The document discusses the evolution of social media in 2011, focusing on the shift from traditional media to interactive platforms that emphasize community engagement and consumer control. It highlights the significance of tools like Facebook, Twitter, and location-based networks in fostering connections and creating shareable content. A digital strategy that integrates various online assets is essential for brands to enhance customer understanding and guide users along their purchasing journey.

1. Web 2.0 in 2011

4. What is a social network, and how they are different Some examples of social media tools The shift – ie, what now?

5. What is a social network?

6. For an individual, the value is in the community For a brand, the value is in harnessing the community

7. Social Networks

8. Social media is about a change in behavior A convergence, where online stopped being about ‘websites’ and started being about experiences

9. “ Social media is having the disruptive impact that TV did. But on an accelerated timeline.” – Eric Mower

10. TRADITIONAL MEDIA SOCIAL MEDIA One way, brand speaking Two way / a conversation Focused on the brand Focused on the consumer Brand in control Consumer in control Repeating the message Adapting the message Entertaining Involving Brand created content User created content / Co-creation Space defined by Media Owner Space defined by Consumer

11. Who has time for all this? 2 nd Law of Social Networking

12. Why EMA Before we show off the tactics, people like to share. So we’re not in control. Of the brand, the message, of the consumer As social media experts, we understand that we’re not in control. But we understand how to use tools to get a little control back.

16. http://www.mower.com/crisisready Crisis ready EMA Microsite

17. The tactics

19. Facebook has over 500 million members 50% of all Canadians have a profile! Source: http://www.facebook.com/press/info.php?statistics

20. Connecting people I already know.

21. Facebook is after shoppers through the social graph.

27. Who is on Facebook?

40. There are a lot of brands that are part of the everyday life of people.

42. When used right, Twitter can be a goldmine of insights.

44. Twitter will be the place where you first hear of a crisis.

46. Social bookmarking is the solution to never having to e-mail a link home. It’s also a way to prove smarts.

49. A continuously updated what’s new section of the website

51. YouTube has a vibrant community

53. YouTube is the second most used search engine

56. Location based social networks

57. Yelp, FourSquare, Gowalla, and a myriad of other tools are local mobile search engines. Users "check-in" at venues, get rewards. We’re giving people free stuff at client locations.

63. A secure social network for $20 a month

64. The shift

65. Understand customers better Whoever they might be.

66. I just showed you a bunch of tactics. Here’s how those things could work together.

68. That’s a digital presence not a website. It’s digital real-estate that you have some control over, where people can talk back.

69. These places need content. And they need content for different parts of the journey.

71. So develop a digital strategy whereby your website works with other digital assets. Create shareable content (or share content). And move people from learner to shopper to buyer.