The document discusses the changing landscape of media consumption and social influence. It notes that in the past, influence came from mass media, churches, and other authorities, but that social media now allows consumers to dictate influence. It argues that successful brands focus on building relationships through conversations rather than manufactured marketing. The document cites examples like BP's oil spill response and a Dr Pepper app takeover that went wrong and offended users, showing that brands must listen to consumers and understand their interests.

1. the consumer and social media in Australia

2. we believe in two things…

3. #1 consumers are influenced in different ways

4. the influence revolution mass media age pre media age social media age consumers dictate professional media dictate church, state, monarchy dictate the agenda volume of recommendation

5. the influence revolution mass media age pre media age social media age talk face to face phone call talk to a shop worker consult a professional readers letters phone in: TV / radio SMS email instant messenger talk face to face phone call talk to a shop worker consult a professional readers letters phone in: TV / radio SMS email instant messenger talk face to face phone call talk to a shop worker consult a professional readers letters phone in: TV / radio talk face to face talk to a shop worker

8. x x

9. #2 media consumption has changed

10. x x

11. x x

12. x x

13. x x

14. x x

18. most importantly…

19. it’s about relationships and conversations

20. where do we

21. we listen

22. some are getting this part very wrong

23. when this happened last year…

24. BP weren’t listening.

25. BP weren’t listening. so someone stood up.

26. BP weren’t listening. so someone stood up. his name was.

27. Leroy Stick.

28. Leroy Stick had this to say.

29. Leroy Stick had this to say. “ I started @BPGlobalPR, because the oil spill had been going on for almost a month and all BP had to offer were bullshit PR statements. No solutions, no urgency, no sincerity, no nothing. That’s why I decided to relate to the public for them. ”

30. Leroy Stick had this to say. “ So what is the point of all this? The point is, FORGET YOUR BRAND. You don’t own it because it is literally nothing. You can spend all sorts of time and money trying to manufacture public opinion, but ultimately, that’s up to the public, now isn’t it? ”

31. skittles thought they knew how it all worked

32. tweet skittles and it will appear on our homepage

33. if social media is all about conversations, let's be honest there really isn't that much to say about skittles you're asking for trouble

35. dr pepper, a coca-cola brand, wanted to go “viral”

36. dr pepper, a coca-cola brand, wanted to go “viral” so they created an app that would take over your facebook status

38. … a fourteen-year-old girl has her status changed to” “I watched 2 girls 1 cup and felt hungry afterwards.” not cool.

40. it’s important to understand that brands and people can’t be interesting and appeal to everyone