Social Media Evolved
-
Upload
the-media-kitchen -
Category
Technology
-
view
1.156 -
download
0
Transcript of Social Media Evolved
![Page 1: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/1.jpg)
SOCIALMEDIA//EVOLVEDPresented by//The Media Kitchen
Tuesday, October 4, 2011
![Page 2: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/2.jpg)
2
SOCIALMEDIA//mediaforsocialinteraction,usinghighlyaccessibleandscalablepublishingtechniques.Socialmediauseweb‐basedtechnologiestotransformandbroadcastmediamonologuesintosocialmediadialogues.
EVOLVED//Developgradually,esp.fromasimpletoamorecomplexform
Tuesday, October 4, 2011
![Page 3: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/3.jpg)
3
ROCKET=CONTENT
FUEL=SOCIAL
Tuesday, October 4, 2011
![Page 4: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/4.jpg)
4
ROCKET=CONTENT
FUEL=SOCIAL
Tuesday, October 4, 2011
![Page 5: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/5.jpg)
5
SOCIALMEDIAISNOWPARTOFTHEWEB’SCURRENTDNA
//NETWORKING//CONTENTDISTRIBUTION
//CONVERSATIONS
Tuesday, October 4, 2011
![Page 6: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/6.jpg)
6
WHATISPROVIDESISULTIMATELY
INFLUENCE
Tuesday, October 4, 2011
![Page 7: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/7.jpg)
7
HOWDOBRANDSCREATEINFLUENCEINACOMPLEXSOCIALWORLD?
Tuesday, October 4, 2011
![Page 8: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/8.jpg)
8
THEAGENDA\\
GROWINGCOMPLEXITYSOCIALDATA
FUTUREOFSOCIALBRANDSWITHINSOCIAL
Tuesday, October 4, 2011
![Page 9: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/9.jpg)
9
GROWINGCOMPLEXITY\\
MOBILEPENETRATIONCONTENTEXPLOSION
GAMIFICATION
Tuesday, October 4, 2011
![Page 10: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/10.jpg)
10
THESMARTPHONE\\#1CULPRIT
Tuesday, October 4, 2011
![Page 11: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/11.jpg)
11
PENETRATIONEXPLOSION
Tuesday, October 4, 2011
![Page 12: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/12.jpg)
12
MOBILESOCIALEXPLOSION
"TheStateoftheU.S.MobileAdvertisingIndustryandWhatLiesAhead."showsacomparisonofthetop10categoriesofmobileactivityinMarch2010andMarch2011,andtheBIGGESTYEAR‐OVER‐YEARINCREASE‐‐bothintermsofactualusersandpercentagegrowth‐‐wasinmobilesocialnetworking.
ThenumberofpeopleaccessingsocialnetworksviamobiledevicesintheU.S.increasedfromjustover40millioninMarch2010toaround60MILLIONinMarch2011,forapercentageincreaseof45.7%.
Tuesday, October 4, 2011
![Page 13: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/13.jpg)
13
EVERYSMARTPHONEISA
ADIGITALCAMERA
AVIDEOCAMERA
AMEGAPHONE
ABROADCASTTOOL
Tuesday, October 4, 2011
![Page 14: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/14.jpg)
14
90‐100MILLIONCONTENTCREATORS
Tuesday, October 4, 2011
![Page 15: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/15.jpg)
15
Content channels
Tuesday, October 4, 2011
![Page 16: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/16.jpg)
16
GROWINGCOMPLEXITY\\
MOBILEPENETRATIONCONTENTEXPLOSION
GAMIFICATION
Tuesday, October 4, 2011
![Page 17: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/17.jpg)
17
TRADITIONALCONTENTCREATIONHASBEENDISRUPTED.
Tuesday, October 4, 2011
![Page 18: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/18.jpg)
18
SOCIALLYACCESSIBLE.SEMIPROFESSIONAL.
Tuesday, October 4, 2011
![Page 19: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/19.jpg)
19Tuesday, October 4, 2011
![Page 20: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/20.jpg)
20
Creators
Curators
Consumers
High productionExpensiveExtreme talentLengthy process
High volumeFreeModerate talentRapid process
Expert voicevertical orientedhigh influence
AutomatedCollective voiceSmall influenceTech Driven
Remain the same
Tuesday, October 4, 2011
![Page 21: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/21.jpg)
21
SOCIALCOMPLEXITY\\
MOBILEPENETRATIONCONTENTEXPLOSION
GAMIFICATION
Tuesday, October 4, 2011
![Page 22: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/22.jpg)
“INTHEFUTURE,EVERYBODYWILLBEWORLDFAMOUSFOR15MINUTES.”
22
Tuesday, October 4, 2011
![Page 23: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/23.jpg)
23
SOCIAL//GAMIFIED
Tuesday, October 4, 2011
![Page 24: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/24.jpg)
24
WITHITSOWNCURRENCY
LIKE
COMMENT
RE-TWEET
EMBED
SHARE
Tuesday, October 4, 2011
![Page 25: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/25.jpg)
25
...thelastdecade“wasaboutsocial–puttingourconnectionsonline”,andwe’renowatthepointwherethoseconnectionscanactuallydriveaction.Gamesarethekey.
Tuesday, October 4, 2011
![Page 26: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/26.jpg)
26
Making mundane things more exiting through self-created Games
Tuesday, October 4, 2011
![Page 27: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/27.jpg)
27
The ingredients are challenges + Goals/Feedback + Playspace
Tuesday, October 4, 2011
![Page 28: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/28.jpg)
28
GAMIFICATIONLEVERAGESEXISTINGSOCIALCONNECTIONSANDPUSHESUSERSTOTAKEASPECIFICACTION.
WHENABRANDDOESTHIS,THATSPECIFICACTIONISTYPICALLYTIEDTOPRODUCTUSAGE.
Tuesday, October 4, 2011
![Page 29: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/29.jpg)
29
perfect example - Nike Plus
Tuesday, October 4, 2011
![Page 30: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/30.jpg)
30
perfect example - Nike Plus
Tuesday, October 4, 2011
![Page 31: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/31.jpg)
31
NOWTHATWEKNOWWHATISCONTRIBUTINGTOTHECOMPLEXITY,
LETSBREAKITDOWNTOABASELEVEL
Tuesday, October 4, 2011
![Page 32: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/32.jpg)
32
THEDATAOFINFLUENCE\\
WHATISTHEDATATHELONGTAILOFINFLUENCE
COMPANIESLEVERAGINGDATA
Tuesday, October 4, 2011
![Page 33: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/33.jpg)
33
Each voice in the system equates to the overall “noise” surrounding something on the web
Tuesday, October 4, 2011
![Page 34: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/34.jpg)
34
THESYSTEMOFDATADOESVARY...
EACHVOICEHASDIFFERENTMEANINGANDCATEGORIZATION.
Tuesday, October 4, 2011
![Page 35: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/35.jpg)
35
LOUD(INFLUENCE)
SIMILAR(AGGREGATED)
CONNECTED(CONVERSATION)
EMERGING(TRENDING)
SENTIMENTBASED(REVIEWS/RATINGS)
Tuesday, October 4, 2011
![Page 36: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/36.jpg)
36
Every Voice = A level of Influence
Because it is data and not just noise (analog)
Tuesday, October 4, 2011
![Page 37: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/37.jpg)
37
Influence is in abundance now. A commodity because everyone can
contribute to the collective voice.
Tuesday, October 4, 2011
![Page 38: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/38.jpg)
38
the long tail of influence has emerged...
Tuesday, October 4, 2011
![Page 39: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/39.jpg)
39
The long tail has proven to be extremely powerful in driving collective influence.
And has disrupted the Single voice of influence.
Tuesday, October 4, 2011
![Page 40: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/40.jpg)
40
Long tail example. Twitter trending topics.
Tuesday, October 4, 2011
![Page 41: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/41.jpg)
41
Long tail example.Tumblr - Mass social distribution through reblogging from big and small forces.
Tuesday, October 4, 2011
![Page 42: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/42.jpg)
42
THEDATAOFINFLUENCE\\
WHATISTHEDATATHELONGTAILOFINFLUENCE
COMPANIESLEVERAGINGDATA
Tuesday, October 4, 2011
![Page 43: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/43.jpg)
43
Companies are now finding ways to leverage the data of influence for brands to...
buyleverage
infiltrateor
participate
Tuesday, October 4, 2011
![Page 44: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/44.jpg)
44
Delivering to the Influential Curators (loud voices)
Share this
Tuesday, October 4, 2011
![Page 45: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/45.jpg)
45
Gamifying social behaviors to create brand influence
Tuesday, October 4, 2011
![Page 46: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/46.jpg)
46
Infiltrating existing Mass Influence
Vumee
Tuesday, October 4, 2011
![Page 47: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/47.jpg)
47
Aggregating long tail influence
140 Proof
Tuesday, October 4, 2011
![Page 48: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/48.jpg)
48
Quantifying the investment into your social reach
Tuesday, October 4, 2011
![Page 49: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/49.jpg)
49
Engaging with long tail influence
Local Response
Tuesday, October 4, 2011
![Page 50: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/50.jpg)
50
THEFUTUREOFSOCIAL\\
SOCIALCONTENTTRAJECTORYFILTEREDBUBBLE
SOCIALNETWORKING
Tuesday, October 4, 2011
![Page 51: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/51.jpg)
51
what is pushing social forward?
Tuesday, October 4, 2011
![Page 52: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/52.jpg)
52
Social content trajectoryDirectory Search Social Personalized
Popular hits Seek, Browse, and Find
ShareReblog
Retweet
(Currency Gained here)
Filtered to Consume and
engage
Tuesday, October 4, 2011
![Page 53: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/53.jpg)
53
the filtered bubble
Tuesday, October 4, 2011
![Page 54: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/54.jpg)
54
Are WE forming the future through our actions?
Tuesday, October 4, 2011
![Page 55: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/55.jpg)
55
Are WE forming the future through our actions?
Tuesday, October 4, 2011
![Page 56: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/56.jpg)
56
It’s being set by developers
Tuesday, October 4, 2011
![Page 57: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/57.jpg)
57
Developers’ goal
Aggregated Content Filtered content Predictive content
Tuesday, October 4, 2011
![Page 58: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/58.jpg)
58
does sharing lose its relevance? if so, what happens?..how do brands connect with consumers...What happens to curators...does the web become feed driven...
Tuesday, October 4, 2011
![Page 59: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/59.jpg)
59
What about Social Networking?how do we connect in the future...
Tuesday, October 4, 2011
![Page 60: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/60.jpg)
60
The future of social Networking
Tuesday, October 4, 2011
![Page 61: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/61.jpg)
61
Facebook is setting this up...
Tuesday, October 4, 2011
![Page 62: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/62.jpg)
62
If networking captures your digital life story, there is more incentive to:
share more content.Browse backwards.Mine data for your evolution.Gain better targeting.
Tuesday, October 4, 2011
![Page 63: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/63.jpg)
63
BRAND’SSOCIALEVOLUTION\\
HUMANSVSBRANDSDISTRIBUTEDIDENTITYSOCIALNETWORKING
Tuesday, October 4, 2011
![Page 64: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/64.jpg)
64
brand evolution timeline
Static,Rigid
Dynamic,Flexible
Brand ManifestoBrand Voice
Brand Strategy
Facebook/TwitterDevelop a voice
Communicate and connect
Real time Creation of the brand story of the brand through its actions and words.
Tuesday, October 4, 2011
![Page 65: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/65.jpg)
65
Which is more interesting?
Forward looking. Unpredictable.
Past looking.Predefined.
Tuesday, October 4, 2011
![Page 66: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/66.jpg)
66
An inflection point will occur when...
BRAND HUMANPower/Reach Trust/Interest
Tuesday, October 4, 2011
![Page 67: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/67.jpg)
67
Is this a brand or person?
Tuesday, October 4, 2011
![Page 68: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/68.jpg)
68
Brands need to be more dynamic through constant character
development.
Tuesday, October 4, 2011
![Page 69: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/69.jpg)
69
The filtered bubble again.
How do brands break in?
Tuesday, October 4, 2011
![Page 70: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/70.jpg)
70
Distributed identity.
Tuesday, October 4, 2011
![Page 71: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/71.jpg)
71
Brands need to communicate with people socially in varying ways.
The messages must be dynamic.
Tuesday, October 4, 2011
![Page 72: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/72.jpg)
72
In the future, Brands can only enter the filtered Bubble of influence by:
•Using people to create content•Find ways to truly engage•Become Dynamic•Gamify the system•Test/Learn (Fail fast)
Tuesday, October 4, 2011
![Page 73: Social Media Evolved](https://reader034.fdocuments.us/reader034/viewer/2022052410/554ce684b4c905cc488b55ed/html5/thumbnails/73.jpg)
73
How can you connect?
Tuesday, October 4, 2011