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Social media beyond the hypeBridging the generational digital gap
Fernando ZarurHead of online (acting)[email protected]
WWF online presence
● Panda.org: ~500,000 visits per month;
● Facebook/wwf: +740,000 fans;
● Twitter/wwf: +470,000 followers;
● YouTube/wwf: +2,800,000 channel views;
● Email (advocacy): ~150,000 emails.
© Galt Museum & Archives
Social media beyond the hype
~1440 - Gutenberg's printing press
A single Renaissance printing press could produce 3,600 pages/day, compared to 40 by hand-printing and a few by hand-copying
New media technology offered:
● lower production costs;
● drastically faster data output and dissemination;
● simple and accessible information storage;
● easy copying and sharing.
More people had access to the means of production and dissemination of information
By the year 1500:
● 1000 printing presses were in operation in Western Europe and had produced 8 million books
© Galt Museum & Archives
The Ninety-Five Theses
© Galt Museum & Archives
The Reformation was a media revolution
● From 1518 to 1520, in two years, in Germany alone Luther's ideas were distributed in 300,000 printed copies;
● In 1530 over 10,000 publications are known, with a total of ten million copies;
Other consequences:
● social,religious and educational revolution;
● establishment of a community of scientists who could easily communicate their discoveries;
● authorship was suddenly important and the first copyright laws were passed;
● led to the issuing of the first newspapers;
● easy data copying and sharing;
● laid the material basis for the modern knowledge-based economy;
● rise of nationalism;
The common denominator between Tim Berners-Lee invention and Gutenberg's is that both promoted
mainstream access to the means of production and dissemination of information.
First HTML web page published by Timer Berners-Lee in 1989
"When we change the way we communicate, we change society"Clay Shirky
Tahrir Square, Egypt
“Digital networks are increasing the fluidity of all media. The old choice between one-way public media (like books and movies) and two-way private media (like the phone) has now expanded to include a third option: two-way media that operates on a scale from private to public.”
Clay Shirky (Here Comes Everybody: The Power of Organizing Without Organizations)
Wall Street, USA
The Internet is a 16 year old teenager!
Generation gap antidotes:
1. Give it strategic importance
"Where customers spend their time is where you build your brand. (...) For an increasing number of customers, you are your website [and your social media channels]. It's about time senior management woke up to that fact."
Gerry McGovern (gerrymcgovern.com)
Generation gap antidotes:
2. Get the right people and team structures
● Integrative communications thinking;● At ease with social technologies;● Know how to combine the old with the new; ● Envision how technologies can create value;● Lean collaboration skills;● Use social technologies to detect emerging
opportunities or threats and respond to them;Patrick Spenner, Why You Need a New-Media “Ringmaster” (HBR 2010)
Generation gap antidotes:
3. Invest and experiment
"Up to 90% of spend goes to advertising and retail promotions. Yet the single most powerful impetus to buy is often someone else's advocacy".
David Edelman (McKinsey & Company’s Global Digital Marketing Strategy)
It is less about YOU... ...and more about THEM:
© Galt Museum & Archives
It's about engagement and relationship.
"(...) What if you could figure out how to use the Internet to empower the people who like you, who respect you, who have a vested interest in your success? I call this group of people—your friends and prospects and customers who are willing to do this—your fan club."
Seth Godin
Empower your supporters
"Listen" more, "shout" less
"Traditional marketing is about getting attention. But web marketing is about paying attention."
Gerry McGovern
...be open and participate in the conversation
© Galt Museum & Archives
New media is just a tool, not an end goal...
Core rules of communication still apply! Don't throw away what you know, but humble to adapt and learn.
