////////////////////////////////////////////////////////////////////////////////////Social & Community Presented by Michael Wilson forNew York University School of Continuing and Professional StudiesRachelle Spero, Adjunct Professor

Contact: me@stopwilson.com

Introduction

Community Social

About Me

Gaming

DigitalAdvertising

About Me / Advertising

About Me / Gaming

About Me / Digital

////////////////////////////////////////////////////////////////////////////////////What is Social?

Everything is Social

Social is Identity

Social is Conversation

Social is Community

Social Media Fragmentation

Landscape

17

Niche Social is Worth Noting

Landscape / Google+• Google+ has experienced

impressive, even unprecedented growth to 25 million users, but it still has a ways to go and many problems to address.

• One key element of Google+ is a focus on targeted sharing within subsets of your social group, which are what Google calls Circles. Circles are simply small groups of people that you can share to, each with names like friends, family, classmates and co-workers.

Content

Context

Editorial

Music

Reviews

Videos

Social

Location

Discovery

Content & Context

Content & Context

• The internet is full of content, but it’s the context in which we view that content is what makes it special and inherently digital.

• I hope that Content & Context become a framework for you to evaluate technologies to make meaningful decisions around what trends make sense for your brands and/or clients.

21

Community is the Intersection

Brand Messag

e

Consumers

Journalists

TradeCustomers

Influencers

Traditional Communications

Brand Message

Consumers

Journalists

TradeCustomers

Influencers

The Social Model is Evolving

Never Before…

…have individuals possessed the ability and expectations to interact so deeply with companies, and each other, to shape and create the products, services and messages consumed.

Technology isn’t leading

Capability breeds expectations.

Connectivity adds sources.

Context is the “Medium.”

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Social Strategy & Execution

Social Media Strategies

Facilitate• Augmenting and facilitating existing conversations

throughout the social media arena

Aggregate • Bringing together existing conversations in the

brand’s own space

Syndicate• Bringing together existing conversations in the

brand’s own space

Sponsor• Positioning the brand adjacent to existing

conversation and content

Facilitate

Aggregate

Syndicate

Sponsor

+

The Pillars Social Media Execution

Listen Strategy

IdentityExecute

Listen

Strategy

Identity

Execute

////////////////////////////////////////////////////////////////////////////////////Questions / Discussion

38

Growing Up Social—Kids and Facebook

The Wisdom of Crowds

The Future of Social