social media, a brief introduction
Post on 21-Oct-2014
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Introductory Concepts
Alex de Carvalho
http://alexdc.orghttp://twitter.com/alexdc
SOCIAL MEDIA
Alex de Carvalho @alexdc
I’m just a social media user ... and not
a guru, expert, or swami*!
(*The only Suomi in me is from my Finnish heritage)
Social media is ...
the greatest thing since sliced bread?
the latest shiny object?
or just business as usual?
http://thoughtnow.blogspot.com/2006/04/nyc-and-automobiles.html
Think of advertising in general
Interruption marketing
How advertisers see us
http://thoughtnow.blogspot.com/2006/04/nyc-and-automobiles.html
Most of advertising is really not that different from ...
... unsolicited commercial messages
advertisers might as well talk to the hand
from Traditional Media ... ... to Social MediaInstitutional Mediation
• Editing Process
• Publishing Process
• Time and Space Constraints
• Professionals with Degrees
Distributed Mediation
• Self-editing
• Updating, Sharing, Participating
• No Deadlines or Space Limitations
• Amateurs with Time
Individual Consumption
Broadcasting
Social Consumption
Engaging Communities
My BlogPodcasts
WikisForums
TV
Radio
Social Networks
8 billion Tweets to date Over 3 million Tweets/day
Over 70M total videos Over 100M videos viewed per day112M views on most viewed video
400 million registered users200 million active users100 million users /day170 countries/territories700 million photos /month
236 million visitors annually
684M visitors in 200975,000 active contributors2,6M articles in English10M articles / 260 languages
m i l l i o n s w o r l d w i d e
b r a n d a n d p r o d u c t e x p e r i e n c e s
s h a r e
Tools Activities
Interaction
socialmedia
markets are conversations
Jeep’s website
links to social networks on Jeep’s website
http://www.flickr.com/groups/jeepexperience/
active community of Jeep aficionados on Flickr
Social media is present in your marketing mix
whether you like it or not
If markets are conversations ...
Are you listening?• Understand your customers and your community• See how and where your brands are mentioned
• Pinpoint customer satisfaction issues• Find out what really concerns consumers• What and where is the false information?• How are competing brands perceived?
• Reputation management• Competitive Tracking• Monitoring market trends
h"p://www.youtube.com/watch?v=BmykFKjNpdY
Is your message a result of listening?
A brand is the collective consumer concept of a company
h"p://www.youtube.com/watch?v=wFcKhv5O4zM
Think of it this way. If you are a fisherman you would not fish for the trophy catch in stagnated water.
You would need to go to where there is fresh water.
That's where the fish are.
Establish outposts on social networks
you mean, yet another social network?
http://www.flickr.com/photos/dbarefoot/1814873464/
think of social networks this way:The Social Media Starfish
Robert Scoble
Most important skill for a community manager?
1. Interpersonal skills2. Interest for technology
(a fearless tinkerer)3. Business acumen
Influence
Authority
Reputation
Credibility
Identity
Presence
The role of community management in social media
There are lots of ways to measure
Measurement:
•Determining the volume and sentiment around a brand or topic in social media
•Driven by your strategic objectives
•It’s not just about the numbers
Consumer self-education Greater visibility in search resultsLower the cost of public relationsReach an enthusiast communityBecome preferred online source of informationLower cost communication toolInternal collaborationEmployee satisfactionResponsive to physician and consumer concernsetc.
What are your strategic objectives?
“In social groups, some people actively participate more than others… Social participation tends to follow a 90-9-1 rule where:”
90 - 9 - 1 rule of social participation
A single user may affect or “infect” many others
Quality of mentions and relationships, not quantity
SOCIAL MEDIA ADOPTION MATRIX
Not engaged Engaged
Aware
Not aware
Customer Dimension
Com
pany
Dim
ensi
on
Most images have been purchased from iStockPhotoIllustrations are credited to Brian Solis and Jake McKee. Follow them on Twitter @briansolis and @jakemckee“Cartoons on the back of business cards” are drawn by Hugh MacLeod, @gapingvoid on TwitterSwami image: http://www.flickr.com/photos/boskizzi/12103933/Social media is in your marketing mix image: http://www.flickr.com/photos/luc/1824234195/Interuption http://www.flickr.com/photos/69148125@N00/326386880/Puppy http://www.flickr.com/photos/klapow/39693385/Talk to the hand http://www.flickr.com/photos/99757245@N00/265256324870 years of Spam http://www.flickr.com/photos/dok1/2607573904/Markets are conversations image: http://www.flickr.com/photos/88543347@N00/80462964/Jellybeans image: http://www.flickr.com/photos/jspad/450848498/Any omissions in attribution are unintentional and will be fixed if and when they’re pointed out
Image credits
Introductory Concepts
Alex de Carvalho
http://alexdc.orghttp://twitter.com/alexdc
SOCIAL MEDIA
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