Sharing with you here the keynote presentation I gave on May 6th to the students of the Masters class "Issues in Marketing Communication", at the IHECS (Haute Ecole Galilée). A bit more about the story: I had the honor to be contacted by Jean Pierre Ranschaert, teacher "Chef de Travaux" at the IHECS and blogger at LIVErtising], for this special assignment, last course before the end of the year evaluations.
How is Social Media connected to reality? Is it all about technology, digital and web? What's that big thing about the web? Is it just a must do trend? Are brands listening? Do they simply... care? Should they, really?
The idea was to bring a general overview and a few simple cases to point out a series of important elements in social media dynamics. At the end of the day, technology, digital and web are "just" tools that facilitate the transport of information or bring extra UTILITY to the CONTEXT people live in. The social media side of the digital evolution (simply said "connected humans"), is probably one of the most important factor to always keep in mind. It is all about sociology, psychology, one-to-one (direct) relations, group behavior. It all happens around or through the places where conversations pop, stay, and spread (or die). But it also, ultimately, relies on the places where great and new EXPERIENCE is lived and shared (yesss, life rocks, remember?). And last but not least... it is all about relevant, expandable, positive, shared VALUE, created within the CONTEXT.
On the day of the live presentation, I must say I was very happy to have such response and feedback. Surprised (in a very positive way) by the direction of some questions coming from the students...
- "When I hear about social media, it seems we always have to be connected... Why should we spend our lives in front of computers or mobiles?"
- "When you share something on Twitter, like a picture, a link or a quote... does it make you feel better or greater?"
As communication experts or just active participant how would you answer these questions? - And of course, please don't hesitate to shoot comments on the presentation. It is and will remain open to change & updates.
PS : Wanted to thank Jean Pierre Ranschaert for the invite and honor, Helge Tennø for his encouragements and feedback and Gavin Heaton for his always FAB presence (not only online, but LIVE on Skype during the keynote this time...) and for the extra precious and deeply appreciated VALUE he brought while being the noble Servant of my Blob-bla-bla Chaos. ; )
PPS : And since it is mentioned as a case example in the presentation, but I didn't point it there, The Age of Conversation book also have 2 next editions published after the first one. The brand new, AOC 3 is available for purchase right now. All benefits going to a children's charity nominated by the 171 authors. - Check it out and go for it!
SIDE NOTE : I just found an interesting guest post of Marta Majewska on Chris Hall's brilliant Cowbell blog. Marta's question is : "Would you be my... brand?". She refers to brands listening (or not) and the special type of relationships they may or ma not have with their consumers. Is it or should it be like in a love/friendship story? Check it out.