everything you ever wanted to know about social media
DESCRIPTION
My slides from the seminar I held in Huntingdon on October 1, 2009, titled Everything You Ever Wanted to Know About Social Media but were afraid to ask. White papers and additional resources available at http://fasterfuture.blogspot.com. Quality cartoons included by Hugh McLeod (GapingVoid.com). You'll find many more in hi book Ignore Everybody. Bad graphics authors own :-)TRANSCRIPT
FasterFutureConsulting.com
Everything You Ever Wanted To Know About Social Media
…but were afraid to ask
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Who am I?
20 years in media, advertising, marketing and organisational change
Author of The Power of the Network Blog ranked world No7 for publishing, UK’s
top 20 for marketing/advertising, Invited to speak on the impact of social
media from New York to San Francisco (the valley, too) Cannes to Cork
Helped Bauer/emap, Honda, Phillips, Sony-Ericsson, Gatwick Airport, Edge, UKBA, CWDC, DfT, Grey (London), MCBD, Digitas, RIOT/180, ThirdeyeT, The Met Police et al
Trustee of UK charity Citizens Online Director of Social Media at BrandoSocial FFC
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See things differently
What is social media – and what does it mean for... Everything?
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Context
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Setting the scene
Defining the prize
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What is social media?
Digitally enabled peer-to-peer networks
From email and sms to Facebook and Twitter
Distribution is by people to people
Content is by people to be shared with other people
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What is social media?
Digitally enabled peer-to-peer networks
From email and sms to Facebook and Twitter
Distribution is by people to people
Content is by people to be shared with other people
POWER!
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Power?
Every hotel Every restaurant Every shop Everywhere…
Filled with published critics
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Peer-to-Peer?
The most powerful behaviour changer there is
We do what others like us do
Social media brings us together with people like us
Social media helps people like us act together
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Many media
Broadcast media is one-to-many
Social media is many-to-many
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Social media
Is not: A channel (it’s a network)
Is not: A place to broadcast (it’s for conversations)
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It’s all about the people, people
Where humans are talking to each other about things that bother/interest them – on a global scale
You are included. With or without your permission.
If you’re lucky/unlucky
If you contribute If you participate
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For example Text messaging; sms and
mms Email; including
webmail(gmail etc) and fixed (outlook)
Instant Messaging:eg Windows Messenger; skype
Forums; of the traditional message board variety.
Social networks: such as Facebook, MySpace, Bebo
Blogging: Platforms such as Blogger, Wordpress,
Microblogging: eg Twitter, Plurk, Tumblr
Video sharing sites: eg Youtube, Vimeo
Image sharing sites: such as photobucket, flickr
Audio sharing: Lastfm, blip.fm, podcasts
Conversation aggregators: such as Friendfeed, Disqus
Human-powered search sites such as mahalo, and increasingly twitter etc
Human filtering sites such as digg, delicious, stumbleupon
Comments on more traditional ‘broadcast-style’ sites – such as the BBC, Guardian.co.uk
Wikis: wikipedia Googlewave?
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The internet is winning
IDC reported in August 08 internet use was already outstripping TV consumption.
Internet: 32.7 hours TV: 16.4 hours Newspapers &
magazines: 3.9 hours
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Does internet = social media?
Not 100%: but enough for you to take very seriously…
1. Google 2. Yahoo! 3. Facebook 4. YouTube 5. Windows Live 6. Wikipedia 7. Blogger.com 8. Microsoft Network9. Baidu.com 10. yahoo.co.jp11. Myspace 12. Google India 13. Twitter 14. Google.de Alexa Sep
2009
What no traditional media, BBC? New York Times? CNN? Fox? Guardian?
15. QQ.COM 16. RapidShare 17. Microsoft Corp18. Google.fr 19. WordPress.com 20. Google UK
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Alexa records visitor numbers
Not time spent Not conversations had Not relationships fostered Not content created Not groups formed Not action enabled Not value created
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We’re all publishers now
186m blogs globally 73% of web users read blogs Facebook members 132.1
million unique users in June 2008 (now over 300m)
MySpace had 117.6 million users in June 08 (now declining).
Twitter has now exceeded 50m – up 49m in a year! (overtaken myspace in UK)
More video added to Youtube in last year than broadcast by TV EVER!
The revolution is speeding up...
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We’re all advertisers and marketers now
Friend-recommendation is responsible for 70%+ of all purchase decisions
34% write about products and brands on their blogs
20% of all tweets are brand related
23% of social network users have added applications
18% of bloggers install widgets
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Social media. Shared media.
Very different measures required. Not consuming; participating Co-creating the experience Communities not audiences To take part, you have to create part Think ears and mouths, rather than
eyeballs
Very different from the world of mass broadcast media
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How do we adapt?
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The user is the destination now
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Hits are worth(-)less in a networked world
The long tail...
The idea that the majority is made up of people who don’t want the thing that the largest single group do.
Twitter Trends, the charts and often elections – surface the largest single group – not, by a long way, the majority
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Three laws describe how value growsand is distributed in networks…
The science bit
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Sarnoff’s Law – the red line
The value of a broadcast network is proportional to the number of viewers/listeners:
Eg TV, Radio, Cinema
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Metcalfe’s Law: the yellow lineyellow line
The value of a network is proportional to the square of the number of users of the system (n² growth):
Fax machines, telephones, one-to-one communications.
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Reed’s Law: the green line
• The value of large networks, particularly social networks, grows exponentially with the size of the network.(2n)Because: The number of possible sub-groups of network participants grows faster than either the number of participants, ‘N’ (Sarnoff’s Law), or the number of possible pairs (Metcalfe's law) (N squared)
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How does this reveal the value of hits in the networked world?
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Flip the graphs to find the demand curve
…and we discover why the long tail
succeeds in the group forming (Reed’s Law) world of social
networks that IS the internet.
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Hits take more of the available valuein a broadcast world
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Hits worth more in broadcast world
Shaded area shows hits account for a greater proportion of the available
demand and total value in Sarnoff’s broadcast world and in Metcalfe’sMetcalfe’s world
of one-to-one communications.
The biggest single group = the majority in a broadcast world but a small minority in the networked world
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Hits are still worth having… but
They have less proportional value compared to the overall economics of the networked world.
In a broadcast world the hit was where MOST of the value resided
The opposite is true in a networked world. Seeking ways to create value in the long tail
therefore offers the bigger opportunity
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Caution: Snakes
Long tail is getting longer…
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Frightening Fragmentation
Q: How can we reach deep into and along the ever-elongating long tail?
A: Understand how messages/ideas and conversations evolve in the networked world
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The internet is for people.
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The internet is for people. For people to form groups
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The internet is for people. For people to form groups
Groups with sharedpurposes
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The internet is for people. For people to form groups
Groups with shared purposesGroups of people that can form at little or no cost
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That changes everything
http://flickr.com/photos/stuckincustoms/
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Three key disruptions
Who gets to create content?
Who gets to distribute content?
Who controls the user experience?
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Three key disruptions
Who gets to create content?Any and everyoneWho gets to distribute content?Any and everyoneWho controls the user experience?The user is the destination now, they control their own A-to-anywhere journey
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You can’t target every community of purpose
They can
Here’s howhttp://flickr.com/photos/caribb/
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You can’t target every community of purpose
They can
Here’s how
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THE STAGE
Scale = audience = where the eyeballs have gone
Message broadcast at audience
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THE STAGE
But in (social) networks the broadcast message doesn’t arrive
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They aren’t looking at The Stage.
They are looking at each other
Scale = lots of communities of purpose = where the eyeballs are focused
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•They share messages among their groups.•They adapt them to suit their groups •They make the message theirs
We share what we think is cool with people who (we think) will think its cool, too
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•The groups are not fixed (adhoc).•The message spreads when the groups reform around a new purpose
Users select what they think is cool (has utility) to take with them on their journey
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Participants adapt the message
to suit the group they wish to share it with
The people best-placed to adapt the message are in the group, not on the stage
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And so it continues; the message evolving to
survive. Or it dies out
We share what we think is cool. That which we co-create, we embrace
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They aren’t your groups they are theirs
They aren’t your messages they are theirs
Communication is not done to them, it is done by them
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In social media
WE are the distribution, WE are the content, WE are the 'user journey', WE are how messages are
transmitted. WE are the medium and the
media carried by it WE are the connections.
and how the connections are made.
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Same as it ever was?
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Key lessons for organisations
http://flickr.com/photos/cleversimon/
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Key lessons for organisations 2
Respond
http://flickr.com/photos/daveyp/
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Listen
The conversations are happening with or without your permission.
They are happening everywhere people talk
You can listen: twitter search; brandtags.net, Radian6, etc
Listen, enable, and serve.
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Business case for listening
70% of purchase decisions are friend-recommended.
How much of your current spend is focused on connecting to the conversations?
How much value do you currently place on these conversations?
If the answer isn’t 70%...
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2. Respond
Marketing isn’t done to them, it is done by them
Think less of where the eyeballs are and more about the mouths and ears
Place value on real-time, human interaction.
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Homo Mimicus
Behaviour emulation is a key mechanic
Pic: Somargraphics via flickr
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Social media works best
When users can adapt the message to better suit those they would share with
Eg Youtube’s many incarnations of the Cadbury’s gorilla ad.
Where they lower the technical barriers
Eg Pampers easy-insert of your own kids’ pictures into a Christmas video message.
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Messy kitchens
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Interesting + together
Create interesting things for people to do together
Co-create with those you were going to do your content to/deliver a product or service to.
Now do it with them. They’ll find that more interesting.
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Connect communities of purpose
Make it easy for people who care to connect
People who care, act Action creates value (makes change) Their actions attract more people to the
purpose by amplifying and sustaining the conversation
This is how behaviour is changed – remember our monkey mimic?
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The value of right now
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Success requires:
1. A willingness to relinquish control
2. Toolkits users can play with
3. Creative users
2&3 are in place.
Ready for No1?
http://flickr.com/photos/darwinbell/
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Remember
It ain’t social media if it doesn’t change your business…
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Remember
If the world outside is changing faster than the world inside, something is going to tear
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What makes me angry?
1. Businesses insisting on massaging (messaging?) the humanity out of their best efforts to communicate with humans. There's a kind of insanity in that which is beyond grotesque.
2. Those who think they can 'use' us (that's me and you, kid) as a channel.
3. Those who think the conversation is trivial. They belittle what it is to be human and the value we place on relationships. Their loss.
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The networked journey
Listening to and responding to the network requires and drives cultural change within the organisation itself.
It raises and answers questions about ownership and control to make your brand or organisation better adapted to the networked world.
It is your safe passage to the future
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Together 90:10
“The people who can make the biggest difference to your company don't work for it.
“Adapting to the network means they can.”
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The great disruption has only just begun
Brian Eno 1991
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Social + Media
Social = Groups, people, us, what we choose to do together
Media = Content, distribution, them, what they would seek to do to us
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Contact:
David Cushman
FasterFuture.blogspot.com
twitter.com/davidcushman
Call or text +447736 353590
Or just Google me (no, really)
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