5 Big Things in 10 Short Years: A Practical Guide to SocialSphere, Millennials & Social Media Strategy

1 5 Big Things in 10 Short Years A Practical Guide to SocialSphere, Millennials, Social Media & Strategy Presented By: John Della Volpe SocialSphere, Inc. November 2009 Friday, November 6, 2009

2 Millennials are the largest generation in human history. That makes them the largest market in human history. Millennials, true digital natives, live in a sea of technology and “new media.” This is a global phenomenon that has already changed the world. Markets have no borders. Time and distance shrink every year. The global “wired” market has gone from 400 million to 2 billion in the past ten years. Projected growth is from 2 to 2.5 billion between now and 2014. http://www.etforecasts.com/products/ES_intusersv2.htm#list http://www.ﬂickr.com/photos/chrisjohnbeckett/453104577/ Friday, November 6, 2009

3 This generation has trust issues -- especially with traditional media and old institutions -- and they are not afraid to let you know it. These “issues,” along with their tech literacy, have migrated across generational lines. http://www.theinsider.com/photos/892811_Jessica_Alba_Is_That_Your_Middle_Finger_Or_Are_You_Just_Happy_To_See_Me?&c_id=892810&c_type=news http://www.bing.com/images/search?q=middle+finger&qpvt=middle+finger&FORM=Z7FD1#focal=437e26a1391dc8ca552f22fd7fe515e4&furl=http%3A%2F%2Ffarm4.static.flickr.com%2F3291%2F3118283769_7b8deab5fe Friday, November 6, 2009

4 SocialSphere’s deep understanding of technology and its impact on people, will give your organization the strategies to earn trust and develop loyalty inside and outside your corporate walls. We understand how this impacts other generations and stakeholders. We give you the strategies and tools to have a deep reach beyond Millennials, and into both older/ wealthy and emerging/younger demographic cohorts. https://www.thirdage.com/ﬁles/couplecomputercrop.jpg Friday, November 6, 2009

5 SocialSphere. Who We Are. SocialSphere enters into a three-phase strategic relationship with large companies and organizations in the U.S. and abroad that start from the top-down with the CEO or other key decision-makers. We start with the recognition that the world of information and media is broader and ﬂatter than it ever has been – and old 20th century media and traditional ways of communication do not speak effectively or efﬁciently to the new generation of consumers, employees and other stakeholders who seek new ways to engage and make an impact in organizations they feel passionate about. Time and distance compress further every day. But time and distance still matter. We were founded 30 paces from the house where Facebook was developed in Harvard Square. Our smart Cambridge tribe lives on the edge of new social media technology emerging every day -- and is at your service, developing a disciplined strategic path forward for your organization, in a fast changing world. Friday, November 6, 2009

6 A Few Of Our Leading Edge Clients Thomas H. Lee Partners The Governor of the Commonwealth Friday, November 6, 2009

7 The Big 5 Things We’ve Learned & How They Can Help Your Organization http://www.ﬂickr.com/photos/benny_lin/2897534888/ Friday, November 6, 2009

8 #1: Millennials are the Driving Force Behind the World’s Largest Market Friday, November 6, 2009

9 Millennials Are the Largest Generation In the History of the World World Population by Age Midyear 2009 Estimate There are more than 2.3 Billion Millennials (ages 10-29) in the world. They represent more than 1/3 of Ages 70+ the world’s population and Ages 0-9 Ages 50-69 5% more than 1/4 of the U.S. 15% 18% population. Although they are not a monolith -- they Ages 30-49 think, act, work, 27% communicate and make decisions differently than Ages 10-29 most others -- and inﬂuence 34% just about everything you care about. http://www.census.gov/cgi-bin/broker Friday, November 6, 2009

10 Connecting Online Was Not A Fluke, Millennials’ Brains Are Wired Differently 9 91 9 93 9 95 9 97 9 99 0 01 1 1 1 1 1 2 ... and then came 0 03 0 04 0 05 06 2 2 2 20 ... Friday, November 6, 2009

11 Millennials Are Different Around the World We spent a quarter of last year traveling and meeting with business, government and academic leaders from more than two dozen countries around the world. While there are ﬁerce differences in priorities, technology use, ideology and political outlooks around the globe -- the one thing that holds true is their universal thirst to have their inherent power recognized. USA meeting w/ business/govt./ SocialSphere in- academic leader country visit. from country. Friday, November 6, 2009

12 #2: One-Way Communicators Often Struggle with the New Multilateral Reality Friday, November 6, 2009

13 Tread Wisely We’ve had many successes in the last few years, a few failures and learned a lot of lessons as well. Most of the lessons learned were due to either: Over-estimating the potential impact of old- marketers turned new. This may seem a little harsh, but it’s true. Social media is a completely different animal than traditional advertising, marketing and public relations. All media have their roles, but when executed well, social media strategy is a true, authentic, insightful, multilateral dialogue -- created in large part due to the inherent deﬁciencies of one-way vehicles that still dominate much of today’s media landscape; or... http://l.yimg.com/l/tv/us/img/site/79/83/0000057983_20090609173807.jpg Friday, November 6, 2009

14 Tread Wisely [or] Under-estimating the difﬁculty and time necessary for building a sustainable “community” of purpose -- or place where there’s an exchange of knowledge or value. If you build it, there are no guarantees they will come. http://baseball.mikeandkatharina.com/wp-content/plugins/hot-linked-image-cacher/upload/baseballintelligencer.com/baseball/wp-content/uploads/2009/05/ﬁeld-of-dreams-scene.jpg Friday, November 6, 2009

15 Most Important Aspects of Strategic Social Media Strategy Communities, forums, exchanges -- all aspects of social media efforts -- and “ﬂatter” organizations start with: Identifying your most passionate advocates; Empowering them with respect, technology and responsibility; Asking them for more, and always measuring. This must be a true collaboration involving senior leadership, day-to-day management, a targeted community and clear, measurable objectives. Incentives matter -- and they range from impromptu phone calls from the CEO to cold, hard cash. Friday, November 6, 2009

16 #3: Social Media Strategy Is Serious Business, Decisions Should Involve Your Best People Friday, November 6, 2009

17 Few things can transform a brand faster than -- a well executed or poorly executed -- social media strategy. Start engagements by assembling a kick-off meeting that includes your smartest people, which could include everyone from the CEO to the newest hire with great ideas, to discuss business objectives and measurement -- and make sure that you are comfortable knowing that your lead strategist: - Understands business (including your business), fundamental research and measurement; - Views social media as one part of an integrated business strategy -- and more than Twitter, Facebook and the latest widget; and - Was not working as a barista or ﬁnishing college six months ago. http://www.pciaonline.org/ﬁles/Proceedings/2007AfricaWorkshopProceedings/Photos/Day%204%20Data%20Analysis.jpg http://www.hammertonail.com/wp-content/uploads/2009/01/h2n-slacker-1.jpg Friday, November 6, 2009

18 #4: Good Social Media Is Strategy, and Executed From the Top Friday, November 6, 2009

19 “You just can’t say it...” Ford & Samsung Invest Signiﬁcant Marketing Dollars and A-Team Resources On These Efforts "When you listen to consumers, you can incorporate what they see as 'next' more cohesively." David Steel. Samsung North America. SVP, Head of Strategic Marketing http://www.businessweek.com/autos/autobeat/archives/2009/10/ford_spending_2.html http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=115818 Friday, November 6, 2009

20 Small, Authentic Gestures From The Top Often Pay Off -- And Very Quickly client* “While the Dallas Mavericks are busy kicking bloggers out of the team’s press box, NTRA’s CEO Alex Waldrop is inviting bloggers to not only come to their events, he’s also inviting them to help change the sport. Alex who also blogs on the NTRA Web site, took some time away from one of the biggest days in his sport to speak with us. Seriously, the commissioner of a sport was happy to talk to us. Where are you David Stern? “...the most blogger friendly sport going.” Estimated Monthly UV: 250,000 http://laist.com/2008/10/29/the_breeders_cup_brings_out_big_nam.php Friday, November 6, 2009

21 #5: Social Media & Its Impact on the Bottom Line Can Be Measured Friday, November 6, 2009

22 Another Level of Measurement for Social Media Influence Our proprietary ORBITTM methodology and algorithms measure the most important influencers of brands and issues on the Internet. We map the “social sphere” across four quadrants: traditional media sites, industry media, social frameworks, and blogs and communities. Legend: Onsite engagement: Indicated by the thickness of the line around the circle. Reach: Indicated by the diameter of the circle. Bias (toward representing a student point of view): Indicated by + for positive, +/- for neutral and - for negative. Influence: Indicated is indicated by the closeness of each circle to the center of the chart. Topical frequency is represented by color. Orange is frequent, vanilla is neutral, and gray is low topical frequency.  = Frequent,  = Neutral,  = Low Topical Frequency [Source: SocialSphere, Inc.. ORBIT Report on College Admissions. November 2008.] Friday, November 6, 2009

23 Measuring ROI for Social Media Strategy Total Economic ImpactTM “Makes Everything You Do Better” 1. Brand Building Cost Beneﬁts 2. Customer Support 3. Lead Generation 4. Product Development 5. Market Research Chance Flexibility 6. Public Relations/Marketing la tion* ROI Calcu OI Flexib ility) = R (1+ Ch ance) * its * (1- ($Benef $Cost ROI 27 = 267% * .73) * 1. ($ 922,000 0 $320,00 * SocialSphere client after 18 months Total Economic Impact, Trademark of Forrester Research Friday, November 6, 2009

24 300,000,000 Active Facebook Users Around the World, 35+ Fastest Growing Segment Worldwide Active Users 300,000,000 300,000,000 450% 225,000,000 316% 150,000,000 125,000,000 75,000,000 50,000,000 150% 140% 118% 5,500,000 12,000,000 1,000,000 0 0% 4 5 6 7 8 9 200 200 200 200 200 200 Facebook Active Users Annual Rate of Change http://www.facebook.com/press/info.php?statistics#/press/info.php?timeline Friday, November 6, 2009

25 Engagement Average user has 130 friends More than 8 billion minutes are spent on Facebook each day More than 45 million status updates each day More than 10 million users become fans of Pages each day About 70% of Facebook users are outside the United States http://www.facebook.com/press/info.php?statistics#/press/info.php?timeline Friday, November 6, 2009

26 Dominant Social Networks in the U.S. 150,000,000 Active Users in the U.S. Facebook 125M UV 112,500,000 Yearly Change: 202% 75,000,000 MySpace 50M UV Yearly Change: -11% 37,500,000 Twitter 24M UV Yearly Change: 660% 0 07 07 08 08 08 08 09 09 09 Se p De c M ar Ju n Se p De c Mar Jun Se p http://siteanalytics.compete.com/facebook.com+myspace.com+twitter.com+linkedin.com/ Friday, November 6, 2009

27 John Della Volpe SocialSphere, Inc. College House 1430 Massachusetts Avenue Cambridge, MA 02138 john@socialsphere.com 617.245.8589 Friday, November 6, 2009

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5 Big Things in 10 Short Years: A Practical Guide to SocialSphere, Millennials & Social Media Strategy

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5 Big Things in 10 Short Years: A Practical Guide to SocialSphere, Millennials & Social Media Strategy — Presentation Transcript