071031 Social media primer


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This is a presentation that I gave at e-Consultancy's social media conference in London on October 31, 2007.

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071031 Social media primer

  1. 1. Who are you, where are you & why should you start? October 31 st 2007 Ged Carroll
  2. 2. This <ul><li>The art of conversation </li></ul><ul><li>What is social networking </li></ul><ul><li>What is UGC </li></ul><ul><li>Disruptive rends </li></ul><ul><li>What are social media users saying about your brand </li></ul><ul><li>Who are the social media networkers </li></ul>
  3. 3. Sun Tzu & the art of conversation <ul><li>Whilst media changes, strategic thinking is timeless </li></ul><ul><ul><li>Understanding </li></ul></ul><ul><ul><ul><li>Understanding the benefits and limitations of different media channels ‘the environment’ </li></ul></ul></ul><ul><ul><ul><li>Understanding your audience motivation ‘your opponent’ </li></ul></ul></ul><ul><ul><ul><li>Understand how many of that you are trying to reach and where to reach them </li></ul></ul></ul><ul><ul><li>Use resources wisely </li></ul></ul><ul><ul><ul><li>It can be an exhaustive process </li></ul></ul></ul><ul><ul><ul><ul><li>Work smarter </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Co-opt others to do the campaign on your behalf </li></ul></ul></ul></ul>
  4. 4. What is social networking? <ul><li>A social network is a social structure made of nodes (which are generally individuals or organisations) that are tied by one or more specific types of interdependency, such as values, visions, idea, financial exchange, friends, kinship, dislike, conflict, trade, web links, sexual relations or airline routes. </li></ul><ul><li>Trust or relationship based </li></ul><ul><li>Provide a collection of various ways for users to interact, such as Q&A, messaging, email, video, voice chat, photos, file sharing, bookmarks, blogging, discussion groups etc. </li></ul>
  5. 5. What is UGC? <ul><li>User generated content ( UGC ), also known as consumer generated media ( CGM ) or user created content ( UCC ), refers to various kinds of media content, publicly available, that are produced by end-users </li></ul><ul><li>Definition is often narrowed further to include only work that is published, requires a creative effort and is outside the creator’s ‘professional routines & practices’ </li></ul><ul><li>Differentiation between UGC and prosumer generated content or micro media </li></ul><ul><li>Not a new concept – Rodney King, Zapruder footage, The Anarchist Cookbook, The Whole Earth Catalog </li></ul><ul><li>2005 – media big bang. BBC sets up user-generated content team. Receives 5,000+ photos from Buncefield terminal fire </li></ul>
  6. 6. UGC Continued
  7. 7. BBC Megastar Loaded Financial Times Economist Guardian Bloggers - Social Networking User Groups - Forums - Wikis - Photos Consumer-Generated Content Vogue Daily Telegraph Disruptive Trends
  8. 8. Social Forces of Change Positive Neutral Negative IPSOS MORI Base: All articles concerning youth, August 2- August 8, 2004 (603) Relentless negative media coverage of teenagers Privacy: from caller ID to reality TV Dating: bars to websites Local tight networks to global loose networks Digital Natives and Digital Immigrants Currency of kudos
  9. 9. Changing Media Landscape Timeline © Waggener Edstrom Worldwide
  10. 10. Media Disruption © Waggener Edstrom Worldwide
  11. 11. What is being said about you? <ul><li>Google </li></ul><ul><ul><ul><li>SERP </li></ul></ul></ul><ul><ul><ul><li>PageRank </li></ul></ul></ul><ul><li>Google alerts: </li></ul><ul><ul><ul><li>Ongoing monitoring </li></ul></ul></ul><ul><li>Technorati : </li></ul><ul><ul><ul><li>RSS-fed buzz with authority meter </li></ul></ul></ul><ul><li>Yahoo! Site Explorer : </li></ul><ul><ul><ul><li>Inbound links </li></ul></ul></ul><ul><li>Yahoo! Pipes </li></ul><ul><ul><ul><li>Aggregate and translate content </li></ul></ul></ul>
  12. 12. Finding Online Influencers <ul><li>Ask peers, colleagues and particularly sales staff </li></ul><ul><li>Look at influencers cited in the mainstream media </li></ul><ul><li>Look at backlinks into existing web properties and competitor sites </li></ul><ul><li>Technorati, Ice Rocket </li></ul><ul><li>Google blog search </li></ul><ul><li>Look at their authority </li></ul><ul><li>‘ Found’ influencers’ blogrolls </li></ul><ul><li>A number of companies will provide their own methodology of finding the online influencers </li></ul>
  13. 13. Searching the Long Tail Google, Live.com, Yahoo! and Ask algorithmic search Social Search Bookmarking Services Q&A services Trusted web Local search Maps Yellow Pages Mobile search Comparison shopping Mainstream Esoteric Vertical search (Google Scholar, Krugle, Scirus etc) Recommendations (Last.fm, Yahoo! Music)
  14. 14. Who are the social media networkers? <ul><li>Wrong question </li></ul><ul><li>100s of social networking services </li></ul><ul><ul><li>International, local </li></ul></ul><ul><ul><ul><li>LinkedIn – global English speaking business professionals </li></ul></ul></ul><ul><ul><ul><li>Grono – Poles and Polish ex-pats </li></ul></ul></ul><ul><ul><ul><li>Cyworld – Koreans, predominantly young </li></ul></ul></ul><ul><ul><li>Tribes and sub-cultures </li></ul></ul><ul><ul><li>Professions </li></ul></ul><ul><ul><ul><li>Sermo - doctors </li></ul></ul></ul><ul><ul><li>Facebook is just for kids? </li></ul></ul><ul><ul><ul><li>40 per cent of Facebook users are over 25 (New York Times) </li></ul></ul></ul><ul><ul><li>Fluid, trend driven </li></ul></ul><ul><ul><ul><li>Friendster: from west coast hipsters to the Filipino diaspora </li></ul></ul></ul><ul><ul><ul><li>Orkut: Google staff and friends to being big in big in Brazil </li></ul></ul></ul>
  15. 15. Bibliography / Useful Links <ul><li>The Cluetrain Manifesto </li></ul><ul><li>Collected papers and essays by danah boyd </li></ul><ul><li>Notre Dame University: Fifteen-minutes of fame: The Dynamics of Information Access on The Web (May 13, 2005) by Z. Dezso, E Almaas, A Lukacs, B Racz, I Szakadat and A Barabasi </li></ul><ul><li>OECD whitepaper on user-generated content </li></ul><ul><li>Digital Natives Programme by Berkman Center for Internet & Society at Harvard Law School </li></ul>