Presentation on Social Media for GMAC (The Graduate Admission Council)

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What is social media?Antony Mayfield


I. Definitions and examples


Defining social media is hard


What is social media?

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Definition

Social media is the use of electronic and Internet tools for the purpose of sharing and discussing information and experiences with other human beings.The term most often refers to activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio.


What is social media?Format types:

•Blogs

•Wikis

•Podcasts

•Forums

•Content communities

•Social networks

•Micro-blogging

Characteristics:

• Participation

• Openness

• Conversation

• Community

• Connectedness


Engines of social media

hyperlinks


Blogs• Massively versatile

publishing platform• Link-culture • Comments• Subscriptions


Wikis• Anyone with permssion

can edit the website.• Great collaboration

tools. • Wikipedia one of the

foremost websites in the world.


Podcasts• Video and audio • Internally can help

share meeting / training content

• Use same RSS distribution as blogs


Forums• Most mature of

social media formats in UK

• On every topic imaginable

• Easy to use...


Content communities• Sharing content is

focus of community• Complex subcultures

emerge


Social networks• Closed networks • Combine many social

tools • Think of them as

networks rather than a single community


Micro-blogging• Twitter• Yammer• Ambient intimacy


Friendfeed


Virtual worlds• Second Life• Lively • Brands: LEGO • Honourable

mention: World of Warcraft


Use of blogs

• Dell: blogs defining strategy

• HBS: professors

• London Business School: students


Dell: not just about blogs

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“Customers really are in control—and it's okay.”

Lionel Menchaca

“Social media is the most important thing we do today in marketing”

Dell credited its blog with helping it deal with the communications crisis around faulty batteries

• Developed a values-led approach.

• Evolved blogs and community spaces

• Rapidly became part of the company’s business strategy


OU / Open Learn• Trying out different

SNs• OU Facebook apps• Fan page• Blogs


Open source content

• MITSloan: Open courseware

• Open University: OpenLearn

• IP: What business are business schools in?


II Context and developing your strategy


Don’t be led by the technology


Find and follow the people


Context I: revolution

23


Context 2: a network of experiences

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Sophisticated, social behaviours

Image: ForresterImage: Ross Mayfield

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Google: reputation management system26


• Available content limited by space, bandwidth and distribution network

• Power and influence lies with owners of distribution infrastructure.

• Brands buy attention through advertising in channel media or affecting editorial through PR.

Channel media Open networks

• Superabundance of content created by traditional media, brands and individuals.

• Networks become marketplaces where attention is competed for. Search engines and social media are the arbiters of success.

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Impact horizons

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What has really changed?• Scale

• Speed

• Geography

• Longevity

• Interaction

• Attention is earned not bought

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Rules of engagement

1.Understand your networks

2. Be useful to your networks

3. Be live in your networks

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Understanding• Ban assumptions

• Cartography & anthropology

• What are the rules of the group

• How is status accorded

• How do they connect, relate, transact with other groups

• Internal and external blurred

• 32


Being useful• What have I got, that people

might need?

• Can we add to the network?

• Can I make content in a more useful way?

• Shareable, findable, portable, useful things at the point of need...

33


Being live• Things change too quickly not to

be present

• Listening is being social

• Understanding how to change tack, make the most of opportunities

• Listening to on- and off-site data

• Stories and numbers

34


Making content useful

35


Being useful


What is Social Media? translated into Chinese

38


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Thank you

Antony [email protected]

39

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