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IT’S NOT WHAT
      YOU SAY THAT
      MATTERS, IT’S
      WHAT YOU DO.
©2009 Paul Isakson   Paul Isakson - paulisakson.com
The World’s Best
                           Social Media Marketing
                           Presentation* by
                           Paul Isakson
                           Head of Strategy
                           space150
                           paulisakson.com




*A tribute to Paul Arden                            ©2009 Paul Isakson
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
Why does social media matter?




©2009 Paul Isakson
2/3
©2009 Paul Isakson




        Global Internet Population Visit Social Networks


 Source: http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/   Flickr // Spencer E Holtaway
4/5
©2009 Paul Isakson




        U.S. Online Adults Participate In Social Media


 Source: http://blogs.forrester.com/groundswell/2009/08/social-technology-growth-marches-on-in-2009-led-by-social-network-sites.html#   Flickr // davefishernc
©2009 Paul Isakson




  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/   Flickr // NathanFromDeVryEET
All of this is creating a
                 growing number of
                    conversations...




©2009 Paul Isakson
both in social media and in
                      people’s real world lives.




©2009 Paul Isakson
Often, these
                 conversations are of
                 minimal importance
                   to marketing or
                    your brand.




©2009 Paul Isakson
But sometimes, they are
                     about, or are related to,
                           your brand.




©2009 Paul Isakson
Why does that matter?




©2009 Paul Isakson
"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
Source: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110641   ©2009 Paul Isakson
PEOPLE’S BEHAVIORS
       ARE CHANGING



©2009 Paul Isakson
“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)




©2009 Paul Isakson                                          Flickr // Rain Rabbit
“A revolution doesn't

                A REVOLUTION
                       happen when a society
                       adopts new tools. It
                       happens when society
                   IS IN PROCESS
                       adopts new behaviours...”
                        Clay Shirky
                        Author, Consultant, Professor at NYU
                        Us Now (Film)




©2009 Paul Isakson                                             Flickr // Rain Rabbit
IT’S TIME FOR
               MARKETERS TO
               ADOPT NEW
               BEHAVIORS
©2009 Paul Isakson             Flickr // Andrew Huff
THE FUTURE OF
               MARKETING IS NOT
               ABOUT DOING AND
               SAYING THINGS
               TO PEOPLE
©2009 Paul Isakson            Flickr // Arnisto.com
THE FUTURE OF
              MARKETING IS
              ABOUT DOING
              THINGS WITH AND
              FOR PEOPLE
©2009 Paul Isakson         Paul Isakson - paulisakson.com
Marketing and social media




©2009 Paul Isakson
“People don’t want marketing
                     messages in social networks
                     or when they are having a
                     dinner party.”

                     Jason Calacanis
                     CEO
                     Mahalo.com / Internet Entrepreneur




©2009 Paul Isakson
                                                          Flickr // ElectricSheep
“People don’t want marketing

           DON’T MARKET
                     messages in social networks or
                     when they are having a dinner
                     party.”

                 TO PEOPLE
                     Jason Calacanis
                     CEO
                     Mahalo.com / Internet Entrepreneur




©2009 Paul Isakson
Marketing in
      Blogs          Facebook      Twitter   YouTube
                                                         social media



                                                           is often
       Flickr        FriendFeed   LinkedIn   Delicious     narrowly
                                                           viewed



                                                         and talked
        Digg          Last.fm     MySpace    Wikipedia
                                                         about as the




                                                         tools people
  Pandora              Plaxo      Seesmic     Vimeo      use within it.
©2009 Paul Isakson
“(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




©2009 Paul Isakson
                                               Flickr // shinyai
”Companies approach social media in two
                     different ways.

                     The first way, the companies focus on the
                     features, tools and technologies, yet fail to


          DON’T FOCUS
                     understand the behaviors of their own
                     customers online. As a result, they miss the
                     mark.



            ON THE TOOLS
                     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




©2009 Paul Isakson
                                                                     Flickr // shinyai
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.
©2009 Paul Isakson
                                                            Flickr // daveandsima
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
What are people organizing around?




©2009 Paul Isakson
Shared
                             Values



                      Shared          Shared
                     Interests        Beliefs



©2009 Paul Isakson                              Paul Isakson - paulisakson.com
How do we connect with people?




©2009 Paul Isakson
©2009 Paul Isakson
Technographics




©2009 Paul Isakson
This isn’t
                     what matters.




©2009 Paul Isakson
Technographics



                             This is.




©2009 Paul Isakson
©2009 Paul Isakson
                     Flickr // e-magic
PEOPLE’S BEHAVIORS
       ARE CHANGING



©2009 Paul Isakson
What people are doing?




©2009 Paul Isakson
5
 The
                                Connecting



                     Creating            Collaborating




 Main Behaviors          Sharing      Consuming
 in Social Media

©2009 Paul Isakson                           Paul Isakson - paulisakson.com
5
 The
                                Connecting



                     Creating            Collaborating




 Main Behaviors          Sharing      Consuming
 in Social Media

©2009 Paul Isakson
People are connecting with friends,
                      family, acquaintances and others
         Connecting
                      who share their interests, values,
                      and/or beliefs.




©2009 Paul Isakson                                    Flickr // alexkess
Thought Starters:
                      What values, beliefs and interests
                      do you share with the people who
                      buy your products and/or services?
         Connecting   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?

©2009 Paul Isakson                                 Flickr // chrisjohnbeckett
5
 The
                                Connecting



                     Creating            Collaborating




 Main Behaviors          Sharing      Consuming
 in Social Media

©2009 Paul Isakson
People are collaborating with others
                      who share their values, interests,
      Collaborating
                      and/or beliefs to accomplish a
                      shared goal, vision or project.




©2009 Paul Isakson                               Flickr // The Moonstone Archive
Thought Starters:
                      How can you collaborate with people
      Collaborating   in a meaningful way?
                      How can you help people collaborate
                      with each other more easily?




©2009 Paul Isakson                                   Flickr // McGarry
5
 The
                                Connecting



                     Creating            Collaborating




 Main Behaviors          Sharing      Consuming
 in Social Media

©2009 Paul Isakson
People are consuming content to
                     learn, be entertained, seek validation,
                     feel more connected, etc.
         Consuming
                     Consuming:
                     Watching, Reading, Listening,
                     Skimming, Collecting, etc.




©2009 Paul Isakson                                      Flickr // _alef_
Thought Starters:
                     What can you teach people that will
                     help them achieve their goals?
                     What can you learn from people that
         Consuming   will help you be a better marketer or
                     help you make better products?
                     How can you reward people for
                     consuming and sharing your
                     content?



©2009 Paul Isakson                                    Flickr // GlowPlug
5
 The
                                Connecting



                     Creating            Collaborating




 Main Behaviors          Sharing      Consuming
 in Social Media

©2009 Paul Isakson
People are creating content of
                          various kinds to express
                          themselves, share their thoughts
                          with others, share a creative talent
               Creating   or passion, and, in some cases, to
                          build their “personal brand.”
                          Content:
                          Photos, Videos, Blog Posts, Tweets,
                          Comments, etc.




©2009 Paul Isakson                                        Flickr // Thomas Hawk
Thought Starters:
                          What can you create that people will
                          benefit from?
               Creating
                          What can you give to people that will
                          help them create more interesting
                          content to spread?




©2009 Paul Isakson                                        Flickr // Iguana Jo
5
 The
                                Connecting



                     Creating            Collaborating




 Main Behaviors          Sharing      Consuming
 in Social Media

©2009 Paul Isakson
People are sharing things they find
                Sharing   interesting or important with friends,
                          family and followers.




©2009 Paul Isakson                                       Flickr // Dieter Drescher
Thought Starters:
                          What can you share that will make
                Sharing   the community better?
                          How can you help others share
                          things more easily?




©2009 Paul Isakson                                        Flickr // Iguana Jo
How do we get people to do stuff with us?




©2009 Paul Isakson
©2009 Paul Isakson   Flickr // paulisakson
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
If you can’t do any of that?




©2009 Paul Isakson
DO SOMETHING WORTH
 TALKING ABOUT.




©2009 Paul Isakson    Flickr // moriza
And if you can’t do that either?




©2009 Paul Isakson
JUST
    LISTEN




©2009 Paul Isakson   Flickr // Patricil
Listen for rich
                     insights related to
                     your brand about
                     what people really
                      want and need.




©2009 Paul Isakson                    Flickr // EssG
LISTEN FOR OPPORTUNITIES TO
  MAKE YOUR _______ BETTER.
©2009 Paul Isakson
Lastly, always remember...




©2009 Paul Isakson
IT’S NOT WHAT
      YOU SAY THAT
      MATTERS, IT’S
      WHAT YOU DO.
©2009 Paul Isakson   Paul Isakson - paulisakson.com
Thank You




©2009 Paul Isakson
Paul Isakson
                     Head of Strategy
                     space150

                     blog / paulisakson.com
                     twitter / @paulisakson
                     email / paul.isakson@gmail.com




©2009 Paul Isakson

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Social Media: It's Not What You Say That Matters

  • 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 *A tribute to Paul Arden ©2009 Paul Isakson
  • 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. 2/3 ©2009 Paul Isakson Global Internet Population Visit Social Networks Source: http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/ Flickr // Spencer E Holtaway
  • 6. 4/5 ©2009 Paul Isakson U.S. Online Adults Participate In Social Media Source: http://blogs.forrester.com/groundswell/2009/08/social-technology-growth-marches-on-in-2009-led-by-social-network-sites.html# Flickr // davefishernc
  • 7. ©2009 Paul Isakson 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/ Flickr // NathanFromDeVryEET
  • 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
  • 15. PEOPLE’S BEHAVIORS ARE CHANGING ©2009 Paul Isakson
  • 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) ©2009 Paul Isakson Flickr // Rain Rabbit
  • 17. “A revolution doesn't A REVOLUTION happen when a society adopts new tools. It happens when society IS IN PROCESS adopts new behaviours...” Clay Shirky Author, Consultant, Professor at NYU Us Now (Film) ©2009 Paul Isakson Flickr // Rain Rabbit
  • 18. IT’S TIME FOR MARKETERS TO ADOPT NEW BEHAVIORS ©2009 Paul Isakson Flickr // Andrew Huff
  • 19. THE FUTURE OF MARKETING IS NOT ABOUT DOING AND SAYING THINGS TO PEOPLE ©2009 Paul Isakson Flickr // Arnisto.com
  • 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 ©2009 Paul Isakson Flickr // ElectricSheep
  • 23. “People don’t want marketing DON’T MARKET messages in social networks or when they are having a dinner party.” TO PEOPLE Jason Calacanis CEO Mahalo.com / Internet Entrepreneur ©2009 Paul Isakson
  • 24. Marketing in Blogs Facebook Twitter YouTube social media is often Flickr FriendFeed LinkedIn Delicious narrowly viewed and talked Digg Last.fm MySpace Wikipedia about as the tools people Pandora Plaxo Seesmic Vimeo 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 ©2009 Paul Isakson Flickr // shinyai
  • 26. ”Companies approach social media in two different ways. The first way, the companies focus on the features, tools and technologies, yet fail to DON’T FOCUS understand the behaviors of their own customers online. As a result, they miss the mark. ON THE TOOLS 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 ©2009 Paul Isakson Flickr // shinyai
  • 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. ©2009 Paul Isakson Flickr // daveandsima
  • 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 Values Shared Shared Interests Beliefs ©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. ©2009 Paul Isakson Flickr // e-magic
  • 37. PEOPLE’S BEHAVIORS ARE CHANGING ©2009 Paul Isakson
  • 38. What people are doing? ©2009 Paul Isakson
  • 39. 5 The Connecting Creating Collaborating Main Behaviors Sharing Consuming in Social Media ©2009 Paul Isakson Paul Isakson - paulisakson.com
  • 40. 5 The Connecting Creating Collaborating Main Behaviors Sharing Consuming in Social Media ©2009 Paul Isakson
  • 41. People are connecting with friends, family, acquaintances and others Connecting who share their interests, values, and/or beliefs. ©2009 Paul Isakson Flickr // alexkess
  • 42. Thought Starters: What values, beliefs and interests do you share with the people who buy your products and/or services? Connecting 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? ©2009 Paul Isakson Flickr // chrisjohnbeckett
  • 43. 5 The Connecting Creating Collaborating Main Behaviors Sharing Consuming in Social Media ©2009 Paul Isakson
  • 44. People are collaborating with others who share their values, interests, Collaborating and/or beliefs to accomplish a shared goal, vision or project. ©2009 Paul Isakson Flickr // The Moonstone Archive
  • 45. Thought Starters: How can you collaborate with people Collaborating in a meaningful way? How can you help people collaborate with each other more easily? ©2009 Paul Isakson Flickr // McGarry
  • 46. 5 The Connecting Creating Collaborating Main Behaviors Sharing Consuming in Social Media ©2009 Paul Isakson
  • 47. People are consuming content to learn, be entertained, seek validation, feel more connected, etc. Consuming Consuming: Watching, Reading, Listening, Skimming, Collecting, etc. ©2009 Paul Isakson Flickr // _alef_
  • 48. Thought Starters: What can you teach people that will help them achieve their goals? What can you learn from people that Consuming will help you be a better marketer or help you make better products? How can you reward people for consuming and sharing your content? ©2009 Paul Isakson Flickr // GlowPlug
  • 49. 5 The Connecting Creating Collaborating Main Behaviors Sharing Consuming in Social Media ©2009 Paul Isakson
  • 50. People are creating content of various kinds to express themselves, share their thoughts with others, share a creative talent Creating or passion, and, in some cases, to build their “personal brand.” Content: Photos, Videos, Blog Posts, Tweets, Comments, etc. ©2009 Paul Isakson Flickr // Thomas Hawk
  • 51. Thought Starters: What can you create that people will benefit from? Creating What can you give to people that will help them create more interesting content to spread? ©2009 Paul Isakson Flickr // Iguana Jo
  • 52. 5 The Connecting Creating Collaborating Main Behaviors Sharing Consuming in Social Media ©2009 Paul Isakson
  • 53. People are sharing things they find Sharing interesting or important with friends, family and followers. ©2009 Paul Isakson Flickr // Dieter Drescher
  • 54. Thought Starters: What can you share that will make Sharing the community better? How can you help others share things more easily? ©2009 Paul Isakson Flickr // Iguana Jo
  • 55. How do we get people to do stuff with us? ©2009 Paul Isakson
  • 56. ©2009 Paul Isakson Flickr // paulisakson
  • 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. ©2009 Paul Isakson Flickr // moriza
  • 60. And if you can’t do that either? ©2009 Paul Isakson
  • 61. JUST LISTEN ©2009 Paul Isakson Flickr // Patricil
  • 62. Listen for rich insights related to your brand about what people really want and need. ©2009 Paul Isakson Flickr // EssG
  • 63. LISTEN FOR OPPORTUNITIES TO MAKE YOUR _______ BETTER. ©2009 Paul Isakson
  • 65. IT’S NOT WHAT YOU SAY THAT MATTERS, IT’S WHAT YOU DO. ©2009 Paul Isakson Paul Isakson - paulisakson.com
  • 67. Paul Isakson Head of Strategy space150 blog / paulisakson.com twitter / @paulisakson email / paul.isakson@gmail.com ©2009 Paul Isakson