The document discusses the evolution of media from industrial/broadcast models to interactive and social media. It provides examples of how Greenpeace and Obama successfully utilized social media strategies like creating a strong brand, making participation easy, incentivizing user creativity, and integrating online and offline efforts. The key aspects of social media that companies should consider are asking the right questions of their audience, designing for customers first, having an authentic voice, and measuring return on investment.

1. SOCIAL MEDIA SETTING THE CONTEXT: WHAT IT IS (and a little bit of WHAT WE DO) By: Lisa Torjman, Associate, MaRS Discovery District For: RIC Centre Breakfast session: Social Networking to grow your business September 16, 2009

2. INDUSTRIAL/BROADCAST “ we tell you”

4. INTERACTIVE “ So…what do you guys think?” http://farm3.static.flickr.com/2088/1500595259_23539c2b60.jpg

6. SOCIAL “ talk amongst yourselves” http://upload.wikimedia.org/wikipedia/en/a/ac/Coffee_talk.JPG (Psst, in case you didn’t recognize it – SNL’s Mike Myers does famed segment Coffee Talk with Linda Richmond)

8. SOUNDS LIKE… Highly scalable, mass accessible Internet and web-enabled platforms that support user generated content and social interaction

9. LOOKS LIKE…

10. OR BETTER YET… http://flickr.com/photos/briansolis/2735401175

11. BETTER STILL… www.lifeboat.com

12. THINGS TO CONSIDER… http://sidawson.org/images/2008/08/ponder.jpg

13. THE LINK EC ONOMY Making things linkable has changed the face of media and the way information can be searched – Matthew Ingram, journalist, Globe and Mail http://www.usabuckles.com/

14. “ OPEN” A CONCEPT THAT ESPOUSES TRANSPARENCY, AUTHENTICITY, SHARING and REMIXING http://farm4.static.flickr.com/3155/2578932310_b2c39281df.jpg

15. COMPLEXITY: UNDERSTANDING THE DYNAMICS OF AN ONLINE COMMUNITY

16. CAMPAIGNS, COMPANIES, CO-CREATION and COMMUNITY

17. 2006 launch

18. GREENPEACE LAUNCHES “GREEN MY APPLE” GOAL To get Steve Jobs to render obsolete the toxic chemicals in Apple products TACTIC An open, people-powered campaign HOW THEY DID IT Mimicked the Apple brand, not Greenpeace branding Mobilized the Apple user since that is the audience Steve Jobs listens to Gave people “the easy button:” made very clear asks and simple ways to engage in a variety of ways “ Gave it away:” made the brand available online to remix in any way. Audience created their own posters and video ads Made it viral: used large scale platforms to publish all of their “artifacts.” Every ad made was not only posted to the main Green My Apple site, but was also posted on heavy traffic sites like Flickr and YouTube. e.g., http://www.youtube.com/watch?v=5ArepJgpARI RESULTS Nine months after launch date, Steve Jobs made an announcement to create a greener apple

20. 2007 launch

21. OBAMA LAUNCHES “HOPE” CAMPAIGN GOAL To create the “people’s president” TACTIC An open, people-powered campaign HOW THEY DID IT Created a strong lifestyle brand “Hope. Change. Action” that was consistent across the entirety of the campaign Embraced complexity: hyper-segmentation of audience outreach so people received most relevant asks according to a number of metrics Aggressive online to offline strategy: built momentum online with very clear offline “call to action” directives Hyper-personalized: MyBo application online made it easy for users to engage with the campaign with more relevancy. People could search for events and receive latest updates on a geo-local basis Incentivized creativity: the more you engaged with the campaign, the more you were rewarded, e.g., SMS updates before they break to main news sources Further details: http://is.gd/3o58n RESULTS The people speak: Obama wins Dollars raised for campaign: $639M (33% offline, 67% online) compared to McCain’s $360M

22. http://farm3.static.flickr.com/2291/2311174232_38d16378c6.jpg GRAFFITTI, SANTA FE ART DISTRICT

23. THE NEW CLASS ONLINE COMPANIES DOING IT RIGHT AND REAPING THE BENEFITS KIVA FAST FACTS 47 months old $90,154,335 raised 98% repayment rate 221,971 entrepreneurs funded 552,982 Kiva users 181 countries represented SPOTLIGHT: KIVA.ORG PLATFORM FOR MICRO LENDING

26. NEW PARADIGM A social media platform doesn’t simply mean adding an online forum or blog. It requires a shift in organizational mindset . – the management innovation group

27. CO-CREATION

28. COMMUNITY (ONLINE TO OFFLINE )

29. WHAT DO WE DO? Speaking at Ignite Toronto 2009 on social innovation

30. Advisory services for our clients Collaborating on innovative projects with usual and unusual suspects Being a presence in the community (on & offline) Applying science and sociology to our understanding of the social web Using a living lab approach to test new models and platforms

31. A CASE STUDY IN COLLABORATION + + THIRTY COLLABORATORS + ONLINE COMMUNITY + 1,800 PARTICIPANTS EQUALS

32. BE IN TOUCH! Lisa Torjman Associate, SiG@MaRS MaRS Discovery District [email_address] @lisatorjman