Presentation to CEO and communication team at BristolMyers-Squibb, Australia, in Sept 2007

1. Advanced communication strategies and tools
Lee Hopkins

2. Web2.0 What is ‘Social Media’?

3. Web2.0 What is ‘Social Media’?
Wikipedia:
the online technologies and practices that people
share opinions, insights,
use to
experiences, and perspectives with
each other

4. ! Social Media Ethos
Truth
Trust
Transparency
Accountability

6. ! Social Media Vs Trad Media

7. ! Social Media Vs Trad Media
interact

8. “!” Digital immigrant – digital native
“most important source of
news for all individuals
polled …less than 54 years
of age”
OPA, 2004

9. Web2.0 State of the Live Web
71 million blogs…
some of them
have to be good.
120,000 new
weblogs being
created each day.
New weblogs:
1.4 blogs/second.
New posts:
17 posts/second.

10. It started
Cluetrain Manifesto
here...
95 theses which
changed the
Internet as we
know it

11. Micro-
Facebook & Twitter
blogging

12. People power

13. People power

14. online What’s driving X&Y?
 New and
innovative:
X & Y = insatiable
desire for complex
technology

15. online What’s driving X&Y?
 Cool and socially desirable:
Louis Armstrong:
“if you have to
ask, you’ll never
know”

16. online What’s driving X&Y?
 Fun and entertainment:
“seen it, done it,
smelt the
bullshit”
keep it real
and fun

17. “!” Marcomms in the online world
Online, no
one likes
‘marketing’

18. “!” Marcomms in the online world
Who says you
can’t create a
Marcomms in the online world
viral campaign?
Twice?

19. online What’s driving us?
 Social connection:
MySpace
Facebook
Web2.0
3D virtuality

20. Prepare Yourself by Javier Puff

21. online 3D virtual worlds
Second Life:
4m residents / 15,000
Average age = 30-34
52 : 12

22. !@#! Conclusions
3T&A
• Truth, Trust, Transparency &
communication
Accountability
universe:
• 9/11
Black Swan
moments in • PC
history • Harry Potter

23. “ !?! ” For further help...
Lee Hopkins
LeeHopkins.com
LeeHopkins.net
0410 642 052
better communication > better result