A story about how social media will change everything and how you can become a part of that change
Credits to: What the fuck is social media, 22squared and Sosymos
12. CONVERSATION A technology paradigm SOCIAL MEDIA LITERACY (not yet defined by government body) Proposed definition… The ability to identify, understand, interpret, create and communicate within the technological context of social media
13. CONVERSATION An ethical paradigm Being more… TRANSPARENT LOYAL INCLUSIVE PERSONAL HONEST RESPECTFUL ENGAGING AUTHENTIC CURIOUS RESPONDING
14. CONVERSATION An idealistic paradigm Share Idea Y How to change for a better world… Share Idea X How to change for a better world… Share Idea Z How to change for a better world…
16. SO IF THIS IS TRULY AN UNSTOPPABLE FORCE…SURELY THE WORLD IS TRYINGTO CHANGE FOR THE BETTER!?
17. LET’S BE REAL…IF YOU ARE A SOCIAL MEDIA ILLITERATE, IF YOU BEHAVE UNETHICAL, IF YOU HAVE NO VIEWS ON HOW THE WORLD COULD CHANGE FOR THE BETTER AND IF YOU HAVE NO TRUE ADVOCATES OUT THERE TO SUPPORT YOU…THERE WILL BE NO ROOM FOR YOU IN THE NEW WORLD…
18. TO CHANGE THE WORLD (FOR THE BETTER)YOU MUST ENGAGE YOURSELF HEAVILY INTO THE CONVERSATION by …Becoming a social media pioneer …Behaving ethical …Sharing your world changing ideas …Building true advocacy
29. BRAND COMMUNITY Brand A Brand B (your brand) Brand C Brand D Connected by …Similar social media status …Similar ethics …Similar world changing ideas …True advocacy between brands
30. SMALL WORLD PHENOMENON:In April 2010 examined 5.2 billion friendships on TwitterThey wanted to calculate the degrees of separationThey found out that 98% of all Twitter users are 6 friends or less away The average degree of separation on Twitter is 4.67
32. IN THE NEW WORLDA STRONG BRAND COMMUNITYCAN PENETRATE IT’S ADVOCACYON A GLOBAL SCALEWITHIN A COUPLE OF DAYS
33. NO. OF TRUE ADVOCATES INYOUR BRAND COMMUNITY YOUR ABILITY TO CHANGE THE WORLD = TRUE ADVOCATES AVERAGE DEGREES OF SEPARATION TO WORLD POPULATION
34. BRAND PROMISE To define a clear message about what your brand can offer to the world BUILD TRUE ADVOCACY DEFINE YOUR BRAND IDENTIFYSIMILARBRANDS INCREASE SOCIAL MEDIAPRESENCE
35. What is my social media presence? Question 1: What are my ethical trademarks? Question 2: How do I want to change the world? Question 3: Who and what would I like to join? Question 4:
36. BRAND INTELLIGENCE To gather and analyse information that enables you to identify similar brands BUILD TRUE ADVOCACY DEFINE YOUR BRAND IDENTIFYSIMILARBRANDS INCREASE SOCIAL MEDIAPRESENCE
37. CONVERSATION Identify similar brands Brand Y YOU YOURFRIENDS YOURFRIENDS’ FRIENDS SOMEONEYOU WOULD LIKE TO KNOW Brand X Brand Z
40. Action 3Similar social media status: Similar ethics: Similar world changing ideas: True advocacy:
41. BRAND ADVOCACY To build deeper and more effective relationships with similar brands BUILD TRUE ADVOCACY DEFINE YOUR BRAND IDENTIFYSIMILARBRANDS INCREASE SOCIAL MEDIAPRESENCE
43. I really like your social media presence... Message 1: I really like your personal ethics… Message 2: I really like how you want to change the world… Message 3: I really believe we have something in common… Message 4:
47. Understand your drivers: (mechanisms within your brand community) Advocacy driver 1 Advocacy driver 2 Advocacy driver 3 Criticism driver 1 Advocacy driver 4 Criticism driver 2
48. BRAND PRESENCE To expand the social media presence of your brand community BUILD TRUE ADVOCACY DEFINE YOUR BRAND IDENTIFYSIMILARBRANDS INCREASE SOCIAL MEDIAPRESENCE
49. SOCIAL MEDIA PRESENCE PAYS:In 2010 22Squared examined 22 digital actions and their effects on the consumers of 52 global brandsThey concluded that a deeper level of social media presence made consumers:- talk more about the brand - talk more about the brand in more places- talk more about the brand more times- buy more- buy more for more money
50. SOCIAL MEDIA PARADOX: "Social media is like teen sex. Everyone wants to do it. Nobody knows how. When it's finally done, there is surprise that it's not better." (A. Kaushik) Expectations are high… Insights and skills are low…