?WHATTHEF**KISSOCIALMEDIAone year later**Bigger. Badder. More f**king than ever.
“ 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, Googlephoto by Zellaby on flickr.com
Ofﬁcially, though, social mediais not like teen sex. ** Phew!
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
IT’S ALSOA FANCY WAYTO DESCRIBETHE ZILLIONSOF CONVERSATIONSPEOPLEARE HAVINGONLINE24/7.photo by Kris Hoet on flickr.com
WHYTHEF**KSHOULDI CAREone year later* ?* Still an excellent question, by the way.
REASON #1BECAUSE 3 OUT OF 4 AMERICANS USE SOCIAL TECHNOLOGY.Forrester, The Growth Of Social Technology Adoption, 2008
REASON #2BECAUSE 2/3 OF THE GLOBAL INTERNET POPULATIONVISIT SOCIAL NETWORKS.Nielsen, Global Faces & Networked Places, 2009
REASON #3BECAUSE VISITING SOCIAL SITES IS NOW THE 4TH MOSTPOPULAR ONLINE ACTIVITY—AHEAD OF PERSONAL EMAIL.Nielsen, Global Faces & Networked Places, 2009photo by Bruno Girinon flickr.com
REASON #4BECAUSE TIME SPENT ON SOCIAL NETWORKSIS GROWING AT 3X THE OVERALL INTERNETRATE, ACCOUNTING FOR ~10% OF ALLINTERNET TIME.Nielsen, Global Faces & Networked Places, 2009
REASON #5BECAUSE SOCIAL MEDIA IS DEMOCRATIZINGCOMMUNICATIONS. BIG TIME. “ Technology is shifting the power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are in control.” Rupert Murdoch, Global Media Entrepreneur
REASON #6BECAUSE SOCIAL MEDIA IS LIKE WORD OF MOUTH ON STEROIDS.
BECAUSE, DEAR FRIEND, SOCIAL MEDIAIS A F**KING FORCE TO BE RECKONED WITH.photo by Balakov on flickr.com
13 HOURSThe amount of video uploadedto YouTube every minute.
412.3 YEARSThe length of time it would take to view every YouTube video.
100,000,000The number of YouTube videos viewed per day.
13,000,000The number of articles available on Wikipedia.
3,600,000,000The number of photos archived on Flickr.com as of June 2009.
3,600,000,000The number of photos archived on Flickr.com as of June 2009.That’s roughly 1 photo per every 2 people on the planet.
1382%The monthly growth rate of Twitter users from January to February 2009.
3,000,000The average number of Tweets per day on Twitter.com
5,000,000,000 The number of minutes spent on Facebook each day.
1,000,000,000The amount of content(web links,news stories,blog posts,notes,photos,etc.)shared each weekon Facebook.
“ 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 platform where they share what they care about with the world.” Seth Godin, Author
5,000,000photo by jmtimages (better!) on flickr.com
5,000,000The number of active Barack Obamasupporters across 15 social networks.photo by jmtimages (better!) on flickr.com
14,200,000 photo by EricaJoy on flickr.com
14,200,000The number of views Obama’sfamous “Yes We Can” video goton YouTube. photo by EricaJoy on flickr.com
14,200,000The number of views Obama’sfamous “Yes We Can” video goton YouTube.An additional 15 of the 1,800 ofﬁcialand 139,000 unofﬁcial Obamavideos received over 1 Millionviews. photo by EricaJoy on flickr.com
$6,500,000photo by jmtimages (better!) on flickr.com
$6,500,000The amount of money 3 Million online donorscontributed to the 2008 Obama campaign.photo by jmtimages (better!) on flickr.com
IF FACEBOOK WEREA COUNTRY,IT WOULD BE THE 8THMOST POPULATEDIN THE WORLD,JUST AHEADOF JAPAN.Mark Zuckerberg, January 7, 2009
HOLYF**K **Gratuitous, but lives up to the promise on the title page.
93% OF SOCIAL MEDIA USERS BELIEVE A COMPANYSHOULD HAVE A PRESENCE IN SOCIAL MEDIA.Cone, Business in Social Media Study, September 2008
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.
YOU SEE, IT’S SUPPOSED TO BE A DIALOGUE,NOT A MONOLOGUE.
“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
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
“ The people in charge of talking are in the marketing department. The people in charge of listening are in the research or service or sales department. They hardly ever talk to each other, let alone have full-duplex conversations with customers.” Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009 photo by Jamie Mellor on flickr.com
“ This wont ﬂy in social technology because the minute you talk, people expect you to listen. And if you start to listen, youll be tempted to talk. Its a full-duplex channel that befuddles one-way-marketers.” Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009
FACT: SOCIAL MEDIA PLAYTIME * IS OVER.*See http://www.forrester.com/Research/Document/Excerpt/0,7211,47665,00.html for more on that topic.
SO, PLEASE. *STOP F**KING AROUND& GET SERIOUSABOUT HARNESSINGTHE POWER OF THIS THING.
SO, PLEASE. *STOP F**KING AROUND& GET SERIOUSABOUT HARNESSINGTHE POWER OF THIS THING.*C’mon, I said please.
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
“ For companies, resistance to social media is futile. Millions of people are creating content for the social Web. Your competitors are already there. Your customers have been there for a long time. If your business isnt putting itself out there, it ought to be.” BusinessWeek, February 19, 2009photo by Archie McPhee Seattle on flickr.com
UNFORTUNATELY, MOST COMPANIESARE STILL TREATING SOCIAL MEDIA *LIKE JUST ANOTHER MARKETING CHANNEL.*Oops.
WHEN IN FACT, *IT’S SO MUCH MORE.*Wait for it...
1: PUBLIC RELATIONS
2: CUSTOMER SERVICE
AND YES,CUSTOMER ACQUISITION, TOO.
photo by cyndie@smilebig! on flickr.com DEF INE YOUR C OMPANY’S SOC IAL MEDIA STRATEGY.
HOPE IS NOTA STRATEGY.photo by quest for the heartstone on flickr.com
photo by eye2eye on flickr.comSTOP THINKING “CAMPAIGNS”.START THINKING “CONVERSATIONS.
photo by Malingering on flickr.com HELP, IF YOU NEED IT. ASK FOR
AND BECAUSEI’D HATETO SEE YOUF**K IT ALL UP,I’LL ADD THISTINY BITOF ADVICE :
SUME SOC IAL MEDIADON’T AS ERYTHING.IS THE AN SWER TO EV
photo by arlen on flickr.com IF YOUR PRODUCT SUCKS, SOCIAL MEDIA WON’T FIX IT.
(HOWEVER, IF YOUR CUSTOMER SERVICE SUCKS,SOCIAL MEDIA CAN HELP.)
photo by gari.baldi on flickr.comIF YOUR REPEAT BUSINESS SUCKS,SOCIAL MEDIA CAN HELP.
IF YOUR COMPANY’S WORD OF MOUTH SUCKS,SOCIAL MEDIA CAN HELP.
FINAL WORDS OF *F**KING WISDOM :*a.k.a. The dramatic ﬁnale.
RULE #1: LISTEN• Google Alerts• TweetDeck• SocialMentions• RSS(FOR STARTERS)
RULE #2: ENGAGE
RULE #3: MEASURE• Audience• Engagement• Loyalty• Inﬂuence• Action(METRICS SHOULD MAP TO GOALS. PERIOD.)
NOWGO OUTTHERE& GETSOCIAL!
F**K Espresso http://brandinﬁltration.comYOU BOSTON e: marta@brandinﬁltration.com t: @mzkaganVERY TORONTOMUCH e: jacquelyn@brandinﬁltration.com t: @inﬁltratorsAll photos in this presentation were purchased from iStockPhoto.com unless otherwise noted.