1. Taming the Social Media Beast:
The New Social Paradigm
April 11, 2013
Kevin MacKenzie
Marshall Fenn Communications
2. “People will always talk about you, so give them
something to talk about”
Brian Solis, The End of Business as Usual
“Social media is a lot like ancient Egypt. People writing
on walls and worshipping cats.”
George Takei, Facebook Fan Page
3. “The new Web is…a shared canvas where every
splash of paint contributed by one user provides a
richer tapestry for the next user to modify or build
on. Whether people are creating, sharing, or
socializing, the new Web is principally about
participating rather than about passively receiving
information.”
Don Tapscott & Anthony D.
Williams, Wikinomics
4. The Cluetrain Manifesto
“A powerful global conversation has begun. Through
the Internet, people are discovering and inventing
new ways to share relevant knowledge with blinding
speed. As a direct result, markets are getting
smarter—and getting smarter faster than most
companies..”
Rick Levine, Christopher Locke,
Doc Searls, David Weinberger,
The Cluetrain Manifesto, 1999
9. Technology had caught up to our desires…
• Social media allows us to interact with our digital network:
• Connect
• Share
• Engage
• Information and data flow is limitless
• “Network of influence” helps shape
• Information and media consumed
• Communication and message paths
11. Social Media in Canada
7 Million 1 in 3
Canadian Workers has
LinkedIn Profiles in Canada a LinkedIn Profile
18 Million Largest
Facebook Users In
Canada
5th Twitter
Audience
Globally
12. Our Consumption of Information is Digital
• Canadians spend a weekly average of 17 hours online
• Time on social networks grew 32% in 2011
• More movies were viewed online in 2012 than in
theatres (not including Torrent sites)
• Digital is increasingly where we spend time for:
• Entertainment
• Information
• Research
17. The Search Game Just Changed
•Google introduced “Panda”2011
• Indexing and ranking based on
recency and frequency
• Social content gains advantage
• Recent updates support:
– contextual evaluation
– natural language
– publication date monitoring
– copyright evaluation
20. What Should I Do?
• Businesses need to adapt to the shift
• Find their customers online and on the go, and be
prepared for a social introduction
• Understand that your customer has different needs;
they already have access to your information
• If you don’t participate, your next customer will have
a hard time finding you
