1

Who are you, where are you & why should you start?

October 31st 2007

Ged Carroll

This

• The art of conversation

• What is social networking

• What is UGC• Disruptive rends

• What are social media users saying about your brand

• Who are the social media networkers

Sun Tzu & the art of conversation

• Whilst media changes, strategic thinking is timeless– Understanding

• Understanding the benefits and limitations of different media channels ‘the environment’

• Understanding your audience motivation ‘your opponent’

• Understand how many of that you are trying to reach and where to reach them

– Use resources wisely • It can be an exhaustive process

– Work smarter– Co-opt others to do the campaign on your behalf

What is social networking?

• A social network is a social structure made of nodes (which are generally individuals or organisations) that are tied by one or more specific types of interdependency, such as values, visions, idea, financial exchange, friends, kinship, dislike, conflict, trade, web links, sexual relations or airline routes.

• Trust or relationship based

• Provide a collection of various ways for users to interact, such as Q&A, messaging, email, video, voice chat, photos, file sharing, bookmarks, blogging, discussion groups etc.

What is UGC?

• User generated content (UGC), also known as consumer generated media (CGM) or user created content (UCC), refers to various kinds of media content, publicly available, that are produced by end-users

• Definition is often narrowed further to include only work that is published, requires a creative effort and is outside the creator’s ‘professional routines & practices’

• Differentiation between UGC and prosumer generated content or micro media

• Not a new concept – Rodney King, Zapruder footage, The Anarchist Cookbook, The Whole Earth Catalog

• 2005 – media big bang. BBC sets up user-generated content team. Receives 5,000+ photos from Buncefield terminal fire

UGC Continued

BBCMegastar

Loaded

Financial Times

Economist

Guardian

Bloggers - Social Networking User Groups - Forums - Wikis - Photos Consumer-

Generated Content

Vogue

Daily Telegraph

Disruptive Trends

15%

14%

71%

Social Forces of Change

Positive

Neutral

Negative

IPSOS MORI Base: All articles concerning

youth, August 2- August 8, 2004 (603)

Relentless negative media coverageof teenagers

Privacy: from caller IDto reality TV

Dating: bars to websites

Local tight networks to global loose networks

Digital Natives and Digital Immigrants Currency of kudos

© Waggener Edstrom Worldwide

Changing Media Landscape Timeline

© Waggener Edstrom Worldwide

Media Disruption

What is being said about you?

• Google• SERP• PageRank

• Google alerts:• Ongoing monitoring

• Technorati:• RSS-fed buzz with authority meter

• Yahoo! Site Explorer:• Inbound links

• Yahoo! Pipes• Aggregate and translate content

Finding Online Influencers

• Ask peers, colleagues and particularly sales staff

• Look at influencers cited in the mainstream media

• Look at backlinks into existing web properties and competitor sites

• Technorati, Ice Rocket• Google blog search• Look at their authority• ‘Found’ influencers’ blogrolls• A number of companies will provide their own

methodology of finding the online influencers

Searching the Long Tail

Google, Live.com, Yahoo! and Ask algorithmic search

Social Search

Bookmarking Services

Q&A services

Trusted web

Local searchMaps

Yellow PagesMobile searchComparison

shopping

Mainstream Esoteric

Vertical search(Google Scholar, Krugle, Scirus etc)

Recommendations(Last.fm, Yahoo! Music)

Who are the social media networkers?

• Wrong question

• 100s of social networking services– International, local

• LinkedIn – global English speaking business professionals• Grono – Poles and Polish ex-pats• Cyworld – Koreans, predominantly young

– Tribes and sub-cultures

– Professions• Sermo - doctors

– Facebook is just for kids?• 40 per cent of Facebook users are over 25 (New York Times)

– Fluid, trend driven• Friendster: from west coast hipsters to the Filipino diaspora• Orkut: Google staff and friends to being big in big in Brazil

Bibliography / Useful Links

• The Cluetrain Manifesto• Collected papers and essays by danah boyd• Notre Dame University: Fifteen-minutes of fame: The Dynamics of

Information Access on The Web (May 13, 2005) by Z. Dezso, E Almaas, A Lukacs, B Racz, I Szakadat and A Barabasi

• OECD whitepaper on user-generated content• Digital Natives Programme by Berkman Center for Internet & Society

at Harvard Law School