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Presentation given at the 106Jack FM social media seminar - 21 April 2010
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WELCOMESocial media seminar
21 April
Menu for today
• A refresher on the basics• A little more depth on the principles• Practical steps (conversation, content,
community)– The infrastructure you need to build– How you then operate it
• The Social Media Revolution
The Social Media Revolution
(a refresher)
Social media is not
Social media is not about blogging, or wikis, or RSS or any of that sort
of stuff. It’s about how you use listening and coalescing the
conversations that are going on to inform everything you are doing...
...it powers the fundamentals of the business – it changes everything
People to the Plants
Plants to the People
Traditional media Social media
Its different
Your choice
Separation
Information Means of distribution
A brief history of information
A brief history of information
Welcome to the post-Gutenberg World
Mass information distribution costs nothing
Everyone has the tools
Content has been liberated
Answers to a problem which no longer exists
Marketing = the art of reduction
Advertising man
Web designer
A 30 second, one-to-many mass message
The King of MarketingBrand Proposition XVI
The end of the brand proposition and a return to
the world of storytelling
More on this later ...
What’s going on out there?
Not a world of information
It’s a world of connection and action
The challenge:Get the connected
crowd to support what you do, rather than replace what you do
Social media is not about blogging, or wikis, or RSS or any of that sort
of stuff. It’s about how you use listening and coalescing the
conversations that are going on to inform everything you are doing...
...it powers the fundamentals of the business – it changes everything
What to listen to and coalesce
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
Practical stuff
Infrastructure Operations
Infrastructure
Tools Basic story
Conversation
A real time, desktop, monitoring tool that is tuned to the specific conversations you
need to know about
Content
How we used to do it
Content warehouse• Tells people what you are up to• Contains the answers to all the
questions a customer might have• Brings your story to life
Content hub: a digital launch pad
Examples
http://www.newsroom.firstdirect.com/ http://newsroom.electrolux.com// http://www.conversations.nokia.com/
What type of content?
Basic plot outline
Establishment content
Don’t forget to tag
Basic rules of community• Think very carefully before
you build your own• If you do – keep it small and
focused• Never rent space in someone
else’s community
Operations
Programming plan
People
Production
Programme plan
News
Opinion
Stories
Campaigns
People
• Monitors• Conversation agents• Storytellers
ProductionProduction
