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The Future of Social Media
Stephen Waddington@waddsManaging DirectorSpeed
A changing media landscape The rise of social media A shift to participation An opportunity for the PR industry
Agenda
1990: The birth of the Internet
ICCO Summit 2011 3Flickr: campuspartybrasil
1998: Google launched
ICCO Summit 2011 4Screen grab: WayBackMachine
“Networked markets are beginning to self-organize faster than the companies that have traditionally served them.”
“Thanks to the web, markets are becoming better informed, smarter, and more demanding of qualities missing from most business organizations.”
2000: Cluetrain Manifesto
ICCO Summit 2011 5
News print challenged
ICCO Summit 2011 6Flickr: frontlineblogger
Broadcast is booming
ICCO Summit 2011 7Flickr: jonnybaker
Our media appetite is insatiable
ICCO Summit 2011 8Flickr: Locator
The rise of social media
New influence flows
ICCO Summit 2011 10Source: www.philipsheldrake.com
ICCO Summit 2011 12
Awareness of Facebook is 100%. More than 400m users for an average of 37 minutes
ICCO Summit 2011 13
200m users on Twitter for an average of 23 minutes
Vkontake
ICCO Summit 2011 14
Vkontake has 39% penetration in Eastern Europe
Tuenti
ICCO Summit 2011 15
In Spain Facebook is the largest social media site followed by Tuenti
Mobile (and location)
ICCO Summit 2011 16Flickr: macanudos.es
A shift to participation
User generated content
ICCO Summit 2011 18Flickr: Kordian
Radical transparency
ICCO Summit 2011 19Flickr: acidpolly
Loss of control: people talk
ICCO Summit 2011 20Flickr: duncan
Interplay with traditional media
ICCO Summit 2011 21Flickr: alinababafriend
Reality versus expectation = conversation
ICCO Summit 2011 22
An opportunity for the PR industry
Public fooled via spin
Information through communication
Public engagement via two way communication
Back to the future
ICCO Summit 2011 24
Content creation
ICCO Summit 2011 25Flickr: kwl
Authenticity
ICCO Summit 2011 26Source: http://www.alastaircampbell.org
Radical shift in organisational communication
ICCO Summit 2011 27Flickr: stewartmorris
Engagement and participation
ICCO Summit 2011 28Flickr: chrisjohnbeckett
Monitoring
ICCO Summit 2011 29Flickr: donsolo
Social relationship management
ICCO Summit 2011 30
Open business
ICCO Summit 2011 31Flickr: donsolo
49% integrate social media with traditional PR, across practice areas
31% rely on a dedicated social media team within the consultancy
11% rely on external partners
9% use a combination of the approaches above
An opportunity recognised
ICCO Summit 2011 32
UK search marketing worth $5.8 billion in 2010
US market worth $16.6 billion in 2010
But we’ve been here before
ICCO Summit 2011 33
54% of consultancy heads believe clients have mixed views as to which communications discipline owns social media
27% of respondents believe clients see social media communications as part of PR activity
19% feel that a majority of clients do not view such services as part of public relations
It’s time to claim our ground
ICCO Summit 2011 34
Images sourced from Flickr with thanks to: acidpolly, alinababafriend, br1dotcom, campuspartybrasil, chrisjohnbeckett, donsolo, duncan, frontlineblogger, jonnybaker, Kordian, kwl, Locator, macanudos.es, and stewartmorris.
Other images with thanks to: Alistair Campbell, Phillip Sheldrake, and WayBackMachine.
Photo credits
ICCO Summit 2011 35
The Future of Social Media
Stephen Waddington@waddsManaging DirectorSpeed
