To use social media effectively, you need to understand the much bigger picture - the social and cultural changes that are changing everything!

1. Social Media 101
by Simon Young
www.ijump.co.nz

2. In this presentation
• Why Social Media is important to you
• The mindset and the toolset
• How to find your target audience
• How to launch a social media campaign

3. But first...

4. Meme (meem, n):
a concept that spreads quickly
from person to person
via the internet.

19. MARKETING
Are we
doing it
wrong?

20. Let’s take another look

21. In this presentation
• Why Social Media is important to you
• The mindset and the toolset
• How to find your target audience
• How to launch a social media campaign

22. In this presentation
• Why Social Media is important to you
How do you
• The mindset and the toolset feel being
• How to find your target audience targeted?
• How to launch a social media campaign

23. In this presentation
• Why Social Media is important to you
How do you
• The mindset and the toolset feel being
• How to find your target audience targeted?
• How to launch a social media campaign
...or having a campaign launched at you?

24. RUN!

25. Your customers
are just the same

26. From
“Marketing To”
to
“Marketing With”

27. How?

28. By understanding
what’s going on

29. By understanding
what’s going on
(And how social media fits in)

31. Part One:
The Small Picture
(What is Brand?)

32. Part One: Part Two:
The Small Picture The Big Picture
(What is Brand?) (Revolution!)

33. Part One: Part Two:
The Small Picture The Big Picture
(What is Brand?) (Revolution!)
Part Three:
The New
Dimension

34. Part One: Part Two:
The Small Picture The Big Picture
(What is Brand?) (Revolution!)
Part Four: Part Three:
What it The New
looks like Dimension

35. Part One: Part Two:
The Small Picture The Big Picture
(What is Brand?) (Revolution!)
Part Four: Part Three:
What it The New
looks like Dimension

45. Experience is brand.

46. Experiences spread fast!

47. Part One: Part Two:
The Small Picture The Big Picture
(What is Brand?) (Revolution!)
Part Four: Part Three:
What it The New
looks like Dimension

48. “Revolution is ... the violent transfer
of power and property in the name of
an idea”
Jacques Barzun

49. ?

50. (A bit harsh)

55. Bloody hard work

57. ?

59. Social Media in Australia
and New Zealand
• Roughly 75% of both Australia and NZ’s
population is online
• 50% of Australians use social networking
sites
• 90% of online kiwis are involved in social
networking

64. As for the future, your
task is not to foresee it,
but to enable it.
Antoine de Saint-Exupery

65. Your response

66. Risk = Danger
or
Risk = Fun!

67. Part One: Part Two:
The Small Picture The Big Picture
(What is Brand?) (Revolution!)
Part Four: Part Three:
What it The New
looks like Dimension

68. 1 2
Face-to-Face Broadcast
4 3
Social Media Data-driven

69. Two-way
Personalised
Human
But not scalable
Face to Face

70. Broadcast
Scalable!
But not
two-way
personalised
human

71. Personalised
Scalable
But not really two-way
and not human...
Data-Driven

72. Two-way
Personalised Scalable?
Human
Social Media

73. Part One: Part Two:
The Small Picture The Big Picture
(What is Brand?) (Revolution!)
Part Four: Part Three:
What it The New
looks like Dimension

74. In this presentation
• Why Social Media is important to you√
• The mindset and the toolset
√
• How to find your target audience
• How to launch a social media campaign

75. In this presentation
• Why Social Media is important to you√
• The mindset and the toolset
√
• How to find your target audience
• How to launch a social media campaign

76. What is social media?

78. •Reached 44.5 million people worldwide
in June 2009
•eMarketer predicts 18 million users in
2010
•54% of Fortune 100 companies use
Twitter
•NZ and Australia in the top 6 Twitter
populations in the world
•Visits from Australia to Twitter grew
1067% from beginning of 2009!

79. •Relationship-building
•Real-time
•Conversational
•“Behind-the-scenes”

81. •Over 300 million members worldwide -
fast becoming mainstream
•29% of Fortune 100 companies actively use a
Facebook Fan Page
•Biggest demographic: 35-54 year olds
•Just over 1 million members in NZ, 5.8 million
in Australia
•38% reach of Australians online

82. •Individual profiles
•Fan pages
•Social advertising

84. •The original social media. Turns 10 this year!
•184 million people worldwide have started
a blog
•2 comms/PR issues: corporate blogging,
and blogger relations
•32% of Fortune 100 use corporate blog(s)
•82% of NZers read blogs, 17% create them
•69% of Aussies read blogs, 40% have
started one

85. •Build thought leadership
•Have a quick way to communicate in crises
•Tell your own story, directly

87. •“Facebook for business” (But older than
Facebook!)
•80% of companies using LinkedIn as a
primary tool to find employees
•Traffic has doubled since July last year;
~13 million visitors in Jul 09
•637,000 Australian users
•SAP has purchased a stake in LinkedIn

88. •Individual profiles
•Company profiles
•Groups
•Questions and Answers

89. In this presentation
• Why Social Media is important to you√
• The mindset and the toolset√
√
• How to find your target audience
• How to launch a social media campaign

90. MARKETING
Are we
doing it
wrong?

91. Target Audience
Partners

92. How do we find
partners/
fans/
advocates?

93. Listen

94. Nowadays,
everyone
can be...

97. 97

98. Be a consumer
before being a creator

99. A Listening Station

100. RSS
• There to fetch
information for you

101. Feedreader
• A home for your RSS
feeds

102. Firefox
• Your social media-
friendly vehicle for
navigating the web

103. iGoogle
• All your vital
information in one
screen - powered
by RSS feeds!

108. Why listen?
Being Lead Building
relevant! Generation Relationships
Supporting Correcting
Advocates Misinformation
Spot
opportunities
and problems

110. In this presentation
• Why Social Media is important to you√
• The mindset and the toolset√
√
• How to find your target audience partners√
• How to launch a social media campaign

111. “Social media is not a
campaign, it’s a
commitment”
Scott Monty, Ford
Scott Monty, Ford

112. Talk

113. Talking
Be yourself
Be
transparent
Have
boundaries

115. Whose voice?

118. What if people say bad
things?

120. Converse

121. Conversation
Possibilities
Innovation Loyalty
Advocacy Partnership

122. How do we plan?

124. What just happened?

125. In this presentation
• Why Social Media is important to you√
• The mindset and the toolset√
√
• How to find your target audience partners√
• How to launch a social media campaign
social media presence!√

128. ?

129. ?

131. Your response

132. 1 2
Face-to-Face Broadcast
4 3
Social Media Data-driven

133. Two-way
Personalised Scalable?
Human
Social Media

134. What is social media?

135. Listen

136. Talk

137. Converse

138. Thanks for viewing this! Find out more at:
http://ijump.co.nz/contact
http://ijump.co.nz/subscribe
http://ijump.tv/
http://twitter.com/audaciousgloop
http://twitter.com/ijump

139. What will your
“one small step”
be?

140. Small steps to try
• Set up a Google alert for your brand
• Get started on Twitter
• Sign up for Google reader and subscribe to
blogs
• Join a group on LinkedIn - and actually
contribute! :)
• Start the conversation in your organisation

141. Whatever you do ...
do something!
do something!

142. Who’s using it?

143. “A good plan violently
executed now is better
than a perfect plan
executed next week.”
George S Patton

144. And...
don’t do it alone
don’t do it alone

145. www.iJump.co.nz/subscribe
www.iJump.co.nz/contact
www.iJump.tv
twitter.com/iJump
twitter.com/audaciousgloop

146. Social Media 101
by Simon Young
www.ijump.co.nz
Welcome to the iJump intro in a box. iJump is a
consultancy that helps organisations build co-
creative relationships with their stakeholders. Right
now we do that through social media.

147. In this presentation
• Why Social Media is important to you
• The mindset and the toolset
• How to find your target audience
• How to launch a social media campaign

148. But first...

149. Meme (meem, n):
a concept that spreads quickly
from person to person
via the internet.

164. MARKETING
Are we
doing it
wrong?

165. Let’s take another look

166. In this presentation
• Why Social Media is important to you
• The mindset and the toolset
• How to find your target audience
• How to launch a social media campaign

167. In this presentation
• Why Social Media is important to you
How do you
• The mindset and the toolset feel being
• How to find your target audience targeted?
• How to launch a social media campaign

168. In this presentation
• Why Social Media is important to you
How do you
• The mindset and the toolset feel being
• How to find your target audience targeted?
• How to launch a social media campaign
...or having a campaign launched at you?

169. RUN!

170. Your customers
are just the same

171. From
“Marketing To”
to
“Marketing With”

172. How?

173. By understanding
what’s going on

174. By understanding
what’s going on
(And how social media fits in)

175. In this presentation, we’ll explore...

176. Part One:
The Small Picture
(What is Brand?)
...small picture branding - what you think your brand
is, and what your customer thinks your brand is.

177. Part One: Part Two:
The Small Picture The Big Picture
(What is Brand?) (Revolution!)
We’ll explore the invisible revolution that’s taking
place around the world. We’ll look at why it’s
happening, and how it’s likely to affect you.

178. Part One: Part Two:
The Small Picture The Big Picture
(What is Brand?) (Revolution!)
Part Three:
The New
Dimension
Then we’ll talk about the fourth dimension of
communication that you need to take the leap into,
in order to succeed in the revolutionary world.

179. Part One: Part Two:
The Small Picture The Big Picture
(What is Brand?) (Revolution!)
Part Four: Part Three:
What it The New
looks like Dimension
Finally, we’ll look at what the fourth dimension looks
like - how companies like yours are using social
media to communicate in a fourth-dimensional way.

180. Part One: Part Two:
The Small Picture The Big Picture
(What is Brand?) (Revolution!)
Part Four: Part Three:
What it The New
looks like Dimension
How many business presentations have you been in
where someone says a new technology will
“revolutionise” your business?
And they say this as if it’s a good thing, right?
The sad thing is, revolutions usually aren’t good
news for anyone who is
* secure
* wealthy
* powerful
* established

181. April 25, 2006 was a stormy night, to say the least,

182. ... and a very busy one at the insurance call centre
where iJump cofounder Marie Young worked.

183. Floods, fallen trees, damaged property ... Marie's
team had to be fast on their feet, keeping people and
property out of danger.

184. To make it more complex, the call centre represented
several insurance brands, not just one. Each of those
brands had invested a lot in brand identity - logos,
TV commercials, brochures...

185. But for those customers that night, the brand was the
other end of the phone. If Marie's team failed, the
ads and logos were all in vain. And if they succeeded,
those marketing efforts became part of an overall
positive experience.

190. Experience is brand.

191. Experiences spread fast!

192. Part One: Part Two:
The Small Picture The Big Picture
(What is Brand?) (Revolution!)
Part Four: Part Three:
What it The New
looks like Dimension
Now we’ll look at small picture branding, or, what
the revolution looks like, up close.

193. “Revolution is ... the violent transfer
of power and property in the name of
an idea”
Jacques Barzun
In the book "Dawn to Decadence", historian Jacques
defines a revolution as "the violent transfer of power
and property in the name of an idea".
He goes on:
We have got into the habit of calling too many things
revolutions. Given a new device or practice that
changes our homely habits, we exclaim:
"revolutionary!" But revolutions change more than
personal habits or a widespread practice. They give
culture a new face.
By this definition, we are indeed in revolutionary
times.
Let's take a quick peek at revolutions in the past.

194. ?
Several hundred years ago, people started asking
"Why do we have kings and queens? What use are
they to us?"

195. (A bit harsh)
Some questioning was a bit harsh ...

196. other responses were a tiny bit more measured... But
whether the protest was peaceful or violent, the
message was the same - the people had discovered
their power to choose, and there was no turning
back.
Painfully, in fits and starts, and with many mistakes,
modern democracy was born.

197. But why did people start asking the questions which
led to the revolution?

198. Because technology made it easier to find and spread
information - and therefore new ways of thinking.
The invention of the printing press in 1439 changed
the way information spread. First books, then
newspapers, then pamphlets made information easy
to package and replicate. Anyone could be a
publisher - as long as they had paper, ink and a
printing press.

199. And yet the technology was just an enabler. It
enabled differing viewpoints to spread, and challenge
the status quo. It enabled people to organise
themselves with like-minded people.

200. Bloody hard work
But being a revolutionary took dedication and effort.
Printing presses cost money. Taking part in a
revolution often cost your life. That's why things had
to be really, really bad for people to take action.

201. But today, the revolution is largely invisible.
And it's happening to large organisations -
businesses, governments, educational and religious
institutions.

202. ?
The question is very similar to the one that sparked
previous revolutions: "Why do we have these large
organisations? What use are they to us?"

203. The cause is the same, too. Technology speeds the
spread of information, and people discover
alternatives and challenges to the status quo.
Social media is the most dramatic example of how
fast information can spread. A customer complaint -
or a "wow" experience - can reach thousands of
people in mere seconds.

204. Social Media in Australia
and New Zealand
• Roughly 75% of both Australia and NZ’s
population is online
• 50% of Australians use social networking
sites
• 90% of online kiwis are involved in social
networking

205. The difference between this revolution and those in
the past is that being a revolutionary is easy. You
don't need a printing press, and you don't need to be
willing to die for an idea. You just need to be
interested enough to pass it on.
You can be part of the revolution without even
leaving your chair!
Revolutionary behaviour could be:
* Inventing a disruptive innovation that might put
you out of business. Not many people do this.
* Asking a question that leads someone else to
think of a disruptive innovation. More people do this!
* Sharing a negative customer experience that gets
people mad. Lots of people do that!

206. This phenomenon is found in just about every online
community. It's called the 90-9-1 rule. One percent
actively create change, nine percent get involved with
that change as curators, editors or active spreaders;
and ninety percent are audience. The difference now
is that an idea thought of at 6am in Auckland, New
Zealand can be known worldwide in a matter of
hours. That has never been possible before.

209. As for the future, your
task is not to foresee it,
but to enable it.
Antoine de Saint-Exupery

210. Your response
The French Revolution didn't end well. The monarchy
reached a bloody end, and the vaccuum that resulted
led to mob rule, anarchy and eventually dictatorship.
At around the same time, the British monarchy were
facing similar questions from their people. They
avoided bloody revolution by embracing incremental
change (evolution, not revolution), dialogue with the
people, and pursuit of goals that would benefit both
the monarchy, and the people. This evolutionary
approach to revolution forged a new relationship
between the people and those in power.
What would your organisation prefer? The guillotine?
Or dialogue, leading to pursuit of common goals?

211. Risk = Danger
or
Risk = Fun!

212. Part One: Part Two:
The Small Picture The Big Picture
(What is Brand?) (Revolution!)
Part Four: Part Three:
What it The New
looks like Dimension

213. 1 2
Face-to-Face Broadcast
4 3
Social Media Data-driven
Face-to-Face

214. Two-way
Personalised
Human
But not scalable
Face to Face

215. Broadcast
Scalable!
But not
two-way
personalised
human

216. Personalised
Scalable
But not really two-way
and not human...
Data-Driven

217. Two-way
Personalised Scalable?
Human
Social Media

218. Part One: Part Two:
The Small Picture The Big Picture
(What is Brand?) (Revolution!)
Part Four: Part Three:
What it The New
looks like Dimension

219. In this presentation
• Why Social Media is important to you√
• The mindset√and the toolset
• How to find your target audience
• How to launch a social media campaign

220. In this presentation
• Why Social Media is important to you√
• The mindset√and the toolset
• How to find your target audience
• How to launch a social media campaign

221. What is social media?

223. •Reached 44.5 million people worldwide
in June 2009
•eMarketer predicts 18 million users in
2010
•54% of Fortune 100 companies use
Twitter
•NZ and Australia in the top 6 Twitter
populations in the world
•Visits from Australia to Twitter grew
1067% from beginning of 2009!

224. •Relationship-building
•Real-time
•Conversational
•“Behind-the-scenes”

226. •Over 300 million members worldwide -
fast becoming mainstream
•29% of Fortune 100 companies actively use a
Facebook Fan Page
•Biggest demographic: 35-54 year olds
•Just over 1 million members in NZ, 5.8 million
in Australia
•38% reach of Australians online

227. •Individual profiles
•Fan pages
•Social advertising

229. •The original social media. Turns 10 this year!
•184 million people worldwide have started
a blog
•2 comms/PR issues: corporate blogging,
and blogger relations
•32% of Fortune 100 use corporate blog(s)
•82% of NZers read blogs, 17% create them
•69% of Aussies read blogs, 40% have
started one

230. •Build thought leadership
•Have a quick way to communicate in crises
•Tell your own story, directly

232. •“Facebook for business” (But older than
Facebook!)
•80% of companies using LinkedIn as a
primary tool to find employees
•Traffic has doubled since July last year;
~13 million visitors in Jul 09
•637,000 Australian users
•SAP has purchased a stake in LinkedIn

233. •Individual profiles
•Company profiles
•Groups
•Questions and Answers

234. In this presentation
• Why Social Media is important to you√
• The mindset√and the toolset√
• How to find your target audience
• How to launch a social media campaign

235. MARKETING
Are we
doing it
wrong?

236. Target Audience
Partners

237. How do we find
partners/
fans/
advocates?

238. Listen

239. Nowadays,
everyone
can be...

240. 95

241. 96

242. 97

243. Be a consumer
before being a creator

244. A Listening Station

245. RSS
• There to fetch
information for you

246. Feedreader
• A home for your RSS
feeds

247. Firefox
• Your social media-
friendly vehicle for
navigating the web

248. iGoogle
• All your vital
information in one
screen - powered
by RSS feeds!

253. Why listen?
Being Lead Building
relevant! Generation Relationships
Supporting Correcting
Advocates Misinformation
Spot
opportunities
and problems

255. In this presentation
• Why Social Media is important to you√
• The mindset√and the toolset√
• How to find your target audience partners√
• How to launch a social media campaign

256. “Social media is not a
campaign, it’s a
commitment”
Scott Monty, Ford
Scott Monty, Ford

257. Talk

258. Talking
Be yourself
Be
transparent
Have
boundaries

260. Whose voice?

263. What if people say bad
things?

265. Converse

266. Conversation
Possibilities
Innovation Loyalty
Advocacy Partnership

267. How do we plan?

269. What just happened?

270. In this presentation
• Why Social Media is important to you√
• The mindset√and the toolset√
• How to find your target audience partners√
• How to launch a social media campaign
social media presence!√

273. ?
Several hundred years ago, people started asking
"Why do we have kings and queens? What use are
they to us?"

274. ?
The question is very similar to the one that sparked
previous revolutions: "Why do we have these large
organisations? What use are they to us?"

276. Your response
The French Revolution didn't end well. The monarchy
reached a bloody end, and the vaccuum that resulted
led to mob rule, anarchy and eventually dictatorship.
At around the same time, the British monarchy were
facing similar questions from their people. They
avoided bloody revolution by embracing incremental
change (evolution, not revolution), dialogue with the
people, and pursuit of goals that would benefit both
the monarchy, and the people. This evolutionary
approach to revolution forged a new relationship
between the people and those in power.
What would your organisation prefer? The guillotine?
Or dialogue, leading to pursuit of common goals?

277. 1 2
Face-to-Face Broadcast
4 3
Social Media Data-driven
Face-to-Face

278. Two-way
Personalised Scalable?
Human
Social Media

279. What is social media?

280. Listen

281. Talk

282. Converse

283. Thanks for viewing this! Find out more at:
http://ijump.co.nz/contact
http://ijump.co.nz/subscribe
http://ijump.tv/
http://twitter.com/audaciousgloop
http://twitter.com/ijump

284. What will your
“one small step”
be?

285. Small steps to try
• Set up a Google alert for your brand
• Get started on Twitter
• Sign up for Google reader and subscribe to
blogs
• Join a group on LinkedIn - and actually
contribute! :)
• Start the conversation in your organisation

286. Whatever you do ...
do something!
do something!

287. Who’s using it?

288. “A good plan violently
executed now is better
than a perfect plan
executed next week.”
George S Patton

289. And...
don’t do it alone
don’t do it alone

290. www.iJump.co.nz/subscribe
www.iJump.co.nz/contact
www.iJump.tv
twitter.com/iJump
twitter.com/audaciousgloop