1

Using + social media = fail

Participation reveals real ROI for everyone involved

David CushmanNinety10group.com

Twitter: @davidcushmanFasterFuture.blogspot.com

2

The future isn’t digital

3

What’s the next tool?

4

What’s the next tool?

5

What’s the next tool?

6

What’s the next tool?

7

What’s the next tool?

8

Don’t need to worry about that

• Worry less about what the tech is

• Understand what people are doing, with each other, with the tech

9

The future is self-organised

• The social technologies we now have bring people together; people who care about the same things

• They find each other, they create their own content, they distribute it to each other

10

Wiki-fixing the world

• They aren’t sitting around waiting to be told what to do.

• They are getting on with wikifixing the world, niche by niche.

11

Social + Media = change

12

No social without media• The 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.

13

It’s Media, Jim, but not as we know it

This is where any and everyone:• Creates the content• Distributes the content• Controls their own user

experience.• Where the user (not your

website) is the destination now

14

You can’t buy space in their conversations

...or target all the niches they form

15May 3, 2023 15

THE STAGE

Scale = audience = where the eyeballs have gone

Message broadcast at audience

16May 3, 2023 16

THE STAGE

But in (social) networks the broadcast message doesn’t arrive

17May 3, 2023 17

They aren’t looking at The Stage.

They are looking at each other

Scale = lots of communities of purpose = where the eyeballs are focused

18May 3, 2023 18

•They share messages among their groups.•They adapt them to suit their groups •They make the message theirs

We share what we think is cool with people who (we think) will think its cool, too

19May 3, 2023 19

•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

20May 3, 2023 20

Participants adapt the message

to suit the group they wish to share it with

The people best-placed to adapt the message are in the group, not on the stage

21May 3, 2023 21

And so it continues; the message evolving to

survive. Or it dies out

We share what we think is cool. That which we co-create, we embrace

22May 3, 2023 22

They aren’t your groups they are theirs

They aren’t your messages they are theirs

Communication is not done to them, it is done by them

23

But where’s the value?

• It isn’t in the fact that comms happen

24

But where’s the value?

• It isn’t in the fact that comms happen• It is in what happens as a result of those

comms

25

But where’s the value?

• It isn’t in the fact that comms happen• It is in what happens as a result of those

comms• It is in what people are doing together with

‘the tech’.

26

The real ROI is wiki-fixing the world• The 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.

27

A small example

• A 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)

28

• Twitter• Facebook apps• The iPhone app

shop• Wikipedia (of

course)

Other examples

29

But it’s not just in the valley...

30

Making a dog’s 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)

31

Barking up the right tree

32

It’s a fitness landscape out there...

• Only the best adapted survive

33

More pegs, more round, more often

34

Throw away your hammers; open your doors

35

Broken business• Inspired by Clay Shirky: • ‘A screen that ships without

a mouse, ships broken’)• Media that publishes witho

ut a comment box, publishes broken

Publishing without being open to contribution, is the wrong model for the networked world:

36

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 along• Your opinion counts for zip

37

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

38

Open for business

• A 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'

39

Landroverowner

• Crowd sourced QA• Made something they

wanted• Made something they

defended• Made something they

marketedflickr.com/photos/indigoprime

40

Listen and learn• @BTCare• Government Services:

Policy creation, real-time needs analysis AND delivery

• Etc etc etc…

41

What the money is waiting to follow

• 500m on Facebook; 106m on Twitter - but where’s 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

42

Social + Media = direct ROI

• Adapting 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.

43

RememberIt ain’t social+media if it doesn’t change your business

44

I don’t have all the answers

• The people who can make the biggest difference to your company or organisation don’t work for it.

• Adapting to the network means that they can

45

David CushmanManaging DirectorNinety10group.com

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

May 3, 2023 45

46

All images

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