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

Print

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