The document discusses social media and its relevance. It begins by defining social media as online tools that people use to share opinions and perspectives. It then discusses that social media is here to stay, as technologies move through a maturity cycle from hype to mainstream adoption. The document ends by providing 10 tips for leveraging social media, such as creating and sharing content regularly, being authentic, setting goals and measuring results.

1. SOCIAL MEDIA
WHAT, WHY, SO WHAT?
Annual Meeting & Exchange
Association of Professional Design Firms
Saturday, May 16 2009
Stephen Randall
EMAIL: srandall@locamoda.com
TWITTER: stephenrandall

2. SOCIAL MEDIA – WHAT, WHY, SO WHAT?
• What is social media?
• Here to stay or fad?
• Why is it relevant (to me, my
company, my clients)?
• So now what?
© 2009 Stephen Randall 1

3. FIRST
THINGS
FIRST
© 2009 Stephen Randall 2

4. WRONG MINDSET…
How can I use social
media to promote me/
my company/my org?”
✗
quot;This isn't for me.
I'm the wrong
generation for this”
© 2009 Stephen Randall 3

5. The Connected Class
© 2009 Stephen Randall 4

6. RIGHT MINDSET…
How can I
(authentically) share
what I know, think,
believe?
✔
(Which may in turn lead to
my becoming more
connected and to improving
quot;my brandquot; and/or the
currency of my business
proposition)
© 2009 Stephen Randall 5

7. SOCIAL MEDIA – WHAT, WHY, SO WHAT?
• What is social media?
• Here to stay or fad?
• Why is it relevant (to me, my
company, my clients)?
• So now what?
© 2009 Stephen Randall 6

8. Wikipedia describes social media as…
Online tools and platforms that people use to share
opinions, insights, experiences, and perspectives with
each other.
Popular social mediums include blogs, micro-blogs
(e.g.Twitter), social networks (e.g. Facebook),
message boards, photo-sites (e.g. Flickr), video sites
(e.g. YouTube), podcasts (e.g. TED), wikis, and vlogs.
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9. 100 billion clicks per day
55 trillion links
1 trillion urls in 6,000 days
2.3 trillion text messages per year
2 million emails per second
1 million IM messages per second
65 billion phones calls per year
Source – Kevin Kelly “The next 5,000 days”
© 2009 Stephen Randall 8

10. © 2009 Stephen Randall 9

11. DISRUPTION OF TRADITIONAL MEDIA
Trust
Traditional Media
Social Media
Immediacy
Connectivity
Drivers of media change
Personalization
Multi/Cross
Platform/Channel
User-generated
Content
Open Standards
Measurement
Collaboration
Community
Push + Impression + No Network Effect = Pull + Expression + Network Effect =
Passive, Transitory, Disconnected
Active, Amplified, Connected
© 2009 Stephen Randall 10

12. SOCIAL MEDIA – WHAT, WHY, SO WHAT?
• What is social media?
• Here to stay or fad?
• Why is it relevant (to me, my
company, my clients)?
• So now what?
© 2009 Stephen Randall 11

13. HERE TO STAY
WE ARE
Product
Geeks move on.
HERE
Development
Critics and cynics
delay market
acceptance
Mainstream starts
to notice but
doesnʼt get it
Market Expectations
True market
Tech responds to
adoption
mass market
Peak of requirements
Hype
Real utility/
performance
delivered
Trough of
disillusion
Geeks only
Technology Maturity
Adapted from Gartner
Groupʼs Hype Cycles graph
© 2009 Stephen Randall 12

14. SOCIAL MEDIA – WHAT, WHY, SO WHAT?
• What is social media?
• Here to stay or fad?
• Why is it relevant (to me, my
company, my clients)?
• So now what?
© 2009 Stephen Randall 13

15. Undivided
attention
is so
last year.
© 2009 Stephen Randall 14

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20. SOCIAL MEDIA – WHAT, WHY, SO WHAT?
• What is social media?
• Here to stay or fad?
• Why is it relevant (to me, my
company, my clients)?
• So now what?
© 2009 Stephen Randall 19

21. 10 TIPS ON LEVERAGING SOCIAL MEDIA
1. Create and share content, freely and regularly
2. Be authentic. Use your voice. Warts ‘n’ all
3. Promote/link/praise other sources
4. Set goals, monitor, measure results… iterate
5. Don’t let no or negative feedback paralyze efforts
6. Know your audience, where it hangs out
7. Make it easy to add & share content
8. Make it worthy of sharing
9. Participate in medium other blogs/conferences
10. Stick with it
© 2009 Stephen Randall 20

22. THANKS!
Stephen Randall
EMAIL: srandall@locamoda.com
TWITTER: stephenrandall
© 2009 Stephen Randall 21