Social Media @20 Overview of State of Social Media

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Information about Social Media @20 Overview of State of Social Media
Social Media

Published on March 31, 2014

Author: postman4

Source: slideshare.net

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Presentation given March 25, 2014 at Universidade Católica Portuguesa (Catholic University of Portugal)
Social Media @20
Joel Postman
Copyright Joel Postman and Socialized 2012-2014
joel.postman@gmail.com
http://www/twitter.com/jpostman

social media@20 Universidade lica Portuguesa Formação Avançada em Media Sociais March 25, 2014 Joel Postman Copyright 2012 – 2014, Joel Postman & Socialized PR

Copyright 2012 – 2014, Joel Postman & Socialized PR

brand:redefined social media and the ever-changing notion of a brand Copyright 2012 – 2014, Joel Postman & Socialized PR

brand: 1100 a.d. noun ˈbrand Middle English, torch, sword, from Old English; akin to Old English bærnan to burn. First Known Use: before 12th century Copyright 2012 – 2014, Joel Postman & Socialized PR

brand: 1840s (industrial revolution) noun ˈbrand a. A trademark or distinctive name identifying a product or a manufacturer. b. A product line so identified: a popular brand of soap.Manet's Bar at the Folies-Bergere, 1882 Bass Ale: First U.K. trademark, 1876, possibly first in the world Copyright 2012 – 2014, Joel Postman & Socialized PR

brand: 1980s (david ogilvy) noun ˈbrand The intangible sum of a product's attributes: its name, packaging, and price, its history, its reputation, and the way it's advertised. Copyright 2012 – 2014, Joel Postman & Socialized PR

brand: 2008 (joel postman) noun ˈbrand our experiences with a company’s products, services, employees and customers, and the way they shape our perceptions of the company. Copyright 2012 – 2014, Joel Postman & Socialized PR

the experience is the marketing • Differentiates companies and products • Increases customer value and loyalty • 1998! Copyright 2012 – 2014, Joel Postman & Socialized PR Commodity Goods Service Experience Undifferentiated products Distinctive tangible things Activities people preform Feelings customers get by engaging

discussion: what brands matter to you? Copyright 2012 – 2014, Joel Postman & Socialized PR

brands & markets are conversations • Markets are conversations • Market is a noun, not a verb • Markets consist of people, not demographic sectors Cluetrain Manifesto, 1999 Copyright 2012 – 2014, Joel Postman & Socialized PR

the age of social narcissism Consumers are over having conversations with brands. They want brands to shut up and listen. The rise of the selfie tells you everything you need to know about consumer state of mind. Copyright 2012 – 2014, Joel Postman & Socialized PR

listening to your brand Copyright 2012 – 2014, Joel Postman & Socialized PR

reputation noun reputation The aggregate of public perceptions of a company's social, political, ethical and business behavior, and how people engage with the company based on these perceptions. Copyright 2012 – 2014, Joel Postman & Socialized PR

consumersentiment Copyright 2012 – 2014, Joel Postman & Socialized PR

Copyright 2012 – 2014, Joel Postman & Socialized PR

Copyright 2012 – 2014, Joel Postman & Socialized PR

Copyright 2012 – 2014, Joel Postman & Socialized PR

influence the power to affect persons or events. a cognitive factor that tends to have an effect on what you do. Copyright 2012 – 2014, Joel Postman & Socialized PR

metcalfe’s law the value of a network is proportional to the square of the number of connected users (n2) Copyright 2012 – 2014, Joel Postman & Socialized PR

measuring a person’s influence • Klout measures influence by measuring clicks, tweets, & comments • Marketers attempt to connect online conversations to offline buying behavior – True Reach: How many people you influence – Amplification: How much you influence them – Network Impact: The influence of your network Copyright 2012 – 2014, Joel Postman & Socialized PR

klout: how meaningful? Copyright 2012 – 2014, Joel Postman & Socialized PR

not very • Twitter poll to determine who is more influential • Joe Fernandez (founder of Klout) 4,832 Tweets Following 654 Followers 8,098 Listed 792 • Evan Williams (founder of Twitter) 6,333 Tweets Following 1,346 Followers 1,395,276 Listed 17,337 Copyright 2012 – 2014, Joel Postman & Socialized PR

my klout score: 14 point increase in two years Copyright 2012 – 2014, Joel Postman & Socialized PR

kred Copyright 2012 – 2014, Joel Postman & Socialized PR

peer index Copyright 2012 – 2014, Joel Postman & Socialized PR

summary • Consumers have converged with the brand • Use dictionary definitions for influence • Influence is difficult to measure • The conversation continues, with or without your company Copyright 2012 – 2014, Joel Postman & Socialized PR

connecting social media with business objectives Copyright 2012 – 2014, Joel Postman & Socialized PR

business > communications > social media business & communications goals drive social media strategy/tactics business • grow revenue • grow existing markets and enter new ones • acquire customers • grow brand equity communications • communicate strategy • persuade influencers • improve reputation social media • shares • comments • likes • Retweets • generate leads • generate traffic Copyright 2012 – 2014, Joel Postman & Socialized PR

what is our social media strategy?what is our microsoft word strategy? Copyright 2012 – 2014, Joel Postman & Socialized PR

Authenticity Transparency Immediacy Participation Connection Sharing six valuable attributes of social media Copyright 2012 – 2014, Joel Postman & Socialized PR

social media marketing sales cycle Awareness ✔ ✔ ✔ Consideration ✔ ✔ Preference ✔ ✔ Purchase ✔ Loyalty ✔ ✔ ✔ Copyright 2012 – 2014, Joel Postman & Socialized PR

discussion: has social media influenced you to make a purchase? Copyright 2012 – 2014, Joel Postman & Socialized PR

some current trends Copyright 2012 – 2014, Joel Postman & Socialized PR

social media site growth Copyright 2012 – 2014, Joel Postman & Socialized PR Pew Internet Trust, 2013 Social Media Update http://www.pewinternet.org/2013/12/30/social-media-update-2013/ Five major sites all continue to grow. Pinterest and Instagram growing faster than Facebook

Copyright 2012 – 2014, Joel Postman & Socialized PR facebook buys whatsapp Cross-platform mobile messaging app which allows users to exchange messages without having to pay for SMS More than 450 million people are using the service monthly 70% of them are active on any given day More than 1 million new users are registering to use it every day WhatsApp messaging volume is approaching the entire worldwide SMS messaging volume of mobile carriers.

active monthly users Copyright 2012 – 2014, Joel Postman & Socialized PR

social media worth watching Copyright 2012 – 2014, Joel Postman & Socialized PR Google+ continues to gain momentum Second highest number of active monthly users (300- 500 million). 1.5B photos uploaded weekly Surpasses Twitter ‘s 218 million active users? Hangouts popular: photos, free video calls, emoji Launched Jan. 2013. In April, most downloaded app in the U.S. from the Apple App Store Six-second video publishing One million users in three months. Now 13 million users (as of Sept. 2013) Pronounced "IM-uh-jur." host for shared photos on meme- friendly sites 120 million unique monthly viewers click 4.5 billion different pages every month. That translates to 1.4 billion individual images getting looked at every day.

effective social media campaigns Copyright 2012 – 2014, Joel Postman & Socialized PR

coke zero sweater generator Copyright 2012 – 2014, Joel Postman & Socialized PR 100 best sweaters sent to winners 18,000 sweaters in first 36 hours

make-a-wish foundation bat kid #sfbatkid 600K tweets, 1.7B Twitter impressions in 10 days 20,000 live attendees

carrie movie telekinetic coffee shop surprise Copyright 2012 – 2014, Joel Postman & Socialized PR Adaptation of Stephen King classic film Nearly 55 million views to date

oreo cookies 2013 superbowl tweet Copyright 2012 – 2014, Joel Postman & Socialized PR Power failure causes 34-minute game delay Generated 15,000 retweets and 20,000 likes on Facebook within minutes

arby’s grammys tweet Copyright 2012 – 2014, Joel Postman & Socialized PR >80,000 retweets, nearly 49,000 favorites – one tweet! Other brands tweeted approval

cancer research uk #nomakeupselfie Copyright 2012 – 2014, Joel Postman & Socialized PR CRUK raises over £2 million and counting Text BEAT to 70099 826,000 likes on Facebook Celebrities joined in Driven by Ellen’s Oscar night selfie?

tap portugal love will be in the air Copyright 2012 – 2014, Joel Postman & Socialized PR Valentine’s Day 2013 Challenged fans to send an original love declaration through a dedicated Facebook app Valentine’s Day, TAP printed postcards and gave them to all passengers . The airline videotaped passenger reaction and posted the video 111 love declarations (one week, without offering anything or explaining why TAP wanted these declarations) 133,619 people reached on Facebook

tap portugal message to national football team Copyright 2012 – 2014, Joel Postman & Socialized PR In the Euro 2012, Portugal was eliminated in the quarterfinals and the country mourned the defeat of the National Team When the team returned home on a TAP plane, airline challenged fans to send messages of support to be read to the team on board In 30 minutes, TAP received a hundred messages that were sent to the crew and then read to the team The team wrote a message, signed by all the players, which TAP published on its Facebook page. On that day TAP added a thousand fans through the organic share of the post that included the message, which had 6.500 likes, more than 2.000 shares and reached more than 160.000 people

kern and sohn scales gnome experiment Copyright 2012 – 2014, Joel Postman & Socialized PR Sent Gnome kits to scientists and social media leaders Gnomes seen everywhere including South Pole Within two days the story reached over 355 million people in 152 countries Company moved to #1 on Google search engine results for precision scales

lay’s do us a flavor Copyright 2012 – 2014, Joel Postman & Socialized PR 2012 launch, offered $1 million to the winner (or 1% of the 2013 net sales for the winning product 3.8 million people, 14 countries submitted flavor ideas 955 million organic Facebook impressions and 1.26 billion PR impressions, boosting sales by 12% Renewed campaign in 2013

water is life #firstworldproblems Copyright 2012 – 2014, Joel Postman & Socialized PR Hijacked ‘#firstworldproblems’ meme Video generated over 1 million views in first four days Campaign resulted in commitments for 1 million days of clean water

esurance save 30 Copyright 2012 – 2014, Joel Postman & Socialized PR eSurance gives up spot during Super Bowl, promises to give away $1.5 million savings Contestants use hashtag #EsuranceSave30 5.4 million uses of the hashtag More than 200,000 entries within the first minute of the Esurance commercial airing 2.6 billion social impressions on Twitter 332,000 views of the Esurance commercial on YouTube 261,000 new followers on the Esurance Twitter account—an increase of nearly 3,000 percent A 12x spike in visits to the Esurance website in the first hours of the sweepstakes

jc penney: drunken tweets? Copyright 2012 – 2014, Joel Postman & Socialized PR

itv football gets yellow card Copyright 2012 – 2014, Joel Postman & Socialized PR

baskin robbins seamless social media Baskin Robbins’ virtual destination Copyright 2012 – 2014, Joel Postman & Socialized PR

coca-cola face look Copyright 2012 – 2014, Joel Postman & Socialized PR Campaign in Israel using Facebook face recognition technology Users log in to any of the machines that Coke placed around theme parks using their face as ID, and then use Facebook profile to engage in the real world IoT

summary: effective social media • Consumers and “the brand” converge • Honest and authentic • The best campaigns use multiple channels • Unique content/access • Rewards • Delivers business and social results Copyright 2012 – 2014, Joel Postman & Socialized PR

companies need to behave

who is selling what to whom?

kenneth cole 3 february, 2011

“deleted” tweets

will blog for booze “I thought of my post as a piece of writing, and they sent me a bottle of vodka.” Louise Crawford, Absolut Blogger

chipping away at trust and brand equity

• Confessed to leaving anonymous comments in Yahoo finance forums in alleged attempt to devalue Wild Oats; investigated by SEC and FTC • No posts between July 2007 and May 2008 • “I could participate in the community as just another unknown participant on equal terms with every other participant.” (explaining anonymous postings) • Weak “apologies” invoking first amendment rights John Mackey - CEO of Whole Foods eroding trust © 2010 Joel Postman & Socialized

discussion: do you have a favorite social media campaign? Copyright 2012 – 2014, Joel Postman & Socialized PR

why do companies behave badly?

By law, the corporation is granted “personhood.” But what if that person is a psychopath? WHO Characteristics of a Psychopath • Callous unconcern for the feelings of others • Reckless disregard for the safety of others • Incapacity to maintain enduring relationships • Deceitfulness; repeated lying and conning others for profit • Incapacity to experience guilt • Failure to conform to social norms with respect to lawful behaviors.

root cause: performance management • 20 – 70 – 10 rule • reward top performers • retain “vital 70” • manage out “bottom 10” • measure performance Jack Welch Chairman and CEO of General Electric 1981 to 2001

discussion: do you work at a company where you are encouraged to behave ethically? Copyright 2012 – 2014, Joel Postman & Socialized PR

social media regulation

ftc 2009/2013 blog endorsement rules • Addresses bloggers who have relationships with advertisers • The Federal Trade Commission recognizes “the „near-endless‟ variety of possible relationships between bloggers and the companies about whose products they blog.” • Also covers celebrity endorsements • Proximity, prominence and understandable language (not a hashtag) • 2013 update, titled “.com Disclosures,” supplements their 2009 Testimonials & Endorsement Report October, 2009, http://www.socializedpr.com/ftc-endorsement-guides-define-fair-social-media-practices/

The European Union’s Unfair Commercial Practices Directive bars companies from “falsely claiming or creating the impression that the trader is not acting for purposes relating to his trade, business, craft or profession, or falsely representing oneself as a consumer” eu recognized astroturfing 10 years ago

• The right to be forgotten, article 17 of the Data Protection Regulation, has been developed by the EU justice commissioner's office primarily in response to complaints about the way social media, such as Facebook, retain and handle information • Britain opting out? • Who is responsible? eu “right to be forgotten” [erasure] http://www.dataguidance.com/dataguidance_privacy_this_week.asp?id=2119 October, 2013

ethics & privacy resources • Childrens‟ Online Privacy Protection Act (COPPA), protects children under 13 http://www.coppa.org/ • Word of Mouth Marketing Association (WOMMA) Code of Ethics http://womma.org/ethics/code/ • Electronic Frontier Foundation (EFF) http://www.eff.org/issues/privacy • Electronic Privacy Information Center (EPIC) http://epic.org/

• Understand the Medium • Respect Privacy • Identify Yourself • Tell the Truth • Disclose Affiliations • Protect Reputations • Do the Right Thing • Be Kind • Know and Follow the Law • Take a Stand

the social media collision Copyright 2012 – 2014, Joel Postman & Socialized PR Social media is troubled by the constant collision of traditional and new communications

Time, place and occasion don’t exist on the electronic commons Copyright 2011-2013, Joel Postman & Socialized

conversation or publication? • Between you and a friend • No permanent record • Personal signals add nuance • Negotiated conversation clears up misunderstanding • Not governed by law (in most cases) • Visible to millions • Possibly indelible • No nuance • Lack of context and clarification leads to confusion • May have legal implications Copyright 2011-2013, Joel Postman & Socialized

• 35% of employers have found content on social networking sites that caused them not to hire the candidate. • Reasons cited for not hiring include provocative photos (53%), alcohol or drug related content (44%), and badmouthing a previous employer (35%). • 14% rejected candidates who used emoticons :-( • 29% use Facebook, 26% LinkedIn and 21% MySpace. Harris Interactive/CareerBuilder poll, Aug. 19, 2009 http://is.gd/3lKOm authenticity and transparency could cost you Copyright 2011-2013, Joel Postman & Socialized

• Similar to NASDAQ, regulates certain financial service providers, brokers, financial planners, fund managers • January “compliance notice” NTM 10-06 regulates “dynamic communications” like Twitter and Facebook and “static communications” like blogs and advertising • Calls for content to be pre-reviewed and archived, harder with dynamic communications “the current state of technology makes it hard to keep personal uses of networks like LinkedIn and Twitter separate from business uses.” Joseph Price Finra senior vice president Copyright 2011-2013, Joel Postman & Socialized

Publication is self- invasion of privacy. Marshall McLuhan Copyright 2011-2013, Joel Postman & Socialized

“To (students), Facebook and the like occupy some weird twilight zone between public and private information, rather like a diary left on the kitchen table.” Randy Cohen, Ethicist, New York Times Copyright 2011-2013, Joel Postman & Socialized

the global collapse of information integrity © 2013 - 2014Joel Postman & Socialized

There is an inverse relationship between the value of information and the ease with which it is created and distributed. There are forces at work driving a global decline in the value of information. © 2013 - 2014Joel Postman & Socialized

the myth of participation only 1% of people actually create; 90% are passive. © 2013 - 2014Joel Postman & Socialized

circles of concern and control Copyright 2012 – 2014, Joel Postman & Socialized PR Graphic by James Clear. http://jamesclear.com/brain-food

content swirl: we’ve made it too easy © 2013 - 2014Joel Postman & Socialized

2.7B LIKES PER DAY 5B +1 PER DAY 575 LIKES PER SECOND >80% OF PINS ARE REPINS 53% OF USERS NEVER UPDATE clicking, liking, sharing, creating nothing http://www.huffingtonpost.com/brian-honigman/100-fascinating-social-me_b_2185281.html http://www.convinceandconvert.com/twitter/7-surprising-statistics-about-twitter-in-america/ http://www.marketingprofs.com/charts/2013/10002/world-internet-stats-websites-email-social-media-and-more© 2013 – 2014 Joel Postman & Socialized

© 2013 - 2014Joel Postman & Socialized terminal content velocity

discussion: are you a content creator? Copyright 2012 – 2014, Joel Postman & Socialized PR

declining trust in online information © 2013 - 2014Joel Postman & Socialized

ap hacked: reports white house explosion © 2013 - 2014Joel Postman & Socialized

minutes later, market plunges, recovers Within three minutes, Dow Jones dropped 145 points (about 1%) and S&P 500 index also fell nearly 1pc briefly wiping out $136.5bn of the index's value, according to Reuters. © 2013 - 2014Joel Postman & Socialized

tmz reports lil wayne’s pending demise © 2013 - 2014Joel Postman & Socialized

tmz & lil wayne aftermath is mixed © 2013 - 2014Joel Postman & Socialized

commercial agenda clouds the waters © 2013 - 2014Joel Postman & Socialized

you won’t believe what happened next Copyright 2012 – 2014, Joel Postman & Socialized PR 87 million unique visitors in November 2013. (More than the New York Times) "We write at least 25 of them for each post. We test them rigorously." Clickbait: Overselling content with outrageous headlines in order to get people onto a website

native advertising Copyright 2012 – 2014, Joel Postman & Socialized PR an online advertising method in which the advertiser attempts to gain attention by providing content in the context of the user's experience.

contextual advertising Copyright 2012 – 2014, Joel Postman & Socialized PR

slacktivism Doing good with little or no effort on the part of the person inspired to participate, through…forwarding, exhorting, collecting, or e-signing. Snopes, origin unknown • Status update copy-and-paste • Likes • Avatar modifications • Authentication issues • Highlighted by spurious campaign for National Society for the Prevention of Cruelty to Children

© 2013 - 2014Joel Postman & Socialized

discussion: do you trust what you read in social media (such as facebook and twitter)? Copyright 2012 – 2014, Joel Postman & Socialized PR

ever changing definition of journalism © 2013 - 2014Joel Postman & Socialized

© 2013 - 2014Joel Postman & Socialized

man on the street theater © 2013 - 2014Joel Postman & Socialized

social media & democracy

internet kill switches and choke points • Cybersecurity and Internet Freedom Act of 2011 • All data in U.S. traverses fewer than 20 Tier 1 ISPs, including AT&T, Sprint, Time Warner Telecom, Verizon • Meanwhile, one person with a printing press or a laser printer can print and distribute whatever he/she wants. • Which information source is more free?

some internets are freer than others Copyright 2012 – 2013, Joel Postman & Socialized PR

how wired was egypt? • About 19% of Egypt's 80M people have Internet access • Egypt has about 5.2M Facebook users, less than 7% of the population • About 31 percent of those who have Internet access have signed up for Facebook accounts—a lot of them over the few weeks prior to the rebellion • In contrast, nearly 60 percent of those with Internet access in Tunisia have Facebook accounts, while the number is close to 50 percent in the UAE PBS, How January 31, 2011 http://www.pbs.org/newshour/rundown/2011/01/how-wired-are-egyptians.html Computerworld http://blogs.computerworld.com/17810/is_the_role_of_social_media_in_egypt_being_overstated

what was blocked in egypt? • Link Egypt, Vodafone/Raya, Telecom Egypt, Etisalat Misr, Egypt’s four largest ISPs shut down • Twitter and Facebook blocked • Internet and some landlines also down • Network operators and service providers in Egypt told by email to suspend services “in selected areas” in compliance with local laws • France Telecom said its Egyptian Mobinil service was blocked • SayNow (acquired by Google) converts voicemail to a Tweet with the hashtag #egypt. http://www.businessweek.com/news/2011-01-28/egyptians-defy-curfew-to-battle-police-in-challenge-to-mubarak.html

how fast can you turn off a nation’s Internet?

sms/mobility: political & social equalizers • Oro Verde Program pilot has demonstrated the potential of SMS in improving the way market prices are communicated to miners • Fair elections in Nigeria 2011; country has 83 million active GSM lines. “SMS was the most utilized medium during the voter registration exercise and the aborted National Assembly Elections on Saturday 2nd April. • Following Egypt & Tunisia, U.S. Secretary of State Clinton calls for Twitter accounts in Farsi, Arabic, etc. to reach young people

social media candidate, anti-social president • Barrack Obama change.gov praised for social media savvy, role in election; after election transitioned to whitehouse.gov • Job of a candidate vs. job of a president Freedom of Information Act, Presidential Records Act, Americans with Disabilities Act Channel Obama McCain Facebook 2,379,102 620,359 Twitter 112,474 4,603 YouTube Viewers 18,413,110 2,032,993 Blog Post Mentions 500,000,000 150,000,000

joel.postman@gmail.com facebook/postman @jpostman

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