social media - the art of digital storytelling
TRANSCRIPT
Social Media: The Art of
Digital StorytellingJemima Gibbons | @JemimaG
Royal Holloway University of London Thursday 3 December 2015
Overview
1.Introduction
2.Hot trends
3.Ways of working
4.Project management
5.The future: a post digital culture
6.Making social work for YOU
1Introduction
Once upon a time…
“In the 1970s we weren’t told what to do all the time. Mainly because there were only about eight things to do.”
Richard Osman Pointless
“In [tomorrow’s] virtual world things will have value that are not expressible in money today…
reputation will become a digital asset.” Kosta Peric
Bill & Melinda Gates Foundation
2Hot trends
Hot trends
1. Short form visuals
2. Video
3. Distribution
4. Social CRM
Periscopes, Vines, emoji and gifs
2.1 Short form visuals
So, what do you want?
1. End of the World job interview
2. Telekinetic Coffee Shop
3. Test Drive
Buzzfeed: content lab
2.3 Distribution
3Ways of working
Ways of working
1. Fully integrated
2. Internal department
3. Outsourced
4. DIY
3.1 Fully integrated
1. Social as a function across all teams
2. A truly “social business”
3. All stakeholders fully incorporated
4. Sustainable, ethical and transparent
5. Best example: Zappos
3.1 Zappos
3.2 Internal team
1.Typical of larger global companies e.g. Mondelez, Proctor + Gamble, Unilever
2. Led by strong personalities Scott Monty, Ford
Bonin Bough, Mondelez (ex Pepsico)
3. Multi-million $ budgets
4. State of the art monitoring
5. Big data analytics
3.3 Outsourced
1. Outsourcing for three key reasons: Small or medium sized business who can’t afford in-house
Large, ambitious x-media creative briefs
Need for global, 24 hour, multi-lingual monitoring
2. Served by traditional ad/ PR sector
3. And new dedicated social media agencies: eModeration, Tempero, We Are Social
global monitoring often supplied by women
working flexible hours part-time from home
#100ReasonsWhy: Claremont/ Munro & Forster
3.3 Skills Funding Agency
3.4 DIY
1. The solution for most small businesses
2. Often done without a strategy or training
3. The gap that social media launch pack fills
4. Best examples are where the CEO or
another member of senior team is a natural
4Project management
Project management
1. Communication
2. Collaboration
3. Innovation
NHS Horizons uses Twitter to drive #NHSChangeDay
4.1 Communication
Graeme Linehan uses Slack to produce TV shows
4.2 Collaboration
Mint Digital uses Kickstarter for R&D
4.3 Innovation
5The future: a post-digital culture
The future
1. Peak social
2. Off-gridding
3. Augmented reality
4. Fragmentation
Content shock, adblocking & hashtag fatigue
5.1 Peak Social
Gartner Hype Cycle Digital Marketing 2015
Lena Dunham, prepping and IRL
5.2 Off-gridding
@Umairh: 235K Twitter followers
Multi-sensory and tactile communications
5.3 Augmented reality
Gillian Tett, Pierre Bourdieu: the silo effect
5.4 Fragmentation
6Making social work for YOU
Making social work for you
1. Your digital footprint
2. What recruiters look for
3. Your digital profile
What do people see when they first Google you?
6.1 Your digital footprint
6.1 Your digital footprint
1.Remove tags/ report offensive media
2.Check your privacy settings on all networks
3.Ensure private conversations are private
4.Decide whether you need or wish to have
separate accounts for work and play
5.Consider your career choice(s)
6.Be careful who you connect with
6.2 What recruiters look for
1.They expect you to have a social presence
2.Keen interest in chosen field (platform?)
3.Designers on Dribbble; developers Github
4.Passion and enthusiasm for life
5.Discipline and maturity
6.But they don’t expect you to be a saint!
7.Personal referral/ word of mouth crucial
6.3 Your professional profile
1.Ensure your LinkedIn profile is complete
2.Optimise any other profiles that are public
3.Use events to build your online network
4.Join conversations in your field
5.Curation is as important as creation
6.Consider blogging: words, images or video
7. A ‘side project’ can help your career…
@Panacea81
Lauren Luke
Bang Tidy Music
Fabian Castellani
Be Brave Initiative
Kerry Few
How will you tell your story?
