What is social media… and (more importantly) Where are we going?

Oregon Bar Association

05.20.10

Disclaimer – a rare treat

The information and opinions expressed today are my personal opinions and have not been reviewed by, are not endorsed by and do not represent the opinion or viewpoints of KLC or its affiliates.

I am your worst nightmare

Ask Jennifer Woodruff, KLC corporate counsel

I worked at Enron, yet I speak about ethics and social media around the country…

I am as experienced in business and social media as it gets… my digital footprint is long, and my business and public relations acumen is high

And I’m an extremely rare phenomenon

…Or am I?

Image: ® Walt Disney

Six years ago last winter I was in deep $#@!

Maslow’s Hierarchy was wrong

Social connection is more foundational to our well- being than food, water and shelter

Emotions are the primary shapers of our experience and trust

What we’ll cover today

A brief history of social mediaCommunity

• Conversations• Content• Collaboration

A peek into the future of social mediaControl

• Cookies• Clouds

But first! A word about “dark matter”

Image: Hubble Space Telescope data (NASA, Jan 7, 2007)

But first! A word about “dark matter”

The fact is… whatever has been posted on the Internet: •Can never be permanently deleted…

•And few employees know it!

Consider the Wayback Machine

Versions of the truth are out there

No matter how dead the deal is…

AND NOW… A BRIEF HISTORY OF SOCIAL MEDIA

Community…

A brief history of social media

Community…2004: Conversations

A brief history of social media

Community…2006: Content

A brief history of social media

Community…2008: Collaboration

A brief history of social media

2010: Control• Consumers: My world, my way• Marketers: Attraction, access, data• Organizations: Protection and (more

importantly) education

Social media is not about tools or technology…

Social media is about human interaction and social connections

Where people flock…

Technology becomessmarter, anticipatory

and even more socially embedded

AND NOW… A PEEK INTO THE FUTURE OF SOCIAL MEDIA

Control…

A peek into the future of social media

ControlCookies

Replacing balloons on the antenna…

Marketers are able to watch every move onsite…

And that’s crack cocaine to us marketers…

Meanwhile, consumers are prolific producers…

And freely share content about businesses…

And sharing is drop dead easy…

1M strong today, but huge upside…

Finally cracking the local advertising code?

Meanwhile, the future for Foursquare looks bright

But the dark side of proliferation exists

But the painful side of proliferation exists

And proliferate it does: even search is social

Hey! Are you listening?

A peek into the future of social media

ControlClouds

Key questions: who owns consumers’ data?

Who owns critical business data?

Prepare all employees

Your employee handbook needs updating:

● Covers social media – with the perspective that employees are “doing it” anyway

● Employees have explicit responsibilities as Brand Ambassadors, during and after business hours – witness the Facebook (and Google) exposure

More importantly, your employees need to be educated and trained in proper etiquette

Prepare your IT departmentWhat happens when an employee leaves?

● Do you have your employees’ logins and passwords to your business systems? Are you sure? Even in cloud apps?

● Do you have your vendor relationships clearly defined?

● What are your business rules around password data?

● What is your crisis communication plan? (For weekends / emergencies)

Five things that’ll kick your brand’s a$$

(remember the disclaimer I started with)

● PDA – especially location – -based social apps• You have no control here, so listen, listen, listen

● Marketing’s crack-based innocence• Collaborate before you criticize• Educate before you do anything

● Not having a listening system in place● Cloud-based apps and their passwords

• Google, Bing, Yahoo, Facebook, Twitter, Flickr…

● Restrictive policies that piss off employees• Especially when they leave

social media happens

Janet JohnsonTwitter: @janetleejohnson

503.807.8964