From behavioral trends to the technology tools and the brands and people who are using social media, we invite you to become an active practitioner in this session.
2. Goal 1: Move past the hype! Goal 2: Inspire you to try something new Goal 3: Motivate you to participate
3.
4.
5. This 101 Focuses On What Makes Media Social People: Media shifts, content and behavioral Technology: The vast universe of tools Your Brand, Your Story, Your Voice, Our Agency Brands: The people and brands willing to make a change
7. Our clients’ marketing model is being challenged, and CMOs can foresee a day when it will no longer work. McKinsey Quarterly, 2005, Number 2 Source: Alain Thys: http://blog.futurelab.net
8. People are free and are demanding their voices be heard. Consumers are demanding that agencies and their clients listen, learn and change.
9.
10. 200,000,000 blogs 1.5 million residents “ When the people find that they can vote themselves money, that will herald the end of the republic.” >100,000,000 videos (65,000/day) 14,463,346 auctions Almost 4,000,000 articles (10 languages) reaches over 91 million U.S. people monthly
11. Semi-amateurs start to “play for real” NEWS MEDIA Users in millions BBC Newsline Ticker 19,550 CNN 18,600 New York Times 8,740 Drudge Report 4,210 Washington Post 3,755 Reuters Online 3,680 Guardian Unlimited 2,985 Al Jazeera 2,925 Wall Street Journal 1,995 Le Monde 990 The Huffington Post 959 The Economist 740 Daily Kos (State of the Nation) 722 Crooks and Liars (John Amato) 525 CC Chapman Boston-based blogger with 56,750/million p ieces of content Blogs vs. Mainstream News Media : Early days showing traffic growth A digital democracy has opened up the air waves to anyone with a message. Source: Alain Thys: http://blog.futurelab.net
12. The power shifted – We demand control ® Any Time - Any Place - Any Way Source: Alain Thys: http://blog.futurelab.net
13. of consumers don’t believe that companies tell the truth in advertisements” “ 76% — Yankelowich Source: Alain Thys: http://blog.futurelab.net
14. THERE IS STILL ONE TRUSTED MEDIUM LEFT IN THE WORLD MY FRIENDS – THEIR FRIENDS – AND ALL THOSE WE COLLECTIVELY RESPECT
17. Major interests: music, sports, film, photography, literature, fashion, games, business, news, ect. Tribes come in many forms and form around many interests 774 million People Use Social Media Source: Jan. 2008 Strategy Analytics, Inc.
51. Iranian Elections Link to more: http://joannapenabickley.typepad.com/on/2009/06/twitter-has-many-uses-one-of-my-favorites-is-when-communities-of-people-speak-out-and-call-bullshit-on-the-mainstream-media.html
52. Michael Jackson Link to more: http://joannapenabickley.typepad.com/on/2009/06/on-michael-jacksons-push-to-digital.html
53. Part 4: Your Brand, Your Story, Your Voice and Our Agency
60. Come on and practice with me @ http://joannapenabickley.net
61.
62. Glossary of Terms http://socialmedia.wikispaces.com/A-Z+of+social+media
Notas do Editor
In contrast to what some of you might think. This is NOT a speech about just about social media. While there will be a bit of that, In fact, it is much more ambitious.
In contrast to what some of you might think. This is NOT a speech about just about social media. While there will be a bit of that, In fact, it is much more ambitious.
Its not what u thought
This is not a speech! And TV is not dead. Yet rather than advise all sorts of hype activities I wanted to dig deeper and look for the opportunities which are currently untapped.
We have changed – we have taken control
When you look at the marketing truisms we all believe, they are being challenged by the reality many in the industry chose to ignore. For example: In the US there was great excitement that the people who bought PVRs, actually watched 12% more television that those who didn’t. This was seen as great news for television as a medium. Unfortunately a study by the big six TV networks showed that 90% of these consumers adskip (a similar study in germany put this number a little lower: at 88.2%) In Europe, more than three quarters of germans are irritated by advertising, in which only 24% still watch it . Over half of the US consumers start avoiding products & services which overwhelm with advertising And to prove that this is a universal phenemenon, according to McKinsey 85% of Chinese stop watching TV during commercial breaks. So the experts are coming to the conclusion that the traditional marketing model is being challenged and CMO’s can see the day where it will no longer work. This is also confirmed by Jim STengel, the global marketing officer at P&G who goes on the record to say that “we’re applying antiquated thinking and work systems to a world of possibilities”. Sources B78% of germans ( ( GfK Marktforschung 25/05/2004) 54% of US consumers (Yankelovich Partners, June 2005) 85% of chines (McKinsey, 2006) Traditional model is broken: McKinsey Quarterly, 2005, Number 2
And if that weren’t enough, it turned out what Ben Franklin and the founding fathers were right after all. “ When the people find that they can vote themselves money, that will herald the end of the republic.” Suddently we could blog, podcast, write, produce vide0s, etc.
In which some of the work we did started rivalling with traditional media programmes, even though no traditional media executive would have given this work the light of day Every Citizen is a Reporter
Yet then the power shifted. First we obtained the tools to take control of the one way, cnetrally directed information stream that was being pushed our way. From now on we could go straight to what we wanted, when we wanted it and how we wanted it. Suddently we could
What is driving this phenomena?
Because there is still one trusted medium left in the world … and that medium … is ME
They share stories, and evangelize your story
what you say
What I say
Telephone & Mail facilitated Tupperware Parties We have always shared what we are passionate about
social software platforms
This information used to be limited to your immediate location – of from whoever was near and could hear you.
Technology breaks down the boundaries. Today technology facilitates global connections
Brands: its not for everyone Who are the best suited for SM and what are the pit falls. A re you ready to change Clients and we have to let go
Strategy is if we put all the pieces out their we are facilitating the people who love our product to take it and make it their own.
Show me the money
The Red Hat Ladies is an organization of women who meet for tea wearing red hats and purple dresses.
Grandma on the friend feed -
It’s not just for kids
The red hat ladies have spread around the world, showing up in local cultures and places you never would have expected.