1. Transforming the Landscape
Social Media
Transforming the Landscape
John Fanning

2. Transforming the Media Landscape
Mid 15th century - printing press
telegraph/telephone
recorded media - music film
transmission of sound, film
-Late 20th century - the internet

3. Implications All media converge on one channel
Everyone - the former audience become potential producers
the greatest expansion of creative capacity in history
It’s not just that people can now speak directly back to business
but that they can speak to each other in public about businesses.

4. Philosophical Underpinning
Roots in 1960s counter - culture
A mixture of the academic, the hippie, the peasant and the geek
Critical values include - collaboration, creative expression, meaning

5. Plus ca Change
Radio didn’t kill press, television didn’t kill radio, the internet won’t kill the 30sec commercial
At the end of the day - it’s not about new technology - it’s not about new media - It’s about new messages.

7. What Is Social Media????
A Conversation Based Online

8. Social Media Landscape

9. It’s not just Facebook & Twitter

10. And it differs from Traditional Media
Social media is based on the integrations/conversations between different people online and for brands to become part of this they need to move from a monologue to a dialogue
…it’s not finite…
technology is
the
conduit
Source: Wikipedia

11. How it differs from Traditional Media…
Social Media
Customer
Prof media outlets
Static content
Campaign
Monologue/Push
Collaborator
User generated content
Evolving content
Commitment
Dialogue/Pull VS

13. Social Media Landscape Ireland

14. 15 – 24 – Ireland Media Trend

15. 35 – 44 – Ireland Media Trend

16. 93% of Social Media users believe companies should have a Social Media Presence
Cone, Business in Social Media Study, September 2008

17. 56% feel a Stronger Connection to brands who use social media
Cone, Business in Social Media Study, September 2008

18. How People Use Social Media
The way people use Social Media can be broken down into 3 different categories

19. Creating Content Blogs/Wikis
Video editing/uploading – YouTube/Dailymotion
Twitter
New ways to create content popping up regularly

20. Make Connections
Building online personalities through social network profiles i.e. Bebo/Facebook
Can chat to friends, piers or brands
Can seek out new contacts through links with current connections
Can publish & expose any content they have developed to friends

21. Make Recommendations
Have the opportunity to give their views on a product & rate the product i.e. ebay/tripadvisor
Can answer peoples requests on reviews of different products
Can make comments on peoples Social Network profiles/ content
Can amend Wiki’s with new updates

22. Who Does What???

23. The Reason To Use Social Media
Create
Awareness
Encourage
Trial
Inspire
Loyalty
Create
Ambassadors
Develop greater market share
Build Your Brand Reputation
Increase Sales
Promote Brand advocates
Encourage current advocates to talk about the product
Promote current volunteers/donators into Brand Advocates

24. How Does Social Media deliver ???
It helps develop a relationship with your customers through dialogue
Customers want and expect to receive answers they pose to the brand
Opportunity to defend your brand to defectors
Drive Brand Advocacy

25. Managing a Social Media profile
Develop a content plan
Catalogue all content available
Outline conversation topics
Build a FAQ database – update with fans questions as they come in

26. Managing a Social Media Profile
Regular monitoring of your profile (5 mins every hour)
Personalise your responses
Don’t be afraid to ask questions of your fans

27. Bank of America http://twitter.com/BofA_Help

28. USEFUL READING
 The Importance of Being Branded: An Irish Perspective (paperback) 28 28