11. from Traditional Media ... ... to Social Media
Institutional Mediation Distributed Mediation
• Editing Process • Self-editing
• Publishing Process • Updating, Sharing, Participating
• Time and Space Constraints • No Deadlines or Space Limitations
• Professionals with Degrees • Amateurs with Time
Broadcasting Engaging Communities
TV Social Networks
Podcasts
Print My Blog
Radio
Forums
Wikis
Individual Consumption Social Consumption
12. m i l l i o n s w o rl d w i d e s h a re
bran d a n d p ro d u c t e x p e ri e n c e s
236 million
visitors annually 400 million registered users
200 million active users
100 million users /day
170 countries/territories
700 million photos /month
8 billion Tweets to date
Over 3 million Tweets/day
Over 70M total videos
684M visitors in 2009 Over 100M videos viewed per day
75,000 active contributors 112M views on most viewed video
2,6M articles in English
10M articles / 260 languages
20. Are you listening?
• Understand your customers and your community
• See how and where your brands are mentioned
• Pinpoint customer satisfaction issues
• Find out what really concerns consumers
• What and where is the false information?
• How are competing brands perceived?
• Reputation management
• Competitive Tracking
• Monitoring market trends
21. Is your message a result of listening?
h"p://www.youtube.com/watch?v=BmykFKjNpdY
22. A brand is the collective consumer
concept of a company
h"p://www.youtube.com/watch?v=wFcKhv5O4zM
23. Establish outposts on social networks
Think of it this way. If you are a fisherman you would not
fish for the trophy catch in stagnated water.
You would need to go to where there is fresh water.
That's where the fish are.
30. Measurement:
•Determining the volume and sentiment
around a brand or topic in social media
•Driven by your strategic objectives
•It’s not just about the numbers
31. What are your strategic objectives?
Consumer self-education
Greater visibility in search results
Lower the cost of public relations
Reach an enthusiast community
Become preferred online source of information
Lower cost communication tool
Internal collaboration
Employee satisfaction
Responsive to physician and consumer concerns
etc.
32. “In social - 1 rule of socialactively participate more than others… Social
90 - 9 groups, some people participation
participation tends to follow a 90-9-1 rule where:”
35. SOCIAL MEDIA ADOPTION MATRIX
Company Dimension Aware
Not engaged Engaged
Not aware
Customer Dimension
36.
37. Image credits
Most images have been purchased from iStockPhoto
Illustrations are credited to Brian Solis and Jake McKee. Follow them on Twitter
@briansolis and @jakemckee
“Cartoons on the back of business cards” are drawn by Hugh MacLeod, @gapingvoid
on Twitter
Swami image: http://www.flickr.com/photos/boskizzi/12103933/
Social media is in your marketing mix image: http://www.flickr.com/photos/luc/
1824234195/
Interuption http://www.flickr.com/photos/69148125@N00/326386880/
Puppy http://www.flickr.com/photos/klapow/39693385/
Talk to the hand http://www.flickr.com/photos/99757245@N00/2652563248
70 years of Spam http://www.flickr.com/photos/dok1/2607573904/
Markets are conversations image: http://www.flickr.com/photos/
88543347@N00/80462964/
Jellybeans image: http://www.flickr.com/photos/jspad/450848498/
Any omissions in attribution are unintentional and will be fixed if and when they’re
pointed out