Download - Lisa Torjman For Ric Centre
SOCIAL MEDIASETTING THE CONTEXT: WHAT IT IS (and a little bit of WHAT WE
DO)
By: Lisa Torjman, Associate, MaRS Discovery DistrictFor: RIC Centre Breakfast session: Social Networking to grow your business
September 16, 2009
INDUSTRIAL/BROADCAST
“we tell you”
INDUSTRIAL/BROADCAST
television, film, radio
CBC, The Globe and Mail
one to many
big media buys for advertising
static
trusted source
trained professionals
INTERACTIVE
“So…what do you guys think?”
http://farm3.static.flickr.com/2088/1500595259_23539c2b60.jpg
INTERACTIVE
forums, comments, ratings
CBC.ca, theglobeandmail.com
feedback loops
building loyalty and recognition
mix of big and smaller media for advertising
tagging
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
collaborative platforms
wikipedia, twitter, ohmynews
co-created content
small media buys for advertising
potentially viral
community-building, high levels of loyalty
peer-reviewed, crowd-sourcing, cloud computing
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
Making things linkable has changed the face of media and the way information can be searched – Matthew Ingram, journalist, Globe and Mail
THE LINK ECONOMY
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”
GOALTo get Steve Jobs to render obsolete the toxic chemicals in Apple productsTACTICAn open, people-powered campaign HOW THEY DID ITMimicked the Apple brand, not Greenpeace brandingMobilized the Apple user since that is the audience Steve Jobs listens toGave 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 adsMade 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 RESULTSNine months after launch date, Steve Jobs made an announcement to create a greener apple
2007 launch
OBAMA LAUNCHES “HOPE” CAMPAIGN
GOALTo create the “people’s president”TACTICAn open, people-powered campaign HOW THEY DID ITCreated a strong lifestyle brand “Hope. Change. Action” that was consistent across the entirety of the campaignEmbraced complexity: hyper-segmentation of audience outreach so people received most relevant asks according to a number of metricsAggressive online to offline strategy: built momentum online with very clear offline “call to action” directivesHyper-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 basisIncentivized creativity: the more you engaged with the campaign, the more you were rewarded, e.g., SMS updates before they break to main news sourcesFurther details: http://is.gd/3o58nRESULTSThe people speak: Obama winsDollars 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 FACTS47 months old
$90,154,335 raised98% repayment rate
221,971 entrepreneurs funded552,982 Kiva users
181 countries represented
SPOTLIGHT:KIVA.ORGPLATFORM FORMICRO LENDING
COMPANIES
THINKNew strategies for marketing, product development, fundraising and overall customer relations
ASKWhat are we asking the audience to do? Why use interactivity?What do we want? Publicity, feedback, new customers?
DODesign for customer, not aesthetic, firstCreate a game plan for implementation that includes most if not all of the teamHave an authentic voice onlineMeasure your activity vis-à-vis its return on investmentTo create the “people’s president”
THE STICK FACTOR
Social media platforms that neglect to put the customer first never fail to fail. – the management innovation group
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 newmodels and platforms
A CASE STUDY IN COLLABORATION
+ +THIRTY COLLABORATORS+ONLINE COMMUNITY+ 1,800 PARTICIPANTS
EQUALS
BE IN TOUCH!
Lisa TorjmanAssociate, SiG@MaRSMaRS Discovery [email protected]@lisatorjman