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Cheap, Fast, and Out of Control

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The document discusses the rise of social media and its impact on communication and brands. It notes that social media has given consumers more control over brands by allowing them to easily spread information. It also discusses how social media has facilitated more two-way and real-time conversations between organizations and individuals by allowing people to publicly interact through sharing content and comments. The document traces some of the major developments in social media technologies over time that have increasingly enabled more open and participatory communications.

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1 September 23, 2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
1 Cheap, Fast, and Out of Control Social Media, Memes, and the Joys of Giving Up Control of Brands September 23, 2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
2 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
3 August 15, 1971 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
4 The 7 Trends Changing Everything 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
5 The consumer is in control 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
6 Atoms to Bits 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
7 Real-time to My time Mommy, why cant I pause the TV? 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
8 The end of centralization 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
9 The future is always on 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
10 The end of the desktop 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
11 Welcom e to the global convers ation 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
Prospect Broadcast Media Telemarketing Mobile Web Social Media Email Direct Print Mail 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
13 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
14 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
connections 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
16 What is social media 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
17 Marshal McLuhan The medium is the message. Media: a technology that affects society not by its content but by its characteristics. 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
18 no content... ...but has social effect 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
19 media Sender information or data Receiver 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
19 mass media Receiver or data tion rma info Sender information or data Receiver info rma tion or d ata Receiver 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
20 social: the interaction of humans with other humans media: technology used to store and deliver information or data 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
21 social media Participant or data n rm atio info Participant information or data Participant infor mati on o r dat a Participant 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
22 Social Media: technologies that facilitate interactions between humans using information or data. 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
23 Social Media: technologies that facilitate conversations 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
24 A (somewhat incomplete) Timeline of Social Media not to scale USENET 1979 listserv Napster 鍖ickr 1986 1999 2004 pneumatic post 1865 SecondLife 2003 postal service Persia, 550BC The Palace radio ARPANET Wikipedia 1994 twitter 1891 1969 2001 The WELL Facebook 2006 1985 Friendster 2003 2002 @ MySpace YouTube email Third Voice 2003 2005 1966 BBS IRC 1999 1978 1988 telephone del.icio.us ~1890 2003 telegraph France, 1792 MUD1 Blogger 1978 1999 CompuServe MoveOn 1969 1998 digg epinions 2004 1999 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
25 Social Media & Communication 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
26 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
27 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
29 source: http://belanger.wordpress.com/2007/06/28/the-ebb-and-鍖ow-of-social-networking/ 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
30 source: Annenberg School Digital Futures Report 2007 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
31 The point: 犢 Theyre connected all the time 犢 They like to talk 犢 News spreads faster than ever 犢 They consume and create 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
31 The point: 犢 Theyre connected all the time 犢 They like to talk 犢 News spreads faster than ever 犢 They consume and create 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
32 Multi-channel communicators Source: Paul Adams http://www.slideshare.net/padday 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
33 HOWEVER... 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
34 Ages of Mobile Social Media Users 13-17 : 7% 18-24 : 16% 25-34 : 34% 35-54 : 36% 55-64 : 5% 65+ : 2% source: Nielsen, December 2009 Facebook: Its not the kids 400 Million Active Users 50% over 35 26.8 under 24 Older users stay longer source: New York Times, March 2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
35 How memes get made 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
36 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
37 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
38 Memes 犢 units of cultural information 犢 cultural evolution or cultural diffusion ins wk e 犢 subject to natural selection Da en ard sh G R ich el鍖 犢 variation Th e S 1976 犢 competition 犢 mutation 犢 its not survival of the 鍖ttest, its survival of fastest (those best able to spread) 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
39 Viral Transmission Virus Virus Host Virus Virus 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
40 TB Transmission 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
41 High School Dating 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
42 Graph of The Internet 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
43 The Tipping Point 犢 Hubs Malcolm Gladwell 犢 Superconnectors 犢 In鍖uentials 犢 Viral media based on the theory that a few important people in a network can accelerate transmission and acceptance of an idea. 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
44 One-to-one Duncan Watts 犢 Memes take hold because culture is ready 犢 Six degrees of separation true, but connectors not important 犢 People in鍖uence others around them 犢 Anybody is just as likely to launch a trend as anyone else 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
45 Source: Paul Adams http://www.slideshare.net/padday 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
46 Source: Paul Adams http://www.slideshare.net/padday 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
47 vs. 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
47 vs. 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
48 Out of control 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
48 Out of control 犢 You cant control this. Period. Get over it. 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
48 Out of control 犢 You cant control this. Period. Get over it. 犢 Its about what you say about yourself and what they say about you. 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
48 Out of control 犢 You cant control this. Period. Get over it. 犢 Its about what you say about yourself and what they say about you. 犢 Cognitive Dissonance is bad...unless youre doing it on purpose. 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
48 Out of control 犢 You cant control this. Period. Get over it. 犢 Its about what you say about yourself and what they say about you. 犢 Cognitive Dissonance is bad...unless youre doing it on purpose. 犢 The good news/bad news: more media = less attention 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
48 Out of control 犢 You cant control this. Period. Get over it. 犢 Its about what you say about yourself and what they say about you. 犢 Cognitive Dissonance is bad...unless youre doing it on purpose. 犢 The good news/bad news: more media = less attention 犢 Stop thinking linearly: think play (or, if you have to talk to your boss, call it testing or experimenting) 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
49 8,750,033 views Doing it right 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
50 Doing it wrong... 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
51 ...then again... 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
52 (but recent research indicates only 15% of viral media passed on) 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media 犢 Surprise 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media 犢 Surprise 犢 Sex 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media 犢 Surprise 犢 Sex 犢 Destruction 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media 犢 Surprise 犢 Sex 犢 Destruction 犢 Music 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media 犢 Surprise 犢 Sex 犢 Destruction 犢 Music 犢 Wonder 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media 犢 Surprise 犢 Sex 犢 Destruction 犢 Music 犢 Wonder 犢 Connection 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media 犢 Surprise 犢 Sex 犢 Destruction 犢 Music 犢 Wonder 犢 Connection 犢 Irony 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media 犢 Surprise 犢 Sex 犢 Destruction 犢 Music 犢 Wonder 犢 Connection 犢 Irony 犢 Secrets 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media 犢 Surprise 犢 Sex 犢 Destruction 犢 Music 犢 Wonder 犢 Connection 犢 Irony 犢 Secrets 犢 Spectacle 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media 犢 Surprise 犢 Sex 犢 Destruction 犢 Music 犢 Wonder 犢 Connection 犢 Irony 犢 Secrets 犢 Spectacle 犢 Kindness 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
54 Online Brand Management 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
55 fries! 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
56 brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
56 Institution brand Constituents 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
57 Reputation = Brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
58 The brand doesnt make the company, the company makes the brand. 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
59 The Communications Ecosystem 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
60 Cartons Law: What Works Best Online is What Can Only Work Online 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
61 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
62 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
63 Cartons Law 2: Technology Changes Quickly, People Change Slowly 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
64 Source: Paul Adams http://www.slideshare.net/padday 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
65 Cartons Law 3: Brands are collaborations 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
66 Cartons Law 4: People Dont Interact With Technology, People Interact With People 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
67 Dealing With It 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
68 Managing the Conversation 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
68 Managing the Conversation 犢 Plan 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
68 Managing the Conversation 犢 Plan 犢 Monitor 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
68 Managing the Conversation 犢 Plan 犢 Monitor 犢 Evaluate 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
68 Managing the Conversation 犢 Plan 犢 Monitor 犢 Evaluate 犢 Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
68 Managing the Conversation 犢 Plan 犢 Monitor 犢 Evaluate 犢 Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
69 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
70 5 Questions to Ask When Developing A Social Media Strategy 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
70 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
70 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it 鍖t into our institutional mission and strategic plans? 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
70 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it 鍖t into our institutional mission and strategic plans? 3.Who is going to maintain it? 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
70 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it 鍖t into our institutional mission and strategic plans? 3.Who is going to maintain it? 4. How are we going to pay for it? 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
70 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it 鍖t into our institutional mission and strategic plans? 3.Who is going to maintain it? 4. How are we going to pay for it? 5.What are we going to do less of? 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
71 Reputation Tracking Resources 犢 www.trackur.com 犢 www.whostalkin.com 犢 search.twitter.com 犢 www.blogsearchengine.com 犢 www.rapleaf.com 犢 www.blogpulse.com 犢 blogsearch.google.com 犢 www.monitter.com 犢 www.boardreader.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
72 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
73 Lets Talk! sean.carton@id鍖ve.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com

More Related Content

Cheap, Fast, and Out of Control

  • 1. 1 September 23, 2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 2. 1 Cheap, Fast, and Out of Control Social Media, Memes, and the Joys of Giving Up Control of Brands September 23, 2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 3. 2 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 4. 3 August 15, 1971 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 5. 4 The 7 Trends Changing Everything 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 6. 5 The consumer is in control 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 7. 6 Atoms to Bits 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 8. 7 Real-time to My time Mommy, why cant I pause the TV? 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 9. 8 The end of centralization 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 10. 9 The future is always on 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 11. 10 The end of the desktop 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 12. 11 Welcom e to the global convers ation 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 13. Prospect Broadcast Media Telemarketing Mobile Web Social Media Email Direct Print Mail 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 14. 13 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 15. 14 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 16. connections 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 17. 16 What is social media 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 18. 17 Marshal McLuhan The medium is the message. Media: a technology that affects society not by its content but by its characteristics. 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 19. 18 no content... ...but has social effect 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 20. 19 media Sender information or data Receiver 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 21. 19 mass media Receiver or data tion rma info Sender information or data Receiver info rma tion or d ata Receiver 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 22. 20 social: the interaction of humans with other humans media: technology used to store and deliver information or data 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 23. 21 social media Participant or data n rm atio info Participant information or data Participant infor mati on o r dat a Participant 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 24. 22 Social Media: technologies that facilitate interactions between humans using information or data. 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 25. 23 Social Media: technologies that facilitate conversations 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 26. 24 A (somewhat incomplete) Timeline of Social Media not to scale USENET 1979 listserv Napster 鍖ickr 1986 1999 2004 pneumatic post 1865 SecondLife 2003 postal service Persia, 550BC The Palace radio ARPANET Wikipedia 1994 twitter 1891 1969 2001 The WELL Facebook 2006 1985 Friendster 2003 2002 @ MySpace YouTube email Third Voice 2003 2005 1966 BBS IRC 1999 1978 1988 telephone del.icio.us ~1890 2003 telegraph France, 1792 MUD1 Blogger 1978 1999 CompuServe MoveOn 1969 1998 digg epinions 2004 1999 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 27. 25 Social Media & Communication 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 28. 26 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 29. 27 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 30. 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 31. 29 source: http://belanger.wordpress.com/2007/06/28/the-ebb-and-鍖ow-of-social-networking/ 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 32. 30 source: Annenberg School Digital Futures Report 2007 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 33. 31 The point: 犢 Theyre connected all the time 犢 They like to talk 犢 News spreads faster than ever 犢 They consume and create 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 34. 31 The point: 犢 Theyre connected all the time 犢 They like to talk 犢 News spreads faster than ever 犢 They consume and create 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 35. 32 Multi-channel communicators Source: Paul Adams http://www.slideshare.net/padday 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 36. 33 HOWEVER... 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 37. 34 Ages of Mobile Social Media Users 13-17 : 7% 18-24 : 16% 25-34 : 34% 35-54 : 36% 55-64 : 5% 65+ : 2% source: Nielsen, December 2009 Facebook: Its not the kids 400 Million Active Users 50% over 35 26.8 under 24 Older users stay longer source: New York Times, March 2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 38. 35 How memes get made 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 39. 36 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 40. 37 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 41. 38 Memes 犢 units of cultural information 犢 cultural evolution or cultural diffusion ins wk e 犢 subject to natural selection Da en ard sh G R ich el鍖 犢 variation Th e S 1976 犢 competition 犢 mutation 犢 its not survival of the 鍖ttest, its survival of fastest (those best able to spread) 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 42. 39 Viral Transmission Virus Virus Host Virus Virus 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 43. 40 TB Transmission 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 44. 41 High School Dating 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 45. 42 Graph of The Internet 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 46. 43 The Tipping Point 犢 Hubs Malcolm Gladwell 犢 Superconnectors 犢 In鍖uentials 犢 Viral media based on the theory that a few important people in a network can accelerate transmission and acceptance of an idea. 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 47. 44 One-to-one Duncan Watts 犢 Memes take hold because culture is ready 犢 Six degrees of separation true, but connectors not important 犢 People in鍖uence others around them 犢 Anybody is just as likely to launch a trend as anyone else 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 48. 45 Source: Paul Adams http://www.slideshare.net/padday 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 49. 46 Source: Paul Adams http://www.slideshare.net/padday 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 50. 47 vs. 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 51. 47 vs. 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 52. 48 Out of control 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 53. 48 Out of control 犢 You cant control this. Period. Get over it. 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 54. 48 Out of control 犢 You cant control this. Period. Get over it. 犢 Its about what you say about yourself and what they say about you. 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 55. 48 Out of control 犢 You cant control this. Period. Get over it. 犢 Its about what you say about yourself and what they say about you. 犢 Cognitive Dissonance is bad...unless youre doing it on purpose. 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 56. 48 Out of control 犢 You cant control this. Period. Get over it. 犢 Its about what you say about yourself and what they say about you. 犢 Cognitive Dissonance is bad...unless youre doing it on purpose. 犢 The good news/bad news: more media = less attention 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 57. 48 Out of control 犢 You cant control this. Period. Get over it. 犢 Its about what you say about yourself and what they say about you. 犢 Cognitive Dissonance is bad...unless youre doing it on purpose. 犢 The good news/bad news: more media = less attention 犢 Stop thinking linearly: think play (or, if you have to talk to your boss, call it testing or experimenting) 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 58. 49 8,750,033 views Doing it right 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 59. 50 Doing it wrong... 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 60. 51 ...then again... 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 61. 52 (but recent research indicates only 15% of viral media passed on) 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 62. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 63. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media 犢 Surprise 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 64. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media 犢 Surprise 犢 Sex 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 65. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media 犢 Surprise 犢 Sex 犢 Destruction 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 66. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media 犢 Surprise 犢 Sex 犢 Destruction 犢 Music 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 67. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media 犢 Surprise 犢 Sex 犢 Destruction 犢 Music 犢 Wonder 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 68. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media 犢 Surprise 犢 Sex 犢 Destruction 犢 Music 犢 Wonder 犢 Connection 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 69. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media 犢 Surprise 犢 Sex 犢 Destruction 犢 Music 犢 Wonder 犢 Connection 犢 Irony 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 70. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media 犢 Surprise 犢 Sex 犢 Destruction 犢 Music 犢 Wonder 犢 Connection 犢 Irony 犢 Secrets 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 71. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media 犢 Surprise 犢 Sex 犢 Destruction 犢 Music 犢 Wonder 犢 Connection 犢 Irony 犢 Secrets 犢 Spectacle 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 72. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media 犢 Surprise 犢 Sex 犢 Destruction 犢 Music 犢 Wonder 犢 Connection 犢 Irony 犢 Secrets 犢 Spectacle 犢 Kindness 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 73. 54 Online Brand Management 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 74. 55 fries! 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 75. 56 brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 76. 56 Institution brand Constituents 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 77. 57 Reputation = Brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 78. 58 The brand doesnt make the company, the company makes the brand. 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 79. 59 The Communications Ecosystem 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 80. 60 Cartons Law: What Works Best Online is What Can Only Work Online 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 81. 61 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 82. 62 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 83. 63 Cartons Law 2: Technology Changes Quickly, People Change Slowly 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 84. 64 Source: Paul Adams http://www.slideshare.net/padday 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 85. 65 Cartons Law 3: Brands are collaborations 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 86. 66 Cartons Law 4: People Dont Interact With Technology, People Interact With People 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 87. 67 Dealing With It 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 88. 68 Managing the Conversation 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 89. 68 Managing the Conversation 犢 Plan 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 90. 68 Managing the Conversation 犢 Plan 犢 Monitor 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 91. 68 Managing the Conversation 犢 Plan 犢 Monitor 犢 Evaluate 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 92. 68 Managing the Conversation 犢 Plan 犢 Monitor 犢 Evaluate 犢 Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 93. 68 Managing the Conversation 犢 Plan 犢 Monitor 犢 Evaluate 犢 Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 94. 69 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 95. 70 5 Questions to Ask When Developing A Social Media Strategy 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 96. 70 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 97. 70 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it 鍖t into our institutional mission and strategic plans? 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 98. 70 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it 鍖t into our institutional mission and strategic plans? 3.Who is going to maintain it? 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 99. 70 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it 鍖t into our institutional mission and strategic plans? 3.Who is going to maintain it? 4. How are we going to pay for it? 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 100. 70 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it 鍖t into our institutional mission and strategic plans? 3.Who is going to maintain it? 4. How are we going to pay for it? 5.What are we going to do less of? 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 101. 71 Reputation Tracking Resources 犢 www.trackur.com 犢 www.whostalkin.com 犢 search.twitter.com 犢 www.blogsearchengine.com 犢 www.rapleaf.com 犢 www.blogpulse.com 犢 blogsearch.google.com 犢 www.monitter.com 犢 www.boardreader.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 102. 72 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com
  • 103. 73 Lets Talk! sean.carton@id鍖ve.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.id鍖ve.com

Editor's Notes

  • #5: This is the day that the US went off the Gold Standard. It’s essentially the day that the world became an information economy, an economy based on data rather than stuff. All of a sudden money went from representing a physical-world commodity to representing what we said (and/or agreed) it represented. Everything that’s happening right now-- from the economy to the internet-- is a direct line on the vector of this change.