Introduction to Social Media

ADRIAN TEO Founder & CEO PepperConn 26 April 2009 PepperConn Social Media Solutions www.pepperconn.com NorthWest PAP Branch New Media Training An Introduction to Social Media

Agenda Introduction Definition of New, Social Media and Web 2.0 Main social media platforms Key concepts Unique attributes and characteristics of Social Media Key attributes Key characteristics Using the right tools to meet business or social goals Application - Case studies The Obama electoral campaign

Social Media and Web 2.0 Definition of Social Media : “the latest generation of network-based applications and content that have brought about a revolution in participatory communications, building communities and creating and sharing information.” Definition of Web 2.0 : “has come to refer to a set of technological innovations that make it possible for applications to share information, for people to subscribe to news alerts and feeds, for adding video to web pages, and so on.” Joel Postman – SocialCorp : Social Media Goes Corporate

The Long Tail first coined by Chris Anderson in an October 2004 Wired magazine article to describe the niche strategy of businesses that sell a large number of unique items, each in relatively small quantities The graph is used to demonstrate ranking of popularity. To the right is the long tail, to the left are the few that dominate Challenges traditional distribution via Pareto principle (80:20 rule). In some long tail business, it’s the 98% rule! Sum of the long tail may be equal to or even exceed the sum of the head Examples : Amazon.com, Netflix, digital music downloads, television programming, content aggregation, book self-publishing 1. Democratize tools of production - more stuff, which lengths the tail 2. Democratize tools of distribution - more access to niches, which fattens the tail 3. Connect supply & demand – drives business from hits to niches

Agenda Introduction Definition of New, Social Media and Web 2.0 Main social platforms Key concepts Unique attributes and characteristics Key attributes Key characteristics Using the right tools to meet business or social goals Application - Case studies The Obama electoral campaign

Six Valuable Attributes of Social Media Reference :Joel Postman – SocialCorp : Social Media Goes Corporate Postman

Unique characteristics of New / Social Media Traditional Media New / Social Media 1. Content Privileged few content producers Anyone can be a PROSUMER. Technology & devices Digital formats Broadband and mobile internet access No boundaries – editorial, geographical, regulatory 2. Messaging ‘ Talk-to’ ‘Talk-with’ Personalization – is essential to achieving intimacy Diversity is catered for Real time information Multi-feeds, sources, aggregators Direct links to action 3. Distribution Broadcast Aggregation LONGTAIL distribution ‘ One to Many’ to ‘Many to Many’ Scale & Reach, Resonance & Legacy Business models that enables free usage 4. Culture Passive Audience Stakeholders Collective collaboration has real impact Democratization yet driven by an ego- culture, eg. alpha users, opinion / thought leaders Ease of finding like-minded individuals and setting up groups Engagement, empowerment, self-organization capability Anonymity and non-accountability fuels challenger mindset

Social Technographics of Users by Forrester Research

Tips on using Social Media effectively DOs Be clear on your objectives & target segment of audience/consumer Use the right tools/platforms, more importantly - programs to meet those goals Integrate into traditional means of communication Mitigate the risks and max the benefits Always provide a hook DON’Ts Don’t use an intern(s) to run the program Don’t launch and expect it to sustain on its own Don’t astrotuff Case Study : Pharmaceutical industry & Social Media feasibility

Agenda Introduction Definition of New, Social Media and Web 2.0 Main platforms Key concepts : Long Tail, PR 2.0, Social Marketing Unique attributes and characteristics Key attributes Key characteristics What do these all mean - using the right tools for the end-in-mind Application - Case studies The Obama electoral campaign

Social media and the US Elections (Summary)

The Obama Interactive Campaign Focuses on sharing the vision, not just the party or candidate Spirit of empowerment, advocating change for the better Social networking tools for supporters and communities Mass deployment of social media assets (incl. mobile) Transparency – clear stance on a diverse range of issues with support from racial, interest groups Barack TV – intimacy between voter and candidate

Obama’s and McCain’s Official websites Source: Compete.com More visitor traffic to Obama’s website compared to McCain’s

PERVASIVENESS - LEVERAGING SOCIAL MEDIA Obama on Facebook > 2.6 million supporters McCain on Facebook 623,144 supporters McCain’s YouTube Channel - 29K subscribers, 2.1 million views Obama’s YouTube Channel – 135K subscribers, 19.5 million channel views Obama on Twitter 134,121 followers McCain on Twitter 4,853 followers McCain’s proprietary social network Obama on Flickr

How Obama’s Internet Campaign Changed Politics (Source : New York Times, 7 Nov 08) Highlights Changed and optimized supporter platforms Leverage free new media platforms to optimize advertising spent - “The campaign’s official stuff they created for YouTube was watched for 14.5 million hours,” equals to $47 million in broadcast cost Peer referral is more effective than traditional broadcast – “videos were more effective than television ads because viewers chose to watch them or received them from a friend instead of having their television shows interrupted.” “ There will be a lot of collateral damage coming to grips with the fact that we’re in a reality TV series, ‘Politics 24/7.” This medium demands authenticity, and television for the most part demanded fake. Authenticity is something politicians haven’t been used to. It strengthens the connection with the constituents and their connection with the causes they care about. Continual engagement after elections - Obama started a Web site called MyWhiteHouse.gov to talk with citizens and Change.gov, on Thursday to keep in touch with people during the transition. “ When Congress refuses to go with his agenda, it’s not going to be just the president” they oppose… It will be the president and his huge virtual network of citizens. www.whitehouse.gov

Why Everyone’s A Winner Source : The Guardian (UK), 10 Nov ‘08 Highlights Obama's campaign team is everywhere online: YouTube, MySpace, Flickr, Twitter and Facebook, They mobilised supporters and organised communities, registering 1.5 million volunteers through myBarackObama.com and raising $600m from 3 million people. Obama's campaign also built a consensual database of 3m mobile numbers by promising that in return, supporters would get campaign news before the media. And so they did almost immediately with the announcement of Joe Biden as vice-presidential candidate. myBarackObama.com lets people build their own networks. The web is built on technology that is primarily for communication, and not publishing. That dynamic is the source of its power and, crucially, its intimacy. What social media represents - and what fed Obama's victory - is a direct engagement and communication between friends, contacts and families. When we share ideas, opinions and information they become part of that intimate, trusted network in our own small corner of the internet The web has helped to inspire and empower a generation that has rejected political apathy. Obama's team used technology to make issues personal and relevant by giving people ownership of the campaign. It wasn't a complicated strategy.

REACHING MORE PEOPLE – EMPOWERMENT OF THE GRASSROOTS New media technology allowed lower costs, higher convenience Ease of organising, participating and mobilising Empowering supporters to take action with a combination of online and offline tools Campaign activities for McCain supporters Multiple media available for download or embedding in websites Tools for Obama Supporters

Supporter tools to organize fund raising, support, events, community creation, communication with peers.

Website section targeted at GLBT community BlackPlanet – online social network targeting African American community FaithBase – online social network for Christians Eons – online social network for baby boomers

OBAMA AND THE YOUTH VOTE 11% more young voters (aged 18-29) compared to 2004 66% of young voters favour democratic candidate, up from 54% in the 2004 Highest share of youth vote by any candidate since 1976

Barack TV Created intimacy with constituent FDR – Fireplace chat via the radio Kennedy, Regan – Television Obama Barack – New media

Clear stance on a range of key Issues – pertinent to dealing with diversity and making choices that affects individual needs and interest

Post election application : Continual engagement in gathering support and buy-in from the people

New media and the US Elections (Summary)

“ Provide the opportunity for discussion, for debate, for disagreement and we hope for constructive new ideas to emerge .” Accountability Action oriented Openness to Alternative Views Constructive Feedback Participation Virtual Grassroots Communities Connection with Constituent Addressing the fear of Reprisals Netizens Govt

Framework © 2008 Nokia External facing platforms Intra-platforms Participation, content creation, engagement, peer communications Internet : Empowerment & self organization tools, neutral websites, syndicated websites, virtual grassroots, intranet sites, seeded blogs, etc Multimedia creation, editorial, publication, seeding, fuelling Participatory & engagement platforms Traditional Media : Print/publications, information channels, etc Mobile : Organization and mobilization tools. Information dissemination. Targeted Segments Channels Audience Content Platforms Key Messages

Further Queries email : adrian@pepperconn.com www.pepperconn.com PepperConn Social Media Solutions

Introduction to Social Media

More Related Content

What's hot

Similar to Introduction to Social Media

Recently uploaded

Introduction to Social Media