Future of Social Media
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For an event in Melbourne, Australia hosted by MySpace
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Future of Social Media
- 1. To be interesting and useful
- 2. 1950 1989 2003 2010 2015 1901 MICRO MEDIA
- 3. Value was the product & service.
- 4. 1956 1989 ONE WAY MASS MEDIA 2003 2010 2015 1901 MICRO MEDIA
- 5. We talked up our brands
- 6. Unhappy customers told a friend or two…
- 7. So we talked some more…
- 8. They kinda liked us again
- 10. It worked…
- 11. … for years
- 12. Some businesses invested in product & service
- 14. Great brands were born
- 15. Because they were connected to their customers
- 16. 1950 1989 ONE WAY MASS MEDIA PEER TO PEER MEDIA 2003 2010 2015 1901 MICRO MEDIA
- 17. Things started to change
- 19. 1950 1989 ONE WAY MASS MEDIA PEER TO PEER MEDIA 2003 MASS SOCIAL MEDIA 2011 2015 1901 MICRO MEDIA
- 20. One important thing changed. The masses listened.
- 21. Belong to a social network 6.5M Used video to make a decision 6.5M Read a blog 6.8M Read a wiki 6.9M Uploaded a photo 7.2M Viewed a social profile 7.7M Read product reviews/discussions 9.8M Source: Nielsen Online Consumer Generated Media Report 2008-2009
- 22. % people trust completely or somewhat Source: The Nielsen Company, July 2009 70% Online opinions 90% Known people 70% Brand websites
- 23. Social joined the media pack
- 24. Mass. Controlled. Few. Fragmented. Voted. Referred.
- 25. Control of yesterday. Talk. Control of today. Listen.
- 26. Individuals are defining our value
- 27. 1950 1989 ONE WAY MASS MEDIA PEER TO PEER MEDIA 2003 MASS SOCIAL MEDIA 2010 SOCIAL CLUTTER 2015 1901 MICRO MEDIA
- 29. Some are making a splash
- 30. Others are going quietly ? ? ? ? ? ? ? ?
- 31. And the rules are changing.
- 32. Only 1440 minutes in a day. The relevant will stand out. The interesting & useful.
- 33. False Strategy Tweet Viral Advertise Blog UGC Competition
- 34. Real Strategy Be customer centric Be relevant Listen & respond Be useful Provide value!
- 35. Respond with… New products, more staff, different ads, service, packaging, price points. … whatever they want.
- 38. Everyone’s affected Customer service Marketing Product development Research PR & Corporate affairs
- 39. It’s not rocket science
- 40. The landscape has changed
- 41. Control of yesterday. Talk. Control of today. Listen.
- 43. Why is this the future?
- 44. How can you be Interesting Useful Relevant Valuable
- 45. Individuals define the value Social media is customer feedback It’s not rocket science It’s not about technology Every brand wants a piece of it It’s about to get cluttered Listen & respond It’s a new media landscape
- 46. Social media is customer feedback How interesting & useful are you?
- 47. Simon T Small Senior Planner, Visual Jazz @simontsmall [email_address] blog.visualjazz.com.au @thevisualjazz
Editor's Notes
- In the beginning….
- Location, function, price… Recommendation & WOM Had to make sure the product/service/offering great. Research, focus groups, acceptance testing
- Mass media came along…
- Tv, radio, print Emotion, stretched truths, etc Even if we had limited REAL value
- With the customer at the centre of everything we do. Product development - Market research, Design, Testing Improved communications Price points Locations
- Things started to change…
- Early Adopters Small niche groups, not massive reach Forums & Blog Origin of the internet Google first social media platform Site’s ranked by number of links Very low level reach Organisations weren’t worried
- MySpace triggered a change…
- Organisations started losing control of their message. Traditional media still works. We’d done it for years.
- Organisations started losing control of their message. Traditional media still works. We’d done it for years.
- Provide more real value. Listen more. Change. Talk when needed.
- Advertising starts to become less valuable But it’s still important
- Tv, radio, print Emotion, stretched truths, etc
- Companies without value wont survive. All the channels work But if you’re no relevant they’ll tell each other. No matter what you tell them.
- Organisations started losing control of their message. Traditional media still works. We’d done it for years.
- It’s sustainable. Genuine. Simple. Because so many brands still aren’t doing the basics. Technology will continue to outpace agencies & clients. Becoming more customer centric will outlive any smart Tweeting strategy.
- Growing at 500/day Started a few months ago 45,000 + fans No advertising No magic pill Just a cool brand