richard stacy sunum

Stop you wasting money on social media

Gartner Hype Cycle

Gartner Hype Cycle

FalseEngagement

Arrival of Intelligence

Productive Engagement

False EngagementDigital agenciesSocial media agenciesFacebook

“Social media is a new channel you can use to

‘reach out’ to your consumers or customers”

WRONG!

Not sharing information

Making connections and taking actions

The challenge:support what the

connected consumer wants to do (or else they will replace what you do)

“These are forms of media or content platform”

WRONG!

Four glasses of Facebook, three shots of Twitter and a blog

Should I be on Twitter?Facebook

Twitter

“Our objective is to grow our Facebook fan base”

Social media doesn’t help you communicate with all of your

audience

Social media helps you communicate with exactly the right people at

exactly the right time

• Saying something nice about your brand• Saying something nasty about your brand• Asking a question for which your brand is the answer• Making a suggestion as to how to make your brand

better

Digital spaces – not digital places

Social media is something you participate within, not something you sponsor or buy

Gartner Hype Cycle

FalseEngagement

Arrival of Intelligence

Let’s get Britain Biking.com256 active members= 0.02% of people with motor bikes

The arrival of intelligence

Picture of accountant

What is the value of a ?Discovery of the

right conversation

Gartner Hype Cycle

FalseEngagement

Arrival of Intelligence

It’s different

Traditional media Social media

Its different

Doesn’t understand the difference Understands the difference

Practical understandingHelps you change things tomorrow

Theoretical understandingHelps you plan for the future

A brief history of information

A brief history of information

Information Distribution

Welcome to the post-Gutenberg World

Mass information distribution costs nothing

Everyone has the tools

Content has been liberated

What is the social media revolution?Separation

Information Means of distribution

Marketing = the art of reduction

Creative Director

Web designer

A 30 second, one-to-many mass message

Reductive to narrative

Propositions Stories

CONVERSATION

CONTENT

COMMUNITY

We like what you do

We don’t like what you do

Who are you, what do you do?

Here’s how to make it better

STORY

“A beer of substance for a man of substance”

What storiesHi, I am a beer of substance for a

man of substance

What a loser

What stories

Validation not illustration

Let me tell you a story

Sounds interesting

The P&G Story

Conversation

Monitoring

• Tools that help you understand the environment (chart)

• Tools that give you the real-time information (radar)

The future of content

An ad is an answer to a

question that no-one ever

asked

9 out of these top 10 sites is

either a blog or social site

Create a content warehouse

• High volume• Very specific• ‘Socialised’ – embedded within

conversations

Individuals will not want to be managed within communities controlled by brands

Individuals will form communities to

manage their interaction with

brands

Community

Gartner Hype Cycle

FalseEngagement

Arrival of Intelligence

Productive Engagement

Social media is not about marketing or communicationsSocial media is changing the relationship between institutions and individuals

Identity: “I make candles”Beliefs: Striving to make better candles Environment: Candle making workshop

Identity: “I provide light”Beliefs: Make it easy for people to see after the sun goes downEnvironment: Shop selling candles, matches, tapers

News as finished product

News as raw material

Mission accomplished?

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