Drivers in social media. Some thoughts on why and how people decide to use and participate in social media.

1. Social media –
Come join the conversation
Anders Sjöman, Springtime
anders.sjoman@springtime.nu

2. Quick poll: How digital are you?
Last couple of days, have you:
read a blog?
written a blog?
forwarded a videolink from YouTube?
uploaded a video to YouTube?
read something on Wikipedia?
edited an entry on Wikipedia
been on Facebook?
been on LinkedIn?
microblogged at Twitter?

3. Springtime, www.springtime.nu
No medium is more effective to
influence an individual than
personal dialogue, exchange SPRINGTIME FACTS
and role-modeling. The key is to Founded: 1994
determine the individuals who Employees: 77 (70 consultants)
can credibly represent each Fee income: 83,5 MSEK (2008)
issue. Rewards: No 1 PR agency 2006, 2004
and 2002 (Sweden, Regi/DI)
CEO: Maria Arnholm
We help our clients manage
Offices: Stockholm, Beijing, Shanghai
change with the help of
Partner and network:
effective communications.
Eastwei Relations
Springtime consults in four (Beijing, Shanghai, Guangzhou, Chengdu)
areas of communication: FIPRA - Finsbury International Policy &
Regulatory Advisers
Internal communications NPRN – Nordic PR-network
Investor Relations IPRA – International PR Association
Marketing PR
Public Affairs

4. Anders Sjöman – a lot available online, but not everything
____________________________________
Anders Sjöman
SPRINGTIME
Holländargatan 13
Box 3295
103 65 Stockholm
anders.sjoman@springtime.nu
Office: +46 (0)8 50 60 17 60
Mobile: +46 (0)70 717 60 78
Fax: +46 (0)8 50 60 18 00
Skype: anderssjoman
Twitter: www.twitter.com/anderssjoman
Facebook: www.facebook.com/anders.sjoman
Bambuser: www.bambuser.com/anderssjoman
LinkedIn: www.linkedin.com/in/anderssjoman
Springtime's ning: http://ning.springtime.nu/profile/anderssjoman

5. So many new concepts...

6. ...presented in so many different ways...

7. What’s everyone doing?
2009
• Phone
• Newspapers
• Email
• SMS
• Mobile phones
• TV
• Radio
• CD- och DVD players
• Cable-TV
1989 • Home computer
• Phone • Online Video
• Cable-TV • Downloading
• Tape player • Social networks
• Walkman • Instant Messaging
1969 • VCR • Satellite TV and radio
• Phone • Video games • MP3-players
• Newspapers • Newspapers • iPod
• Television • TV • Blogs
• Weeklies • Weeklies • Mobile internet
• Radio • Radio • Mobile phone games
• Record player • Record player • Podcasts

8. Where do they find the time?
All of Wikipedia: TV-viweing (US alone):
about 100 million manhours about 200 billion manhours
(=2000 Wikipedias/year)
Americans spend 100 million
manhours ever year only on
commercial breaks.
Source: Clay Shirkyon, Here Comes Everybody

9. But why?

10. 1. Flashmobs: Central Station Freeze; Football Fans

11. 1. Flashmobs: Carrotmob

12. 2. Michel Eduoard LeClerc, LECLERC

13. 3. Talk back: Tiger Woods ”Jesus Shot”
Buggen
http://www.youtube.com/watch?v=h42Ue
R-f8ZA
Svaret
http://www.youtube.com/watch?v=h42Ue
R-f8ZA

14. 4. Agria Animal Insurance – The customer’s best friend

15. A trend!
I am seen,
therefore, I am!
I am heard,
therefore, I am!
I influence,
therefore, I am!
Modern communication:
Help individuals see the
effect of their actions

16. But already the greeks...
...liked talking to each
other.
We talk because we:
seek context and a
sense of beloging
want to minimize
risks, costs and
insecurities
benefit from it
want to mark our
social position

17. People Influence People

18. Change happens through personal influence

19. Bygga relationer
- påverka samtal
It’s all connected
Real meetings
The web (IRL... AFK...)

20. The Social Web Flower
SMS s
Blog
Mic
r
blo o- Wikis
gs
Socia
m l
Foru netw
orks
Tags Video
S
RS
Transparency – Share and acknowledge – Conversations and dialog

21. Skittles.com mixes it up

22. What? Me digital?

23. People Influence People