Next Generation SocialMarketing Photo: ocean.flynn SocialMedia Jeopardy! Herteenageangstabout parentsandboyfriend waswatchedbymillions onYouTubeuntilshe wasexposedasahired actress Thisworddescribingan onlinecollaborativetool comesfromthe Hawaiianwordmeaning quick Youwouldbeexcitedto belistedasoneof someonestopeight friendsonthissocial networkingsite Thispresidential candidaterecently openedavirtualoffice inSecondLife TheinitialsRSSstand forthistoolusedby blogs,newssitesand peoplewantingtotrack theiregofeed Thecombinationof thesetwoingredients startedatrendon YouTubeofvideos showingtheexplosive results Astroturfingandsock puppetryaretwo differentmethodsof doingthisonline marketingno-no Therevelationabouta forgeddocumentbythis blogledtothedownfall ofDanRather socialmedia.wikispaces.com/presentation Web1.0is Static Centrallymanaged Slowtochange Unidirectional Tech-heavy Photo:trixiebedlam Web1.0 ThePeople FormerlyKnown astheAudience Photo:ArendKuester Photo:WaxyPoetic TheInternetisPartofOurLives PewInternetSurvey-Dec.2006 U.S.adults-70%useit World-17%useit 91%ofinternetusers use 91%usesearch engines 67%getnews 66%visitagovernment website 39%readblogs Photo:KimiIwasaki MostAdultsareOnline % 85% 80% 60% 40% 20% 0% 80% Age18-29Age30-49Age50-64Age65+ 69% 31% PewInternetProjectSurveys, 93%of American teensare online Photo:Bdegan Health&SocialIssuesOnline 79%ofinternetuserslook forhealth/medical informationonline 58%gotoawebsitethat providesinfo/supportfora specificmedicalcondition orpersonalsituation 54%lookonlinefornewsor informationaboutpolitics 30%lookfor religious/spiritualinfo 18%makeadonationtoa charityonline PewInternetProjectSurveys Photo:WujekDobraRada MediaShift Source:BlackfriarsMarketing TheDeathofthe30 SecondSpot? Photo:youareyouratman SocialMediaMarketing SOCIALMEDIA TOTHERESCUE! WithapologiestoXKCDhttp://xkcd.com/c208.html Whatcanyoudowith socialmedia? CommunicateCollectiveWisdom ConnectCustomization Collaborate/Conversation Co-Create Collect/Categorize Community AllleadingtothebigC--CHANGE! Communicate Blogs Podcasts VideoBlogging VideoSharing PhotoSharing Blogs Podcasts VideoBlogging/Sharing PhotoSharing Connect Socialnetworks Mobiletextmessaging Instantmessaging/Twitter Skype SocialNetworks MobileTextMessaging Smoking cessation Nutrition Fitness Medication reminders Disasterresponse Symptomchecker Diabetes Photo:de.ef.ha Collaborate/Co-Create Wikis Consumer-GeneratedMedia OpenSourceSoftware CreativeCommons Mash-ups CGM OpenSourcing Collect/Categorize Tagging SocialBookmarking SearchEngines Tagging Photo:BethKanter5/ CollectiveWisdom RatingsSites Wikipedia SocialNews Customization RSS Widgets VirtualWorlds/Avatars Widgets CustomAvatars Conversation BlogComments/Responses MemeTrackers Community Createdbyalloftheabove Fosteredbycommoninterests Builtthroughconversations Howcanthesetools leadtochange? Buildingawareness,spreadingtheword Providingsocialsupportandmotivation Coordinatingunifiedapproach Involvingthoseaffectedbytheproblem increatingthesolution Helpingpeopletakeaction Customizingmessages Humanizingtheissue