What is Social MediaScott Gray

What is SocialMedia?

A collection oftools…

(more like these)

that facilitates...

Credit: Ben Werdmuller http://www.flickr.com/photos/benwerd/

the creation ...

and sharing ...

Credit: Jason Staten http://www.flickr.com/photos/jasonstaten/

of stuff.

Stuff?

Stories

Information

Information

Reviews

News

“There's a plane inthe Hudson. I'm onthe ferry going topick up the people.Crazy.”

10:36 PM Jan 15th from TwitPic

Views 486,314

And could takethe form of..

Text

Video

Photos

Why should youcare?

Let’s look at some stats...

Two thirds of the globalInternet population visit

social networks

Nielsen, Global Faces & Networked Places, 2009 Credit: Christian & Cie http://www.flickr.com/photos/christiangates/

10% of totalinternet time isspent on a socialnetwork

Source: Nielsen, Global Faces & Networked Places, 2009 Credit: Catherine http://www.flickr.com/photos/mayeve/

Social Mediarecently displacedEmail as 4thmost popularactivity on theInternet.

Source: Nielsen, Global Faces & Networked Places, 2009 Credit: Esparta http://www.flickr.com/photos/esparta/

13 HOURS of video are

uploaded to YouTube EVERYMINUTE…

… it would take 413+years to watch everyvideo.

100,000,000 videosviewed on YouTubeevery day

Credit: Jared http://www.flickr.com/photos/generated/

The number ofminutes spenton Facebookevery day.

Credit: Mark Auer http://www.flickr.com/photos/thegeekshallinherittheearth/

Social Media istransforming marketing.

It’s taken themega-phone usedby advertisers

Credit: altemark http://www.flickr.com/photos/altemark/

… and given consumersa bigger one.

“Technology is shiftingpower away from theeditors, the publishers,the establishment, themedia elite. Now it’s thepeople who are takingcontrol” Rupert Murdoch

Mogul

The digital mega-phones

(a miniscule selection)

(Again) So why should youcare??

With so muchcontent beingcreated, it’slikely thatpeople aretalking aboutyou too.

Social Media andbrands.

Contrary towhat manytraditionalmarketersbelieve…

.. a brand is not just a logo

… neither is it just what marketersadvertise it to be.

“A brand is theintangible sum of aproduct’s attributes:its name, packaging,price, its history, itsreputation and theway it’s advertised.”

David OgilvyAdvertising god

Reputationis the oneattribute that’sout of themarketers’hands…

… and in themind of theconsumers’.

What people sayabout yourcompany impactsothers’perceptions ofyou.

“..consumersaround the worldplace their highestlevels of trust inother consumers.”

Nielsen Global Survey, 2007

“Your brand is nostronger than itsreputation - andwill increasinglydepend on whatcomes up whenyou are Googled”

Alan JenkinsCommunications Consultant

There are conversationsabout YOU happening outthere, that are easy to find.

And JOIN!

Are you listening?

Have you joined in?

Or are you being left out?

Who got it right?

67% of funds raisedcame via online

Credit: Iceman9294 http://www.flickr.com/photos/iceman9294/

Obama Election campaign by numbers:

• Facebook fan page: 3,279,102 fans (McCain 620,539)

• MySpace: 1,043,850 (218,172)

• YouTube: 1824 videos, 20m channel views (330/2.2m)

• Twitter: 137,206 followers (4848)

• Collected 13 Million email addresses

Credit: EricaJoy http://www.flickr.com/photos/ericajoy//

2 Million users 35,000 volunteer groups 400k blog posts

myBarackObama.com

Obama won where it counted -online, by providing various spacesfor fans to become campaigners.

Credit: EricaJoy http://www.flickr.com/photos/ericajoy/

Facebook pages - fishing where thefish are.

Credit: EricaJoy http://www.flickr.com/photos/ericajoy/

Highly customisable

Credit: EricaJoy http://www.flickr.com/photos/ericajoy/

Celebrate your brand advocates

Credit: EricaJoy http://www.flickr.com/photos/ericajoy/

Integrating other content

Credit: EricaJoy http://www.flickr.com/photos/ericajoy/

It’s not all kids!

Credit: EricaJoy http://www.flickr.com/photos/ericajoy/

United breaks guitars

+5 Million viewsTopped the US & UK iTunes chartsUnited’s Share price dropped 10% ($180m)

To conclude..

You can’t beatthem..

… so join them

“The future ofmarketing is notabout doing andsaying things TOpeople”

“The future ofmarketing isabout doingthings WITHand FORpeople”

Paul IsaksonDigital Strategist

Your action plan

Stop.

Collaborate.

And listen.

Stop.

Listen.

Start interacting.

That’s it!

Questions?

Twitter & the rise of the personalbrand.

Credit: EricaJoy http://www.flickr.com/photos/ericajoy/