More Related Content Similar to Social Media: It's Not What You Say That Matters (20) Social Media: It's Not What You Say That Matters1. IT’S NOT WHAT
YOU SAY THAT
MATTERS, IT’S
WHAT YOU DO.
©2009 Paul Isakson Paul Isakson - paulisakson.com
2. The World’s Best
Social Media Marketing
Presentation* by
Paul Isakson
Head of Strategy
space150
paulisakson.com
*A tribute to Paul Arden ©2009 Paul Isakson
3. What we’ll cover:
Why social media matters
Marketing and social media
Connecting with people
If you can’t do any of this...
©2009 Paul Isakson
5. 2/3
©2009 Paul Isakson
Global Internet Population Visit Social Networks
Source: http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/ Flickr // Spencer E Holtaway
6. 4/5
©2009 Paul Isakson
U.S. Online Adults Participate In Social Media
Source: http://blogs.forrester.com/groundswell/2009/08/social-technology-growth-marches-on-in-2009-led-by-social-network-sites.html# Flickr // davefishernc
7. ©2009 Paul Isakson
The total time spent globally on social networks is growing at
nearly 1.5X faster than the Internet average – growing 18%
between December 2007 and December 2008.
Source: http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/ Flickr // NathanFromDeVryEET
8. All of this is creating a
growing number of
conversations...
©2009 Paul Isakson
9. both in social media and in
people’s real world lives.
©2009 Paul Isakson
10. Often, these
conversations are of
minimal importance
to marketing or
your brand.
©2009 Paul Isakson
13. "Your brand is no stronger than your
reputation — and will increasingly depend
on what comes up when you are Googled."
Allan Jenkins
Global Communications Consultant
©2009 Paul Isakson
16. “A revolution doesn't
happen when a society
adopts new tools. It
happens when society
adopts new behaviours...”
Clay Shirky
Author, Consultant, Professor at NYU
Us Now (Film)
©2009 Paul Isakson Flickr // Rain Rabbit
17. “A revolution doesn't
A REVOLUTION
happen when a society
adopts new tools. It
happens when society
IS IN PROCESS
adopts new behaviours...”
Clay Shirky
Author, Consultant, Professor at NYU
Us Now (Film)
©2009 Paul Isakson Flickr // Rain Rabbit
18. IT’S TIME FOR
MARKETERS TO
ADOPT NEW
BEHAVIORS
©2009 Paul Isakson Flickr // Andrew Huff
19. THE FUTURE OF
MARKETING IS NOT
ABOUT DOING AND
SAYING THINGS
TO PEOPLE
©2009 Paul Isakson Flickr // Arnisto.com
20. THE FUTURE OF
MARKETING IS
ABOUT DOING
THINGS WITH AND
FOR PEOPLE
©2009 Paul Isakson Paul Isakson - paulisakson.com
22. “People don’t want marketing
messages in social networks
or when they are having a
dinner party.”
Jason Calacanis
CEO
Mahalo.com / Internet Entrepreneur
©2009 Paul Isakson
Flickr // ElectricSheep
23. “People don’t want marketing
DON’T MARKET
messages in social networks or
when they are having a dinner
party.”
TO PEOPLE
Jason Calacanis
CEO
Mahalo.com / Internet Entrepreneur
©2009 Paul Isakson
24. Marketing in
Blogs Facebook Twitter YouTube
social media
is often
Flickr FriendFeed LinkedIn Delicious narrowly
viewed
and talked
Digg Last.fm MySpace Wikipedia
about as the
tools people
Pandora Plaxo Seesmic Vimeo use within it.
©2009 Paul Isakson
25. “(When it comes to social
media) companies focus on
the features, tools and
technologies, yet fail to
understand the behaviors
of their own customers
online. As a result, they
miss the mark.”
Jeremiah Owyang
Senior Industry Analyst
Forrester Research
©2009 Paul Isakson
Flickr // shinyai
26. ”Companies approach social media in two
different ways.
The first way, the companies focus on the
features, tools and technologies, yet fail to
DON’T FOCUS
understand the behaviors of their own
customers online. As a result, they miss the
mark.
ON THE TOOLS
The second type of company scans the
seascape, and understands the fish they’re
trying to reach. As a result, they are more
successful in connecting with customers… and
catch the big fish... Fish where the fish are.”
Jeremiah Owyang
Senior Industry Analyst
Forrester Research
©2009 Paul Isakson
Flickr // shinyai
27. The power of social media is found in the results of people using
these tools – the creation of self-organized communities of
likeminded people – making it a valuable way for businesses to
inspire, inform, understand and connect with the people who buy
their products and services.
©2009 Paul Isakson
Flickr // daveandsima
28. IN OTHER WORDS, THE
MAGIC OF SOCIAL
MEDIA IS NOT WHAT
HAPPENS IN SOCIAL
MEDIA, BUT WHAT
HAPPENS OUTSIDE OF
IT, BECAUSE OF IT.
©2009 Paul Isakson Paul Isakson - paulisakson.com
30. Shared
Values
Shared Shared
Interests Beliefs
©2009 Paul Isakson Paul Isakson - paulisakson.com
31. How do we connect with people?
©2009 Paul Isakson
39. 5
The
Connecting
Creating Collaborating
Main Behaviors Sharing Consuming
in Social Media
©2009 Paul Isakson Paul Isakson - paulisakson.com
40. 5
The
Connecting
Creating Collaborating
Main Behaviors Sharing Consuming
in Social Media
©2009 Paul Isakson
41. People are connecting with friends,
family, acquaintances and others
Connecting
who share their interests, values,
and/or beliefs.
©2009 Paul Isakson Flickr // alexkess
42. Thought Starters:
What values, beliefs and interests
do you share with the people who
buy your products and/or services?
Connecting Where are those people already
spending time that you could
connect with them through those
things?
How can you connect people to
other people and things that will
help them accomplish their goals?
©2009 Paul Isakson Flickr // chrisjohnbeckett
43. 5
The
Connecting
Creating Collaborating
Main Behaviors Sharing Consuming
in Social Media
©2009 Paul Isakson
44. People are collaborating with others
who share their values, interests,
Collaborating
and/or beliefs to accomplish a
shared goal, vision or project.
©2009 Paul Isakson Flickr // The Moonstone Archive
45. Thought Starters:
How can you collaborate with people
Collaborating in a meaningful way?
How can you help people collaborate
with each other more easily?
©2009 Paul Isakson Flickr // McGarry
46. 5
The
Connecting
Creating Collaborating
Main Behaviors Sharing Consuming
in Social Media
©2009 Paul Isakson
47. People are consuming content to
learn, be entertained, seek validation,
feel more connected, etc.
Consuming
Consuming:
Watching, Reading, Listening,
Skimming, Collecting, etc.
©2009 Paul Isakson Flickr // _alef_
48. Thought Starters:
What can you teach people that will
help them achieve their goals?
What can you learn from people that
Consuming will help you be a better marketer or
help you make better products?
How can you reward people for
consuming and sharing your
content?
©2009 Paul Isakson Flickr // GlowPlug
49. 5
The
Connecting
Creating Collaborating
Main Behaviors Sharing Consuming
in Social Media
©2009 Paul Isakson
50. People are creating content of
various kinds to express
themselves, share their thoughts
with others, share a creative talent
Creating or passion, and, in some cases, to
build their “personal brand.”
Content:
Photos, Videos, Blog Posts, Tweets,
Comments, etc.
©2009 Paul Isakson Flickr // Thomas Hawk
51. Thought Starters:
What can you create that people will
benefit from?
Creating
What can you give to people that will
help them create more interesting
content to spread?
©2009 Paul Isakson Flickr // Iguana Jo
52. 5
The
Connecting
Creating Collaborating
Main Behaviors Sharing Consuming
in Social Media
©2009 Paul Isakson
53. People are sharing things they find
Sharing interesting or important with friends,
family and followers.
©2009 Paul Isakson Flickr // Dieter Drescher
54. Thought Starters:
What can you share that will make
Sharing the community better?
How can you help others share
things more easily?
©2009 Paul Isakson Flickr // Iguana Jo
55. How do we get people to do stuff with us?
©2009 Paul Isakson
57. THE BEST WAY TO
GET PEOPLE TO DO
STUFF WITH YOU, IS
TO FIRST JOIN THEM
IN WHAT THEY ARE
ALREADY DOING.
©2009 Paul Isakson Paul Isakson - paulisakson.com
60. And if you can’t do that either?
©2009 Paul Isakson
61. JUST
LISTEN
©2009 Paul Isakson Flickr // Patricil
62. Listen for rich
insights related to
your brand about
what people really
want and need.
©2009 Paul Isakson Flickr // EssG
65. IT’S NOT WHAT
YOU SAY THAT
MATTERS, IT’S
WHAT YOU DO.
©2009 Paul Isakson Paul Isakson - paulisakson.com
67. Paul Isakson
Head of Strategy
space150
blog / paulisakson.com
twitter / @paulisakson
email / paul.isakson@gmail.com
©2009 Paul Isakson