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How to deal/work with social media

Friday 13 November 2009

The Social Citizenme, Ine

Part I


32, classic, pop, chocoladebread, culture, photographer,

last minute, Gent, no fixed line, mobile number in Belgium + Tel Aviv,

online via Skype GoogleTalk, Msn, Facebook, Twitter, dopplRkask [email protected] [email protected].

friends in Gent, Brussel, Tel Aviv, Brazil. works on the road, clients in Belgium,

webdesigner, matuvu.nu, monuments.nu, nomadz.nu

The Social Citizen


mailto:[email protected]




The Social Citizen

-is connected. doesn’t have a problem with borders.-has a link with the biggest library in the world (the internet) and knows how to ‘seek’ rather than to ‘know’-has a lot of info on different stuff, and wants communication / dialogue-has a network of people, friends, ‘mates’ and explores via his network-uses the internet and social media to obtain/maintain this dialogue


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1.0 vs 2.0<

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1.0 vs 2.0<

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< -static-1 way communication-information goes out-no dialogue


1.0 vs 2.0

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-dynamic (via easy CMSses)-dialogue, via comments


1.0 vs 2.0


1.0 vs 2.0

A hierarchical structure gets replaced by the power of the network.


1.0 vs 2.0


1.0 vs 2.0

Before: the ‘ripple’effect is there, but it’s reach is limited


1.0 vs 2.0

In the digital ‘social’ medium the ripple has a huge potential.


Facebook, MySpace, Flickr, YouTube, Del.icio.us, Twitter, are just a few of the many social networking sites where the active consumer interacts. Add to this all the blogs and forums and you have what former Microsoft technical evangelist Robert Scoble calls “the Social Media Starfish.”

Place for interaction

Social Media Starfish


2.0 is a logical evolution of 1.0It has many advantages:

-Potential of Social Citizen (Ni-Chan Paradox)-Power of the network (f.e. Wikipedia.org)-Direct communication

But it also has dangers (see partII)

Use with caution

2.0


Web 2.0 as ‘the interactive web’ is probably here to stay.But it will further evolve into 3.0.3.0 is said to be the ‘mobile’ evolution. And it is already happening.People post/blog/facebook/twitter from their mobile phone. Search for information on their mobile device.

Right here, right now

3.0?


Protect the social citizenFrom itself

Part II


Not everybody is using the given freedom in a good way

Be aware

Use with caution


Use with caution


Use with caution

“I don’t mind the firing, I am willing to let parliament decide if the trip to NY was justified or not, but it is the lying about

having made the phone call that has me angry.”


Use with caution


Use with caution

“A digital camera is a common possession among soldiers. Where once photographing war was the province of

photojournalists, now the soldiers themselves are all photographers -- recording their war, their fun, their

observations of what they find picturesque, their atrocities -- and swapping images among themselves and e-mailing

them around the globe.”

Regarding the torture of others, Susan Sontag http://www.nytimes.com/2004/05/23/magazine/23PRISONS.html?pagewanted=1


http://www.nytimes.com/2004/05/23/magazine/23PRISONS.html?pagewanted=1


Use with caution

“[T]hey just brought a CART full of boxes w/transplant parts in them. Not good not good. #fthoodOk we just saw a soldier on a stretcher w/2 armed guards walking by He didnt look like he was in great condition.Maj Malik A Hassan. He shouldn’t have died. He should be in the worst suffering of his life. It’s too fair for him to just die. Bastard!A FUCKING MAJOR? Are you kidding me? A MAJ! For those of ut hat don’t know, Army MAJ have pretty serious rank. DickSomeone just started shooting in Commanche 4 which is on post housing. What are these people thinking?!?The poor guy that got shot in the balls http://twitpic.com/oejh5”

Regarding the torture of others, Susan Sontag http://www.techcrunch.com/2009/11/07/nsfw-after-fort-hood-another-example-of-how-citizen-journalists-cant-handle-the-

truth/


http://twitpic.com/oejh5

http://twitpic.com/oejh5





Use with cautionTips to stay safe online

When everybody is a blogger, nothing you say is off the record




1/ Would your mother blush?






1/ Would your mother blush?2/ Don’t trust your friend (even your partner)






1/ Would your mother blush?2/ Don’t trust your friend (even your partner)3/ Use the privacy settings of social software


http://www.facebook.com/help.php?page=839&hloc=en_US










Use with caution

Small Workshop on Facebook on security settings


Use with caution


Use with caution

Teach this to everyone you know!


Use with caution

And even then...


Use with caution

Don’t trust your trusted network in being your ‘friend’


Use with caution

Never post stuff that you think might be tricky afterwards


Engage the social citizenInside

Part III


Basic idea“The Internet is the first thing that humanity has built that humanity doesn’t understand, the largest experiment in anarchy that we have ever had.”

“Companies don’t control the conversation any more” Rupert Murdoch

No control


AttentionWe must learn that social media is a trading game.The users currency is attention.This can be traded for values, information and entertainment, amongst others.But like any other medium format, unless brands learn the game quickly, some will misinterpret such social media with disappointing results as the likely outcome.

Push Pull Participation> >


ChallengeMarketing has not kept up with the radical changes in media.Users often expect more than what they’re offered.

While social media offers perfect opportunities,there is a need for Social Glue.

Social media users interact to find friendship, and friendship requires that you have something interesting to bring to the conversation, that you show respect, and you don’t spam them. A friend remembers you and what you stand for.Brands must do the same.

Brands must respect


Wisdom of CrowdsSocial media can be defined as the democratization of information. The users becomes a publisher.This represents a fundamental shift for marketeers:From a broadcast mechanism towards a many-to-many model, rooted in conversations and interactions.

This means that the outcome can no longer be dictated.Traditional ways of dealing with the consumer is no longer working.

Users = Broadcasters


Bond

People are social beings, they want to communicate, they like to share information and experience and they like to share it with the world.

For a better outcome, give your audience credit for their intelligence, invite them in, in short: Bond with your target groups, intrigue them, get them involved.Don’t be shallow. Add value. Show them your love.

Value


Ways

-Create a Speaker’s Corner -Offer something meaningful-Don’t be an island-Self criticism and evaluation is a must-Evolve during the project (don’t be afraid to change. the web is an ongoing process)-Stimulate users input-Communicate as a person

Things to take into account


Connect

Things to take into account

Project

Hub

Environment

BlogsFacebookNetlogMyspace < >

YouTubeBannerPR (articles newspaper)DeliciousDistribution

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RulesThere is no golden rule for captivating online audiences, no magic spell for harnessing user loyalty, making them like you, and persuading them to act as enthusiastic brand advocates. But, just as traditional marketing has spent decades perfecting its operating models and measuring its effectiveness, online marketing must attain maturity by undergoing a methodical process of development.

No magic


Rules-Introduce your brand where it is relevant. -Start by building relations, rethinking the character of your brand and examining how it is perceived within its marketplace. -Carefully consider what your contribution to the community is -Be able to distribute it to the right people, at the right time, and in the right way.

No magic


Key-Outstanding story (funny provocative, subversive, ...) . -Stickiness (fresh and original, never seen before)-Relevant (subtle and entertaining).-Portable (easy to share online and to pass on. F.e. video)-Shareability -Timely -Content (don’t waste time, make sure the point is there)-Depth (Add more layers, don’t be obvious)

No magic


Example

possibilities for .mil


old fashioned

.mil


old fashioned

.mil


clear but a bit boring

.mil


nice images, nice structure

.mil


1 step beyond: twitter + youtube + facebook

.mil



.mil



.mil


2 steps beyond: blogging

.mil


3 steps beyond: game

.mil


way to go: sweden: sober site, all info

.mil


way to go: sweden social media, mobile version, youtube channel

.mil


way to go: swedenyoutube recruit movies

.mil

http://www.youtube.com/watch?v=J-Oab6nvJuE

http://www.youtube.com/watch?v=yhgWtEuwzl0

http://www.youtube.com/watch?v=oaaW4gyi2s8

http://www.youtube.com/watch?v=Ie-TzLrl6V4

http://www.youtube.com/watch?v=zWqT8Rljt_8
















way to go: swedenrecruit game

.mil


way to go: swedenrecruit game

.mil

http://rekryt.mil.se/insatsnu/

http://rekryt.mil.se/recruitment2009/

http://rekryt.mil.se/tm1/

http://aspirant.nu/

http://www.officer.nu/








http://aspirant.nu

http://aspirant.nu

http://www.officer.nu

http://www.officer.nu

Opportunities for .mil

- twitter > useful tool for announcing certain things, like nightly excercises- facebook > instead of focussing on the negative news, start gathering fans, and report on positive events (airshows, events, ...) give people a place to find this ‘side’information- youtube > .mil might not have sufficient funds to do stuff like the american of british army, yet there are certainly possibilities to check out.

Communicate outside of the box


Opportunities for .mil

- twitter > useful tool for announcing certain things, like nightly excercises- facebook > instead of focussing on the negative news, start gathering fans, and report on positive events (airshows, events, ...) give people a place to find this ‘side’information- youtube > .mil might not have sufficient funds to do stuff like the american of british army, yet there are certainly possibilities to check out.

No magic


Getting it out

- Use web2.0 as a tool to gather feedback and better the communication with the ‘customer’- Show the people that you are doing more than only ‘the bad stuff’ - Communicate in a dialogue

No magic


Remember

Everything starts with a good campaign.


vb: Hörseltestwat: een site voor het rode kruis (http://www.horselstest.no/english/)

respons: heel snel doorgestuurd wereldwijd, ook al zijn de tools van de site miniem.


http://www.horselstest.no/english/

http://www.horselstest.no/english/

Conclusion

Marketing today is not about saying ‘hello’ and making an offer as if it was the turn of the 20th century.It is about enabling customers to never have to say goodbye.

Success will hinge on how well you are connected with your customers.

Will you always be on for them?

See you again


Questions?Shoot!


MeIne Dehandschutter

[email protected]

www.matuvu.nuwww.linkedin.com/in/matuvu

www.flickr.com/photos/matuvu




http://www.monuments.nu

http://www.monuments.nu

http://www.matuvu.nu

http://www.matuvu.nu

http://www.linkedin.com/in/matuvu




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