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WHATTHEF**KISSOCIALMEDIA?*Bigger. Badder. More f**king than ever.one year later*
Social media is like teen sex.Everyone wants to do it. Nobody knows how.When it’s ﬁnally done there is surprise it’s not better.”Avinash Kaushik, Analytics Evangelist, Google“photo by Zellaby on flickr.com
Ofﬁcially, though, social mediais not like teen sex.* Phew!*
Ofﬁcially, social media is “an umbrella termthat deﬁnes the various activities that integratetechnology, social interaction, and the constructionof words, pictures, videos, and audio.”http://www.wikipedia.org
IT’S ALSOA FANCY WAYTO DESCRIBETHE ZILLIONSOF CONVERSATIONSPEOPLEARE HAVINGONLINE24/7.photo by Kris Hoet on flickr.com
WHYTHEF**KSHOULDI CARE?* Still an excellent question, by the way.one year later*
BECAUSE 3 OUT OF 4 AMERICANS USE SOCIAL TECHNOLOGY.Forrester, The Growth Of Social Technology Adoption, 2008REASON #1
BECAUSE 2/3 OF THE GLOBAL INTERNET POPULATIONVISIT SOCIAL NETWORKS.Nielsen, Global Faces & Networked Places, 2009REASON #2
BECAUSE VISITING SOCIAL SITES IS NOW THE 4TH MOSTPOPULAR ONLINE ACTIVITY—AHEAD OF PERSONAL EMAIL.Nielsen, Global Faces & Networked Places, 2009REASON #3photo by Bruno Girinon flickr.com
BECAUSE TIME SPENT ON SOCIAL NETWORKSIS GROWING AT 3X THE OVERALL INTERNETRATE, ACCOUNTING FOR ~10% OF ALLINTERNET TIME.Nielsen, Global Faces & Networked Places, 2009REASON #4
Rupert Murdoch, Global Media EntrepreneurTechnology is shifting the power awayfrom the editors, the publishers,the establishment, the media elite.Now it’s the people who are in control.”BECAUSE SOCIAL MEDIA IS DEMOCRATIZINGCOMMUNICATIONS. BIG TIME.REASON #5“
BECAUSE SOCIAL MEDIA IS LIKEWORD OF MOUTHON STEROIDS.REASON #6
BECAUSE, DEAR FRIEND, SOCIAL MEDIAIS A F**KING FORCE TO BE RECKONED WITH.photo by Balakov on flickr.com
1,000,000,000The amount of content(web links,news stories,blog posts,notes,photos,etc.)shared each weekon Facebook.
The word blog is irrelevant.Whats important is that it is now common,and will soon be expected,that every intelligent person(and quite a few unintelligent ones)will have a media platformwhere they share what they care aboutwith the world.”Seth Godin, Author“
5,000,000photo by jmtimages (better!) on flickr.com
5,000,000The number of active Barack Obamasupporters across 15 social networks.photo by jmtimages (better!) on flickr.com
The number of views Obama’sfamous “Yes We Can” video goton YouTube.photo by EricaJoy on flickr.com14,200,000
The number of views Obama’sfamous “Yes We Can” video goton YouTube.photo by EricaJoy on flickr.com14,200,000An additional 15 of the 1,800 ofﬁcialand 139,000 unofﬁcial Obamavideos received over 1 Millionviews.
$6,500,000photo by jmtimages (better!) on flickr.com
The amount of money 3 Million online donorscontributed to the 2008 Obama campaign.$6,500,000photo by jmtimages (better!) on flickr.com
IF FACEBOOK WEREA COUNTRY,IT WOULD BE THE 8THMOST POPULATEDIN THE WORLD,JUST AHEADOF JAPAN.Mark Zuckerberg, January 7, 2009
HOLYF**K*Gratuitous, but lives up to the promise on the title page.*
93% OF SOCIAL MEDIA USERS BELIEVE A COMPANYSHOULD HAVE A PRESENCE IN SOCIAL MEDIA.Cone, Business in Social Media Study, September 2008
BELIEVE IT OR NOT, THAT DOESN’T MEAN THAT 93% OF SOCIAL MEDIAUSERS THINK COMPANIES SHOULD TREAT SOCIAL MEDIA AS YETANOTHER CHANNEL FOR BROADCASTING BULLSH*T.
YOU SEE, IT’S SUPPOSED TO BE A DIALOGUE,NOT A MONOLOGUE.
“Marketers dont understand channelswhere you have to talkand listen at the same time...The marketing industrys ideaof a two-way communicationis to put an 800 numberor a web address in an adand take orders.”Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009
This couldnt be more obviousthan with email. Your companyhas a chance to turn its email listinto a two-way communication.Except that most mass emailsfrom companies are "do notreply"."We want to talk to you,"they say. "But we dont wantto hear back from you. Unlessyou want to place an order,and if so click here."Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009
The people in charge of talkingare in the marketing department.The people in charge of listeningare in the research or serviceor sales department.They hardly ever talk to each other,let alone have full-duplex conversationswith customers.”Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009“photo by Jamie Mellor on flickr.com
This wont ﬂy in social technologybecause the minute you talk,people expect you to listen.And if you start to listen,youll be tempted to talk.Its a full-duplex channelthat befuddles one-way-marketers.”Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009“
FACT:SOCIAL MEDIAPLAYTIMEIS OVER.*See http://www.forrester.com/Research/Document/Excerpt/0,7211,47665,00.html for more on that topic.*
SO, PLEASE.STOP F**KING AROUND& GET SERIOUSABOUT HARNESSINGTHE POWER OF THIS THING.*
SO, PLEASE.*C’mon, I said please.STOP F**KING AROUND& GET SERIOUSABOUT HARNESSINGTHE POWER OF THIS THING.*
85% of social media users believe that a companyshould go further than just having a presenceon social sites and should also interactwith its customers.Cone, Business in Social Media Study, September 2008
For companies,resistance to socialmedia is futile.Millions of people arecreating content forthe social Web.Your competitorsare already there.Your customers havebeen there for a longtime.If your business isntputting itself out there,it ought to be.”BusinessWeek, February 19, 2009“photo by Archie McPhee Seattle on flickr.com
UNFORTUNATELY, MOST COMPANIESARE STILL TREATING SOCIAL MEDIALIKE JUST ANOTHER MARKETING CHANNEL.*Oops.*
WHEN IN FACT,IT’S SO MUCH MORE.**Wait for it...
F**KYOUVERYMUCHEspressohttp://brandinﬁltration.comBOSTONe: marta@brandinﬁltration.comt: @mzkaganTORONTOe: jacquelyn@brandinﬁltration.comt: @inﬁltratorsAll photos in this presentation were purchased from iStockPhoto.com unless otherwise noted.