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Its Not What You Say 9 09 2009
1.
IT’S NOT WHAT
YOU SAY THAT MATTERS, IT’S WHAT YOU DO. ©2009 Paul Isakson Paul Isakson - paulisakson.com
2.
The World’s Best
Social Media Marketing Presentation* by Paul Isakson Head of Strategy space150 paulisakson.com *A tribute to Paul Arden ©2009 Paul Isakson
3.
What we’ll cover:
Why social media matters Marketing and social media Connecting with people If you can’t do any of this... ©2009 Paul Isakson
4.
Why does social
media matter? ©2009 Paul Isakson
5.
2/3 ©2009 Paul Isakson
Global Internet Population Visit Social Networks Source: http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/ Flickr // Spencer E Holtaway
6.
4/5 ©2009 Paul Isakson
U.S. Online Adults Participate In Social Media Source: http://blogs.forrester.com/groundswell/2009/08/social-technology-growth-marches-on-in-2009-led-by-social-network-sites.html# Flickr // davefishernc
7.
©2009 Paul Isakson
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/ Flickr // NathanFromDeVryEET
8.
All of this
is creating a growing number of conversations... ©2009 Paul Isakson
9.
both in social
media and in people’s real world lives. ©2009 Paul Isakson
10.
Often, these
conversations are of minimal importance to marketing or your brand. ©2009 Paul Isakson
11.
But sometimes, they
are about, or are related to, your brand. ©2009 Paul Isakson
12.
Why does that
matter? ©2009 Paul Isakson
13.
"Your brand is
no stronger than your reputation — and will increasingly depend on what comes up when you are Googled." Allan Jenkins Global Communications Consultant ©2009 Paul Isakson
14.
Source: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110641
©2009 Paul Isakson
15.
PEOPLE’S BEHAVIORS
ARE CHANGING ©2009 Paul Isakson
16.
“A revolution doesn't
happen when a society adopts new tools. It happens when society adopts new behaviours...” Clay Shirky Author, Consultant, Professor at NYU Us Now (Film) ©2009 Paul Isakson Flickr // Rain Rabbit
17.
“A revolution doesn't
A REVOLUTION happen when a society adopts new tools. It happens when society IS IN PROCESS adopts new behaviours...” Clay Shirky Author, Consultant, Professor at NYU Us Now (Film) ©2009 Paul Isakson Flickr // Rain Rabbit
18.
IT’S TIME FOR
MARKETERS TO ADOPT NEW BEHAVIORS ©2009 Paul Isakson Flickr // Andrew Huff
19.
THE FUTURE OF
MARKETING IS NOT ABOUT DOING AND SAYING THINGS TO PEOPLE ©2009 Paul Isakson Flickr // Arnisto.com
20.
THE FUTURE OF
MARKETING IS ABOUT DOING THINGS WITH AND FOR PEOPLE ©2009 Paul Isakson Paul Isakson - paulisakson.com
21.
Marketing and social
media ©2009 Paul Isakson
22.
“People don’t want
marketing messages in social networks or when they are having a dinner party.” Jason Calacanis CEO Mahalo.com / Internet Entrepreneur ©2009 Paul Isakson Flickr // ElectricSheep
23.
“People don’t want
marketing DON’T MARKET messages in social networks or when they are having a dinner party.” TO PEOPLE Jason Calacanis CEO Mahalo.com / Internet Entrepreneur ©2009 Paul Isakson
24.
Marketing in
Blogs Facebook Twitter YouTube social media is often Flickr FriendFeed LinkedIn Delicious narrowly viewed and talked Digg Last.fm MySpace Wikipedia about as the tools people Pandora Plaxo Seesmic Vimeo use within it. ©2009 Paul Isakson
25.
“(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 Owyang Senior Industry Analyst Forrester Research ©2009 Paul Isakson Flickr // shinyai
26.
”Companies approach social
media in two different ways. The first way, the companies focus on the features, tools and technologies, yet fail to DON’T FOCUS understand the behaviors of their own customers online. As a result, they miss the mark. ON THE TOOLS 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 Owyang Senior Industry Analyst Forrester Research ©2009 Paul Isakson Flickr // shinyai
27.
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. ©2009 Paul Isakson Flickr // daveandsima
28.
IN OTHER WORDS,
THE MAGIC OF SOCIAL MEDIA IS NOT WHAT HAPPENS IN SOCIAL MEDIA, BUT WHAT HAPPENS OUTSIDE OF IT, BECAUSE OF IT. ©2009 Paul Isakson Paul Isakson - paulisakson.com
29.
What are people
organizing around? ©2009 Paul Isakson
30.
Shared
Values Shared Shared Interests Beliefs ©2009 Paul Isakson Paul Isakson - paulisakson.com
31.
How do we
connect with people? ©2009 Paul Isakson
32.
©2009 Paul Isakson
33.
Technographics ©2009 Paul Isakson
34.
This isn’t
what matters. ©2009 Paul Isakson
35.
Technographics
This is. ©2009 Paul Isakson
36.
©2009 Paul Isakson
Flickr // e-magic
37.
PEOPLE’S BEHAVIORS
ARE CHANGING ©2009 Paul Isakson
38.
What people are
doing? ©2009 Paul Isakson
39.
5 The
Connecting Creating Collaborating Main Behaviors Sharing Consuming in Social Media ©2009 Paul Isakson Paul Isakson - paulisakson.com
40.
5 The
Connecting Creating Collaborating Main Behaviors Sharing Consuming in Social Media ©2009 Paul Isakson
41.
People are connecting
with friends, family, acquaintances and others Connecting who share their interests, values, and/or beliefs. ©2009 Paul Isakson Flickr // alexkess
42.
Thought Starters:
What values, beliefs and interests do you share with the people who buy your products and/or services? Connecting 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? ©2009 Paul Isakson Flickr // chrisjohnbeckett
43.
5 The
Connecting Creating Collaborating Main Behaviors Sharing Consuming in Social Media ©2009 Paul Isakson
44.
People are collaborating
with others who share their values, interests, Collaborating and/or beliefs to accomplish a shared goal, vision or project. ©2009 Paul Isakson Flickr // The Moonstone Archive
45.
Thought Starters:
How can you collaborate with people Collaborating in a meaningful way? How can you help people collaborate with each other more easily? ©2009 Paul Isakson Flickr // McGarry
46.
5 The
Connecting Creating Collaborating Main Behaviors Sharing Consuming in Social Media ©2009 Paul Isakson
47.
People are consuming
content to learn, be entertained, seek validation, feel more connected, etc. Consuming Consuming: Watching, Reading, Listening, Skimming, Collecting, etc. ©2009 Paul Isakson Flickr // _alef_
48.
Thought Starters:
What can you teach people that will help them achieve their goals? What can you learn from people that Consuming will help you be a better marketer or help you make better products? How can you reward people for consuming and sharing your content? ©2009 Paul Isakson Flickr // GlowPlug
49.
5 The
Connecting Creating Collaborating Main Behaviors Sharing Consuming in Social Media ©2009 Paul Isakson
50.
People are creating
content of various kinds to express themselves, share their thoughts with others, share a creative talent Creating or passion, and, in some cases, to build their “personal brand.” Content: Photos, Videos, Blog Posts, Tweets, Comments, etc. ©2009 Paul Isakson Flickr // Thomas Hawk
51.
Thought Starters:
What can you create that people will benefit from? Creating What can you give to people that will help them create more interesting content to spread? ©2009 Paul Isakson Flickr // Iguana Jo
52.
5 The
Connecting Creating Collaborating Main Behaviors Sharing Consuming in Social Media ©2009 Paul Isakson
53.
People are sharing
things they find Sharing interesting or important with friends, family and followers. ©2009 Paul Isakson Flickr // Dieter Drescher
54.
Thought Starters:
What can you share that will make Sharing the community better? How can you help others share things more easily? ©2009 Paul Isakson Flickr // Iguana Jo
55.
How do we
get people to do stuff with us? ©2009 Paul Isakson
56.
©2009 Paul Isakson
Flickr // paulisakson
57.
THE BEST WAY
TO GET PEOPLE TO DO STUFF WITH YOU, IS TO FIRST JOIN THEM IN WHAT THEY ARE ALREADY DOING. ©2009 Paul Isakson Paul Isakson - paulisakson.com
58.
If you can’t
do any of that? ©2009 Paul Isakson
59.
DO SOMETHING WORTH
TALKING ABOUT. ©2009 Paul Isakson Flickr // moriza
60.
And if you
can’t do that either? ©2009 Paul Isakson
61.
JUST
LISTEN ©2009 Paul Isakson Flickr // Patricil
62.
Listen for rich
insights related to your brand about what people really want and need. ©2009 Paul Isakson Flickr // EssG
63.
LISTEN FOR OPPORTUNITIES
TO MAKE YOUR _______ BETTER. ©2009 Paul Isakson
64.
Lastly, always remember... ©2009
Paul Isakson
65.
IT’S NOT WHAT
YOU SAY THAT MATTERS, IT’S WHAT YOU DO. ©2009 Paul Isakson Paul Isakson - paulisakson.com
66.
Thank You ©2009 Paul
Isakson
67.
Paul Isakson
Head of Strategy space150 blog / paulisakson.com twitter / @paulisakson email / paul.isakson@gmail.com ©2009 Paul Isakson
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