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SOCIAL MEDIA SETTING THE CONTEXT: WHAT IT IS (and a little bit of WHAT WE DO) By: Lisa Torjman, Associate, MaRS Discovery District For: RIC Centre Breakfast session: Social Networking to grow your business September 16, 2009
INDUSTRIAL/BROADCAST “ we tell you”
INDUSTRIAL/BROADCAST ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
INTERACTIVE “ So…what do you guys think?” http://farm3.static.flickr.com/2088/1500595259_23539c2b60.jpg
INTERACTIVE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SOCIAL “ talk amongst yourselves” http://upload.wikimedia.org/wikipedia/en/a/ac/Coffee_talk.JPG (Psst, in case you didn’t recognize it – SNL’s Mike Myers does famed segment Coffee Talk with Linda Richmond)
SOCIAL ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SOUNDS LIKE… Highly scalable, mass accessible Internet and web-enabled platforms that support user generated content and social interaction
LOOKS LIKE…
OR BETTER YET… http://flickr.com/photos/briansolis/2735401175
BETTER STILL… www.lifeboat.com
THINGS TO CONSIDER… http://sidawson.org/images/2008/08/ponder.jpg
THE LINK EC ONOMY Making things linkable has changed the face of media and the way information can be searched – Matthew Ingram, journalist, Globe and Mail http://www.usabuckles.com/
“ OPEN”  A CONCEPT THAT ESPOUSES TRANSPARENCY, AUTHENTICITY, SHARING and REMIXING http://farm4.static.flickr.com/3155/2578932310_b2c39281df.jpg
COMPLEXITY: UNDERSTANDING THE DYNAMICS OF AN ONLINE COMMUNITY
CAMPAIGNS, COMPANIES, CO-CREATION and COMMUNITY
2006 launch
GREENPEACE LAUNCHES “GREEN MY APPLE” GOAL To get Steve Jobs to render obsolete the toxic chemicals in Apple products TACTIC An open, people-powered campaign  HOW THEY DID IT Mimicked the Apple brand, not Greenpeace branding Mobilized the Apple user since that is the audience Steve Jobs listens to Gave people “the easy button:” made very clear asks and simple ways to engage in a variety of ways “ Gave it away:” made the brand available online to remix in any way.  Audience created their own posters and video ads Made it viral: used large scale platforms to publish all of their “artifacts.”  Every ad made was not only posted to the main Green My Apple site, but was also posted on heavy traffic sites like Flickr and YouTube. e.g., http://www.youtube.com/watch?v=5ArepJgpARI  RESULTS Nine months after launch date, Steve Jobs made an announcement to create a greener apple
 
2007 launch
OBAMA LAUNCHES “HOPE” CAMPAIGN GOAL To create the “people’s president” TACTIC An open, people-powered campaign  HOW THEY DID IT Created a strong lifestyle brand “Hope. Change. Action” that was consistent across the entirety of the campaign Embraced complexity: hyper-segmentation of audience outreach so people received most relevant asks according to a number of metrics Aggressive online to offline strategy: built momentum online with very clear offline “call to action” directives Hyper-personalized: MyBo application online made it easy for users to engage with the campaign with more relevancy. People could search for events and receive latest updates on a geo-local basis Incentivized creativity: the more you engaged with the campaign, the more you were rewarded, e.g., SMS updates before they break to main news sources Further details: http://is.gd/3o58n RESULTS The people speak: Obama wins Dollars raised for campaign: $639M (33% offline, 67% online) compared to McCain’s $360M
http://farm3.static.flickr.com/2291/2311174232_38d16378c6.jpg GRAFFITTI, SANTA FE ART DISTRICT
THE NEW CLASS  ONLINE COMPANIES DOING IT RIGHT AND REAPING THE BENEFITS KIVA FAST FACTS 47 months old $90,154,335 raised 98% repayment rate 221,971 entrepreneurs funded 552,982 Kiva users 181 countries represented SPOTLIGHT: KIVA.ORG PLATFORM FOR MICRO LENDING
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
THE STICK FACTOR ,[object Object],[object Object]
NEW PARADIGM A social media platform doesn’t simply mean adding an online forum or blog. It requires a  shift in organizational mindset .  –  the management innovation group
CO-CREATION
COMMUNITY  (ONLINE TO OFFLINE )
WHAT DO WE DO? Speaking at Ignite Toronto 2009 on social innovation
Advisory services for our clients Collaborating on innovative projects with  usual and unusual suspects Being a presence in the community (on & offline) Applying science and sociology to  our understanding of the social web Using a living lab approach to test new models and platforms
A CASE STUDY IN COLLABORATION + + THIRTY COLLABORATORS + ONLINE COMMUNITY +  1,800 PARTICIPANTS  EQUALS
BE IN TOUCH! Lisa Torjman Associate, SiG@MaRS MaRS Discovery District [email_address] @lisatorjman

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Lisa Torjman For Ric Centre

  • 1. SOCIAL MEDIA SETTING THE CONTEXT: WHAT IT IS (and a little bit of WHAT WE DO) By: Lisa Torjman, Associate, MaRS Discovery District For: RIC Centre Breakfast session: Social Networking to grow your business September 16, 2009
  • 3.
  • 4. INTERACTIVE “ So…what do you guys think?” http://farm3.static.flickr.com/2088/1500595259_23539c2b60.jpg
  • 5.
  • 6. SOCIAL “ talk amongst yourselves” http://upload.wikimedia.org/wikipedia/en/a/ac/Coffee_talk.JPG (Psst, in case you didn’t recognize it – SNL’s Mike Myers does famed segment Coffee Talk with Linda Richmond)
  • 7.
  • 8. SOUNDS LIKE… Highly scalable, mass accessible Internet and web-enabled platforms that support user generated content and social interaction
  • 10. OR BETTER YET… http://flickr.com/photos/briansolis/2735401175
  • 12. THINGS TO CONSIDER… http://sidawson.org/images/2008/08/ponder.jpg
  • 13. THE LINK EC ONOMY Making things linkable has changed the face of media and the way information can be searched – Matthew Ingram, journalist, Globe and Mail http://www.usabuckles.com/
  • 14. “ OPEN” A CONCEPT THAT ESPOUSES TRANSPARENCY, AUTHENTICITY, SHARING and REMIXING http://farm4.static.flickr.com/3155/2578932310_b2c39281df.jpg
  • 15. COMPLEXITY: UNDERSTANDING THE DYNAMICS OF AN ONLINE COMMUNITY
  • 18. GREENPEACE LAUNCHES “GREEN MY APPLE” GOAL To get Steve Jobs to render obsolete the toxic chemicals in Apple products TACTIC An open, people-powered campaign HOW THEY DID IT Mimicked the Apple brand, not Greenpeace branding Mobilized the Apple user since that is the audience Steve Jobs listens to Gave people “the easy button:” made very clear asks and simple ways to engage in a variety of ways “ Gave it away:” made the brand available online to remix in any way. Audience created their own posters and video ads Made it viral: used large scale platforms to publish all of their “artifacts.” Every ad made was not only posted to the main Green My Apple site, but was also posted on heavy traffic sites like Flickr and YouTube. e.g., http://www.youtube.com/watch?v=5ArepJgpARI RESULTS Nine months after launch date, Steve Jobs made an announcement to create a greener apple
  • 19.  
  • 21. OBAMA LAUNCHES “HOPE” CAMPAIGN GOAL To create the “people’s president” TACTIC An open, people-powered campaign HOW THEY DID IT Created a strong lifestyle brand “Hope. Change. Action” that was consistent across the entirety of the campaign Embraced complexity: hyper-segmentation of audience outreach so people received most relevant asks according to a number of metrics Aggressive online to offline strategy: built momentum online with very clear offline “call to action” directives Hyper-personalized: MyBo application online made it easy for users to engage with the campaign with more relevancy. People could search for events and receive latest updates on a geo-local basis Incentivized creativity: the more you engaged with the campaign, the more you were rewarded, e.g., SMS updates before they break to main news sources Further details: http://is.gd/3o58n RESULTS The people speak: Obama wins Dollars raised for campaign: $639M (33% offline, 67% online) compared to McCain’s $360M
  • 23. THE NEW CLASS ONLINE COMPANIES DOING IT RIGHT AND REAPING THE BENEFITS KIVA FAST FACTS 47 months old $90,154,335 raised 98% repayment rate 221,971 entrepreneurs funded 552,982 Kiva users 181 countries represented SPOTLIGHT: KIVA.ORG PLATFORM FOR MICRO LENDING
  • 24.
  • 25.
  • 26. NEW PARADIGM A social media platform doesn’t simply mean adding an online forum or blog. It requires a shift in organizational mindset . – the management innovation group
  • 28. COMMUNITY (ONLINE TO OFFLINE )
  • 29. WHAT DO WE DO? Speaking at Ignite Toronto 2009 on social innovation
  • 30. Advisory services for our clients Collaborating on innovative projects with usual and unusual suspects Being a presence in the community (on & offline) Applying science and sociology to our understanding of the social web Using a living lab approach to test new models and platforms
  • 31. A CASE STUDY IN COLLABORATION + + THIRTY COLLABORATORS + ONLINE COMMUNITY + 1,800 PARTICIPANTS EQUALS
  • 32. BE IN TOUCH! Lisa Torjman Associate, SiG@MaRS MaRS Discovery District [email_address] @lisatorjman

Notas do Editor

  1. a mindset of constant and immediate customer interaction, customer-driven innovation, and exponential network effects. Only companies willing to make this shift will have the discipline to ask the right questions.
  2. Social actions, twit pic, apps for democracy