Published on August 17, 2009
Where it Fits in the Digital Media Mix
17 August 2009
2 WHAT IS SOCIAL MEDIA Introducing… the people formerly known as the AUDIENCE
3 SOCIAL MEDIA DEFINED Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings. Inclusive of activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio. -Wikipedia.org
4 SOCIAL MEDIA DEFINED Fuor Digital Definition Social Media defines any digital vehicle that allows people to customize, collect, connect and collaborate The Fuor C’s
5 WHY ITS CRUCIAL TO ADD TO THE MIX 57% of people online have joined a social network both personal or professional
6 WHY ITS CRUCIAL TO ADD TO THE MIX 100,000,000 videos have been posted 65,000news videos/day 83% have watched video clips
200,000,000 blogs 73% of active online users have read a blog 45% have started their own blog 39% subscribe to one or multiple RSS feeds 7 WHY ITS CRUCIAL TO ADD TO THE MIX
55% have uploaded & shared photos 1.5 million residents in virtual worlds 8 WHY ITS CRUCIAL TO ADD TO THE MIX
WHY ITS CRUCIAL TO ADD TO THE MIX With 50,000 message boards, 100,000 twitter posts daily 2,000,000 unique pieces of content processed every 24 hours… …Participation in social media is vital for brands 9
10 SOCIAL MEDIA BREAKDOWN User Generated Content Customize Blogs Twitter Collaborate Social Networks Social News Collect Connect
SOCIAL MEDIA BREAKDOWN Networks = Connect Social Networks Portable Social Graphs Gives any website the power of social context that is currently only found within the walls of a social network 11
SOCIAL MEDIA BREAKDOWN Networks (cont.) = Connect Portable Social Graphs coming from Facebook, MySpace, Google, Yahoo and Microsoft are going to transform how consumers interact with digital technology and each other 12 July 2008 Mark Zuckerberg introduced Facebook connect
page 13 SOCIAL MEDIA BREAKDOWN Networks (cont.) = Connect Facebook Connect Facebook Connect as an alternative to site registrations Sites are allowing users to login through Facebook Connect, presenting an easy and quick alternative to normal registrations.
SOCIAL MEDIA BREAKDOWN News = Collects RSS Tagging Social Bookmarking Collective Wisdom Ratings Sites Wikipedia Social News 14
User Generated Content (UGC) = Customizes Blogs / Twitter Virtual Worlds / Avatars Photo Sharing Consumer Reviews SOCIAL MEDIA BREAKDOWN 15
Users Customize their online identities with… Networks Applications SOCIAL MEDIA BREAKDOWN 16
Users Customize their online identities with… Tagging Content Participating in Online Discussions Commenting SOCIAL MEDIA BREAKDOWN 17
Users Customize their online identities with… Widgets Photos… SOCIAL MEDIA BREAKDOWN 18
19 SOCIAL MEDIA DEFINED Its not a fad… It is a fundamental shift in the human means to communication
20 SOCIAL MEDIA PROCESS How to think about it in relation to purchased media? Purchased Media = The Monologue Social Media Efforts = +The Dialogue = Mastering the Digital Mix So where in the world do we start???
21 SOCIAL MEDIA PROCESS People are talking about products and brands right now… “It’s about conversations, and the best communicators start as the best listeners” Brian Solis, Social Media Manifesto Start by using tools to measure the noise and then…
22 SOCIAL MEDIA PROCESS 2. …Immerse into the conversation
23 SOCIAL MEDIA PROCESS Participate It is a dialogue, not a monologue Build a communication plan Relinquish Control The goal is not to control the conversation Create opportunities for consumers to take ownership of the brand Enable Inspire Let’s give ‘em something to talk about… Make them love you or hate you, don’t leave them indifferent INFLUENCE
24 SOCIAL MEDIA PROCESS Measure the new noise, and brand impact Continue to go deeper… Use social graph data and leverage key players Create rich profiles, including demos, interests, behavior Find others like them in the network Can also target outside social networks themselves Also identify “Influencers” who connected AND share
Create rich profiles, including demos, interests, behavior
Find others like them in the network
Can also target outside social networks themselves
Also identify “Influencers” who connected AND share
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