3. search cluetrain smallworlds folksonomy longtail
desire lines conversations sixdegrees wisdom of value of
crowds social media
$ $
abandoning ecosystem vs. cloud free future
the news castles technologies revolution microtrends
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8. Desire Lines and Search
• A ‘Desire Line’ is a path to get from point A to point B
• The Internet is a sea of conversations navigated by search.
• Attach brands, products and services to a users ‘Desire
Line’ This increases sales, and decreases your marketing
budget
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11. Search & Social Media
• Search is a ‘Cognitive Action’
• Search is a ‘Discrete Event’
• SEO and PPC is the Discipline to Better
Capture these ‘Discrete Events’
• Social Media Takes the ‘Discrete Event’ of a
conversation and makes it ‘Permanent’
• Social Media takes What is ‘Invisible &
Makes it Visible’
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14. Cluetrain Conversation
•Markets Are Conversations
•Conversations are held by people that recognize each
other by how they speak.
•Business speaks in ad copy-marketing hype- or sales
voice. Blogs and Social Media are word of mouth.
•Speak as a Human = with people rather than Tarzan
Style Chest Beating
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16. Cluetrain Conversation
Business has‘Four Mores’
To Sell More Products and Services
To More People
More Often
For More Money
Social Media Helps Enable This
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17. Small Worlds:
The 6 Degrees of Kevin Bacon Leversee
6 degrees of anyone
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18. Small Worlds:
The 6 Degrees of Kevin Bacon Leversee
6 degrees of anyone
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19. Small Worlds:
The 6 Degrees of Kevin Bacon Leversee
6 degrees of anyone
• Every Social Network is six degrees or less.
• This important because it is how ideas and
fads spread *(Tipping Point)
• Metcalfs Law: The power of the Network
n2
• Everything is the Social Network
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20. Small Worlds:
The 6 Degrees of Kevin Bacon Leversee
6 degrees of anyone
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21. Small Worlds:
The 6 Degrees of Kevin Bacon Leversee
6 degrees of anyone
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22. Small Worlds:
The 6 Degrees of Kevin Bacon Leversee
6 degrees of anyone
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26. Folksonomy The Wisdom of Crowds
• Tagging Verus Forced Ontology
• They are smarter than you = Let the
Network Do it
• We are now Psychic = Watch and Learn
how people use and talk about you/your
industry/your competitors
• Harley Davidson = Enable the network to
modify/ remix you
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31. Longtail
• Social Media Longtail has considerable
value over time.
• One Blog Post a week is 52 organic search
pages a year.
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32. Who’s Abandoning
the News? (Shift in Media, OpenSource)
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33. Who’s Abandoning
the News? (Shift in Media, OpenSource)
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34. Who’s Abandoning
the News? (Shift in Media, OpenSource)
• In 2004 Carnagie Mellon University Predicted the Fall of the Media
• 24 out of the top 25 Newspapers are in trouble in a time when the
world has ‘MORE THAN DOUBLED IT’S MEDIA
CONSUMPTION’
• You must embrace new media channels, the power is in
the network not the control of the content
• Your in the distribution of your information business not
the medium (such as printing information on dead wood)
• Look at ‘Free Markets’ (Chris Anderson)
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37. Ecosystem
not castle warfare
• Web Sites are like a Castle...
• Once You Build a Castle You Must Then
Defend It and...(drive traffic)
• Hope The (Market) Does Not Go Around It
• Agility and Speed Versus Big HUGE Plans
• Focus on the Entire Ecosystem not just a
Web Site or social network
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43. Cloud Technologies
(Power In Many Not the Big Huge Few)
• Power in the Many
• CloudSourced (Storage, Computing Power,
Servers)
This Concept is A lot like...
• Open Source
• Crowdsourced information
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47. Free Revolution
(Why Free is so Important)
• The Iran Twitter Movement Showed
Governments around the world they have to
think twice about the power of voice and the
Social Web
• You Can Not Control The Conversation
• Free Tools and Technologies ENABLE
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49. Free Revolution
(Why Free is so Important)
• Free Business Models Make Money: Look at
Monty Python- Embraced Free on YouTube,
Giving Away High Quality Video increased sales
23,000%
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54. The Future is Now
(Think MicroTrends)
• If Facebook were a country it would be the Fourth
Largest
• 80% of Twitter (tweets) Come From a Mobile
Device
• Millions of Markets of Dozens
• Increase Spending on social media
• Gen Y outnumbers Baby Boomers
• Gen Y has $93 Billion in Spending Power
• 96% of Gen Y are on a social network
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56. The Future is Now
• Social Networking has replaced Porn as the #1
activity on the Web
• GenX and GenY are always-on, voice and video
conferencing in real time around the globe (are
you? is your business?)
• Participation in the digital age means more than
being able to access information; it also means the
ability to participate in social, cultural and business
activities online. (are you? is your business?)
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57. The Future is Now
Conversations are taking place already, you can participate
or choose to ignore them
Do not worry, its low cost, easy and market feedback
simply helps you get stronger
Do not be afraid to ask for help.
The Future is now take your organisation into the future.
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61. Resources
• Universal McCann Power to the people - Social Media Tracker Wave 3
• Cluetrain Manifesto (2000)
• Digital Youth Project John D. and Catherine T. MacArthur Foundation Reports on Digital Media and Learning | November 2008
• Push me Pull You Emerging Models to Mobilize Resources (John Hagel, John Seely Brown)
• The Only Sustainable Edge Why Business Strategy Depends on Productive Friction and Dynamic Specialization (John Hagel, John
Seely Brown)
• James Surowiecki’s (2004) “The Wisdom of Crowds,”
• Who’s Abandoning the News? 2004 Carnagie Mellon University
• Information Markets: Feasibility and Performance McKinsey & Company and the Oxford Internet Institute (David Bray, Karen
Croxson and William Dutton )
• Situated Cognition and the Culture of Learning John Seely Brown; Allan Collins; Paul Duguid
• Selling in a Flattened World (Robert Miller, 2006 Miller Heiman)
• The Long Tail and Free the Future of a Radical Price both by Chris Anderson
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