Social Media (Presented to Hotbox)

8/8/2019 Social Media (Presented to Hotbox)

1/30

Sharing 2.0

Rondell T

14 January 2010


2/30

WHATS THE FIRST THINGYOU THINK OF?

Social Media


3/30

Blogs

Wikis

Photo-Sharing

Video-Sharing

RSSCSS

News Aggregators

Podcasts

Social Networking Sites

VirtualWorlds

LivecastingUsage Monitoring


4/30

skittles.com


5/30


6/30


7/30


8/30


9/30


10/30

But what is it really?

Social Media is a group of Internet-based

applications that build on the ideological

and technological foundations ofWeb 2.0,and that allow the creation and exchange of

user-generated content. (Kaplan and

Haenleina, 2009)


11/30

Again?

Internet-based applications

+

ideological and technological foundationsofWeb 2.0

=

creation and exchange of user-generated

content.


12/30

2 Perspectives on Social Media

Blanket term for social networking sites (with

specialized content sharing and monitoring

functions)

Current mode of digital technology both for

online and mobile


13/30

THE RISE OF SOCIAL MEDIAHIGHLIGHTS

THE LATENT POTENTIAL OF THE INTERNET

AS AN ENABLER OF SOCIAL CONNECTIONS

THAT ONLY BECAME POSSIBLE

WHEN CERTAIN FACTORS CLICKED INTO PLACE.

So what?


14/30

Also, because of this:


15/30

What had to happen

so that online media could be social?

Global Internet penetration and usage rates

had to reach a tipping point

Attitudes to the Internet had to evolve

The (mythical) transition into Web 2.0


16/30

Internet for the world

31 December2000

360,985,492 users

30 September2009

1,733,993,741 users

In 2009,

25.6% of the

worlds

population

were

Internet

users

In 2009,

25.6% of the

worlds

population

were

Internet

users

There was a

380%

growth in

Internet usefrom 2000 to

2009.

There was a

380%

growth in

Internet usefrom 2000 to

2009.

Source: Internet World Stats (2009)


17/30


18/30


19/30

Going Pro-Internet

The rise of Search and Display on the Internet


20/30

Going Pro-Internet

We are being watched, and thats A-OK.

Dataveillance

Participatory Surveillance

Alternate Identities


21/30

Going Pro-Internet

Go online and stay there!

Theres truth to the

Internet as a democraticmedium, as it caters toeveryones whims.

And at the very least,theres always a needfor email.


22/30

So-CalledWeb 2.0

Web 2.0 is a marketing term, a neat and tidy label, notgospel truth!

Tim OReilly coined it in 2004 but then admitted thatLive Software would have been a better term. (Sholz,2008)

The main difference between 1.0 and 2.0 is not thetechnology but the shift in attitudes and behaviourabout what should and can be shared by whom.


23/30

So-CalledWeb 2.0

The ideology ofDoing Something for Nothing!

Crowdsourcing = Free Labour

The Amateur Web

Everyones on it, but wheres the talent?

Beyond money and fame

Project Gutenberg


24/30

Fight!

Businesses are using themasses of Internet giftgivers as a global pool of

cutrate labor. (Carr, 2008)

The Social Web helps in thepursuit of individual self-interest. (Scholz, 2008)


25/30

CONSUMERS NOWHAVEMORE CONTROL AND THEY KNOW IT.

Again,

so what?


26/30

Push versus Pull

From awareness to advocacy

People want to share what works and what

doesnt.

Advocates cannot be pushed around they have

to be pulled in by what they want and need.

Thus, social beings need social media.

Ano daw?


27/30

WHEN YOU KNOWBETTER, YOU DO BETTER. OPRAHWINFREY

What now?


28/30

Interactive continues to grow despitestrong economic headwinds

Medium girded by its breadth ofoptions, from above-the-line to below-

the-line Consumers increasingly embracing

digital media in all forms

Share shift by marketers from offline toonline to tap into the variety, reach,targetability, and effectiveness ofinteractive media

Emerging platforms provide newopportunities for marketers to engageand learn from their customers

Now, in 2010

Marketing as Conversation. Listen, facilitate,

and create advocacy. Co-create experiences

with consumers.

Media: The New Creative. Marketing message

distributiontiming, context, and relevanceis

as important as creative execution.

Marketing + Math. Data quality, quantity, and

accessibility have brought math to marketing.

New digital tools, predictive models, and

behavioral targeting will turn insight into

foresight. Mind the Gap. Marketing spending in digital

media is far from commensurate with consumer

behavior shiftswhen will the divide between

traditional and nontraditional media end?

The Digitally Savvy Organization. Technology

without an aligned organization, the right

talent, and a progressive culture is inadequate.

Functional skills are rising to the level of brand

strategy.

The Network Effect. Partnerships and

collaboration among agencies, media

companies, and marketers will grow in number

and depth. New players will assume importantroles and continue to reshape the value chain.Source: IAB (2009, 2010)


29/30

Wait, theres more

Social media as Liquid Media

The web as Semantic Web

Consumers as Prosumers Listen to them, they know what theyre talking about

Sharing is viral good or bad. But bad reviews spread twice as fast.

Innovate the field is still wide open

Metrics Metrics Metrics

Augmented Reality

Holding Hands while Testing


30/30

References:

Kaplan, A. and Haenlein, M. (2009) Users of the world, unite! The challenges and opportunities of Social Media [online] Available

at: http://www.sciencedirect.com/science_ob=ArticleURL&_udi=B6W45-4XFF2S0-

1&_user=10&_rdoc=1&_fmt=&_orig=search&_sort=d&_docanchor=&view=c&_searchStrId=1165610385&_rerunOrigin=goo

gle&_acct=C000050221&_version=1&_urlVersion=0&_userid=10&md5=09da5c0d09975a3131888e1b2568f15d

Scholz, T. (2008) Market Ideology and the Myths ofWeb 2.0 [online] First Monday, Volume 13, Number 3 - 3 March 2008 Available

at: http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/viewArticle/2138/1945

Landry, E., Ude, C., and Vollmer, C. (2010) HD Marketing 2010: Sharpening the Conversation: The Team and Tools You Need to

Market in an Increasingly D

igitally SavvyW

orld [online]A

vailable at: www.iab.com

IAB (2009) Interactive Advertising Outlook 2009 [online] Available at www.iab.com

Social Media (Presented to Hotbox)

Documents

Transcript of Social Media (Presented to Hotbox)