This document discusses how regions and industries can be rebuilt and enriched through the use of social media and the social web. It provides examples of how Michigan's economy evolved throughout the 19th century as different industries emerged and changed. It emphasizes that in order for regions and industries to adapt to constant change, they must be familiar with current tools and trends, make good use of available resources, seek necessary training, and be aware of and prepared for changes. The document recommends ways to utilize social media and the social web to stay current and continuously adapt to changes.
Capturing Users / Using social, engagement and mobile to drive acquisition an...Volker Hirsch
The slides to my talk at StartUp Next Sofia (which I also gave at the LauncHub Long Weekend) - delivered on 29 and 30 November 2013 in Sofia, Bulgaria.
Andy Marshall - Future of Publishing - Origin PublishingCSMsurveys
The media business is currently going through something of a revolution as publishers look to reach their audiences through a variety of new media. Making sense of the new media landscape is the biggest challenge facing the business today. Andy looks at what is happening to the media world, what changes it means for us all and how we should respond.
Capturing Users / Using social, engagement and mobile to drive acquisition an...Volker Hirsch
The slides to my talk at StartUp Next Sofia (which I also gave at the LauncHub Long Weekend) - delivered on 29 and 30 November 2013 in Sofia, Bulgaria.
Andy Marshall - Future of Publishing - Origin PublishingCSMsurveys
The media business is currently going through something of a revolution as publishers look to reach their audiences through a variety of new media. Making sense of the new media landscape is the biggest challenge facing the business today. Andy looks at what is happening to the media world, what changes it means for us all and how we should respond.
Essam Amin
0966535614006
eamin38@yahoo.com
,
I am writing to express my interest in the position of Chef De Cuisine with Narcissus& Hotels.
I have a institution degree in culinary arts and my courses focused on nutrition, menu planning, sanitation, public health laws and regulations. I also gained valuable experience working in a kitchen
Could your workplace culture be toxic at least in the eyes of some employees without you even knowing it? Perhaps not, but it's best not to leave that to chance. A toxic workplace damages people, productivity and your future ability to attract good employees. Here's what you need to know.
IBM Connections Cloud Application Development StrategyLuis Benitez
This session will help you get started building your social applications. IBM Connections Cloud S1 provides easy to access integrated email with IBM Verse, social business capabilities and third party applications. It also provides a solid foundation for social and mail application development through APIs. This session guides users through the application development process for IBM Connections Cloud, from a blank page to a functional application. Attend this session to learn how to use existing services in your own applications and how to deploy to IBM Bluemix. Bluemix developers who haven't used IBM Connections can use a new Bluemix service to get started using these services within minutes.
Essam Amin
0966535614006
eamin38@yahoo.com
,
I am writing to express my interest in the position of Chef De Cuisine with Narcissus& Hotels.
I have a institution degree in culinary arts and my courses focused on nutrition, menu planning, sanitation, public health laws and regulations. I also gained valuable experience working in a kitchen
Could your workplace culture be toxic at least in the eyes of some employees without you even knowing it? Perhaps not, but it's best not to leave that to chance. A toxic workplace damages people, productivity and your future ability to attract good employees. Here's what you need to know.
IBM Connections Cloud Application Development StrategyLuis Benitez
This session will help you get started building your social applications. IBM Connections Cloud S1 provides easy to access integrated email with IBM Verse, social business capabilities and third party applications. It also provides a solid foundation for social and mail application development through APIs. This session guides users through the application development process for IBM Connections Cloud, from a blank page to a functional application. Attend this session to learn how to use existing services in your own applications and how to deploy to IBM Bluemix. Bluemix developers who haven't used IBM Connections can use a new Bluemix service to get started using these services within minutes.
Social Media Entertainment!e New Intersection of Hollywood .docxmckellarhastings
Social Media Entertainment
!e New Intersection of Hollywood
and Silicon Valley
Stuart Cunningham and David Craig
! " # $ % & ' ( ! ) * " & + ) , $ - & " + +
New York
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2
Creator Labor
In chapter 0, we described how the network economics of social media,
the innovation culture of Silicon Valley 1rms that own the platforms,
and the technological and commercial a2ordances of platforms have
created the structural conditions for the creator economy. In doing
that, we proposed a revisionist account of political economy, empha-
sizing the deep con3icts and creative tensions arising from the clash
of industrial cultures of the two major forces in media and tech in
the world, Hollywood and Silicon Valley. Our main revisionist e2ort
in this chapter concerns a debate equally central to media, commu-
nications, and cultural studies— creative labor. We argue, through
attention to key literature in the debate, through exploring the con-
trasts between SME and main media, as well as through the voices of
creators themselves, that creator labor is both empowered and precari-
ous. One distinguishing feature of creator labor that requires attention
is that it, by necessity, works within an algorithmic culture— which
engages another key debate in the discipline. Much of the scholarship
in these debates is designed to reveal precarity and platform control
masked by industry boosterism, rhetoric, and spin. We are animated
more by seeking to trace the elements of empowerment in comparison
to main media labor.
First, though, turning our attention to the distinctive nature and
value of creators, we outline the scale of SME and consider termino-
logical conundrums that o4en get in the way of analytical clarity. A4er
establishing the theoretical frames for the chapter, we break down the
conditions of creator labor into their component parts. 5en we exam-
ine the problematics of the business models that underpin, as well as
threaten, the sustainability of creator careers.
.. | 6789:;7 <9=;7
Defining and Mapping Creators
5e rapid emergence of social media entertainment has contributed to
a new industrial lexicon, with nomenclature almost as evanescent as a
Snapchat post and considerable opaqueness about reliable data. YouTube
used to release its revenue- sharing partner statistics every year, until it
changed its policies and permitted every user to become a partner and
thus no longer released such data. SME intermediaries, like multichan-
nel networks and talent representatives, are no more forthcoming with
their client data, emulating Hollywood’s notorious accounting practices.
As Adweek declared, the industry is “secretive and lacks transparency”
(Talavera >?0/).
5ird- party data sites, like Social Blade, o2er limited accounts of the
scale of the creator universe. It is estimated that, in mid- >[email protected], the top
1ve thousand YouTubers globally had at least one million subscribers;
more than two hundred had t.
The deck from our take on SXSW 2014 held at iris towers back in early April. My talks cover: 21st century content craft, brands as digital anthropologists and living in an automated world.
2. The New Productivity
MICHIGAN IN THE 19TH CENTURY:
THE EVOLUTION OF AN ECONOMY
1. 1820 – 1830: Flour milling & related supply and repair industries
2. 1840’s: Robust ship-building industry
3. 1860 – 1880: Major export of copper ore
4. End of 19th century saw the introduction the automobile
3. The New Productivity
IF CHANGE IS A CONSTANT, THEN
ADAPTABILITY IS A VARIABLE.
1. Are we familiar with the tools and monitoring the trends?
2. Are we making good use of the resources around us?
3. Are we seeking the necessary training to stay current?
4. Are we aware of and prepared for changes in our industry?
4. The New Productivity
1A. FAMILIARITY WITH THE TOOLS & TRENDS
THE SOCIAL WEB IS THE “NEW BLACK?”
“To me there is an important difference between Social
Media as a concept and Social Media tools … tools that can
be leveraged to effectively communicate with various
publics.” —Richie Escovedo
5. The New Productivity
THE SOCIAL WEB IS:
A digital quot;stock marketquot; where people interact and exchange
the currency of views, opinions and ideas.
6. The New Productivity
THE SOCIAL WEB IS NOT MERELY:
1. Twitter
2. Facebook
3. YouTube, etc.
COURTESY OF MATT HAMM
7. The New Productivity
FORECASTING:
THE FIVE ERAS OF
THE SOCIAL WEB
1. Era of Social Relationships: People
connect to others and share
2. Era of Social Functionality: Social
networks become like operating system
3. Era of Social Colonization: Every
experience can now be social
4. Era of Social Context: Personalized and
accurate content
5. Era of Social Commerce: Communities
define future products and services
COURTESY OF FORRESTER RESEARCH
9. The New Productivity
2. UTILIZING THE AVAILABLE RESOURCES
YOU TALKIN’ TO ME?
“Companies often approach Social Computing as a list of
technologies to be deployed as needed … [better] is to start
with your target audience and determine what kind of
relationship you want to build with them.”
—Groundswell
14. The New Productivity
3. STAYING CURRENT
RECOMMENDED READING
Books:
• CluetrainManifesto. Rick Levine, Christopher Locke, Doc Searls, and David Weinberger
• Groundswell. Charlene Li, Josh Bernoff
• Meatball Sunday. Seth Godin
• Blink: The power of thinking without thinking. MalcomGladwell
• New Influencers: A marketer’s guide to the new social media. Paul Gillin
PR Blogers:
• VeryOfficialBlog.comShannon Paul
• BrianSolis.comBrian Solis
• TheHarteofMarketing.comBeth Harte
• SuccessfulBlog.com Liz Straus
Local Detroit Blogers:
• TheWayoftheMurr.comDavid Murray
• ShaunaNicholson.com Shauna Nicholson
• Blog.VoicesofDetroit.comDave Benjamin &
• CharlieCurve.com Charlie Curve
• KenBurbary.comKen Burbary
15. The New Productivity
4. PREPARE FOR CHANGE
ALWAYS BE ADAPTING
“The best thing we can do is listen — not so we can all go
out and repeat the exact same steps — but so we can
extract and integrate the stuff that will work for us and
ultimately let it go when it doesn’t [work] anymore.”
—Shannon Paul
Editor's Notes
Auto Workers at A Ford Plant . . .By 1927 Ford shifted its final assembly line from Highland Park to the Rouge. The Rouge complex included virtually every element needed to produce a car.Today River Rouge turns out a car every few seconds.
Even more present than technology, are people.They activities in their natural and inspired states can tell us a lot about where there interests lie and how effective we are as marketers.We’ve already seen the impact personal recommendations, word of mouth and personal search play in influencing people.Therefore, converting inactive or unengaged into active and engaged brand advocates within your network is the name of the game for brands in the social web space.Do you know who those people are within your network?
How those technographics stack up as of 2008 when compared to 2007 across 11 countries (including Canada)
Where people are getting their information from online.Over 60% of young consumers use social networking sites at least weekly, and about 40% check their networks every day. 22% of adults read blogs at least monthly, and 19% of adults surveyed are members of a social media site. Customer ratings and reviews was the most popular online activity, with about 40% of survey participants utilizing sites such as Amazon to read the thoughts and opinions of peers before making a purchase.
The net: Go where the people are while they’re going there.Specific specialties aren’t so much required as an awareness of what the current leading platforms are and how they stack up against your target audience profileDo you need to know them all? Of course not. But familiarity with the more popular ones is recommended.In the end, the specific media will continue to evolve, don’t get caught up in the moment, stay with the flocking habits and monitor the trends.
Detroit's initial growth, in the 1820's and 1830's, came from its economic base in flour milling. There also developed there, in addition to the establishments serving the local consumer market, workshops for repairing and supplying goods and equipment used in the flour industry. These included shipyards. By the 1840's Detroit shipyards were not only building and repairing ships for the Great Lakes trade but also building ocean-going cargo ships. Detroit shipyards were among the first in the world to build steam ships (and engines). It also supported businesses supplying metal.The most important parts of the metal trade for Detroit were the refiners and smelters for local copper ores. This industry grew beyond supplying the Detroit market and became an export industry. Between 1860 and 1880 copper and copper alloys were Detroit's largest export industry. Around 1880 the local deposits of copper ore were used up. The robust, local marine engine and coach-building manufacturing capabilities made it an ideal location for the burgeoning automobile industry. Entrepreneurial automakers (such as Henry Ford and Ransom E. Olds) were able to put together their first models using readily available resources and supplies.
What we learn from a brief review of Michigan history is that the question isn’t whether a group can change. Change happens regardless.The question is whether we can adapt successfully to that change.We are the variable (our response and the results).If we’re talking about revitalizing anything (a region or an industry), it starts with the people who inhabit that space.If we want things to get better, we have to be better. And in this case, better means “more prepared for what’s next”Our discussion this morning will focus on one area of significant change: The Social Web and it’s impact on the Marketing industry
The Social Web is a the modern day digital equivalent to existing social interaction and word-of-mouth promotion.It merely facilitates a faster response time and broader reach.When we look closer, the concept of “social” communication is nothing new. The only thing that’s truly new are the modern-day digital conveyances.
The Social Web is a construct. A way of communicating and interacting independent of a single motive.It is platform agnostic and cannot be defined by the limit of one tool, rather it is a method of interaction across many integrated and digital mediums.
Social Web is more than the sum of it’s partsThese things are “media”.When people say “Social Media” the focus is often on the media. This view is too limiting and misses the point.So for the next few moments, we’re going to create a picture of this space divorced of the tactical association with the tools themselves.Media changes. The “social” imperative does not.How many people remember Myspace? Friendster? ICQ? How many still use any of these?We must be cautious of being too of-the-moment and miss the larger opportunity.That’s not to say that the media is not important to be familiar with, but it is tactical in nature.
The era of social relationships: Beginning in the mid-1990s, people signed up for online profiles and connected with their friends to share information.The era of social functionality: As it exists today, social networking is more than just a platform for \"friending,\" but one that can support a broader array of what Owyang calls \"social interactive applications.\" However, identities are essentially disconnected silos within individual sites.The era of social colonization: By late 2009, technologies such as OpenID and Facebook Connect will begin to break down the barriers of social networks and allow individuals to integrate their social connections as part of their online experience, blurring the lines between networks and traditional sites.The era of social context: In 2010, sites will begin to recognize personal identities and social relationships to deliver customized online experiences. Social networks will become the \"base of operation for everyone's online experiences.”The era of social commerce: In approximately two years, social networks will be more powerful than corporate Web sites and CRM systems, as individual identities and relationships are built on this platform. Brands will serve community interests and grow based on community advocacy as users continue to drive innovation in this direction.
All that said, the most marked trends will be in the continually evolving way people use the tools.The diagram showing the results from a survey on what were the most “trusted” information news sources.The takeaway here is that it wasn’t the corporate or professional news sources.We live in a world where people’s tastes are evolving away from the old and established brands to something more grass roots and personal.Do we recognize that trend? Are we prepared to adjust where necessary?
To be truly effective you have to know “who” you’re talking to.Having clear goals and understanding your target audience’s desires can make your engagement efforts more effective.It’s not about tools, it’s about people.