Social media disruptionFive by Five, 10 Feb 2010

Chris Buckley

MarketingWhere did that go then?

Disruption is not always obvious (Even if you are the market leader)

This ‘telephone’ has too many shortcomings to be seriously considered as a means of communications. The device is inherently of no value to us.

Western Union internal memo (1876)

Disruption is not always obvious (Even if you are the market leader)

The problem with television is that people must sit and keep their eyes glued on a screen; the average American family hasn’t time for it.

The New York Times (1939)

Disruption is not always obvious (Even if you are the market leader)

The Internet?We are not interested in it.

Bill Gates (1993)

Disruption is not always obvious (Even if you are the market leader)

Social media is disrupting the way we do business (Traditional models don’t work)

Mass media is expensive and focused on reach with diminishing returns

People are overexposed3k message a day, not that anyone is counting

We’ve developed natural filts 99.9% doesn’t get through

We time travelWho watches all the ads?

Social media is disrupting the way we do business (Traditional models don’t work)

One click awayExciting or terrifying?

Social media are the disruption drivers (The tools and platforms have turned the Internet into a global, hyper-word-of-mouth engine)

Insert obligatory head-messing, too-small-to-see picture-gram of all the social platforms to scare audience here

Social media are the disruption drivers(The tools and platforms have turned the Internet into a global, hyper-word-of-mouth engine)

Three trends worth a mention(Hard to get it down to three...)

Three-screen nation Mobilised community, always on the go

Content supply chain evolutionDisintermediation and freemium models

Content explosionNo need to code to share

Three trends worth a mention(Hard to get it down to three...)

Get inEngage, don’t advertise

Do something interesting(Guitar hero 5 - Activision)

@guitarherouk Twitter profile was set up in April 20092,823 followers as of 17 November 2009Organic growth no promotion411 updates, which averages at 2 updates per day

Engagement driven by passion points

‘Who’s you favourite guitarist?’‘What’s your favourite guitar solo?’‘How many of you out there played guitar hero last night?’

Different relationships

Customer service Advocates PR

Comments and suggestions

Social media optimisation

Do a world record

Guitar hero 5 world record

Pre-event amplification and engagement

Guitar hero 5 world record

PR

Guitar hero 5 world record

Pre-event localized content

Guitar hero 5 world record

Live event updates

Guitar hero 5 world record

Post-event

Social brand strategyCreate valuable relationships in social spaces

Social media out performs paid advertising (Actively listen)

Crowd sourcing the Samsung i8910HD(Create win-win relationships)

Sony MAG (Appropriate social behaviours)

Last thoughts(What next?)

Monetise this stuff Geo info, loyalty, advocate behaviours

Get a SMO strategySearch war for real-time. Content matters

Detach and distribute contentLube your content - slippy, not sticky

Get hot for the dataActionable insights?

Continue the conversation?

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