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Follows the meta-trends of collapsing trust and self-publishing, then shows how top-down communications is dead. Simple advice for getting started in social media.
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Dow Jones 08h30 on 24.02.2010
Riding the Wave
Social Media, the CEO and the Death of Top-Down Communications
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> three wave set– Trust Evaporated– Revolution No. 5– Command & Control Dead
Explore the amazing surf photographs of Clark Little
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in one generation the nature of trust has changed irrevocably
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but Tony from Strathfield is believable
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If Facebook were a country, it
would be the 8th most populated in the world, just ahead of Japan.
More than 6 million Australians visited Facebook in June 2009
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Only of people trustadvertisements
14% of people trust the recommendations of their peers
78%
{One-Way} {Conversation}
Nielsen, “Trust in Advertising” Oct. 2007
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Very high/ High %
Nurses 84Druggists, pharmacists 73Veterinarians 71Medical doctors 69Dentists 62Engineers 61Clergy 58College teachers 58Policemen 54Psychiatrists 38Bankers 37Chiropractors 36Journalists 26State governors 22Business executives 18Lawyers 18Stockbrokers 17Senators 15Congressmen 14Insurance salesmen 13HMO managers 12Advertising practitioners 11Car salesmen 7
Gallup Poll. Dec. 8-10, 2006. N=1,009 adults USA nationwide. MoE ± 3.
rate the honesty and ethical standards of people in these fields
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o Armed forces +43%o NGOs +27%o Education system +26%o Health system +17%o Trade unions/labor +2%o Legal system -2%o Global companies -9%o Large national companies -10%
Accenture The Business of Trust, World Economic Forum “Voice of the People Forum”* Net Rating = % trust - % distrust
trust to operate in society’s best interest
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trust me
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People trust brands that build a personal relationship
Blogs
Social Networks
Online Communities
Radio
Online Brand Content
TV
Search
Rewards Programs
Mobile Marketing
Direct Mail
Opt-in E-mail
Online Display Advertising
Mas
sTa
rget
edPe
rson
aliz
ed
Trial Advocacy
RelationshipsAwareness LoyaltyConsideration
TRUST
Pers
onal
izati
on
Digital Traditional 11
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> three wave set– Trust Evaporated– Revolution No. 5– Command & Control Dead
Explore the amazing surf photographs of Clark Little
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“Every generation
needs a new revolution.”
Thomas Jefferson
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airwaves one to many
movable type one to many
telegraph & phone one to one
recorded image one to many
500 years4 revolutions
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“the largest increase in expressive capability in human history.”
- Clay Shirky, Author
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publishers formerly known as audiencemany to many
• global• social• ubiquitous• cheap
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it helps us connect
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“We have studies showing that brands connecting aggressively through social media are generating far greater revenue growth than those that are not.Marc Pritchard, Chief Marketing Officer, Proctor & Gamble, September, 2009
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> three wave set– Trust Evaporated– Revolution No. 5– Command & Control Dead
Explore the amazing surf photographs of Clark Little
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Mad Men is satire.Believing you control the discussion is comedy.
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specificity
Organization
Old Marketing: Broadcasting to 1,000,000 to engage 100New Marketing: Engaging the right 10 people who reach 1,000 who influence 10,000
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Traditional
Press releasesOpinion
Influencers
Factsheets
Events
We Media
Search engine marketing
Buzz Web 2.0
Citizen journalism
MySpace
Social Media
Flogs
Publicity
Promotions
Media relations
Positioning
Viral marketing
Tivo
Social networking
Metaverses
Folksonomy
Content optimization
Online editorial outreach
Syndication
Flickr
New
Consumer-generated content
Reputationmanagement
Public affairs
Third party outreach
Grassroots
Mobile marketing
Advergaming
YouTube
Employeecommunications
RSS Blogs
Wikis
Tagging
Podcasting
Wireless
Crisiscommunications
Coalitions
Communications Evolves
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“If you don’t like
change,
you’re going to like
irrelevance even less.”General Eric Shineski, Retired Chief of Staff, U.S. Army
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> learning to surf
Explore the amazing surf photographs of Clark Little
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Make participation
a priority
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“Google isn’t a search engine, it’s a reputation management system”Clive Thompson, Wired
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common elementsBe a part of the conversation Influence the influencers Create trusted relationships Be accessible Honesty IS the best policy Respond quickly Be relevant
educate,
engage,
empower
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ListenConversation audit to understand what is being discussed
Understand context and communicate with relevance
Engagepeople with influence and credibility and build relationships through interaction.
Tell them the story and let them tell it to others.
Manageuncontrolled communications in an uncontrolled environment.
Create and sustain authentic conversations.
How do we get started?
EvaluateHow did we shift perception?
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don’t fret
over labels
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tomorrow they’ll be gone
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social is not “emerging”
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even if you are
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in a connected world, power shifts to those best able to connect.
Dov Seidman
“ ”
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thanks. i’m
blogging this.
www.twitter.com/PercepCounsel