A brief deck (it's a lot of slides, but can be run through in 30 mins or so) to provide a basic overview of how markets and marketing has changed and why that should drive in social media. Special thanks to Lee White for some of the slides that define social media, to gaipingvoid.com for the cartoons and Flickr users for the pictures.

1. This conversation is
not about…

2. Trends

3. Tactics

4. This conversation is
about…
…conversations
…attention
…why?

5. What are markets?

6. Published in 1998
95 theses about the way the
world was changing
The first three:
1. Markets are
conversations.
2. Markets consist of
human beings, not
demographic sectors.
3. Conversations among
human beings sound
human. They are
conducted in a human
voice.

7. What is marketing?

8. If markets are
conversations, then
marketing should just be
about listening and
talking…
…once, goods were
scarce…and marketing
was easy
…the industrial revolution
changed markets…goods
were plentiful and
information was scarce
…the internet revolution
changed markets
again…goods and
information were
plentiful…
Today attention is scarce

9. So what really
changed?

10. More Products
More Media
More Access

11. Did anything stay
the same?

13. Does all this really
effect our markets?

14. “Fully 89% of the CIOs said they had adopted at least one of six prominent
Web 2.0 tools - blogs, wikis, podcasts, RSS, social networking, and content
tagging - and a remarkable 35% said they were already using all six of the
tools.”
Forrester Oct, 2007 “Web 2.0 comes to the enterprise”

15. Some people think things will always …others think that change will
be the way they are today… happen overnight
The truth lies in the
middle
Rome wasn’t built in a day… …but a lot of it burned in one night

16. How do you get
attention?

18. How can you have a
conversation with
people in a global
market?

19. Social Media

20. What is Social Media?

21. Blogs Social Networks
Wikis
RSS
Podcasts
Mashups

22. Well…
sort of.

23. Social Media
Really
is…

24. a Conversation…

25. That is powered by…

26. Blogs Social Networks
Wikis
RSS
Podcasts
Mashups

27. It is a conversation between…

28. Customers…

29. Employees…

30. Investors…

31. …People!

32. And guess what?

33. The social media
conversation is…

34. Not Organized

35. Not Controlled

36. And not on message.

37. The conversation
is…

38. Vibrant

39. Emergent

40. Fun

41. Compelling

42. and full of insight…

43. …if we choose
to join.

44. To join the
conversation, we
need to be…

45. Present.

46. We begin by listening.

47. It will get
messy …

48. We need to
become less
a marching
band…
…and more
a jazz band

49. But why do we need
to listen before we
join the conversation?

50. “Online Markets...
Networked markets are beginning to self-
organize faster than the companies that have
traditionally served them. Thanks to the
web, markets are becoming better
informed, smarter, and more demanding of
qualities missing from most business
organizations.”
The Cluetrain Manifesto: The End of Business as Usual: Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2000

51. Social Media is…

52. …a brand new way
of understanding
and conversing with
markets,
not just another
messaging channel.

53. Are
You
Listening?
Good start.
But
it’s
not
enough.
The preceding was generously shared by Lee White on slideshare.net:
http://www.slideshare.net/leewhite/social-media-is/

54. Alignment

55. The functions of any organization:
Close Sales
Make noise about what you sell
Determine how to distribute what you sell
Gain an advantage through manufacturing, technology, or research

58. Most common question about social media:
“How can we make this new stuff work for us?”
Wrong Question
Right Question
“How do we become an organization that thrives on new marketing?”

59. So now...
…the hard questions

60. Do you really believe attention is what
matters?
Do you believe that conversation is the
best way to get attention?
Do you believe these changes are
impacting our customers?
Are you ready to have a conversation
with your customers? At scale? For
everyone to see?
Are you ready to be genuine?
Do you have anything to say?
Are you ready to listen…even if you
don’t like what is said all the time?
Are you ready to act like a member of a
jazz band instead of a marching band?
Do you have meatballs or something
that goes with chocolate sauce and
whipped cream?

62. Special Thanks to:
• Flickr users for photos
• Gapingvoid for cartoons
• Lee White for the slides on Social Media
(via slideshare.net)