Contenu connexe
Similaire à Public social media
Similaire à Public social media (20)
Public social media
- 1. IT’S NOT WHAT
YOU SAY THAT
MATTERS, IT’S
WHAT YOU DO.
©2009 Paul Isakson Paul Isakson - paulisakson.com
- 2. The World’s Best
Social Media Marketing
Presentation* by
Paul Isakson
Head of Strategy
space150
paulisakson.com
©2009 Paul Isakson*A tribute to Paul Arden
- 3. What we’ll cover:
Why social media matters
Marketing and social media
Connecting with people
If you can’t do any of this...
©2009 Paul Isakson
- 7. Flickr // NathanFromDeVryEET
The total time spent globally on social networks is growing at
nearly 1.5X faster than the Internet average – growing 18%
between December 2007 and December 2008.
Source: http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/
©2009 Paul Isakson
- 8. All of this is creating a
growing number of
conversations...
©2009 Paul Isakson
- 9. both in social media and in
people’s real world lives.
©2009 Paul Isakson
- 13. "Your brand is no stronger than your
reputation — and will increasingly depend
on what comes up when you are Googled."
Allan Jenkins
Global Communications Consultant
©2009 Paul Isakson
- 16. “A revolution doesn't
happen when a society
adopts new tools. It
happens when society
adopts new behaviours...”
Clay Shirky
Author, Consultant, Professor at NYU
Us Now (Film)
Flickr // Rain Rabbit©2009 Paul Isakson
- 17. “A revolution doesn't
happen when a society
adopts new tools. It
happens when society
adopts new behaviours...”
Clay Shirky
Author, Consultant, Professor at NYU
Us Now (Film)
Flickr // Rain Rabbit
A REVOLUTION
IS IN PROCESS
©2009 Paul Isakson
- 20. THE FUTURE OF
MARKETING IS
ABOUT DOING
THINGS WITH AND
FOR PEOPLE
©2009 Paul Isakson Paul Isakson - paulisakson.com
- 22. “People don’t want marketing
messages in social networks
or when they are having a
dinner party.”
Jason Calacanis
CEO
Mahalo.com / Internet Entrepreneur
Flickr // ElectricSheep©2009 Paul Isakson
- 23. “People don’t want marketing
messages in social networks or
when they are having a dinner
party.”
Jason Calacanis
CEO
Mahalo.com / Internet Entrepreneur
DON’T MARKET
TO PEOPLE
©2009 Paul Isakson
- 25. “(When it comes to social
media) companies focus on
the features, tools and
technologies, yet fail to
understand the behaviors
of their own customers
online. As a result, they
miss the mark.”
Jeremiah Owyang
Senior Industry Analyst
Forrester Research
Flickr // shinyai©2009 Paul Isakson
- 26. ”Companies approach social media in two
different ways.
The first way, the companies focus on the
features, tools and technologies, yet fail to
understand the behaviors of their own
customers online. As a result, they miss the
mark.
The second type of company scans the
seascape, and understands the fish they’re
trying to reach. As a result, they are more
successful in connecting with customers… and
catch the big fish... Fish where the fish are.”
Jeremiah Owyang
Senior Industry Analyst
Forrester Research
Flickr // shinyai
DON’T FOCUS
ON THE TOOLS
©2009 Paul Isakson
- 27. The power of social media is found in the results of people using
these tools – the creation of self-organized communities of
likeminded people – making it a valuable way for businesses to
inspire, inform, understand and connect with the people who buy
their products and services.
Flickr // daveandsima©2009 Paul Isakson
- 28. IN OTHER WORDS, THE
MAGIC OF SOCIAL
MEDIA IS NOT WHAT
HAPPENS IN SOCIAL
MEDIA, BUT WHAT
HAPPENS OUTSIDE OF
IT, BECAUSE OF IT.
©2009 Paul Isakson Paul Isakson - paulisakson.com
- 31. How do we connect with people?
©2009 Paul Isakson
- 39. The
Main Behaviors
in Social Media
5
Connecting
CollaboratingCreating
Sharing Consuming
©2009 Paul Isakson Paul Isakson - paulisakson.com
- 41. People are connecting with friends,
family, acquaintances and others
who share their interests, values,
and/or beliefs.
Flickr // alexkess
Connecting
©2009 Paul Isakson
- 42. Thought Starters:
What values, beliefs and interests
do you share with the people who
buy your products and/or services?
Where are those people already
spending time that you could
connect with them through those
things?
How can you connect people to
other people and things that will
help them accomplish their goals?
Connecting
Flickr // chrisjohnbeckett©2009 Paul Isakson
- 44. People are collaborating with others
who share their values, interests,
and/or beliefs to accomplish a
shared goal, vision or project.
Collaborating
Flickr // The Moonstone Archive©2009 Paul Isakson
- 47. Consuming
People are consuming content to
learn, be entertained, seek validation,
feel more connected, etc.
Consuming:
Watching, Reading, Listening,
Skimming, Collecting, etc.
Flickr // _alef_©2009 Paul Isakson
- 48. Consuming
Thought Starters:
What can you teach people that will
help them achieve their goals?
What can you learn from people that
will help you be a better marketer or
help you make better products?
How can you reward people for
consuming and sharing your
content?
Flickr // GlowPlug©2009 Paul Isakson
- 50. People are creating content of
various kinds to express
themselves, share their thoughts
with others, share a creative talent
or passion, and, in some cases, to
build their “personal brand.”
Content:
Photos, Videos, Blog Posts, Tweets,
Comments, etc.
Creating
Flickr // Thomas Hawk©2009 Paul Isakson
- 51. Thought Starters:
What can you create that people will
benefit from?
What can you give to people that will
help them create more interesting
content to spread?
Creating
Flickr // Iguana Jo©2009 Paul Isakson
- 53. Sharing
People are sharing things they find
interesting or important with friends,
family and followers.
Flickr // Dieter Drescher©2009 Paul Isakson
- 54. Sharing
Thought Starters:
What can you share that will make
the community better?
How can you help others share
things more easily?
Flickr // Iguana Jo©2009 Paul Isakson
- 55. How do we get people to do stuff with us?
©2009 Paul Isakson
- 57. THE BEST WAY TO
GET PEOPLE TO DO
STUFF WITH YOU, IS
TO FIRST JOIN THEM
IN WHAT THEY ARE
ALREADY DOING.
©2009 Paul Isakson Paul Isakson - paulisakson.com
- 60. And if you can’t do that either?
©2009 Paul Isakson
- 62. Listen for rich
insights related to
your brand about
what people really
want and need.
Flickr // EssG©2009 Paul Isakson
- 65. IT’S NOT WHAT
YOU SAY THAT
MATTERS, IT’S
WHAT YOU DO.
©2009 Paul Isakson Paul Isakson - paulisakson.com
- 67. Paul Isakson
Head of Strategy
space150
blog / paulisakson.com
twitter / @paulisakson
email / paul.isakson@gmail.com
©2009 Paul Isakson
