Social Media - The Art of Digital Storytelling

Social Media: The Art of

Digital StorytellingJemima Gibbons | @JemimaG

Royal Holloway University of London Thursday 3 December 2015

Overview

1.Introduction

2.Hot trends

3.Ways of working

4.Project management

5.The future: a post digital culture

6.Making social work for YOU

1Introduction

Once upon a time…

“In the 1970s we weren’t told what to do all the time. Mainly because there were only about eight things to do.”

Richard Osman Pointless

“In [tomorrow’s] virtual world things will have value that are not expressible in money today…

reputation will become a digital asset.” Kosta Peric

Bill & Melinda Gates Foundation

The Tale of The Social Brand

2Hot trends

Hot trends

1. Short form visuals

2. Video

3. Distribution

4. Social CRM

Periscopes, Vines, emoji and gifs

2.1 Short form visuals

End of The World Job Interview

2.2 Video

LG Ultra HD TV

Telekinetic Coffee Shop

2.2 Video

MGM / Carrie remake

Test Drive

2.2 Video

Pepsi Max

So, what do you want?

1. End of the World job interview

2. Telekinetic Coffee Shop

3. Test Drive

Buzzfeed: content lab

2.3 Distribution

Nescafe: global site

2.3 Distribution

Zappos, Airbnb, Uber

2.4 Social CRM

3Ways of working

Ways of working

1. Fully integrated

2. Internal department

3. Outsourced

4. DIY

3.1 Fully integrated

1. Social as a function across all teams

2. A truly “social business”

3. All stakeholders fully incorporated

4. Sustainable, ethical and transparent

5. Best example: Zappos

3.1 Zappos

3.2 Internal team

1.Typical of larger global companies e.g. Mondelez, Proctor + Gamble, Unilever

2. Led by strong personalities Scott Monty, Ford

Bonin Bough, Mondelez (ex Pepsico)

3. Multi-million $ budgets

4. State of the art monitoring

5. Big data analytics

Facebook Fan Page

3.2 Coca-Cola

3.3 Outsourced

1. Outsourcing for three key reasons: Small or medium sized business who can’t afford in-house

Large, ambitious x-media creative briefs

Need for global, 24 hour, multi-lingual monitoring

2. Served by traditional ad/ PR sector

3. And new dedicated social media agencies: eModeration, Tempero, We Are Social

global monitoring often supplied by women

working flexible hours part-time from home

Super Bowl Interception: Grey New York

3.3 Volvo

#100ReasonsWhy: Claremont/ Munro & Forster

3.3 Skills Funding Agency

3.4 DIY

1. The solution for most small businesses

2. Often done without a strategy or training

3. The gap that social media launch pack fills

4. Best examples are where the CEO or

another member of senior team is a natural

4Project management

Project management

1. Communication

2. Collaboration

3. Innovation

NHS Horizons uses Twitter to drive #NHSChangeDay

4.1 Communication

Graeme Linehan uses Slack to produce TV shows

4.2 Collaboration

Mint Digital uses Kickstarter for R&D

4.3 Innovation

5The future: a post-digital culture

The future

1. Peak social

2. Off-gridding

3. Augmented reality

4. Fragmentation

Content shock, adblocking & hashtag fatigue

5.1 Peak Social

Gartner Hype Cycle Digital Marketing 2015

Lena Dunham, prepping and IRL

5.2 Off-gridding

Umair Haque / medium.com

@Umairh: 235K Twitter followers

Multi-sensory and tactile communications

5.3 Augmented reality

Gillian Tett, Pierre Bourdieu: the silo effect

5.4 Fragmentation

6Making social work for YOU

Making social work for you

1. Your digital footprint

2. What recruiters look for

3. Your digital profile

What do people see when they first Google you?

6.1 Your digital footprint

6.1 Your digital footprint

1.Remove tags/ report offensive media

2.Check your privacy settings on all networks

3.Ensure private conversations are private

4.Decide whether you need or wish to have

separate accounts for work and play

5.Consider your career choice(s)

6.Be careful who you connect with

6.2 What recruiters look for

1.They expect you to have a social presence

2.Keen interest in chosen field (platform?)

3.Designers on Dribbble; developers Github

4.Passion and enthusiasm for life

5.Discipline and maturity

6.But they don’t expect you to be a saint!

7.Personal referral/ word of mouth crucial

6.3 Your professional profile

1.Ensure your LinkedIn profile is complete

2.Optimise any other profiles that are public

3.Use events to build your online network

4.Join conversations in your field

5.Curation is as important as creation

6.Consider blogging: words, images or video

7. A ‘side project’ can help your career…

@Panacea81

Lauren Luke

Bang Tidy Music

Fabian Castellani

Be Brave Initiative

Kerry Few

How will you tell your story?

Tweet me @JemimaG [email protected] Jemimagibbons.com Socialmedialaunchpack.com

The end.