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The Future of Social Media
Stephen Waddington@waddsManaging DirectorSpeed
A changing media landscape The rise of social media A shift to participation An opportunity for the PR industry
Agenda
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1990: The birth of the Internet
ICCO Summit 2011Flickr: campuspartybrasil
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1998: Google launched
ICCO Summit 2011Screen grab: WayBackMachine
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“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.”
2000: Cluetrain Manifesto
ICCO Summit 2011
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News print challenged
ICCO Summit 2011Flickr: frontlineblogger
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Broadcast is booming
ICCO Summit 2011Flickr: jonnybaker
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Our media appetite is insatiable
ICCO Summit 2011Flickr: Locator
The rise of social media
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New influence flows
ICCO Summit 2011Source: www.philipsheldrake.com
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ICCO Summit 2011
Awareness of Facebook is 100%. More than 400m users for an average of 37 minutes
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ICCO Summit 2011
200m users on Twitter for an average of 23 minutes
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Vkontake
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Vkontake has 39% penetration in Eastern Europe
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Tuenti
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In Spain Facebook is the largest social media site followed by Tuenti
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Mobile (and location)
ICCO Summit 2011Flickr: macanudos.es
A shift to participation
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User generated content
ICCO Summit 2011Flickr: Kordian
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Radical transparency
ICCO Summit 2011Flickr: acidpolly
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Loss of control: people talk
ICCO Summit 2011Flickr: duncan
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Interplay with traditional media
ICCO Summit 2011Flickr: alinababafriend
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Reality versus expectation = conversation
ICCO Summit 2011
An opportunity for the PR industry
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Public fooled via spin
Information through communication
Public engagement via two way communication
Back to the future
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Content creation
ICCO Summit 2011Flickr: kwl
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Authenticity
ICCO Summit 2011Source: http://www.alastaircampbell.org
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Radical shift in organisational communication
ICCO Summit 2011Flickr: stewartmorris
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Engagement and participation
ICCO Summit 2011Flickr: chrisjohnbeckett
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Monitoring
ICCO Summit 2011Flickr: donsolo
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Social relationship management
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Open business
ICCO Summit 2011Flickr: donsolo
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49% integrate social media with traditional PR, across practice areas
31% rely on a dedicated social media team within the consultancy
11% rely on external partners
9% use a combination of the approaches above
An opportunity recognised
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UK search marketing worth $5.8 billion in 2010
US market worth $16.6 billion in 2010
But we’ve been here before
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54% of consultancy heads believe clients have mixed views as to which communications discipline owns social media
27% of respondents believe clients see social media communications as part of PR activity
19% feel that a majority of clients do not view such services as part of public relations
It’s time to claim our ground
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Images sourced from Flickr with thanks to: acidpolly, alinababafriend, br1dotcom, campuspartybrasil, chrisjohnbeckett, donsolo, duncan, frontlineblogger, jonnybaker, Kordian, kwl, Locator, macanudos.es, and stewartmorris.
Other images with thanks to: Alistair Campbell, Phillip Sheldrake, and WayBackMachine.
Photo credits
ICCO Summit 2011
The Future of Social Media
Stephen Waddington@waddsManaging DirectorSpeed
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