The Future of Social Media Stephen Waddington @wadds Managing Director Speed.
-
Upload
frederick-beasley -
Category
Documents
-
view
216 -
download
0
Transcript of The Future of Social Media Stephen Waddington @wadds Managing Director Speed.
![Page 1: The Future of Social Media Stephen Waddington @wadds Managing Director Speed.](https://reader036.fdocuments.net/reader036/viewer/2022062423/5697bf901a28abf838c8ddcc/html5/thumbnails/1.jpg)
The Future of Social Media
Stephen Waddington@waddsManaging DirectorSpeed
![Page 2: The Future of Social Media Stephen Waddington @wadds Managing Director Speed.](https://reader036.fdocuments.net/reader036/viewer/2022062423/5697bf901a28abf838c8ddcc/html5/thumbnails/2.jpg)
A changing media landscape The rise of social media A shift to participation An opportunity for the PR industry
Agenda
![Page 3: The Future of Social Media Stephen Waddington @wadds Managing Director Speed.](https://reader036.fdocuments.net/reader036/viewer/2022062423/5697bf901a28abf838c8ddcc/html5/thumbnails/3.jpg)
1990: The birth of the Internet
ICCO Summit 2011 3Flickr: campuspartybrasil
![Page 4: The Future of Social Media Stephen Waddington @wadds Managing Director Speed.](https://reader036.fdocuments.net/reader036/viewer/2022062423/5697bf901a28abf838c8ddcc/html5/thumbnails/4.jpg)
1998: Google launched
ICCO Summit 2011 4Screen grab: WayBackMachine
![Page 5: The Future of Social Media Stephen Waddington @wadds Managing Director Speed.](https://reader036.fdocuments.net/reader036/viewer/2022062423/5697bf901a28abf838c8ddcc/html5/thumbnails/5.jpg)
“Networked markets are beginning to self-organize faster than the companies that have traditionally served them.”
“Thanks to the web, markets are becoming better informed, smarter, and more demanding of qualities missing from most business organizations.”
2000: Cluetrain Manifesto
ICCO Summit 2011 5
![Page 6: The Future of Social Media Stephen Waddington @wadds Managing Director Speed.](https://reader036.fdocuments.net/reader036/viewer/2022062423/5697bf901a28abf838c8ddcc/html5/thumbnails/6.jpg)
News print challenged
ICCO Summit 2011 6Flickr: frontlineblogger
![Page 7: The Future of Social Media Stephen Waddington @wadds Managing Director Speed.](https://reader036.fdocuments.net/reader036/viewer/2022062423/5697bf901a28abf838c8ddcc/html5/thumbnails/7.jpg)
Broadcast is booming
ICCO Summit 2011 7Flickr: jonnybaker
![Page 8: The Future of Social Media Stephen Waddington @wadds Managing Director Speed.](https://reader036.fdocuments.net/reader036/viewer/2022062423/5697bf901a28abf838c8ddcc/html5/thumbnails/8.jpg)
Our media appetite is insatiable
ICCO Summit 2011 8Flickr: Locator
![Page 9: The Future of Social Media Stephen Waddington @wadds Managing Director Speed.](https://reader036.fdocuments.net/reader036/viewer/2022062423/5697bf901a28abf838c8ddcc/html5/thumbnails/9.jpg)
The rise of social media
![Page 10: The Future of Social Media Stephen Waddington @wadds Managing Director Speed.](https://reader036.fdocuments.net/reader036/viewer/2022062423/5697bf901a28abf838c8ddcc/html5/thumbnails/10.jpg)
New influence flows
ICCO Summit 2011 10Source: www.philipsheldrake.com
![Page 12: The Future of Social Media Stephen Waddington @wadds Managing Director Speed.](https://reader036.fdocuments.net/reader036/viewer/2022062423/5697bf901a28abf838c8ddcc/html5/thumbnails/12.jpg)
ICCO Summit 2011 12
Awareness of Facebook is 100%. More than 400m users for an average of 37 minutes
![Page 13: The Future of Social Media Stephen Waddington @wadds Managing Director Speed.](https://reader036.fdocuments.net/reader036/viewer/2022062423/5697bf901a28abf838c8ddcc/html5/thumbnails/13.jpg)
ICCO Summit 2011 13
200m users on Twitter for an average of 23 minutes
![Page 14: The Future of Social Media Stephen Waddington @wadds Managing Director Speed.](https://reader036.fdocuments.net/reader036/viewer/2022062423/5697bf901a28abf838c8ddcc/html5/thumbnails/14.jpg)
Vkontake
ICCO Summit 2011 14
Vkontake has 39% penetration in Eastern Europe
![Page 15: The Future of Social Media Stephen Waddington @wadds Managing Director Speed.](https://reader036.fdocuments.net/reader036/viewer/2022062423/5697bf901a28abf838c8ddcc/html5/thumbnails/15.jpg)
Tuenti
ICCO Summit 2011 15
In Spain Facebook is the largest social media site followed by Tuenti
![Page 16: The Future of Social Media Stephen Waddington @wadds Managing Director Speed.](https://reader036.fdocuments.net/reader036/viewer/2022062423/5697bf901a28abf838c8ddcc/html5/thumbnails/16.jpg)
Mobile (and location)
ICCO Summit 2011 16Flickr: macanudos.es
![Page 17: The Future of Social Media Stephen Waddington @wadds Managing Director Speed.](https://reader036.fdocuments.net/reader036/viewer/2022062423/5697bf901a28abf838c8ddcc/html5/thumbnails/17.jpg)
A shift to participation
![Page 18: The Future of Social Media Stephen Waddington @wadds Managing Director Speed.](https://reader036.fdocuments.net/reader036/viewer/2022062423/5697bf901a28abf838c8ddcc/html5/thumbnails/18.jpg)
User generated content
ICCO Summit 2011 18Flickr: Kordian
![Page 19: The Future of Social Media Stephen Waddington @wadds Managing Director Speed.](https://reader036.fdocuments.net/reader036/viewer/2022062423/5697bf901a28abf838c8ddcc/html5/thumbnails/19.jpg)
Radical transparency
ICCO Summit 2011 19Flickr: acidpolly
![Page 20: The Future of Social Media Stephen Waddington @wadds Managing Director Speed.](https://reader036.fdocuments.net/reader036/viewer/2022062423/5697bf901a28abf838c8ddcc/html5/thumbnails/20.jpg)
Loss of control: people talk
ICCO Summit 2011 20Flickr: duncan
![Page 21: The Future of Social Media Stephen Waddington @wadds Managing Director Speed.](https://reader036.fdocuments.net/reader036/viewer/2022062423/5697bf901a28abf838c8ddcc/html5/thumbnails/21.jpg)
Interplay with traditional media
ICCO Summit 2011 21Flickr: alinababafriend
![Page 22: The Future of Social Media Stephen Waddington @wadds Managing Director Speed.](https://reader036.fdocuments.net/reader036/viewer/2022062423/5697bf901a28abf838c8ddcc/html5/thumbnails/22.jpg)
Reality versus expectation = conversation
ICCO Summit 2011 22
![Page 23: The Future of Social Media Stephen Waddington @wadds Managing Director Speed.](https://reader036.fdocuments.net/reader036/viewer/2022062423/5697bf901a28abf838c8ddcc/html5/thumbnails/23.jpg)
An opportunity for the PR industry
![Page 24: The Future of Social Media Stephen Waddington @wadds Managing Director Speed.](https://reader036.fdocuments.net/reader036/viewer/2022062423/5697bf901a28abf838c8ddcc/html5/thumbnails/24.jpg)
Public fooled via spin
Information through communication
Public engagement via two way communication
Back to the future
ICCO Summit 2011 24
![Page 25: The Future of Social Media Stephen Waddington @wadds Managing Director Speed.](https://reader036.fdocuments.net/reader036/viewer/2022062423/5697bf901a28abf838c8ddcc/html5/thumbnails/25.jpg)
Content creation
ICCO Summit 2011 25Flickr: kwl
![Page 26: The Future of Social Media Stephen Waddington @wadds Managing Director Speed.](https://reader036.fdocuments.net/reader036/viewer/2022062423/5697bf901a28abf838c8ddcc/html5/thumbnails/26.jpg)
Authenticity
ICCO Summit 2011 26Source: http://www.alastaircampbell.org
![Page 27: The Future of Social Media Stephen Waddington @wadds Managing Director Speed.](https://reader036.fdocuments.net/reader036/viewer/2022062423/5697bf901a28abf838c8ddcc/html5/thumbnails/27.jpg)
Radical shift in organisational communication
ICCO Summit 2011 27Flickr: stewartmorris
![Page 28: The Future of Social Media Stephen Waddington @wadds Managing Director Speed.](https://reader036.fdocuments.net/reader036/viewer/2022062423/5697bf901a28abf838c8ddcc/html5/thumbnails/28.jpg)
Engagement and participation
ICCO Summit 2011 28Flickr: chrisjohnbeckett
![Page 29: The Future of Social Media Stephen Waddington @wadds Managing Director Speed.](https://reader036.fdocuments.net/reader036/viewer/2022062423/5697bf901a28abf838c8ddcc/html5/thumbnails/29.jpg)
Monitoring
ICCO Summit 2011 29Flickr: donsolo
![Page 30: The Future of Social Media Stephen Waddington @wadds Managing Director Speed.](https://reader036.fdocuments.net/reader036/viewer/2022062423/5697bf901a28abf838c8ddcc/html5/thumbnails/30.jpg)
Social relationship management
ICCO Summit 2011 30
![Page 31: The Future of Social Media Stephen Waddington @wadds Managing Director Speed.](https://reader036.fdocuments.net/reader036/viewer/2022062423/5697bf901a28abf838c8ddcc/html5/thumbnails/31.jpg)
Open business
ICCO Summit 2011 31Flickr: donsolo
![Page 32: The Future of Social Media Stephen Waddington @wadds Managing Director Speed.](https://reader036.fdocuments.net/reader036/viewer/2022062423/5697bf901a28abf838c8ddcc/html5/thumbnails/32.jpg)
49% integrate social media with traditional PR, across practice areas
31% rely on a dedicated social media team within the consultancy
11% rely on external partners
9% use a combination of the approaches above
An opportunity recognised
ICCO Summit 2011 32
![Page 33: The Future of Social Media Stephen Waddington @wadds Managing Director Speed.](https://reader036.fdocuments.net/reader036/viewer/2022062423/5697bf901a28abf838c8ddcc/html5/thumbnails/33.jpg)
UK search marketing worth $5.8 billion in 2010
US market worth $16.6 billion in 2010
But we’ve been here before
ICCO Summit 2011 33
![Page 34: The Future of Social Media Stephen Waddington @wadds Managing Director Speed.](https://reader036.fdocuments.net/reader036/viewer/2022062423/5697bf901a28abf838c8ddcc/html5/thumbnails/34.jpg)
54% of consultancy heads believe clients have mixed views as to which communications discipline owns social media
27% of respondents believe clients see social media communications as part of PR activity
19% feel that a majority of clients do not view such services as part of public relations
It’s time to claim our ground
ICCO Summit 2011 34
![Page 35: The Future of Social Media Stephen Waddington @wadds Managing Director Speed.](https://reader036.fdocuments.net/reader036/viewer/2022062423/5697bf901a28abf838c8ddcc/html5/thumbnails/35.jpg)
Images sourced from Flickr with thanks to: acidpolly, alinababafriend, br1dotcom, campuspartybrasil, chrisjohnbeckett, donsolo, duncan, frontlineblogger, jonnybaker, Kordian, kwl, Locator, macanudos.es, and stewartmorris.
Other images with thanks to: Alistair Campbell, Phillip Sheldrake, and WayBackMachine.
Photo credits
ICCO Summit 2011 35
![Page 36: The Future of Social Media Stephen Waddington @wadds Managing Director Speed.](https://reader036.fdocuments.net/reader036/viewer/2022062423/5697bf901a28abf838c8ddcc/html5/thumbnails/36.jpg)
The Future of Social Media
Stephen Waddington@waddsManaging DirectorSpeed