fys session 2 trends
TRANSCRIPT
FYS – 22 september 2009
The changing media landscapeThe rise of social media
Agenda1. History of media development2. Drivers of the social media revolution3. Suggestions for organizations
GIMMICK – MIRROR - ART
1997-2004:USERS AS PASSIVE CONSUMERES
THEY START TO ORGANISE
THE EIGHT DRIVERS OF THE WEB2.0 REVOLUTION
PERVASIVENESS OF REPORTING TOOLS
1. UBIQUITY OF REPORTING TOOLS
UBIQUITY OF REPORTING TOOLS
LEADING TO BIZARTRAVELING STORIES (youtube)
3. SOCIAL SOFTWARE: CONNECTING PEOPLE & DATA
SOCIAL SOFTWARE: CONNECTING PEOPLE & DATA
4. THE WEB GETS MOBILE
EXCHANGING BUSINESS CARDS
5. THE MASHABLE WEB
6. THE POWER OF NETWORKED PEOPLE
8. TAPPING INTO THE WEALTH OF NETWORKS
SOCIAL CAPITAL
CREATIVE CAPITAL
FINANCIAL CAPITAL
PASSION CAPITAL
PASSION CAPITAL
INSPIRATION!
ALL SONGS IN ITUNES WERESOLD AT LEAST ONCE
WHAT DOES THIS MEAN FOR ORGANIZATIONS?
3 DO’S
1. CONSUMER DECIDES RELEVANCE OF MESSAGES
FACTS
• 85% of the consumers: a top rank in Google means a top brand
• 90% of all users do not look behind page 1• 77% of all users find a page through a search
engine
THE FACTS
2. DON’T SHOUT: LISTEN AND HAVE A CONVERSATION
Mystarbucksidea
STARBUCKS: registered users give are asked to leave behind ideas on new products
GOAL?• Innovation• Feedback
DUTCH EXAMPLES
KLM : http://www.klmbluelab.nl Postbank:
http://futureeyes.web-log.nl/mijn_weblog/2006/11/postbank_cocrea.html
DUTCH EXAMPLES…
3. LEARN TO MONITOR AND PARTICIPATE
On september 13 2004 someone posts an article on
his personal website…
Result….
The mentos cola geyser
Suppose you are a communication
officer at Coca Cola. How would
you respond?
Coke spokeswoman Susan McDermott in WSJ: “We would hope people want to
drink (Diet Coke) more than try experiments with it.”
Later:The Poetry in Motion Challenge
Questions?
Presentation can be found athttp://www.slideshare.net/igorterhalle