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Social Media - The Art of Digital Storytelling

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Social Media: The Art of Digital Storytelling Jemima Gibbons | @JemimaG Royal Holloway University of London Thursday 3 December 2015


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Overview 1.Introduction 2.Hot trends 3.Ways of working 4.Project management 5.The future: a post digital culture 6.Making social work for YOU


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1 Introduction


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Once upon a time…


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“In the 1970s we weren’t told what to do all the time. Mainly because there were only about eight things to do.” Richard Osman Pointless


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“In [tomorrow’s] virtual world things will have value that are not expressible in money today… reputation will become a digital asset.” Kosta Peric Bill & Melinda Gates Foundation


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The Tale of The Social Brand


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2 Hot trends


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Hot trends 1. Short form visuals 2. Video 3. Distribution 4. Social CRM


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2.1 Short form visuals Periscopes, Vines, emoji and gifs


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2.2 Video End of The World Job Interview LG Ultra HD TV


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2.2 Video Telekinetic Coffee Shop MGM / Carrie remake


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2.2 Video Test Drive Pepsi Max


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So, what do you want? 1. End of the World job interview 2. Telekinetic Coffee Shop 3. Test Drive


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2.3 Distribution Buzzfeed: content lab


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2.3 Distribution Nescafe: global site


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2.4 Social CRM Zappos, Airbnb, Uber


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3 Ways of working


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Ways of working 1. Fully integrated 2. Internal department 3. Outsourced 4. DIY


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3.1 Fully integrated 1. Social as a function across all teams 2. A truly “social business” 3. All stakeholders fully incorporated 4. Sustainable, ethical and transparent 5. Best example: Zappos


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3.1 Zappos


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3.2 Internal team 1.Typical of larger global companies e.g. Mondelez, Proctor + Gamble, Unilever 2. Led by strong personalities Scott Monty, Ford Bonin Bough, Mondelez (ex Pepsico) 3. Multi-million $ budgets 4. State of the art monitoring 5. Big data analytics


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3.2 Coca-Cola Facebook Fan Page


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3.3 Outsourced 1. Outsourcing for three key reasons: Small or medium sized business who can’t afford in-house Large, ambitious x-media creative briefs Need for global, 24 hour, multi-lingual monitoring 2. Served by traditional ad/ PR sector 3. And new dedicated social media agencies: eModeration, Tempero, We Are Social global monitoring often supplied by women working flexible hours part-time from home


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3.3 Volvo Super Bowl Interception: Grey New York


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3.3 Skills Funding Agency #100ReasonsWhy: Claremont/ Munro & Forster


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3.4 DIY 1. The solution for most small businesses 2. Often done without a strategy or training 3. The gap that social media launch pack fills 4. Best examples are where the CEO or another member of senior team is a natural


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4 Project management


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Project management 1. Communication 2. Collaboration 3. Innovation


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4.1 Communication NHS Horizons uses Twitter to drive #NHSChangeDay


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4.2 Collaboration Graeme Linehan uses Slack to produce TV shows


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4.3 Innovation Mint Digital uses Kickstarter for R&D


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5 The future: a post-digital culture


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The future 1. Peak social 2. Off-gridding 3. Augmented reality 4. Fragmentation


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5.1 Peak Social Content shock, adblocking & hashtag fatigue


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Gartner Hype Cycle Digital Marketing 2015


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5.2 Off-gridding Lena Dunham, prepping and IRL


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Umair Haque / medium.com


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@Umairh: 235K Twitter followers


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5.3 Augmented reality Multi-sensory and tactile communications


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5.4 Fragmentation Gillian Tett, Pierre Bourdieu: the silo effect


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6 Making social work for YOU


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Making social work for you 1. Your digital footprint 2. What recruiters look for 3. Your digital profile


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6.1 Your digital footprint What do people see when they first Google you?


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6.1 Your digital footprint 1.Remove tags/ report offensive media 2.Check your privacy settings on all networks 3.Ensure private conversations are private 4.Decide whether you need or wish to have separate accounts for work and play 5.Consider your career choice(s) 6.Be careful who you connect with


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6.2 What recruiters look for 1.They expect you to have a social presence 2.Keen interest in chosen field (platform?) 3.Designers on Dribbble; developers Github 4.Passion and enthusiasm for life 5.Discipline and maturity 6.But they don’t expect you to be a saint! 7.Personal referral/ word of mouth crucial


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6.3 Your professional profile 1.Ensure your LinkedIn profile is complete 2.Optimise any other profiles that are public 3.Use events to build your online network 4.Join conversations in your field 5.Curation is as important as creation 6.Consider blogging: words, images or video 7. A ‘side project’ can help your career…


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Lauren Luke @Panacea81


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Fabian Castellani Bang Tidy Music


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Kerry Few Be Brave Initiative


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How will you tell your story?


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The end. Tweet me @JemimaG Jemimag@gmail.com Jemimagibbons.com Socialmedialaunchpack.com


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