Social Media Food for Thought <ul><li>The good, the bad and the ugly </li></ul>Deborah Schultz www.deborahschultz.com
We live again in a relationship economy <ul><li>Transactions are the by-products of healthy relationships.  The global eco...
The Web Is <ul><li>Personal - It is something you: Read, Write, Share, Browse, Change, Create </li></ul><ul><li>It is both...
The medium is the relationship <ul><li>complex, light and diverse </li></ul>
Your are connecting everywhere, anytime
Think of it as relationship bricolage <ul><li>“ Bricolage is what tinkers do -collecting odd bits of stuff they think may ...
We Weave <ul><li>between networks within networks over and around </li></ul><ul><li>[see www.networkweaving.com] </li></ul...
How do you tune your weaving? <ul><ul><li>Be real </li></ul></ul><ul><ul><li>Jump in </li></ul></ul><ul><ul><li>Get transp...
Before case studies...a friendly reminder <ul><li>Be human - use the letter “I” and the word “We” </li></ul><ul><li>Be in ...
Catalyst Starters - time for you to work
Sony PSP: so obviously wrong, it hurts
Ford: this is a old-style  Campaign not Social Media
Microsoft: Connect ALL the dots..PLEASE  &quot;exceptional technical community leaders from around the world who voluntari...
American Airlines: just another slick ad campaign
Heroes: Understood their fans & what they wanted
And the Fans ran with it: Good or bad?
Or this may happen... <ul><li>Deluge of peanuts brings back 'Jericho' TV show </li></ul>
Netflix:  the ultimate in co-creation
Six Apart: human voice - truly real
Splashcast:  talk about what u are doing
Wal-mart
Be human!
Thanks, btw Deborah Schultz www.deborahschultz.com
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Social Media Food for Thought

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Deborah Schultz lead a great session at the Social Media Workshop on June 11, 2007 at SAP Labs in Palo Alto, CA, delving into one of her favorite topics, marketing in a relationship economy. What have companies done right and what are they still getting wrong - some great case studies here to learn from...

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  • Social Media Food for Thought

    1. 1. Social Media Food for Thought <ul><li>The good, the bad and the ugly </li></ul>Deborah Schultz www.deborahschultz.com
    2. 2. We live again in a relationship economy <ul><li>Transactions are the by-products of healthy relationships. The global economy is shifting from a mass media, consumer mass-marketing model to one that is far more emergent and decentralized. The involuntary loyalty of &quot;sticky&quot; services is falling victim to the far preferable voluntary loyalty won through responsiveness, quality, excellent service, reliability and trustworthiness. </li></ul><ul><li>Sometimes, transactions don't matter. </li></ul><ul><ul><ul><ul><ul><li>-Jerry Michalski </li></ul></ul></ul></ul></ul>
    3. 3. The Web Is <ul><li>Personal - It is something you: Read, Write, Share, Browse, Change, Create </li></ul><ul><li>It is both Meaningful and Valuable </li></ul><ul><li>And...Searchable </li></ul><ul><li>Persistence - Makes the experience meaningful </li></ul><ul><li>Awareness - keep the lines of communication open </li></ul><ul><li>Persistence + Awareness = A relationship </li></ul>
    4. 4. The medium is the relationship <ul><li>complex, light and diverse </li></ul>
    5. 5. Your are connecting everywhere, anytime
    6. 6. Think of it as relationship bricolage <ul><li>“ Bricolage is what tinkers do -collecting odd bits of stuff they think may be potentially useful, then using whatever bits seem to work in the context of some later repair job. Simple. And yet profound. Because the bits the bricoleur ends up using were not designed for the use they end up being put to”. </li></ul><ul><ul><ul><ul><ul><li>Chris Locke </li></ul></ul></ul></ul></ul>
    7. 7. We Weave <ul><li>between networks within networks over and around </li></ul><ul><li>[see www.networkweaving.com] </li></ul>deb, get an n95 anyone know a place to eat in amsterdam? best place to get a drink around here? deb, it’s john thanks for email on new features sent to dev team woot - we launched! John - when you guys launching your new API?
    8. 8. How do you tune your weaving? <ul><ul><li>Be real </li></ul></ul><ul><ul><li>Jump in </li></ul></ul><ul><ul><li>Get transparent </li></ul></ul><ul><ul><li>Find your communities - online & offline </li></ul></ul><ul><ul><li>Be a catalyst </li></ul></ul><ul><ul><li>Know when to “let it go” </li></ul></ul><ul><ul><li>Be human - multi dimensional </li></ul></ul><ul><ul><li>Create opportunities to socialize </li></ul></ul><ul><ul><li>The love you give is equal to the love you get </li></ul></ul><ul><ul><li>Listen. Rinse. Repeat </li></ul></ul>
    9. 9. Before case studies...a friendly reminder <ul><li>Be human - use the letter “I” and the word “We” </li></ul><ul><li>Be in it for the long haul - sustainability </li></ul><ul><li>Too much noise -- there are no big hits </li></ul><ul><li>Cultivate your inner geek </li></ul><ul><li>Think like a Digital Ambassador or Customer Advocate or Media Mogul </li></ul><ul><li>You are not in control - your audience/customer/partner is. </li></ul>
    10. 10. Catalyst Starters - time for you to work
    11. 11. Sony PSP: so obviously wrong, it hurts
    12. 12. Ford: this is a old-style Campaign not Social Media
    13. 13. Microsoft: Connect ALL the dots..PLEASE &quot;exceptional technical community leaders from around the world who voluntarily share their high quality, real world expertise with others&quot;.
    14. 14. American Airlines: just another slick ad campaign
    15. 15. Heroes: Understood their fans & what they wanted
    16. 16. And the Fans ran with it: Good or bad?
    17. 17. Or this may happen... <ul><li>Deluge of peanuts brings back 'Jericho' TV show </li></ul>
    18. 18. Netflix: the ultimate in co-creation
    19. 19. Six Apart: human voice - truly real
    20. 20. Splashcast: talk about what u are doing
    21. 21. Wal-mart
    22. 22. Be human!
    23. 23. Thanks, btw Deborah Schultz www.deborahschultz.com

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