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Social Media for Salzburg Global Seminar

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Introduction on Social Media & how it can benefit an organisation like Salzburg Global Seminar

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Social Media for Salzburg Global Seminar

  1. 1. Possible roles of social media for the Salzburg Global Seminar
  2. 2. Possible roles of social media for the Salzburg Global Seminar WHAT do we mean with Social Media?
  3. 3. Possible roles of social media for the Salzburg Global Seminar WHAT HOW do we mean with to evaluate different Social Media? Social Media for you
  4. 4. Social media for the Salzburg Global Seminar Examples of Social Media
  5. 5. Social media for the Salzburg Global Seminar Examples of Social Media ‣ Blogs ‣ Social Networks ‣ Forums ‣ Micro blogging services ‣ Costumer ratings & feedback
  6. 6. Social media for the Salzburg Global Seminar Definition of Social Media
  7. 7. Social media for the Salzburg Global Seminar Definition of Social Media Is it HYPE ?
  8. 8. Social media for the Salzburg Global Seminar Definition of Social Media Is it HYPE ? Is it technology ?
  9. 9. Social media for the Salzburg Global Seminar Definition of Social Media Is it HYPE ? Is it technology ? Is it ->participation<- ?
  10. 10. Social media for the Salzburg Global Seminar It’s not HYPE “Facebook more popular than porn” Oct 2007
  11. 11. Social media for the Salzburg Global Seminar It’s not HYPE ‣ 20 Hours of video are uploaded to YouTube every MINUTE ‣ 13 million - Number of Articles on Wikipedia ‣ 3 million – The number of ‘Tweets’ per day on Twitter ‣ 14 million - The number of video views of Obama’s yes we can video on Youtube ‣ $6.5 million – the amount that 3 million people donated to Obama in 2008 online ‣ 184 million World Wide have started a blog
  12. 12. Social media for the Salzburg Global Seminar Is it new TECHNOLOGY? “We greet the inhabitants of Budapest. We greet them in an unusual way from which telephone broadcasting all over the world will start its victorious journey.” - first broadcast from Tivadar Puskás of Telefon Hírmondó
  13. 13. Social media for the Salzburg Global Seminar Is it new TECHNOLOGY? “We greet the inhabitants of Budapest. We greet them in an unusual way from which telephone broadcasting all over the world will start its victorious journey.” - first broadcast from Tivadar Puskás of Telefon Hírmondó ‣ One-way & two-way media have always co-existed
  14. 14. Social media for the Salzburg Global Seminar Is it new TECHNOLOGY? “We greet the inhabitants of Budapest. We greet them in an unusual way from which telephone broadcasting all over the world will start its victorious journey.” - first broadcast from Tivadar Puskás of Telefon Hírmondó ‣ One-way & two-way media have always co-existed ‣ What about the so-called killer apps of Web 1.0?
  15. 15. Social media for the Salzburg Global Seminar Jerry Yang’s guide to the World Wide Web
  16. 16. Social media for the Salzburg Global Seminar The exponential growth of the WWW Google launches (9 million sites) April 1996 Page & Brin start working on the Google search engine (100,000 websites) Jerry’s guide - April 1994 (1000 websites) Source: Jacob Nielsen - useit.com
  17. 17. Social media for the Salzburg Global Seminar What was different? ‣ Traditional scarcity => Spectacular growth of media ‘outlets’
  18. 18. Social media for the Salzburg Global Seminar What was different? ‣ Traditional scarcity => Spectacular growth of media ‘outlets’ ‣ Professionalism => Amateur
  19. 19. Social media for the Salzburg Global Seminar How is search social? The Magna Carta of the web PR(U) = (1-d) + d * sumV(PR(V)/N(V))
  20. 20. Social media for the Salzburg Global Seminar How is search social? PR(U) = (1-d) + d * sumV(PR(V)/N(V)) = Google’s PageRank formula
  21. 21. Social media for the Salzburg Global Seminar How is search social? PR(U) = (1-d) + d * sumV(PR(V)/N(V)) = Google’s PageRank formula = Social Technology
  22. 22. Social media for the Salzburg Global Seminar Social Media is participation “Andy Warhol said everybody is famous for 15 minutes. Social Networking changed that to everyone is famous for 15 people. If you have a million friends, you’re broadcasting. You’re an entertainer” Tom Anderson founder of MySpace
  23. 23. Social media for the Salzburg Global Seminar Social Media is participation No longer a one-way hierarchy...
  24. 24. Social media for the Salzburg Global Seminar Social Media is participation ...but an interactive process.
  25. 25. Social media for the Salzburg Global Seminar Social Media is participation Ordinary human needs have found a home in social media. ‣ Altruism ‣ Socialising ‣ Self-actualisation ‣ Networking
  26. 26. Social media for the Salzburg Global Seminar Social Media is..
  27. 27. Social media for the Salzburg Global Seminar Social Media is.. ‣ HYPE
  28. 28. Social media for the Salzburg Global Seminar Social Media is.. ‣ HYPE ‣ NEW
  29. 29. Social media for the Salzburg Global Seminar Social Media is.. ‣ HYPE ‣ NEW ‣ PARTICIPATION
  30. 30. Social media for the Salzburg Global Seminar Implications Jeff Jarvis talks of things organisations should consider ‣ New relationships - Give the people control: we will use it - Your customer is your best partner
  31. 31. Social media for the Salzburg Global Seminar Implications ‣ New architecture - Do what you do best and link to the rest - Join a network or be a platform - Think distributed
  32. 32. Social media for the Salzburg Global Seminar Implications ‣ New publicness - If you’re not searchable, you won’t be found - Everybody needs a little SEO - Your customers are your ad agency
  33. 33. Social media for the Salzburg Global Seminar Implications ‣ New society - “Elegant organization”, Mark Zuckerberg, founder of Facebook
  34. 34. Social media for the Salzburg Global Seminar Implications ‣ New economy - Manage abundance, not scarcity - Join the open-source, gift economy - The mass market is dead - long live the mass of niches
  35. 35. Social media for the Salzburg Global Seminar Implications ‣ New attitude - “There is an inverse relationship between control and trust”, David Weinberger - The art of listening
  36. 36. Social media for the Salzburg Global Seminar Implications ‣ New ethic - Make mistakes well - Be honest - Be transparent - Collaborate
  37. 37. Social media for the Salzburg Global Seminar How organisations can use Social Media
  38. 38. Social media for the Salzburg Global Seminar How organisations can use Social Media ‣ Listening To learn more about what people think of your organization
  39. 39. Social media for the Salzburg Global Seminar How organisations can use Social Media ‣ Listening To learn more about what people think of your organization ‣ Talking To partake in the conversation
  40. 40. Social media for the Salzburg Global Seminar How organisations can use Social Media ‣ Listening To learn more about what people think of your organization ‣ Talking To partake in the conversation ‣ Embracing Integrate your members in the way your business works
  41. 41. Social media for the Salzburg Global Seminar How organisations can use Social Media ‣ Listening To learn more about what people think of your organization ‣ Talking To partake in the conversation ‣ Embracing Integrate your members in the way your business works ‣ Energizing Let members evangelize to others about you
  42. 42. Social media for the Salzburg Global Seminar How organisations can use Social Media ‣ Listening To learn more about what people think of your organization ‣ Talking To partake in the conversation ‣ Embracing Integrate your members in the way your business works ‣ Energizing Let members evangelize to others about you ‣ Helping Let customers help each other
  43. 43. Social media for the Salzburg Global Seminar How organisations can use Social Media Your demographic Creators Publish a blog Publish your own Web pages Upload video you created profile Post ratings/reviews of products/services Critics Comment on someone else’s blog Use RSS feeds Collectors Add “tags” to Web pages or photos Joiners Maintain profile on a social networking Read blogs Spectators Watch video from other users Listen to podcasts Inactives None of the above Social Technographics ™ Ladder by Forrester
  44. 44. Social media for the Salzburg Global Seminar How organisations can use Social Media Your communications problem Blogs Social Network Viral video Micro blogging Communities Complexity Best Awareness Also good Best Also good Word of Mouth Also good Best Also good Accessibility Best
  45. 45. Social media for the Salzburg Global Seminar How organisations can use Social Media Blogs Companies with a complexity problem stand to benefit from using blogs.
  46. 46. Social media for the Salzburg Global Seminar How organisations can use Social Media Video “Viral videos are best for punching through the noise – the awareness problem.” - Li and Bernoff (Forrester)
  47. 47. Social media for the Salzburg Global Seminar How organisations can use Social Media Social Networks “If you want to be hot and have people talking about how hot you are then Facebook and MySpace are for you.” - Li and Bernoff (Forrester)
  48. 48. Social media for the Salzburg Global Seminar How organisations can use Social Media Communities ‣ An option for those who have difficulty get their messages to their customers ‣ Need strong identities
  49. 49. Social media for the Salzburg Global Seminar How organisations can use Social Media Micro Blogging & Status updates ‣ Good for listening ‣ Networking and building relationships ‣ Announcing things & self promotion ‣ Customer relations
  50. 50. Social media for the Salzburg Global Seminar How organisations can use Social Media Multi-platform It is now possible to mix and match elements from existing platforms. ‣ Facebook connect & Twitter sign in ‣ Blog RSS feeds
  51. 51. Social media for the Salzburg Global Seminar Case study: canEUhearme ‣ MTV was tasked by the European Union (EU) to increase awareness about the upcoming EU elections amongst young people. And energise them to take part. ‣ EU wanted to build a bespoke social network where young people could interact around a common European- ness.
  52. 52. Social media for the Salzburg Global Seminar Case study: canEUhearme
  53. 53. Social media for the Salzburg Global Seminar Case study: canEUhearme ‣ Facebook Connect on Shout Box
  54. 54. Social media for the Salzburg Global Seminar Case study: canEUhearme ‣ Shout archive
  55. 55. Social media for the Salzburg Global Seminar Case study: canEUhearme ‣ Facebook Connect on Polls
  56. 56. Social media for the Salzburg Global Seminar Case study: canEUhearme ‣ Twitter Integration
  57. 57. Social media for the Salzburg Global Seminar Case study: canEUhearme ‣ Twitter Integration
  58. 58. Social media for the Salzburg Global Seminar Case study: canEUhearme ‣ Picture Competition
  59. 59. Social media for the Salzburg Global Seminar Case study: canEUhearme ‣ Comments
  60. 60. Social media for the Salzburg Global Seminar How organisations can use Social Media ‣ Listening To learn more about what people think of your organization ‣ Talking To partake in the conversation ‣ Embracing Integrate your members in the way your business works. ‣ Energizing Let members evangelize to others about you ‣ Helping Let customers help each other

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