katy lindemann - battle of big thinking 2009
Post on 21-Oct-2014
5.160 views
DESCRIPTION
3 min presentation in the Open Mic (Under 30 Big Thinkers) section of the APG Battle of Big Thinking 2009 [and yes you may notice that it's a slimmed down version of my 'Demystifying Social Media in 7.5 mins talk!]TRANSCRIPT
Confronting the elephant in the room…
Katy LindemannNaked Communications
APG Battle of Big Thinking – 26th Nov 09
Hi,myname’sKatyandI’maseniorstrategistatNakedCommunica8ons.I’veonlygot3minssowithoutfurtherado…
Carto
on ©
Gap
ingv
oid.
com
YOU MAY HAVE NOTICED THE ODD BIT OF BUZZ ABOUT SOCIAL MEDIA…
Right.SocialMedia.You’veprobablyno8cedtheoddbitofbuzzaboutit.
You’reprobablytotallysickofhearingaboutit.
Butwhatexactlyiseveryoneactuallytalkingabout?
Photo © Scott Pargett Photography
WIKIPEDIA
SOCIALMEDIAISMEDIADESIGNEDTOBEDISSEMINATEDTHROUGHSOCIALINTERACTION.
SOCIALMEDIAUSESINTERNETANDWEB‐BASEDTECHNOLOGIESTOTRANSFORMBROADCASTMEDIAMONOLOGUES(ONETOMANY)INTOSOCIALMEDIADIALOGUES(MANYTOMANY).
WHAT IS SOCIAL MEDIA?
Let’sseehowwisethecrowdsare,andconsulttheoracleofallthatthehoardssayistrue–Wikpedia.
OK,sosocialmedia’slikeregularmediaonlyit’smoresocial.
Broughttoyoubytheschoolofsta8ngthebloodyobvious.
SOCIAL MEDIAʼS A CATCH-ALL TERM FOR BLOGS, FACEBOOK, TWITTER AND SO ON *
http://www.flickr.com/photos/stabilo-boss/
So,reallywhenwetalkaboutsocialmedia,we’reusingitasacatch‐alltermforsocialplaPormslikeblogs,Facebook,TwiSer,wikisandthelike,aren’twe?
* THIS IS A LOAD OF BULLSHITSorry,butIthinkthisisactuallyaloadofbullshit.
ITʼS TIME TO CONFRONT THE ELEPHANT IN THE ROOM… Ithinkit’s8metoconfronttheelephantintheroomthattheso‐calledsocialmediaexpertsdon'twantyoutotalkabout...
THEREʼS
NO SUCH THING AS SOCIAL MEDIA
There’snosuchthingassocialmedia.It’sathoroughlymeaninglessandreallyunhelpfulterm.
http://www.flickr.com/photos/rainofwonder/
IT SUGGESTS THE MEDIA ARE SOCIAL. IT MAKES IT ALL ABOUT THE ʻWHEREʼ.
http://www.flickr.com/photos/rainofwonder/
Itsuggeststhemedia–theplaces–aresocial.Itmakesitallaboutthe‘where’.
Butit’snotthewherethat’ssocial.
It’sthe‘what’andthe‘how’.
WHAT: SOCIAL IDEAS
http://www.flickr.com/photos/cayusa/
Thewhatisessen8al–it’saboutsocialideas.Socialideasareideasthatsparkconversa8on&getsharedandpassedon.
Socialideasaren’tanythingnew.They’vealwaysbeenattheheartofbrandcommunica8on.
It’saboutbeingtalkedABOUT.
HOW:SOCIAL BEHAVIOUR
Mostimportantlyhowever,isthe‘how’.
IfsocialideasareaboutgeYngtalkedabout,socialbehaviourisaboutjoiningin.
It’sabouttwo‐waybehaviour,engaginginadialogue.Sharing.Connec8ng.Collabora8ng.
It’sthisthat’sthereallyimportantbit.
ITʼS ABOUT BEING SOCIAL
Solet’sstopthinkingaboutsocialmedia.It’sjustaboutbeingsocial.Socialtechnologiesmightfacilitatethisbehaviour,butjustusingtheseso‐calledsocialmediadoesn’tautoma8callyequatetobeingsocial.
YoucanuseTwiSercompletelyan8socially–lotsofbrandsuseitasjustanotherbroadcastmedium.YoucanhaveaFacebookpageandmillionsoffollowers,buts8lluseitsimplytopushoutbrandmessages.
Theplacesaren'tinherentlysocial.Butwhatyoudotheremightbe.
ʻSOCIAL MEDIAʼ SUGGESTS ITʼS ANOTHER FORM OF MEDIA & SHOULD BE MANAGED AS A MARKETING FUNCTIONIt’salsoacompletelyunhelpfultermbecausewetendtofocusonthe‘media’bit,andautoma8callystartthinkingofitasachannelwithinwhichtopushoutbrandmessages.
Butit’snotjustanothermediachannelandcan‐andshould‐beusedforsomuchmorethanjustmarke8ng.
BUT BEING SOCIAL ISNʼT JUST ABOUT MARKETING. ITʼS ABOUT SO MUCH MORE. LIKE CUSTOMER INSIGHT & RESEARCH.Beingsocialisaboutmorethanjusttalking.Someonewhoonlytalksbutneverlistenswouldn’tremainyourfriendforverylong.
Beingsocialisn’tjustaboutpushingoutmarke8ngmessages–it’saboutlisteningtowhatpeoplearethinking,feeling.
Whatdotheythinkaboutyourbrands?
WhatareyoudoingwellandwherecouldyoubedoingbeSer?
Socialmediamightbegreatformarke8ng,butbeingsocialcanbegreatforsomuchmore–likecustomerinsightandresearch.
OR CUSTOMER SERVICE
Orcustomerservice.
OR PRODUCT & SERVICE DEVELOPMENT
OrR&D
BUILDING LONG-TERM RELATIONSHIPS
Andsoon.Allofwhichcanhelpustobuildvaluableandlonger‐las8ngrela8onshipsbetweenpeopleandbrands.
SocialmedialetsyoumarketTOpeople.
BeingsocialissomethingyoudoWITHpeople.
SO LETʼS FORGET ABOUT SOCIAL MEDIA AND JUST THINK ABOUT BEING SOCIAL
Soplease,canwestopbangingonaboutsocialmediaandthinkaboutbeingsocialinstead?
Right,that’sdefinitelymy3minsdonesoallthatremainstobesaidis…
Thank You.
Katy LindemannNaked Communications
email: [email protected]: www.katylindemann.comtwitter: @katylindemann
…thankyouverymuchforhavingme,andhaveagreatday!