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Gillin Knight 04 09

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Paul Gillin's presentation for Knight Digital Media

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Social Networks: New Architecture of the Web Paul Gillin Poynter/NewsU Webinar April 14, 2009
New Media Rules ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Traditional communications
New reality
The Numbers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Many Arms of Social Media Cost to user = $0
Whom Do Consumers Trust? Percent who trust each source Source: Nielsen, Oct., 2007
Self-Organized Communities “ This is the first time we are going to give the Internet a chance to prove itself and see whether it is all hype or genuine." Cadbury spokesman Quoted in the U.K.’s Telegraph
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Ready-Made Markets
How We Share Influence PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Consult a professional Readers letters Phone in; TV / Radio Talk to shop worker Personal blog Social network page Widgets Photo sharing site Chat rooms Message boards Video sharing site Comments on blogs Comments on websites Viral emails Wish lists Ratings on retail sites Reviews on retail sites Auction websites Social Bookmarking Chat room Price comparison sites Social shopping sites Talk face to face Consult a professional Readers Letters Phone in; TV / Radio Talk to shop worker Phone call Talk face to face Phone call SMS Email Instant Messenger Talk face to face Talk to shop worker Consumer influence channels Source: Universal McCann Erickson
The New Media Structure BLOGGERS ADVERTISERS PUBLISHERS MEDIA BLOGGERS EDITORS JOURNALISTS CONSUMERS
Essential Elements Profile Friends Groups
New Concepts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The New Newspaper?
New Kids On The Block
Cultural Norms of Social Media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Just One Guy Technorati rank: 714 Technorati fans: 146 Google Indexed pages: 3,760 Alex ranking: Top .17% Inbound links: 10,542 Del.icio.us bookmarks: 2,068 New York Times citations: 136 Computerworld citations: 193 InformationWeek citations: 72 Newsletter subscribers: 130,000
Network Efficiency
Twitter’s Curious Appeal
Immediate The Office on Twitter Dell Outlet on Twitter
Interactive Engagement Role-playing games (The Office) Reality Experience (Dove Reality Diaries)
Interactive Engagement Quizzes (USA’s Psych) Immersive (Carnival Funship Island)
Community as Content By contributing to the body of knowledge, members gain insights they couldn’t learn from experts alone Personal finance Travel planning Local services Language education Travel planning How-to video
A Case Study: Motrin Moms
The “Mom Response” ,[object Object],[object Object],[object Object],[object Object],Courtesy Digitas
Mass Media Pickup Courtesy Digitas
Online Activity Spikes Courtesy Digitas
New Realities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Thank you! Paul Gillin 508-202-9807 [email_address] www.gillin.com Available on Amazon or from ww.NewInfluencers.com Coming October, 2008

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Gillin Knight 04 09

  • 1. Social Networks: New Architecture of the Web Paul Gillin Poynter/NewsU Webinar April 14, 2009
  • 2.
  • 5.
  • 6. The Many Arms of Social Media Cost to user = $0
  • 7. Whom Do Consumers Trust? Percent who trust each source Source: Nielsen, Oct., 2007
  • 8. Self-Organized Communities “ This is the first time we are going to give the Internet a chance to prove itself and see whether it is all hype or genuine." Cadbury spokesman Quoted in the U.K.’s Telegraph
  • 9.
  • 11. How We Share Influence PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Consult a professional Readers letters Phone in; TV / Radio Talk to shop worker Personal blog Social network page Widgets Photo sharing site Chat rooms Message boards Video sharing site Comments on blogs Comments on websites Viral emails Wish lists Ratings on retail sites Reviews on retail sites Auction websites Social Bookmarking Chat room Price comparison sites Social shopping sites Talk face to face Consult a professional Readers Letters Phone in; TV / Radio Talk to shop worker Phone call Talk face to face Phone call SMS Email Instant Messenger Talk face to face Talk to shop worker Consumer influence channels Source: Universal McCann Erickson
  • 12. The New Media Structure BLOGGERS ADVERTISERS PUBLISHERS MEDIA BLOGGERS EDITORS JOURNALISTS CONSUMERS
  • 13. Essential Elements Profile Friends Groups
  • 14.
  • 16. New Kids On The Block
  • 17.
  • 18. Just One Guy Technorati rank: 714 Technorati fans: 146 Google Indexed pages: 3,760 Alex ranking: Top .17% Inbound links: 10,542 Del.icio.us bookmarks: 2,068 New York Times citations: 136 Computerworld citations: 193 InformationWeek citations: 72 Newsletter subscribers: 130,000
  • 21. Immediate The Office on Twitter Dell Outlet on Twitter
  • 22. Interactive Engagement Role-playing games (The Office) Reality Experience (Dove Reality Diaries)
  • 23. Interactive Engagement Quizzes (USA’s Psych) Immersive (Carnival Funship Island)
  • 24. Community as Content By contributing to the body of knowledge, members gain insights they couldn’t learn from experts alone Personal finance Travel planning Local services Language education Travel planning How-to video
  • 25. A Case Study: Motrin Moms
  • 26.
  • 27. Mass Media Pickup Courtesy Digitas
  • 28. Online Activity Spikes Courtesy Digitas
  • 29.
  • 30. Thank you! Paul Gillin 508-202-9807 [email_address] www.gillin.com Available on Amazon or from ww.NewInfluencers.com Coming October, 2008