social media who owns the media now that your mum and dad are on facebook
TRANSCRIPT
WHO OWNS THE MEDIA NOW THAT EVEN YOUR MUM AND DAD ARE ON FACEBOOK?
JEZ JOWETT, SOCIAL MEDIA DIRECTOR #JEZMOND
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PAID MEDIA.
OWNED MEDIA
EARNED MEDIA (the really ‘social’ media)
MEDIA: OWNED, EARNED, PAID
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PAID MEDIA.
OWNED MEDIA
EARNED MEDIA (the really ‘social’ media)
You choose, based on these 3 stories
JEZMOND STORY
JON STORY
NESTLE STORY
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BUT BEFORE THE JEZMOND STORY,
A QUICK COMPILATION OF CONSUMER FAILS
SOME AMUSING DO’S AND DON’T’S
VIDEO : REMOVED
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A MORNING IN THE LIFE OF ME AND MY ‘OWNED’ MEDIA.
JEZMOND.
HOW I USE SOCIAL MEDIA
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7.15am
Woke up to this
7.50am
1st day @ school
456
137
240
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7.57am
Packed our bags & pockets
Twitter Sky News
Custom mac
macbook
macbook
macbook
Mac bag
Mac mini
Wii Board
Wii
Mac keyboard x 3
Remote mouse
HD RFID
FLIP iPod phone
iPhone Cables+
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7.58am
Got on 1 of these
(with WIFI)
8.00am
First feeds of the day (private)
12 Re-‐tweets 6 new followers 4 replies 140 friend updates
15,400
34,000
2270
11,771
8.30am
First feeds of the day (planning)
6 great links Re-‐tweeted 5 4 to follow Scanned 100 tweets
14,540
8,740
12 12
8.40am
Arrive at Cake. Happy people.
8.50am
At desk -‐ lots of feeds (big screen)
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60
125
456
2450
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9.00am
6 comments 240 friends 4 likes 1 party invite
1800
240
1340
1 !
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9.01am
YouTube
125
456
80
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VIDEO : REMOVED
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9.02am
Brand Republic alerts
2450
456
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9.16am
Tradi^onal start of the day.
What’s the point? Scanned Sent Reach
8.00 am
7.50am Image – Flickr, Facebook, Twicer
8.00am Friends feeds– Tweetdeck (300) 5, 50,000
8.10am Interest feeds-‐ social media, pr2.0, digital, ^ger woods.
8.50am RSS feeds (crea^vity, industry, F1, other)
8.55am E-‐mail, forwarded it and tweeted it.
9.00am Image comments-‐ Facebook, flickr, replies and par^es
9.01am Ichat & viral video-‐ youtube and tweeted it.
9.02am Brand Republic alert. Blog. Commented. Re-‐blog’d.
9.05am Twicer search – key themes and topics
9.08am Influencer Analysis -‐ TweetMeme
9.12am Campaign Analysis-‐ Seisms
9.16am tradi^onal media.
8.30am Special feeds & alerts-‐ Twicer & Google Craze, MPG, HD, clients
Network
BY THE TIME I’VE GOT TO TRADITIONAL MEDIA I’VE GENERATED ALMOST MORE CIRCULATION BY MY OWN
‘SOCIAL’ MEDIA
AND WHAT HAVE I SENT, THAT PEOPLE HAVE ENGAGED IN ? SOMETHING PERSONAL, AMUSING, INTERESTING ?
I wish! But the poten/al!
817,334 OTS
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Jezmond Story. Owned media.
Facebook John. Earned Media
Nestle Story. Paid Media.
The Flightdeck
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VIDEO : REMOVED
Curiosity in Social Media
Can these skills create a bigger number 1 in the music charts ?
X-Factor Christmas No.1
2005 - Shayne Ward 2006 - Leona Lewis 2007 - Leon Jackson
2008 - ?
‘Rickroll Xmas’ campaign To get 80’s pop legend Rick Astley to the Christmas No.1 If enough people buy, it would ‘create’ a No.1 single…
Make a logo, encourage members to use it in their social network profile pictures - 68,000 people joined up...
X-Factor winner Alexander Burke hits the Christmas No.1 selling half a million more singles than the No.2 record. The 4th Christmas No.1 in a row for the show...
December 2008
Rick Astley scrapes into No.73. Numerous downloads were annulled due to “bulk buying”
November 2009
Oh no... not again!
November 2009
Morter vs Cowell: Round 2
Learn from mistakes… and pay acen^on to detail
Getting a song into the charts wasn’t as simple as I’d originally thought…
Time for ac^on!
November 22nd 2009
Clear communica^on
- Ensure the group buys the track from the specific pre-selected outlets within the correct dates
- Make CLEAR instructions, be prepared for questions, and ANSWER them
- Create a ‘tweet’ to be Earned. This gained 26 million impressions and tweeted 38,000 times
- Use the ‘share’ facility
- Use ALL the avenues available to remind them of their job. Eg. The group’s logo
With 4 hours of the chart week to go...
“Hello Jon...
It’s Simon Cowell...”
5 hours to go…..
3 hours to go...
With 3 hours remaining Jon posted up the links for the ‘Live’ version of
the track, knowing most of his group members wouldn’t
have it...
...yet
Final score (track sales)
X-Factor........450,838 RAGE............502,672
Armed with a Facebook group of 1.6 million followers,
Over 3 weeks...
…. beaten the media Goliath to the Christmas No. 1!
Free gig in London
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Jezmond Story. Owned media.
Facebook John. Earned Media
Nestle Story. Paid Media.
The Flightdeck
London
New York
Shanghai
Frankfurt
VIDEO : REMOVED
Read the blogs and # about your brand That’s where these issues start first
Social communities are vocal and powerful Don’t make them mad – its hard to get them back!
Give consumers a voice to be heard Channeling that feedback can benefit the business
Learn from your mistakes And if necessary, be personal in your response
How to avoid doing a Nestle #FAIL
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SO…… What do I think ?
What do others think ? What do you think?
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PAID MEDIA.
OWNED MEDIA
Earned MEDIA (the really ‘social’ media)
“Consumers are beginning in a very real sense to own our brands and
par^cipate in their crea^on. We need to learn to let go” Chairman, Procter
& Gamble “Technology is shining power
away from the editors, publishers, the establishment, the media elite. Now it’s people
who are in control”
Rupert Murdoch “Social media is the on-‐going conversa^on of the planet. As ^me goes on, it is my home on the internet. It is my home page, the place where I spend the most ^me. It is
where I do business. It is where I hang out with my friends. It’s where I find out about new movies, television and
products.”
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Q: WHO OWNS THE MEDIA NOW THAT EVEN YOUR MUM AND DAD ARE ON FACEBOOK?
A: ISN’T IT ALL OF US ? …. AS LONG AS WE HAVE SOMETHING …..
…..INTERESTING TO SAY OR SHARE?
Let’s look at some evidence on ‘THE FLIGHTDECK” LIVE DEMO
THANK YOU #JEZMOND