Next Generation Social Marketing
Photo: ocean.flynn http://www.flickr.com/photos/oceanflynn/315385916/
Social Media Jeopardy!
Her teenage angst about parents and boyfriend was watched by millions on YouTube until she was exposed as a hired actress
This word describing an online collaborative tool comes from the Hawaiian word meaning “quick”
You would be excited to be listed as one of someone’s top eight friends on this social networking site
This presidential candidate recently opened a virtual office in Second Life
The initials RSS stand for this tool used by blogs, news sites and people wanting to track their ego feed
The combination of these two ingredients started a trend on YouTube of videos showing the explosive results
“Astroturfing” and “sock puppetry” are two different methods of doing this online marketing no-no
The revelation about a forged document by this blog led to the downfall of Dan Rather
socialmedia.wikispaces.com/presentation
Web 1.0 is…
• • • • • Static Centrally managed Slow to change Unidirectional Tech-heavy
Photo: trixiebedlam http://www.flickr.com/photos/trixiepix/382991932/
Web 1.0
What is Web 2.0?
The People Formerly Known as the Audience
Photo: Arend Kuester http://www.flickr.com/photos/arendpictures/1165255854
Photo: Waxy Poetic http://www.flickr.com/photos/waxypoetic/274724321/
The Internet is Part of Our Lives
Pew Internet Survey - Dec. 2006
• U.S. adults - 70% use it • World - 17% use it • 91% of internet users use e-mail • 91% use search engines • 67% get news • 66% visit a government website • 39% read blogs
Photo: Kimi Iwasaki http://www.flickr.com/photos/quimix/149816828/
Most Adults are Online
2000-2006
100% 80% 60% 40% 20% 0% Age 18-29 Age 30-49 Age 50-64 Age 65+
31% 85%
80% 69%
Pew Internet Project Surveys, 2000-2006
93% of American teens are online
Photo: Bdegan http://www.flickr.com/photos/bdegan/70074551/
Health & Social Issues Online
• 79% of internet users look for health/medical information online • 58% go to a website that provides info/support for a specific medical condition or personal situation • 54% look online for news or information about politics • 30% look for religious/spiritual info • 18% make a donation to a charity online
Pew Internet Project Surveys
Photo:WujekDobraRada http://www.flickr.com/photos/wujek-dobra-rada/414458218/
Media Shift
Source: Blackfriars Marketing
http://www.blackfriarsinc.com/blog/2007/03/advertising-shift-away-from-tv-radio
The Death of the 30 Second Spot?
Photo: you are your atman http://www.flickr.com/photos/midlander/47670621/
Social Media Marketing
SOCIAL MEDIA TO THE RESCUE!
With apologies to XKCD http://xkcd.com/c208.html
What can you do with social media?
Communicate Connect Collaborate/ Co-Create Collect/Categorize Collective Wisdom Customization Conversation Community
All leading to the big C -- CHANGE!
Communicate
Blogs Podcasts Video Blogging Video Sharing Photo Sharing
Blogs
Podcasts
Video Blogging/Sharing
Photo Sharing
Connect
Social networks Mobile text messaging Instant messaging/Twitter Skype
Social Networks
Mobile Text Messaging
Smoking cessation Nutrition Fitness Medication reminders Disaster response Symptom checker Diabetes
Photo: de.ef.ha http://www.flickr.com/photos/deefha/40136221/
Collaborate/Co-Create
Wikis Consumer-Generated Media Open Source Software Creative Commons Mash-ups
CGM
Open Sourcing
Collect/Categorize
Tagging Social Bookmarking Search Engines
Tagging
Photo: Beth Kanter http://www.flickr.com/photos/cambodia4kidsorg/260004685/
Collective Wisdom
Ratings Sites Wikipedia Social News
Customization
RSS Widgets Virtual Worlds/Avatars
Widgets
Custom Avatars
CDC in Second Life
Conversation
Blog Comments/Responses Meme Trackers
Community
Created by all of the above Fostered by common interests Built through conversations
How can these tools lead to change?
Building awareness, spreading the word Providing social support and motivation Coordinating unified approach Involving those affected by the problem in creating the solution Helping people take action Customizing messages Humanizing the issue