1. Demystifying Social Media
(in 7.5 minutes)
Katy Lindemann
Naked Communications
Mashup* Social Media 09 – 12th Nov 09
I’m going to try and demys0fy social media in record breaking 0me – we’ve got about 10 mins including ques0ons, so ready, set, GO!
2. SOCIAL MEDIAʼS ALL ABOUT BLOGS,
FACEBOOK, TWITTER ETC - RIGHT?
http://www.flickr.com/photos/stabilo-boss/
So there’s a hell of a lot of buzz about social media. You can’t get away from it. Everyone’s obsessed with it. That’s why we’re all here today.
And when people talk about social media, they usually mean social publishing like blogs or wikis, or social plaJorms like TwiKer, Facebook and
the like.
3. ITʼS TIME TO
CONFRONT THE
ELEPHANT IN THE
ROOM…
Except that I think it’s 0me to confront the elephant in the
room
5. IT SUGGESTS THE MEDIA - THE
PLACES - ARE SOCIAL
http://www.flickr.com/photos/rainofwonder/
It suggests the media – the places – are social. It makes it all about the ‘where’.
But it’s not the media that are social. It’s the ideas and the behaviour (‘what’ and ’how’).
6. WHEN REALLY
ITʼS ABOUT
http://www.flickr.com/photos/cayusa/
Social ideas are ideas that get people talking – that spark conversa0on, which get shared and passed on
8. SOCIAL IDEAS HAVE
ALWAYS BEEN
ABOUT GETTING
TALKED ABOUT
Social ideas aren’t anything new. It’s what brand communica0on has always been about. The ul0mate goal has always been to create a
product, service, or piece of communica0on that gets people talking. It’s about being talked ABOUT.
Lots of great adver0sing has been about crea0ng lots of buzz. And lots of really successful brands are brilliant at social ideas ‐ geVng talked
about. But just geVng talked about isn’t enough to be social
9. SOCIAL BEHAVIOUR
MEANS ACTUALLY
JOINING THE
CONVERSATION
Social behaviour is about actually joining in
And it’s an important dis0nc0on.
For example, Apple do a brilliant job at geVng talked about.
But in terms of their behaviour, they’re incredibly an0 social. It’s all about one way communica0on They’re happy to be talked about, but they
have zero interest in engaging in any kind of dialogue. And maybe that’s OK, because they’re Apple (although if any other brand behaved the
way Apple did, they’d be slaughtered). But let’s not confuse being talked about with being social.
And really that’s what the fuss about social is. It’s about interac0on, par0cipa0on and dialogue.
10. ITʼS ABOUT BEING SOCIAL
NOT SOCIAL MEDIA
So let’s stop thinking about social media. It’s a really unhelpful term.
It’s just about being social. Social isn’t about what you do on Facebook or TwiKer, it’s about how you behave.
So let’s think a bit more about social behaviour – what does it actually mean to be social?
11. CONVERSATION *
* THIS MEANS LISTENING AS WELL AS TALKING
Tradi0onal communica0on was about brands talking and people listening. One‐way broadcast.
Conversa0on is two‐way. It’s about listening as well as talking. Being human and authen0c.
People don’t want to be “communicated to” – we’d much prefer to engage in conversa0ons about the things that maKer to us.
We want to be listened to and acknowledged. We like to exchange views and ideas and values. We like to have our ques0ons answered.
Being social means par0cipa0ng in all the above in equal measure. Be interested as well as interes0ng.
15. AND BEING SOCIAL ISNʼT JUST
ABOUT MARKETING
If you truly put your customer at the heart of your business, then social principles shouldn’t just be confined to the marke0ng department.
20. AND FINALLY…
BEING SOCIAL IS SOMETHING
YOU DO WITH PEOPLE
So I hope this has helped to demys0fy the world of social.
It’s not about the plaJorms you use, or how many followers you have, or many views you got.
Social’s about how you behave. It’s something you do WITH people and not TO people.
And if you can get that bit right, you’re well on your way.