Seminar for undergraduate and MSc Project Management students at Royal Holloway University of London

1. Social Media: The Art of
Digital Storytelling
Jemima Gibbons | @JemimaG
Royal Holloway University of London
Thursday 3 December 2015

2. Overview
1.Introduction
2.Hot trends
3.Ways of working
4.Project management
5.The future: a post digital culture
6.Making social work for YOU

3. 1
Introduction

4. Once upon a time…

5. “In the 1970s we weren’t told what to
do all the time. Mainly because there
were only about eight things to do.”
Richard Osman
Pointless

6. “In [tomorrow’s] virtual world things will have
value that are not expressible in money today…
reputation will become a digital asset.”
Kosta Peric
Bill & Melinda Gates Foundation

7. The Tale of The Social Brand

8. 2
Hot trends

9. Hot trends
1. Short form visuals
2. Video
3. Distribution
4. Social CRM

10. Periscopes, Vines, emoji and gifs
2.1 Short
form visuals

11. End of The World Job Interview
2.2 Video
LG Ultra HD TV

12. Telekinetic Coffee Shop
2.2 Video
MGM / Carrie remake

13. Test Drive
2.2 Video
Pepsi Max

14. So, what do you want?
1. End of the World job interview
2. Telekinetic Coffee Shop
3. Test Drive

15. Buzzfeed: content lab
2.3 Distribution

16. Nescafe: global site
2.3 Distribution

17. Zappos, Airbnb, Uber
2.4 Social CRM

18. 3
Ways of working

19. Ways of working
1. Fully integrated
2. Internal department
3. Outsourced
4. DIY

20. 3.1 Fully integrated
1. Social as a function across all teams
2. A truly “social business”
3. All stakeholders fully incorporated
4. Sustainable, ethical and transparent
5. Best example: Zappos

21. 3.1 Zappos

22. 3.2 Internal team
1.Typical of larger global companies
e.g. Mondelez, Proctor + Gamble, Unilever
2. Led by strong personalities
Scott Monty, Ford
Bonin Bough, Mondelez (ex Pepsico)
3. Multi-million $ budgets
4. State of the art monitoring
5. Big data analytics

23. Facebook Fan Page
3.2 Coca-Cola

24. 3.3 Outsourced
1. Outsourcing for three key reasons:
Small or medium sized business who can’t afford in-house
Large, ambitious x-media creative briefs
Need for global, 24 hour, multi-lingual monitoring
2. Served by traditional ad/ PR sector
3. And new dedicated social media agencies:
eModeration, Tempero, We Are Social
global monitoring often supplied by women
working flexible hours part-time from home

25. Super Bowl Interception: Grey New York
3.3 Volvo

26. #100ReasonsWhy: Claremont/ Munro & Forster
3.3 Skills Funding Agency

28. 3.4 DIY
1. The solution for most small businesses
2. Often done without a strategy or training
3. The gap that social media launch pack fills
4. Best examples are where the CEO or
another member of senior team is a natural

32. 4
Project management

33. Project management
1. Communication
2. Collaboration
3. Innovation

34. NHS Horizons uses Twitter to drive #NHSChangeDay
4.1 Communication

35. Graeme Linehan uses Slack to produce TV shows
4.2 Collaboration

36. Mint Digital uses Kickstarter for R&D
4.3 Innovation

37. 5
The future: a post-digital
culture

38. The future
1. Peak social
2. Off-gridding
3. Augmented reality
4. Fragmentation

39. Content shock, adblocking & hashtag fatigue
5.1 Peak Social

40. Gartner Hype Cycle Digital Marketing 2015

41. Lena Dunham, prepping and IRL
5.2 Off-gridding

42. Umair Haque /
medium.com

43. @Umairh: 235K
Twitter followers

44. Multi-sensory and tactile communications
5.3 Augmented reality

45. Gillian Tett, Pierre Bourdieu: the silo effect
5.4 Fragmentation

46. 6
Making social work
for YOU

47. Making social work for you
1. Your digital footprint
2. What recruiters look for
3. Your digital profile

48. What do people see when they first Google you?
6.1 Your digital footprint

49. 6.1 Your digital footprint
1.Remove tags/ report offensive media
2.Check your privacy settings on all networks
3.Ensure private conversations are private
4.Decide whether you need or wish to have
separate accounts for work and play
5.Consider your career choice(s)
6.Be careful who you connect with

50. 6.2 What recruiters look for
1.They expect you to have a social presence
2.Keen interest in chosen field (platform?)
3.Designers on Dribbble; developers Github
4.Passion and enthusiasm for life
5.Discipline and maturity
6.But they don’t expect you to be a saint!
7.Personal referral/ word of mouth crucial

51. 6.3 Your professional profile
1.Ensure your LinkedIn profile is complete
2.Optimise any other profiles that are public
3.Use events to build your online network
4.Join conversations in your field
5.Curation is as important as creation
6.Consider blogging: words, images or video
7. A ‘side project’ can help your career…

52. @Panacea81
Lauren Luke

53. Bang Tidy Music
Fabian Castellani

54. Be Brave Initiative
Kerry Few

55. How will you tell your story?

56. Tweet me @JemimaG
Jemimag@gmail.com
Jemimagibbons.com
Socialmedialaunchpack.com
The end.