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Social Media: The Art of
Digital Storytelling
Jemima Gibbons | @JemimaG
Royal Holloway University of London
Thursday 3 December 2015
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
1
Introduction
Once upon a time…
“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
“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
The Tale of The Social Brand
2
Hot trends
Hot trends
1. Short form visuals
2. Video
3. Distribution
4. Social CRM
Periscopes, Vines, emoji and gifs
2.1 Short
form visuals
End of The World Job Interview
2.2 Video
LG Ultra HD TV
Telekinetic Coffee Shop
2.2 Video
MGM / Carrie remake
Test Drive
2.2 Video
Pepsi Max
So, what do you want?
1. End of the World job interview
2. Telekinetic Coffee Shop
3. Test Drive
Buzzfeed: content lab
2.3 Distribution
Nescafe: global site
2.3 Distribution
Zappos, Airbnb, Uber
2.4 Social CRM
3
Ways of working
Ways of working
1. Fully integrated
2. Internal department
3. Outsourced
4. DIY
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
3.1 Zappos
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
Facebook Fan Page
3.2 Coca-Cola
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
Super Bowl Interception: Grey New York
3.3 Volvo
#100ReasonsWhy: Claremont/ Munro & Forster
3.3 Skills Funding Agency
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
4
Project management
Project management
1. Communication
2. Collaboration
3. Innovation
NHS Horizons uses Twitter to drive #NHSChangeDay
4.1 Communication
Graeme Linehan uses Slack to produce TV shows
4.2 Collaboration
Mint Digital uses Kickstarter for R&D
4.3 Innovation
5
The future: a post-digital
culture
The future
1. Peak social
2. Off-gridding
3. Augmented reality
4. Fragmentation
Content shock, adblocking & hashtag fatigue
5.1 Peak Social
Gartner Hype Cycle Digital Marketing 2015
Lena Dunham, prepping and IRL
5.2 Off-gridding
Umair Haque /
medium.com
@Umairh: 235K
Twitter followers
Multi-sensory and tactile communications
5.3 Augmented reality
Gillian Tett, Pierre Bourdieu: the silo effect
5.4 Fragmentation
6
Making social work
for YOU
Making social work for you
1. Your digital footprint
2. What recruiters look for
3. Your digital profile
What do people see when they first Google you?
6.1 Your digital footprint
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
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
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…
@Panacea81
Lauren Luke
Bang Tidy Music
Fabian Castellani
Be Brave Initiative
Kerry Few
How will you tell your story?
Tweet me @JemimaG
Jemimag@gmail.com
Jemimagibbons.com
Socialmedialaunchpack.com
The end.

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