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the me2revolution

the me2revolution. 07.25.2006. In the Beginning…. There was a Bang. A Really Big Bang. The Big Bang. This was a cataclysmic event It was driven by technological forces Plummeting bandwidth and storage costs Everything goes mobile Instant publishing flourishes

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the me2revolution

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  1. the me2revolution 07.25.2006

  2. In the Beginning…

  3. There was a Bang

  4. A Really Big Bang

  5. The Big Bang • This was a cataclysmic event • It was driven by technological forces • Plummeting bandwidth and storage costs • Everything goes mobile • Instant publishing flourishes • Search, social networks make it easy to seek out each other • But it was also driven by societal forces • Scandals have eroded trust in corporations, government, media, institutions

  6. A person like yourself or your peer 68% Doctor or health care specialist 59% Academic 57% Accountant 53% NGO rep 53% Financial/Industry analyst 53% Regular employee of company 45% CEO of company 28% Lawyer 21% Union representative 20% Entertainer/Athlete 12% 0% 20% 40% 60% 80% 100% The Big Bang Source: Edelman Trust Barometer 2006

  7. The Big Bang • Power is now distributed • Information is driven from the bottom up • It’s easier to tune out institutional PR/marketing • It’s easier to tune in to each other • A social media universe has emerged

  8. ME The Social Media Universe

  9. The Social Media Universe • This is not your father’s Internet • 1992 - 2002: Corporate America built the Web • 2002 and beyond: Individuals build the Web • Communities are the new centers of gravity in this universe • Everything revolves around me

  10. The Social Media Universe

  11. The Social Media Universe

  12. The Social Media Universe

  13. Explore the Universe • Make Friends • Build Colonies Your Mission:

  14. Find

  15. Find • Determine who are your evangelists/vigilantes • Locate their watering holes • Know what makes them tick

  16. Find

  17. Find

  18. Listen

  19. Listen • Mine the conversations • Figure out what your members want • Understand the common threads of conversation • Develop insights that help you get involved

  20. Listen Blog posts per day mentioning “Boy Scouts” or “Boy Scout”

  21. Listen

  22. Listen

  23. Listen

  24. Listen

  25. Listen

  26. Engage

  27. Explore their universe! Blast off and participate in their world Learn the language and converse Be open to talking and learning Address the good, the bad, and the ugly Engage

  28. Engage • Show people you care • Interact with community influencers to build relationships • Show you are open to and encourage feedback • Even better, join the conversation • Roll your own blogs and podcasts • Put yourself at “eye level” with your customers and influencers

  29. Empower

  30. Empower • Use your power to help people reach their dreams • Give your online influentials a role in marketing • Develop win-win programs that start conversations

  31. One Mission in Space

  32. Wal-Mart

  33. Wal-Mart • Find: Identify influential pro/anti Wal-Mart bloggers • Listen: Actively track conversations to determine the quality and quantity of the buzz being spread • Engage: Develop one-to-one relationships with bloggers; launch a blog on walmartfacts.com that tells the bigger story • Empower: Invite bloggers to Bentonville to meet Wal-Mart execs and to continue the dialogue

  34. Wal-Mart • Results • Twenty-five sites linked to the “Stories” blog in just one week • The Wal-Mart Web site, walmartfacts.com, received more than 140,000 hits in a matter or days. • Wal-Mart receives widespread praise from Business Week and The New York Times

  35. the me2revolution 07.25.2006

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