what is social media… and (more importantly) where are we going? oregon bar association 05.20.10
TRANSCRIPT
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What is social media… and (more importantly) Where are we going?
Oregon Bar Association
05.20.10
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Disclaimer – a rare treat
The information and opinions expressed today are my personal opinions and have not been reviewed by, are not endorsed by and do not represent the opinion or viewpoints of KLC or its affiliates.
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I am your worst nightmare
Ask Jennifer Woodruff, KLC corporate counsel
I worked at Enron, yet I speak about ethics and social media around the country…
I am as experienced in business and social media as it gets… my digital footprint is long, and my business and public relations acumen is high
And I’m an extremely rare phenomenon
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…Or am I?
Image: ® Walt Disney
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Six years ago last winter I was in deep $#@!
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Maslow’s Hierarchy was wrong
Social connection is more foundational to our well- being than food, water and shelter
Emotions are the primary shapers of our experience and trust
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What we’ll cover today
A brief history of social mediaCommunity
• Conversations• Content• Collaboration
A peek into the future of social mediaControl
• Cookies• Clouds
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But first! A word about “dark matter”
Image: Hubble Space Telescope data (NASA, Jan 7, 2007)
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But first! A word about “dark matter”
The fact is… whatever has been posted on the Internet: •Can never be permanently deleted…
•And few employees know it!
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Consider the Wayback Machine
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Versions of the truth are out there
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No matter how dead the deal is…
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AND NOW… A BRIEF HISTORY OF SOCIAL MEDIA
Community…
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A brief history of social media
Community…2004: Conversations
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A brief history of social media
Community…2006: Content
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A brief history of social media
Community…2008: Collaboration
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A brief history of social media
2010: Control• Consumers: My world, my way• Marketers: Attraction, access, data• Organizations: Protection and (more
importantly) education
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Social media is not about tools or technology…
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Social media is about human interaction and social connections
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Where people flock…
Technology becomessmarter, anticipatory
and even more socially embedded
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AND NOW… A PEEK INTO THE FUTURE OF SOCIAL MEDIA
Control…
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A peek into the future of social media
ControlCookies
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Replacing balloons on the antenna…
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Marketers are able to watch every move onsite…
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And that’s crack cocaine to us marketers…
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Meanwhile, consumers are prolific producers…
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And freely share content about businesses…
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And sharing is drop dead easy…
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1M strong today, but huge upside…
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Finally cracking the local advertising code?
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Meanwhile, the future for Foursquare looks bright
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But the dark side of proliferation exists
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But the painful side of proliferation exists
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And proliferate it does: even search is social
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Hey! Are you listening?
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A peek into the future of social media
ControlClouds
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Key questions: who owns consumers’ data?
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Who owns critical business data?
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Prepare all employees
Your employee handbook needs updating:
● Covers social media – with the perspective that employees are “doing it” anyway
● Employees have explicit responsibilities as Brand Ambassadors, during and after business hours – witness the Facebook (and Google) exposure
More importantly, your employees need to be educated and trained in proper etiquette
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Prepare your IT departmentWhat happens when an employee leaves?
● Do you have your employees’ logins and passwords to your business systems? Are you sure? Even in cloud apps?
● Do you have your vendor relationships clearly defined?
● What are your business rules around password data?
● What is your crisis communication plan? (For weekends / emergencies)
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Five things that’ll kick your brand’s a$$
(remember the disclaimer I started with)
● PDA – especially location – -based social apps• You have no control here, so listen, listen, listen
● Marketing’s crack-based innocence• Collaborate before you criticize• Educate before you do anything
● Not having a listening system in place● Cloud-based apps and their passwords
• Google, Bing, Yahoo, Facebook, Twitter, Flickr…
● Restrictive policies that piss off employees• Especially when they leave
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social media happens
Janet JohnsonTwitter: @janetleejohnson
503.807.8964