A summary of current facts and trends regarding Social Media and Adstrategies\' capabilities with this important realm of marketing.

1. Social Media - A Report by
Adstrategies Inc.
Information, Research & recommendations compiled
by Terry Ayers
Advertising & Sponsorships Director
30 April 2009
410-822-2450 x 17

2. The Future of Marketing
• Forrester Research predicts interactive online
advertising, display, email, mobile, search,
and social media, will experience a 17%
annual growth rate, totaling almost $55
billion in spending over the next seven
years.
• Five key online advertising channels will
see the following upswing: Social media -
34% Mobile -- 27% Display -- 17%
Search -- 15% Email -- 11%
Source: Adotas, 04/28/09.
•

3. Social media requires a willingness
& readiness to ENGAGE
• Social media programs aren't the same as just writing a press
release or developing a media pitch.
• When you begin to engage with people, they want to interact with
YOU – they want to see personalities at a company, not just a
corporate image.
• This requires a level of transparency from the CEO down
to engineering that can't be forged by an Advertising & PR firm.
• Be prepared to conduct business this way if you want
to be successful with social media.

4. Your audience MIGHT NOT naturally pay attention
• Maintaining a day-to-day social media
presence (and relevance) requires
loyally following four key steps:
• produce content
• push content through social media
channels
• actively monitor the channels you
want to leverage
• and respond FAST.
• Rinse and repeat. Daily.

5. Social media NEVER stops
• Companies often drastically underestimate the
resources required to build successful social media
channels. They want to generate buzz around a
major announcement, but then want to quot;turn offquot;
until their next bit of news.
• They don't want to respond to questions or create
new content until it benefits their bottom line.
• You can't do that with social media.
• Don't be surprised when people demand that
you pay attention to them before they'll
care about you.

6. Social media requires A LOT of planning
• Building your brand with social media can be a lot of
fun, but the planning process can be pretty exhausting.
• Expect any social media program to take at least
2.5x the amount of time and resources a traditional
PR approach normally would.
• Plan ahead. After identifying your target audiences and
the key messages you want to communicate to each
audience, multiply those by the number of channels
you plan to use and develop metrics to
measure your success.
• Content should be cross-linked and distributed in
sync or according to a detailed choreography.
• Then, monitor and have guidelines
for response.

7. Social media is EVERYONEʼS
responsibility
• Social media enables your audience to ask
questions, challenge your claims, offer helpful
product feedback and share their opinions with their
network of friends and followers.
• Companies that are successful with social media
have resources in every department to immediately
address questions and issues that come in through
social media channels.
• As you are starting up a social media program,
share with your company what you want to
accomplish and tell everyone how they can help.

8. Elin Raymond, President of The Sage Group, Inc
an integrated marketing, branding and communications firm
Suggestions for marketing to 17- to 40-year-olds:
Keep engaged via two-way social media. This
•
includes hosting online contests, creating a
Facebook company profile, and using Twitter to
announce events, brand extensions, etc.
Help them try your brand by providing
•
free/discount coupons on Facebook, MySpace,
and other Web sites
Integrate online and traditional marketing
•
Track what's said about your
•
brand/product

9. Social Networking Growth Outpaces Email Among US
Consumers
April 22, 2009
Facebook, Twitter Usage Growing While Email Usage Stays Flat During 8-
Month Study
BERKELEY, CA (BUSINESS WIRE)--During an eight month study of over two
thousand home-based consumer Microsoft Windows PCs and several hundred
home Apple Mac computers in the US, ClickStream Technologies found Social
Networking activity increased significantly while email usage remained flat.
US Consumer PC Usage by Pc Facebook.com MS Outlook
Jul'08 17% 15%
Aug'08 17% 14%
Sep'08 17% 13%
Oct'08 16% 12%
Nov'08 21% 13%
Dec'08 23% 13%
Jan'09 27% 13%
Feb’09 32% 13%

10. Social Networking Generates Leads,
Closes Sales for Marketers
According to a social media study by Michael Stelzner for the Social Media
Success Summit 2009, 88% of marketers in a recent survey say they are now
using some form of social media to market their business, though 72% of those
using it say they have only been at it a few months or less.
Key survey findings:
Small-business owners are more likely to use LinkedIn than employees working
•
for a corporation
Men are significantly more likely to use YouTube or other video
•
marketing than women (52.4% of all men compared with 31.7% of
women)
For those just getting under way with social media marketing, LinkedIn is
•
ranked as their number-two choice, pushing blogging down one notch
Among those who have been using social media for a few months,
•
Facebook is in second place. This group also has more
Twitter use
Twitter is used by 94% of marketers who have been
•
using social media for years, followed closely by blogs.

11. The Rise of Viral Media
• In March 2009, YouTube reached 100 million
monthly viewers in the US. 6.3 billion videos
were viewed on the site.
• Its competitor, Hulu, is also growing fast, but not
nearly as fast as YouTube.
• In March alone, YouTube has grown almost two
Hulus in size. According to some calculations,
YouTube will serve 75 billion video streams to
375 million unique visitors in 2009.
• Source: http://mashable.com/2009/04/17/web-in-numbers-social-media/

12. • Facebook has grown from 100 million to 200 million users in
less than 8 months. If it were a country, it would be bigger
than Brazil. Its traffic has grown immensely in one year period.
• MySpace, the social network that used to break records like
these, is now lagging behind Facebook; according to latest
calculations, Facebook now has a total of 65.7 million unique
visitors versus MySpace’s 54.1 million
• Source: http://mashable.com/2009/04/17/web-in-numbers-social-media/

13. Twitter & The Rest
• Twitter is growing at a crazy rate; although it already has
a very large audience, it grew 76.8 percent just from
February to March 09. Its yearly growth rate? 1,382
percent. According to Nielsen, Twitter currently has 7
million unique monthly visitors. If it keeps growing at this
rate, it’ll have nearly 100 million visitors same time next
year.
• Digg recently launched DiggBar has increased the site
traffic by 20%. And, according to Compete, Digg is at 36
million uniques and growing fast again, despite a
dip in traffic in February.
• Source: http://mashable.com/2009/04/17/web-in-numbers-social-media/

14. Adstrategies Can Help
• Paid Media: We recently purchased hypertargeted
display ads for the Baltimore Bridal Show on MySpace &
Facebook. We were able to geo-target the ads to the
Baltimore area and demo target to females ages 18 to 35
who were recently engaged.
• Social Media Participation: (3 options)
• 1. We Do it For You - NOT POSSIBLE
• 2. Do it Yourself - we set it up, you run with it
• 3. Adstrategies Consultation - we set it up,
offer on-going assistance and track instances
& feedback

15. Hypertargeting
We can target the
demographics
you want in a variety
of ways!

16. Contact Us
• Terry Ayers, Advertising & Sponsorships Director
• 410-822-2450 x 17 or 888-456-2450
• Terrya@adstrategies.com
Thank you for the opportunity to present this information :)