A brief deck (it's a lot of slides, but can be run through in 30 mins or so) to provide a basic overview of how markets and marketing has changed and why that should drive in social media. Special thanks to Lee White for some of the slides that define social media, to gaipingvoid.com for the cartoons and Flickr users for the pictures.
6. Published in 1998
95 theses about the way the
world was changing
The first three:
1. Markets are
conversations.
2. Markets consist of
human beings, not
demographic sectors.
3. Conversations among
human beings sound
human. They are
conducted in a human
voice.
8. If markets are
conversations, then
marketing should just be
about listening and
talking…
…once, goods were
scarce…and marketing
was easy
…the industrial revolution
changed markets…goods
were plentiful and
information was scarce
…the internet revolution
changed markets
again…goods and
information were
plentiful…
Today attention is scarce
14. “Fully 89% of the CIOs said they had adopted at least one of six prominent
Web 2.0 tools - blogs, wikis, podcasts, RSS, social networking, and content
tagging - and a remarkable 35% said they were already using all six of the
tools.”
Forrester Oct, 2007 “Web 2.0 comes to the enterprise”
15. Some people think things will always …others think that change will
be the way they are today… happen overnight
The truth lies in the
middle
Rome wasn’t built in a day… …but a lot of it burned in one night
52. …a brand new way
of understanding
and conversing with
markets,
not just another
messaging channel.
53. Are
You
Listening?
Good start.
But
it’s
not
enough.
The preceding was generously shared by Lee White on slideshare.net:
http://www.slideshare.net/leewhite/social-media-is/
55. The functions of any organization:
Close Sales
Make noise about what you sell
Determine how to distribute what you sell
Gain an advantage through manufacturing, technology, or research
56.
57.
58. Most common question about social media:
“How can we make this new stuff work for us?”
Wrong Question
Right Question
“How do we become an organization that thrives on new marketing?”
60. Do you really believe attention is what
matters?
Do you believe that conversation is the
best way to get attention?
Do you believe these changes are
impacting our customers?
Are you ready to have a conversation
with your customers? At scale? For
everyone to see?
Are you ready to be genuine?
Do you have anything to say?
Are you ready to listen…even if you
don’t like what is said all the time?
Are you ready to act like a member of a
jazz band instead of a marching band?
Do you have meatballs or something
that goes with chocolate sauce and
whipped cream?
61.
62. Special Thanks to:
• Flickr users for photos
• Gapingvoid for cartoons
• Lee White for the slides on Social Media
(via slideshare.net)
