My presentation at the Figaro Digital Seminar at the Hospital Club. Disruption marketing and how social media encourages us to think differently about how we have a conversation.

1. Social media disruption
Five by Five, 10 Feb 2010
Chris Buckley

2. Marketing
Where did that go then?

3. Disruption is not
always obvious
(Even if you are the market leader)

4. Disruption is not
always obvious
(Even if you are the market leader)
This ‘telephone’ has too many shortcomings
to be seriously considered as a means of communications.
The device is inherently of no value to us.
Western Union internal memo (1876)

5. Disruption is not
always obvious
(Even if you are the market leader)
The problem with television is that people
must sit and keep their eyes glued on a screen; the average
American family hasn’t time for it.
The New York Times (1939)

6. Disruption is not
always obvious
(Even if you are the market leader)
The Internet?
We are not interested in it.
Bill Gates (1993)

7. Social media is disrupting
the way we do business
(Traditional models don’t work)

8. Social media is disrupting
the way we do business
(Traditional models don’t work)
Mass media is expensive
and focused on reach with diminishing returns
People are overexposed
3k message a day, not that anyone is counting
We’ve developed natural filts
99.9% doesn’t get through
We time travel
Who watches all the ads?

9. One click away
Exciting or terrifying?

10. Social media are the disruption drivers
(The tools and platforms have turned the Internet
into a global, hyper-word-of-mouth engine)

11. Social media are the disruption drivers
(The tools and platforms have turned the Internet
into a global, hyper-word-of-mouth engine)
Insert obligatory head-messing, too-small-to-see picture-gram
of all the social platforms to scare audience here

12. Three trends worth a mention
(Hard to get it down to three...)

13. Three trends worth a mention
(Hard to get it down to three...)
Three-screen nation
Mobilised community, always on the go
Content supply chain evolution
Disintermediation and freemium models
Content explosion
No need to code to share

14. Get in
Engage, don’t advertise

15. Do something interesting
(Guitar hero 5 - Activision)
@guitarherouk Twitter profile
was set up in April 2009
2,823 followers as of 17 November 2009
Organic growth no promotion
411 updates, which averages at 2 updates per day

16. Engagement driven by passion points
‘Who’s you favourite guitarist?’
‘What’s your favourite guitar solo?’
‘How many of you out there played
guitar hero last night?’

17. Different relationships
Customer service Advocates PR
Comments and suggestions

18. Social media optimisation

19. Do a world record

20. Guitar hero 5 world record
Pre-event amplification and engagement

21. Guitar hero 5 world record
PR

22. Guitar hero 5 world record
Pre-event localized content

23. Guitar hero 5 world record
Live event updates

24. Guitar hero 5 world record
Post-event

25. Social brand strategy
Create valuable relationships in social spaces

26. Social media out performs
paid advertising
(Actively listen)

27. Crowd sourcing the Samsung i8910HD
(Create win-win relationships)

28. Sony MAG
(Appropriate social behaviours)

29. Last thoughts
(What next?)
Monetise this stuff
Geo info, loyalty, advocate behaviours
Get a SMO strategy
Search war for real-time. Content matters
Detach and distribute content
Lube your content - slippy, not sticky
Get hot for the data
Actionable insights?

30. Continue the
conversation?
fivebyfivedigital.com
@fbfdigital