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Slide deck for David Warwick from bwired presentation on Unleashing the Power of Social Media at the Melbourne Digital Imaging Marketing Association DIMA #tds2012 conference on 25 May 2012.
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Experience. Capability. Technology bwired.com.au
Unleashing the power of Social Media
David WarwickDIMA – Digital Image Marketing Association
25 May 2012
@drwarwick
Experience. Capability. Technology bwired.com.auExperience. Capability. Technology bwired.com.au
Structure and HistoryAgenda
TRENDSWhat’s happening – search and social media drivers
METHODSDiscovery strategies and real-world examples
CONTROLUsing Social Media – frameworks to optimize control and deliver outcomes
QUESTIONS
Experience. Capability. Technology bwired.com.au
S
Experience. Capability. Technology bwired.com.au
DISCOVERYENGAGEMENT
INTERACTION
Experience. Capability. Technology bwired.com.au
Experience. Capability. Technology bwired.com.au
Experience. Capability. Technology bwired.com.auExperience. Capability. Technology bwired.com.au
Structure and HistoryWhat is Social Media doing?
Nearly universal literacy is a defining characteristic of modern civilization.
Nearly universal authorshipwill shape tomorrow's!
Denis Pelli & Charles BigelowA Writing Revolutionhttp://seedmagazine.com/
Experience. Capability. Technology bwired.com.auExperience. Capability. Technology bwired.com.au
Structure and HistoryGrowth in authorship
People are trading privacy for influence!
Source: Denis Pelli & Charles Bigelow … http://seedmagazine.com/
TrendsBooks: x 10 per century for 6 centuries | New media: x 10 per year for 6 years
Experience. Capability. Technology bwired.com.auExperience. Capability. Technology bwired.com.au
Structure and HistoryAssets
SEARCH
SOCIAL
Experience. Capability. Technology bwired.com.auExperience. Capability. Technology bwired.com.au
Structure and HistorySydney
SEARCH
SOCIAL
Experience. Capability. Technology bwired.com.auExperience. Capability. Technology bwired.com.au
Structure and HistoryPagerank
Experience. Capability. Technology bwired.com.auExperience. Capability. Technology bwired.com.au
Structure and HistorySearch context
Experience. Capability. Technology bwired.com.au
Experience. Capability. Technology bwired.com.au
TOOLS&
LANGUAGE OWNERSHIP
Experience. Capability. Technology bwired.com.auExperience. Capability. Technology bwired.com.au
Structure and HistoryDealing with confusion …
Source: Knowem … http://socialmediatoday.com/briansolis/109255/online-reputation-and-brand-management-starts-identity
ProblemTools enter emerging space en masse.
EffectComplexity of market requires decisions on ‘where to play’ and ‘where to spend’.
ActionMarket analysis and single point of management are required by both businesses and individuals.
Outcome and solutionPublishing, listening, measuring and management applications appear and have their own proliferation cycle!
Experience. Capability. Technology bwired.com.auExperience. Capability. Technology bwired.com.au
Structure and HistoryListening Post
Experience. Capability. Technology bwired.com.auExperience. Capability. Technology bwired.com.au
Structure and HistoryPersona
Steven is a 38 year old, third generation farmer in Geraldton WA. He grows wheat, barley and canola as a break crop. He has been using a laptop since 2008 and upgraded to a Smart Phone in 2011.
Managing over 3,000 hectares, studied agricultural science and then travelled before returning to the family farm. He takes agronomic advice but likes to back up major decisions with his own research and often makes suggestions to his agronomist and farm staff that is well informed and progressive. Steven is a pragmatic and opportunist user of online services.
Steven only accesses the Internet as required for the farm or in connection with hobbies, travel and sports. He has however developed an online routine that includes some combination of morning (mostly email), evenings (general use and finance) and wet days (more broadly exploratory).
In an instance where Steven is searching for information, he immediately defaults to Google as a practical and practical pathway to crop, product and most other ‘non-routine’ online content.
Gender = MaleAge = 38Location = RuralEducation = Bachelor Degree (40%)Internet = BroadbandTime Online = 6hrs per week
Experience. Capability. Technology bwired.com.auExperience. Capability. Technology bwired.com.au
Structure and HistoryPersona
Experience. Capability. Technology bwired.com.auExperience. Capability. Technology bwired.com.au
Structure and HistoryLexicon
Experience. Capability. Technology bwired.com.auExperience. Capability. Technology bwired.com.au
Structure and HistoryProtocol
Experience. Capability. Technology bwired.com.auExperience. Capability. Technology bwired.com.au
Structure and HistoryMeasure
Experience. Capability. Technology bwired.com.au
Experience. Capability. Technology bwired.com.auExperience. Capability. Technology bwired.com.au
Structure and HistoryWhat is happening with mobile?
Some other things are changing …
Experience. Capability. Technology bwired.com.auExperience. Capability. Technology bwired.com.au
Structure and HistoryFacebook
Experience. Capability. Technology bwired.com.au
Experience. Capability. Technology bwired.com.auExperience. Capability. Technology bwired.com.au
Structure and HistoryChannel (SM) Understanding
NETWORKIs about equity, reciprocation and respect
PENETRATIONIs about value and interest
VALUEIs about strength of network, quality of connections and resulting action
TIMEFRAMENetworking is a slow build, long burn activity that needs ongoing effort
Experience. Capability. Technology bwired.com.auExperience. Capability. Technology bwired.com.au
Structure and HistorySiemens
Experience. Capability. Technology bwired.com.auExperience. Capability. Technology bwired.com.au
Structure and HistoryGetting Outcomes
WORKSHOP
PERSONA(S)
LEXICON
SEARCH SET
TEMPLATE
POLICY
ROADMAP
Information discovery and object setting
Target audience descriptions (key behaviours)
Corporate discovery language resource
Volumetric SEO and SEM key phrase set
Content drafting and editing framework
Short-form policy statement and/or review
Recommended deployment strategy (channels)
Experience. Capability. Technology bwired.com.au
Questions
[email protected] | 0411 411 555
@drwarwick … #tds2012
Experience. Capability. Technology bwired.com.au
ENDDavid Warwick
Director of Technology and Services
[email protected]: 0411 411 555P: 1300 780 566
@drwarwickMay 2012