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Presentation on social media given at in-cosmetics Paris, on 13 April, 2010. Posted here for those at the presentation who want to download it. Won't make a huge amount of sense to anyone else, since it is designed to be presented, rather than viewed.
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• The Social Media Revolution
The Social Media Revolution
Presentation at In-cosmetics ParisApril 13, 2010
What the Social Media Revolution is all about
ANDHow it’s going to change the
world foreverAND
What you need to do about it
In 40 Minutes
But seriously
• A basic sense of what is going on• An idea of what you need to address• A look at some examples from the
beauty and cosmetics sector
Social mediais not
Nor is it ...
Social media is not
Nor is it ...
Social media is not
Nor is it ...
Social media is not
Nor is it ...
Social media is not
Nor is it ...
or anythingwith a logo
like this
“Social media is not about blogging, or wikis, or RSS or any of that sort of
stuff. It’s about how you use listening and coalescing the
conversations that are going on to inform everything you are doing...
“...It powers the fundamentals of the business – it changes everything”
There is no point in...
A Strategy
There is no point in...
A Strategy
There is no point in...
A Strategy
In the same way as ...
A Strategy
In the same way as ...
A Strategy
In the same way as ...
A Strategy
Understand the principlesSeparation
Information Means of distribution
A brief history of information
A brief history of information
Welcome to the post-Gutenberg World
Mass information distribution costs nothing
Everyone has the tools
Content has been liberated
Answers to a problem which no longer exists
Marketing = the art of reduction
Advertising man
Web designer
A 30 second, one-to-many mass message
The King of MarketingBrand Proposition XVI
The end of the brand proposition and a return to
the world of storytelling
More on this later ...
Old fashioned digital marketing
The world of social media
Incidentally ...
Never take advice on social media from:•advertising agency•media agency•digital agency
Incidentally ...
Never take advice on social media from:•advertising agency•media agency•digital agency
They o
nly ma
ke
walled
garde
ns,
they c
an’t s
ell
flower
s
What’s going on out there?
Not a world of information
It’s a world of connection and action
The challenge:Get the connected
crowd to support what you do, rather than replace what you do
Death by 10,000 niches
It’s about how you use listening and coalescing the conversations
that are going on
What to listen to and coalesce
CONVERSATION
CONTENT
COMMUNITY
We like what you do
We don’t like what you do
Who are you, what do you do
Here’s how to make it better
Conversation
• Its the conversation ‘they’ want to have with you (or are already having about you)
• In the places / spaces they want to have it
A real time, desktop, monitoring tool that is tuned to the specific conversations you
need to know about
Having something to talk about
What next?
Content
How we used to do it
Content warehouse• Tells people what you are up to• Contains the answers to all the
questions a customer might have• Brings your story to life
Content warehouse
Content hub: a digital launch pad
Community• It usually better to support communities
consumers have already built• Think very carefully before you build
your own• If you do – keep it small and focused• Never rent space in someone else’s
community
The Great Digital Cosmetics Show
A website is like an expensive trade show stand – with no-
one there to talk to
First point of digital contact
Do you currently use Olay Facial Moisturiser to stop the 7 Signs of Aging?
Its the weekend - any great plans?!
For all you Olay fans, how often do you check your Facebook per day?
2/10
No score
2/10
8/10
Let them eat Twitter
You
Separation
Mass brand Mass audience
How to do social media
CONVERSATION
CONTENT
COMMUNITY
We like what you do
We don’t like what you do
Who are you, what do you do
Here’s how to make it better
• The Social Media Revolution
The Social Media Revolution
