1. WHATTHEF**KISSOCIALMEDIA?*Bigger. Badder. More f**king than ever.one year later*
2. 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
3. Ofﬁcially, though, social mediais not like teen sex.* Phew!*
4. 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
5. IT’S ALSOA FANCY WAYTO DESCRIBETHE ZILLIONSOF CONVERSATIONSPEOPLEARE HAVINGONLINE24/7.photo by Kris Hoet on flickr.com
6. WHYTHEF**KSHOULDI CARE?* Still an excellent question, by the way.one year later*
7. BECAUSE 3 OUT OF 4 AMERICANS USE SOCIAL TECHNOLOGY.Forrester, The Growth Of Social Technology Adoption, 2008REASON #1
8. BECAUSE 2/3 OF THE GLOBAL INTERNET POPULATIONVISIT SOCIAL NETWORKS.Nielsen, Global Faces & Networked Places, 2009REASON #2
9. 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
10. 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
11. 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“
12. BECAUSE SOCIAL MEDIA IS LIKEWORD OF MOUTHON STEROIDS.REASON #6
13. BECAUSE, DEAR FRIEND, SOCIAL MEDIAIS A F**KING FORCE TO BE RECKONED WITH.photo by Balakov on flickr.com
14. 13 HOURS
15. 13 HOURSThe amount of video uploadedto YouTube every minute.
16. 412.3 YEARS
17. The length of time it would take to view every YouTube video.412.3 YEARS
19. 100,000,000The number of YouTube videos viewed per day.
21. 13,000,000The number of articles available on Wikipedia.
23. The number of photos archived on Flickr.com as of June 2009.3,600,000,000
24. The number of photos archived on Flickr.com as of June 2009.3,600,000,000That’s roughly 1 photo per every 2 people on the planet.
26. 1382%The monthly growth rate of Twitter users from January to February 2009.
28. 3,000,000The average number of Tweets per day on Twitter.com
30. 5,000,000,000The number of minutes spent on Facebook each day.
32. 1,000,000,000The amount of content(web links,news stories,blog posts,notes,photos,etc.)shared each weekon Facebook.
33. 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“
34. 5,000,000photo by jmtimages (better!) on flickr.com
35. 5,000,000The number of active Barack Obamasupporters across 15 social networks.photo by jmtimages (better!) on flickr.com
36. photo by EricaJoy on flickr.com14,200,000
37. The number of views Obama’sfamous “Yes We Can” video goton YouTube.photo by EricaJoy on flickr.com14,200,000
38. 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.
39. $6,500,000photo by jmtimages (better!) on flickr.com
40. The amount of money 3 Million online donorscontributed to the 2008 Obama campaign.$6,500,000photo by jmtimages (better!) on flickr.com
41. IF FACEBOOK WEREA COUNTRY,IT WOULD BE THE 8THMOST POPULATEDIN THE WORLD,JUST AHEADOF JAPAN.Mark Zuckerberg, January 7, 2009
42. HOLYF**K*Gratuitous, but lives up to the promise on the title page.*
44. 93% OF SOCIAL MEDIA USERS BELIEVE A COMPANYSHOULD HAVE A PRESENCE IN SOCIAL MEDIA.Cone, Business in Social Media Study, September 2008
45. 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.
46. YOU SEE, IT’S SUPPOSED TO BE A DIALOGUE,NOT A MONOLOGUE.
47. “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
48. 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
49. 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
50. 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“
51. FACT:SOCIAL MEDIAPLAYTIMEIS OVER.*See http://www.forrester.com/Research/Document/Excerpt/0,7211,47665,00.html for more on that topic.*
52. SO, PLEASE.
53. SO, PLEASE.STOP F**KING AROUND& GET SERIOUSABOUT HARNESSINGTHE POWER OF THIS THING.*
54. SO, PLEASE.*C’mon, I said please.STOP F**KING AROUND& GET SERIOUSABOUT HARNESSINGTHE POWER OF THIS THING.*
55. 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
56. 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
57. UNFORTUNATELY, MOST COMPANIESARE STILL TREATING SOCIAL MEDIALIKE JUST ANOTHER MARKETING CHANNEL.*Oops.*
58. WHEN IN FACT,IT’S SO MUCH MORE.**Wait for it...
59. 1: PUBLIC RELATIONS
60. 2: CUSTOMER SERVICE
61. 3: LOYALTY-BUILDING
62. 4: COLLABORATION
63. 5: NETWORKING
64. 6: THOUGHT-LEADERSHIP
65. AND YES,CUSTOMER ACQUISITION, TOO.
67. DEFINE YOUR COMPANY’SSOCIAL MEDIA STRATEGY.photo by cyndie@smilebig! on flickr.com
68. HOPE IS NOTA STRATEGY.photo by quest for the heartstone on flickr.com
69. STOP THINKING “CAMPAIGNS”.START THINKING “CONVERSATIONS.photo by eye2eye on flickr.com
70. ASK FOR HELP, IF YOU NEED IT.photo by Malingering on flickr.com
71. AND BECAUSEI’D HATETO SEE YOUF**K IT ALL UP,I’LL ADD THISTINY BITOF ADVICE :
72. DON’T ASSUME SOCIAL MEDIAIS THE ANSWER TO EVERYTHING.
73. IF YOUR PRODUCT SUCKS,SOCIAL MEDIA WON’T FIX IT.photo by arlen on flickr.com
74. (HOWEVER, IF YOUR CUSTOMER SERVICE SUCKS,SOCIAL MEDIA CAN HELP.)
75. IF YOUR REPEAT BUSINESS SUCKS,SOCIAL MEDIA CAN HELP.photo by gari.baldi on flickr.com
76. IF YOUR COMPANY’S WORD OF MOUTH SUCKS,SOCIAL MEDIA CAN HELP.
77. FINAL WORDS OFF**KING WISDOM :**a.k.a. The dramatic ﬁnale.
79. RULE #1: LISTEN• Google Alerts• TweetDeck• SocialMentions• RSS(FOR STARTERS)
80. RULE #2: ENGAGE
81. RULE #3: MEASURE• Audience• Engagement• Loyalty• Inﬂuence• Action(METRICS SHOULD MAP TO GOALS. PERIOD.)
82. NOWGO OUTTHERE& GETSOCIAL!
83. F**KYOUVERYMUCHEspressohttp://brandinﬁltration.comBOSTONe: marta@brandinﬁltration.comt: @mzkaganTORONTOe: jacquelyn@brandinﬁltration.comt: @inﬁltratorsAll photos in this presentation were purchased from iStockPhoto.com unless otherwise noted.