View
551
Download
1
Category
Preview:
DESCRIPTION
Paul Gillin's presentation for Knight Digital Media
Citation preview
Social Networks: New Architecture of the Web
Paul GillinPoynter/NewsU Webinar
April 14, 2009
New Media Rules
Mainstream media is downsizing
New voices are gaining influence
Citizens are becoming publishers
You must meet them on their turf
Speed trumps quality
Small is the new big
Traditional communications
New reality
The Numbers
Active blogs on the Internet: 25-40 million Social networks: 2,900 Social network service providers: >100 Active Facebook members: 175 million Corporations with social media campaigns:
>300 Photos on Flickr: 3 billion Daily Twitter messages: 6 million Pres. Obama’s Facebook friends: 5.9 million
The Many Arms of Social Media
Cost to user = $0
Whom Do Consumers Trust?
26%
34%
49%
54%
56%
60%
61%
63%
78%
B anner ads
S earch ads
S ponsorships
R adio
TV/magaz ine
B rand s ites
B logs
C hat/discuss ion comments
O ther consumers
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
Niche markets are:
•Knowledgeable
•Engaged
•Responsive
•Helpful
•Spenders
Ready-Made Markets
How We Share InfluencePRE 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
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 BLOGGERSEDITORS
JOURNALISTS
CONSUMERS
Essential Elements
Profile Friends
Groups
New Concepts
Friend Friend in
Common Follower Profile Group News Feed
Poke Wall Connection Answer App Hash tag
The New Newspaper?
New Kids On The Block
Cultural Norms of Social Media
“Transparency” Conversation Individual Courteous Sharing Attribution Suspicion of marketers
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 ContentBy contributing to the body of knowledge, members gain insights they couldn’t learn from experts alone
Personal finance Travel planning Local services
Language educationTravel planning How-to video
A Case Study: Motrin Moms
The “Mom Response”
More than 15,000 tweets More than 400 media stories And 3,500 blog entries And then there’s YouTube…
Courtesy Digitas
Mass Media Pickup
Courtesy Digitas
Online Activity Spikes
Courtesy Digitas
New Realities
Networks connect at gut level
News spreads with astonishing speed
New trusted brands emerging
Action is in micro communities
Sharing and linking are essential
Filtering and aggregation are opportunities
Thank you!
Paul Gillin
508-202-9807
paul@gillin.com
www.gillin.com
Available on Amazon or from ww.NewInfluencers.com
Coming October, 2008
Recommended