Socialmedia by Anders Sporring

Yesterday the Disruptivemedia conference was held here in Stockholm. I was invited as guestblogger and to be able to handle all information given during the conference I decided not to macroblog during the conference. I used Twitter some during the conference and collected my thoughts/notes in Evernote during the conference.

So here’s a summary of that now.

It all started off with an small discussion about the challenges for Social Media – Some scattered points/thoughts

• Wider acceptance, twitter is starting to be more mainstream
• How to be better in using SM
• Learning more from others
• More examples where it’s been a success in implanting SM

Keynote one – Steve Rubel

Five trends to watch for

Steve started off by talking about what the avarege American do on Internet: The visit about 111 domains and read about 2554 pages during a month. This will not change as there’s only so much information one can process. How can WE be seen in that noice?

trend #1: Satisfaction guarantee – Consumers use SM to get problems solved Custumer care and PR blend Implications for Brands

Audit the entire online experience – Build relationships w Digital Embassis – Prepera to engage and Act Quickly – Be Ubiquitous
Example: Mystarbucksidea.com – crowdsourcing Is also on Twitter and Facebook

trend #2: Media Reforestatation – Some media are contracting and all are in a constant state of reinvention.

The media is undergoing a “reforestation” as it goes digital. (Steve Rubel: Traditional Media vs. Social Media a year ago – “there are elephants over there, and there are zebras over here!”)
Take a broad view of the Media Ecosystem – Become a curator of content in Niches – Re-think how media is measured and Valued
(People dont read online they scan online)
Monitoring brands comments online
Ex: Nissan and Ford – Intel (consumer electronics Insider) Alltop!
Who can be a curator? Anybody who is an SM junkie

Trend #3: Less is the new more

Overload takes it toll – Many simplify and cut back- – Gorging on media is out- Selective ignorance and friends as quality filters are in
Provide utility – Sow seeds with peers, grow plants with pros – Shape the search itself
Kraft has got an Iphone app lifestyle food – receipes Creating brand
Igoogle widget

Trend #4: Corporate allstars

As workers flock to SM to build their brands, some companies recognizes that these individuals can become Corporate All-stars
Connect customers and allstars – give all-stars independence, yet focus them – equip and support active listening
People to watch on Twitter kodakcb Ford (Zappos uses 400 emploeyees to answer and interact on internet, twitter etc)
Choose teamplayers not ppl that are building their personal brands

Trend #5: The power of pull

Where push once ruled, it’s now equally important that markerters create digital content that people will discover and “pull” through search
Not pushing the message – pull the interest
Create resources that enhance the conversation – adopt rather than invent – write for searchers, not just for readers (SEO)
All marketing will be viral – Social media search is Googles Achilles heal
Example pepsico – example of creating content for search – change content headlines for the search engines

Final thoughts:

• Keytrend – Be discoverable
• build relationships not just campagins
• Be fast, fun and flexible
• Check also whitepaper about the Obama campagine
• Use widgets to help
• cunceling companies to use employers to be advicates
• Integrating custumer service and sales

Keynote two – Brian Solis

Initial note: Social media starts with you, with your beliefs and yourself. SM has only spotlighted the human dynamics, embrace them as a human being

Putting the public back in Public Relations

SM is part of the problem
We are so excited about twitter, we embrace more of the tools.
we’re the rest of the people??
You (as in the people) are not in control, Apple doesn’t listen to you what you want, they tell you what you want!

In Social Media you are privileged to participate
Attention – the art to rise above the noice
How are you going to change the ones that follow you
Are you a publicist or a communications expert? Pressreleases are dinosaurs.
Who do report to?
I report to the customer not to the boss.
Change the way we talk, how we influence the ppl
PR publicist – Pressrelease are 102 years old!

We build communities around what we think, talk about we not get followers
Obama used Twitter as a broadcastchannel – he’s a big offender of SM
Marketing DNA – Who has time too be BOTH tweet about your own PB as well as on your companies Brand
Many companies(in USA) hires Twinturn – an intern hired to tweet for a company
Listen to the conversation – listen and learn (PR2.0)
Conversation prism
Why is some persons influences – Find these people? – Learn how to find, an listen! Why are we participating?
You are influential! People Listen too you! People have to learn how to participate.
It’s not about retweeting its about inspiring action.
As a PB stay on twitter – if you’re a company rep – look where all the others are.

Final thoughts:

• key words – recognition, attention, empowerment, honesty, value, sincerity, empathy
• Inspire people to sharing Its about inspiring action
• We’re living in the moment and nothing stay still
• Converse is what its all about
• You will be judged by what you tweet
• It’s to much “me” in social networking
• Read the conversation prism and conversation index to get a fuller picture

Technorati Taggar: Disruptivemedia, Social Media, PR2.0, Steve Rubel, Brian Solis

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