sept. 2013) Pronounced "IM-uh-jur." host for shared photos on meme- friendly sites 120 million unique monthly viewers click 4.5 billion different pages every month. That translates to 1.4 billion individual images getting looked at every day.
    38. 38. effective social media campaigns Copyright 2012 – 2014, Joel Postman & Socialized PR
    39. 39. coke zero sweater generator Copyright 2012 – 2014, Joel Postman & Socialized PR 100 best sweaters sent to winners 18,000 sweaters in first 36 hours
    40. 40. make-a-wish foundation bat kid #sfbatkid 600K tweets, 1.7B Twitter impressions in 10 days 20,000 live attendees
    41. 41. carrie movie telekinetic coffee shop surprise Copyright 2012 – 2014, Joel Postman & Socialized PR Adaptation of Stephen King classic film Nearly 55 million views to date
    42. 42. oreo cookies 2013 superbowl tweet Copyright 2012 – 2014, Joel Postman & Socialized PR Power failure causes 34-minute game delay Generated 15,000 retweets and 20,000 likes on Facebook within minutes
    43. 43. arby’s grammys tweet Copyright 2012 – 2014, Joel Postman & Socialized PR >80,000 retweets, nearly 49,000 favorites – one tweet! Other brands tweeted approval
    44. 44. cancer research uk #nomakeupselfie Copyright 2012 – 2014, Joel Postman & Socialized PR CRUK raises over £2 million and counting Text BEAT to 70099 826,000 likes on Facebook Celebrities joined in Driven by Ellen’s Oscar night selfie?
    45. 45. tap portugal love will be in the air Copyright 2012 – 2014, Joel Postman & Socialized PR Valentine’s Day 2013 Challenged fans to send an original love declaration through a dedicated Facebook app Valentine’s Day, TAP printed postcards and gave them to all passengers . The airline videotaped passenger reaction and posted the video 111 love declarations (one week, without offering anything or explaining why TAP wanted these declarations) 133,619 people reached on Facebook
    46. 46. tap portugal message to national football team Copyright 2012 – 2014, Joel Postman & Socialized PR In the Euro 2012, Portugal was eliminated in the quarterfinals and the country mourned the defeat of the National Team When the team returned home on a TAP plane, airline challenged fans to send messages of support to be read to the team on board In 30 minutes, TAP received a hundred messages that were sent to the crew and then read to the team The team wrote a message, signed by all the players, which TAP published on its Facebook page. On that day TAP added a thousand fans through the organic share of the post that included the message, which had 6.500 likes, more than 2.000 shares and reached more than 160.000 people
    47. 47. kern and sohn scales gnome experiment Copyright 2012 – 2014, Joel Postman & Socialized PR Sent Gnome kits to scientists and social media leaders Gnomes seen everywhere including South Pole Within two days the story reached over 355 million people in 152 countries Company moved to #1 on Google search engine results for precision scales
    48. 48. lay’s do us a flavor Copyright 2012 – 2014, Joel Postman & Socialized PR 2012 launch, offered $1 million to the winner (or 1% of the 2013 net sales for the winning product 3.8 million people, 14 countries submitted flavor ideas 955 million organic Facebook impressions and 1.26 billion PR impressions, boosting sales by 12% Renewed campaign in 2013
    49. 49. water is life #firstworldproblems Copyright 2012 – 2014, Joel Postman & Socialized PR Hijacked ‘#firstworldproblems’ meme Video generated over 1 million views in first four days Campaign resulted in commitments for 1 million days of clean water
    50. 50. esurance save 30 Copyright 2012 – 2014, Joel Postman & Socialized PR eSurance gives up spot during Super Bowl, promises to give away $1.5 million savings Contestants use hashtag #EsuranceSave30 5.4 million uses of the hashtag More than 200,000 entries within the first minute of the Esurance commercial airing 2.6 billion social impressions on Twitter 332,000 views of the Esurance commercial on YouTube 261,000 new followers on the Esurance Twitter account—an increase of nearly 3,000 percent A 12x spike in visits to the Esurance website in the first hours of the sweepstakes
    51. 51. jc penney: drunken tweets? Copyright 2012 – 2014, Joel Postman & Socialized PR
    52. 52. itv football gets yellow card Copyright 2012 – 2014, Joel Postman & Socialized PR
    53. 53. baskin robbins seamless social media Baskin Robbins’ virtual destination Copyright 2012 – 2014, Joel Postman & Socialized PR
    54. 54. coca-cola face look Copyright 2012 – 2014, Joel Postman & Socialized PR Campaign in Israel using Facebook face recognition technology Users log in to any of the machines that Coke placed around theme parks using their face as ID, and then use Facebook profile to engage in the real world IoT
    55. 55. summary: effective social media • Consumers and “the brand” converge • Honest and authentic • The best campaigns use multiple channels • Unique content/access • Rewards • Delivers business and social results Copyright 2012 – 2014, Joel Postman & Socialized PR
    56. 56. companies need to behave
    57. 57. who is selling what to whom?
    58. 58. kenneth cole 3 february, 2011
    59. 59. “deleted” tweets
    60. 60. will blog for booze “I thought of my post as a piece of writing, and they sent me a bottle of vodka.” Louise Crawford, Absolut Blogger
    61. 61. chipping away at trust and brand equity
    62. 62. • Confessed to leaving anonymous comments in Yahoo finance forums in alleged attempt to devalue Wild Oats; investigated by SEC and FTC • No posts between July 2007 and May 2008 • “I could participate in the community as just another unknown participant on equal terms with every other participant.” (explaining anonymous postings) • Weak “apologies” invoking first amendment rights John Mackey - CEO of Whole Foods eroding trust © 2010 Joel Postman & Socialized
    63. 63. discussion: do you have a favorite social media campaign? Copyright 2012 – 2014, Joel Postman & Socialized PR
    64. 64. why do companies behave badly?
    65. 65. By law, the corporation is granted “personhood.” But what if that person is a psychopath? WHO Characteristics of a Psychopath • Callous unconcern for the feelings of others • Reckless disregard for the safety of others • Incapacity to maintain enduring relationships • Deceitfulness; repeated lying and conning others for profit • Incapacity to experience guilt • Failure to conform to social norms with respect to lawful behaviors.
    66. 66. root cause: performance management • 20 – 70 – 10 rule • reward top performers • retain “vital 70” • manage out “bottom 10” • measure performance Jack Welch Chairman and CEO of General Electric 1981 to 2001
    67. 67. discussion: do you work at a company where you are encouraged to behave ethically? Copyright 2012 – 2014, Joel Postman & Socialized PR
    68. 68. social media regulation
    69. 69. ftc 2009/2013 blog endorsement rules • Addresses bloggers who have relationships with advertisers • The Federal Trade Commission recognizes “the „near-endless‟ variety of possible relationships between bloggers and the companies about whose products they blog.” • Also covers celebrity endorsements • Proximity, prominence and understandable language (not a hashtag) • 2013 update, titled “.com Disclosures,” supplements their 2009 Testimonials & Endorsement Report October, 2009,
    70. 70. The European Union’s Unfair Commercial Practices Directive bars companies from “falsely claiming or creating the impression that the trader is not acting for purposes relating to his trade, business, craft or profession, or falsely representing oneself as a consumer” eu recognized astroturfing 10 years ago
    71. 71. • The right to be forgotten, article 17 of the Data Protection Regulation, has been developed by the EU justice commissioner's office primarily in response to complaints about the way social media, such as Facebook, retain and handle information • Britain opting out? • Who is responsible? eu “right to be forgotten” [erasure] October, 2013
    72. 72. ethics & privacy resources • Childrens‟ Online Privacy Protection Act (COPPA), protects children under 13 • Word of Mouth Marketing Association (WOMMA) Code of Ethics • Electronic Frontier Foundation (EFF) • Electronic Privacy Information Center (EPIC)
    73. 73. • Understand the Medium • Respect Privacy • Identify Yourself • Tell the Truth • Disclose Affiliations • Protect Reputations • Do the Right Thing • Be Kind • Know and Follow the Law • Take a Stand
    74. 74. the social media collision Copyright 2012 – 2014, Joel Postman & Socialized PR Social media is troubled by the constant collision of traditional and new communications
    75. 75. Time, place and occasion don’t exist on the electronic commons Copyright 2011-2013, Joel Postman & Socialized
    76. 76. conversation or publication? • Between you and a friend • No permanent record • Personal signals add nuance • Negotiated conversation clears up misunderstanding • Not governed by law (in most cases) • Visible to millions • Possibly indelible • No nuance • Lack of context and clarification leads to confusion • May have legal implications Copyright 2011-2013, Joel Postman & Socialized
    77. 77. • 35% of employers have found content on social networking sites that caused them not to hire the candidate. • Reasons cited for not hiring include provocative photos (53%), alcohol or drug related content (44%), and badmouthing a previous employer (35%). • 14% rejected candidates who used emoticons :-( • 29% use Facebook, 26% LinkedIn and 21% MySpace. Harris Interactive/CareerBuilder poll, Aug. 19, 2009 authenticity and transparency could cost you Copyright 2011-2013, Joel Postman & Socialized
    78. 78. • Similar to NASDAQ, regulates certain financial service providers, brokers, financial planners, fund managers • January “compliance notice” NTM 10-06 regulates “dynamic communications” like Twitter and Facebook and “static communications” like blogs and advertising • Calls for content to be pre-reviewed and archived, harder with dynamic communications “the current state of technology makes it hard to keep personal uses of networks like LinkedIn and Twitter separate from business uses.” Joseph Price Finra senior vice president Copyright 2011-2013, Joel Postman & Socialized
    79. 79. Publication is self- invasion of privacy. Marshall McLuhan Copyright 2011-2013, Joel Postman & Socialized
    80. 80. “To (students), Facebook and the like occupy some weird twilight zone between public and private information, rather like a diary left on the kitchen table.” Randy Cohen, Ethicist, New York Times Copyright 2011-2013, Joel Postman & Socialized
    81. 81. the global collapse of information integrity © 2013 - 2014Joel Postman & Socialized
    82. 82. There is an inverse relationship between the value of information and the ease with which it is created and distributed. There are forces at work driving a global decline in the value of information. © 2013 - 2014Joel Postman & Socialized
    83. 83. the myth of participation only 1% of people actually create; 90% are passive. © 2013 - 2014Joel Postman & Socialized
    84. 84. circles of concern and control Copyright 2012 – 2014, Joel Postman & Socialized PR Graphic by James Clear.
    85. 85. content swirl: we’ve made it too easy © 2013 - 2014Joel Postman & Socialized
    86. 86. 2.7B LIKES PER DAY 5B +1 PER DAY 575 LIKES PER SECOND >80% OF PINS ARE REPINS 53% OF USERS NEVER UPDATE clicking, liking, sharing, creating nothing© 2013 – 2014 Joel Postman & Socialized
    87. 87. © 2013 - 2014Joel Postman & Socialized terminal content velocity
    88. 88. discussion: are you a content creator? Copyright 2012 – 2014, Joel Postman & Socialized PR
    89. 89. declining trust in online information © 2013 - 2014Joel Postman & Socialized
    90. 90. ap hacked: reports white house explosion © 2013 - 2014Joel Postman & Socialized
    91. 91. minutes later, market plunges, recovers Within three minutes, Dow Jones dropped 145 points (about 1%) and S&P 500 index also fell nearly 1pc briefly wiping out $136.5bn of the index's value, according to Reuters. © 2013 - 2014Joel Postman & Socialized
    92. 92. tmz reports lil wayne’s pending demise © 2013 - 2014Joel Postman & Socialized
    93. 93. tmz & lil wayne aftermath is mixed © 2013 - 2014Joel Postman & Socialized
    94. 94. commercial agenda clouds the waters © 2013 - 2014Joel Postman & Socialized
    95. 95. you won’t believe what happened next Copyright 2012 – 2014, Joel Postman & Socialized PR 87 million unique visitors in November 2013. (More than the New York Times) "We write at least 25 of them for each post. We test them rigorously." Clickbait: Overselling content with outrageous headlines in order to get people onto a website
    96. 96. native advertising Copyright 2012 – 2014, Joel Postman & Socialized PR an online advertising method in which the advertiser attempts to gain attention by providing content in the context of the user's experience.
    97. 97. contextual advertising Copyright 2012 – 2014, Joel Postman & Socialized PR
    98. 98. slacktivism Doing good with little or no effort on the part of the person inspired to participate, through…forwarding, exhorting, collecting, or e-signing. Snopes, origin unknown • Status update copy-and-paste • Likes • Avatar modifications • Authentication issues • Highlighted by spurious campaign for National Society for the Prevention of Cruelty to Children
    99. 99. © 2013 - 2014Joel Postman & Socialized
    100. 100. discussion: do you trust what you read in social media (such as facebook and twitter)? Copyright 2012 – 2014, Joel Postman & Socialized PR
    101. 101. ever changing definition of journalism © 2013 - 2014Joel Postman & Socialized
    102. 102. © 2013 - 2014Joel Postman & Socialized
    103. 103. man on the street theater © 2013 - 2014Joel Postman & Socialized
    104. 104. social media & democracy
    105. 105. internet kill switches and choke points • Cybersecurity and Internet Freedom Act of 2011 • All data in U.S. traverses fewer than 20 Tier 1 ISPs, including AT&T, Sprint, Time Warner Telecom, Verizon • Meanwhile, one person with a printing press or a laser printer can print and distribute whatever he/she wants. • Which information source is more free?
    106. 106. some internets are freer than others Copyright 2012 – 2013, Joel Postman & Socialized PR
    107. 107. how wired was egypt? • About 19% of Egypt's 80M people have Internet access • Egypt has about 5.2M Facebook users, less than 7% of the population • About 31 percent of those who have Internet access have signed up for Facebook accounts—a lot of them over the few weeks prior to the rebellion • In contrast, nearly 60 percent of those with Internet access in Tunisia have Facebook accounts, while the number is close to 50 percent in the UAE PBS, How January 31, 2011 Computerworld
    108. 108. what was blocked in egypt? • Link Egypt, Vodafone/Raya, Telecom Egypt, Etisalat Misr, Egypt’s four largest ISPs shut down • Twitter and Facebook blocked • Internet and some landlines also down • Network operators and service providers in Egypt told by email to suspend services “in selected areas” in compliance with local laws • France Telecom said its Egyptian Mobinil service was blocked • SayNow (acquired by Google) converts voicemail to a Tweet with the hashtag #egypt.
    109. 109. how fast can you turn off a nation’s Internet?
    110. 110. sms/mobility: political & social equalizers • Oro Verde Program pilot has demonstrated the potential of SMS in improving the way market prices are communicated to miners • Fair elections in Nigeria 2011; country has 83 million active GSM lines. “SMS was the most utilized medium during the voter registration exercise and the aborted National Assembly Elections on Saturday 2nd April. • Following Egypt & Tunisia, U.S. Secretary of State Clinton calls for Twitter accounts in Farsi, Arabic, etc. to reach young people
    111. 111. social media candidate, anti-social president • Barrack Obama praised for social media savvy, role in election; after election transitioned to • Job of a candidate vs. job of a president Freedom of Information Act, Presidential Records Act, Americans with Disabilities Act Channel Obama McCain Facebook 2,379,102 620,359 Twitter 112,474 4,603 YouTube Viewers 18,413,110 2,032,993 Blog Post Mentions 500,000,000 150,000,000
    112. 112. facebook/postman @jpostman