Next GenerationSocial Marketing

Photo: ocean.flynn

http://www.flickr.com/photos/oceanflynn/315385916/

Social MediaJeopardy!

Her teenage angst aboutparents and boyfriend

was watched by millionson YouTube until she

was exposed as a hiredactress

This word describing anonline collaborative tool

comes from theHawaiian word meaning

“quick”

You would be excited tobe listed as one of

someone’s top eightfriends on this social

networking site

This presidentialcandidate recently

opened a virtual officein Second Life

The initials RSS standfor this tool used by

blogs, news sites andpeople wanting to track

their ego feed

The combination ofthese two ingredients

started a trend onYouTube of videos

showing the explosiveresults

“Astroturfing” and “sockpuppetry” are two

different methods ofdoing this onlinemarketing no-no

The revelation about aforged document by thisblog led to the downfall

of Dan Rather

socialmedia.wikispaces.com/presentation

Web 1.0 is…• Static• Centrally managed• Slow to change• Unidirectional• Tech-heavy

Photo: trixiebedlamhttp://www.flickr.com/photos/trixiepix/382991932/

Web 1.0

What is Web 2.0?

The PeopleFormerly Knownas the Audience

Photo: Arend Kuester

http://www.flickr.com/photos/arendpictures/1165255854

Photo: Waxy Poetic

http://www.flickr.com/photos/waxypoetic/274724321/

The Internet is Part of Our Lives• U.S. adults - 70% use it• World - 17% use it• 91% of internet users

use e-mail• 91% use search

engines• 67% get news• 66% visit a government

website• 39% read blogs Photo: Kimi Iwasaki

http://www.flickr.com/photos/quimix/149816828/

Pew Internet Survey - Dec. 2006

Most Adults are Online2000-2006

85%80%

69%

31%

0%

20%

40%

60%

80%

100%

Age 18-29 Age 30-49 Age 50-64 Age 65+

Pew Internet Project Surveys, 2000-2006

93% ofAmericanteens are

online

Photo: Bdegan

http://www.flickr.com/photos/bdegan/70074551/

Health & Social Issues Online• 79% of internet users look

for health/medicalinformation online

• 58% go to a website thatprovides info/support for aspecific medical conditionor personal situation

• 54% look online for news orinformation about politics

• 30% look forreligious/spiritual info

• 18% make a donation to acharity online Photo:WujekDobraRada

http://www.flickr.com/photos/wujek-dobra-rada/414458218/

Pew Internet Project Surveys

Media Shift

Source: Blackfriars Marketinghttp://www.blackfriarsinc.com/blog/2007/03/advertising-shift-away-from-tv-radio

The Death of the 30Second Spot?

Photo: you are your atman

http://www.flickr.com/photos/midlander/47670621/

Social Media Marketing

SOCIAL MEDIATO THE RESCUE!

With apologies to XKCD http://xkcd.com/c208.html

What can you do withsocial media?

Communicate

Connect

Collaborate/Co-Create

Collect/Categorize

Collective Wisdom

Customization

Conversation

Community

All leading to the big C -- CHANGE!

Communicate

Blogs

Podcasts

Video Blogging

Video Sharing

Photo Sharing

Blogs

Podcasts

Video Blogging/Sharing

Photo Sharing

Connect

Social networks

Mobile text messaging

Instant messaging/Twitter

Skype

Social Networks

Mobile Text Messaging

Smokingcessation

Nutrition

Fitness

Medicationreminders

Disaster response

Symptom checker

DiabetesPhoto: de.ef.ha

http://www.flickr.com/photos/deefha/40136221/

Collaborate/Co-Create

Wikis

Consumer-Generated Media

Open Source Software

Creative Commons

Mash-ups

CGM

Open Sourcing

Collect/Categorize

Tagging

Social Bookmarking

Search Engines

Tagging

Photo: Beth Kanterhttp://www.flickr.com/photos/cambodia4kidsorg/260004685/

Collective Wisdom

Ratings Sites

Wikipedia

Social News

Customization

RSS

Widgets

Virtual Worlds/Avatars

Widgets

Custom Avatars

CDC in Second Life

Conversation

Blog Comments/Responses

Meme Trackers

Community

Created by all of the above

Fostered by common interests

Built through conversations

How can these toolslead to change?

Building awareness, spreading the wordProviding social support and motivationCoordinating unified approachInvolving those affected by the problemin creating the solutionHelping people take actionCustomizing messagesHumanizing the issue