Next Generation Social Marketing

Government & Nonprofit

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  • Next Generation Social Marketing Photo: ocean.flynn http://www.flickr.com/photos/oceanflynn/315385916/
  • Social Media Jeopardy!
  • Her teenage angst about parents and boyfriend was watched by millions on YouTube until she was exposed as a hired actress
  • This word describing an online collaborative tool comes from the Hawaiian word meaning “quick”
  • You would be excited to be listed as one of someone’s top eight friends on this social networking site
  • This presidential candidate recently opened a virtual office in Second Life
  • The initials RSS stand for this tool used by blogs, news sites and people wanting to track their ego feed
  • The combination of these two ingredients started a trend on YouTube of videos showing the explosive results
  • “Astroturfing” and “sock puppetry” are two different methods of doing this online marketing no-no
  • The revelation about a forged document by this blog led to the downfall of Dan Rather
  • socialmedia.wikispaces.com/presentation
  • Web 1.0 is… • Static • Centrally managed • Slow to change • Unidirectional • Tech-heavy Photo: trixiebedlam http://www.flickr.com/photos/trixiepix/382991932/
  • Web 1.0
  • What is Web 2.0?
  • The People Formerly Known as the Audience Photo: Arend Kuester http://www.flickr.com/photos/arendpictures/1165255854
  • Photo: Waxy Poetic http://www.flickr.com/photos/waxypoetic/274724321/
  • The Internet is Part of Our Lives • U.S. adults - 70% use it • World - 17% use it • 91% of internet users use e-mail • 91% use search engines • 67% get news • 66% visit a government website • 39% read blogs Photo: Kimi Iwasaki http://www.flickr.com/photos/quimix/149816828/ Pew Internet Survey - Dec. 2006
  • Most Adults are Online 2000-2006 85% 80% 69% 31% 0% 20% 40% 60% 80% 100% Age 18-29 Age 30-49 Age 50-64 Age 65+ Pew Internet Project Surveys, 2000-2006
  • 93% of American teens are online Photo: Bdegan http://www.flickr.com/photos/bdegan/70074551/
  • Health & Social Issues Online • 79% of internet users look for health/medical information online • 58% go to a website that provides info/support for a specific medical condition or personal situation • 54% look online for news or information about politics • 30% look for religious/spiritual info • 18% make a donation to a charity online Photo:WujekDobraRadahttp://www.flickr.com/photos/wujek-dobra-rada/414458218/ Pew Internet Project Surveys
  • Media Shift Source: Blackfriars Marketing http://www.blackfriarsinc.com/blog/2007/03/advertising-shift-away-from-tv-radio
  • The Death of the 30 Second Spot? Photo: you are your atman http://www.flickr.com/photos/midlander/47670621/
  • Social Media Marketing SOCIAL MEDIA TO THE RESCUE! With apologies to XKCD http://xkcd.com/c208.html
  • What can you do with social media? Communicate Connect Collaborate/ Co-Create Collect/Categorize Collective Wisdom Customization Conversation Community All leading to the big C -- CHANGE!
  • Communicate Blogs Podcasts Video Blogging Video Sharing Photo Sharing
  • Blogs
  • Podcasts
  • Video Blogging/Sharing
  • Photo Sharing
  • Connect Social networks Mobile text messaging Instant messaging/Twitter Skype
  • Social Networks
  • Mobile Text Messaging Smoking cessation Nutrition Fitness Medication reminders Disaster response Symptom checker Diabetes Photo: de.ef.ha http://www.flickr.com/photos/deefha/40136221/
  • Collaborate/Co-Create Wikis Consumer-Generated Media Open Source Software Creative Commons Mash-ups
  • CGM
  • Open Sourcing
  • Collect/Categorize Tagging Social Bookmarking Search Engines
  • Tagging Photo: Beth Kanter http://www.flickr.com/photos/cambodia4kidsorg/260004685/
  • Collective Wisdom Ratings Sites Wikipedia Social News
  • Customization RSS Widgets Virtual Worlds/Avatars
  • Widgets
  • Custom Avatars
  • CDC in Second Life
  • Conversation Blog Comments/Responses Meme Trackers
  • Community Created by all of the above Fostered by common interests Built through conversations
  • How can these tools lead to change? Building awareness, spreading the word Providing social support and motivation Coordinating unified approach Involving those affected by the problem in creating the solution Helping people take action Customizing messages Humanizing the issue
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