WELCOMESocial media seminar

21 April

Menu for today

• A refresher on the basics• A little more depth on the principles• Practical steps (conversation, content,

community)– The infrastructure you need to build– How you then operate it

• The Social Media Revolution

The Social Media Revolution

(a refresher)

Social media is not

Social media is not about blogging, or wikis, or RSS or any of that sort

of stuff. It’s about how you use listening and coalescing the

conversations that are going on to inform everything you are doing...

...it powers the fundamentals of the business – it changes everything

People to the Plants

Plants to the People

Traditional media Social media

Its different

Your choice

Separation

Information Means of distribution

A brief history of information

A brief history of information

Welcome to the post-Gutenberg World

Mass information distribution costs nothing

Everyone has the tools

Content has been liberated

Answers to a problem which no longer exists

Marketing = the art of reduction

Advertising man

Web designer

A 30 second, one-to-many mass message

The King of MarketingBrand Proposition XVI

The end of the brand proposition and a return to

the world of storytelling

More on this later ...

What’s going on out there?

Not a world of information

It’s a world of connection and action

The challenge:Get the connected

crowd to support what you do, rather than replace what you do

Social media is not about blogging, or wikis, or RSS or any of that sort

of stuff. It’s about how you use listening and coalescing the

conversations that are going on to inform everything you are doing...

...it powers the fundamentals of the business – it changes everything

What to listen to and coalesce

CONVERSATION

CONTENT

COMMUNITY

We like what you do

We don’t like what you do

Who are you, what do you do

Here’s how to make it better

Practical stuff

Infrastructure Operations

Infrastructure

Tools Basic story

Conversation

A real time, desktop, monitoring tool that is tuned to the specific conversations you

need to know about

Content

How we used to do it

Content warehouse• Tells people what you are up to• Contains the answers to all the

questions a customer might have• Brings your story to life

Content hub: a digital launch pad

Examples

http://www.newsroom.firstdirect.com/ http://newsroom.electrolux.com// http://www.conversations.nokia.com/

What type of content?

Basic plot outline

Establishment content

Don’t forget to tag

Basic rules of community• Think very carefully before

you build your own• If you do – keep it small and

focused• Never rent space in someone

else’s community

Operations

Programming plan

People

Production

Programme plan

News

Opinion

Stories

Campaigns

People

• Monitors• Conversation agents• Storytellers

ProductionProduction