Next Generation Social Marketing 23120

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smorgan22

Business Technology

Next Generation
Social Marketing

Photo: ocean.flynn
http://www.flickr.com/photos/oceanflynn/315385916/

Her teenage angst about
parents and boyfriend
was watched by millions
on YouTube until she
was exposed as a hired
actress

This word describing an
online collaborative tool
comes from the
Hawaiian word meaning
“quick”

You would be excited to
be listed as one of
someone’s top eight
friends on this social
networking site

This presidential
candidate recently
opened a virtual office
in Second Life

The initials RSS stand
for this tool used by
blogs, news sites and
people wanting to track
their ego feed

The combination of
these two ingredients
started a trend on
YouTube of videos
showing the explosive
results

“Astroturfing” and “sock
puppetry” are two
different methods of
doing this online
marketing no-no

The revelation about a
forged document by this
blog led to the downfall
of Dan Rather

Web 1.0 is…
• Static
• Centrally managed
• Slow to change
• Unidirectional
• Tech-heavy

Photo: trixiebedlam
http://www.flickr.com/photos/trixiepix/382991932/

The People
Formerly Known
as the Audience

Photo: Arend Kuester
http://www.flickr.com/photos/arendpictures/1165255854

Photo: Waxy Poetic
http://www.flickr.com/photos/waxypoetic/274724321/

The Internet is Part of Our Lives
Pew Internet Survey - Dec. 2006

• U.S. adults - 70% use it
• World - 17% use it
• 91% of internet users
use e-mail
• 91% use search
engines
• 67% get news
• 66% visit a government
website
• 39% read blogs Photo: Kimi Iwasaki
http://www.flickr.com/photos/quimix/149816828/

Most Adults are Online
2000-2006

100%
85%
80%
80% 69%

60%

40% 31%

20%

0%
Age 18-29 Age 30-49 Age 50-64 Age 65+

Pew Internet Project Surveys, 2000-2006

93% of
American
teens are
online

Photo: Bdegan
http://www.flickr.com/photos/bdegan/70074551/

Health & Social Issues Online
• 79% of internet users look
for health/medical
information online
• 58% go to a website that
provides info/support for a
specific medical condition
or personal situation
• 54% look online for news or
information about politics
• 30% look for
religious/spiritual info
Pew Internet Project Surveys
• 18% make a donation to a
charity online
Photo:WujekDobraRada
http://www.flickr.com/photos/wujek-dobra-rada/414458218/

Media Shift

Source: Blackfriars Marketing
http://www.blackfriarsinc.com/blog/2007/03/advertising-shift-away-from-tv-radio

The Death of the 30
Second Spot?
Photo: you are your atman
http://www.flickr.com/photos/midlander/47670621/

Social Media Marketing
SOCIAL MEDIA
TO THE RESCUE!

With apologies to XKCD http://xkcd.com/c208.html

What can you do with
social media?
Communicate Collective Wisdom
Connect Customization
Collaborate/ Conversation
Co-Create Community
Collect/Categorize

All leading to the big C -- CHANGE!

Communicate
Blogs
Podcasts
Video Blogging
Video Sharing
Photo Sharing

Connect
Social networks
Mobile text messaging
Instant messaging/Twitter
Skype

Mobile Text Messaging
Smoking
cessation
Nutrition
Fitness
Medication
reminders
Disaster response
Symptom checker
Diabetes
Photo: de.ef.ha
http://www.flickr.com/photos/deefha/40136221/

Collaborate/Co-Create
Wikis
Consumer-Generated Media
Open Source Software
Creative Commons
Mash-ups

Collect/Categorize
Tagging
Social Bookmarking
Search Engines

Tagging

Photo: Beth Kanter
http://www.flickr.com/photos/cambodia4kidsorg/260004685/

Collective Wisdom
Ratings Sites
Wikipedia
Social News

Customization
RSS
Widgets
Virtual Worlds/Avatars

Conversation
Blog Comments/Responses
Meme Trackers

Community
Created by all of the above
Fostered by common interests
Built through conversations

How can these tools
lead to change?
Building awareness, spreading the word
Providing social support and motivation
Coordinating unified approach
Involving those affected by the problem
in creating the solution
Helping people take action
Customizing messages
Humanizing the issue

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Next Generation Social Marketing 23120

1. Next Generation Social Marketing Photo: ocean.flynn http://www.flickr.com/photos/oceanflynn/315385916/

2. Social Media Jeopardy!

3. Her teenage angst about parents and boyfriend was watched by millions on YouTube until she was exposed as a hired actress

4. This word describing an online collaborative tool comes from the Hawaiian word meaning “quick”

5. You would be excited to be listed as one of someone’s top eight friends on this social networking site

6. This presidential candidate recently opened a virtual office in Second Life

7. The initials RSS stand for this tool used by blogs, news sites and people wanting to track their ego feed

8. The combination of these two ingredients started a trend on YouTube of videos showing the explosive results

9. “Astroturfing” and “sock puppetry” are two different methods of doing this online marketing no-no

10. The revelation about a forged document by this blog led to the downfall of Dan Rather

11. socialmedia.wikispaces.com/presentation

12.

13. Web 1.0 is… • Static • Centrally managed • Slow to change • Unidirectional • Tech-heavy Photo: trixiebedlam http://www.flickr.com/photos/trixiepix/382991932/

14. Web 1.0

15. What is Web 2.0?

16. The People Formerly Known as the Audience Photo: Arend Kuester http://www.flickr.com/photos/arendpictures/1165255854

17. Photo: Waxy Poetic http://www.flickr.com/photos/waxypoetic/274724321/

18. The Internet is Part of Our Lives Pew Internet Survey - Dec. 2006 • U.S. adults - 70% use it • World - 17% use it • 91% of internet users use e-mail • 91% use search engines • 67% get news • 66% visit a government website • 39% read blogs Photo: Kimi Iwasaki http://www.flickr.com/photos/quimix/149816828/

19. Most Adults are Online 2000-2006 100% 85% 80% 80% 69% 60% 40% 31% 20% 0% Age 18-29 Age 30-49 Age 50-64 Age 65+ Pew Internet Project Surveys, 2000-2006

20. 93% of American teens are online Photo: Bdegan http://www.flickr.com/photos/bdegan/70074551/

21. Health & Social Issues Online • 79% of internet users look for health/medical information online • 58% go to a website that provides info/support for a specific medical condition or personal situation • 54% look online for news or information about politics • 30% look for religious/spiritual info Pew Internet Project Surveys • 18% make a donation to a charity online Photo:WujekDobraRada http://www.flickr.com/photos/wujek-dobra-rada/414458218/

22. Media Shift Source: Blackfriars Marketing http://www.blackfriarsinc.com/blog/2007/03/advertising-shift-away-from-tv-radio

23. The Death of the 30 Second Spot? Photo: you are your atman http://www.flickr.com/photos/midlander/47670621/

24. Social Media Marketing SOCIAL MEDIA TO THE RESCUE! With apologies to XKCD http://xkcd.com/c208.html

25. What can you do with social media? Communicate Collective Wisdom Connect Customization Collaborate/ Conversation Co-Create Community Collect/Categorize All leading to the big C -- CHANGE!

26. Communicate Blogs Podcasts Video Blogging Video Sharing Photo Sharing

27. Blogs

28.

29.

30.

31.

32. Podcasts

33.

34. Video Blogging/Sharing

35.

36.

37. Photo Sharing

38.

39. Connect Social networks Mobile text messaging Instant messaging/Twitter Skype

40. Social Networks

41.

42.

43.

44. Mobile Text Messaging Smoking cessation Nutrition Fitness Medication reminders Disaster response Symptom checker Diabetes Photo: de.ef.ha http://www.flickr.com/photos/deefha/40136221/

45.

46.

47. Collaborate/Co-Create Wikis Consumer-Generated Media Open Source Software Creative Commons Mash-ups

48.

49.

50. CGM

51. Open Sourcing

52.

53. Collect/Categorize Tagging Social Bookmarking Search Engines

54. Tagging Photo: Beth Kanter http://www.flickr.com/photos/cambodia4kidsorg/260004685/

55.

56.

57.

58. Collective Wisdom Ratings Sites Wikipedia Social News

59.

60.

61.

62.

63. Customization RSS Widgets Virtual Worlds/Avatars

64.

65.

66. Widgets

67. Custom Avatars

68.

69. CDC in Second Life

70. Conversation Blog Comments/Responses Meme Trackers

71.

72.

73.

74.

75. Community Created by all of the above Fostered by common interests Built through conversations

76. How can these tools lead to change? Building awareness, spreading the word Providing social support and motivation Coordinating unified approach Involving those affected by the problem in creating the solution Helping people take action Customizing messages Humanizing the issue

Next Generation Social Marketing 23120

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