social media 101: social media 101: discover the power of your voice
TRANSCRIPT
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Social Media:101Discover the power of your voiceThursday, July 30, 2009
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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
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Social Media 101 | ME Media | Slide 3
Lets not talk about social media. Be a practitioner.
jojobickley
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Social Media 101 | ME Media | Slide 4
What Is Social Media? Social media is content,
recommendations, ratings and public statements created by people using highly accessible and scalable publishing technologies.
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Social Media 101 | ME Media | Slide 5
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
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Social Media 101 | ME Media | Slide 6
Part 1:People: Media shifts, content and behavioral
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Social Media 101 | ME Media | Slide 7
Our clients’ marketing model is being challenged, and CMOs can foresee a day when it will no longer work. McKinsey Quarterly, 2005, Number 2
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Social Media 101 | ME Media | Slide 8
People are free and are demanding their voices be heard.
Consumers are demanding that agencies and their clients listen, learn and change.
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Social Media 101 | ME Media | Slide 9
• 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
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CON
SUM
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RESPONSE
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Social Media 101 | ME Media | Slide 10
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
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Social Media 101 | ME Media | Slide 11
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.
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Social Media 101 | ME Media | Slide 12
The power shifted – We demand control
Any Time - Any Place - Any Way
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Social Media 101 | ME Media | Slide 13
of consumers don’t believe that companies tell the truth in advertisements”
“76%
—Yankelowich
Source: Alain Thys: http://blog.futurelab.net
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Social Media 101 | ME Media | Slide 14
THERE IS STILL ONE TRUSTED MEDIUMLEFT IN THE WORLD
MY FRIENDS – THEIR FRIENDS – AND ALL THOSE WE COLLECTIVELY RESPECT
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Social Media 101 | ME Media | Slide 15
Our need to connect fuels our world
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Social Media 101 | ME Media | Slide 16
Our connections form tribes
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Social Media 101 | ME Media | Slide 17
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.
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Social Media 101 | ME Media | Slide 18
Some people are passionate about their interests
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Social Media 101 | ME Media | Slide 19 Slide 19 | 05/03/23
passionate people can influence many
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Social Media 101 | ME Media | Slide 20
Social Media is You
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Social Media 101 | ME Media | Slide 21 We are social media
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Social Media 101 | ME Media | Slide 22 Media
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Social Media 101 | ME Media | Slide 23First Continental Congress
Being social and tribal is hardly a new behavior
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Social Media 101 | ME Media | Slide 24Telephone and Mail facilitated Tupperware Parties
We have always shared our passions
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Social Media 101 | ME Media | Slide 25
We have evolved with technology
Creating for Nationwide Insurance
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Social Media 101 | ME Media | Slide 26
Part 2:Technology: The vast universe of tools that connect us
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Social Media 101 | ME Media | Slide 27
(cc) Lynette Webb, 2006
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Social Media 101 | ME Media | Slide 28
“Social software is amplifying our messages,
creations, passions and buying habits.”
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Social Media 101 | ME Media | Slide 29
Social ssoftware has a few categories
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Social Media 101 | ME Media | Slide 30
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
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Social Media 101 | ME Media | Slide 31
Using social software, we network for information, entertainment and freedom
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Social Media 101 | ME Media | Slide 32
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
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Social Media 101 | ME Media | Slide 33
How are we using social software?
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Social Media 101 | ME Media | Slide 34 Slide 34 | 05/03/23
It’s not viral until the audience says so
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Social Media 101 | ME Media | Slide 35
Your tribe used to be isolated in one location
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Social Media 101 | ME Media | Slide 36
We are using GPS to network
NYC Tweet up using Loopt
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Social Media 101 | ME Media | Slide 37
technology facilitates global connections
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Social Media 101 | ME Media | Slide 38
Part 3:Brands: The people and brands willing to make a change.
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Social Media 101 | ME Media | Slide 39
Is Social Media The Right Answer For All Companies?
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Social Media 101 | ME Media | Slide 40
Social Media requires a CHANGE in the way we do business
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Social Media 101 | ME Media | Slide 41
Companies That Have Changed
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Social Media 101 | ME Media | Slide 42 Slide 42 | Wednesday, July 1, 2009
Nokia: One of the most transparent marketers in the world
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Social Media 101 | ME Media | Slide 43
Ford: Puts the product in the hands of social media practitioners
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Social Media 101 | ME Media | Slide 44
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.
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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.
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Social Media 101 | ME Media | Slide 46
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
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Social Media 101 | ME Media | Slide 47 Slide 47 | 05/03/23 Red Hat Society: they share stories and passions
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Social Media 101 | ME Media | Slide 48
they use the Web to recruit and stay connected1.5
millionmembers
50+ women are using:YouTube + Email + Flickr to organize a global movement
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Social Media 101 | ME Media | Slide 49
4,330,000 images on the Web
853,000 videos on the Web
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Social Media 101 | ME Media | Slide 50Social software helps them connect with other women across the globe.
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Social Media 101 | ME Media | Slide 51
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
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Social Media 101 | ME Media | Slide 52
Michael Jackson
Link to more: http://joannapenabickley.typepad.com/on/2009/06/on-michael-jacksons-push-to-digital.html
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Social Media 101 | ME Media | Slide 53
Part 4:Your Brand, Your Story, Your Voice and Our Agency
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Social Media 101 | ME Media | Slide 54
Media: What does it mean for agencies?
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Social Media 101 | ME Media | Slide 55
Media: What does it mean for agencies?
Create * Inspire * Facilitate Conversations
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Social Media 101 | ME Media | Slide 56
NYC Blog: iWunder | Sharing Our Thoughts and Work
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Social Media 101 | ME Media | Slide 57 Media: What’s Your Personal Brand?
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Social Media 101 | ME Media | Slide 58
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Social Media 101 | ME Media | Slide 59
Media
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Social Media 101 | ME Media | Slide 60
Come on and practice with me @
http://joannapenabickley.net
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Social Media 101 | ME Media | Slide 61
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
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Glossary of Terms
http://socialmedia.wikispaces.com/A-Z+of+social+media