Introduction on Social Media & how it can benefit an organisation like Salzburg Global Seminar

1. Possible roles of
social media for the
Salzburg Global Seminar

2. Possible roles of
social media for the
Salzburg Global Seminar
WHAT
do we mean with
Social Media?

3. Possible roles of
social media for the
Salzburg Global Seminar
WHAT HOW
do we mean with to evaluate different
Social Media? Social Media for you

4. Social media for the Salzburg Global Seminar
Examples of Social Media

5. Social media for the Salzburg Global Seminar
Examples of Social Media
‣ Blogs
‣ Social Networks
‣ Forums
‣ Micro blogging services
‣ Costumer ratings & feedback

6. Social media for the Salzburg Global Seminar
Definition of Social Media

7. Social media for the Salzburg Global Seminar
Definition of Social Media
Is it HYPE ?

8. Social media for the Salzburg Global Seminar
Definition of Social Media
Is it HYPE ?
Is it technology ?

9. Social media for the Salzburg Global Seminar
Definition of Social Media
Is it HYPE ?
Is it technology ?
Is it ->participation<- ?

10. Social media for the Salzburg Global Seminar
It’s not HYPE
“Facebook
more popular
than porn”
Oct 2007

11. Social media for the Salzburg Global Seminar
It’s not HYPE
‣ 20 Hours of video are uploaded to YouTube every MINUTE
‣ 13 million - Number of Articles on Wikipedia
‣ 3 million – The number of ‘Tweets’ per day on Twitter
‣ 14 million - The number of video views of Obama’s yes we can video on Youtube
‣ $6.5 million – the amount that 3 million people donated to Obama in 2008 online
‣ 184 million World Wide have started a blog

12. Social media for the Salzburg Global Seminar
Is it new TECHNOLOGY?
“We greet the inhabitants of Budapest. We greet them in an unusual way from which telephone
broadcasting all over the world will start its victorious journey.”
- first broadcast from Tivadar Puskás of Telefon Hírmondó

13. Social media for the Salzburg Global Seminar
Is it new TECHNOLOGY?
“We greet the inhabitants of Budapest. We greet them in an unusual way from which telephone
broadcasting all over the world will start its victorious journey.”
- first broadcast from Tivadar Puskás of Telefon Hírmondó
‣ One-way & two-way media
have always co-existed

14. Social media for the Salzburg Global Seminar
Is it new TECHNOLOGY?
“We greet the inhabitants of Budapest. We greet them in an unusual way from which telephone
broadcasting all over the world will start its victorious journey.”
- first broadcast from Tivadar Puskás of Telefon Hírmondó
‣ One-way & two-way media
have always co-existed
‣ What about the so-called
killer apps of Web 1.0?

15. Social media for the Salzburg Global Seminar
Jerry
Yang’s
guide to
the
World
Wide
Web

16. Social media for the Salzburg Global Seminar
The exponential growth of the WWW
Google launches (9 million sites)
April 1996 Page & Brin start working
on the Google search engine
(100,000 websites)
Jerry’s guide - April 1994 (1000 websites)
Source: Jacob Nielsen - useit.com

17. Social media for the Salzburg Global Seminar
What was different?
‣ Traditional scarcity =>
Spectacular growth
of media ‘outlets’

18. Social media for the Salzburg Global Seminar
What was different?
‣ Traditional scarcity =>
Spectacular growth
of media ‘outlets’
‣ Professionalism
=> Amateur

19. Social media for the Salzburg Global Seminar
How is search social?
The Magna Carta of the web
PR(U) = (1-d) + d * sumV(PR(V)/N(V))

20. Social media for the Salzburg Global Seminar
How is search social?
PR(U) = (1-d) + d * sumV(PR(V)/N(V))
=
Google’s PageRank formula

21. Social media for the Salzburg Global Seminar
How is search social?
PR(U) = (1-d) + d * sumV(PR(V)/N(V))
=
Google’s PageRank formula
=
Social Technology

22. Social media for the Salzburg Global Seminar
Social Media is participation
“Andy Warhol said everybody is famous for 15 minutes.
Social Networking changed that to everyone is famous
for 15 people.
If you have a million friends, you’re broadcasting. You’re
an entertainer”
Tom Anderson founder of MySpace

23. Social media for the Salzburg Global Seminar
Social Media is participation
No longer a one-way hierarchy...

24. Social media for the Salzburg Global Seminar
Social Media is participation
...but an interactive process.

25. Social media for the Salzburg Global Seminar
Social Media is participation
Ordinary human needs
have found a home in
social media.
‣ Altruism
‣ Socialising
‣ Self-actualisation
‣ Networking

26. Social media for the Salzburg Global Seminar
Social Media is..

27. Social media for the Salzburg Global Seminar
Social Media is..
‣ HYPE

28. Social media for the Salzburg Global Seminar
Social Media is..
‣ HYPE
‣ NEW

29. Social media for the Salzburg Global Seminar
Social Media is..
‣ HYPE
‣ NEW
‣ PARTICIPATION

30. Social media for the Salzburg Global Seminar
Implications
Jeff Jarvis talks of
things organisations
should consider
‣ New relationships
- Give the people
control: we will use it
- Your customer is your
best partner

31. Social media for the Salzburg Global Seminar
Implications
‣ New architecture
- Do what you do best and link to the rest
- Join a network or be a platform
- Think distributed

32. Social media for the Salzburg Global Seminar
Implications
‣ New publicness
- If you’re not searchable, you won’t
be found
- Everybody needs a little SEO
- Your customers are your ad agency

33. Social media for the Salzburg Global Seminar
Implications
‣ New society
- “Elegant organization”, Mark Zuckerberg, founder of Facebook

34. Social media for the Salzburg Global Seminar
Implications
‣ New economy
- Manage abundance, not scarcity
- Join the open-source, gift economy
- The mass market is dead - long live the
mass of niches

35. Social media for the Salzburg Global Seminar
Implications
‣ New attitude
- “There is an inverse relationship between control and trust”, David Weinberger
- The art of listening

36. Social media for the Salzburg Global Seminar
Implications
‣ New ethic
- Make mistakes well - Be honest
- Be transparent - Collaborate

37. Social media for the Salzburg Global Seminar
How organisations can use Social Media

38. Social media for the Salzburg Global Seminar
How organisations can use Social Media
‣ Listening
To learn more about what people
think of your organization

39. Social media for the Salzburg Global Seminar
How organisations can use Social Media
‣ Listening
To learn more about what people
think of your organization
‣ Talking
To partake in the conversation

40. Social media for the Salzburg Global Seminar
How organisations can use Social Media
‣ Listening
To learn more about what people
think of your organization
‣ Talking
To partake in the conversation
‣ Embracing
Integrate your members in the way
your business works

41. Social media for the Salzburg Global Seminar
How organisations can use Social Media
‣ Listening
To learn more about what people
think of your organization
‣ Talking
To partake in the conversation
‣ Embracing
Integrate your members in the way
your business works
‣ Energizing
Let members evangelize to others
about you

42. Social media for the Salzburg Global Seminar
How organisations can use Social Media
‣ Listening
To learn more about what people
think of your organization
‣ Talking
To partake in the conversation
‣ Embracing
Integrate your members in the way
your business works
‣ Energizing
Let members evangelize to others
about you
‣ Helping
Let customers help each other

43. Social media for the Salzburg Global Seminar
How organisations can use Social Media
Your demographic Creators
Publish a blog
Publish your own Web pages
Upload video you created
profile
Post ratings/reviews of products/services
Critics Comment on someone else’s blog
Use RSS feeds
Collectors Add “tags” to Web pages or photos
Joiners Maintain profile on a social networking
Read blogs
Spectators Watch video from other users
Listen to podcasts
Inactives None of the above
Social Technographics ™ Ladder by Forrester

44. Social media for the Salzburg Global Seminar
How organisations can use Social Media
Your communications problem
Blogs Social Network Viral video Micro blogging Communities
Complexity Best
Awareness Also good Best Also good
Word of Mouth Also good Best Also good
Accessibility Best

45. Social media for the Salzburg Global Seminar
How organisations can use Social Media
Blogs
Companies with a
complexity problem
stand to benefit from
using blogs.

46. Social media for the Salzburg Global Seminar
How organisations can use Social Media
Video
“Viral videos are best
for punching through
the noise – the
awareness problem.”
- Li and Bernoff (Forrester)

47. Social media for the Salzburg Global Seminar
How organisations can use Social Media
Social Networks
“If you want to be hot and have people talking
about how hot you are then Facebook and
MySpace are for you.”
- Li and Bernoff (Forrester)

48. Social media for the Salzburg Global Seminar
How organisations can use Social Media
Communities
‣ An option for those who have difficulty get their messages to their customers
‣ Need strong identities

49. Social media for the Salzburg Global Seminar
How organisations can use Social Media
Micro Blogging & Status updates
‣ Good for listening
‣ Networking and building relationships
‣ Announcing things & self promotion
‣ Customer relations

50. Social media for the Salzburg Global Seminar
How organisations can use Social Media
Multi-platform
It is now possible to mix and
match elements from
existing platforms.
‣ Facebook connect & Twitter sign in
‣ Blog RSS feeds

51. Social media for the Salzburg Global Seminar
Case study: canEUhearme
‣ MTV was tasked by the European
Union (EU) to increase awareness
about the upcoming EU elections
amongst young people. And energise
them to take part.
‣ EU wanted to build a bespoke social
network where young people could
interact around a common European-
ness.

52. Social media for the Salzburg Global Seminar
Case study: canEUhearme

53. Social media for the Salzburg Global Seminar
Case study: canEUhearme
‣ Facebook Connect
on Shout Box

54. Social media for the Salzburg Global Seminar
Case study: canEUhearme
‣ Shout archive

55. Social media for the Salzburg Global Seminar
Case study: canEUhearme
‣ Facebook Connect
on Polls

56. Social media for the Salzburg Global Seminar
Case study: canEUhearme
‣ Twitter
Integration

57. Social media for the Salzburg Global Seminar
Case study: canEUhearme
‣ Twitter
Integration

58. Social media for the Salzburg Global Seminar
Case study: canEUhearme
‣ Picture
Competition

59. Social media for the Salzburg Global Seminar
Case study: canEUhearme
‣ Comments

60. Social media for the Salzburg Global Seminar
How organisations can use Social Media
‣ Listening
To learn more about what people
think of your organization
‣ Talking
To partake in the conversation
‣ Embracing
Integrate your members in the way
your business works.
‣ Energizing
Let members evangelize to others
about you
‣ Helping
Let customers help each other