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Digital Age 2011 Istanbul october 2011

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Digital Age 2011 Istanbul october 2011

  1. 1. Stop you wasting money on social media
  2. 2. Gartner Hype Cycle
  3. 3. Gartner Hype Cycle False Engagement Arrival of Intelligence Productive Engagement
  4. 4. False Engagement Digital agencies Social media agencies Facebook
  5. 5. “ Social media is a new channel you can use to ‘reach out’ to your consumers or customers” WRONG!
  6. 6. Not sharing information Making connections and taking actions
  7. 7. The challenge: support what the connected consumer wants to do (or else they will replace what you do)
  8. 8. “ These are forms of media or content platform” WRONG!
  9. 9. Four glasses of Facebook, three shots of Twitter and a blog
  10. 10. Should I be on Twitter? Facebook Twitter
  11. 12. “ Our objective is to grow our Facebook fan base” Social media doesn’t help you communicate with all of your audience Social media helps you communicate with exactly the right people at exactly the right time
  12. 13. <ul><li>Saying something nice about your brand </li></ul><ul><li>Saying something nasty about your brand </li></ul><ul><li>Asking a question for which your brand is the answer </li></ul><ul><li>Making a suggestion as to how to make your brand better </li></ul>
  13. 14. Digital spaces – not digital places
  14. 16. Social media is something you participate within, not something you sponsor or buy
  15. 20. Gartner Hype Cycle False Engagement Arrival of Intelligence
  16. 21. The arrival of intelligence Let’s get Britain Biking.com 256 active members = 0.02% of people with motor bikes Picture of accountant What is the value of a ? Discovery of the right conversation
  17. 22. Gartner Hype Cycle False Engagement Arrival of Intelligence It’s different
  18. 23. Its different Traditional media Social media
  19. 24. Doesn’t understand the difference Understands the difference Practical understanding Helps you change things tomorrow Theoretical understanding Helps you plan for the future
  20. 25. A brief history of information
  21. 26. A brief history of information
  22. 32. Information Distribution
  23. 33. Welcome to the post-Gutenberg World Mass information distribution costs nothing Everyone has the tools Content has been liberated
  24. 34. What is the social media revolution? Separation Information Means of distribution
  25. 35. Marketing = the art of reduction Creative Director Web designer A 30 second, one-to-many mass message
  26. 36. Reductive to narrative Propositions Stories
  27. 37. We like what you do We don’t like what you do Who are you, what do you do? Here’s how to make it better STORY CONVERSATION CONTENT COMMUNITY
  28. 38. “ A beer of substance for a man of substance”
  29. 39. What stories Hi, I am a beer of substance for a man of substance What a loser
  30. 40. What stories Validation not illustration Let me tell you a story Sounds interesting
  31. 41. The P&G Story
  32. 42. Conversation
  33. 43. Monitoring <ul><li>Tools that help you understand the environment (chart) </li></ul><ul><li>Tools that give you the real-time information (radar) </li></ul>
  34. 45. The future of content
  35. 46. An ad is an answer to a question that no-one ever asked
  36. 47. 9 out of these top 10 sites is either a blog or social site
  37. 48. Create a content warehouse <ul><li>High volume </li></ul><ul><li>Very specific </li></ul><ul><li>‘ Socialised’ – embedded within conversations </li></ul>
  38. 49. Individuals will not want to be managed within communities controlled by brands Individuals will form communities to manage their interaction with brands Community
  39. 53. Gartner Hype Cycle False Engagement Arrival of Intelligence Productive Engagement Social media is not about marketing or communications Social media is changing the relationship between institutions and individuals
  40. 54. Identity: “I make candles” Beliefs: Striving to make better candles Environment: Candle making workshop Identity: “I provide light” Beliefs : Make it easy for people to see after the sun goes down Environment: Shop selling candles, matches, tapers
  41. 55. News as finished product News as raw material
  42. 56. Mission accomplished? teşekkür ederim

Notas do Editor

  • Lots being wasted Help people here today avoid that Recognise – first steps don’t involve spending much money (major resource time)
  • Driven by need to create or sustain a business model Model not aligned against how the social media space actually works
  • Reach out = continue to broadcast to
  • Huge obsession with Facebook Not fashionable to drive people to web site anymore
  • Influence is defined not be who they are – but what they are doing e.g. a consumer talking about a problem with your brand on Twitter Target conversations – not people
  • Conversation about company – not happening on the website What is being said is now much more important than who is saying it (influential bloggers are defined as sources of information not points of distribution) Here today – gone tomorrow 10 most influential people
  • Controlling stories gave you more power than controlling empires
  • What companies are finding – if you haven’t got a story you haven’t got anything to say
  • What companies are finding – if you haven’t got a story you haven’t got anything to say
  • P&amp;G is the perfect expression of Gutenberg, reductive marketing Have to think about a story triangle – power is on top, visibility / consumer is at the bottom. You have to connect the two. Client story is the creative brief
  • There is however an agency opportunity
  • What is the next big thing in social media (assume it’s a new tool / thing) The next big thing is a form of behaviour (what do with the tools) – formation of focused digital community (with tools already there) Comes back to point about connection and action Facebook example – no point in talking to the individual (in any kind of scale) 99.9% of all interaction / activity is impenetrable to any form of corporate / commercial message (may tolerate sidebar ad – the limit) Facebook and LinkedIn