the me2revolution 07.25.2006
the me2revolution
Jan 05, 2016
the me2revolution. 07.25.2006. In the Beginning…. There was a Bang. A Really Big Bang. The Big Bang. This was a cataclysmic event It was driven by technological forces Plummeting bandwidth and storage costs Everything goes mobile Instant publishing flourishes - PowerPoint PPT Presentation
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the me2revolutionthe me2revolution
07.25.2006
In the Beginning…
There was a Bang
A Really
Big Bang
5
The Big Bang
This was a cataclysmic event It was driven by technological forces
Plummeting bandwidth and storage costs Everything goes mobile Instant publishing flourishes Search, social networks make it easy to seek out each other
But it was also driven by societal forces Scandals have eroded trust in corporations, government,
media, institutions
6
The Big Bang
Source: Edelman Trust Barometer 2006
12%
20%
21%
28%
45%
53%
53%
53%
57%
59%
68%
0% 20% 40% 60% 80% 100%
Entertainer/Athlete
Union representative
Lawyer
CEO of company
Regular employee of company
Financial/Industry analyst
NGO rep
Accountant
Academic
Doctor or health care specialist
A person like yourself or your peer
7
The Big Bang
Power is now distributed Information is driven from the bottom up It’s easier to tune out institutional PR/marketing It’s easier to tune in to each other A social media universe has emerged
MEME
The Social Media UniverseThe Social Media Universe
9
The Social Media Universe
This is not your father’s Internet 1992 - 2002: Corporate America built
the Web 2002 and beyond: Individuals build
the Web
Communities are the new centers of gravity in this universe
Everything revolves around me
10
The Social Media Universe
11
The Social Media Universe
12
The Social Media Universe
• Explore the Universe
• Make Friends
• Build Colonies
Your Mission:Your Mission:
Find
15
Find
Determine who are your evangelists/vigilantes Locate their watering holes Know what makes them tick
16
Find
17
Find
Listen
19
Listen
Mine the conversations Figure out what your members want Understand the common threads of conversation Develop insights that help you get involved
20
Listen
Blog posts per day mentioning “Boy Scouts” or “Boy Scout”
21
Listen
22
Listen
23
Listen
24
Listen
25
Listen
Engage
27
Engage
Explore their universe! Blast off and participate in their world Learn the language and converse Be open to talking and learning Address the good, the bad, and the ugly
28
Engage
Show people you care Interact with community influencers to build
relationships Show you are open to and encourage feedback Even better, join the conversation
Roll your own blogs and podcasts Put yourself at “eye level” with your customers and
influencers
Empower
30
Empower
Use your power to help people reach their dreams Give your online influentials a role in marketing Develop win-win programs that start conversations
31
One Mission in SpaceOne Mission in Space
32
Wal-Mart
33
Wal-Mart
Find: Identify influential pro/anti Wal-Mart bloggers Listen: Actively track conversations to determine the
quality and quantity of the buzz being spread Engage: Develop one-to-one relationships with
bloggers; launch a blog on walmartfacts.com that tells the bigger story
Empower: Invite bloggers to Bentonville to meet Wal-Mart execs and to continue the dialogue
34
Wal-Mart
Results Twenty-five sites linked to the “Stories” blog in just one week The Wal-Mart Web site, walmartfacts.com, received more
than 140,000 hits in a matter or days. Wal-Mart receives widespread praise from Business Week
and The New York Times
the me2revolutionthe me2revolution
07.25.2006
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