Public social media
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The document is a presentation by Paul Isakson on social media marketing. It discusses how social media has grown significantly globally and how people's behaviors have changed with the adoption of new tools and technologies. Isakson argues that marketing in social media should focus on connecting with people based on shared interests and values, rather than focusing only on the tools themselves. The main behaviors people engage in social media are connecting, collaborating, creating, sharing, and consuming content. Isakson advises marketers to first join existing conversations and help people, rather than directly promoting to them. The most important things are to do meaningful work and listen to people's needs.
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- 1. IT’S NOT WHAT YOU SAY THAT MATTERS, IT’S WHAT YOU DO. ©2009 Paul Isakson Paul Isakson - paulisakson.com
- 2. The World’s Best Social Media Marketing Presentation* by Paul Isakson Head of Strategy space150 paulisakson.com ©2009 Paul Isakson*A tribute to Paul Arden
- 3. What we’ll cover: Why social media matters Marketing and social media Connecting with people If you can’t do any of this... ©2009 Paul Isakson
- 4. Why does social media matter? ©2009 Paul Isakson
- 5. Source: http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/ 2/3Global Internet Population Visit Social Networks Flickr // Spencer E Holtaway ©2009 Paul Isakson
- 6. Source: http://blogs.forrester.com/groundswell/2009/08/social-technology-growth-marches-on-in-2009-led-by-social-network-sites.html# 4/5U.S. Online Adults Participate In Social Media Flickr // davefishernc ©2009 Paul Isakson
- 7. Flickr // NathanFromDeVryEET The total time spent globally on social networks is growing at nearly 1.5X faster than the Internet average – growing 18% between December 2007 and December 2008. Source: http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/ ©2009 Paul Isakson
- 8. All of this is creating a growing number of conversations... ©2009 Paul Isakson
- 9. both in social media and in people’s real world lives. ©2009 Paul Isakson
- 10. Often, these conversations are of minimal importance to marketing or your brand. ©2009 Paul Isakson
- 11. But sometimes, they are about, or are related to, your brand. ©2009 Paul Isakson
- 12. Why does that matter? ©2009 Paul Isakson
- 13. "Your brand is no stronger than your reputation — and will increasingly depend on what comes up when you are Googled." Allan Jenkins Global Communications Consultant ©2009 Paul Isakson
- 14. Source: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110641 ©2009 Paul Isakson
- 15. ©2009 Paul Isakson PEOPLE’S BEHAVIORS ARE CHANGING
- 16. “A revolution doesn't happen when a society adopts new tools. It happens when society adopts new behaviours...” Clay Shirky Author, Consultant, Professor at NYU Us Now (Film) Flickr // Rain Rabbit©2009 Paul Isakson
- 17. “A revolution doesn't happen when a society adopts new tools. It happens when society adopts new behaviours...” Clay Shirky Author, Consultant, Professor at NYU Us Now (Film) Flickr // Rain Rabbit A REVOLUTION IS IN PROCESS ©2009 Paul Isakson
- 18. IT’S TIME FOR MARKETERS TO ADOPT NEW BEHAVIORS Flickr // Andrew Huff©2009 Paul Isakson
- 19. THE FUTURE OF MARKETING IS NOT ABOUT DOING AND SAYING THINGS TO PEOPLE Flickr // Arnisto.com©2009 Paul Isakson
- 20. THE FUTURE OF MARKETING IS ABOUT DOING THINGS WITH AND FOR PEOPLE ©2009 Paul Isakson Paul Isakson - paulisakson.com
- 21. Marketing and social media ©2009 Paul Isakson
- 22. “People don’t want marketing messages in social networks or when they are having a dinner party.” Jason Calacanis CEO Mahalo.com / Internet Entrepreneur Flickr // ElectricSheep©2009 Paul Isakson
- 23. “People don’t want marketing messages in social networks or when they are having a dinner party.” Jason Calacanis CEO Mahalo.com / Internet Entrepreneur DON’T MARKET TO PEOPLE ©2009 Paul Isakson
- 24. Facebook Flickr Blogs Twitter MySpaceLast.fm LinkedIn YouTube Digg FriendFeed Delicious Wikipedia PlaxoPandora Seesmic Vimeo Marketing in social media is often narrowly viewed and talked about as the tools people use within it. ©2009 Paul Isakson
- 25. “(When it comes to social media) companies focus on the features, tools and technologies, yet fail to understand the behaviors of their own customers online. As a result, they miss the mark.” Jeremiah Owyang Senior Industry Analyst Forrester Research Flickr // shinyai©2009 Paul Isakson
- 26. ”Companies approach social media in two different ways. The first way, the companies focus on the features, tools and technologies, yet fail to understand the behaviors of their own customers online. As a result, they miss the mark. The second type of company scans the seascape, and understands the fish they’re trying to reach. As a result, they are more successful in connecting with customers… and catch the big fish... Fish where the fish are.” Jeremiah Owyang Senior Industry Analyst Forrester Research Flickr // shinyai DON’T FOCUS ON THE TOOLS ©2009 Paul Isakson
- 27. The power of social media is found in the results of people using these tools – the creation of self-organized communities of likeminded people – making it a valuable way for businesses to inspire, inform, understand and connect with the people who buy their products and services. Flickr // daveandsima©2009 Paul Isakson
- 28. IN OTHER WORDS, THE MAGIC OF SOCIAL MEDIA IS NOT WHAT HAPPENS IN SOCIAL MEDIA, BUT WHAT HAPPENS OUTSIDE OF IT, BECAUSE OF IT. ©2009 Paul Isakson Paul Isakson - paulisakson.com
- 29. What are people organizing around? ©2009 Paul Isakson
- 30. Shared Beliefs Shared Interests Shared Values ©2009 Paul Isakson Paul Isakson - paulisakson.com
- 31. How do we connect with people? ©2009 Paul Isakson
- 34. This isn’t what matters. ©2009 Paul Isakson
- 35. Technographics This is. ©2009 Paul Isakson
- 36. Flickr // e-magic©2009 Paul Isakson
- 37. ©2009 Paul Isakson PEOPLE’S BEHAVIORS ARE CHANGING
- 38. What people are doing? ©2009 Paul Isakson
- 39. The Main Behaviors in Social Media 5 Connecting CollaboratingCreating Sharing Consuming ©2009 Paul Isakson Paul Isakson - paulisakson.com
- 40. The Main Behaviors in Social Media 5 Connecting CollaboratingCreating Sharing Consuming ©2009 Paul Isakson
- 41. People are connecting with friends, family, acquaintances and others who share their interests, values, and/or beliefs. Flickr // alexkess Connecting ©2009 Paul Isakson
- 42. Thought Starters: What values, beliefs and interests do you share with the people who buy your products and/or services? Where are those people already spending time that you could connect with them through those things? How can you connect people to other people and things that will help them accomplish their goals? Connecting Flickr // chrisjohnbeckett©2009 Paul Isakson
- 43. The Main Behaviors in Social Media 5 Connecting CollaboratingCreating Sharing Consuming ©2009 Paul Isakson
- 44. People are collaborating with others who share their values, interests, and/or beliefs to accomplish a shared goal, vision or project. Collaborating Flickr // The Moonstone Archive©2009 Paul Isakson
- 45. Collaborating Thought Starters: How can you collaborate with people in a meaningful way? How can you help people collaborate with each other more easily? Flickr // McGarry©2009 Paul Isakson
- 46. The Main Behaviors in Social Media 5 Connecting CollaboratingCreating Sharing Consuming ©2009 Paul Isakson
- 47. Consuming People are consuming content to learn, be entertained, seek validation, feel more connected, etc. Consuming: Watching, Reading, Listening, Skimming, Collecting, etc. Flickr // _alef_©2009 Paul Isakson
- 48. Consuming Thought Starters: What can you teach people that will help them achieve their goals? What can you learn from people that will help you be a better marketer or help you make better products? How can you reward people for consuming and sharing your content? Flickr // GlowPlug©2009 Paul Isakson
- 49. The Main Behaviors in Social Media 5 Connecting CollaboratingCreating Sharing Consuming ©2009 Paul Isakson
- 50. People are creating content of various kinds to express themselves, share their thoughts with others, share a creative talent or passion, and, in some cases, to build their “personal brand.” Content: Photos, Videos, Blog Posts, Tweets, Comments, etc. Creating Flickr // Thomas Hawk©2009 Paul Isakson
- 51. Thought Starters: What can you create that people will benefit from? What can you give to people that will help them create more interesting content to spread? Creating Flickr // Iguana Jo©2009 Paul Isakson
- 52. The Main Behaviors in Social Media 5 Connecting CollaboratingCreating Sharing Consuming ©2009 Paul Isakson
- 53. Sharing People are sharing things they find interesting or important with friends, family and followers. Flickr // Dieter Drescher©2009 Paul Isakson
- 54. Sharing Thought Starters: What can you share that will make the community better? How can you help others share things more easily? Flickr // Iguana Jo©2009 Paul Isakson
- 55. How do we get people to do stuff with us? ©2009 Paul Isakson
- 56. Flickr // paulisakson©2009 Paul Isakson
- 57. THE BEST WAY TO GET PEOPLE TO DO STUFF WITH YOU, IS TO FIRST JOIN THEM IN WHAT THEY ARE ALREADY DOING. ©2009 Paul Isakson Paul Isakson - paulisakson.com
- 58. If you can’t do any of that? ©2009 Paul Isakson
- 59. DO SOMETHING WORTH TALKING ABOUT. Flickr // moriza©2009 Paul Isakson
- 60. And if you can’t do that either? ©2009 Paul Isakson
- 61. Flickr // Patricil JUST LISTEN ©2009 Paul Isakson
- 62. Listen for rich insights related to your brand about what people really want and need. Flickr // EssG©2009 Paul Isakson
- 63. LISTEN FOR OPPORTUNITIES TO MAKE YOUR _______ BETTER. ©2009 Paul Isakson
- 64. Lastly, always remember... ©2009 Paul Isakson
- 65. IT’S NOT WHAT YOU SAY THAT MATTERS, IT’S WHAT YOU DO. ©2009 Paul Isakson Paul Isakson - paulisakson.com
- 66. Thank You ©2009 Paul Isakson
- 67. Paul Isakson Head of Strategy space150 blog / paulisakson.com twitter / @paulisakson email / paul.isakson@gmail.com ©2009 Paul Isakson