wwf, fernando zarur - social media & multimedia workshop. 3rd lundquist csr online awards,...
TRANSCRIPT
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Social media beyond the hypeBridging the generational digital gap
Fernando ZarurHead of online (acting)[email protected]
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WWF online presence
● Panda.org: ~500,000 visits per month;
● Facebook/wwf: +740,000 fans;
● Twitter/wwf: +470,000 followers;
● YouTube/wwf: +2,800,000 channel views;
● Email (advocacy): ~150,000 emails.
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© Galt Museum & Archives
Social media beyond the hype
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~1440 - Gutenberg's printing press
A single Renaissance printing press could produce 3,600 pages/day, compared to 40 by hand-printing and a few by hand-copying
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New media technology offered:
● lower production costs;
● drastically faster data output and dissemination;
● simple and accessible information storage;
● easy copying and sharing.
More people had access to the means of production and dissemination of information
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By the year 1500:
● 1000 printing presses were in operation in Western Europe and had produced 8 million books
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© Galt Museum & Archives
The Ninety-Five Theses
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© Galt Museum & Archives
The Reformation was a media revolution
● From 1518 to 1520, in two years, in Germany alone Luther's ideas were distributed in 300,000 printed copies;
● In 1530 over 10,000 publications are known, with a total of ten million copies;
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Other consequences:
● social,religious and educational revolution;
● establishment of a community of scientists who could easily communicate their discoveries;
● authorship was suddenly important and the first copyright laws were passed;
● led to the issuing of the first newspapers;
● easy data copying and sharing;
● laid the material basis for the modern knowledge-based economy;
● rise of nationalism;
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The common denominator between Tim Berners-Lee invention and Gutenberg's is that both promoted
mainstream access to the means of production and dissemination of information.
First HTML web page published by Timer Berners-Lee in 1989
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"When we change the way we communicate, we change society"Clay Shirky
Tahrir Square, Egypt
“Digital networks are increasing the fluidity of all media. The old choice between one-way public media (like books and movies) and two-way private media (like the phone) has now expanded to include a third option: two-way media that operates on a scale from private to public.”
Clay Shirky (Here Comes Everybody: The Power of Organizing Without Organizations)
Wall Street, USA
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The Internet is a 16 year old teenager!
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Generation gap antidotes:
1. Give it strategic importance
"Where customers spend their time is where you build your brand. (...) For an increasing number of customers, you are your website [and your social media channels]. It's about time senior management woke up to that fact."
Gerry McGovern (gerrymcgovern.com)
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Generation gap antidotes:
2. Get the right people and team structures
● Integrative communications thinking;● At ease with social technologies;● Know how to combine the old with the new; ● Envision how technologies can create value;● Lean collaboration skills;● Use social technologies to detect emerging
opportunities or threats and respond to them;Patrick Spenner, Why You Need a New-Media “Ringmaster” (HBR 2010)
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Generation gap antidotes:
3. Invest and experiment
"Up to 90% of spend goes to advertising and retail promotions. Yet the single most powerful impetus to buy is often someone else's advocacy".
David Edelman (McKinsey & Company’s Global Digital Marketing Strategy)
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It is less about YOU... ...and more about THEM:
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© Galt Museum & Archives
It's about engagement and relationship.
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"(...) What if you could figure out how to use the Internet to empower the people who like you, who respect you, who have a vested interest in your success? I call this group of people—your friends and prospects and customers who are willing to do this—your fan club."
Seth Godin
Empower your supporters
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"Listen" more, "shout" less
"Traditional marketing is about getting attention. But web marketing is about paying attention."
Gerry McGovern
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...be open and participate in the conversation
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© Galt Museum & Archives
New media is just a tool, not an end goal...
Core rules of communication still apply! Don't throw away what you know, but humble to adapt and learn.