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Social Media: It's Not What You Say That Matters

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Paul Isakson
Paul Isakson

The first part of the deck for what we've been sharing with clients as far as how to look at social media. If you'd like us to give you the full presentation in person, let me know.

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IT’S NOT WHAT YOU SAY THAT MATTERS, IT’S WHAT YOU DO. ©2009 Paul Isakson Paul Isakson - paulisakson.com
The World’s Best Social Media Marketing Presentation* by Paul Isakson Head of Strategy space150 paulisakson.com *A tribute to Paul Arden ©2009 Paul Isakson
What we’ll cover: Why social media matters Marketing and social media Connecting with people If you can’t do any of this... ©2009 Paul Isakson
Why does social media matter? ©2009 Paul Isakson
2/3 ©2009 Paul Isakson Global Internet Population Visit Social Networks Source: http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/ Flickr // Spencer E Holtaway
4/5 ©2009 Paul Isakson U.S. Online Adults Participate In Social Media Source: http://blogs.forrester.com/groundswell/2009/08/social-technology-growth-marches-on-in-2009-led-by-social-network-sites.html# Flickr // davefishernc
©2009 Paul Isakson The total time spent globally on social networks is growing at nearly 1.5X faster than the Internet average – growing 18% between December 2007 and December 2008. Source: http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/ Flickr // NathanFromDeVryEET
All of this is creating a growing number of conversations... ©2009 Paul Isakson
both in social media and in people’s real world lives. ©2009 Paul Isakson
Often, these conversations are of minimal importance to marketing or your brand. ©2009 Paul Isakson
But sometimes, they are about, or are related to, your brand. ©2009 Paul Isakson
Why does that matter? ©2009 Paul Isakson
"Your brand is no stronger than your reputation — and will increasingly depend on what comes up when you are Googled." Allan Jenkins Global Communications Consultant ©2009 Paul Isakson
Source: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110641 ©2009 Paul Isakson
PEOPLE’S BEHAVIORS ARE CHANGING ©2009 Paul Isakson
“A revolution doesn't happen when a society adopts new tools. It happens when society adopts new behaviours...” Clay Shirky Author, Consultant, Professor at NYU Us Now (Film) ©2009 Paul Isakson Flickr // Rain Rabbit
“A revolution doesn't A REVOLUTION happen when a society adopts new tools. It happens when society IS IN PROCESS adopts new behaviours...” Clay Shirky Author, Consultant, Professor at NYU Us Now (Film) ©2009 Paul Isakson Flickr // Rain Rabbit
IT’S TIME FOR MARKETERS TO ADOPT NEW BEHAVIORS ©2009 Paul Isakson Flickr // Andrew Huff
THE FUTURE OF MARKETING IS NOT ABOUT DOING AND SAYING THINGS TO PEOPLE ©2009 Paul Isakson Flickr // Arnisto.com
THE FUTURE OF MARKETING IS ABOUT DOING THINGS WITH AND FOR PEOPLE ©2009 Paul Isakson Paul Isakson - paulisakson.com
Marketing and social media ©2009 Paul Isakson
“People don’t want marketing messages in social networks or when they are having a dinner party.” Jason Calacanis CEO Mahalo.com / Internet Entrepreneur ©2009 Paul Isakson Flickr // ElectricSheep
“People don’t want marketing DON’T MARKET messages in social networks or when they are having a dinner party.” TO PEOPLE Jason Calacanis CEO Mahalo.com / Internet Entrepreneur ©2009 Paul Isakson
Marketing in Blogs Facebook Twitter YouTube social media is often Flickr FriendFeed LinkedIn Delicious narrowly viewed and talked Digg Last.fm MySpace Wikipedia about as the tools people Pandora Plaxo Seesmic Vimeo use within it. ©2009 Paul Isakson
“(When it comes to social media) companies focus on the features, tools and technologies, yet fail to understand the behaviors of their own customers online. As a result, they miss the mark.” Jeremiah Owyang Senior Industry Analyst Forrester Research ©2009 Paul Isakson Flickr // shinyai
”Companies approach social media in two different ways. The first way, the companies focus on the features, tools and technologies, yet fail to DON’T FOCUS understand the behaviors of their own customers online. As a result, they miss the mark. ON THE TOOLS The second type of company scans the seascape, and understands the fish they’re trying to reach. As a result, they are more successful in connecting with customers… and catch the big fish... Fish where the fish are.” Jeremiah Owyang Senior Industry Analyst Forrester Research ©2009 Paul Isakson Flickr // shinyai
The power of social media is found in the results of people using these tools – the creation of self-organized communities of likeminded people – making it a valuable way for businesses to inspire, inform, understand and connect with the people who buy their products and services. ©2009 Paul Isakson Flickr // daveandsima
IN OTHER WORDS, THE MAGIC OF SOCIAL MEDIA IS NOT WHAT HAPPENS IN SOCIAL MEDIA, BUT WHAT HAPPENS OUTSIDE OF IT, BECAUSE OF IT. ©2009 Paul Isakson Paul Isakson - paulisakson.com
What are people organizing around? ©2009 Paul Isakson
Shared Values Shared Shared Interests Beliefs ©2009 Paul Isakson Paul Isakson - paulisakson.com
How do we connect with people? ©2009 Paul Isakson
©2009 Paul Isakson
Technographics ©2009 Paul Isakson
This isn’t what matters. ©2009 Paul Isakson
Technographics This is. ©2009 Paul Isakson
©2009 Paul Isakson Flickr // e-magic
PEOPLE’S BEHAVIORS ARE CHANGING ©2009 Paul Isakson
What people are doing? ©2009 Paul Isakson
5 The Connecting Creating Collaborating Main Behaviors Sharing Consuming in Social Media ©2009 Paul Isakson Paul Isakson - paulisakson.com
5 The Connecting Creating Collaborating Main Behaviors Sharing Consuming in Social Media ©2009 Paul Isakson
People are connecting with friends, family, acquaintances and others Connecting who share their interests, values, and/or beliefs. ©2009 Paul Isakson Flickr // alexkess
Thought Starters: What values, beliefs and interests do you share with the people who buy your products and/or services? Connecting Where are those people already spending time that you could connect with them through those things? How can you connect people to other people and things that will help them accomplish their goals? ©2009 Paul Isakson Flickr // chrisjohnbeckett
5 The Connecting Creating Collaborating Main Behaviors Sharing Consuming in Social Media ©2009 Paul Isakson
People are collaborating with others who share their values, interests, Collaborating and/or beliefs to accomplish a shared goal, vision or project. ©2009 Paul Isakson Flickr // The Moonstone Archive
Thought Starters: How can you collaborate with people Collaborating in a meaningful way? How can you help people collaborate with each other more easily? ©2009 Paul Isakson Flickr // McGarry
5 The Connecting Creating Collaborating Main Behaviors Sharing Consuming in Social Media ©2009 Paul Isakson
People are consuming content to learn, be entertained, seek validation, feel more connected, etc. Consuming Consuming: Watching, Reading, Listening, Skimming, Collecting, etc. ©2009 Paul Isakson Flickr // _alef_
Thought Starters: What can you teach people that will help them achieve their goals? What can you learn from people that Consuming will help you be a better marketer or help you make better products? How can you reward people for consuming and sharing your content? ©2009 Paul Isakson Flickr // GlowPlug
5 The Connecting Creating Collaborating Main Behaviors Sharing Consuming in Social Media ©2009 Paul Isakson
People are creating content of various kinds to express themselves, share their thoughts with others, share a creative talent Creating or passion, and, in some cases, to build their “personal brand.” Content: Photos, Videos, Blog Posts, Tweets, Comments, etc. ©2009 Paul Isakson Flickr // Thomas Hawk
Thought Starters: What can you create that people will benefit from? Creating What can you give to people that will help them create more interesting content to spread? ©2009 Paul Isakson Flickr // Iguana Jo
5 The Connecting Creating Collaborating Main Behaviors Sharing Consuming in Social Media ©2009 Paul Isakson
People are sharing things they find Sharing interesting or important with friends, family and followers. ©2009 Paul Isakson Flickr // Dieter Drescher
Thought Starters: What can you share that will make Sharing the community better? How can you help others share things more easily? ©2009 Paul Isakson Flickr // Iguana Jo
How do we get people to do stuff with us? ©2009 Paul Isakson
©2009 Paul Isakson Flickr // paulisakson
THE BEST WAY TO GET PEOPLE TO DO STUFF WITH YOU, IS TO FIRST JOIN THEM IN WHAT THEY ARE ALREADY DOING. ©2009 Paul Isakson Paul Isakson - paulisakson.com
If you can’t do any of that? ©2009 Paul Isakson
DO SOMETHING WORTH TALKING ABOUT. ©2009 Paul Isakson Flickr // moriza
And if you can’t do that either? ©2009 Paul Isakson
JUST LISTEN ©2009 Paul Isakson Flickr // Patricil
Listen for rich insights related to your brand about what people really want and need. ©2009 Paul Isakson Flickr // EssG
LISTEN FOR OPPORTUNITIES TO MAKE YOUR _______ BETTER. ©2009 Paul Isakson
Lastly, always remember... ©2009 Paul Isakson
IT’S NOT WHAT YOU SAY THAT MATTERS, IT’S WHAT YOU DO. ©2009 Paul Isakson Paul Isakson - paulisakson.com
Thank You ©2009 Paul Isakson
Paul Isakson Head of Strategy space150 blog / paulisakson.com twitter / @paulisakson email / paul.isakson@gmail.com ©2009 Paul Isakson

More Related Content

Social Media: It's Not What You Say That Matters

  • 1. IT’S NOT WHAT YOU SAY THAT MATTERS, IT’S WHAT YOU DO. ©2009 Paul Isakson Paul Isakson - paulisakson.com
  • 2. The World’s Best Social Media Marketing Presentation* by Paul Isakson Head of Strategy space150 paulisakson.com *A tribute to Paul Arden ©2009 Paul Isakson
  • 3. What we’ll cover: Why social media matters Marketing and social media Connecting with people If you can’t do any of this... ©2009 Paul Isakson
  • 4. Why does social media matter? ©2009 Paul Isakson
  • 5. 2/3 ©2009 Paul Isakson Global Internet Population Visit Social Networks Source: http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/ Flickr // Spencer E Holtaway
  • 6. 4/5 ©2009 Paul Isakson U.S. Online Adults Participate In Social Media Source: http://blogs.forrester.com/groundswell/2009/08/social-technology-growth-marches-on-in-2009-led-by-social-network-sites.html# Flickr // davefishernc
  • 7. ©2009 Paul Isakson The total time spent globally on social networks is growing at nearly 1.5X faster than the Internet average – growing 18% between December 2007 and December 2008. Source: http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/ Flickr // NathanFromDeVryEET
  • 8. All of this is creating a growing number of conversations... ©2009 Paul Isakson
  • 9. both in social media and in people’s real world lives. ©2009 Paul Isakson
  • 10. Often, these conversations are of minimal importance to marketing or your brand. ©2009 Paul Isakson
  • 11. But sometimes, they are about, or are related to, your brand. ©2009 Paul Isakson
  • 12. Why does that matter? ©2009 Paul Isakson
  • 13. "Your brand is no stronger than your reputation — and will increasingly depend on what comes up when you are Googled." Allan Jenkins Global Communications Consultant ©2009 Paul Isakson
  • 15. PEOPLE’S BEHAVIORS ARE CHANGING ©2009 Paul Isakson
  • 16. “A revolution doesn't happen when a society adopts new tools. It happens when society adopts new behaviours...” Clay Shirky Author, Consultant, Professor at NYU Us Now (Film) ©2009 Paul Isakson Flickr // Rain Rabbit
  • 17. “A revolution doesn't A REVOLUTION happen when a society adopts new tools. It happens when society IS IN PROCESS adopts new behaviours...” Clay Shirky Author, Consultant, Professor at NYU Us Now (Film) ©2009 Paul Isakson Flickr // Rain Rabbit
  • 18. IT’S TIME FOR MARKETERS TO ADOPT NEW BEHAVIORS ©2009 Paul Isakson Flickr // Andrew Huff
  • 19. THE FUTURE OF MARKETING IS NOT ABOUT DOING AND SAYING THINGS TO PEOPLE ©2009 Paul Isakson Flickr // Arnisto.com
  • 20. THE FUTURE OF MARKETING IS ABOUT DOING THINGS WITH AND FOR PEOPLE ©2009 Paul Isakson Paul Isakson - paulisakson.com
  • 21. Marketing and social media ©2009 Paul Isakson
  • 22. “People don’t want marketing messages in social networks or when they are having a dinner party.” Jason Calacanis CEO Mahalo.com / Internet Entrepreneur ©2009 Paul Isakson Flickr // ElectricSheep
  • 23. “People don’t want marketing DON’T MARKET messages in social networks or when they are having a dinner party.” TO PEOPLE Jason Calacanis CEO Mahalo.com / Internet Entrepreneur ©2009 Paul Isakson
  • 24. Marketing in Blogs Facebook Twitter YouTube social media is often Flickr FriendFeed LinkedIn Delicious narrowly viewed and talked Digg Last.fm MySpace Wikipedia about as the tools people Pandora Plaxo Seesmic Vimeo use within it. ©2009 Paul Isakson
  • 25. “(When it comes to social media) companies focus on the features, tools and technologies, yet fail to understand the behaviors of their own customers online. As a result, they miss the mark.” Jeremiah Owyang Senior Industry Analyst Forrester Research ©2009 Paul Isakson Flickr // shinyai
  • 26. ”Companies approach social media in two different ways. The first way, the companies focus on the features, tools and technologies, yet fail to DON’T FOCUS understand the behaviors of their own customers online. As a result, they miss the mark. ON THE TOOLS The second type of company scans the seascape, and understands the fish they’re trying to reach. As a result, they are more successful in connecting with customers… and catch the big fish... Fish where the fish are.” Jeremiah Owyang Senior Industry Analyst Forrester Research ©2009 Paul Isakson Flickr // shinyai
  • 27. The power of social media is found in the results of people using these tools – the creation of self-organized communities of likeminded people – making it a valuable way for businesses to inspire, inform, understand and connect with the people who buy their products and services. ©2009 Paul Isakson Flickr // daveandsima
  • 28. IN OTHER WORDS, THE MAGIC OF SOCIAL MEDIA IS NOT WHAT HAPPENS IN SOCIAL MEDIA, BUT WHAT HAPPENS OUTSIDE OF IT, BECAUSE OF IT. ©2009 Paul Isakson Paul Isakson - paulisakson.com
  • 29. What are people organizing around? ©2009 Paul Isakson
  • 30. Shared Values Shared Shared Interests Beliefs ©2009 Paul Isakson Paul Isakson - paulisakson.com
  • 31. How do we connect with people? ©2009 Paul Isakson
  • 34. This isn’t what matters. ©2009 Paul Isakson
  • 35. Technographics This is. ©2009 Paul Isakson
  • 36. ©2009 Paul Isakson Flickr // e-magic
  • 37. PEOPLE’S BEHAVIORS ARE CHANGING ©2009 Paul Isakson
  • 38. What people are doing? ©2009 Paul Isakson
  • 39. 5 The Connecting Creating Collaborating Main Behaviors Sharing Consuming in Social Media ©2009 Paul Isakson Paul Isakson - paulisakson.com
  • 40. 5 The Connecting Creating Collaborating Main Behaviors Sharing Consuming in Social Media ©2009 Paul Isakson
  • 41. People are connecting with friends, family, acquaintances and others Connecting who share their interests, values, and/or beliefs. ©2009 Paul Isakson Flickr // alexkess
  • 42. Thought Starters: What values, beliefs and interests do you share with the people who buy your products and/or services? Connecting Where are those people already spending time that you could connect with them through those things? How can you connect people to other people and things that will help them accomplish their goals? ©2009 Paul Isakson Flickr // chrisjohnbeckett
  • 43. 5 The Connecting Creating Collaborating Main Behaviors Sharing Consuming in Social Media ©2009 Paul Isakson
  • 44. People are collaborating with others who share their values, interests, Collaborating and/or beliefs to accomplish a shared goal, vision or project. ©2009 Paul Isakson Flickr // The Moonstone Archive
  • 45. Thought Starters: How can you collaborate with people Collaborating in a meaningful way? How can you help people collaborate with each other more easily? ©2009 Paul Isakson Flickr // McGarry
  • 46. 5 The Connecting Creating Collaborating Main Behaviors Sharing Consuming in Social Media ©2009 Paul Isakson
  • 47. People are consuming content to learn, be entertained, seek validation, feel more connected, etc. Consuming Consuming: Watching, Reading, Listening, Skimming, Collecting, etc. ©2009 Paul Isakson Flickr // _alef_
  • 48. Thought Starters: What can you teach people that will help them achieve their goals? What can you learn from people that Consuming will help you be a better marketer or help you make better products? How can you reward people for consuming and sharing your content? ©2009 Paul Isakson Flickr // GlowPlug
  • 49. 5 The Connecting Creating Collaborating Main Behaviors Sharing Consuming in Social Media ©2009 Paul Isakson
  • 50. People are creating content of various kinds to express themselves, share their thoughts with others, share a creative talent Creating or passion, and, in some cases, to build their “personal brand.” Content: Photos, Videos, Blog Posts, Tweets, Comments, etc. ©2009 Paul Isakson Flickr // Thomas Hawk
  • 51. Thought Starters: What can you create that people will benefit from? Creating What can you give to people that will help them create more interesting content to spread? ©2009 Paul Isakson Flickr // Iguana Jo
  • 52. 5 The Connecting Creating Collaborating Main Behaviors Sharing Consuming in Social Media ©2009 Paul Isakson
  • 53. People are sharing things they find Sharing interesting or important with friends, family and followers. ©2009 Paul Isakson Flickr // Dieter Drescher
  • 54. Thought Starters: What can you share that will make Sharing the community better? How can you help others share things more easily? ©2009 Paul Isakson Flickr // Iguana Jo
  • 55. How do we get people to do stuff with us? ©2009 Paul Isakson
  • 56. ©2009 Paul Isakson Flickr // paulisakson
  • 57. THE BEST WAY TO GET PEOPLE TO DO STUFF WITH YOU, IS TO FIRST JOIN THEM IN WHAT THEY ARE ALREADY DOING. ©2009 Paul Isakson Paul Isakson - paulisakson.com
  • 58. If you can’t do any of that? ©2009 Paul Isakson
  • 59. DO SOMETHING WORTH TALKING ABOUT. ©2009 Paul Isakson Flickr // moriza
  • 60. And if you can’t do that either? ©2009 Paul Isakson
  • 61. JUST LISTEN ©2009 Paul Isakson Flickr // Patricil
  • 62. Listen for rich insights related to your brand about what people really want and need. ©2009 Paul Isakson Flickr // EssG
  • 63. LISTEN FOR OPPORTUNITIES TO MAKE YOUR _______ BETTER. ©2009 Paul Isakson
  • 65. IT’S NOT WHAT YOU SAY THAT MATTERS, IT’S WHAT YOU DO. ©2009 Paul Isakson Paul Isakson - paulisakson.com
  • 67. Paul Isakson Head of Strategy space150 blog / paulisakson.com twitter / @paulisakson email / paul.isakson@gmail.com ©2009 Paul Isakson