Using + Social Media = Fail

I was at #Online09 (Online Publishing) at Olympia in London, to do a keynote in the Social Media Marketing theatre today.

I'm delighted to say (and perhaps its a sign of the times) that the room was packed - standing room only. They even stayed until the end :-)

I was kicking around what happens when you deconstruct the social media thang, into its social + media parts (I have blogged about this previously).

But I started from the perspective that the future is not digital.

When Gutenberg invented movable type (circa 1450) a new era was ushered in. Within 50 years there were 20 million books on the planet (to share among 450m people - I know there were 450m people at the time because I asked my friends on Twitter).

That's 20m in 50 years from a standing start (as described by Stephen Fry in his BBC show on Gutenberg). And that standing start included zero mass production techniques or technologies. Quite staggering.

And I wondered what the big prediction would have been in 1500 among the soothest sayers of the day. What next? More books?

Not likely is it.

Yet we keep banging on about a digital future.

1450 is also regarded as the beginning of the great age of exploration. The future was the renaissance, new forms of organisation (capitalism replacing feudalism) the destruction of the power of the old order (the Reformation across Europe). That's the effect of more books - it is what people did together with this new 'book' technology.

And right now, the future is not about new and better digital tools, or their prolifieration - it is about what we do together with them - the new self-organising future that dawns.

And that, and what businesses and organisations can do to benefit from all this, is what my keynote was about this morning.

Here's the slides - and, as always, your thoughts are welcome.

Using + Social Media = Fail

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ROI in social media: If you can measure it you can value it

One of the toughest challenges facing those of us seeking to evangelise the use of social media for its group-forming, co-creating, conversation-enabling, epoch-making value, is getting sign-off from those holding the purse-strings.
Like many embedded in social media I tend to 'know' there's value in it. I don't need anyone to calculate it for me and offer me a Return On Investment.
But not everyone is embedded in social media - and that 'not everyone' often includes those in the boardroom who need to justify every sweat of spend to shareholders and other stakeholders - especially in troubled times.
So Luke Brynley-Jones' presentation at Brando Social's Winning With Social Media event might be just what you were waiting for.
Luke argues that if you can measure something you can ascribe value to it - and reveals how you can go about measuring social media.
It's the third video from the morning session of Winning With Social Media (which was held at the Soho Hotel, London, last week). Watch it below. I've also added Luke's slidedeck.
Alternatively, watch the video alongside the slidedeck on the brandosocial.com site.
The previous two parts: What is social media? and Adapting Brands and organisations to the networked world (by me) and From Interruption to Engagement (by Alan Moore) have been made available on this blog earlier this week.
And yes, there is more to come!
Hope you're enjoying the series and I do, as always, welcome your comments and contributions.
Disclosure: I work for Brando Social.


Luke Brynley-Jones "New measures of success" from Brando Social on Vimeo.

Here are Luke's slides to accompany the video:

New measures of success: ROI in social media

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