Taking A Strategic Approach to Social Media
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Presentation given at Social Media Academy's Facebook Conference, 8th December 2010
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Taking A Strategic Approach to Social Media
- 1. The State of Play
- 2. Smell the Hype The Only Way is Up When was the last time someone made a film about Rupert Murdoch?
- 6. Get ready for the backlash Gartner Hype Cycle Peak of Inflated Expectations Trough of Disillusionment Slope of Enlightenment Plateau of Productivity
- 7. Changing Patterns of Behaviour & New Expectations
- 11. “ Amplifying the Volume of Moaning”
- 14. Being Strategic
- 18. Boring is good "Tools don't get socially interesting until they get technologically boring.“ Clay Shirky
- 19. Short-term triumph of the trivial
- 20. Don’t get so carried away by unlimited possibilities of social media … that you lose sight of real business objectives
- 23. Socio cultural shifts Trust deficit Death of deference +
- 24. Cynicism is our default setting How much do you trust to do what is right (Informed adults in UK)?
- 26. Socio cultural shifts Self expression
- 27. Art for Facebook generation
- 28. Socio cultural shifts Self expression + Collective action
- 29. The spirit of collective action
- 30. When self expression meets collective action
- 31. When self expression meets collective action
- 32. Economic altruism “ people like to create & wish to share. A surprising amount of useful, creative or expressive activity is generated without any financial incentive at all”
- 37. Evolution of Crowdsourcing Customising Contributing Creating Solving Collaborating
- 38. Collaborative Journalism “ mutualisation” = “getting readers to care about, inform and enhance our coverage” Meg Pickard
- 39. Socio cultural shifts Self expression + Collective action + Subversion
- 40. The Age of Subversion
- 41. The Age of Subversion
- 43. Powered by new technology
- 48. Organisational Challenge Disconnected Organisation Connected Customer meets
- 51. Ignorance is no excuse “ We would love to go on Facebook and we have been having a discussion around that, but it is uncharted territory ” (HSBC Executive)
- 54. “ People don't want to buy a quarter-inch drill. They want a quarter-inch hole!” Theodore Levitt, Harvard Business School
- 55. Clients don’t need a Facebook strategy They don’t even need a social media strategy … they need communications strategy … or customer engagement strategy … with social media at its heart
Notes de l'éditeur
- Quick survey around the room to establish personal level of involvement in social media
- Pulse of nation = 18,000 consumer panel Aisle Spy = blog & web cams & video Bright Ideas = money saving (5% of savings)
- Pulse of nation = 18,000 consumer panel Aisle Spy = blog & web cams & video Bright Ideas = money saving (5% of savings)
- Pulse of nation = 18,000 consumer panel Aisle Spy = blog & web cams & video Bright Ideas = money saving (5% of savings)
- The brief called for provocation & inspiration In spirit of biting the hand that feeds me … I will start by attacking the title
- Authority has been Dispersed Traditional authority figures – business leaders, politicians etc – have plummeted in the trust stakes over the past decade. The Edelman Trust Barometer bears witness to this – in some countries, trust in the CFO is as low as 20%. Meanwhile, trust in corporate advertising (13%) and corporate websites (24%) is also sinking fast – as the authority of (fellow) employees, peers, friends and family (40%) continues its inexorable rise. Engagement with audiences now needs to be through multiple voices and multiple channels – latest Trust data suggest five times/ five people/ five places. Messaging style, content and tone needs to be adapted accordingly. The democratising shifts in the wider world is reflected in the world of media, too. Media ‘authority’ has passed from newspapers to the internet and, to an extent, from the written word to filmed content. In the US in 2008, more people relied on the internet (40%) for news, than on newspapers (30%); 79% of all adults are now on-line – for an average of 33 hours per week. People visit 114 domains and 2,500 web pages per month. Today, 100 million people will watch videos on YouTube. Mobile is equally important. 40% of Americans will SMS someone today, just as Twitter is increasingly mobile. Meanwhile, billions of e-mails will be deleted without even being read. Not only has authority been dispersed, but also it is fragmented and occasionally ignored altogether whatever or wherever the source.
- Authority has been Dispersed Traditional authority figures – business leaders, politicians etc – have plummeted in the trust stakes over the past decade. The Edelman Trust Barometer bears witness to this – in some countries, trust in the CFO is as low as 20%. Meanwhile, trust in corporate advertising (13%) and corporate websites (24%) is also sinking fast – as the authority of (fellow) employees, peers, friends and family (40%) continues its inexorable rise. Engagement with audiences now needs to be through multiple voices and multiple channels – latest Trust data suggest five times/ five people/ five places. Messaging style, content and tone needs to be adapted accordingly. The democratising shifts in the wider world is reflected in the world of media, too. Media ‘authority’ has passed from newspapers to the internet and, to an extent, from the written word to filmed content. In the US in 2008, more people relied on the internet (40%) for news, than on newspapers (30%); 79% of all adults are now on-line – for an average of 33 hours per week. People visit 114 domains and 2,500 web pages per month. Today, 100 million people will watch videos on YouTube. Mobile is equally important. 40% of Americans will SMS someone today, just as Twitter is increasingly mobile. Meanwhile, billions of e-mails will be deleted without even being read. Not only has authority been dispersed, but also it is fragmented and occasionally ignored altogether whatever or wherever the source.
- Typical of Antony Gormley’s work Negative reaction of National Gallery head, Nicholas Penny