social media 101: discover the power of your voice

Social Media:101Discover the power of your voiceThursday, July 30, 2009

Social Media 101 | ME Media | Slide 2

Goal 1: Move past the hype!

Goal 2: Inspire you to try something new

Goal 3: Motivate you to participate


Lets not talk about social media. Be a practitioner.

jojobickley


What Is Social Media? Social media is content,

recommendations, ratings and public statements created by people using highly accessible and scalable publishing technologies.


This 101 Focuses On What Makes Media Social

People: Media shifts, content and behavioral

Technology: The vast universe of tools

Your Brand, Your Story, Your Voice, Our Agency

Brands: The people and brands willing to make a change


Part 1:People: Media shifts, content and behavioral


Our clients’ marketing model is being challenged, and CMOs can foresee a day when it will no longer work. McKinsey Quarterly, 2005, Number 2

Sour

ce: A

lain

Thy

s:

http

://bl

og.f

utur

elab

.net


People are free and are demanding their voices be heard.

Consumers are demanding that agencies and their clients listen, learn and change.


• Big Six study (US): People with DVRs watch 12% more TV, yet 90% of them ad-skip

• 78.2% of Germans are irritated by advertising, only 24% actually watch it (GfK Marktforschung)

• 54% of US consumers avoid products and services that “overwhelm” with advertising (Yankelovich Partners)

• 85% of Chinese stop watching TV during commercial breaks. More than half change the channel, while the rest do housework, eat, chat or use the bathroom (McKinsey& Co.)

• “In 1965, 80% of 18-49 year-olds in the US could be reached with three 60-second TV spots. In 2002, it required 117 prime-time commercials to do the same.” (Jim Stengel, Global Marketing Officer, P&G)

• A US hour of prime time TV carried 21 minutes of advertising; late night network shows like Leno or Letterman carry 31:27 (TNS Media Intelligence, Q1 2006)

BRAN

DS

CON

SUM

ERS

RESPONSE

Sour

ce: A

lain

Thy

s:

http

://bl

og.f

utur

elab

.net


200,000,000 blogs

1.5 million residents

“When the people find that they can vote themselves money, that will herald the end of the republic.”

>100,000,000 videos(65,000/day)

14,463,346 auctions

Almost 4,000,000 articles(10 languages)

reaches over 91 million U.S. people

monthly

http://www.epinions.com/


Semi-amateurs start to “play for real”

NEWS MEDIA

Users in millionsBBC Newsline Ticker 19,550CNN 18,600New York Times 8,740Drudge Report 4,210Washington Post 3,755Reuters Online 3,680Guardian Unlimited 2,985Al Jazeera 2,925Wall Street Journal 1,995Le Monde 990The Huffington Post 959The Economist 740Daily Kos (State of the Nation) 722Crooks and Liars (John Amato) 525

CC ChapmanBoston-based blogger with

56,750/millio

npieces of content

Blogs vs. Mainstream News Media : Early days showing traffic growth

A digital democracy has opened up the air waves to anyone with a message.

Sour

ce: A

lain

Thy

s:

http

://bl

og.f

utur

elab

.net


The power shifted – We demand control

Any Time - Any Place - Any Way

Sour

ce: A

lain

Thy

s:

http

://bl

og.f

utur

elab

.net

http://www.google.be/webhp?hl=nl


of consumers don’t believe that companies tell the truth in advertisements”

“76%

—Yankelowich

Source: Alain Thys: http://blog.futurelab.net


THERE IS STILL ONE TRUSTED MEDIUMLEFT IN THE WORLD

MY FRIENDS – THEIR FRIENDS – AND ALL THOSE WE COLLECTIVELY RESPECT


Our need to connect fuels our world


Our connections form tribes


Major interests: music, sports, film, photography, literature, fashion, games, business, news, ect.

Tribes come in many forms and form around many interests

774 millionPeople Use Social Media

Source: Jan. 2008 Strategy Analytics, Inc.


Some people are passionate about their interests

Social Media 101 | ME Media | Slide 19 Slide 19 | 05/03/23

passionate people can influence many


Social Media is You

Social Media 101 | ME Media | Slide 21 We are social media

Social Media 101 | ME Media | Slide 22 Media

Social Media 101 | ME Media | Slide 23First Continental Congress

Being social and tribal is hardly a new behavior

Social Media 101 | ME Media | Slide 24Telephone and Mail facilitated Tupperware Parties

We have always shared our passions


We have evolved with technology

Creating for Nationwide Insurance


Part 2:Technology: The vast universe of tools that connect us


(cc) Lynette Webb, 2006

Sour

ce: A

lain

Thy

s:

http

://bl

og.f

utur

elab

.net


“Social software is amplifying our messages,

creations, passions and buying habits.”


Social ssoftware has a few categories


Most Popular US Social Software Platforms

MySpace TwitterShare your status

DeliciousBookmark sharing

FlickrPhoto sharing

Software Reach: Mass Media

is a social networking site with user profiles, blogs, groups, photos, music

Facebookis a free-access social networking website

YouTubeis a video-sharing website on which users can upload and share videos


Using social software, we network for information, entertainment and freedom


What makes a digital (network) tribe ?

– Young Teens – 12-17– Youth – 18-21– Generation Y – 22-26– Generation X – 27-40– Young Boomers – 41-50– Older Boomers – 51-61– Seniors – 62+

Demographics Psychographic profile


How are we using social software?

Social Media 101 | ME Media | Slide 34 Slide 34 | 05/03/23

It’s not viral until the audience says so


Your tribe used to be isolated in one location


We are using GPS to network

NYC Tweet up using Loopt


technology facilitates global connections


Part 3:Brands: The people and brands willing to make a change.


Is Social Media The Right Answer For All Companies?


Social Media requires a CHANGE in the way we do business


Companies That Have Changed

Social Media 101 | ME Media | Slide 42 Slide 42 | Wednesday, July 1, 2009

Nokia: One of the most transparent marketers in the world


Ford: Puts the product in the hands of social media practitioners


JeepShare The Experience

Jeep Listens and Features Brand evangelists.

http://www.jeep.com/en/experience/community/urban_ranger/#

Has added a “Share with Jeep” Function to the top navigation bar

The “Share” home page facilitates Jeep (brand)-oriented ways to serve up information

Offers links to user-generated “communities”

Rewards content creators by featuring their content on the Jeep site.

Social Media 101 | ME Media | Slide 45 Slide 45 | Wednesday, July 1, 2009

Pepsi Refresh Everything

Launched the new branding by listening and giving consumers a place to share their refreshing moments and ideas.


Pepsi Social Gaming

Rock Band

Partnered with MTV, Pepsi uses people’s desire for notoriety for their mad Rock Band skills to inspire people to create content for the brand.

Slide 46 | Wednesday, July 1, 2009

Social Media 101 | ME Media | Slide 47 Slide 47 | 05/03/23 Red Hat Society: they share stories and passions


they use the Web to recruit and stay connected1.5

millionmembers

50+ women are using:YouTube + Email + Flickr to organize a global movement


4,330,000 images on the Web

853,000 videos on the Web

Social Media 101 | ME Media | Slide 50Social software helps them connect with other women across the globe.


Iranian Elections

Link to more: http://joannapenabickley.typepad.com/on/2009/06/twitter-has-many-uses-one-of-my-favorites-is-when-communities-of-people-speak-out-and-call-bullshit-on-the-mainstream-media.html


Michael Jackson

Link to more: http://joannapenabickley.typepad.com/on/2009/06/on-michael-jacksons-push-to-digital.html


Part 4:Your Brand, Your Story, Your Voice and Our Agency


Media: What does it mean for agencies?


Media: What does it mean for agencies?

Create * Inspire * Facilitate Conversations


NYC Blog: iWunder | Sharing Our Thoughts and Work

Social Media 101 | ME Media | Slide 57 Media: What’s Your Personal Brand?


Media


Come on and practice with me @

http://joannapenabickley.net


Practitioners worth following Peter Kim: http://www.beingpeterkim.com David Armano: http://darmano.typepad.com Scott Monty: http://www.scottmonty.com Jeremiah Owyang: http://www.web-strategist.com/blog CC Chapman: http://www.cc-chapman.com David Airey: http://www.davidairey.com David Berkowitz: http://www.marketersstudio.com David Sable: http://weeklyramble.wunderman.com Alain Thys: http://blog.futurelab.net Margie Chiu: http://measurablemarketing.typepad.com Joanna Peña-Bickley: http://joannapenabickley.typepad.com

Glossary of Terms

http://socialmedia.wikispaces.com/A-Z+of+social+media



social media 101: discover the power of your voice

Self Improvement