The impact and etiquette of social media

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Published on November 16, 2009

Author: davidcushman

Source: slideshare.net

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The presentation I gave to the 157Group - marcomms pros from Britain's biggest and best colleges

The Impact & the Etiquette of Social Media David Cushman

Who am I? 20 years in media, advertising, marketing and organisational change Author of The Power of the Network Blog ranked world No7 for publishing, UK’s top 20 for marketing/advertising, Invited to speak on the impact of social media from New York to San Francisco (the valley, too) Cannes to Cork Helped Bauer/emap, Honda, Phillips, Sony-Ericsson, Gatwick Airport, Edge, UKBA, CWDC, DfT, Grey (London), MCBD, Digitas, RIOT/180, ThirdeyeT, Gambling Compliance, The Met Police, Coca Cola etc Trustee of UK charity Citizens Online Ex-Director of Social Media at BrandoSocial Currently MD 90:10 Ltd (Ninety10group.com) Nov 16, 2009

20 years in media, advertising, marketing and organisational change

Author of The Power of the Network

Blog ranked world No7 for publishing, UK’s top 20 for marketing/advertising,

Invited to speak on the impact of social media from New York to San Francisco (the valley, too) Cannes to Cork

Helped Bauer/emap, Honda, Phillips, Sony-Ericsson, Gatwick Airport, Edge, UKBA, CWDC, DfT, Grey (London), MCBD, Digitas, RIOT/180, ThirdeyeT, Gambling Compliance, The Met Police, Coca Cola etc

Trustee of UK charity Citizens Online

Ex-Director of Social Media at BrandoSocial

Currently MD 90:10 Ltd (Ninety10group.com)

Context Nov 16, 2009

What is social media? Digitally enabled peer-to-peer networks From email and sms to Facebook and Twitter Distribution is by people to people Content is by people to be shared with other people POWER! Nov 16, 2009

Digitally enabled peer-to-peer networks

From email and sms to Facebook and Twitter

Distribution is by people to people

Content is by people to be shared with other people

POWER!

Power? Every hotel Every restaurant Every shop Everywhere… Nov 16, 2009 Filled with published critics

Every hotel

Every restaurant

Every shop

Everywhere…

Peer-to-Peer? The most powerful behaviour changer there is We do what others like us do Social media brings us together with people like us Social media helps people like us act together Nov 16, 2009

The most powerful behaviour changer there is

We do what others like us do

Social media brings us together with people like us

Social media helps people like us act together

Social media Is not : A channel (it’s a network) Nov 16, 2009 Is not : A place to broadcast (it’s for conversations)

Is not : A channel (it’s a network)

It’s all about the people, people Where humans are talking to each other about things that bother/interest them – on a global scale You are included. With or without your permission. If you’re lucky/unlucky If you contribute If you participate Nov 16, 2009

Where humans are talking to each other about things that bother/interest them – on a global scale

You are included. With or without your permission.

If you’re lucky/unlucky

If you contribute

If you participate

We’re all publishers now 300m blogs globally 73% of web users read blogs Facebook members 132.1 million unique users in June 2008 (now over 300m) MySpace had 117.6 million users in June 08 (now declining). Twitter has now exceeded 50m – up 49m in a year! (overtaken myspace in UK) More video added to Youtube in last year than broadcast by TV EVER! Nov 16, 2009 The revolution is speeding up...

300m blogs globally

73% of web users read blogs

Facebook members 132.1 million unique users in June 2008 (now over 300m)

MySpace had 117.6 million users in June 08 (now declining).

Twitter has now exceeded 50m – up 49m in a year! (overtaken myspace in UK)

More video added to Youtube in last year than broadcast by TV EVER!

We’re all advertisers and marketers now Friend-recommendation is responsible for 70%+ of all purchase decisions 34% write about products and brands on their blogs 20% of all tweets are brand related 23% of social network users have added applications 18% of bloggers install widgets Nov 16, 2009

Friend-recommendation is responsible for 70%+ of all purchase decisions

34% write about products and brands on their blogs

20% of all tweets are brand related

23% of social network users have added applications

18% of bloggers install widgets

Social media. Shared media. Very different measures required. Not consuming; participating Co-creating the experience Communities not audiences To take part, you have to create part Think ears and mouths, rather than eyeballs Very different from the world of mass broadcast media Nov 16, 2009

Very different measures required.

Not consuming; participating

Co-creating the experience

Communities not audiences

To take part, you have to create part

Think ears and mouths, rather than eyeballs

Very different from the world of mass broadcast media

How do we adapt? Nov 16, 2009

The user is the destination now

The long tail… and it’s getting longer Nov 16, 2009 The idea that the majority is made up of people who don’t want the thing that the largest single group do. Twitter Trends, the charts and often elections – surface the largest single group – not, by a long way, the majority

Frightening Fragmentation Nov 16, 2009 Q: How can we reach deep into and along the ever-elongating long tail? A: Understand how messages/ideas and conversations evolve in the networked world

The internet is for people .

The internet is for people . For people to form groups

The internet is for people . For people to form groups Groups with shared purposes

The internet is for people . For people to form groups Groups with shared purposes Groups of people that can form at little or no cost

That changes everything Nov 16, 2009 http://flickr.com/photos/ stuckincustoms/

Three key disruptions Who gets to create content? Who gets to distribute content? Who controls the user experience?

Three key disruptions Who gets to create content? Any and everyone Who gets to distribute content? Any and everyone Who controls the user experience? The user is the destination now, they control their own A-to-anywhere journey

You can’t target every community of purpose They can Here’s how http://flickr.com/photos/caribb/

You can’t target every community of purpose They can Here’s how

Nov 16, 2009 THE STAGE Scale = audience = where the eyeballs have gone Message broadcast at audience

Nov 16, 2009 THE STAGE But in (social) networks the broadcast message doesn’t arrive

Nov 16, 2009 They aren’t looking at The Stage. They are looking at each other Scale = lots of communities of purpose = where the eyeballs are focused

Nov 16, 2009 They share messages among their groups. They adapt them to suit their groups They make the message theirs We share what we think is cool with people who (we think) will think its cool , too

They share messages among

their groups.

They adapt them to suit their groups

They make the message theirs

Nov 16, 2009 The groups are not fixed (adhoc). The message spreads when the groups reform around a new purpose Users select what they think is cool (has utility) to take with them on their journey

The groups are not fixed (adhoc).

The message spreads when the

groups reform around a new purpose

Nov 16, 2009 Participants adapt the message to suit the group they wish to share it with The people best-placed to adapt the message are in the group, not on the stage

Nov 16, 2009 And so it continues; the message evolving to survive. Or it dies out We share what we think is cool. That which we co-create, we embrace

Nov 16, 2009 They aren’t your groups they are theirs They aren’t your messages they are theirs Communication is not done to them, it is done by them

In social media WE are the (only) distribution, WE are the content, WE are the 'user journey', WE are how messages are transmitted. WE are the medium and the media carried by it WE are the connections. and how the connections are made. Nov 16, 2009

WE are the (only) distribution,

WE are the content,

WE are the 'user journey',

WE are how messages are transmitted.

WE are the medium and the media carried by it

WE are the connections.

and how the connections are made.

Same as it ever was? Nov 16, 2009

Key lessons for organisations http://flickr.com/photos/cleversimon/

Key lessons for organisations 2 Respond Nov 16, 2009 http://flickr.com/photos/daveyp/

Respond

Listen The conversations are happening with or without your permission. They are happening everywhere people talk You can listen: twitter search; brandtags.net, Radian6, etc Listen, enable, and serve. Nov 16, 2009

The conversations are happening with or without your permission.

They are happening everywhere people talk

You can listen: twitter search; brandtags.net, Radian6, etc

Listen, enable, and serve.

Business case for listening 70% of purchase decisions are friend-recommended. How much of your current spend is focused on connecting to the conversations? How much value do you currently place on these conversations? If the answer isn’t 70%... Nov 16, 2009

70% of purchase decisions are friend-recommended.

How much of your current spend is focused on connecting to the conversations?

How much value do you currently place on these conversations?

If the answer isn’t 70%...

2. Respond Marketing isn’t done to them, it is done by them Think less of where the eyeballs are and more about the mouths and ears Place value on real-time, human interaction. Nov 16, 2009

Marketing isn’t done to them, it is done by them

Think less of where the eyeballs are and more about the mouths and ears

Place value on real-time, human interaction.

Social media works best When users can adapt the message to better suit those they would share with Eg Youtube’s many incarnations of the Cadbury’s gorilla ad. Where they lower the technical barriers Eg Pampers easy-insert of your own kids’ pictures into a Christmas video message. Nov 16, 2009

When users can adapt the message to better suit those they would share with

Eg Youtube’s many incarnations of the Cadbury’s gorilla ad.

Where they lower the technical barriers

Eg Pampers easy-insert of your own kids’ pictures into a Christmas video message.

Messy kitchens Nov 16, 2009

Interesting + together Create interesting things for people to do together Co-create with those you were going to do your content to/deliver a product or service to. Now do it with them. They’ll find that more interesting. Nov 16, 2009

Create interesting things for people to do together

Co-create with those you were going to do your content to/deliver a product or service to.

Now do it with them.

They’ll find that more interesting.

Connect communities of purpose Make it easy for people who care to connect People who care, act Action creates value (makes change) Their actions attract more people to the purpose by amplifying and sustaining the conversation Nov 16, 2009

Make it easy for people who care to connect

People who care, act

Action creates value (makes change)

Their actions attract more people to the purpose by amplifying and sustaining the conversation

Success requires: A willingness to relinquish control Toolkits users can play with Creative users 2&3 are in place. Ready for No1? Nov 16, 2009 http://flickr.com/photos/darwinbell /

A willingness to relinquish control

Toolkits users can play with

Creative users

2&3 are in place.

Ready for No1?

Broken media If you publish without allowing the reader to publish back, you state: There, I'm done. That's all you need to know. All your questions have been answered - because I say so. This is as good as it gets. Me producer, you consumer. Me expert, you little man/woman. Nothing to be challenged here. Move along Your opinion counts for zip Media that publishes without a comment box publishes broken

If you publish without allowing the reader to publish back, you state:

There, I'm done.

That's all you need to know.

All your questions have been answered - because I say so.

This is as good as it gets.

Me producer, you consumer.

Me expert, you little man/woman.

Nothing to be challenged here. Move along

Your opinion counts for zip

What makes me angry? Organisations insisting on massaging (messaging?) the humanity out of their best efforts to communicate with humans. There's a kind of insanity in that which is beyond grotesque. Those who think they can 'use' us (that's me and you, kid) as a channel.  Those who think the conversation is trivial. They belittle what it is to be human and the value we place on relationships. Their loss. Nov 16, 2009

Organisations insisting on massaging (messaging?) the humanity out of their best efforts to communicate with humans. There's a kind of insanity in that which is beyond grotesque.

Those who think they can 'use' us (that's me and you, kid) as a channel. 

Those who think the conversation is trivial. They belittle what it is to be human and the value we place on relationships. Their loss.

Remember It ain’t social media if it doesn’t change your business… Nov 16, 2009

It ain’t social media if it doesn’t change your business…

Social + Media Social = Groups, people, us, what we choose to do together Media = Content, distribution, them, what they would seek to do to us Nov 16, 2009

Social = Groups, people, us, what we choose to do together

Media = Content, distribution, them, what they would seek to do to us

Together 90:10 “ The people who can make the biggest difference to your college don't work for it. “ Adapting to the network means they can.” Nov 16, 2009

“ The people who can make the biggest difference to your college don't work for it.

“ Adapting to the network means they can.”

Contact: David Cushman FasterFuture.blogspot.com twitter.com/davidcushman [email_address] [email_address] Call or text +447736 353590 Or just Google me (no, really) Nov 16, 2009

David Cushman

FasterFuture.blogspot.com

twitter.com/davidcushman

[email_address]

[email_address]

Call or text +447736 353590

Or just Google me (no, really)

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