“living with the FirewaLL”

SociaL MeDia

anD GlASS PAlACES

MichaeL Barnes

12th ApriL 2011

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dO YOU HAVE?

Facebook [ ]

Twitter [ ]

LinkedIn [ ]

Blog [ ]

Slideshare [ ]

Flavors.me [ ]

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Makes you think

Wikipedia is the biggest single repository of mankind's knowledge ever built.

It would take 100 million man hours to build it from scratch.

14 hours of video uploaded to YouTube every minute.

The Huffington Post has 28,000,000 unique monthly visitors .

Twitter has 200,000,000 users and 65,000,000 tweets a day .

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55%

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Why shouLD companies care?

“Social media: More than just a passing fad say bank ers”Finextra's international series of social media events kicked off at Thomson Reuters'

London headquarters today, with participants from the financial services industry chewing over the opportunities and pitfalls presented by the likes of Twitter, Facebook

and LinkedIn.

…..blah blah blah blah blah blah……

How this information is used and the privacy implications are still unclear but the ubiquity of the tools means banks cannot afford to sit back and wait for a clear

path .

Finally, demonstrating the open nature of the medium and perhaps revealing why it still scares some bankers, a dissenter, @MODERN1ST, self-described "anarchoid petit-bourgeois

deviationist running-dog lackey of the most reactionary elements of international finance capital" used the event hashtag to express disgust at banks' "UGLY" use of the form.

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Why shouLD companies care?

AdAge pointed out recently that only 44% of the Fortune 50 display their Twitter icon on the homepage, and a sad 4% link to their blog. While I hate to

speculate on why they withhold their accounts from this prominent real estate, their homepage, I have to admit that it appears as if they’re, well, above it……..

…………………………..I wonder if sometimes corporations become fearful of the very thing that makes them great, their customers, and social media can

amplify that. The thing to remember is, people are talking about you r brand anyway, and offering social media spaces where you can engage in those

conversations gives you more control, not less.

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Why shouLD companies care?

Aside from establishing thought leadership , there are numerous other reasons why B2B companies should be blogging.

While search engines like blogs, so does the media . The media wants to talk to thought leaders, and that interest can result in media coverage.

Blogs gives potential purchasers a glimpse of what it may be lik e working with you (another risk reduction in their minds)

Your blog can drive more traffic to your website , especially if you integrate the blog into your existing site

Blogging is one of the best ways to consistently build links to a B2B site , which will not only drive traffic, but can also increase your rankings in the

SERPs

Blogging represents an opportunity to get found in the natural search results for a more diverse set of keywords related to your business.

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Why shouLD companies care?

06 April, 2011 - 13:12 Twitter analysis boosts trading results

Twitter is being used by German economists for a We b site that predicts stock price trends, after an academic study found the micro-blogging site a pres cient tool.

In a study, the Technical University of Munich economists analysed 250,000 Twitter messages written in a six-month period related to S&P 500 listed companies.

They found the sentiment of tweets to be associated with abnormal stock returns and message volume to predict next-day trading volume.

The analysis shows that if an investor had used Twi tter sentiment to guide share purchases in the firs t half of 2010, they would have achieved an average r ate of return of up to 15%.

Timm Sprenger, economist, TUM, says: "If a Twitter user often gives good stock recommendations, he will, as a rule, have more followers and will be 'retweeted' (ie quoted) more often by other users. Hereby, tweets with good

recommendations are affirmed and receive greater weight in the overall analysis."

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The bLog thing

• 1997, ‘weblog’ coined by Jorn Barger, ‘logging the web’

• Famous blogs Huffington Post, Perez Hilton, Belle de Jour

• Web newspapers or blogs? Convergence?

• Personal, Professional, Community, Special Interest,

• Quantity and Quality, a popular meritocracy

Jorn Barger

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I Live in Manchester….

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…this is my worLD

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My news wire

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Impact on news anD business?

• Different voices can be heard/read

• Different arguments can be presented

• Information flows faster with an explicit audit tra il

• The is space, a medium, to allow ideas to breathe

• Debate can be engaged with the informed, the uninfo rmed and the mad

“The half-life of sloppy journalism is getting short er and shorter ”

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THE NEW

dIGITAl dIVIdE

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living with the FirewaLL

Outside

in the real world

Fast

Open

Organic

Innovative

Surprising

Inside

in corporate-world

?

?

?

?

?

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Why dO I bLog?

- Present

- Debate

- Promote

- Experiment

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The future?

Free

Unregulated

Old stuff

Fixed

Slow

Static

Paid for

Regulated

New stuff

Universal

Fast

Dynamic

?

? >

? >

>>>

>>>>>

>>

Cost

Control

Content

Connection

Speed

Use

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BACK TO The future?

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“The worLD is moving from a pLace

where vaLue was createD in verticaL

siLos of commanD anD controL to a

worLD where vaLue is increasingLy

going to be createD horizontaLLy by

how you connect anD coLLaborate”

The World is Flat - Thomas L. Friedman

(2005)

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CQ + PQ > IQ

ALways.Thomas L. Friedman

(2007)

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EnD of.