The Fight of the Centuries

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2 Νοε 2013 (πριν από 3 χρόνια και 7 μήνες)

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Gutenberg vs. Moore

The Fight of the Centuries

Kevin M. Brett

May 14, 2013

Catholic Brand in Play:

15
th

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: 20
th

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: 21
st

Century


Within 5 Minutes


Wikipedia Post


YouTube Videos


Twitter Tweets


FB Mentions


LinkedIn Posts


UO Brand in Play

Catholic Brand in Play: 21
st

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: 21
st

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
50
th

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 Leadership

Does 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