Social Media:101 Discover the power of your voice Thursday, July 30, 2009
Goal 1: Move past the hype! Goal 2: Inspire you to try something new Goal 3: Motivate you to participate
Lets not talk about social media. Be a practitioner. jojobickley
Lets not talk about social media.
Be a practitioner.
What Is Social Media? Social media is content, recommendations, ratings and public statements created by people using highly accessible and scalable publishing technologies.
Social media is content, recommendations, ratings and public statements created by people using highly accessible and scalable publishing technologies.
This 101 Focuses On What Makes Media Social People: Media shifts, content and behavioral Technology: The vast universe of tools Your Brand, Your Story, Your Voice, Our Agency Brands: The people and brands willing to make a change
Part 1: People: Media shifts, content and behavioral
Our clients’ marketing model is being challenged, and CMOs can foresee a day when it will no longer work. McKinsey Quarterly, 2005, Number 2 Source: Alain Thys: http://blog.futurelab.net
People are free and are demanding their voices be heard. Consumers are demanding that agencies and their clients listen, learn and change.
Big Six study (US): People with DVRs watch 12% more TV, yet 90% of them ad-skip 78.2% of Germans are irritated by advertising, only 24% actually watch it ( GfK Marktforschung) 54% of US consumers avoid products and services that “overwhelm” with advertising (Yankelovich Partners) 85% of Chinese stop watching TV during commercial breaks. More than half change the channel, while the rest do housework, eat, chat or use the bathroom (McKinsey & Co.) “ In 1965, 80% of 18-49 year-olds in the US could be reached with three 60-second TV spots. In 2002, it required 117 prime-time commercials to do the same.” (Jim Stengel, Global Marketing Officer, P&G) A US hour of prime time TV carried 21 minutes of advertising; late night network shows like Leno or Letterman carry 31:27 ( TNS Media Intelligence, Q1 2006 ) BRANDS CONSUMERS RESPONSE Source: Alain Thys: http://blog.futurelab.net
Big Six study (US): People with DVRs watch 12% more TV, yet 90% of them ad-skip
78.2% of Germans are irritated by advertising, only 24% actually watch it ( GfK Marktforschung)
54% of US consumers avoid products and services that “overwhelm” with advertising (Yankelovich Partners)
85% of Chinese stop watching TV during commercial breaks. More than half change the channel, while the rest do housework, eat, chat or use the bathroom (McKinsey & Co.)
“ In 1965, 80% of 18-49 year-olds in the US could be reached with three 60-second TV spots. In 2002, it required 117 prime-time commercials to do the same.” (Jim Stengel, Global Marketing Officer, P&G)
A US hour of prime time TV carried 21 minutes of advertising; late night network shows like Leno or Letterman carry 31:27 ( TNS Media Intelligence, Q1 2006 )
200,000,000 blogs 1.5 million residents “ When the people find that they can vote themselves money, that will herald the end of the republic.” >100,000,000 videos (65,000/day) 14,463,346 auctions Almost 4,000,000 articles (10 languages) reaches over 91 million U.S. people monthly
Semi-amateurs start to “play for real” NEWS MEDIA Users in millions BBC Newsline Ticker 19,550 CNN 18,600 New York Times 8,740 Drudge Report 4,210 Washington Post 3,755 Reuters Online 3,680 Guardian Unlimited 2,985 Al Jazeera 2,925 Wall Street Journal 1,995 Le Monde 990 The Huffington Post 959 The Economist 740 Daily Kos (State of the Nation) 722 Crooks and Liars (John Amato) 525 CC Chapman Boston-based blogger with 56,750/million p ieces of content Blogs vs. Mainstream News Media : Early days showing traffic growth A digital democracy has opened up the air waves to anyone with a message. Source: Alain Thys: http://blog.futurelab.net
The power shifted – We demand control ® Any Time - Any Place - Any Way Source: Alain Thys: http://blog.futurelab.net
of consumers don’t believe that companies tell the truth in advertisements” “ 76% — Yankelowich Source: Alain Thys: http://blog.futurelab.net
THERE IS STILL ONE TRUSTED MEDIUM LEFT IN THE WORLD MY FRIENDS – THEIR FRIENDS – AND ALL THOSE WE COLLECTIVELY RESPECT
Our need to connect fuels our world
Our connections form tribes
Major interests: music, sports, film, photography, literature, fashion, games, business, news, ect. Tribes come in many forms and form around many interests 774 million People Use Social Media Source: Jan. 2008 Strategy Analytics, Inc.
Some people are passionate about their interests
Slide | 07/31/09 passionate people can influence many
Social Media is You
We are social media
Me dia
First Continental Congress Being social and tribal is hardly a new behavior
Telephone and Mail facilitated Tupperware Parties We have always shared our passions
Creating for Nationwide Insurance We have evolved with technology
Part 2: Technology: The vast universe of tools that connect us
(cc) Lynette Webb, 2006 Source: Alain Thys: http://blog.futurelab.net
“ Social software is amplifying our messages, creations, passions and buying habits.”
Social s software has a few categories
Most Popular US Social Software Platforms MySpace Twitter Share your status Delicious Bookmark sharing Flickr Photo sharing Software Reach: Mass Media is a social networking site with user profiles, blogs, groups, photos, music Facebook is a free-access social networking website YouTube is a video-sharing website on which users can upload and share videos
MySpace
Using social software, we network for information, entertainment and freedom
What makes a digital (network) tribe ? Young Teens – 12-17 Youth – 18-21 Generation Y – 22-26 Generation X – 27-40 Young Boomers – 41-50 Older Boomers – 51-61 Seniors – 62+ Demographics Psychographic profile
Young Teens – 12-17
Youth – 18-21
Generation Y – 22-26
Generation X – 27-40
Young Boomers – 41-50
Older Boomers – 51-61
Seniors – 62+
How are we using social software?
Slide | 07/31/09 It’s not viral until the audience says so
Your tribe used to be isolated in one location
NYC Tweet up using Loopt We are using GPS to network
technology facilitates global connections
Part 3: Brands: The people and brands willing to make a change.
Is Social Media The Right Answer For All Companies?
Social Media requires a CHANGE in the way we do business
Companies That Have Changed
Slide | Wednesday, July 1, 2009 Nokia: One of the most transparent marketers in the world
Ford: Puts the product in the hands of social media practitioners
Jeep Listens and Features Brand evangelists. Jeep Share The Experience http://www.jeep.com/en/experience/community/urban_ranger/# Has added a “Share with Jeep” Function to the top navigation bar The “Share” home page facilitates Jeep (brand)-oriented ways to serve up information Offers links to user-generated “communities” Rewards content creators by featuring their content on the Jeep site.
Jeep Listens and Features Brand evangelists.
Has added a “Share with Jeep” Function to the top navigation bar
The “Share” home page facilitates Jeep (brand)-oriented ways to serve up information
Offers links to user-generated “communities”
Rewards content creators by featuring their content on the Jeep site.
Launched the new branding by listening and giving consumers a place to share their refreshing moments and ideas. Slide | Wednesday, July 1, 2009 Pepsi Refresh Everything
Launched the new branding by listening and giving consumers a place to share their refreshing moments and ideas.
Pepsi Social Gaming Rock Band Partnered with MTV, Pepsi uses people’s desire for notoriety for their mad Rock Band skills to inspire people to create content for the brand. Slide | Wednesday, July 1, 2009
Partnered with MTV, Pepsi uses people’s desire for notoriety for their mad Rock Band skills to inspire people to create content for the brand.
Slide | 07/31/09 Red Hat Society: they share stories and passions
they use the Web to recruit and stay connected 1.5 million members 50+ women are using: YouTube + Email + Flickr to organize a global movement
4,330,000 images on the Web 853,000 videos on the Web
Social software helps them connect with other women across the globe.
Iranian Elections Link to more: http://joannapenabickley.typepad.com/on/2009/06/twitter-has-many-uses-one-of-my-favorites-is-when-communities-of-people-speak-out-and-call-bullshit-on-the-mainstream-media.html
Michael Jackson Link to more: http://joannapenabickley.typepad.com/on/2009/06/on-michael-jacksons-push-to-digital.html
Part 4: Your Brand, Your Story, Your Voice and Our Agency
Me dia: What does it mean for agencies?
Me dia: What does it mean for agencies? Create * Inspire * Facilitate Conversations
NYC Blog: iWunder | Sharing Our Thoughts and Work
Me dia: What’s Your Personal Brand?
Me dia
Come on and practice with me @ http://joannapenabickley.net
Practitioners worth following Peter Kim: http://www.beingpeterkim.com David Armano: http://darmano.typepad.com Scott Monty: http://www.scottmonty.com Jeremiah Owyang: http://www.web-strategist.com/blog CC Chapman: http://www.cc-chapman.com David Airey: http://www.davidairey.com David Berkowitz: http://www.marketersstudio.com David Sable: http://weeklyramble.wunderman.com Alain Thys: http://blog.futurelab.net Margie Chiu: http://measurablemarketing.typepad.com Joanna Peña-Bickley: http://joannapenabickley.typepad.com
Peter Kim: http://www.beingpeterkim.com
David Armano: http://darmano.typepad.com
Scott Monty: http://www.scottmonty.com
Jeremiah Owyang: http://www.web-strategist.com/blog
CC Chapman: http://www.cc-chapman.com
David Airey: http://www.davidairey.com
David Berkowitz: http://www.marketersstudio.com
David Sable: http://weeklyramble.wunderman.com
Alain Thys: http://blog.futurelab.net
Margie Chiu: http://measurablemarketing.typepad.com
Joanna Peña-Bickley: http://joannapenabickley.typepad.com
Glossary of Terms http://socialmedia.wikispaces.com/A-Z+of+social+media
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