Greenstein Landsman Social Media Jungle

The Social Media Jungle

Leveraging Social Media for YOU (and your business)

Remember…

Powerpoint Corrupts Absolute Powerpoint corrupts absolutely

Early Blogs

Cave Drawings annotated life, kept a record, served to inform future visitors (and “the future” was a much shorter time span back then when life span was shorter).

This was the recording, reporting, and distribution of news. Pretty primitive, but those were primitive times.

Original Citizen Journalism

And there’s always been word of mouth and the oral tradition. Even if it may once have been limited to “… ug booga booga.”

Someday our tools will probably seem equally

primitive.

MEDIA EVOLVES

Death Of JFK

The Assassination of John F. Kennedy was a defining moment in television.

Jon Stewart/Tucker Carlson“I won’t be your monkey”

Pundits Predicted

People said radio was dead, and newsreels were dead…

Along came Cable TV and VCRs and …

People said the Internet was just a fad

People are now saying the Internet is killing Newspapers

So let’s look at what people are talking about now, and the new ways of getting the word out

The 3-Screen world

TV

Computer Monitor

Handheld

What works on TV doesn’t always work on computer

There will always be appointment media, but the water cooler discussion will always exist, even if it moves to Twitter, social networks, etc.

TV is a lean back experience

What works on a compuer doesn’t always work on TV

PC Viewing is a “lean forward” experience. Users lean toward the screen. A more active and engaged setting.

Handheld Usage is a “multitasking experience.” A more rapid, hit-and-run, in-the-moment and transient action.

Photo credit: http://picasaweb.google.com/wzachry

Consumers dwell in an increasing Multiscreen

World: TV and the Internet are on equal footing as

entertainment sources. 66 percent reported viewing from 1 to 4 hours of TV per day, vs. 60 percent who reported the same levels of personal Internet usage.

Consumers are increasingly turning to online destinations like YouTube, MySpace, Facebook, games, or mobile entertainment vs. traditional television.

Social Media is available on 2 of 3 Screens – how long until the 3rd one shows up? Or does computer/tv merge?

Who’s Tube?

In December 2007, 77.6 Million

Viewers were watching

2.3 Billion Videos

In March 2008 – 84.8 million viewers watched 4.3 billion videos (50.4 videos per viewer)

http://www.comscore.com/press/release.asp?press=2223

Nielsen Ratings from 2/4/2008

Budget Discussion

Many faceted branding campaign across all media, sending lots of messages outward

Social Media outreach, listening to customers, providing content to bloggers, creating relationships

(for now)$$$ $ to $$

3 Screens In Summary

In the Three Screen World, effective delivery and impact of getting the message across goes from the old paradigm of impression count to a blend of impressions and impact. Delivery System Ubiquity and the variety of Media (on different screens) offer new opportunities. 

The TV show or ad: Passive message introduction // initial or introductory impressions. 

The Website: Active engagement and reinforcement of the message - call to action (buy our product, entice with coupon) and enable and encourage the benefit. 

The Handheld: Transactive (and paperless!) reminder, coupon manifestation (via SMS or wireless or interactive RFID). Portability.

Social Media Discussion

Social Networking and Social Media

How they can support other media – YOUR media

Presence, ubiquity, search and reach, and being both engaging and accessible

Who is doing a good job connecting to their viewers, bridging the gap between screens, and connecting content and people?

Trans-Media and the Heroes Phenomenon

Not Just a TV Show

Intended as a mixed media property

Writers from properties such as Alias and Lost, which gained huge Internet followings

From the beginning, a strategy to generate content for the Net that would draw fans into the show

Sponsorship built into the plot

Sprint-sponsored content/contest for next

season Hero

All “heroes” carrySprint phones…

Learning?

If you’re creating content: How quickly and easily can you let your fans take your

content and remix it? Mash can be monster, and viral. How easy is it for them to share with their friends? Are

you enabling them to use it in their Social Networks?

Who owns your brand? You manage your brand Your customers decide what it means to them, every

time they interact with you – or with their peers or extended networks

Feed the engines

Blogs, Twitter, LinkedIn, Flickr, Comments, YouTube, Tags, Links, all feed the Search Engine Cloud that surrounds you or your brand.

Search Drives Almost Everything today. It is today’s “Killer App”

Search is the Integrator – in all the screens. We search for TV shows, on our DVR guides, On our phones (iphone users 50% of Google search last year), and of course at our computers.

The brand that is Chris Brogan or Robert Scoble

Twitter

Flickr

Videos

Audio utterz etc

Blogs

Ever present at conferences

aada

Take-Aways – What Old Media can teach new

media

1. Repetition can be a good thing. (You can say that again) 2 all beef patties… I’m a… he’s a….wouldn’t you like to be a… Whatzzzzuppp??? Ahhhhh….Ahhhh.

Put Content with your Ads Radio announcer endorsements in the 40s, Dancing Cigarette

boxes in 50’s variety shows Podcast hosts doing direct product mentions: ex: Brian Ibbot

on Coverville, Mevio/Podshow model

…More takeaways

Reach and Frequency still important to many advertisers Even if you can show Social Influence and Return on

Influence, many will still want to know how many hits their page got, and how many eyeballs were ‘reached’

It’s your job to explain it both ways

Question

More Info: http://www.land-com.net http://blog.deanland.com http://www.harbrooke.com http://www.howardgreenstein.c

om/blog http://www.twitter.com/deanlan

d http://www.twitter.com/howard

gr