The Future of Social Media
Stephen Waddington@waddsManaging DirectorSpeed
A changing media landscape The rise of social media A shift to participation An opportunity for the PR industry
Agenda
1990: The birth of the Internet
ICCO Summit 2011 3Flickr: campuspartybrasil
1998: Google launched
ICCO Summit 2011 4Screen grab: WayBackMachine
“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
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News print challenged
ICCO Summit 2011 6Flickr: frontlineblogger
Broadcast is booming
ICCO Summit 2011 7Flickr: jonnybaker
Our media appetite is insatiable
ICCO Summit 2011 8Flickr: Locator
The rise of social media
New influence flows
ICCO Summit 2011 10Source: www.philipsheldrake.com
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Awareness of Facebook is 100%. More than 400m users for an average of 37 minutes
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200m users on Twitter for an average of 23 minutes
Vkontake
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Vkontake has 39% penetration in Eastern Europe
Tuenti
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In Spain Facebook is the largest social media site followed by Tuenti
Mobile (and location)
ICCO Summit 2011 16Flickr: macanudos.es
A shift to participation
User generated content
ICCO Summit 2011 18Flickr: Kordian
Radical transparency
ICCO Summit 2011 19Flickr: acidpolly
Loss of control: people talk
ICCO Summit 2011 20Flickr: duncan
Interplay with traditional media
ICCO Summit 2011 21Flickr: alinababafriend
Reality versus expectation = conversation
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An opportunity for the PR industry
Public fooled via spin
Information through communication
Public engagement via two way communication
Back to the future
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Content creation
ICCO Summit 2011 25Flickr: kwl
Authenticity
ICCO Summit 2011 26Source: http://www.alastaircampbell.org
Radical shift in organisational communication
ICCO Summit 2011 27Flickr: stewartmorris
Engagement and participation
ICCO Summit 2011 28Flickr: chrisjohnbeckett
Monitoring
ICCO Summit 2011 29Flickr: donsolo
Social relationship management
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Open business
ICCO Summit 2011 31Flickr: donsolo
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
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UK search marketing worth $5.8 billion in 2010
US market worth $16.6 billion in 2010
But we’ve been here before
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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
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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
The Future of Social Media
Stephen Waddington@waddsManaging DirectorSpeed
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