The document traces the history of social media conversations from the 1980s to today. It discusses early platforms like Bulletin Board Systems, Usenet groups, and AOL chatrooms in the late 1980s through the rise of modern sites like Facebook, Twitter, LinkedIn and Instagram. It then examines what types of activities people engage in on social media like sharing content, communicating with friends, arguing, playing games and more. Finally, it outlines strategies for brands to have an effective presence on social media through paid, owned and earned media channels with a focus on listening, building relationships and creating engaging content.
37. WHAT ARE PEOPLE ACTUALLY DOING?
Sharing stories Watching videos Talking with friends Showing support
Sharing links Laughing at cats Finding lovers Discussing pencils
Sharing dreams Announcing their location Organising events Whining about Telstra
Arguing Playing Farmville Tweeting their breakfast Posting fan fiction
Correcting grammar Stalking celebrities Publishing reviews Blogging about nappies
Shouting at each other Making Startrek meerkats Commenting on blogs Helping find restaurants
Making friends LOLing at hipsters Choosing a TV Finding funny Streetviews
Making enemies Editing Wikipedia articles Talking with brands Curating content
Making content Posting their bra colour Making holiday plans Spruiking their wares
Defriending Hanging with Batman Organising parties Reviewing products
Downloading photos Talking about brands Making lolcats Bitching out cafes
Complaining Chatting with friends Protesting Finding jobs
Fighting ninjas & pirates Subverting governments Finding music Collecting mad lolz
Photoshopping Networking Pics or it didn’t happen Mashing up content
Wanting the old Facebook Dancing on ChatRoulette Admiring charts Making new memes
Ask questions Saying #fail Live-blogging Lending moral support
Giving photo feedback Finding Wally Making art Asking WTF?
38. WHAT ARE PEOPLE ACTUALLY DOING?
Sharing stories Watching videos Talking with friends Showing support
Sharing links Laughing at cats Finding lovers Discussing pencils
Sharing dreams Announcing their location Organising events Whining about Telstra
Arguing Playing Farmville Tweeting their breakfast Posting fan fiction
Correcting grammar Stalking celebrities Publishing reviews Blogging about nappies
Shouting at each other Making Startrek meerkats Commenting on blogs Helping find restaurants
Making friends LOLing at hipsters Choosing a TV Finding funny Streetviews
Making enemies Editing Wikipedia articles Talking with brands Curating content
Making content Posting their bra colour Making holiday plans Spruiking their wares
Defriending Hanging with Batman Organising parties Reviewing products
Downloading photos Talking about brands Making lolcats Bitching out cafes
Complaining Chatting with friends Protesting Finding jobs
Fighting ninjas & pirates Subverting governments Finding music Collecting mad lolz
Photoshopping Networking Pics or it didn’t happen Mashing up content
Wanting the old Facebook Dancing on ChatRoulette Admiring charts Making new memes
Ask questions Saying #fail Live-blogging Lending moral support
Giving photo feedback Finding Wally Making art Asking WTF?
46. PAID MEDIA EARNED MEDIA OWNED MEDIA
You pay publishers to push
your message to their
audience.
TV
Radio
Print
Outdoor
Banner ads
SEM
47. PAID MEDIA EARNED MEDIA OWNED MEDIA
You pay publishers to push You do nice things for your
your message to their audience and they carry your
audience. message for you.
TV Make people laugh
Radio Make people intrigued
Print Make people cry
Outdoor Make people think
Banner ads
SEM Make your content
SHAREABLE
48. PAID MEDIA EARNED MEDIA OWNED MEDIA
You pay publishers to push You do nice things for your You create tools and content
your message to their audience and they carry your that attract an audience.
audience. message for you.
Corporate websites
TV Make people laugh Online communities
Radio Make people intrigued Facebook page
Print Make people cry Twitter account
Outdoor Make people think Blogs
Banner ads Branded content channels
SEM Make your content
SHAREABLE
49. PAID MEDIA EARNED MEDIA OWNED MEDIA
You pay publishers to push You do nice things for your You create tools and content
your message to their audience and they carry your that attract an audience.
audience. message for you.
Corporate websites
TV Make people laugh Online communities
Radio Make people intrigued Facebook page
Print Make people cry Twitter account
Outdoor Make people think Blogs
Banner ads Branded content channels
SEM Make your content
SHAREABLE
51. You earn media by
making friends for your
brand.
You make friends for your
brand the same way you make
friends in the real world.
52. You earn media by
making friends for your
brand.
You make friends for your
brand the same way you make
friends in the real world.
53. You earn media by
making friends for your
brand.
You make friends for your
brand the same way you make
friends in the real world.
- Listen before you talk
- Be generous
- Connect people
- Show respect
- Interact on their terms
- Having a personality
60. KFC AUSTRALIA
CAYAN GRILL
KFC Australia fan page live Sunday
14 June supported by Facebook
engagement ads.
Cayan Grill coupon linked to fan
page Tuesday 16 June.
61. KFC AUSTRALIA
THE RESULTS
The burger sold out in several stores:
Monday 7,000 fans
Tuesday 15,000 fans
Wednesday 19,000 fans
Thursday 24,500 fans
Friday 29,900+ fans
Monday 50,000+ fans
6 July 83,700+ fans
66. A strategic approach from
Forrester:
P.O.S.
T.
PEOPLE
Who are your customers?
What do they need?
What are they interested in?
Where do they hang out online?
67. A strategic approach from
Forrester:
P.O.S.
T.
PEOPLE OBJECTIVES
Who are your customers? What are you trying to achieve?
What do they need? What does success look like?
What are they interested in? Do you want to drive sales?
Where do they hang out online? build relationships?
Or
68. A strategic approach from
Forrester:
P.O.S.
T.
PEOPLE OBJECTIVES STRATEGY
Who are your customers? What are you trying to achieve? What will you do to change your
relationships with your
What do they need? What does success look like? customers?
What are they interested in? Do you want to drive sales? What will you offer them?
Where do they hang out online? build relationships?
Or What conversations will we
become part of?
What influencers will you
engage with?
What are the key things you will
listen out for?
69. A strategic approach from
Forrester:
P.O.S.
T.
PEOPLE OBJECTIVES STRATEGY TECHNOLOGY
Who are your customers? What are you trying to achieve? What will you do to change your What platforms will you build a
relationships with your presence on?
What do they need? What does success look like? customers?
Which tools and sites will you
What are they interested in? Do you want to drive sales? What will you offer them? use to engage people?
Where do they hang out online? build relationships?
Or What conversations will we What technology will you use
become part of? for monitoring?
What influencers will you
engage with?
What are the key things you will
listen out for?
72. A few final
thoughts...
Listen first, then talk
Earn media by making
friends
73. A few final
thoughts...
Listen first, then talk
Earn media by making
friends
Always be generous - give more than you
take
74. A few final
thoughts...
Listen first, then talk
Earn media by making
friends
Always be generous - give more than you
take
Be strategic - remember
POST
75. A few final
thoughts...
Listen first, then talk
Earn media by making
friends
Always be generous - give more than you
take
Be strategic - remember
POST
Make sure you’re fluent in the
language
76. A few final
thoughts...
Listen first, then talk
Earn media by making
friends
Always be generous - give more than you
take
Be strategic - remember
POST
Make sure you’re fluent in the
language
DON’T BE BORING!
Hinweis der Redaktion
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SAAB was on compuserve
SAAB was on compuserve
SAAB was on compuserve
SAAB was on compuserve
SAAB was on compuserve
SOME GUYS SAW FRIENDSTER AND DECIDED TO MAKE THEIR OWN
EVEN TOM DOESNT USE MYSPACE ANYMORE
$580million USD newscorp
SAAB was on compuserve
SAAB was on compuserve
SAAB was on compuserve
SAAB was on compuserve
SAAB was on compuserve
SAAB was on compuserve
this video has had 3.6 million views in the past few weeks
SHOW SOME REAL LIFE EXAMPLES
AND I WILL LINK IT BACK TO WHAT THIS MEANS FOR BRANDS
NOTE THE CREATION OF A MEME
THAT REPLICATES ITSELF
THE QUESTION IS NOT “HOW DO WE DO SOCIAL MEDIA”
THE QUESTION IS - HOW DO WE TAP INTO THE POWER OF THESE ONLINE CONVERSATIONS, AND INTEGRATE THIS INTO OUR BROADER COMMUNICATIONS MIX