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A presentation I did for Doug Bean's class.
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• For an individual, the value is in the community
• For a brand, the value is in harnessing the community
What is a social network?
• Social media is about a change in behavior
• A convergence, where online stopped being about ‘websites’ and started being about experiences
• “Social media is having the disruptive impact that TV did. But on an accelerated timeline.”
– Eric Mower
TRADITIONAL MEDIA SOCIAL MEDIA
One way, brand speaking Two way / a conversation
Focused on the brand Focused on the consumer
Brand in control Consumer in control
Repeating the message Adapting the message
Entertaining Involving
Brand created content User created content / Co-creation
Space defined by Media Owner Space defined by Consumer
#1 Facebook
• Facebook has over 400 million members
• 50% of all Canadians have a profile!
Source: http://www.facebook.com/press/info.php?statistics
• It’s Facebook’s opinion that what people ‘like’ says something about them socially.
• And they want to connect those people
LinkedIn is a business social network.
• Used for job hunting.
• Company finding.
• It’s a networking tool
• Not based on geography.
• People create profiles in LinkedIn. They refer each other, answer questions, join groups.
• From those profiles, LinkedIn creates a picture of the company.
• LinkedIn: 67% of users saying they use their profile to “make new business or professional contacts”
• If you’re on LinkedIn, it uses profile data to create the business profile.
• People can now follow companies on LinkedIn.
•Source: Pew Internet & American Life Project Survey December ‘08
• Social bookmarking is the solution to never having to e-mail a link home.
• It’s also a way to prove smarts. I have this on my e-mail signature
• Yelp, FourSquare, Gowalla, and a myriad of other tools are essentially local mobile search engines.
• Users "check-in" at venues using text messaging or a device specific application
• Other users can see where their friends are, and what their friends think of the place they are at.
• Like a Tradeshow booth.
• When they raised their hand, (or click a link) we thought of them as buyers.
• But many are tire kickers