The document discusses social media and why companies should care about it. It notes that social media allows for two-way conversations between brands and customers rather than one-way broadcasting. It also points out that people are shifting from passive audiences to active communities and that companies have lost some control over their brands in social media, so they need to focus on customer service and empowering customers. The document recommends that companies support employees in social media use, address customer problems in social media, create forums for customer help, and be prepared for the unpredictable nature of social interactions online.

1. SOCIAL MEDIA
WHY SHOULD YOU CARE?
June 2010!
September 2009
Tomi Tontti I Frantic
tomi.tontti@frantic.com I www.frantic.com
Photo by Matt Hamm:
http://www.flickr.com/photos/matthamm/2945559128/

2. A few of our clients:

3. Today we’ll be pondering…
• What is social media?
• Why social media matters?
• What kind of consumer trends derive from social media?
• How should companies react?
• What are the threats and possibilities of social media?
• How to succeed in social media?
Page

4. 1 2 3 4
WHAT IS SOCIAL MEDIA?
Photo by transCam:
http://www.flickr.com/photos/transkamp/54371294/

5. What is social media? 1 2 3 4
SOCIAL MEDIA IS LIKE TEEN SEX?
Photo by Zellaby:
http://www.flickr.com/photos/toymaster/1440286370/sizes/o/

6. What is social media? 1 2 3 4
SOCIAL MEDIA IS LIKE TEEN SEX?
FUNNY WHEN HEARD
FOR THE FIRST TIME, BUT
SHALLOW
AS A KIDDIEPOOL.
FORGET THAT.
Photo by Zellaby:
http://www.flickr.com/photos/toymaster/1440286370/sizes/o/

7. What is social media? 1 2 3 4
According to Wikipedia…
• ”Social media supports the human need for social
interaction with technology, transforming broadcast
media monologues (one to many) into social media
dialogues (many to many)...”
• … ” It supports the democratization of knowledge
and information, transforming people from content
consumers into content producers.”
Note, that companies shouldn’t see
social media as just dialogues between
customers, but as dialogues between
the brand and persons.
Page

8. What is social media? 1 2 3 4
Instead of old model…
… where the brand is broadcasting to the consumers…
THE
BRAND
CONSUMER CONSUMER
CONSUMER
CONSUMER CONSUMER
CONSUMER
CONSUMER CONSUMER
CONSUMER
Page

9. What is social media? 1 2 3 4
… the social media is like this…
1. Shift from one dimensional passive consumers into
multidimensional active persons.
USER
MEMBER
of community PRODUCER
PERSON
CONSUMER CUSTOMER
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10. What is social media? 1 2 3 4
… and like this.
1. Shift from one dimensional passive consumers into
multidimensional active persons.
2. Shift from broadcast media monologues into social
media dialogues
PERSON
PERSON
PERSON
THE
BRAND PERSON
PERSON PERSON
PERSON PERSON
Page
PERSON

11. What is social media? 1 2 3 4
In practice we’re talking about…
• Social networking sites (Facebook, LinkedIn, Ning, Bebo…)
• Blogs (WordPress, Blogger, TypePad, LiveJournal, Vuodatus…)
• Microblogging (Twitter, Tumblr, Brightkite, Qaiku, Facebook
statuses…)
• Social bookmarking (Delicious, Digg…)
• Media sharing & streaming (Flickr, YouTube, Vimeo, Qik,
Livestream…)
• Wikis, Review sites, Virtual worlds, Online
gaming, Podcasts, Event sites etc. etc.
+ a endless amount of mashups & other stuff
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12. 1 2 3 4
WHY SOCIAL MEDIA MATTERS?
Photo by by birgerking:
http://www.flickr.com/photos/birgerking/3145391821/

13. Why social media matters? 1 2 3 4
24 hours of video material updated to YouTube every minute (June 2010)
Photo by by Auntie P:
http://www.flickr.com/photos/auntiep/3708440426/

14. Why social media matters? 1 2 3 4
9 250 000 articles available on Wikipedia (May 2010)
Photo by quartermane:
http://www.flickr.com/photos/mikeeperez/2453225588/

15. Why social media matters? 1 2 3 4
4 000 000 000 photos archived on Flickr (Dec 2009)
Photo by m!les:
http://www.flickr.com/photos/awayken/90943453/

16. Why social media matters? 1 2 3 4
50 000 000 tweets per day on Twitter (Feb 2010)
Photo by carrotcreative:
http://www.flickr.com/photos/carrotcreative/2511539541/

17. Why social media matters? 1 2 3 4
200 000 000 users each day visiting Facebook (June 2010)
Photo by tacoekkel:
http://www.flickr.com/photos/tacoekkel/3822261953/

18. Why social media matters? 1 2 3 4
200 000 000 users each day visiting Facebook (June 2010)
100 000 000 users access Facebook through mobile devices (June 2010)
Photo by jeffwilcox:
http://www.flickr.com/photos/jeffwilcox/2658210968/

19. Why social media matters? 1 2 3 4
200 000 000 users each day visiting Facebook (June 2010)
100 000 000 users access Facebook through mobile devices (June 2010)
25 000 000 000 pieces of content shared monthly on Facebook (June 2010)
Photo by smileham:
http://www.flickr.com/photos/smileham/3387867021/

20. Why social media matters? 1 2 3 4
24 hours of video material updated to YouTube every minute (June 2010)
BUT ALL THESE
9 250 000 articles available on Wikipedia (May 2010)
4 000 000 000 photos archived on Flickr (Dec 2009)
NUMBERS ARE
50 000 000 tweets per day on Twitter (Feb 2010)
IRRELEVANT.
200 000 000 users each day visiting Facebook (June 2010)
100 000 000 users access Facebook through mobile devices (June 2010)
25 000 000 000 pieces of content shared monthly on Facebook (June 2010)
FORGET THEM.

21. Why social media matters? 1 2 3 4
INSTEAD, LET’S
24 hours of video material updated to YouTube every minute (June 2010)
9 250 000 articles available on Wikipedia (May 2010)
4 000 000 000 photos OF THE
THINK archived on Flickr (Dec 2009)
50 000 000 tweets per day on Twitter (Feb 2010)
MEANING
200 000 000 users each day visiting Facebook (June 2010)
100 000 000 users access Facebook through mobile devices (June 2010)
OF THIS ALL.
25 000 000 000 pieces of content shared monthly on Facebook (June 2010)

22. Why social media matters? 1 2 3 4
Networked way becomes natural way
• As social media becomes customary way of
communicating and participating, it will inevitably
reshape the way we see the world.
PERSON
PERSON
PERSON
THE
BRAND PERSON
PERSON PERSON
PERSON PERSON
Page
PERSON

23. Why social media matters? 1 2 3 4
From fragmented audiences
to fragmented communities
• People will consider themselves as part of
communities, rather than part of audiences.
• People don’t want to be treated like
audiences anymore
• Passive media consumption will exist USER
(it may be popular even), but people
want to make the choice of their
activity level themselves MEMBER
of community PRODUCER
• What are communities
organized around? PERSON
I. Shared values
II. Shared interests CONSUMER CUSTOMER
III. Shared beliefs
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24. Why social media matters? 1 2 3 4
" Got a good customer experience
" Got a bad customer experience
Photo by RightIndex:
http://www.flickr.com/photos/leomei/2651904068/

25. Why social media matters? 1 2 3 4
" Got a good customer experience
" Got a bad customer experience
Photo by RightIndex:
http://www.flickr.com/photos/leomei/2651904068/

26. Why social media matters? 1 2 3 4
Losing of control
• Companies have already lost control
over their brands and
communications around them –
or at least they will!
• You’re on mercy of your
customers, so take
good care of them.
Photo by Just kronis!:
http://www.flickr.com/photos/kronis/3465297614/

27. Why social media matters? 1 2 3 4
Losing of control
• Example 1:
• The largest cable operator in the United
States, providing cable television,
broadband Internet, and telephone
service to both residential and
commercial customers – Wikipedia
Photo by Just kronis!:
http://www.flickr.com/photos/kronis/3465297614/

28. Why social media matters? 1 2 3 4
Losing of control
• Example 1:
• The largest cable operator in the United
States, providing cable television,
broadband Internet, and telephone
service to both residential and
commercial customers – Wikipedia
I wonder
what’s that all
about?
Photo by Just kronis!:
http://www.flickr.com/photos/kronis/3465297614/

29. Why social media matters? 1 2 3 4
Losing of control
• Example 1:
• The largest cable operator in the United
States, providing cable television,
broadband Internet, and telephone
service to both residential and
commercial customers – Wikipedia
Photo by Just kronis!:
http://www.flickr.com/photos/kronis/3465297614/

30. Why social media matters? 1 2 3 4
Losing of control
• Losing control don’t mean you
couldn’t affect it at all.
• It’s better to be in Social Media
before you have crisis
Photo by Just kronis!:
http://www.flickr.com/photos/kronis/3465297614/

31. Why social media matters? 1 2 3 4
Key people are outside looking in
• Customers are company’s best (or worst)
spokesmen
• Shift from management to ”fanagement”
• All efforts should be addressed to
empowering clients instead of brand
controlling
• Make people your marketers and co-
producers
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32. Why social media matters? 1 2 3 4
Sincerity & openness pay back
• Authenticity and enthusiasm are appreciated.
• Honest 2-way communications will be expected
even from companies
• You can’t afford getting a reputation of being
a phoney.
• Nothing to fear in being open
• Brands and people aren’t separate anymore
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33. Why social media matters? 1 2 3 4
Empower people – they’ll return the favor
• Ask not how you can make benefit for your
company – ask how you can make benefit for
your customers
• Future of marketing will be about doing
things with and for people = COLLABORATIVE
• Facilitation will lead to engagement
” The best way to get people to do stuff with you, is
to first join them in what they are doing!”
– Paul Isakson
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34. 1 2 3 4
WHAT TO DO?
Photo by djking:
http://www.flickr.com/photos/djking/3244795479/

35. What to do? 1 2 3 4
Photo by Jeff Sandquist:
http://www.flickr.com/photos/jeffsand/1133352230/

36. What to do? 1 2 3 4
Photo by Isaac Leedom:
http://www.flickr.com/photos/risus_in_silva/1424133440/

37. What to do? 1 2 3 4
Photo by Jacob Bøtter:
http://www.flickr.com/photos/jakecaptive/49915119/

38. What to do? 1 2 3 4
• Bring your customer service into social media
• Track customers in problems and offer help
• Create a forum where customers can help each others
• DON’T leave them all by themselves though!
Photo by lamont_cranston:
http://www.flickr.com/photos/theshadowknows/2995004692/

39. What to do? 1 2 3 4
• Support your employees - arrange social media training,
resources and create an explicit & simple social media policy
• Communicate your expectations, teach best practices and inform how
social activity contributes to organizational goals
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40. 1 2 3 4
HOW TO BOWL A STRIKE?
Photo by djking:
http://www.flickr.com/photos/djking/3244795479/

41. How to do it in Social Media? 1 2 3 4
Photo by willposh:
http://www.flickr.com/photos/willposh/459447453/

42. How to do it in Social Media? 1 2 3 4
Photo by Akuppa:
http://www.flickr.com/photos/90664717@N00/28225950/

43. How to do it in Social Media? 1 2 3 4
People are more loyal and more merciful to
other people than they are to faceless
organizations.
Photo by amanky:
http://www.flickr.com/photos/amanky/21541029/

44. How to do it in Social Media? 1 2 3 4
Photo by Oh mon héros [Aka Suleiman Poher]:
http://www.flickr.com/photos/86778817@N00/94049570/

45. How to do it in Social Media? 1 2 3 4
Photo by redjar:
http://www.flickr.com/photos/redjar/136165399/

46. How to do it in Social Media? 1 2 3 4
+ BE PREPARED FOR THE UNEXPECTED
Social web is powered by people.
Other people. People that are messy,
clever, funny and rude. Clueless
people and genious people.
Hence, be ready for
unpredictable
scenarios.
Photo by jcoterhals:
http://www.flickr.com/photos/oter/2767051035/

47. How to do it in Social Media? 1 2 3 4

48. Tomi Tontti I Frantic
tomi.tontti@frantic.com I www.frantic.com

49. Sources & stuff about the matter…
What's Next (2009) UBA 60 Edition Social Media: It’s Not What You…
by Paul Isakson by Paul Isakson
Social Business By Design The Future of Advertising. WTF?
by David Armano by David Armano
What The Fuck Is Social Media Marketing & Social Media
by Kıvanç Önder by Richard Giles