Using social media must fail

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Using + social media = failParticipation reveals real ROI for everyone involved

David CushmanNinety10group.comTwitter: @davidcushmanFasterFuture.blogspot.com

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The future isnt digital

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Whats the next tool?

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Whats the next tool?

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Whats the next tool?

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Whats the next tool?

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Whats the next tool?

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Dont need to worry about thatWorry less about what the tech isUnderstand what people are doing, with each other, with the tech

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The future is self-organisedThe social technologies we now have bring people together; people who care about the same thingsThey find each other, they create their own content, they distribute it to each other

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Wiki-fixing the worldThey arent sitting around waiting to be told what to do.They are getting on with wikifixing the world, niche by niche.

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Social + Media = change

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No social without mediaThe media side is where we pass on messages from one to another, do the viral thing, create content and publish it - in social networks and on blogs and in tweets.It is where we fulfil those multiple roles that once were the sole domain of the media industry - we publish, we advertise and market (to our peers).We distribute: through peer-to-peer pass on.We do it all in networks rather than channels,Real-time rather than their time Many-to-many rather than one-to-many.

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Its Media, Jim, but not as we know itThis is where any and everyone:Creates the contentDistributes the contentControls their own user experience.Where the user (not your website) is the destination now

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You cant buy space in their conversations...or target all the niches they form

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**THE STAGEScale = audience = where the eyeballs have goneMessage broadcast at audience

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**THE STAGEBut in (social) networks the broadcast message doesnt arrive

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**They arent looking at The Stage. They are looking at each otherScale = lots of communities of purpose = where the eyeballs are focused

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**They share messages among their groups.They adapt them to suit their groups They make the message theirsWe share what we think is cool with people who (we think) will think its cool, too

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**The groups are not fixed (adhoc).The message spreads when the groups reform around a new purpose

Users select what they think is cool (has utility) to take with them on their journey

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**Participants adapt the message to suit the group they wish to share it withThe people best-placed to adapt the message are in the group, not on the stage

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**And so it continues; the message evolving to survive. Or it dies outWe share what we think is cool. That which we co-create, we embrace

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**They arent your groups they are theirs They arent your messages they are theirsCommunication is not done to them, it is done by them

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But wheres the value?It isnt in the fact that comms happen

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But wheres the value?It isnt in the fact that comms happenIt is in what happens as a result of those comms

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But wheres the value?It isnt in the fact that comms happenIt is in what happens as a result of those commsIt is in what people are doing together with the tech.

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The real ROI is wiki-fixing the worldThe value of the comms is in what all our expressions of meta-data lead to:New, fast, user-centric, efficiencies through group-forming.Our media-like activity brings us together with people seeking to solve the same problem or improve the same experience that matters to us. This is where the efficiencies happen. Niche by niche.

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A small exampleA social technology (Twitter) is created (social)I (social) tweet a complaint about a brand (media)A person (social) representing the brand uses social tech to listen (social)The person (social) contacts me (media)We engage in conversation (media)My problem is resolved (social)The person representing the brand (social) discovers a way to improve their current system - making it more efficient for all (social)I (social) tweet to say how pleased I am with outcome (media)I (social) recommend the brand rep to my peers (social)

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TwitterFacebook appsThe iPhone app shopWikipedia (of course) Other examples

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But its not just in the valley...

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Making a dogs dinner out of social media...Del Monte's participation in social media resulted in the co-creation, from R&D to successful market launch in stores, of a new pet food.

They made a dog's dinner of it - in six weeks. (May 09)

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Barking up the right tree

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Its a fitness landscape out there...Only the best adapted survive

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More pegs, more round, more often

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Throw away your hammers; open your doors

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Broken businessInspired by Clay Shirky: A screen that ships without a mouse, ships broken)Media that publishes without a comment box, publishes broken Publishing without being open to contribution, is the wrong model for the networked world:

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Your opinion counts for zipExtraordinary attitude says:There, I'm done. That's all you need to know. All your questions have been answered - because I say so.This is as good as it gets.Me producer, you consumer.Me expert, you little man/woman.Nothing to be challenged here. Move alongYour opinion counts for zip

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'A business that operates without a comment box, operates broken'

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Open for businessA business that fails to open to the riches of feedback loops, real-time co-creation and wikifixing of the power of the network is a business at risk of being defeated by those that are.Next to those from the self-organised future, it is broken.

'A business that operates without a comment box, operates broken'

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LandroverownerCrowd sourced QAMade something they wantedMade something they defendedMade something they marketedflickr.com/photos/indigoprime

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Listen and learn@BTCareGovernment Services:Policy creation, real-time needs analysis AND deliveryEtc etc etc

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What the money is waiting to follow500m on Facebook; 106m on Twitter - but wheres the business model?The emerging value of social tech is not in the real-estate, tools or the comms it is in efficiencies they offer by bringing people together

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Social + Media = direct ROIAdapting business to the networked world shows direct return on investment It streamlines businesses, creates new orders of efficiency in everything from product development, to marketing, to recruitment, to you name it...It delivers business models (and businesses) adapted to the networked world.That enables businesses to thrive in a rapidly transforming world.

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RememberIt aint social+media if it doesnt change your business

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I dont have all the answersThe people who can make the biggest difference to your company or organisation dont work for it.Adapting to the network means that they can

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David CushmanManaging DirectorNinety10group.com

david@ninety10group.comCall or text +44 (0)7736 353590FasterFuture.blogspot.comtwitter.com/davidcushman

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All images All images in this presentation are available under a creative commons licence on Flickr.com

When the printing press arrived I daresay there were futurists and consultants of every hue (likely called diviners and astrologers back then) who predicted the future was all about paper and big clanky printing presses.But it wasnt it was about the impact of new information flows and how people and society changed in response to this new freer, less church/state controlled flow of informationJust as now, the future is not about the tools and the platforms we use to exchange information it is about what changes as a result of their use what we discover about ourselves

It is self-organising.*********Only the best adapted survive.*