Open Road Social media
-
Upload
raak -
Category
News & Politics
-
view
783 -
download
3
description
Transcript of Open Road Social media
![Page 1: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/1.jpg)
Social media a quick overview
![Page 2: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/2.jpg)
The Trafigura incident“The Guardian has been prevented from reporting parliamentary proceedings on legal grounds which appear to call into question privileges guaranteeing free speech established under the 1688 Bill of Rights.Today’s published Commons order papers contain a question to be answered by a minister later this week. The Guardian is prevented from identifying the MP who has asked the question, what the question is, which minister might answer it, or where the question is to be found.”
(The Streisand effect)
![Page 3: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/3.jpg)
Print circulation is down 30% from 1956 to 2006
![Page 4: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/4.jpg)
TV viewing also under pressure
![Page 5: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/5.jpg)
New channels
![Page 6: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/6.jpg)
New channels
![Page 7: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/7.jpg)
![Page 8: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/8.jpg)
Advertising is moving from off to onlineAdvertising is moving from off to online
![Page 9: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/9.jpg)
AND thereAND there’’s even trouble online in brand advertisings even trouble online in brand advertising
Brand advertising isrelatively small online,and there is no indicationyet that it will manage toclose the gap with onlinedirect response.
Unlike offline, paid forsearch and classifieds(both form of directresponse) dominatesonline.
Online revenue UK Q1 & Q2 percentages
58%20%
22%
Paid for search
Internet display(Brand)Classifieds
![Page 10: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/10.jpg)
Social Media Social Media is on the marchis on the march
“But by using interactive Web 2.0 tools, Mr.Obama’s campaign changed the waypoliticians organize supporters, advertise tovoters, defend against attacks andcommunicate with constituents.”
![Page 11: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/11.jpg)
Definition of Social Media
![Page 12: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/12.jpg)
Definition of Social Media
Is it HYPE ?
![Page 13: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/13.jpg)
Definition of Social Media
Is it HYPE
technologyIs it
?
?
![Page 14: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/14.jpg)
“Facebook more popular
than porn” Oct 2007
It’s not HYPE
![Page 15: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/15.jpg)
“We greet the inhabitants of Budapest. We greet them in an unusual way from which telephone broadcasting all over the world will start its victorious journey.”
- first broadcast from Tivadar Puskás of Telefon Hírmondó
Is it new TECHNOLOGY?
![Page 16: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/16.jpg)
“We greet the inhabitants of Budapest. We greet them in an unusual way from which telephone broadcasting all over the world will start its victorious journey.”
- first broadcast from Tivadar Puskás of Telefon Hírmondó
Is it new TECHNOLOGY?
‣One-way & two-way media have always co-existed
![Page 17: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/17.jpg)
“We greet the inhabitants of Budapest. We greet them in an unusual way from which telephone broadcasting all over the world will start its victorious journey.”
- first broadcast from Tivadar Puskás of Telefon Hírmondó
Is it new TECHNOLOGY?
‣One-way & two-way media have always co-existed
‣What about the so-called killer apps of Web 1.0?
![Page 18: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/18.jpg)
JerryYang’s
guide to the
World Wide Web
![Page 19: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/19.jpg)
Source: Jacob Nielsen - useit.com
Jerry’s guide - April 1994 (1000 websites)
April 1996 Page & Brin starts working on the Google search engine (100,000 websites)
Google launches (9 million sites)
The exponential growth of the WWW
![Page 20: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/20.jpg)
What was different?
‣ Traditional scarcity => Spectacular growthof media ‘outlets’
![Page 21: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/21.jpg)
What was different?
‣ Traditional scarcity => Spectacular growthof media ‘outlets’
‣ Professionalism => Amateur
![Page 22: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/22.jpg)
The Magna Carta of the web
PR(U) = (1-d) + d * sumV(PR(V)/N(V))
How is search social?
![Page 23: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/23.jpg)
How is search social?
‘PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page’s value.
In essence, Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at more than the sheer volume of votes, or links a page receives; it also analyzes the page that casts the vote. Votes cast by pages that are themselves “important” weigh more heavily and help to make other pages “Important”.’
![Page 24: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/24.jpg)
Tom Anderson founder of MySpace
“Andy Warhol said everybody is famous for 15 minutes. Social Networking changed that to everyone is famous for 15 people. If you have a million friends, you’re broadcasting. You’re an entertainer”
Social Media is participation
![Page 25: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/25.jpg)
Social Media is participation
No longer a one-way hierarchy...
![Page 26: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/26.jpg)
Social Media is participation
...but an interactive process.
![Page 27: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/27.jpg)
Ordinary human needs have found a home in social media.
‣Altruism
‣Socialising
‣Self-actualisation
‣Networking
Social Media is participation
![Page 28: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/28.jpg)
Implications
Jeff Jarvis talks of things organisations should consider
‣ New relationships
- Give the peoplecontrol: we will use it
- Your customer is your partner or advertiser
- Your product is your advertising (The rise of content)
![Page 29: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/29.jpg)
Implications
‣ New architecture
- Do what you do best and link to the rest
- Join a network or be a platform
- Think distributed
![Page 30: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/30.jpg)
‣ New publicness
- If you’re not searchable, you won’t be found
- Everybody needs a little SEO
- Journalism & objectivity? (Washington
Implications
![Page 31: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/31.jpg)
‣ New society
- “Elegant organization”, Mark Zuckerberg, founder of Facebook
Implications
![Page 32: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/32.jpg)
‣ New economy
- Manage abundance, not scarcity (In media)
- Join the open-source, gift economy
- The mass market is dead - long live themass of niches
Implications
![Page 33: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/33.jpg)
Implications
‣ New attitude
- “There is an inverse relationship between control and trust”, David Weinberger
- The art of listening
![Page 34: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/34.jpg)
- Make mistakes well
- Be transparent
- Be honest & authentic
- Collaborate
Implications
‣ New ethic
![Page 35: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/35.jpg)
Implications
‣ Content
UK Media Guardian editorial September 2008
“Is nothing sacred?
Even the term "advertising" might soon be defunct. Agencies operating in the digital world prefer the word "content", suggesting all sorts of lovely free entertainment and added value rather than shameless selling.
The old, interruptive model of advertising is changing in favour of a highly-targeted approach where consumers almost welcome the messages rather than get beaten into submission.”
![Page 36: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/36.jpg)
How organisations can use Social Media
![Page 37: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/37.jpg)
How organisations can use Social Media
‣ ListeningTo learn more about what people think of your organization
![Page 38: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/38.jpg)
How organisations can use Social Media
‣ ListeningTo learn more about what people think of your organization
‣ TalkingTo partake in the conversation
![Page 39: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/39.jpg)
How organisations can use Social Media
‣ ListeningTo learn more about what people think of your organization
‣ TalkingTo partake in the conversation
‣ EmbracingIntegrate your members in the way your business works
![Page 40: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/40.jpg)
How organisations can use Social Media
‣ ListeningTo learn more about what people think of your organization
‣ TalkingTo partake in the conversation
‣ EmbracingIntegrate your members in the way your business works
‣ EnergizingLet members evangelize to others about you
![Page 41: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/41.jpg)
How organisations can use Social Media
‣ ListeningTo learn more about what people think of your organization
‣ TalkingTo partake in the conversation
‣ EmbracingIntegrate your members in the way your business works
‣ EnergizingLet members evangelize to others about you
‣ HelpingLet customers help each other
![Page 42: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/42.jpg)
Your demographicprofile
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Publish a blogPublish your own Web pagesUpload video you created
Post ratings/reviews of products/servicesComment on someone else’s blog
Use RSS feedsAdd “tags” to Web pages or photos
Maintain profile on a social networking
Read blogsWatch video from other usersListen to podcasts
None of the above
Social Technographics ™ Ladder by Forrester
How organisations can use Social Media
![Page 43: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/43.jpg)
Your communications problem
Blogs Social Network Viral video Micro blogging Communities
Complexity
Awareness
Word of Mouth
Accessibility
Best
Also good Best Also good
Also good Best Also good
Best
How organisations can use Social Media
![Page 44: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/44.jpg)
Blogs
Companies with a complexity problem stand to benefit from using blogs.
How organisations can use Social Media
![Page 45: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/45.jpg)
Video
“Viral videos are best for punching through the noise – the awareness problem.”- Li and Bernoff (Forrester)
How organisations can use Social Media
![Page 46: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/46.jpg)
“If you want to be hot and have people talking about how hot you are then Facebook and
MySpace are for you.”- Li and Bernoff (Forrester)
Social Networks
How organisations can use Social Media
![Page 47: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/47.jpg)
‣ An option for those who have difficulty get their messages to their customers
‣ Need strong identities
Communities
How organisations can use Social Media
![Page 48: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/48.jpg)
Micro Blogging & Status updates
‣ Good for listening
‣ Networking and building relationships
‣ Announcing things & self promotion
‣ Customer relations
How organisations can use Social Media
![Page 50: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/50.jpg)
‣ MTV was tasked by the European Union (EU) to increase awareness about the upcoming EU elections amongst young people. And energise them to take part.
‣ EU wanted to build a bespoke social network where young people could interact around a common European-ness.
Case study: canEUhearme
![Page 51: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/51.jpg)
Case study: canEUhearme
![Page 52: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/52.jpg)
Case study: canEUhearme
‣ Facebook Connect
on Shout Box
![Page 53: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/53.jpg)
Case study: canEUhearme
‣ Shout archive
![Page 54: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/54.jpg)
Case study: canEUhearme
‣ Facebook Connect
on Polls
![Page 55: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/55.jpg)
Case study: canEUhearme
‣ TwitterIntegration
![Page 56: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/56.jpg)
Case study: canEUhearme
‣ TwitterIntegration
![Page 57: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/57.jpg)
Case study: canEUhearme
‣ PictureCompetition
![Page 58: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/58.jpg)
Case study: canEUhearme
‣ Comments
![Page 59: Open Road Social media](https://reader035.fdocuments.us/reader035/viewer/2022062701/5538f270550346b04c8b489e/html5/thumbnails/59.jpg)
How organisations can use Social Media
‣ ListeningTo learn more about what people think of your organization
‣ TalkingTo partake in the conversation
‣ EmbracingIntegrate your members in the way your business works.
‣ EnergizingLet members evangelize to others about you
‣ HelpingLet customers help each other