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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
“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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