My presentation (with narrative) at Social Media Week in Los Angeles in September 2010.
A video of the presentation is available at j.mp/socialmediaflings (skip to 1hr 13min mark).
(Special thanks to @lanewinfield for design help.)
Viral marketing is a 15yo term with a lot of baggage—and we say it's time to kick it to the curb. Sure, you want your video or marketing campaign to "go viral," but viral isn't what a video or campaign is, it's a term that describes how it spreads. And unlike a real virus, which has the mechanism for spreading built right into it, your video is going to have to work a little harder. In this deck, we'll show you how and why.
Ad crafting updated, the basics of transmedia planningIsabelle Quevilly
What if the days of “integrated” advertising were over? People have shown they can get together to share news and data about what they love.
Look at LOST and Lostpedia, World of Warcraft, AI… Movie and video game industries has worked for long in that direction to support their products over the years.
What if advertising could evolve to a non-linear narrative that your communities can empower on their own?
Social Commerce: Secrets for Turning Social Media into Social SalesMike Lewis
Editors of Social Commerce Today, Paul Marsden and Paul Chaney share top insights from their forthcoming book The Social Commerce Handbook: 20 Secrets for Turning Social Media into Social Sales. Learn how big brands and smart businesses are making social media pay.
This presentation covers a variety of topics:
- Information on how social outlets can be used as an e-commerce tool.
- Tips and tricks on how to do social commerce right.
- Practical principles to help you unlock the sales potential of social media.
Presentation created by Paul Marsden and Paul Chaney.
Ultra Light Startups had it's first Novemberfest to celebrate the over 600 startups that have pitched at the event over the past three years. Check out some of the amazing companies in the slide show.
This presentation shows the 24 metrics which Social Media Hub uses to measure strategic objectives on social media.
For the full webinar of this slides, please visit http://www.socialmediahub.com.sg/ (Under the Webinars section)
An introduction to a new kind of Sponsorship agency. We help brands and rights holders get more from sponsorship by embracing the social web. Listen closer. Connect better. Reach further.
Viral marketing is a 15yo term with a lot of baggage—and we say it's time to kick it to the curb. Sure, you want your video or marketing campaign to "go viral," but viral isn't what a video or campaign is, it's a term that describes how it spreads. And unlike a real virus, which has the mechanism for spreading built right into it, your video is going to have to work a little harder. In this deck, we'll show you how and why.
Ad crafting updated, the basics of transmedia planningIsabelle Quevilly
What if the days of “integrated” advertising were over? People have shown they can get together to share news and data about what they love.
Look at LOST and Lostpedia, World of Warcraft, AI… Movie and video game industries has worked for long in that direction to support their products over the years.
What if advertising could evolve to a non-linear narrative that your communities can empower on their own?
Social Commerce: Secrets for Turning Social Media into Social SalesMike Lewis
Editors of Social Commerce Today, Paul Marsden and Paul Chaney share top insights from their forthcoming book The Social Commerce Handbook: 20 Secrets for Turning Social Media into Social Sales. Learn how big brands and smart businesses are making social media pay.
This presentation covers a variety of topics:
- Information on how social outlets can be used as an e-commerce tool.
- Tips and tricks on how to do social commerce right.
- Practical principles to help you unlock the sales potential of social media.
Presentation created by Paul Marsden and Paul Chaney.
Ultra Light Startups had it's first Novemberfest to celebrate the over 600 startups that have pitched at the event over the past three years. Check out some of the amazing companies in the slide show.
This presentation shows the 24 metrics which Social Media Hub uses to measure strategic objectives on social media.
For the full webinar of this slides, please visit http://www.socialmediahub.com.sg/ (Under the Webinars section)
An introduction to a new kind of Sponsorship agency. We help brands and rights holders get more from sponsorship by embracing the social web. Listen closer. Connect better. Reach further.
This was a presentation that I gave back in April. Since then we have done more advanced Transmedia work and I hope to share that case study soon when we get the full results. Sorry it took so long to upload this.
Brands are living and breathing entities that are born, grow up and then need to change.
Change may be a tweak of a logo, change of font or something more radical.
In the era of social media, however, re-branding takes on entirely new challenges. Ask the Gap and Vegemite, among others.
This presentation covers:
- the dos and don'ts of re-branding in the era of social media
- examples of successes and failures
- how re-branding should be used to inject social media into the core of a brand's DNA to bring about real change.
Followers, Fans and Fairytale Endings: How to Monetize Social Media.Thomas Marzano
The latest study from iStrategy features contributions and expert guidance from leading digital marketers - including Facebook's Director of Sales, Matt Henman and McDonalds' Director of Social Media, Rick Wion - on how to monetize social media.
Presented for Montreal Girl Geeks, January 2013
http://montrealgirlgeeks.com
Red Bull, McDonald’s, Starbucks. These are just a few brands that fully take advantage of social media as part of their overall business strategy. In an age where voicing opinions and connecting online are second nature, social media has now become more essential than ever as a way to research, create relationships and shape brand perception.
However, what does it take to employ social media beyond a local business level, when there are dozens of markets, thousands of employees and millions of conversations to manage worldwide? What does it take to do it well? And even though all the other kids are doing it – is social media really worth investing in?
Together we’ll discuss what enterprises need to consider before embarking on a social media journey, how that journey requires Social Media to become an integral part of a multinational’s business and marketing plans, what it means to create a truly global strategy, and some tools and guidelines to get there.
Red Bull, McDonald’s, Starbucks. These are just a few brands that fully take advantage of social media as part of their overall business strategy. In an age where voicing opinions and connecting online are second nature, social media has now become more essential than ever as a way to research, create relationships and shape brand perception.
However, what does it take to employ social media beyond a local business level, when there are dozens of markets, thousands of employees and millions of conversations to manage worldwide? What does it take to do it well? And even though all the other kids are doing it – is social media really worth investing in?
Mandy Poon, Digital Marketing Consultant @w.illi.am/ presents what enterprises need to consider before embarking on a social media journey, how that journey requires Social Media to become an integral part of a multinational’s business and marketing plans, what it means to create a truly global strategy, and some tools and guidelines to get there.
Facebook Marketing Model: Brand Socialization☀ Michel Demoor
While reflecting on the powerful elements that make Facebook a valuable marketing medium, I realized I was creating a model that was applicable to all social media. Looking for feedback and improvement-points I leave it here at your C-ontribution. Surprise me ;-)
This talk was presented at Marketing Kingdom, Zagreb, 15 March 2013.
#Kingdom13 - feedback and reactions.
Ideas on Social & Innovation Waves
Socia is whatever we want it to be. Some of the greatest marketing minds are even themselves at odds for how to tackle social... yet it's all quite simple. It has to be.
We also look at the history of innovation, from early water power and printing to the industrial revolution and now digital. The cycles of innovation has accelerated with this Fifth Wave - the digital evolution.
We also talk of the highly recommended book - Crossing the Chasm - from Geoffrey Moore, where companies can learn how to cross their own business canyons.. to translate their traditional businesses into more enduring C21st entities online.
Touching on changes in media too, from the reversal of the traditional broadcasting model to more consumer-held models, we now need to feed consumers branded and crucially unbranded stories, which they can use within their own networks and groups.
Other topics we need to engage more in for social include better attention to what consumers and audiences are already saying. Responsiveness will win the day with more demonstrable engagement from the winning brands being increasingly recognized the mainstream public. Social media will continue to be a fore-runner in customer care and service, even cross and up-selling too.
Revisiting some important fundamentals in marketing and management, this talk also engages C-suite level debate on issues and opportunities affecting the industries of advertising, digital and public relations, as they increasingly converge and messages become no longer tied to particular channels.
Overall talk length: 45mins, interactive.
Social Ideas: mUmBRELLA and TCO Social Media AcademyTCO
A presentation that explores the creation & planning of a specific Social Idea that harnesses owned & shared media to earn its own media! This will be useful to help understand how to plan & use tactical social media activities to gain awareness of your brand / business activities.
You Don't Need a Social Media Strategy (Washington DC Edition)Eric Weaver
WASHINGTON, DC, USA - June 17, 2010 - Presentation for Jeff Pulver's 140 Characters Conference (#140conf).
Audiences: marketers, advertisers, strategists.
5 Things Startups Get Wrong {A Marketer's Perspective}Saneel Radia
This is a 'non-presentation' I gave at the Smart City Startups Festival in April 2015. It dispels the notion that growth hacking replaces marketing (although it is highly valuable for early stage startups). I lay out five mistakes I see startups make as they attempt to move beyond their early adopters. Each topic begins with the problem, presents an inspirational case study (of a tech startup that scaled beyond their hardcore early adopters), and offers a practical solution that aims to set startups down the right path. The presentation served as a prop as I dove into discussions with real startups at the event and helped them work through these problem areas.
How Ad Agencies Become Innovation PartnersSaneel Radia
This is a 10-minute presentation I gave at the Digiday Agency Summit in Oct 2014. It explains why Lateral Innovation is the best opportunity for agencies to help clients with their innovation efforts. It compares how GE talks about innovation over a 60-year period to illustrate the differences in Vertical vs. Lateral Innovation. Finally, it stresses a need for agencies to invest more heavily in financial and commercial expertise to effectively play the role of "innovation partner" for any client.
Like all of my presentations, it loses quite a bit without voice-over, but you can read about this and other innovation philosophy in-depth at http://finch15.com/blog.
This was a presentation that I gave back in April. Since then we have done more advanced Transmedia work and I hope to share that case study soon when we get the full results. Sorry it took so long to upload this.
Brands are living and breathing entities that are born, grow up and then need to change.
Change may be a tweak of a logo, change of font or something more radical.
In the era of social media, however, re-branding takes on entirely new challenges. Ask the Gap and Vegemite, among others.
This presentation covers:
- the dos and don'ts of re-branding in the era of social media
- examples of successes and failures
- how re-branding should be used to inject social media into the core of a brand's DNA to bring about real change.
Followers, Fans and Fairytale Endings: How to Monetize Social Media.Thomas Marzano
The latest study from iStrategy features contributions and expert guidance from leading digital marketers - including Facebook's Director of Sales, Matt Henman and McDonalds' Director of Social Media, Rick Wion - on how to monetize social media.
Presented for Montreal Girl Geeks, January 2013
http://montrealgirlgeeks.com
Red Bull, McDonald’s, Starbucks. These are just a few brands that fully take advantage of social media as part of their overall business strategy. In an age where voicing opinions and connecting online are second nature, social media has now become more essential than ever as a way to research, create relationships and shape brand perception.
However, what does it take to employ social media beyond a local business level, when there are dozens of markets, thousands of employees and millions of conversations to manage worldwide? What does it take to do it well? And even though all the other kids are doing it – is social media really worth investing in?
Together we’ll discuss what enterprises need to consider before embarking on a social media journey, how that journey requires Social Media to become an integral part of a multinational’s business and marketing plans, what it means to create a truly global strategy, and some tools and guidelines to get there.
Red Bull, McDonald’s, Starbucks. These are just a few brands that fully take advantage of social media as part of their overall business strategy. In an age where voicing opinions and connecting online are second nature, social media has now become more essential than ever as a way to research, create relationships and shape brand perception.
However, what does it take to employ social media beyond a local business level, when there are dozens of markets, thousands of employees and millions of conversations to manage worldwide? What does it take to do it well? And even though all the other kids are doing it – is social media really worth investing in?
Mandy Poon, Digital Marketing Consultant @w.illi.am/ presents what enterprises need to consider before embarking on a social media journey, how that journey requires Social Media to become an integral part of a multinational’s business and marketing plans, what it means to create a truly global strategy, and some tools and guidelines to get there.
Facebook Marketing Model: Brand Socialization☀ Michel Demoor
While reflecting on the powerful elements that make Facebook a valuable marketing medium, I realized I was creating a model that was applicable to all social media. Looking for feedback and improvement-points I leave it here at your C-ontribution. Surprise me ;-)
This talk was presented at Marketing Kingdom, Zagreb, 15 March 2013.
#Kingdom13 - feedback and reactions.
Ideas on Social & Innovation Waves
Socia is whatever we want it to be. Some of the greatest marketing minds are even themselves at odds for how to tackle social... yet it's all quite simple. It has to be.
We also look at the history of innovation, from early water power and printing to the industrial revolution and now digital. The cycles of innovation has accelerated with this Fifth Wave - the digital evolution.
We also talk of the highly recommended book - Crossing the Chasm - from Geoffrey Moore, where companies can learn how to cross their own business canyons.. to translate their traditional businesses into more enduring C21st entities online.
Touching on changes in media too, from the reversal of the traditional broadcasting model to more consumer-held models, we now need to feed consumers branded and crucially unbranded stories, which they can use within their own networks and groups.
Other topics we need to engage more in for social include better attention to what consumers and audiences are already saying. Responsiveness will win the day with more demonstrable engagement from the winning brands being increasingly recognized the mainstream public. Social media will continue to be a fore-runner in customer care and service, even cross and up-selling too.
Revisiting some important fundamentals in marketing and management, this talk also engages C-suite level debate on issues and opportunities affecting the industries of advertising, digital and public relations, as they increasingly converge and messages become no longer tied to particular channels.
Overall talk length: 45mins, interactive.
Social Ideas: mUmBRELLA and TCO Social Media AcademyTCO
A presentation that explores the creation & planning of a specific Social Idea that harnesses owned & shared media to earn its own media! This will be useful to help understand how to plan & use tactical social media activities to gain awareness of your brand / business activities.
You Don't Need a Social Media Strategy (Washington DC Edition)Eric Weaver
WASHINGTON, DC, USA - June 17, 2010 - Presentation for Jeff Pulver's 140 Characters Conference (#140conf).
Audiences: marketers, advertisers, strategists.
5 Things Startups Get Wrong {A Marketer's Perspective}Saneel Radia
This is a 'non-presentation' I gave at the Smart City Startups Festival in April 2015. It dispels the notion that growth hacking replaces marketing (although it is highly valuable for early stage startups). I lay out five mistakes I see startups make as they attempt to move beyond their early adopters. Each topic begins with the problem, presents an inspirational case study (of a tech startup that scaled beyond their hardcore early adopters), and offers a practical solution that aims to set startups down the right path. The presentation served as a prop as I dove into discussions with real startups at the event and helped them work through these problem areas.
How Ad Agencies Become Innovation PartnersSaneel Radia
This is a 10-minute presentation I gave at the Digiday Agency Summit in Oct 2014. It explains why Lateral Innovation is the best opportunity for agencies to help clients with their innovation efforts. It compares how GE talks about innovation over a 60-year period to illustrate the differences in Vertical vs. Lateral Innovation. Finally, it stresses a need for agencies to invest more heavily in financial and commercial expertise to effectively play the role of "innovation partner" for any client.
Like all of my presentations, it loses quite a bit without voice-over, but you can read about this and other innovation philosophy in-depth at http://finch15.com/blog.
Advertising agencies are obsessed with innovation. They also have one of the most unique sets of creative talent of any industry. Yet the creative department is the most suspicious of "innovation" of any group at the agency. Could it be that actually Creative Directors hold the keys to converting ad agencies into what so many desire: innovation partners to clients?
(special thanks to @seelydiaplay for presentation design help)
Introduction to Innovation & Disruptive ModelsSaneel Radia
This first half of a presentation to young advertising professionals seeking an overview on product innovation, innovators dilemma and the role of marketing in the innovation process.
Screw Earning Media, Start Earning ValueSaneel Radia
Slides from a talk @shaunabe and I gave at Social Media Week 2012 in NYC. We discuss the use of social media to earn things from customers beyond a purchase. When seeing what these companies get out of their audiences, we think "earning media"is trivial by comparison. Video of the presentation can be seen here: http://j.mp/wZr65B.
This is a presentation I gave at Miami Ad School in DUMBO to a class on digital product development. It focuses on how digital products are ripe for co-creation, which I think (hope?) will be a key element of the future of agencies.
Rethinking Media: A Planningness 2010 PresentationSaneel Radia
This is the presentation I gave at Planningness in Brooklyn in October 2010. I must apologize as it uses BBH work examples, something I generally don't do. However, we were setting up a work session to evaluate how planners could help agencies rethink media. BBH was the guinea pig.
Impact of Digital Revolution on Ad AgenciesSaneel Radia
I was asked to present on "the impact of digital on advertising agencies" to an NYU Stern School of Business EMBA class in July 2010.
I was specifically asked about how Media Design as an idea (my personal Berlin School of Creative Leadership thesis) fits into this impact.
9. PAID MEDIA
Channels brands pay to use
EARNED MEDIA
People as channels
OWNED MEDIA
Channels brands control
This construct isn’t wrong. It’s how we approach
it…
10. EARNED
PAID
OWNED
… which is as a FUNNEL. Why do marketers love funnels so damn much?
The goal is to get people through.
Paid media doesn’t brand build– you’re buying likes.
Earned media is sweet, sweet heaven.
Owned media is *closing* the deal.
Even when we don’t show this funnel to clients, the thinking is clearly there.
11. EARNED
PAID
OWNED
3 MAJOR ISSUES
But actually, thinking in a funnel kinda
sucks.
12. PAID
EARNED
OWNED
IT REALLY LOOKS LIKE THIS
So few people make it to the end and they’re generally an echo chamber of hardcore fans. this isn’t bad– but it’s not broad enough to drive social media
strategy.
This type of thinking is exactly the mistake most marketers made with click‐thru‐rates years ago. 99.9% of what we were doing was considered value‐less– a
means to an end.
13. PAID
EARNED
OWNED
IT REALLY LOOKS LIKE THIS
BRAND = SOCIAL OBJECT
The second issue with the funnel is that when the end game is “OWNED MEDIA”, it’s like believing we’re the center of the universe.
No one wanted to hear Galileo talk about‐ well the freakin’ SUN‐ so I hope I’m not found “vehemently suspect of heresy” as he was.
.
14. SOCIAL OBJECT
“the reason two people are talking to each other, as
opposed to talking to somebody else.”
HUGH MACLEOD
Social object = why 2 people are talking to each other. this can be a movie, a shared history, the fact that we’re plane neighbors (no but really don’t talk to
me on planes)
It seems insane to think of a world where that Social Object would always be 1 of the 2 people (except maybe Kanye)
So why do brands do it? Why do they force people to talk only about the brand? It’s a bit Copernicus of us all, no?
15. PAID
EARNED
OWNED
IT REALLY LOOKS LIKE THIS
BRAND = SOCIAL OBJECT
REQUIRES A BIG COMMITMENT
Even the word “owned” shows how we think about it.
It’s OURS and you’re either IN or you’re OUT.
16. TILL OPT-OUT DO US PART
You really have to love someone to marry them if they only talk about
themselves.
17. WHAT HAPPENS WHEN
BRANDS ALLOW OTHER
SOCIAL OBJECTS?
What if a brand we’re to be willing to socialize around all those other things people connect
about?
19. What’s a social media fling
look like?
What are some things people might say if we didn’t a) only talk about ourselves and b) demand such commitment from them?
20. What’s a social media fling
look like?
LET’S HANG OUT...
for right now
What if a person only had to “opt in” for a bit, naturally and without having to “opt
out?”
21. What’s a social media fling
look like?
LET’S HANG OUT...
only when it’s relevant
for right now
What if someone knew our only connecbon would be when it was relevant– and not because our data knew it was a “transacbon” moment?
22. What’s a social media fling
look like?
LET’S HANG OUT...
when you can credibly
contribute
only when it’s relevant
for right now
People would be open to it if we were credible, no?. They might be socializing about something and welcome a brand with a credible / interesbng point‐of‐
view.
For example, Red Bull feels like a brand that can credibly talk about Extreme Sports. I mean, they built Shaun White a half pipe, so they probably know a
thing or 2—
or at least have cool stories.
23. What’s a social media fling
look like?
LET’S HANG OUT...
in specific company
when you can credibly contribute
only when it’s relevant
for right now
The biggest shie in social media in the last year has been our ability to organize contacts be:er– Twi:er lists, understandable FB privacy sefng, etc.
Clearly people don’t see their network as A network, but a digital collecbon of MANY networks.
So why don’t brands try to figure out where they fit in? Because that’s NOT part of the funnel mentality.
25. WHERE CAN BRANDS HAVE FLINGS?
IN THE RIPPLES AROUND
SOCIAL OBJECTS
26. VIDEO RESPONSES
INTEREST-BASED
COMMUNITIES BLOG COMMENTS
HASHTAG
PRODUCT CONVERSATIONS
REVIEWS
GEO-MOBILE
CASUAL GAME OPPORTUNITIES
LOBBIES
MULTIPLAYER GAMING
SCAFFOLDING
Flings can live in all of these places. They seem small at first, but just stop and think about how much you’re influenced about things you care about in these
environments.
I love technology & food. Much of my discovery/opinion/thinking about those subjects come from people I have no formal social media relabonship with.
These are powerful ships passing in the night.
27. POP-UP COMMUNITIES MOMENTS IN TIME
CURRENTS OF DIALOGUE
This is by no means comprehensive, but flings fall in a few types of clear categories.
Pop‐up communibes = dsicussion / engagement around any piece of content. think blog comments, reviews & response videos**
Currents of dialogue= any passion subject has a flow through. people just gefng into gardening, people preparing for a child, people becoming experts in
biology.
Moments in bme = real‐world events that people “gather around.” think elecbons, Monday Night Football, holidays, fesbvals.
28. WHY ARE
FLINGS GREAT?
★ Way more people will have ‘em
★ They can be meaningful
★ Brands get to be more human
★ Digital media is headed there
29. A MORE SOCIAL
MEDIA LANDSCAPE
COMMITMENTS FLINGS
Ditching the funnel opens up our eyes to how social the ENTIRE media landscape is.
Think about all of those ripples inside content properbes – not “social media”.
Now imagine we saw the value in this collecbvely as an industry? How much would brand push on sites to be *more* social in their offerings?
The good news is all sites and apps are trying to be more social at this point because traffic/usage depends on it.
30. WHERE BEING
COMMITTED…
Commitment isn’t bad… it just doesn’t feel like
enough.
31. DOESN’T RULE
OUT HAVING A FLING
…when there are so many more opportunibes for brands.
So let’s open up our relabonships from commitment only and start having FLINGS.
33. DISCUSSION:
WHAT MUST
BRANDS TO HAVE
FLINGS?
The Social Media Week event then broke into discussion groups and we idenbfied what brands could do to have flings.
An interesbng conclusion was that most people felt almost every brand (even those that are the opposite of lifestyle brands) could have flings in areas at
bmes only tangenbally related to their product category. In fact, a brand like Starbucks was acknowledged to have flingy‐ness in everything from music to
technology to local community to news events. That’s a huge opportunity for a brand to expand their social presence outside their cult of fans.
If you want to know more about our discussion, ping me on twi:er: @saneel.