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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
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Facebook & Twitter & Co
Mat MorrisonMonday April 20, 2009
mediaczar.com/blog
@mediaczar
Ich spreche kein Deutsch
Ich verstehe nur “Bahnhof”
I do speak too fast
And like to move around a lot
Should I buy an iPhone?
8 people answered on day 1
19 answers
7 in the first hour
“The only drawback is that it’s a bit shit as a phone
sometimes...”
“...but it’s 95% of the hopes and dreams of humanity”
70% of Austria is online
Only 10% currently on Facebook
Only going one direction
things to talk about3
1: What is Social Media?
2: How to approach Social Media?
3: How to integrate digital
into your campaigns
What IS Social Media?
Any technology that lets people publish their thoughts,
opinions, beliefs?
A conversation?
A bunch of private conversations that have now
become public?
Brands have to become more human?
A PRACTICAL definition
Social Sharing
Social Knowledge
Social Bookmarks
Social News
Social Networks
Social Sharing
Social Knowledge
Social Bookmarks
Social News
Social Networks
BlogsPhoto sharingVideo sharing
Social Sharing
Social Knowledge
Social Bookmarks
Social News
Social Networks
WikipediaAnswer Sites
Social Sharing
Social Knowledge
Social Bookmarks
Social News
Social Networks
FacebookLinkedInTwitter
Social Sharing
Social Knowledge
Social Bookmarks
Social News
Social Networks
DiggReddit
Social Sharing
Social Knowledge
Social Bookmarks
Social News
Social Networks
DeliciousMr Wong
Why does this matter?
Un
ited
Kin
gdom
Social Knowledge
Social Sharing
Social Network
Social Network
Social Network
Text
Öst
erre
ich
Social Knowledge
Social Knowledge
Social Sharing
Social Network
Social Knowledge
Social Network
Social Network
Social Sharing
Social Network
Social Sharing
Social Network
Dell: A Case Study
Social Sharing
Social Answers
Social Sharing
Social Sharing
Social Network
Social Network
Social Answers
Social Network
How to APPROACH Social Media
Listen
Respond
Influence
Enlist
Listen & Respond
Lots of FREE tools
Grab the RSS feeds...
...and bring them together in ONE convenient place
...and make it someone’s job
3: How to integrate digital
into your campaigns
Where do digital channels FIT?
How do we doJOINED-UP thinking?
The INTEGRATION Triangle
“Real World”
DigitalChannels
TraditionalMedia
Strengths Always on/on demand
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
Dig
ital
Ch
ann
els
Strengths Always on/on demand
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
Dig
ital
Ch
ann
els
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
Tra
dit
ion
al M
edia
“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
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 wrapperTra
dit
ion
al M
edia
Strengths Highest impact
Mediagenic
High “talkability”
Established channels and best practice
Weaknesses Transient
Low reach
High cost of involvement
Rea
l Wor
ld
350 people on your website is an abject FAILURE...
But 350 people in a Bahnhof is a STORY
“Real World”
DigitalChannels
TraditionalMedia
SIMPLE RULE
Move audience from corner to corner
“Real World”
DigitalChannels
TraditionalMedia
Promote
“Real World”
DigitalChannels
TraditionalMedia
Recr
uit
“Real World”
DigitalChannels
TraditionalMedia
Interest
“Real World”
DigitalChannels
TraditionalMedia
Archive
“Real World”
DigitalChannels
TraditionalMedia
Content
“Real World”
DigitalChannels
TraditionalMedia
plus :60 TVC2 weeks
“Real World”
DigitalChannels
TraditionalMedia
:60 TVCRadioCross-track/Outdoor
€3m
“Real World”
DigitalChannels
TraditionalMedia
Recr
uit
“Real World”
DigitalChannels
TraditionalMedia
Interest
“Real World”
DigitalChannels
TraditionalMedia
Archive
Reduce UK’s CO2 emissions by at least 80% by 2050
Include emissions from international SHIPPING and
AVIATION
“Real World”
DigitalChannels
TraditionalMedia
Recr
uit
“Real World”
DigitalChannels
TraditionalMedia
Interest
“Real World”
DigitalChannels
TraditionalMedia
Arch
ive
“Real World”
DigitalChannels
TraditionalMedia
Where do digital channels FIT?
350 people on your website is an abject FAILURE...
But 350 people in a Bahnhof is a STORY
SIMPLE RULE
Move from corner to cornerof the INTEGRATION triangle
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