What is the social media revolution?
Separation
Information Means of distribution
Traditional mediaDigital marketing
Social media
Its different
Doesn’t understand the difference Understands the difference
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
Gartner Hype Cycle
Gartner Hype Cycle
FalseEngagement
Arrival of Intelligence
Productive Engagement
“Social media is a new channel you can use to
‘reach out’ to your citizens”
WRONG!
Get the connected crowd to support what you do, rather
than replace what you do
“Facebook (Twitter, blogs, YouTube) is a form of media or content platform”
WRONG!
Four pints of Facebook, three glasses of Twitter and a blog
“Our objective is to grow our Facebook fan base”
Social media is not good for communicating with all
of your audience
Social media is about communicating with exactly the right people at exactly
the right time
Individuals will not want to be managed within communities
controlled by institutions
Individuals will form communities to
manage their interaction with
institutions
Community
Gartner Hype Cycle
FalseEngagement
Arrival of Intelligence
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
Productive Engagement
Social media is not a function of communications
Social media is changing the relationship between individuals and institutions
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
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