Public social media

IT’S NOT WHAT YOU SAY THAT MATTERS, IT’S WHAT YOU DO.

©2009 Paul Isakson Paul Isakson - paulisakson.com

http://www.paulisakson.com/


The World’s BestSocial Media MarketingPresentation* by Paul IsaksonHead of Strategyspace150paulisakson.com

©2009 Paul Isakson*A tribute to Paul Arden

What we’ll cover:Why social media mattersMarketing and social mediaConnecting with peopleIf you can’t do any of this...

©2009 Paul Isakson

Why does social media matter?

©2009 Paul Isakson

Source: http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/

2/3Global Internet Population Visit Social Networks

Flickr // Spencer E Holtaway

©2009 Paul Isakson

http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/


http://www.flickr.com/photos/spencereholtaway/3376955055/in/photostream/


Source: http://blogs.forrester.com/groundswell/2009/08/social-technology-growth-marches-on-in-2009-led-by-social-network-sites.html#

4/5U.S. Online Adults Participate In Social Media

Flickr // davefishernc

©2009 Paul Isakson

http://blogs.forrester.com/groundswell/2009/08/social-technology-growth-marches-on-in-2009-led-by-social-network-sites.html#

http://blogs.forrester.com/groundswell/2009/08/social-technology-growth-marches-on-in-2009-led-by-social-network-sites.html#

http://www.flickr.com/photos/68684962@N00/3413070834/


Flickr // NathanFromDeVryEET

The total time spent globally on social networks is growing at nearly 1.5X faster than the Internet average – growing 18% between December 2007 and December 2008.

Source: http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/

©2009 Paul Isakson





All of this is creating a growing number of

conversations...

©2009 Paul Isakson

both in social media and in people’s real world lives.

©2009 Paul Isakson

Often, these conversations are of minimal importance

to marketing or your brand.

©2009 Paul Isakson

But sometimes, they are about, or are related to,

your brand.

©2009 Paul Isakson

Why does that matter?

©2009 Paul Isakson

"Your brand is no stronger than your reputation — and will increasingly depend on what comes up when you are Googled."

Allan JenkinsGlobal Communications Consultant

©2009 Paul Isakson

Source: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110641 ©2009 Paul Isakson

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110641




©2009 Paul Isakson

PEOPLE’S BEHAVIORS ARE CHANGING

“A revolution doesn't happen when a society adopts new tools. It happens when society adopts new behaviours...”

Clay ShirkyAuthor, Consultant, Professor at NYUUs Now (Film)

Flickr // Rain Rabbit©2009 Paul Isakson



“A revolution doesn't happen when a society adopts new tools. It happens when society adopts new behaviours...”

Clay ShirkyAuthor, Consultant, Professor at NYUUs Now (Film)

Flickr // Rain Rabbit

A REVOLUTION IS IN PROCESS

©2009 Paul Isakson

IT’S TIME FOR MARKETERS TO ADOPT NEW BEHAVIORS

Flickr // Andrew Huff©2009 Paul Isakson



THE FUTURE OF MARKETING IS NOT ABOUT DOING AND

SAYING THINGS TO PEOPLE

Flickr // Arnisto.com©2009 Paul Isakson



THE FUTURE OF MARKETING IS ABOUT DOING THINGS WITH AND FOR PEOPLE




Marketing and social media

©2009 Paul Isakson

“People don’t want marketing

messages in social networks or when they are having a dinner party.”

Jason CalacanisCEOMahalo.com / Internet Entrepreneur

Flickr // ElectricSheep©2009 Paul Isakson



“People don’t want marketing

messages in social networks or when they are having a dinner party.”

Jason CalacanisCEOMahalo.com / Internet Entrepreneur

DON’T MARKET TO PEOPLE

©2009 Paul Isakson

Facebook

Flickr

Blogs Twitter

MySpaceLast.fm

LinkedIn

YouTube

Digg

FriendFeed Delicious

Wikipedia

PlaxoPandora Seesmic Vimeo

Marketing in social media

is often narrowly viewed

and talked about as the

tools people use within it.

©2009 Paul Isakson

“(When it comes to social media) companies focus on the features, tools and technologies, yet fail to understand the behaviors of their own customers online. As a result, they miss the mark.”

Jeremiah OwyangSenior Industry AnalystForrester Research

Flickr // shinyai©2009 Paul Isakson



”Companies approach social media in two different ways.

The first way, the companies focus on the features, tools and technologies, yet fail to understand the behaviors of their own customers online. As a result, they miss the mark.

The second type of company scans the seascape, and understands the fish they’re trying to reach. As a result, they are more successful in connecting with customers… and catch the big fish... Fish where the fish are.”

Jeremiah OwyangSenior Industry AnalystForrester Research

Flickr // shinyai

DON’T FOCUS ON THE TOOLS

©2009 Paul Isakson

The power of social media is found in the results of people using these tools – the creation of self-organized communities of likeminded people – making it a valuable way for businesses to inspire, inform, understand and connect with the people who buy their products and services.

Flickr // daveandsima©2009 Paul Isakson



What are people organizing around?

©2009 Paul Isakson

SharedBeliefs

SharedInterests

SharedValues




How do we connect with people?

©2009 Paul Isakson

Technographics

©2009 Paul Isakson

This isn’t what matters.

©2009 Paul Isakson

Technographics

This is.

©2009 Paul Isakson

©2009 Paul Isakson

PEOPLE’S BEHAVIORS ARE CHANGING

What people are doing?

©2009 Paul Isakson

The

Main Behaviors in Social Media

5 Connecting

CollaboratingCreating

Sharing Consuming




The


5 Connecting


Sharing Consuming

©2009 Paul Isakson

People are connecting with friends, family, acquaintances and others who share their interests, values, and/or beliefs.

Flickr // alexkess

Connecting

©2009 Paul Isakson

http://www.flickr.com/photos/akc77/3370167184/in/photostream/




Thought Starters:

What values, beliefs and interests do you share with the people who buy your products and/or services?

Where are those people already spending time that you could connect with them through those things?

How can you connect people to other people and things that will help them accomplish their goals?

Connecting

Flickr // chrisjohnbeckett©2009 Paul Isakson





The


5 Connecting


Sharing Consuming

©2009 Paul Isakson

People are collaborating with others who share their values, interests, and/or beliefs to accomplish a shared goal, vision or project.

Collaborating

Flickr // The Moonstone Archive©2009 Paul Isakson





Collaborating

Thought Starters:

How can you collaborate with people in a meaningful way?

How can you help people collaborate with each other more easily?

Flickr // McGarry©2009 Paul Isakson





The


5 Connecting


Sharing Consuming

©2009 Paul Isakson

Consuming

People are consuming content to learn, be entertained, seek validation, feel more connected, etc.

Consuming:Watching, Reading, Listening, Skimming, Collecting, etc.

Flickr // _alef_©2009 Paul Isakson





Consuming

Thought Starters:

What can you teach people that will help them achieve their goals?

What can you learn from people that will help you be a better marketer or help you make better products?

How can you reward people for consuming and sharing your content?

Flickr // GlowPlug©2009 Paul Isakson





People are creating content of various kinds to express themselves, share their thoughts with others, share a creative talent or passion, and, in some cases, to build their “personal brand.”

Content: Photos, Videos, Blog Posts, Tweets, Comments, etc.

Creating

Flickr // Thomas Hawk©2009 Paul Isakson





Thought Starters:

What can you create that people will benefit from?

What can you give to people that will help them create more interesting content to spread?

Creating

Flickr // Iguana Jo©2009 Paul Isakson





SharingPeople are sharing things they find interesting or important with friends, family and followers.

Flickr // Dieter Drescher©2009 Paul Isakson





Sharing

Thought Starters:

What can you share that will make the community better?

How can you help others share things more easily?

Flickr // Iguana Jo©2009 Paul Isakson





Flickr // paulisakson©2009 Paul Isakson

http://www.flickr.com/photos/paulisakson/3637660704/

http://www.flickr.com/photos/paulisakson/3637660704/

THE BEST WAY TO GET PEOPLE TO DO STUFF WITH YOU, IS TO FIRST JOIN THEM IN WHAT THEY ARE ALREADY DOING.




Listen for rich insights related to your brand about what people really

want and need.

Flickr // EssG©2009 Paul Isakson



IT’S NOT WHAT YOU SAY THAT MATTERS, IT’S WHAT YOU DO.




Paul IsaksonHead of Strategyspace150

blog / paulisakson.comtwitter / @paulisaksonemail / [email protected]

©2009 Paul Isakson

mailto:[email protected]

mailto:[email protected]

Public social media

Business

Transcript of Public social media