What is social media? And why should you care? Alexander Barbara EasyTweets.com Twitter: @easytweets @ayb

About Me E-commerce and internet marketing businesses Strategic consultant Focus on tools and resources that add value Saw a need last year and launched a marketing tool for Twitter

E-commerce and internet marketing businesses

Strategic consultant

Focus on tools and resources that add value

Saw a need last year and launched a marketing tool for Twitter

About EasyTweets Advanced Twitter marketing and reputation management tool (commercial w/ support) “ Almost Perfect”, constantly innovating Flexible and powerful alternate interface Real time SMS and E-mail Alerts Used by many well known brands, political candidates, and thousands of internet marketers

Advanced Twitter marketing and reputation management tool (commercial w/ support)

“ Almost Perfect”, constantly innovating

Flexible and powerful alternate interface

Real time SMS and E-mail Alerts

Used by many well known brands, political candidates, and thousands of internet marketers

What is social media?

A Tool

For communication

With “friends” (and the world)

Size > 250 million users worldwide (July 2009) 69.4 Million users in USA 3.65 Million users in Mexico (#13) 70% users outside USA Women outnumber men 55.7% vs. 42.2

> 250 million users worldwide (July 2009)

69.4 Million users in USA

3.65 Million users in Mexico (#13)

70% users outside USA

Women outnumber men 55.7% vs. 42.2

By Country

Growth 82.5M July 2008 => 250M July 2009 (303%) > 500,000 new users per day Mexico growth 2008-2009 249.5% The Top 10 fastest growing countries: Indonesia, Romania, Slovakia, Czech Rep, Italy, Philippines, Argentina, Uruguay, Taiwan, Portugal, Brazil, Spain, Paraguay

82.5M July 2008 => 250M July 2009 (303%)

> 500,000 new users per day

Mexico growth 2008-2009 249.5%

The Top 10 fastest growing countries: Indonesia, Romania, Slovakia, Czech Rep, Italy, Philippines, Argentina, Uruguay, Taiwan, Portugal, Brazil, Spain, Paraguay

Growth by Demographic Ages 35-54 fastest growing (276.4% in 6 mo) Age 55+ growth 194.35% in 6 mo 52% of US users are age 18-25 Users age 25-34 doubling every 6 months Miami is fastest growing city at 42.2%

Ages 35-54 fastest growing (276.4% in 6 mo)

Age 55+ growth 194.35% in 6 mo

52% of US users are age 18-25

Users age 25-34 doubling every 6 months

Miami is fastest growing city at 42.2%

Growth vs. Google

Usage > 250M active users Average user has 120 “friends” 120M Users Login Every Day, 5B Minutes Per Day 30M Users Update Statuses Each Day 1B Photos Uploaded Each Month > 45M active user groups

> 250M active users

Average user has 120 “friends”

120M Users Login Every Day, 5B Minutes Per Day

30M Users Update Statuses Each Day

1B Photos Uploaded Each Month

> 45M active user groups

Application Platform Site is modular in nature (photos, events, etc.) Platform launched May 2007 Leverage connections to interact/share info fbFund and Facebook Connect

Site is modular in nature (photos, events, etc.)

Platform launched May 2007

Leverage connections to interact/share info

fbFund and Facebook Connect

Demographic Targeting

Demographic Targeting

18-24 Males In Mexico

Business Presence Custom pages and URLs Send updates to “fans” Share and interact with customers Use social proof to promote brands

Custom pages and URLs

Send updates to “fans”

Share and interact with customers

Use social proof to promote brands

Fortune 500 Presence

Starbucks

Starbucks

233,906 friends were removed 82,771 users removed 1+ friends Campaign lasted 1 week Facebook blocked due to technicality Whopper Sacrifice Results

233,906 friends were removed

82,771 users removed 1+ friends

Campaign lasted 1 week

Facebook blocked due to technicality

BingTweets.com

Overview Content stream, rapid interaction Est. 25 million users by end 2009 60% of traffic from outside the US

Content stream, rapid interaction

Est. 25 million users by end 2009

60% of traffic from outside the US

Growth 812% user growth 2008-2009 1264% traffic growth to Twitter.com

812% user growth 2008-2009

1264% traffic growth to Twitter.com

Mailing List 2.0 Relationship building No need for a double opt in Twitter handles deliverability List can grow virally Public tweets get indexed by search engines Ideal for segmenting

Relationship building

No need for a double opt in

Twitter handles deliverability

List can grow virally

Public tweets get indexed by search engines

Ideal for segmenting

Listening to customers and interacting Sharing relevant information Finding out what customers want Personalizing your brand Engagement, building trust and relationship Offering short term discounts/offers Great For

Listening to customers and interacting

Sharing relevant information

Finding out what customers want

Personalizing your brand

Engagement, building trust and relationship

Offering short term discounts/offers

Business Users

Some Twittering Celebrities

Sold > $3M through @DellOutlet since 2007 $1M in the last 6 months Top 100 most-followed accounts (938k) Posts deals 6-10x per week Coupons, clearance events, new items Dell

Sold > $3M through @DellOutlet since 2007

$1M in the last 6 months

Top 100 most-followed accounts (938k)

Posts deals 6-10x per week

Coupons, clearance events, new items

Naked Pizza

“ Bacon Explosion”

“ Bacon Explosion” (Photo from The New York Times)

Twitter Chatter

Volcanic!

“ Bacon Explosion”

YouTube

Overview 107.1 million viewers (April 2009) 6.8 billion videos watched (63.5 per viewer) YouTube/Google - 40% of video market Largest group 18-34, 52% share, median 33 51% visit YouTube weekly or more often

107.1 million viewers (April 2009)

6.8 billion videos watched (63.5 per viewer)

YouTube/Google - 40% of video market

Largest group 18-34, 52% share, median 33

51% visit YouTube weekly or more often

Growth 32% growth in traffic 2008-2009 10 hours of video uploaded every minute

32% growth in traffic 2008-2009

10 hours of video uploaded every minute

Brandable Channels

“ Wii Fit Girl”

20,000 views on the first day 4 million views in 1 month Nintendo denied association with the video Wii Fit Girl becomes an Internet celebrity High demand for Wii Fit “ Wii Fit Girl”

20,000 views on the first day

4 million views in 1 month

Nintendo denied association with the video

Wii Fit Girl becomes an Internet celebrity

High demand for Wii Fit

So.. why should you care? #1: Your Customers Are Talking #2: Personalize Brand, Interaction #3: Great Marketing Opportunities

#1: Your Customers Are Talking

#2: Personalize Brand, Interaction

#3: Great Marketing Opportunities

Your Customers Are Talking

David vs. Goliath

You MUST Be Listening

“United Breaks Guitars”

A Band Flew On United Airlines

And Watched In Horror

As Their Guitars Were Destroyed

United Would Not Pay To Fix

So They Made A Video

To Be Continued

“ Motrin Moms”

Many YouTube Responses

Twitter Response Trends

Motrin Search Volume

Putting Out The Fire

How To Respond As quickly as you can. Through the same medium. Acknowledge your mistakes. Be real. Do what it takes to make things right. Leverage exposure to grow brand and interact with more customers.

As quickly as you can.

Through the same medium.

Acknowledge your mistakes. Be real.

Do what it takes to make things right.

Leverage exposure to grow brand and interact with more customers.

United’s Response

Motrin’s Apology

What to do NOW? Reserve your brand names Create your presence Start listening to your customers Tell your story and interact

Reserve your brand names

Create your presence

Start listening to your customers

Tell your story and interact