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

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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 Districtltorjman@marsdd.com@lisatorjman