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Don't use social media

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Rough ideas, perspectives and diagrams about the coolest thing since pirate radio. Yes, social media. Enjoy - but do note that this presentation works better when it's presented face to face.

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Don't use social media

  1. 1. Don’t use social media Rough ideas, perspectives and diagrams about the coolest thing since pirate radio www.markpollard.net www.twitter.com/markpollard
  2. 2. You tell me
  3. 4. Write down some examples
  4. 5. TV? Radio? Newspaper?
  5. 6. My take <ul><li>‘ Social media’ is simply: Places where people interact on the public record </li></ul>
  6. 7. So what?
  7. 9. Where we spend our time Source: Hitwise – website visits - week ending 02/05/2009
  8. 10. Some more numbers <ul><li>Brand or channel unique audience: </li></ul><ul><li>Facebook 4,979,000 </li></ul><ul><li>MySpace 2,179,000 </li></ul><ul><li>Blogger 2,029,000 </li></ul><ul><li>WordPress 832,000 </li></ul><ul><li>Twitter 679,000 </li></ul><ul><li>Bebo 543,000 </li></ul><ul><li>Yahoo!7 Groups 391,000 </li></ul><ul><li>Six Apart TypePad 326,000 </li></ul><ul><li>Google Groups 266,000 </li></ul><ul><li>LinkedIn 258,000 </li></ul>Source: Nielsen Online NetView, March 2009
  9. 11. And finally... Source: Forrester Three-quarters of Australian online adults use social technologies One-quarter of Australian online adults create their own content Almost half of Australian online adults are members of social networks
  10. 12. 7 fairly random thoughts
  11. 13. Slingshots and paintbrushes Read this for more info: www.markpollard.net/slingshots-and-paintbrushes-joe-trippi/
  12. 14. We are what we share
  13. 15. Search is becoming social
  14. 16. Centralised and portable personal data
  15. 17. eCRM and e-commerce via social media
  16. 18. Stalkernomics Eaves-dropping for profit
  17. 19. The impact of Twitter <ul><li>Fast, short talk </li></ul><ul><li>More stranger-friends </li></ul><ul><li>The stream </li></ul><ul><li>More innocent, timely search </li></ul><ul><li>(with Facebook) Online body language </li></ul>
  18. 20. The marketer’s dilemma
  19. 21. 5 Rs Risk Reward Resources Results Response What if it goes wrong? Will it work? How much? Who’s best do to it? How do I measure them? How do I engage with people?
  20. 22. Listen Join Guide Lead Conversation Community Management
  21. 24. Creators Critics Collectors Joiners Spectators Inactives Outreach to bloggers Contests to solicit content Encourage spoofing Solicit comments Encourage voting Social bookmarking Encourage forward to friend Offer RSS feeds Snaggable Widgets Download Podcasts Viral videos/websites Create groups & communities Social applications Portable, original content Optimize content findability Forrester Social Technographics Ladder Common Tactics Source: www.forrester.com/Groundswell/profile_tool.html
  22. 25. From the trenches
  23. 26. www.huggies.com.au
  24. 27. www.earthhour.org
  25. 28. Kieran Ots 1. Involvement relates to care factor and effort 2. Mischief happens 3. Predictability is unlikely Digital creative director, Leo Burnett
  26. 29. www.spottedforreal.com
  27. 30. Ben Phillips <ul><li>Loosening control has pros and cons 2. Create and leverage advocacy </li></ul><ul><li>3. Allow people to mould direction </li></ul>Digital strategist, Euro RSCG
  28. 31. www.daredallion.com.au
  29. 32. Ian Lyons <ul><li>Understand what a profitable customer looks like 2. Internal stakeholder management key </li></ul><ul><li>3. Draw clear lines to business benefit </li></ul>Head of Social Media, Amnesia | Razorfish
  30. 33. Julian Cole <ul><li>Companies are not investing much in social media </li></ul><ul><li>2. Social media needs to be part of bigger strategy </li></ul><ul><li>3. Social media strategy should follow ‘the idea’ </li></ul>Social Media Strategist, The Population
  31. 34. Gavin Heaton <ul><li>Customer battery often trigger </li></ul><ul><li>2. Change management is critical </li></ul><ul><li>3. It’s hard to be human </li></ul>SAP and prominent blogger: servantofchaos.com
  32. 35. Natalie Tran <ul><li>Offline interaction around YouTube growing 2. Half: visit YouTube once a week, & share </li></ul><ul><li>3. First few seconds count </li></ul>One of Australia’s most-watched YouTubers
  33. 36. www.mumbrella.com.au
  34. 37. Tim Burrowes <ul><li>Start 2. Get team to use it to understand it </li></ul><ul><li>3. Over-listen when you’re starting </li></ul>Mumbrella.com.au
  35. 38. www.greatestathlete.com.au
  36. 39. Ross Raeburn <ul><li>Invest in content and community manager 2. Respond to interact-ers </li></ul><ul><li>3. Negativity is opportunity to converse </li></ul>Digital strategist, Soap
  37. 40. Final thoughts
  38. 41. <ul><li>Start your strategy with the phrase: “We can help people by...” </li></ul>
  39. 42. Don’t use social media Let it use you
  40. 43. Questions? www.markpollard.net www.twitter.com/markpollard If you enjoyed the read, share it with someone in need