This document summarizes the history of communication technologies from the telegraph to the modern internet and social media. It discusses how early networks allowed for one-to-one and one-to-many communication, but modern social networks allow for many-to-many interaction and user-generated content through the read-write web. This has empowered customers and weakened brands' control of messaging. The document argues that social media provides opportunities for low-cost visibility, viral marketing, and harnessing online word of mouth, but that reputation management is a threat to brands that must be addressed.

1. Social MediasGuillaume ERETEOguillaume@ereteo.nettwitter.com/ereteogslideshare.net/ereteog

2. little history of communication « Is it a fact -- or have I dreamt it -- that, by means of electricity, the world of matter has become a great nerve, vibrating thousands of miles in a breathless point of time?»Nathaniel Hawthorne,The House of the seven gables. The Flight of two Owls.London, Collins’ Clear-Type Press, 1851. P. 317-318.

3. prehistory1792 – Chappe brothers: optical telegraph1835 – 1838 : telegraph & Samuel Morse1858 – The first transatlantic cable1867 – Graham Bell creates the phone

4. Computers1946 – ENIAC (Electronic Numerical Integrator and Computer).[Fabien gandon]

5. A networkConnecting machines1955: SABRE (Semi Automated Business Related Environment)

6. Whatis Internet?

7. Internet is a networkconnecting networks worldwide!

8. whatis the Web?

9. The world wide webdistributed system for information accessthrough internet.

10. http://www.web servers

11. 200 000 000 web servers in 2009

12. Trillion of web pages in 2009

13. 2 billion internet usershttp://www.internetworldstats.com/

14. http://www.internetworldstats.com/

15. internet  web  social mediaswhat social medias means?

16. Read … Write web"The Machine is us…ing us"http://www.youtube.com/watch?v=6gmP4nk0EOE

17. a definitioninternet-basedenvironnments in which people gather, interact and publish content.

18. social media landscape

19. Katie Laird – The social Media for business

20. img\workPraticeEvolution.PNGKatie Laird – The social media for business

21. anywhereanytime

22. So whyisthis not enoughnow?

23. 1->n1->n1->n1↔1based on Clay Shirky, TED 2009

24. brands used to control communication about them…

25. … due to their strategic position in the information flowMessage

26. internet n↔nclassic web pages 1↔nblog, forum, social networks, etc. n↔nread-write web

27. But we filled structural holes…Message

28. … which weakened brand voice...Message

29. … and empowered costumers !Message

30. yesterday  broadcasting

31. today and future  networking

32. a dramatic shift for public relationshipshttp://www.youtube.com/watch?v=ciSrNc1v17M

33. example of social medias

46. which threats have to be tackled?

47. reputation management!Theytalking about you…

48. you are hereare you visible online?

49. whichopportunitiescanbehandled?

50. word of mouth

51. makethemspreadyour message!

52. Viral video: lowcostvisibilityhttp://www.youtube.com/watch?hl=en&v=XQcVllWpwGs

53. low cost visibilityhttp://www.youtube.com/watch?hl=en&v=XQcVllWpwGshow much for the same audience on traditional medias?

54. harness the mass!

55. Social media marketing pull people into your business. offer the public useful information, tools and resources to attract people to you interact and develop relationships with consumers on the web.

56. ROI?

57. cost0$

58. (incredibly) low barrier to entryKatie Laird – the social media for business

59. main cost is human resources

60. benefits

61. You are still puzzled?but did you know?http://www.youtube.com/watch?v=6ILQrUrEWe8

62. WelcomeIn the social web

63. Further ReadingClay Shirky, Here Comes Everybody: The Power of Organizing Without Organizations. Penguin Press, 2008.T. O'reilly: What is web 2.0. http://oreilly.com/web2/archive/what-is-web-20.htmlJ. Hendler, N. Shadbolt, W. Hall, T. Berners-Lee, D. Weitzner. Web Science: an interdisciplinaryapproach to understanding the web. Publication of ACM 2008. http://www.web2summit.com/web2009/public/schedule/detail/10194

64. twitter.com/ereteogguillaume@ereteo.netslideshare.net/ereteog