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From	
  Status	
  Updates	
  to	
  Brand	
  Storytelling	
  
The	
  Evolu9on	
  of	
  Social	
  Media	
  
	
  
July	
  2012	
  



                                                                                                                                                      New	
  York	
  -­‐	
  Toronto	
  -­‐	
  London	
  –	
  Portland	
  	
  
                                               All	
  materials	
  contained	
  within	
  this	
  presenta:on	
  are	
  copyright	
  Syncapse	
  Corp.	
  2010.	
  Reproduc:on	
  or	
  distribu:on	
  is	
  prohibited.	
  	
  	
  
800+	
  MILLION	
  PEOPLE	
                           3	
  OF	
  EVERY	
  4	
                                                             ACCOUNTS	
  FOR	
  1	
  OF	
  
          =	
  55%	
  OF	
  THE	
                           MINUTES	
  SPENT	
                                                                    EVERY	
  7	
  MINUTES	
  
        WORLD’S	
  ONLINE	
                                        SOCIAL	
                                                                         ON	
  THE	
  WEB	
  
          AUDIENCE	
                                         NETWORKING	
  




        	
  has	
  proven	
  to	
  be	
  a	
                                                                                        in	
  	
  
communica:ons.	
  Its	
                                                                                	
  cannot	
  be	
  overstated.	
  


                                                                                                               USERS	
  SPEND	
  50%	
  
                             THE	
  #1	
  SOCIAL	
                                                              MORE	
  TIME	
  ON	
  
                            NETWORK	
  IN	
  33	
  OF	
                                                        WEBSITES	
  WHEN	
  
                              THE	
  40	
  MARKETS	
                                                            LOGGED	
  IN	
  VIA	
  
                             COMSCORE	
  TRACKS	
                                                                 FACEBOOK	
  
                                                                                                                   CONNECT	
  



                                                                                                                                                                                   New	
  York	
  -­‐	
  Toronto	
  -­‐	
  London	
  –	
  Portland	
  
                                                                            All	
  materials	
  contained	
  within	
  this	
  presenta:on	
  are	
  copyright	
  Syncapse	
  Corp.	
  2010.	
  Reproduc:on	
  or	
  distribu:on	
  is	
  prohibited.	
  	
  	
     2	
  
 are	
  prone	
  to	
                            to	
  fans,	
  	
  
oKen	
  trea:ng	
  ‘owned’	
  social	
  media	
  connec:ons	
  	
  
                       like	
  paid	
  media.	
  




                                                                                                                                         New	
  York	
  -­‐	
  Toronto	
  -­‐	
  London	
  –	
  Portland	
  
                                  All	
  materials	
  contained	
  within	
  this	
  presenta:on	
  are	
  copyright	
  Syncapse	
  Corp.	
  2010.	
  Reproduc:on	
  or	
  distribu:on	
  is	
  prohibited.	
  	
  	
     3	
  
The	
     	
  is	
  that	
  many	
  marketers	
  and	
  agencies	
  default	
  
to	
  the	
                                                                                          as	
  their	
  ‘social	
  strategy’	
  




                                                                                                                                                    New	
  York	
  -­‐	
  Toronto	
  -­‐	
  London	
  –	
  Portland	
  
                                             All	
  materials	
  contained	
  within	
  this	
  presenta:on	
  are	
  copyright	
  Syncapse	
  Corp.	
  2010.	
  Reproduc:on	
  or	
  distribu:on	
  is	
  prohibited.	
  	
  	
     4	
  
Social	
  Media	
  Industrial	
  Complex	
  

•    Likes!	
  Comments!	
  Shares!	
  Fans!	
  
•    Content	
  Report	
  
•    Sen:ment	
  Analysis	
  
•    Response	
  Management	
  
•    Workflows	
  
•    Applica:ons	
  &	
  Tabs	
  
•    Facebook	
  Rules	
  
•    Popularity	
  contest	
  
•    Design	
  assets	
  
•    Paid	
  media	
  spend	
  
•    Ad	
  campaigns	
  
•    ROI	
  

                                                                                                                                                          New	
  York	
  -­‐	
  Toronto	
  -­‐	
  London	
  –	
  Portland	
  
                                                   All	
  materials	
  contained	
  within	
  this	
  presenta:on	
  are	
  copyright	
  Syncapse	
  Corp.	
  2010.	
  Reproduc:on	
  or	
  distribu:on	
  is	
  prohibited.	
  	
  	
     5	
  
What’s	
  Your	
  Story?	
  




                                                                                                                                      New	
  York	
  -­‐	
  Toronto	
  -­‐	
  London	
  –	
  Portland	
  
                               All	
  materials	
  contained	
  within	
  this	
  presenta:on	
  are	
  copyright	
  Syncapse	
  Corp.	
  2010.	
  Reproduc:on	
  or	
  distribu:on	
  is	
  prohibited.	
  	
  	
     6	
  
Communica9ons	
  Challenge	
  	
  


 Marke9ng	
                                 Marke9ng	
  2.0	
  




                                                                                                                                     New	
  York	
  -­‐	
  Toronto	
  -­‐	
  London	
  –	
  Portland	
  
                              All	
  materials	
  contained	
  within	
  this	
  presenta:on	
  are	
  copyright	
  Syncapse	
  Corp.	
  2010.	
  Reproduc:on	
  or	
  distribu:on	
  is	
  prohibited.	
  	
  	
     7	
  
Social	
  Enterprise	
  

                                   	
  
                                   	
  
                                   	
  
      “An	
  organisa:on	
  that	
  

                                               ,	
  rather	
  than	
  
   maximizing	
  profits	
  for	
  external	
  shareholders.”	
  




                                                                                                                                                 New	
  York	
  -­‐	
  Toronto	
  -­‐	
  London	
  –	
  Portland	
  
                                          All	
  materials	
  contained	
  within	
  this	
  presenta:on	
  are	
  copyright	
  Syncapse	
  Corp.	
  2010.	
  Reproduc:on	
  or	
  distribu:on	
  is	
  prohibited.	
  	
  	
     8	
  
Revenge	
  of	
  the	
  Humani9es	
  




Social	
  Media	
  is	
  

                       in	
  
more	
  efficient	
  and	
  
 effec:ve	
  ways.	
  	
  




                                                                                                                                          New	
  York	
  -­‐	
  Toronto	
  -­‐	
  London	
  –	
  Portland	
  
                                   All	
  materials	
  contained	
  within	
  this	
  presenta:on	
  are	
  copyright	
  Syncapse	
  Corp.	
  2010.	
  Reproduc:on	
  or	
  distribu:on	
  is	
  prohibited.	
  	
  	
     9	
  
Ecosystem	
  of	
  Niche	
  Networks	
  




   People	
  are	
  choosing	
  more	
  
   personalized	
  and	
  curated	
  
experiences,	
  	
  and	
  look	
  for	
  


                                                                                                                                                    New	
  York	
  -­‐	
  Toronto	
  -­‐	
  London	
  –	
  Portland	
  
                                             All	
  materials	
  contained	
  within	
  this	
  presenta:on	
  are	
  copyright	
  Syncapse	
  Corp.	
  2010.	
  Reproduc:on	
  or	
  distribu:on	
  is	
  prohibited.	
  	
  	
     10	
  
Integrated	
  Life:	
  On	
  &	
  Off	
  

                                                                             PLACES	
  
                                                                              Offers	
  




                                                       BAKING	
  RECIPES	
  
                                          Ingredients	
  &	
  Equipment	
  




                        BAKE	
  PARTIES	
  
                        Friends	
  &	
  Fans	
  




                                                                                                                                                          New	
  York	
  -­‐	
  Toronto	
  -­‐	
  London	
  –	
  Portland	
  
                                                   All	
  materials	
  contained	
  within	
  this	
  presenta:on	
  are	
  copyright	
  Syncapse	
  Corp.	
  2010.	
  Reproduc:on	
  or	
  distribu:on	
  is	
  prohibited.	
  	
  	
     11	
  
Be	
  Yourself.	
  
                                                                                                         	
  
                                     “The	
  
                                         hasn’t	
  been	
  the	
  
                               new	
  :meline,	
  a	
  Mafia	
  
                            assassina:on	
  game,	
  or	
  even	
  
                            the	
  company’s	
  ini:al	
  public	
  
                                       offering	
  –	
  	
  

                                                                       ,	
  
                             best	
  known	
  for	
  playing	
  Mr	
  
                            Sulu	
  in	
  the	
  original	
  Star	
  Trek	
  
                                             series.”	
  

                                                                                                                             New	
  York	
  -­‐	
  Toronto	
  -­‐	
  London	
  –	
  Portland	
  
                      All	
  materials	
  contained	
  within	
  this	
  presenta:on	
  are	
  copyright	
  Syncapse	
  Corp.	
  2010.	
  Reproduc:on	
  or	
  distribu:on	
  is	
  prohibited.	
  	
  	
     12	
  
Be	
  Interes9ng.	
  



                                                                                The	
  ‘Ten	
  Most	
  
                                                                              Followed	
  Users	
  on	
  
                                                                              Pinterest’	
  are	
  not	
  
                                                                            famous	
  celebri:es	
  but	
  
                                                                            have	
  created	
  brands	
  of	
  
                                                                             themselves	
  through	
  
                                                                              their	
  social	
  media	
  
                                                                                    storytelling.	
  



                                                                                                                               New	
  York	
  -­‐	
  Toronto	
  -­‐	
  London	
  –	
  Portland	
  
                        All	
  materials	
  contained	
  within	
  this	
  presenta:on	
  are	
  copyright	
  Syncapse	
  Corp.	
  2010.	
  Reproduc:on	
  or	
  distribu:on	
  is	
  prohibited.	
  	
  	
     13	
  
Be	
  Visual.	
  




              Photos	
  are	
  powerful	
  
                               	
  of	
  the	
  world	
  around	
  us.	
  
                                         	
  
         Brands	
  are	
  leveraging	
  Photography	
  to	
  tell	
  
          stories	
  and	
               	
                          .	
  
                                         	
  




                                                                                                                                                  New	
  York	
  -­‐	
  Toronto	
  -­‐	
  London	
  –	
  Portland	
  
                                           All	
  materials	
  contained	
  within	
  this	
  presenta:on	
  are	
  copyright	
  Syncapse	
  Corp.	
  2010.	
  Reproduc:on	
  or	
  distribu:on	
  is	
  prohibited.	
  	
  	
     14	
  
Be	
  Collabora9ve.	
  
                                                                                                                           Leverage	
  evolving	
  

                                                                                                                                             to	
  
                                                                                                                           transform	
  how	
  a	
  
                                                                                                                           brand	
  can	
  drive	
  
                                                                                                                           relevant	
  
 so	
  people	
  can	
  come	
  
together	
  to	
                 	
                                                                                        and	
  
   and	
            	
  one	
                                                                                                                                                              .	
  
         another.	
  




                                                                                                                                               New	
  York	
  -­‐	
  Toronto	
  -­‐	
  London	
  –	
  Portland	
  
                                        All	
  materials	
  contained	
  within	
  this	
  presenta:on	
  are	
  copyright	
  Syncapse	
  Corp.	
  2010.	
  Reproduc:on	
  or	
  distribu:on	
  is	
  prohibited.	
  	
  	
     15	
  
Be	
  Topical.	
  

Storify	
  allows	
  brands	
  to	
  
                      around	
  a	
  
specific	
  topic,	
  event,	
  
concept	
  or	
  idea	
  and	
  
                     around	
  it	
  




                                                                          onto	
  brand	
  sites	
  or	
  Tumblr	
  
                                                                          and	
  can	
  be	
  easily	
  
                                                                                        ,	
         	
  and	
  


                                                                                                                                               New	
  York	
  -­‐	
  Toronto	
  -­‐	
  London	
  –	
  Portland	
  
                                        All	
  materials	
  contained	
  within	
  this	
  presenta:on	
  are	
  copyright	
  Syncapse	
  Corp.	
  2010.	
  Reproduc:on	
  or	
  distribu:on	
  is	
  prohibited.	
  	
  	
     16	
  
Be	
  Prolific.	
  

                           Heineken’s	
  “Sunrise	
  belongs	
  to	
  
                          moderate	
  drinkers”	
  campaign	
  is	
  
                          involving	
  consumers	
  to	
  take	
  and	
  
                           tag	
  photos	
  of	
  their	
  best	
  sunrise	
  
                            moments,	
  making	
  
                                                                     .	
  




                                                                                                                            New	
  York	
  -­‐	
  Toronto	
  -­‐	
  London	
  –	
  Portland	
  
                     All	
  materials	
  contained	
  within	
  this	
  presenta:on	
  are	
  copyright	
  Syncapse	
  Corp.	
  2010.	
  Reproduc:on	
  or	
  distribu:on	
  is	
  prohibited.	
  	
  	
     17	
  
Be	
  Civic.	
  




                                                                                                                          New	
  York	
  -­‐	
  Toronto	
  -­‐	
  London	
  –	
  Portland	
  
                   All	
  materials	
  contained	
  within	
  this	
  presenta:on	
  are	
  copyright	
  Syncapse	
  Corp.	
  2010.	
  Reproduc:on	
  or	
  distribu:on	
  is	
  prohibited.	
  	
  	
     18	
  

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Social media in 15minutes

  • 1. From  Status  Updates  to  Brand  Storytelling   The  Evolu9on  of  Social  Media     July  2012   New  York  -­‐  Toronto  -­‐  London  –  Portland     All  materials  contained  within  this  presenta:on  are  copyright  Syncapse  Corp.  2010.  Reproduc:on  or  distribu:on  is  prohibited.      
  • 2. 800+  MILLION  PEOPLE   3  OF  EVERY  4   ACCOUNTS  FOR  1  OF   =  55%  OF  THE   MINUTES  SPENT   EVERY  7  MINUTES   WORLD’S  ONLINE   SOCIAL   ON  THE  WEB   AUDIENCE   NETWORKING    has  proven  to  be  a   in     communica:ons.  Its    cannot  be  overstated.   USERS  SPEND  50%   THE  #1  SOCIAL   MORE  TIME  ON   NETWORK  IN  33  OF   WEBSITES  WHEN   THE  40  MARKETS   LOGGED  IN  VIA   COMSCORE  TRACKS   FACEBOOK   CONNECT   New  York  -­‐  Toronto  -­‐  London  –  Portland   All  materials  contained  within  this  presenta:on  are  copyright  Syncapse  Corp.  2010.  Reproduc:on  or  distribu:on  is  prohibited.       2  
  • 3.  are  prone  to   to  fans,     oKen  trea:ng  ‘owned’  social  media  connec:ons     like  paid  media.   New  York  -­‐  Toronto  -­‐  London  –  Portland   All  materials  contained  within  this  presenta:on  are  copyright  Syncapse  Corp.  2010.  Reproduc:on  or  distribu:on  is  prohibited.       3  
  • 4. The    is  that  many  marketers  and  agencies  default   to  the   as  their  ‘social  strategy’   New  York  -­‐  Toronto  -­‐  London  –  Portland   All  materials  contained  within  this  presenta:on  are  copyright  Syncapse  Corp.  2010.  Reproduc:on  or  distribu:on  is  prohibited.       4  
  • 5. Social  Media  Industrial  Complex   •  Likes!  Comments!  Shares!  Fans!   •  Content  Report   •  Sen:ment  Analysis   •  Response  Management   •  Workflows   •  Applica:ons  &  Tabs   •  Facebook  Rules   •  Popularity  contest   •  Design  assets   •  Paid  media  spend   •  Ad  campaigns   •  ROI   New  York  -­‐  Toronto  -­‐  London  –  Portland   All  materials  contained  within  this  presenta:on  are  copyright  Syncapse  Corp.  2010.  Reproduc:on  or  distribu:on  is  prohibited.       5  
  • 6. What’s  Your  Story?   New  York  -­‐  Toronto  -­‐  London  –  Portland   All  materials  contained  within  this  presenta:on  are  copyright  Syncapse  Corp.  2010.  Reproduc:on  or  distribu:on  is  prohibited.       6  
  • 7. Communica9ons  Challenge     Marke9ng   Marke9ng  2.0   New  York  -­‐  Toronto  -­‐  London  –  Portland   All  materials  contained  within  this  presenta:on  are  copyright  Syncapse  Corp.  2010.  Reproduc:on  or  distribu:on  is  prohibited.       7  
  • 8. Social  Enterprise         “An  organisa:on  that   ,  rather  than   maximizing  profits  for  external  shareholders.”   New  York  -­‐  Toronto  -­‐  London  –  Portland   All  materials  contained  within  this  presenta:on  are  copyright  Syncapse  Corp.  2010.  Reproduc:on  or  distribu:on  is  prohibited.       8  
  • 9. Revenge  of  the  Humani9es   Social  Media  is   in   more  efficient  and   effec:ve  ways.     New  York  -­‐  Toronto  -­‐  London  –  Portland   All  materials  contained  within  this  presenta:on  are  copyright  Syncapse  Corp.  2010.  Reproduc:on  or  distribu:on  is  prohibited.       9  
  • 10. Ecosystem  of  Niche  Networks   People  are  choosing  more   personalized  and  curated   experiences,    and  look  for   New  York  -­‐  Toronto  -­‐  London  –  Portland   All  materials  contained  within  this  presenta:on  are  copyright  Syncapse  Corp.  2010.  Reproduc:on  or  distribu:on  is  prohibited.       10  
  • 11. Integrated  Life:  On  &  Off   PLACES   Offers   BAKING  RECIPES   Ingredients  &  Equipment   BAKE  PARTIES   Friends  &  Fans   New  York  -­‐  Toronto  -­‐  London  –  Portland   All  materials  contained  within  this  presenta:on  are  copyright  Syncapse  Corp.  2010.  Reproduc:on  or  distribu:on  is  prohibited.       11  
  • 12. Be  Yourself.     “The   hasn’t  been  the   new  :meline,  a  Mafia   assassina:on  game,  or  even   the  company’s  ini:al  public   offering  –     ,   best  known  for  playing  Mr   Sulu  in  the  original  Star  Trek   series.”   New  York  -­‐  Toronto  -­‐  London  –  Portland   All  materials  contained  within  this  presenta:on  are  copyright  Syncapse  Corp.  2010.  Reproduc:on  or  distribu:on  is  prohibited.       12  
  • 13. Be  Interes9ng.   The  ‘Ten  Most   Followed  Users  on   Pinterest’  are  not   famous  celebri:es  but   have  created  brands  of   themselves  through   their  social  media   storytelling.   New  York  -­‐  Toronto  -­‐  London  –  Portland   All  materials  contained  within  this  presenta:on  are  copyright  Syncapse  Corp.  2010.  Reproduc:on  or  distribu:on  is  prohibited.       13  
  • 14. Be  Visual.   Photos  are  powerful    of  the  world  around  us.     Brands  are  leveraging  Photography  to  tell   stories  and     .     New  York  -­‐  Toronto  -­‐  London  –  Portland   All  materials  contained  within  this  presenta:on  are  copyright  Syncapse  Corp.  2010.  Reproduc:on  or  distribu:on  is  prohibited.       14  
  • 15. Be  Collabora9ve.   Leverage  evolving   to   transform  how  a   brand  can  drive   relevant   so  people  can  come   together  to     and   and    one   .   another.   New  York  -­‐  Toronto  -­‐  London  –  Portland   All  materials  contained  within  this  presenta:on  are  copyright  Syncapse  Corp.  2010.  Reproduc:on  or  distribu:on  is  prohibited.       15  
  • 16. Be  Topical.   Storify  allows  brands  to   around  a   specific  topic,  event,   concept  or  idea  and   around  it   onto  brand  sites  or  Tumblr   and  can  be  easily   ,    and   New  York  -­‐  Toronto  -­‐  London  –  Portland   All  materials  contained  within  this  presenta:on  are  copyright  Syncapse  Corp.  2010.  Reproduc:on  or  distribu:on  is  prohibited.       16  
  • 17. Be  Prolific.   Heineken’s  “Sunrise  belongs  to   moderate  drinkers”  campaign  is   involving  consumers  to  take  and   tag  photos  of  their  best  sunrise   moments,  making   .   New  York  -­‐  Toronto  -­‐  London  –  Portland   All  materials  contained  within  this  presenta:on  are  copyright  Syncapse  Corp.  2010.  Reproduc:on  or  distribu:on  is  prohibited.       17  
  • 18. Be  Civic.   New  York  -­‐  Toronto  -­‐  London  –  Portland   All  materials  contained  within  this  presenta:on  are  copyright  Syncapse  Corp.  2010.  Reproduc:on  or  distribu:on  is  prohibited.       18