A story about how social media will change everything and how you can become a part of that change Credits to: What the fuck is social media, 22squared and Sosymos

1. HOWTHEF**K DO YOUCHANGE WORLD? THE

2. UNDERSTAND FIRST YOU MUST WHAT THE WORLD IS TRYINGTO F**CKING CHANGE…

3. MOST RADICAL SO WHAT IS THE CHANGE ONGOING?

4. SOCIAL MEDIA

5. 72% of internet users are part of at least one social network, which translates to 940 million users worldwide (March 2010)

6. 700 BILLION The numbers of minutes spent on Facebook per month (July 2010)

7. COLLABORATE SHARE APPLAUD WORK INFLUENCE INVESTIGATE MAKE LOVE IT CHANGES HOW WE PLAY MOURN CELEBRATE LEARN EVALUATE CREATE DISCOVER AND MUCH MORE…

8. everyonecan publish anything + no censorship = NO CONTOL

9. Social media is the script of the future. An infiniteconversation redefining everything, created by everybody and controlled by no one.

10. INFINITE CONVERSATION= AN UNSTOPPABLE FORCE

11. VERY FABRIC OF THE WHAT IS THE CONVERSATION?

12. CONVERSATION A technology paradigm SOCIAL MEDIA LITERACY (not yet defined by government body) Proposed definition… The ability to identify, understand, interpret, create and communicate within the technological context of social media

13. CONVERSATION An ethical paradigm Being more… TRANSPARENT LOYAL INCLUSIVE PERSONAL HONEST RESPECTFUL ENGAGING AUTHENTIC CURIOUS RESPONDING

14. CONVERSATION An idealistic paradigm Share Idea Y How to change for a better world… Share Idea X How to change for a better world… Share Idea Z How to change for a better world…

15. CONVERSATION A social paradigm

16. SO IF THIS IS TRULY AN UNSTOPPABLE FORCE…SURELY THE WORLD IS TRYINGTO CHANGE FOR THE BETTER!?

17. LET’S BE REAL…IF YOU ARE A SOCIAL MEDIA ILLITERATE, IF YOU BEHAVE UNETHICAL, IF YOU HAVE NO VIEWS ON HOW THE WORLD COULD CHANGE FOR THE BETTER AND IF YOU HAVE NO TRUE ADVOCATES OUT THERE TO SUPPORT YOU…THERE WILL BE NO ROOM FOR YOU IN THE NEW WORLD…

18. TO CHANGE THE WORLD (FOR THE BETTER)YOU MUST ENGAGE YOURSELF HEAVILY INTO THE CONVERSATION by …Becoming a social media pioneer …Behaving ethical …Sharing your world changing ideas …Building true advocacy

19. IN THE NEW WORLD YOU ARE THE BRAND

20. (commercial brand) BRAND IN THE OLD WORLD ACCEPTANCE AWARENESS FRIENDS PREFERENCE ADVOCACY PURCHASE BRAND IN THE NEW WORLD (personal brand)

21. THE NEW CURRENCY IS TRUEADVOCACY

22. INFINITE… IF THE CONVERSATION IS TRUE ADVOCATES… AND ALL PARTICIPANTS ARE POTENTIALLY THE ONLY INFINITE RESOURCE… TRUE ADVOCACY MUST BE

23. True advocacy is the currency of the future. An infiniteresource redefining everything, consumed by everybody and controlled by no one.

24. TA = A - C TRUE ADVOCACY ADVOCATES CRITICS

25. IN THE NEW ECONOMYALL BRANDS WILL RISE OR FALL DEPENDENT ON THEIR ABILITYTO CREATE AND SUSTAINTRUE ADVOCACY

26. SO HOWTHEF**K DO YOUCHANGE WORLD? THE

27. IN THE NEW WORLD WELL FORTUNATELYYOU CAN F**CKING NO LONGER AFFORD NOT TO!

28. THE SHORT ANSWER… F**KING NOW! YOU BUILD A BRAND COMMUNITY

29. BRAND COMMUNITY Brand A Brand B (your brand) Brand C Brand D Connected by …Similar social media status …Similar ethics …Similar world changing ideas …True advocacy between brands

30. SMALL WORLD PHENOMENON:In April 2010 examined 5.2 billion friendships on TwitterThey wanted to calculate the degrees of separationThey found out that 98% of all Twitter users are 6 friends or less away The average degree of separation on Twitter is 4.67

31. TRY TO IMAGINETHE PENETRATIONOF A STRONGCOMMUNITY?

32. IN THE NEW WORLDA STRONG BRAND COMMUNITYCAN PENETRATE IT’S ADVOCACYON A GLOBAL SCALEWITHIN A COUPLE OF DAYS

33. NO. OF TRUE ADVOCATES INYOUR BRAND COMMUNITY YOUR ABILITY TO CHANGE THE WORLD = TRUE ADVOCATES AVERAGE DEGREES OF SEPARATION TO WORLD POPULATION

34. BRAND PROMISE To define a clear message about what your brand can offer to the world BUILD TRUE ADVOCACY DEFINE YOUR BRAND IDENTIFYSIMILARBRANDS INCREASE SOCIAL MEDIAPRESENCE

35. What is my social media presence? Question 1: What are my ethical trademarks? Question 2: How do I want to change the world? Question 3: Who and what would I like to join? Question 4:

36. BRAND INTELLIGENCE To gather and analyse information that enables you to identify similar brands BUILD TRUE ADVOCACY DEFINE YOUR BRAND IDENTIFYSIMILARBRANDS INCREASE SOCIAL MEDIAPRESENCE

37. CONVERSATION Identify similar brands Brand Y YOU YOURFRIENDS YOURFRIENDS’ FRIENDS SOMEONEYOU WOULD LIKE TO KNOW Brand X Brand Z

39. Action 2

40. Action 3Similar social media status: Similar ethics: Similar world changing ideas: True advocacy:

41. BRAND ADVOCACY To build deeper and more effective relationships with similar brands BUILD TRUE ADVOCACY DEFINE YOUR BRAND IDENTIFYSIMILARBRANDS INCREASE SOCIAL MEDIAPRESENCE

42. SHOW THEMYOURF**CKINGADMIRATION(you admire the people you join right?)

43. I really like your social media presence... Message 1: I really like your personal ethics… Message 2: I really like how you want to change the world… Message 3: I really believe we have something in common… Message 4:

44. OFFER THEMYOURF**CKING”NETWORTH”

45. CONVERSATION Offer the advocacy of your present brand community Brand A Brand C Brand B (you) New Brand Brand D Your brand community

46. UNDERSTANDHOW THEYF**CKINGBEHAVE

47. Understand your drivers: (mechanisms within your brand community) Advocacy driver 1 Advocacy driver 2 Advocacy driver 3 Criticism driver 1 Advocacy driver 4 Criticism driver 2

48. BRAND PRESENCE To expand the social media presence of your brand community BUILD TRUE ADVOCACY DEFINE YOUR BRAND IDENTIFYSIMILARBRANDS INCREASE SOCIAL MEDIAPRESENCE

49. SOCIAL MEDIA PRESENCE PAYS:In 2010 22Squared examined 22 digital actions and their effects on the consumers of 52 global brandsThey concluded that a deeper level of social media presence made consumers:- talk more about the brand - talk more about the brand in more places- talk more about the brand more times- buy more- buy more for more money

50. SOCIAL MEDIA PARADOX: "Social media is like teen sex. Everyone wants to do it. Nobody knows how. When it's finally done, there is surprise that it's not better." (A. Kaushik) Expectations are high… Insights and skills are low…

51. SOCIAL MEDIATE ILLITERACY BUT LET’S FACE IT… THERE IS A LOT OF… OUT THERE…

52. SO SHOWTHE F**CKING WAY

53. AND THAT’SHOWTHEF**K YOUCHANGE WORLD! THE