1. Course overview1. To recognise that there are different perspectives2. To put social media in its historical context3. To understand the difference between traditional and social4. To learn how to operate in social space5. Understanding social citizens6. Trust and conflict7. The future of traditional media?8. Applying the knowledge

2. Session 1What is the point of Facebook? 3. The aim of this session To understand the twoperspectives on socialmedia Users perspective The Wall Street perspective To expose the commercialagenda and establishedinterests behind what weare told is social media To start to understand thesocial media revolution 4. Conclusion A huge amount of bullshit being talked aboutsocial media By people who dont really understand it By people who claim to have a solution By traditional media who want to kill it By the owners of social media properties themselves There are very powerful vested interests who aretrying to shape the space and control the wayindividuals use it We are at a defining moment not just inmarketing but in society 5. My view of social media 6. Gartner Hype Cycle 7. Gartner Hype Cycle FalseArrival of Productive EngagementEngagement Intelligence 8. An example of engagement 9. 15/## 10. 16/## 11. Its differentTraditional mediaSocial media 12. Trying to make the Using an approachnew space work tothat is adapted to the old rules the new space 13. What a marketing director wantsto be told about social media It is all pretty straightforward It is just a new channel or form of media We can take our current approach and adaptit to work in this space We can outsource most of it to an agency We can do a deal with Facebook, they saythey will take care of everything 14. What a marketing director does not want to be told about social media Basically everything you know aboutmarketing wont apply in this new space You are going to have to start from scratchwith a whole new approach There are probably other people in theorganisation better placed than you to dealwith it 15. Social media doesnt do big numbers It doessmall groups 16. Possible solutionsDevise ways to addCreate newscale to social approaches thatmediadont rely on scale 17. To summarise Very few organisations understand how to usesocial media This is because: They dont want to understand it There is a huge commercial vested interestdesigned to position social media as just anotherchannel you can use to reach consumers Know one is really paying attention to howconsumers are actually using social media 18. How do you use Facebook? 19. How should a brand use Facebook? 20. How do you feel about Facebook? 21. Where do you place Facebook?High importanceMobile networkYour brand provider X X of phone Low Highengagementengagement Brand of Your choice toothpaste X X of drinkLow importance 22. How do you feel about Facebook? High importance Low Google HighrespectrespectApple Facebook Low importance 23. What is Facebook worth? Price / Earnings ratio (2013 estimated)Facebook40 xGoogle12 xApple 10 x 24. Why the sky-high valuation?950 millionusers 25. Key questions Is Facebook a form of media? How effective is it as an advertisingplatform? How valuable is its Big Data? 26. What is Facebook really worth 14000 12000 100008000Series1600040002000 0 What is costs to deliver A What it costs to deliver Facebooks revenue Revenue expectation FacebookThe Facebook (@40x multiple) 27. Will Facebook be around in 2020? 28. How do you use Twitter? 29. How should a brand use Twitter? 30. Defining the battle lines Corporations and institutions who wantsocial media to work like traditionalmedia (to create money or to preserve avested interest) Citizens or consumers using social mediato create communities and empowerthemselves 31. Wall Street unrest 32. Social media doesnt work 33. What comes next?WaveBuzz ? 34. Privacy as USP 35. Consumer spring 36. Conclusion A huge amount of bullshit being talked aboutsocial media By people who dont really understand it By people who claim to have a solution By traditional media who want to kill it By the owners of social media properties themselves There are very powerful vested interests who aretrying to shape the space and control the wayindividuals use it We are at a defining moment not just inmarketing but in society