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Social media wtf. New Media

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Social Media. What The F**k.

Social Media. What The F**k.

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Social media wtf. New Media Social media wtf. New Media Presentation Transcript

  • WHATTHEF**KISSOCIALMEDIANOW?http://brandinfiltration.com/wtf
  • FOR THE PAST TWO YEARS,WE’VE DONE OUR BESTTO ANSWERONE SIMPLE QUESTION...2
  • WHAT THE F**KIS SOCIAL MEDIA?3 3
  • OUR PROLIFIC USEOF ASTERISKSWAS AIMEDAT DRIVING HOMETHREE CRUCIAL POINTS...4
  • SOCIAL MEDIAIS F**KINGHUGE.#1.5
  • If Facebookwere a country,it would bethe third mostpopulatedin the world,ahead of theUnited States.6
  • If Facebookwere a country,it would bethe third mostpopulatedin the world,ahead of theUnited States.Only China& India aremore populated.6
  • 500 BILLION.The number of minutes spent on Facebook per month.7
  • 500 BILLION.The number of minutes spent on Facebook per month.LAST YEAR, THAT NUMBER WAS A MEASLY 150 BILLION. 7
  • 25 BILLION.The amount of content(web links, news stories,blog posts, notes, photos, etc.)shared each month on Facebook.8
  • 25 BILLION.The amount of content(web links, news stories,blog posts, notes, photos, etc.)shared each month on Facebook.THAT’S MORE THAN 6XLAST YEAR’S VOLUME.8
  • 500BILLION.The number of peer influenceimpressions Americansgenerate per yearvia social media.9
  • 500BILLION.The number of peer influenceimpressions Americansgenerate per yearvia social media.62% of those impressionscome from Facebook.9
  • 24HOURS.The amount of videouploaded to YouTubeevery minute.10
  • 24HOURS.The amount of videouploaded to YouTubeevery minute.THAT’S MORE THAN DOUBLELAST YEAR’S VOLUME.10
  • 2 BILLION.The number of YouTube videos viewed per day.11
  • 2 BILLION.The number of YouTube videos viewed per day.THAT’S TWICEAS MANYAS LAST YEAR.11
  • 4 BILLION.The number of images hosted on Flickr.12
  • 4 BILLION.The number of images hosted on Flickr.THAT’S 13X MORE THAN THE LIBRARY OF CONGRESS. 12
  • ONE-THIRD. The proportion of women aged 18-34who check Facebook when they firstwake up—even before going to the bathroom.13
  • NINETY-FIVE.The percentage of companies using LinkedInto find and attract employees.14
  • NINETY-FIVE.The percentage of companies using LinkedInto find and attract employees.59% use Facebook and 42% use Twitter.14
  • 1 in 6.The number of marriages last year betweenpeople who met through social media.15
  • 1 in 6.The number of marriages last year betweenpeople who met through social media.THAT’S MORE THAN TWICE THE NUMBER OF PEOPLE WHOMET AT BARS, CLUBS, AND OTHER SOCIAL EVENTS COMBINED.15
  • 27 MILLION.The average number of “tweets” per day on Twitter.16
  • 27 MILLION.The average number of “tweets” per day on Twitter.THAT’S 8X LAST YEAR’S VOLUME.16
  • 7 HOURS.The time it took for LeBron James to amasshis first 150,000 Twitter followers.17
  • 7 HOURS.The time it took for LeBron James to amasshis first 150,000 Twitter followers.It took Bill Gates 8 hours to reach 100,000.17
  • SOCIAL MEDIAIS F**KINGAWESOME.#2.18
  • http://mostawesomestthingever.com/19
  • http://www.youtube.com/blendtec20
  • http://www.ted.com21
  • 22http://sadkeanu.tumblr.com/
  • 22http://sadkeanu.tumblr.com/
  • 22http://sadkeanu.tumblr.com/
  • 22http://sadkeanu.tumblr.com/
  • SOCIAL MEDIAIS F**KINGOVER.#3.http://mashable.com/2010/07/06/prince-the-internet-is-over23
  • WAIT.THAT’S F**KING CRAZY TALK.SOCIAL MEDIA ISDEFINITELY NOT OVER.*Regardless of what the Artist Formerly Known as Relevant has to say about it.*24
  • 25
  • After 23 years and hundreds of millionsof dollars spent on Super Bowl ads,one of the world’s biggest brandsshifted gears in 2010 by opting outof the Super Bowl and pouring1/3 of its annual marketing budgetinto a cause-driven social marketingcampaign called The Refresh Project.http://www.refresheverything.com/25
  • Time,May2009“At the President’s urging and by his example, theentire Federal Government has bounded into theworld of social-networking. Twenty-five agencies nowhave YouTube channels. The Library of Congress hasbegun posting thousands of free historical photos onFlickr. In the past week alone, about thirty agencies,including the White House have joined Facebook.”26
  • 27
  • In 2010, Ford kicked off The Fiesta Movement,a social media campaign in which they literallyhanded 100 young influencers the keys to aFord Fiesta, asking them only to engage inmonthly “missions” and to document and sharethese missions via social media. Aftergenerating 31,000 pieces of original content,tens of millions of media impressions, and aslew of high-profile media coverage, The FiestaMovement achieved what was once unthinkable:making 60% of the public aware of a car thathadn’t yet even debuted in the US—withoutspending a dime on traditional media.http://www.fiestamovement2.com/ 27
  • 28
  • Even the U.S. military is kicking some serioussocial media butt: actively using Facebook,YouTube, Flickr, and Twitter to not only recruitthe next generation of soldiers, but to supportthem in sharing their stories.http://www.goarmy.com/ 28
  • “Kids are leading the world’s transition to digital media.This is in part because kids aren’t afraid of technologyand in part because kids haven’t spent years gettingused to anything else.So if you want a senseof where the world’smedia habitsare headed,it makes senseto watchwhat kidsare doing.”Generation M2:Media in the Lives of 8- to 18-Year-Olds,Kaiser Family FoundationJanuary 201029
  • “Kids are leading the world’s transition to digital media.This is in part because kids aren’t afraid of technologyand in part because kids haven’t spent years gettingused to anything else.So if you want a senseof where the world’smedia habitsare headed,it makes senseto watchwhat kidsare doing.”Generation M2:Media in the Lives of 8- to 18-Year-Olds,Kaiser Family FoundationJanuary 2010P.S.29
  • “Kids are leading the world’s transition to digital media.This is in part because kids aren’t afraid of technologyand in part because kids haven’t spent years gettingused to anything else.So if you want a senseof where the world’smedia habitsare headed,it makes senseto watchwhat kidsare doing.”Generation M2:Media in the Lives of 8- to 18-Year-Olds,Kaiser Family FoundationJanuary 2010P.S.MORE THAN HALF OF THE HUMANRACE IS UNDER THE AGE OF 30.29
  • “Kids are leading the world’s transition to digital media.This is in part because kids aren’t afraid of technologyand in part because kids haven’t spent years gettingused to anything else.So if you want a senseof where the world’smedia habitsare headed,it makes senseto watchwhat kidsare doing.”Generation M2:Media in the Lives of 8- to 18-Year-Olds,Kaiser Family FoundationJanuary 2010P.S.MORE THAN HALF OF THE HUMANRACE IS UNDER THE AGE OF 30.THEY’VE NEVER KNOWN LIFEWITHOUT THE INTERNET.29
  • “Kids are leading the world’s transition to digital media.This is in part because kids aren’t afraid of technologyand in part because kids haven’t spent years gettingused to anything else.So if you want a senseof where the world’smedia habitsare headed,it makes senseto watchwhat kidsare doing.”Generation M2:Media in the Lives of 8- to 18-Year-Olds,Kaiser Family FoundationJanuary 2010P.S.MORE THAN HALF OF THE HUMANRACE IS UNDER THE AGE OF 30.THEY’VE NEVER KNOWN LIFEWITHOUT THE INTERNET.GUESS HOW THEY FEELABOUT SOCIAL MEDIA?29
  • WE THINK IT’S SAFETO SAY THAT IN 2010,THE QUESTION ISNO LONGER“WHAT THE F**KIS SOCIAL MEDIA?”IT’S...30
  • WHAT THE F**KIS SOCIAL MEDIANOW?31
  • It is the source of news, it is the connector to the giant multi-celledorganism called planet Earth. As time goes on, social media is my homeon the internet. It is my home page, the place where I spend the most time.It is where I do business. It is where I hang out with friends.It’s where I find out about new movies, television and other products.It is my diary. Looking back on my wall, I have a history that is far richerthan any diary or journal.”Social media is the ongoingconversation of the planet.“Kurt Sonderegger, VP Marketing, Ploom, http://www.ploom.com32
  • Social media is the vehicleby which men have finallydecided it’s cool—andvaluable—to open up,share, make friends andhave conversations.(Women have know thisfor eons.)”DianeHessan,CEO,Communispacehttp://Communispace.com“33
  • The average Facebook user agecontinues to rise. It’s not just for kidsanymore.It moves the media mouthpieceand content distribution into thehands of the public.”EmilyWhite,Co-Founder,WhitesmithEntertainmenthttp://whitesmithent.com“Social media isthe mainstream.34
  • Social mediais like water. “On its own, water does some coolthings, but when combined withother compounds it enabled theevolution of all forms of life. Social media on its own is nice, butwhen combined with other tools,it is enabling everything to evolve,from communications to businessto politics to marketing.”Mike Volpe, VP Marketing, HubSpot, http://www.hubspot.com 35
  • Social media isthe best way toreach yourmost influentialcustomers, andthe only way toreach yourmost cynicalones.”“Michael TroianoPrincipalHolland-Markhttp://troiano.me36
  • DavidArmano,SVP,EdelmanDigital,http://darmano.typepad.com“Social media is the crack cocaineof the Internet. We want it, we need it,and we go into withdrawal when we dont get enough of it.”37
  • Nothing because socialmedia has become like air tothe people who use itsvarious forms regularly. Its not"social media" - its simplyletting my friends know whatIm doing/thinking/wishing/etc. through a digital means.Everything because as morepeople are armed with web-enabled smartphones, theresnothing that cant quickly beshared with a broad group ofpeople.Governments and bigbusinesses have CCTV; thepeople have cameraphones.”PaulIsakson,Co-Founder,Thinkers&MakersHttp://paulisakson.typepad.com“Social media is everythingand nothing.38
  • Social media... is a way of thinking...It’s not about sales, or ads, or click-through rates. It’s about pursuingrelationships and fosteringcommunities of consumers.It’s about rethinking howyou make plans whenyour customers are inthe center and in control.“Paul AdamsSenior User Experience ResearcherGooglehttp://thinkoutsidein.com/blog39
  • It’s just now reached such a critical mass,it’s too hard to ignore.You don’t want to be ‘that guy’or ‘that brand’ who refuses to adaptto change and loses touch with reality.”“Social media isthe same todayas it was yesterday.40Julia RoySenior Manager, New MediaCoach, Inc.http://juliaroy.com
  • Now social media IS media.And like all media it is at risk of getting corrupted, polluted, overly commercial,politicized and too powerful. It is up to all of us to prevent that from happening.”Shiv Singh,Director Digital Engagement& Social MediaPepsiCo.http://goingsocialnow.com“41
  • SOCIAL MEDIA ISDRAMATICALLYLEVELING THE PLAYING FIELD& CONNECTING US LIKENEVER BE-F**KING-FORE.42
  • Nestle Caves toActivist Pressureon Palm OilMongabay.com, May 17, 2010“After a two month campaign againstNestle for its use of palm oil linked torainforest destruction spearheaded byGreenpeace, the food giant has givenin to activists demands. The Swiss-based company announced today inMalaysia that it will partner with theForest Trust, an international non-profit organization, to rid its supplychain of any sources involved in thedestruction of rainforests.”43
  • After the election in Iran, cries of protest from supporters ofopposition candidate Mir-Hossein Mousavi arose in all possiblemedia, but the loudest cries were heard ina medium that didnt even exist the lasttime Iran had an election.”“Iran Protests: Twitter, the Medium of the Movement, Time, June 17, 200944 43
  • http://www.twitter.com/BPGlobalPR 45
  • BP’s official Twitter account:16,000 followers.http://www.twitter.com/BPGlobalPR 45
  • Satirical (anonymously-run)BP Twitter account:180,000 followers.BP’s official Twitter account:16,000 followers.http://www.twitter.com/BPGlobalPR 45
  • Satirical (anonymously-run)BP Twitter account:180,000 followers.BP’s official Twitter account:16,000 followers.http://www.twitter.com/BPGlobalPR 45So what is the point of all this?  The pointis, FORGET YOUR BRAND.  You dontown it because it is literally nothing. You can spend all sorts of time and moneytrying to manufacture public opinion,but ultimately, thats up to the public,now isnt it?”—“Leroy Stick,” the anonymous mystery man behind @BPGlobalPR“
  • After the election in Iran, cries of protestfrom supporters of opposition candidateMir-Hossein Mousavi arose in all possiblemedia, but the loudest cries were heardin a medium that didnt even exist thelast time Iran had an election.”“Iran Protests: Twitter, the Medium of the Movement, Time, June 17, 2009http://www.youtube.com/user/juicystar0746
  • After the election in Iran, cries of protestfrom supporters of opposition candidateMir-Hossein Mousavi arose in all possiblemedia, but the loudest cries were heardin a medium that didnt even exist thelast time Iran had an election.”“Iran Protests: Twitter, the Medium of the Movement, Time, June 17, 2009Were still in the processof picking ourselves up offthe floor after witnessingfirst hand the fact that asixteen-year-old YouTubercan deliver us three timesthe traffic in a couple ofdays that some excellenttraditional media coveragehas over five months.Juicystar07 and newmedia, we love you!”—Michael Fox, CEO, Shoes of Prey,blogging about how 16yo BlairFowler (aka Juicystar07)’s videopromoting their design-your-own-shoes website became the #1 mostcommented on and #5 most viewedvideo worldwide on YouTube.“http://www.youtube.com/user/juicystar0746
  • 47
  • Never has so muchmoney been raised forrelief so soon after a disaster.This is a watershed moment.It’s historic.””—Albe Angel, Founder and CEOof Give On the Go, in response tothe outpouring of aid that occurredvia mobile and social media channelsimmediately following the 7.2magnitude earthquake that devastatedPort Au Prince, Haiti. Just two daysafter the earthquake, the AmericanRed Cross had raised over $5 millionfrom over 500,000 mobile phone users.“http://hope140.org/haiti/47
  • Concurrently watching TVand tweeting is like beingan armchair refereesurrounded by a firehydrant of intoxicatinglyemotional, uncensoredtextual grunts. It...screams theword “global”louderthan the U.N.”“48—Pete Blackshaw, EVP of NeilsenOnline Digital Strategic Services in arecent Advertising Age article titled“The World Cup of Social Media.”
  • IN FACT,SOCIAL MEDIA ISREDEFININGVIRTUALLYF**KINGEVERYTHING,INCLUDING(BUT NOT LIMITED TO)...49
  • HOW WE WORK.50
  • HOW WE PLAY.51
  • HOW WE LEARN.52
  • HOW WE SHARE.53
  • HOW WE DISCOVER.54
  • HOW WE CREATE.55
  • HOW WE COMPLAIN.56
  • HOW WE CELEBRATE.57
  • HOW WE MOURN.58
  • HOW WE APPLAUD.59
  • HOW WE INFLUENCE.60
  • HOW WE COLLABORATE.61
  • HOW WE INVESTIGATE.62
  • HOW WE EVALUATE.63
  • AND EVEN HOW WE...64
  • 65
  • ALL MEDIAIS NOW SOCIAL MEDIA.YET THE BASIC RULESREMAIN THE SAME.66
  • RULE #1:LISTEN67
  • RULE #2:ENGAGE68
  • RULE #3:BE REAL.69
  • RULE #4:BERESPECTFUL. 70
  • RULE #5:HAVE FUN.71
  • IF YOU HAVEN’T GOTTENON THE TRAIN YET,DON’T WORRY. YOU WILL.PRETTY SOON,YOU’LL HAVE TO.72
  • “Media is how you know when and where yourfriends birthday party is. Media is how you knowwhats happening in Tehran, whos in charge inTegucigalpa, or the price of tea in China.Media is how you know why Kierkegaarddisagreed with Hegel. Media is how you knowabout anything more than ten yards away.All these things used to be separated into publicmedia (like visual or print communications madeby a small group of professionals) and personalmedia (like letters and phone calls made byordinary citizens). Now those twomodes have fused.Media is the connectivetissue of society.Clay Shirky, Cognitive Surplus, 201073
  • *For now. 74*ANYWAY,THAT’S PRETTY MUCHALL WE HAVE TO SAYABOUT SOCIAL MEDIA.
  • BUT WE’D REALLY LOVETO HEAR WHATYOUHAVE TO SAY ABOUT IT.*75*Go to http://brandinfiltration.com/wtf and tell us!
  • TELL USWHATYOUTHINK:Espressohttp://brandinfiltration.com/WTFTORONTOe: jacquelyn@brandinfiltration.comt: @infiltratorsBOSTONe: marta@brandinfiltration.comt: @mzkagan76
  • SLIDE SOURCES SLIDE SOURCES6 - 7 DATA: Facebook - http://bit.ly/12oAN 25 DATA: AdAge - http://bit.ly/cKFal68DATA: Facebook - http://bit.ly/12oANIMAGE: Hillary Stein on Flickr - http://bit.ly/crV5fH26DATA: Time Magazine - http://bit.ly/wNHR4IMAGE: The White House on Flickr - http://bit.ly/9YqfWt9 DATA: Forrester Research - http://bit.ly/dsG91J 27 DATA: Business Wire - http://bit.ly/cG5zwy10 DATA: Youtube - http://bit.ly/H424X 29DATA: Business Insider - http://bit.ly/9niEViDATA: U.S. Census Bureau - http://bit.ly/y7zle11DATA: Youtube - http://bit.ly/H424XIMAGE: ๑ Adam on Flickr - http://bit.ly/bTPVPX43 QUOTE: Mongabay.com - http://bit.ly/axG7cz12 DATA: Flickr - http://bit.ly/6FgBJ 44QUOTE: Time Magazine - http://bit.ly/bTnqHDIMAGE: Hamed Saber on Flickr - http://bit.ly/d8pQ5B13 DATA: Mashable - http://bit.ly/aiTfEs 45 QUOTE: Huffington Post - http://huff.to/d0CjDm14DATA: Marketwire - http://bit.ly/aqDctIIMAGE: Balakov on Flickr - http://bit.ly/djoz7646 QUOTE: 22Michaels.com - http://bit.ly/9PyTt715 DATA: Neatorama - http://bit.ly/aLI3sc 47 QUOTE: ABC News - http://bit.ly/6c89sQ16DATA: Royal Pingdom - http://bit.ly/5zIadJIMAGE: Mickipedia on Flickr - http://bit.ly/d9sAAd48QUOTE: AdAge - http://bit.ly/ctYLlLIMAGE: Crystian Cruz on Flickr - http://bit.ly/bei3j717 DATA: Mashable - http://bit.ly/9vKCaa 65 IMAGE: Durex23DATA: Mashable - http://bit.ly/aDUfQ3IMAGE: Rolling Stone73QUOTE: “Cognitive Surplus” by Clay ShirkyIMAGE: Dominik Schwind on Flickr - http://bit.ly/bkEKBc77CREDITSAll photos in this presentation were purchase on iStockPhoto.com except where noted below.