apdf conference may 09
DESCRIPTION
Presentation to the Association of Professional Design Firms, Portland, Oregon, May 2009.TRANSCRIPT
SOCIAL MEDIA WHAT, WHY, SO WHAT?
Annual Meeting & Exchange Association of Professional Design Firms
Saturday, May 16 2009
Stephen Randall EMAIL: [email protected]
TWITTER: stephenrandall
• What is social media? • Here to stay or fad? • Why is it relevant (to me, my
company, my clients)? • So now what?
SOCIAL MEDIA – WHAT, WHY, SO WHAT?
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FIRST THINGS FIRST
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WRONG MINDSET…
How can I use social media to promote me/my company/my org?”
"This isn't for me. I'm the wrong
generation for this”
✗
© 2009 Stephen Randall 3
The Connected Class
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RIGHT MINDSET…
✔
How can I (authentically) share what I know, think,
believe?
(Which may in turn lead to my becoming more
connected and to improving "my brand" and/or the
currency of my business proposition)
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SOCIAL MEDIA – WHAT, WHY, SO WHAT?
• What is social media? • Here to stay or fad? • Why is it relevant (to me, my
company, my clients)? • So now what?
© 2009 Stephen Randall 6
Popular social mediums include blogs, micro-blogs (e.g.Twitter), social networks (e.g. Facebook), message boards, photo-sites (e.g. Flickr), video sites (e.g. YouTube), podcasts (e.g. TED), wikis, and vlogs.
Wikipedia describes social media as… Online tools and platforms that people use to share opinions, insights, experiences, and perspectives with each other.
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100 billion clicks per day 55 trillion links 1 trillion urls in 6,000 days 2.3 trillion text messages per year 2 million emails per second 1 million IM messages per second 65 billion phones calls per year Source – Kevin Kelly “The next 5,000 days”
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Measurement
Connectivity
Personalization
Open Standards
Collaboration
User-generated Content
Multi/Cross Platform/Channel
Immediacy
Trust
Community
Driv
ers
of m
edia
cha
nge
Traditional Media Social Media
Push + Impression + No Network Effect = Passive, Transitory, Disconnected
Pull + Expression + Network Effect = Active, Amplified, Connected
DISRUPTION OF TRADITIONAL MEDIA
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SOCIAL MEDIA – WHAT, WHY, SO WHAT?
• What is social media? • Here to stay or fad? • Why is it relevant (to me, my
company, my clients)? • So now what?
© 2009 Stephen Randall 11
Geeks only
Trough of disillusion
Peak of Hype
Mainstream starts to notice but doesnʼt get it
True market adoption
Geeks move on. Critics and cynics
delay market acceptance
Tech responds to mass market requirements
Real utility/performance
delivered
Product Development
Technology Maturity
Mar
ket E
xpec
tatio
ns
Adapted from Gartner Groupʼs Hype Cycles graph
WE ARE HERE
HERE TO STAY
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SOCIAL MEDIA – WHAT, WHY, SO WHAT?
• What is social media? • Here to stay or fad? • Why is it relevant (to me, my
company, my clients)? • So now what?
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Undivided attention is so last year.
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SOCIAL MEDIA – WHAT, WHY, SO WHAT?
• What is social media? • Here to stay or fad? • Why is it relevant (to me, my
company, my clients)? • So now what?
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1. Create and share content, freely and regularly 2. Be authentic. Use your voice. Warts ‘n’ all 3. Promote/link/praise other sources 4. Set goals, monitor, measure results… iterate 5. Don’t let no or negative feedback paralyze efforts 6. Know your audience, where it hangs out 7. Make it easy to add & share content 8. Make it worthy of sharing 9. Participate in medium other blogs/conferences 10. Stick with it
10 TIPS ON LEVERAGING SOCIAL MEDIA
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