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Understanding the social web - and why it (a) wasn't started by the kids; and (b) isn't only for kids, either
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The social web for grannies Mar$n Hatchuel, Silver surfer
Douglas Adams, The Hitchhiker's Guide to the Galaxy
Don’t Panic
YYYYYYYYYYYEEEEEEEEEAAAAAAAAAAAARRRRRRRRRGH!
Social media
Bad name. It’s social. But it’s not media.
Media: One-‐way messaging
TwiFer is not a new media. It's the global conversaIon we've always thirsted for Jack Dorsey Execu$ve chairman of TwiCer, CEO of Square, and a founder of both
So let’s call it
The social web
But it’s for the kids Every granny you ever meet
Mind the Gap ConnecIng generaIons Returning to business as humans
I’ve come up with a set of rules that describe our reacIons to technologies: 1. Anything that is in the world when you’re born is normal and ordinary and is just a natural part of the way the world works. 2. Anything that’s invented between when you’re fiQeen and thirty-‐five is new and exciIng and revoluIonary and you can probably get a career in it. 3. Anything invented aQer you’re thirty-‐five is against the natural order of things. Douglas Adams, The Salmon of Doubt
It’s a State of mind
Watch this video at hFp://www.youtube.com/watch?v=xQpYYzR7y9o&list=PLA684257084BB3C44&index=1&feature=plpp_video
70s -‐ Calculators 80s -‐ PCs, fax machines 90s -‐ Internet Naugh$es 2003 -‐ MySpace 2004 -‐ Facebook Mobile -‐ smart phones, tablets
Remember them?
Expensive technology & connecIvity Only available to the wealthy few
90s
35 in 1990 57 in 2012
How’re the grandkids?
When I took office only high energy physicists had heard of the world wide web. Now even my cat has a home page Bill Clinton
RevoluIons Pew Research Center
3
Internet & Broadband Individuals became broadcasters
1.
Mobile connecIvity 46% SeFled an argument 39% Found a sports score
2.
Social networking Blimmin no good kids
3.
Wrong! • Their IQ is on the rise • They research, write and read more than any previous generaIon
• Some write more than 10,000 words a month online • They get behind causes • Highly advanced visual & problem solving skills
Damian Cook, eTourism Africa
• They read 8 books, 2,300 web pages and 1,281 Facebook profiles a year
• 64% never read a newspaper • Internet more than TV • Extensive and trusted networks of friends • Use phones rather than computers
Damian Cook, eTourism Africa
Silver Surfers
• 50+ • Urbane • WiFy • BeFer behaved • Far beFer taste in music
They’re on line
22% of them used social sites in 2009 ...42% in 2010
They’re curious Anyone who stops learning is old, whether at twenty or eighty. Anyone who keeps learning stays young. The greatest thing in life is to keep your mind young. Henry Ford
They’re engaged
Silver surfers are 30% less likely to suffer depression than non-‐surfers
So what IS the social web?
Any on-‐line planorm that lets us do a profoundly human thing: connect with one another
Kids? They’re not looking at their gadgets. They’re looking at each other
Kids? They’re not looking at their gadgets. They’re looking at each other. Lee Rainie -‐ Pew Research Centre
Yes, but how are they
using the tools?
Following
Liking
Sharing
Talking
Telling Stories
Where do I start?
Stay in touch
Get curious -‐ talk to strangers
Curate
Create
Same as we’ve always done Roaring 20s Newspapers Magazines LeFers Radio
Swinging 60s Television Newspapers Magazines LeFers
NaughIes Internet E-‐mail Mobile
Only differently • 8% of the world’s populaIon had
smart phones in 2008 • 12% of us had smart phones in 2010
18%
Use the social web to build relaIonships
Be personal Be authenIc Be transparent
Amplify The love
Build a community Connect Reciprocate Follow Link
The value of the social web becomes clear through repeIIon and redundancy Ron Mader
All media is now social media. Yet the basic rules remain the same. brandinfiltraIon.com/wn
Rule #1: Listen brandinfiltraIon.com/wn
Rule #2: Engage brandinfiltraIon.com/wn
Rule #3: Be real brandinfiltraIon.com/wn
Rule #4: Be respecnul brandinfiltraIon.com/wn
Rule #5: Have fun brandinfiltraIon.com/wn
We’re once again doing business in the old-‐fashioned, human way
Ixnay on the Brand-‐ay
CorporaIons Call centres Customers-‐by-‐numbers
Hello, Ms. Smith. It’s Thursday: your usual?
1. Think globally: Deal locally 2. Tiny cells make giant trees
MarIn Hatchuel [email protected] 0027(0)84 951 0574 www.barefootclients.co.za www.thistourismweek.co.za Thank you • Panic buFon -‐ Microchip08 • Four generaIons of Victoria's family -‐ Peter Symons • Fitness – Shustov • Dinosaur Footprints – Petropoxy • MulItasking – Zil • LiFle Spielberg -‐ Me • Grocery -‐ Deutsche Fotothek • The Pine, Saint Tropez, 1892-‐1893 -‐ Paul Signac (Hermitage, St. Petersburg) Advice and inspiraIon: Ron Mader hFp://planeta.com/