Social Media:
                Present and Future




Rich Maggiani
Solari Communication                 © 2010 Solari Comm...
How we used to communicate




                             © 2010 Solari Communication. All rights reserved.
5,000+ years old




                   © 2009 Solari Communication. All rights reserved.
560 years old
135 years old




                © 2009 Solari Communication. All rights reserved.
Forever




          © 2010 Solari Communication. All rights reserved.
How we communicate now




                         © 2010 Solari Communication. All rights reserved.
7 years old
The Trail Ahead
The State of Social Media
Understanding Social Media
The Rules of Social Media
How Communication Is Affect...
The Trail Ahead
The State of Social Media
Understanding Social Media
The Rules of Social Media
How Communication Is Affect...
Social media has become
the most dominant means
of communicating in history.




                               © 2010 Sol...
Email




        © 2010 Solari Communication. All rights reserved.
39 years old




               © 2010 Solari Communication. All rights reserved.
Blogs




        © 2010 Solari Communication. All rights reserved.
11 years old




               © 2009 Solari Communication. All rights reserved.
Wikis




        © 2010 Solari Communication. All rights reserved.
8 years old
Professional Networks




                        © 2010 Solari Communication. All rights reserved.
7 years old
Social Networks




                  © 2010 Solari Communication. All rights reserved.
6 years old




              © 2009 Solari Communication. All rights reserved.
Content Communities




                      © 2010 Solari Communication. All rights reserved.
5 years old
Micro-Blogging




                 © 2010 Solari Communication. All rights reserved.
4 years old




              © 2009 Solari Communication. All rights reserved.
Sweden
   Israel
Switzerland
  Ireland
 Norway,
    and
 Panama




              © 2010 Solari Communication. All rights ...
Some Perspective




                   © 2010 Solari Communication. All rights reserved.
Median ages:

         2010 2009
Facebook  38 26
Myspace   32 27
Twitter   39 31
LinkedIn  44 40




                     ...
The Trail Ahead
The State of Social Media
Understanding Social Media
The Rules of Social Media
How Communication Is Affect...
It’s all about…




                  © 2010 Solari Communication. All rights reserved.
Conversation.
Two-way, and often
multidimensional.




                     © 2010 Solari Communication. All rights reserv...
Contribution.
Encourage interaction,
positive and negative.




                         © 2010 Solari Communication. All ...
Collaboration.
Promote information exchange among all
     participants; quick and easy.




                             ...
Connection.
Accessing information and people
           with a click.




                             © 2010 Solari Commu...
Community.
  A relationship with others sharing
common attitudes, interests, and goals;
     through regular interaction.
...
Social Media, the definition:
  Communication channels enabling
authentic, personal engagement of one
          human to a...
The Trail Ahead
The State of Social Media
Understanding Social Media
The Rules of Social Media
How Communication Is Affect...
I want, I want …




                   © 2010 Solari Communication. All rights reserved.
To have a say.




                 © 2010 Solari Communication. All rights reserved.
Meaningful dialogue.




                       © 2010 Solari Communication. All rights reserved.
To be engaged and
involved in the process.




                           © 2010 Solari Communication. All rights reserved.
Personal interactions with others.




                               © 2010 Solari Communication. All rights reserved.
To be listened to.




                     © 2010 Solari Communication. All rights reserved.
To help shape what I find useful.




                              © 2010 Solari Communication. All rights reserved.
To connect with others engaged
     in similar activities.




                            © 2010 Solari Communication. Al...
Plain talk.




              © 2010 Solari Communication. All rights reserved.
Communication to be
genuine and relevant.




                        © 2010 Solari Communication. All rights reserved.
To conduct business with ethical
companies who work transparently.




                             © 2010 Solari Communic...
To be in partnership.




                        © 2010 Solari Communication. All rights reserved.
National Public Radio asked:

 “Why use social media?”




                               © 2010 Solari Communication. All...
“A method of communication.”




                           © 2010 Solari Communication. All rights reserved.
“You might as well have asked ‘why
      communicate at all?’”




                              © 2010 Solari Communicati...
“So I know I’m not alone.”




                             © 2010 Solari Communication. All rights reserved.
“It’s the new water cooler.”




                               © 2010 Solari Communication. All rights reserved.
“It’s a convincing illusion that
      I have an actual life.”




                               © 2010 Solari Communicat...
The Trail Ahead
The State of Social Media
Understanding Social Media
The Rules of Social Media
How Communication Is Affect...
Aviation Supplies & Academics

       An internal wiki




                                © 2010 Solari Communication. Al...
Product Knowledgebase
DATwiki
Motorola

An external wiki




                   © 2010 Solari Communication. All rights reserved.
92% of employees at Motorola are
    engaged in social media




                             © 2010 Solari Communication....
They post almost
100,000 documents daily.




                           © 2010 Solari Communication. All rights reserved.
Blue Shirt Nation

Employee blogging for community




                             © 2010 Solari Communication. All right...
Normal turnover rates for retail
    employees is 40–60%.




                              © 2010 Solari Communication. A...
Turnover rates for those employees
engaged on Blue Shirt Nation is only 8%.




                                  © 2010 S...
ContentNext.org

Social networking




                    © 2010 Solari Communication. All rights reserved.
Twitter

Micro-blogging at 140-characters




                               © 2010 Solari Communication. All rights reser...
Dominos: The Power of Twitter
Over one million views in two days
Domino’s Official Response




                             © 2010 Solari Communication. All rights reserved.
Never once during the two-minute video
  did Mr Doyle look into the camera.




                                © 2010 Sol...
Which in no small way made Domino’s
completely change the recipe for its pizza.




                                   © 2...
Finding the Time




                   © 2010 Solari Communication. All rights reserved.
Or…

“Is anyone really reading this stuff?




                                  © 2010 Solari Communication. All rights re...
Budget your time;

don’t keep it open all day long.




                             © 2010 Solari Communication. All righ...
Create a networking schedule
      within your day.




                          © 2010 Solari Communication. All rights ...
Don’t get caught up in every conversation;

          choose them wisely.




                                  © 2010 Sol...
“Un-follow” those who
contribute to the noise.




                           © 2010 Solari Communication. All rights rese...
Strategize your contributions to something
           specific or important.




                                  © 2010 ...
© 2009 Solari Communication. All rights reserved.
© 2009 Solari Communication. All rights reserved.
Social Media Technical Communicator




                                © 2010 Solari Communication. All rights reserved.
© 2010 Solari Communication. All rights reserved.
Traditional technical communicator




                              © 2010 Solari Communication. All rights reserved.
Interviewer, writer, designer.




                            © 2010 Solari Communication. All rights reserved.
Introvert: leave me alone so I can write.




                                  © 2010 Solari Communication. All rights re...
Hidden in the company.




                         © 2010 Solari Communication. All rights reserved.
Virtually no feedback on user assistance.




                                 © 2010 Solari Communication. All rights res...
Social media technical communicator




                                © 2010 Solari Communication. All rights reserved.
Interviewer, writer, designer.




                             © 2010 Solari Communication. All rights reserved.
Extrovert:
     this is my opinion and
this is how you should do this.




                              © 2010 Solari Com...
Expert: content for collaboration.




                               © 2010 Solari Communication. All rights reserved.
Enabler:
soliciting, interacting, gathering
    comments and reactions.




                                © 2010 Solari ...
Interactive, short feedback cycles and
            reaction times.




                                 © 2010 Solari Comm...
Facebook




           © 2010 Solari Communication. All rights reserved.
“You hereby grant Facebook an
irrevocable, perpetual, non-exclusive,
transferable, fully paid, worldwide
license (with the...
(a) use, copy, publish, stream, store,
retain, publicly perform or display,
transmit, scan, reformat, modify, edit,
frame,...
(i) Post on or in connection with the
Facebook Service or the promotion
thereof subject only to your privacy
settings or (...
(b) to use your name, likeness and image
for any purpose, including commercial or
advertising, each of (a) and (b) on or i...
You may remove your User Content from
the Site at any time. If you choose to
remove your User Content, the license
granted...
“The following sections will survive any
termination of your use of the Facebook
Service: Prohibited Conduct, User
Content...
Complaints, Indemnity, General
Disclaimers, Limitation on Liability,
Termination and Changes to the
Facebook Service, Arbi...
Trust




        © 2010 Solari Communication. All rights reserved.
The changes in communication
        are profound.




                          © 2010 Solari Communication. All rights r...
Trust has shifted from leaders to peers.




                                  © 2010 Solari Communication. All rights res...
From official messages to conversations.




                                  © 2010 Solari Communication. All rights res...
The Trail Ahead
The State of Social Media
Understanding Social Media
The Rules of Social Media
How Communication Is Affect...
Introducing:
 A YouTube-like video library
A Facebook-like social network
  Social bookmarking service
     Knowledgebase ...
© 2010 Solari Communication. All rights reserved.
News




       © 2010 Solari Communication. All rights reserved.
Where people get their news

    37% Online (up 6%)
    29% National TV (down 5%)
    27% Newspapers (down 5%)

    Compar...
Many young adults under 25 get no news


             25% in 2000

             34% in 2009




                          ...
Philadelphia Daily News
  filed for bankruptcy

Minneapolis Star Tribune
  filed for Chapter 11

      Boston Globe
losing...
“Eight of the fifty largest daily newspapers
in the United States could cease publication
       in the next eighteen mont...
A final thought to consider:




                              © 2010 Solari Communication. All rights reserved.
Social media is here to stay.

It’s the wave of the future.




                                © 2010 Solari Communicatio...
We’ve Reached the Summit




                     © 2010 Solari Communication. All rights reserved.
The Trail Behind
The State of Social Media
Understanding Social Media
The Rules of Social Media
How Communication Is Affec...
Additional Resources




                       © 2010 Solari Communication. All rights reserved.
© 2009 Solari Communication. All rights reserved.
www.solari.net/position-papers-social-media.php
www.solari.net/subscribe.php
Thank you.




             © 2010 Solari Communication. All rights reserved.
Rich Maggiani
Communication Consultant
STC Fellow
Solari Communication
137 Lost Nation, Suite 14
Essex, Vermont 05452
802....
On second thought…

Allow me to revise
my previous statement:




                         © 2010 Solari Communication. Al...
Social media is not only here to stay.


   It’s the tsunami of the present.




                                         ...
Blossoming Flowers




© 2010 Solari Communication. All rights reserved.




                                             ...
Social Media: Present and Future
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Social Media: Present and Future

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Review the current status of social media, how it is being used in communication, and what the future might look like.

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Social Media: Present and Future

  1. 1. Social Media: Present and Future Rich Maggiani Solari Communication © 2010 Solari Communication. All rights reserved.
  2. 2. How we used to communicate © 2010 Solari Communication. All rights reserved.
  3. 3. 5,000+ years old © 2009 Solari Communication. All rights reserved.
  4. 4. 560 years old
  5. 5. 135 years old © 2009 Solari Communication. All rights reserved.
  6. 6. Forever © 2010 Solari Communication. All rights reserved.
  7. 7. How we communicate now © 2010 Solari Communication. All rights reserved.
  8. 8. 7 years old
  9. 9. The Trail Ahead The State of Social Media Understanding Social Media The Rules of Social Media How Communication Is Affected The Future of Social Media © 2010 Solari Communication. All rights reserved.
  10. 10. The Trail Ahead The State of Social Media Understanding Social Media The Rules of Social Media How Communication Is Affected The Future of Social Media © 2010 Solari Communication. All rights reserved.
  11. 11. Social media has become the most dominant means of communicating in history. © 2010 Solari Communication. All rights reserved.
  12. 12. Email © 2010 Solari Communication. All rights reserved.
  13. 13. 39 years old © 2010 Solari Communication. All rights reserved.
  14. 14. Blogs © 2010 Solari Communication. All rights reserved.
  15. 15. 11 years old © 2009 Solari Communication. All rights reserved.
  16. 16. Wikis © 2010 Solari Communication. All rights reserved.
  17. 17. 8 years old
  18. 18. Professional Networks © 2010 Solari Communication. All rights reserved.
  19. 19. 7 years old
  20. 20. Social Networks © 2010 Solari Communication. All rights reserved.
  21. 21. 6 years old © 2009 Solari Communication. All rights reserved.
  22. 22. Content Communities © 2010 Solari Communication. All rights reserved.
  23. 23. 5 years old
  24. 24. Micro-Blogging © 2010 Solari Communication. All rights reserved.
  25. 25. 4 years old © 2009 Solari Communication. All rights reserved.
  26. 26. Sweden Israel Switzerland Ireland Norway, and Panama © 2010 Solari Communication. All rights reserved.
  27. 27. Some Perspective © 2010 Solari Communication. All rights reserved.
  28. 28. Median ages: 2010 2009 Facebook 38 26 Myspace 32 27 Twitter 39 31 LinkedIn 44 40 © 2010 Solari Communication. All rights reserved.
  29. 29. The Trail Ahead The State of Social Media Understanding Social Media The Rules of Social Media How Communication Is Affected The Future of Social Media © 2010 Solari Communication. All rights reserved.
  30. 30. It’s all about… © 2010 Solari Communication. All rights reserved.
  31. 31. Conversation. Two-way, and often multidimensional. © 2010 Solari Communication. All rights reserved.
  32. 32. Contribution. Encourage interaction, positive and negative. © 2010 Solari Communication. All rights reserved.
  33. 33. Collaboration. Promote information exchange among all participants; quick and easy. © 2010 Solari Communication. All rights reserved.
  34. 34. Connection. Accessing information and people with a click. © 2010 Solari Communication. All rights reserved.
  35. 35. Community. A relationship with others sharing common attitudes, interests, and goals; through regular interaction. © 2010 Solari Communication. All rights reserved.
  36. 36. Social Media, the definition: Communication channels enabling authentic, personal engagement of one human to another. © 2010 Solari Communication. All rights reserved.
  37. 37. The Trail Ahead The State of Social Media Understanding Social Media The Rules of Social Media How Communication Is Affected The Future of Social Media © 2010 Solari Communication. All rights reserved.
  38. 38. I want, I want … © 2010 Solari Communication. All rights reserved.
  39. 39. To have a say. © 2010 Solari Communication. All rights reserved.
  40. 40. Meaningful dialogue. © 2010 Solari Communication. All rights reserved.
  41. 41. To be engaged and involved in the process. © 2010 Solari Communication. All rights reserved.
  42. 42. Personal interactions with others. © 2010 Solari Communication. All rights reserved.
  43. 43. To be listened to. © 2010 Solari Communication. All rights reserved.
  44. 44. To help shape what I find useful. © 2010 Solari Communication. All rights reserved.
  45. 45. To connect with others engaged in similar activities. © 2010 Solari Communication. All rights reserved.
  46. 46. Plain talk. © 2010 Solari Communication. All rights reserved.
  47. 47. Communication to be genuine and relevant. © 2010 Solari Communication. All rights reserved.
  48. 48. To conduct business with ethical companies who work transparently. © 2010 Solari Communication. All rights reserved.
  49. 49. To be in partnership. © 2010 Solari Communication. All rights reserved.
  50. 50. National Public Radio asked: “Why use social media?” © 2010 Solari Communication. All rights reserved.
  51. 51. “A method of communication.” © 2010 Solari Communication. All rights reserved.
  52. 52. “You might as well have asked ‘why communicate at all?’” © 2010 Solari Communication. All rights reserved.
  53. 53. “So I know I’m not alone.” © 2010 Solari Communication. All rights reserved.
  54. 54. “It’s the new water cooler.” © 2010 Solari Communication. All rights reserved.
  55. 55. “It’s a convincing illusion that I have an actual life.” © 2010 Solari Communication. All rights reserved.
  56. 56. The Trail Ahead The State of Social Media Understanding Social Media The Rules of Social Media How Communication Is Affected The Future of Social Media © 2010 Solari Communication. All rights reserved.
  57. 57. Aviation Supplies & Academics An internal wiki © 2010 Solari Communication. All rights reserved.
  58. 58. Product Knowledgebase
  59. 59. DATwiki
  60. 60. Motorola An external wiki © 2010 Solari Communication. All rights reserved.
  61. 61. 92% of employees at Motorola are engaged in social media © 2010 Solari Communication. All rights reserved.
  62. 62. They post almost 100,000 documents daily. © 2010 Solari Communication. All rights reserved.
  63. 63. Blue Shirt Nation Employee blogging for community © 2010 Solari Communication. All rights reserved.
  64. 64. Normal turnover rates for retail employees is 40–60%. © 2010 Solari Communication. All rights reserved.
  65. 65. Turnover rates for those employees engaged on Blue Shirt Nation is only 8%. © 2010 Solari Communication. All rights reserved.
  66. 66. ContentNext.org Social networking © 2010 Solari Communication. All rights reserved.
  67. 67. Twitter Micro-blogging at 140-characters © 2010 Solari Communication. All rights reserved.
  68. 68. Dominos: The Power of Twitter
  69. 69. Over one million views in two days
  70. 70. Domino’s Official Response © 2010 Solari Communication. All rights reserved.
  71. 71. Never once during the two-minute video did Mr Doyle look into the camera. © 2010 Solari Communication. All rights reserved.
  72. 72. Which in no small way made Domino’s completely change the recipe for its pizza. © 2010 Solari Communication. All rights reserved.
  73. 73. Finding the Time © 2010 Solari Communication. All rights reserved.
  74. 74. Or… “Is anyone really reading this stuff? © 2010 Solari Communication. All rights reserved.
  75. 75. Budget your time; don’t keep it open all day long. © 2010 Solari Communication. All rights reserved.
  76. 76. Create a networking schedule within your day. © 2010 Solari Communication. All rights reserved.
  77. 77. Don’t get caught up in every conversation; choose them wisely. © 2010 Solari Communication. All rights reserved.
  78. 78. “Un-follow” those who contribute to the noise. © 2010 Solari Communication. All rights reserved.
  79. 79. Strategize your contributions to something specific or important. © 2010 Solari Communication. All rights reserved.
  80. 80. © 2009 Solari Communication. All rights reserved.
  81. 81. © 2009 Solari Communication. All rights reserved.
  82. 82. Social Media Technical Communicator © 2010 Solari Communication. All rights reserved.
  83. 83. © 2010 Solari Communication. All rights reserved.
  84. 84. Traditional technical communicator © 2010 Solari Communication. All rights reserved.
  85. 85. Interviewer, writer, designer. © 2010 Solari Communication. All rights reserved.
  86. 86. Introvert: leave me alone so I can write. © 2010 Solari Communication. All rights reserved.
  87. 87. Hidden in the company. © 2010 Solari Communication. All rights reserved.
  88. 88. Virtually no feedback on user assistance. © 2010 Solari Communication. All rights reserved.
  89. 89. Social media technical communicator © 2010 Solari Communication. All rights reserved.
  90. 90. Interviewer, writer, designer. © 2010 Solari Communication. All rights reserved.
  91. 91. Extrovert: this is my opinion and this is how you should do this. © 2010 Solari Communication. All rights reserved.
  92. 92. Expert: content for collaboration. © 2010 Solari Communication. All rights reserved.
  93. 93. Enabler: soliciting, interacting, gathering comments and reactions. © 2010 Solari Communication. All rights reserved.
  94. 94. Interactive, short feedback cycles and reaction times. © 2010 Solari Communication. All rights reserved.
  95. 95. Facebook © 2010 Solari Communication. All rights reserved.
  96. 96. “You hereby grant Facebook an irrevocable, perpetual, non-exclusive, transferable, fully paid, worldwide license (with the right to sublicense) to… © 2010 Solari Communication. All rights reserved.
  97. 97. (a) use, copy, publish, stream, store, retain, publicly perform or display, transmit, scan, reformat, modify, edit, frame, translate, excerpt, adapt, create derivative works and distribute (through multiple tiers), any User Content you… © 2010 Solari Communication. All rights reserved.
  98. 98. (i) Post on or in connection with the Facebook Service or the promotion thereof subject only to your privacy settings or (ii) enable a user to Post, including by offering a Share Link on your website and… © 2010 Solari Communication. All rights reserved.
  99. 99. (b) to use your name, likeness and image for any purpose, including commercial or advertising, each of (a) and (b) on or in connection with the Facebook Service or the promotion thereof. … © 2010 Solari Communication. All rights reserved.
  100. 100. You may remove your User Content from the Site at any time. If you choose to remove your User Content, the license granted above will automatically expire, however you acknowledge that the Company may retain archived copies of your User Content.” © 2010 Solari Communication. All rights reserved.
  101. 101. “The following sections will survive any termination of your use of the Facebook Service: Prohibited Conduct, User Content, Your Privacy Practices, Gift Credits, Ownership; Proprietary Rights, Licenses, Submissions, User Disputes;… © 2010 Solari Communication. All rights reserved.
  102. 102. Complaints, Indemnity, General Disclaimers, Limitation on Liability, Termination and Changes to the Facebook Service, Arbitration, Governing Law; Venue and Jurisdiction and Other.” © 2010 Solari Communication. All rights reserved.
  103. 103. Trust © 2010 Solari Communication. All rights reserved.
  104. 104. The changes in communication are profound. © 2010 Solari Communication. All rights reserved.
  105. 105. Trust has shifted from leaders to peers. © 2010 Solari Communication. All rights reserved.
  106. 106. From official messages to conversations. © 2010 Solari Communication. All rights reserved.
  107. 107. The Trail Ahead The State of Social Media Understanding Social Media The Rules of Social Media How Communication Is Affected The Future of Social Media © 2010 Solari Communication. All rights reserved.
  108. 108. Introducing: A YouTube-like video library A Facebook-like social network Social bookmarking service Knowledgebase wiki 3-D virtual world for training © 2010 Solari Communication. All rights reserved.
  109. 109. © 2010 Solari Communication. All rights reserved.
  110. 110. News © 2010 Solari Communication. All rights reserved.
  111. 111. Where people get their news 37% Online (up 6%) 29% National TV (down 5%) 27% Newspapers (down 5%) Compared to two years ago © 2010 Solari Communication. All rights reserved.
  112. 112. Many young adults under 25 get no news 25% in 2000 34% in 2009 © 2010 Solari Communication. All rights reserved.
  113. 113. Philadelphia Daily News filed for bankruptcy Minneapolis Star Tribune filed for Chapter 11 Boston Globe losing $1 million a week © 2010 Solari Communication. All rights reserved.
  114. 114. “Eight of the fifty largest daily newspapers in the United States could cease publication in the next eighteen months.” Wall Street Journal (online) © 2010 Solari Communication. All rights reserved.
  115. 115. A final thought to consider: © 2010 Solari Communication. All rights reserved.
  116. 116. Social media is here to stay. It’s the wave of the future. © 2010 Solari Communication. All rights reserved.
  117. 117. We’ve Reached the Summit © 2010 Solari Communication. All rights reserved.
  118. 118. The Trail Behind The State of Social Media Understanding Social Media The Rules of Social Media How Communication Is Affected The Future of Social Media © 2010 Solari Communication. All rights reserved.
  119. 119. Additional Resources © 2010 Solari Communication. All rights reserved.
  120. 120. © 2009 Solari Communication. All rights reserved.
  121. 121. www.solari.net/position-papers-social-media.php
  122. 122. www.solari.net/subscribe.php
  123. 123. Thank you. © 2010 Solari Communication. All rights reserved.
  124. 124. Rich Maggiani Communication Consultant STC Fellow Solari Communication 137 Lost Nation, Suite 14 Essex, Vermont 05452 802.879.9330 rich.maggiani@solari.net www.solari.net www.solari.net/toward-humanity Follow me on Twitter: @richmaggiani Invite me to connect: www.linkedin.com/in/richmaggiani © 2010 Solari Communication. All rights reserved.
  125. 125. On second thought… Allow me to revise my previous statement: © 2010 Solari Communication. All rights reserved.
  126. 126. Social media is not only here to stay. It’s the tsunami of the present. © 2010 Solari Communication. All rights reserved.
  127. 127. Blossoming Flowers © 2010 Solari Communication. All rights reserved. © 2010 Solari Communication. All rights reserved.
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