These are the slides that accompanied a presentation I gave last night at IKP’s kom.update. It was a LONG presentation, so it covers a working "Practical definition" of Social Media (by no means the only definition!), Porter Novelli’s "4 step" approach to addressing Social Media, and the Integration Triangle. I want to thank IKP for the opportunity to come to Vienna to give this talk! Find out more at http://www.ikp.at

1. Facebook & Twitter & Co
Mat Morrison
Monday April 20, 2009

2. mediaczar.com/blog

3. @mediaczar

4. Ich spreche kein Deutsch

5. Ich verstehe nur “Bahnhof”

6. I do speak too fast

7. And like to move around a lot

8. Should I buy an iPhone?

11. 8 people answered on day 1

12. 19 answers

13. 7 in the first hour

14. “The only drawback is that it’s
a bit shit as a phone
sometimes...”

15. “...but it’s 95% of the hopes and
dreams of humanity”

16. 70% of Austria is online

17. Only 10% currently on
Facebook

18. Only going one direction

19. 3 things to talk about

20. 1: What is Social Media?

21. 2: How to approach Social
Media?

22. 3: How to
integrate digital
into your
campaigns

23. What IS Social Media?

24. Any technology that lets people
publish their thoughts,
opinions, beliefs?

25. A conversation?

26. A bunch of private
conversations that have now
become public?

27. Brands have to become more
human?

28. A PRACTICAL definition

29. Social
Social
Knowledge
Sharing
Social
Social
Bookmarks
Networks
Social
News

30. Social
Social
Knowledge
Sharing
Blogs
Photo sharing
Social
Social
Bookmarks Video sharing
Networks
Social
News

31. Social
Social
Knowledge
Sharing
Wikipedia
Social
Answer Sites Social
Bookmarks
Networks
Social
News

32. Social
Social
Knowledge
Sharing
Facebook
Social LinkedIn Social
Bookmarks
Twitter Networks
Social
News

33. Social
Social
Knowledge
Sharing
Digg
Social
Reddit Social
Bookmarks
Networks
Social
News

34. Social
Social
Knowledge
Sharing
Delicious
Social
Social
Mr Wong
Bookmarks
Networks
Social
News

35. Why does this matter?

36. United Kingdom
Social Knowledge
Social Sharing
Social Network
Social Network
Social Network

37. Österreich
Social Knowledge
Social Knowledge
Text
Social Sharing
Social Network
Social Knowledge
Social Network

38. Social Network
Social Sharing
Social Network
Social Sharing
Social Network

40. Dell: A Case Study

41. Social Sharing

42. Social Answers

43. Social Sharing

44. Social Sharing

45. Social Network

46. Social Network

47. Social Answers

48. Social Network

49. How to APPROACH Social
Media

50. Listen

51. Respond

52. Influence

53. Enlist

54. Listen &
Respond

56. Lots of FREE tools

59. Grab the RSS feeds...

60. ...and bring them together in
ONE convenient place

62. ...and make it someone’s job

74. 3: How to
integrate digital
into your
campaigns

76. Where do digital channels FIT?

77. How do we do
JOINED-UP thinking?

78. The INTEGRATION Triangle

81. “Real World”
Digital Traditional
Channels Media

82. Strengths Always on/on demand
Digital Channels Customer managed relationships/
interactive/self-service (feedback)
Messages can spread far and wide
Permanent, searchable multi-media
records
Weaknesses Un-mediagenic
Less message control: everyone can have
an opinion and a voice!
Cluttered, fragmented environment
Permanent, searchable multi-media
records

84. Strengths Always on/on demand
Digital Channels Customer managed relationships/
interactive/self-service (feedback)
Messages can spread far and wide
Permanent, searchable multi-media
records
Weaknesses Un-mediagenic
Less message control: everyone can have
an opinion and a voice!
Cluttered, fragmented environment
Permanent, searchable multi-media
records

85. Traditional Media Strengths Broadest audience reach (still!)
High impact & highly-valued by audience
Established channels and best practice
Relatively high degree of message control
Weaknesses High requirements for story
Long lead times
Limited back channel
Fish & chip wrapper

86. “I get 900K+ visitors a week to
whatcar.com and 127K readers
a month to the magazine....
..but people still think that the
magazine is much more
valuable to be in.”
Steve Fowler, Group Editor, What Car

87. Traditional Media Strengths Broadest audience reach (still!)
High impact & highly-valued by audience
Established channels and best practice
Relatively high degree of message control
Weaknesses Limited back channel
High requirements for story
Long lead times
Short attention span
Fish & chip wrapper

88. Real World Strengths Highest impact
Mediagenic
High “talkability”
Established channels and best practice
Weaknesses Transient
Low reach
High cost of involvement

89. 350 people on your website is
an abject FAILURE...

90. But 350 people in a Bahnhof is
a STORY

92. “Real World”
Digital Traditional
Channels Media

93. SIMPLE RULE
Move audience from corner to
corner

94. “Real World”
Promote
Digital Traditional
Channels Media

95. “Real World”
uit
cr
Re
Digital Traditional
Channels Media

96. “Real World”
Int
e
res
t
Digital Traditional
Channels Media

97. “Real World”
ve
i
h
rc
A
Digital Traditional
Channels Media

99. “Real World”
Content
Digital Traditional
Channels Media

101. “Real World”
plus :60 TVC
2 weeks
Digital Traditional
Channels Media

106. “Real World”
:60 TVC
Radio
Cross-track/Outdoor
€3m
Digital Traditional
Channels Media

111. “Real World”
uit
cr
Re
Digital Traditional
Channels Media

115. “Real World”
Int
e
res
t
Digital Traditional
Channels Media

117. “Real World”
ve
i
h
rc
A
Digital Traditional
Channels Media

120. Reduce UK’s CO2 emissions by
at least 80% by 2050

121. Include emissions from
international SHIPPING and
AVIATION

124. “Real World”
uit
cr
Re
Digital Traditional
Channels Media

128. “Real World”
Int
e
res
t
Digital Traditional
Channels Media

129. “Real World”
e
hiv
Arc
Digital Traditional
Channels Media

132. “Real World”
Digital Traditional
Channels Media

133. Where do digital channels FIT?

134. 350 people on your website is
an abject FAILURE...

135. But 350 people in a Bahnhof is
a STORY

136. SIMPLE RULE
Move from corner to corner
of the INTEGRATION triangle