Gutenberg vs. MooreThe Fight of the Centuries

Kevin M. Brett

May 14, 2013

Catholic Brand in Play: 15th Century

Johannes Gutenberg & A Famous Pupil

Program or Be Programmed

“With the printing press came writing. The Bible was no longer set in stone, but something to be changed – or at least to be interpreted. Martin Luther posted his ninety-five theses, the first great ‘mod’ of Catholicism…” – Douglas Rushkoff

The Gatekeepers:They May Not Support Your Agenda

Access to Printing is Limited;

Printing Expensive; Poor Business Model

Social Media: 20th Century

Gordon Moore and Moore’s Law: The number of transistors on the chip doubles every 18-24 months

Just a Few Key Strokes by Anyone from Anywhere at Any Time

Your Brand is in Play 24/7/365

Live with It…

Deal with It…

Social Media: 21st Century

• Within 5 Minutes• Wikipedia Post• YouTube Videos• Twitter Tweets• FB Mentions• LinkedIn Posts• UO Brand in Play

Catholic Brand in Play: 21st Century

• About 45,500,000 results (0.29 seconds)• “But why isn’t Bernard Law in jail?” – Slate• “Disgraced US Cardinal…” --  Guardian• “Bernard Law Hid Pedophiles” – Care2.com

Catholic Brand in Play: 21st Century• About 587,000 results (0.18 seconds)• “For Cardinal Roger Mahony, social media is a powerful

pulpit.” – LA Times• “Cardinal: LA’s Mahony Should Help Select Pope.” –

KABC 7 News• “Cardinal Roger Mahony Tweets, but not about

Deposition.” – ABC News

The Numbers Don’t Lie

• 2/3rds of Global Internet Population Uses Social Media• 10 percent of Total Internet Time is Social Media Time• More Popular Than Checking E-Mail• 93% Believe a Company Should Have a Social Media

Presence• 85% Companies Should Interact with Customers

Through Social Media

Democratizing Communications

Internet Access; A Few Thoughts; A Few Key Strokes

The Basic Truths of Social Media

1. Ubiquitous, but NOT Monolithic

2. Digital is Eternal

3. Conversational Marketing

4. Thought Leadership

Blogging is Alive and Well

• 54.1 million WordPress sites• 327 million subscribers• 2.5 billion pages• 500,000 new posts daily• 400,000 comments daily

Almost DailyBrett is Alive and Well

• 204 Posts• 183 Comments• Nearly 20,000 Total Page Views• July 2009: Seven Page Views• April 2013: 1,627 Page Views• SEO: Tagging• SEO: Promoting on social media• http://almostdailybrett.wordpress.com

From Dorm Rooms to Wall Street

• LinkedIn, 2003• MySpace, 2003• Facebook, 2004• Flickr, 2004• YouTube, 2005• Twitter, 2006• What’s Next?

SEC Sets Rules for Disclosure Using Social Media – NY Times

• FB, Twitter Use OK• Must Inform Investors in Advance• Same as company website

Tale of Two IPOs

• Networking Strategy• 200 million subscribers• $19.5 billion Market

Capitalization• $723 million in

revenues• $13 million in profits• Debuted at $45; Now

$176.34

• Social Media Strategy

• 1.1 billion subscribers

• $65.5 billion Market Capitalization

• $4.3 billion in revenues

• $714 million in profits

• Debuted at $38; Now $27.13

Rolling Stones Social Media• 12.67 million likes

• 376,674 friends

• 331,542 followers

• 214,172 subscribers

• No LinkedIn page

• No blog

Proposal for 50th Anniversary Tour

Drive likes to 20 million

Drop MySpace efforts

Tweet at least twice daily

Post a video of a song per concert

Use to talk with sponsors

Blog at least weekly

Digital is Eternal

“Really Checking Her Out”

Facebook Page of Fired Secret Service Agent

Brand Train Wrecks

Word of Mouth on Steroids

Thought LeadershipDoes Your Bishop Have “Standing”?

Is “Ghostblogging” Kosher?

• “Okay” as long as ideas come from exec: 71-20 percent; 8 percent neutral

• Should be publicly disclosed: 56-35 percent• Respond to comments: 56-35 percent• Respond to other blogs: 42-44 percent

What Now?Strategies to Succeed in a Digital World

Underpromise; Overdeliver

“…Word of mouth works a lot faster on the Internet than it does person-to-person because you can just e-mail a bunch of your friends and say ‘hey I just had this amazing experience.’ That is one of the reasons that we wanted to keep upgrading shipping.” – Alfred Lin of Zappos.com

The Trading of Brands in Cyberspace

“More young people will learn about IBM from Wikipedia in the coming years than from IBM itself.” – New York Times Columnist Thomas L. Friedman

24/7/365 Monitoring & Response

“The digital bazaar is a many-to-many conversation among people acting in one or more of the cultural roles. It is too turbulent to be directed or dominated.” – Author and Columnist Douglas Rushkoff.

Doing Good, Not Just Doing Well

“Can companies do well by doing good? Yes…sometimes.” – University of Michigan Professor Aneel Karnani

Wisdom, Even from Corvallis

“I tell our players all the time, ‘As soon as you start going down the wrong track and you start doing something wrong, the clock starts ticking until the day you are caught, because it’s going to happen’…In our world today, you think it’s not going to be found out eventually?” -- Oregon State Football Coach Mike Riley

Not A Matter of “If,” a Matter of “When”

• Tell the Truth• Tell it All• Tell it Fast • Move On

Appreciate the Difference Between a Homily and a Conversation

• Two-Way Asymmetrical Theory: Research-based message delivered to audience

• Two-Way Symmetrical Theory: Two-Way Conversation Among Equals

Diffusion of Innovation Theory

Manage or Be Managed:Your “Brand” is in Play