Social Media 101: Discover the power of your voice

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