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ocial
Media
Understanding the conversations below the surface
The end of business as usual



Social Media
Bootcamp
What do you think when you
think when you hear...




          Social Media?
Social
 What is



Media
Social Media
foundations?

         Friendster
         March 2002



           Myspace
           August 2003
ed
                       rt
                    ta
                  s
          reygo when
       sto a                       ces
    is
 her y long tim e conversati   pla
Tv                          on
           wer
 a
       ets
    ark
  m
As time passed
for a variety of reasons the human
                  connection faded
OK...

Social
 what is



Media
A key lesson from
  The Cluetrain Manifesto

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.”
Social Media is a
conversation




      Supported by online tools
like these
The important thing in Social Media is
   the real people who use it




and their social interactions
It’s all about the Cs
                  Competition
Creative                           Creation


Collaboration


Communication
                                 Community
                Creative Class
  Connected                       convergence
most company still just
don’t get it

They haven’t
gotten
on the cluetrain...
The foundations of
Social Media
Internal Markets   Conversations   External Markets
People are not just demographics anymore
to connect with them you need to understand...
                  relationships are more powerful than marketing

                                      Pownce


                               SXSW
                                       Twitter




                                               Facebook


                           Friends
                                               Imeem
                                                          Art &
                                                          Design
                   Corporate
                                  Last.FM                 Blogs
                   Marketing
Instead of slick images of what they’d like people to think they are...




                           to open so
                 companies
     People want         see them
             can really
      people
Don’t
 Why


they
hang
  Because they

on to the one
   thing they think
     they can’t live
           without
Control
They only think they are in control.
                   - Cluetrain Manifesto
Conversation
will happen
 without you
initiating them
Once companies realize this
they’ll be much better off
The rules of
Social Media

      Participation          Connections



      Conversation           Community



          Listen to your market place
It’s not just a new
      messaging channel...



Social Media and PR are cousins
 but they aren’t the same thing
What we learned from
The Cluetrain
Manifesto

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