Social Media: It's Not What You Say That Matters

IT’S NOT WHAT YOU SAY THAT MATTERS, IT’S WHAT YOU DO.

The World’s BestSocial Media MarketingPresentation* by Paul IsaksonHead of Strategyspace150paulisakson.com

What we’ll cover:Why social media mattersMarketing and social mediaConnecting with peopleIf you can’t do any of this...

Why does social media matter?

Source: http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/

2/3Global Internet Population Visit Social Networks

Flickr // Spencer E Holtaway

Source: http://blogs.forrester.com/groundswell/2009/08/social-technology-growth-marches-on-in-2009-led-by-social-network-sites.html#

4/5U.S. Online Adults Participate In Social Media

Flickr // davefishernc

Flickr // NathanFromDeVryEET

The total time spent globally on social networks is growing at nearly 1.5X faster than the Internet average – growing 18% between December 2007 and December 2008.

Source: http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/

All of this is creating a growing number of

conversations...

both in social media and in people’s real world lives.

Often, these conversations are of minimal importance

to marketing or your brand.

But sometimes, they are about, or are related to,

your brand.

Why does that matter?

"Your brand is no stronger than your reputation — and will increasingly depend on what comes up when you are Googled."

Allan JenkinsGlobal Communications Consultant

PEOPLE’S BEHAVIORS ARE CHANGING

“A revolution doesn't happen when a society adopts new tools. It happens when society adopts new behaviours...”

Clay ShirkyAuthor, Consultant, Professor at NYUUs Now (Film)

“A revolution doesn't happen when a society adopts new tools. It happens when society adopts new behaviours...”

Clay ShirkyAuthor, Consultant, Professor at NYUUs Now (Film)

Flickr // Rain Rabbit

A REVOLUTION IS IN PROCESS

IT’S TIME FOR MARKETERS TO ADOPT NEW BEHAVIORS

THE FUTURE OF MARKETING IS NOT ABOUT DOING AND

SAYING THINGS TO PEOPLE

THE FUTURE OF MARKETING IS ABOUT DOING THINGS WITH AND FOR PEOPLE

Marketing and social media

“People don’t want marketing

messages in social networks or when they are having a dinner party.”

Jason CalacanisCEOMahalo.com / Internet Entrepreneur

“People don’t want marketing

messages in social networks or when they are having a dinner party.”

Jason CalacanisCEOMahalo.com / Internet Entrepreneur

DON’T MARKET TO PEOPLE

Facebook

Flickr

Blogs Twitter

MySpaceLast.fm

YouTube

FriendFeed Delicious

Wikipedia

PlaxoPandora Seesmic Vimeo

Marketing in social media

is often narrowly viewed

and talked about as the

tools people use within it.

“(When it comes to social media) companies focus on the features, tools and technologies, yet fail to understand the behaviors of their own customers online. As a result, they miss the mark.”

Jeremiah OwyangSenior Industry AnalystForrester Research

”Companies approach social media in two different ways.

The first way, the companies focus on the features, tools and technologies, yet fail to understand the behaviors of their own customers online. As a result, they miss the mark.

The second type of company scans the seascape, and understands the fish they’re trying to reach. As a result, they are more successful in connecting with customers… and catch the big fish... Fish where the fish are.”

Jeremiah OwyangSenior Industry AnalystForrester Research

Flickr // shinyai

DON’T FOCUS ON THE TOOLS

The power of social media is found in the results of people using these tools – the creation of self-organized communities of likeminded people – making it a valuable way for businesses to inspire, inform, understand and connect with the people who buy their products and services.

What are people organizing around?

SharedBeliefs

SharedInterests

SharedValues

How do we connect with people?

Technographics

This isn’t what matters.

Technographics

This is.

PEOPLE’S BEHAVIORS ARE CHANGING

What people are doing?

Main Behaviors in Social Media

5 Connecting

CollaboratingCreating

Sharing Consuming

5 Connecting

Sharing Consuming

People are connecting with friends, family, acquaintances and others who share their interests, values, and/or beliefs.

Flickr // alexkess

Connecting

Thought Starters:

What values, beliefs and interests do you share with the people who buy your products and/or services?

Where are those people already spending time that you could connect with them through those things?

How can you connect people to other people and things that will help them accomplish their goals?

Connecting

5 Connecting

Sharing Consuming

People are collaborating with others who share their values, interests, and/or beliefs to accomplish a shared goal, vision or project.

Collaborating

Thought Starters:

How can you collaborate with people in a meaningful way?

How can you help people collaborate with each other more easily?

5 Connecting

Sharing Consuming

Consuming

People are consuming content to learn, be entertained, seek validation, feel more connected, etc.

Consuming:Watching, Reading, Listening, Skimming, Collecting, etc.

Consuming

Thought Starters:

What can you teach people that will help them achieve their goals?

What can you learn from people that will help you be a better marketer or help you make better products?

How can you reward people for consuming and sharing your content?

5 Connecting

Sharing Consuming

People are creating content of various kinds to express themselves, share their thoughts with others, share a creative talent or passion, and, in some cases, to build their “personal brand.”

Content: Photos, Videos, Blog Posts, Tweets, Comments, etc.

Creating

Thought Starters:

What can you create that people will benefit from?

What can you give to people that will help them create more interesting content to spread?

Creating

5 Connecting

Sharing Consuming

SharingPeople are sharing things they find interesting or important with friends, family and followers.

Sharing

Thought Starters:

What can you share that will make the community better?

How can you help others share things more easily?

How do we get people to do stuff with us?

THE BEST WAY TO GET PEOPLE TO DO STUFF WITH YOU, IS TO FIRST JOIN THEM IN WHAT THEY ARE ALREADY DOING.

If you can’t do any of that?

DO SOMETHING WORTH TALKING ABOUT.

And if you can’t do that either?

Flickr // Patricil

JUST LISTEN

Listen for rich insights related to your brand about what people really

want and need.

LISTEN FOR OPPORTUNITIES TO MAKE YOUR _______ BETTER.

Lastly, always remember...

IT’S NOT WHAT YOU SAY THAT MATTERS, IT’S WHAT YOU DO.

Thank You

Paul IsaksonHead of Strategyspace150

blog / paulisakson.comtwitter / @paulisaksonemail / paul.isakson@gmail.com

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