Reaching Your Audience in a Social Media World December 2, 2008

Cadbury's Gorilla YouTube Video Official Gorilla Ad - 3,240,123 views Eclipse of the Heart Remix – 931,000+ views Original Repost - 879,000+ views Ad Spoof - 637,000+ views Eastenders Remix 597,000+ views X Factor Remix 494,000+ views A Skillz Remix 388,000+ views Deep Purple Remix 385,000+ views Extended Mix 371,000+ views Nirvana Remix 370,000+ views 8.3 Million views and counting…

Official Gorilla Ad - 3,240,123 views

Eclipse of the Heart Remix – 931,000+ views

Original Repost - 879,000+ views

Ad Spoof - 637,000+ views

Eastenders Remix 597,000+ views

X Factor Remix 494,000+ views

A Skillz Remix 388,000+ views

Deep Purple Remix 385,000+ views

Extended Mix 371,000+ views

Nirvana Remix 370,000+ views

8.3 Million views and counting…

Metcalfe’s Law “ The value of a network grows by the square of the number of participants” Robert Metcalfe 3Com Founder

“ The value of a network grows by the

square of the number of participants”

Robert Metcalfe

3Com Founder

CrossTech Partners Overview Digital Marketing Drive visibility and conversion with compelling experiences and managed presence across the social web Event Technology Engage and communicate brand messages and drive value through face-to-face and live online events Master Data Management Understand and manage customer/ member audience with business intelligence, master data management and relationship management

Drive visibility and conversion with compelling experiences and managed presence across the social web

Engage and communicate brand messages and drive value through face-to-face and live online events

Understand and manage customer/ member audience with business intelligence, master data management and relationship management

Why Your Members are Members Specific Association Services Newsletters Magazines Lobbying or Representation Trade Events Access to Information Deep Content Research Personal Networking and the opportunities for career advancement Position of influencing the direction of organization or industry

Specific Association Services

Newsletters

Magazines

Lobbying or Representation

Trade Events

Access to Information

Deep Content

Research

Personal

Networking and the opportunities for career advancement

Position of influencing the direction of organization or industry

Today’s Member Expectations Your members visit other sites on the Web; they develop expectations for the level of service and ease of use for all Web sites. Search They search Google with a two-word phrase, and it returns the right page within the top three results E-Commerce They purchase a book from Amazon.com, post a review for another they have already read, and add a related product identified by Amazon to their shopping cart Personalization Members customize their Yahoo! home page to include just the information they want to see every day and then expect your association to provide the same

Your members visit other sites on the Web; they develop expectations for the level of service and ease of use for all Web sites.

Search

They search Google with a two-word phrase, and it returns the right page within the top three results

E-Commerce

They purchase a book from Amazon.com, post a review for another they have already read, and add a related product identified by Amazon to their shopping cart

Personalization

Members customize their Yahoo! home page to include just the information they want to see every day and then expect your association to provide the same

Issues Facing Associations Increased competition For profit entities are all creeping into the traditional areas served and held by nonprofits Increase demand in face of demographic and economic changes The demand for services and the changing demographics (boomers, new generation of leadership) Fiscal Stress Decreasing public resources and downward spiral of the economy is applying increasing pressure on nonprofits to do EVEN MORE with less Loss of Legitimacy No longer enough for nonprofit community members to say that they do good. Stakeholders of all types (government, foundations, corporations, general public) are questioning nonprofit work

Increased competition

For profit entities are all creeping into the traditional areas served and held by nonprofits

Increase demand in face of demographic and economic changes

The demand for services and the changing demographics (boomers, new generation of leadership)

Fiscal Stress

Decreasing public resources and downward spiral of the economy is applying increasing pressure on nonprofits to do EVEN MORE with less

Loss of Legitimacy

No longer enough for nonprofit community members to say that they do good. Stakeholders of all types (government, foundations, corporations, general public) are questioning nonprofit work

Agenda Highlights What is Web 2.0? Network Effect Architecture of Participation Folksonomy The Long Tail Social Media Landscape Blogs - Blogger Microblogs - Twitter Social Networking - Facebook Photo Sharing – Flickr Video Sharing – YouTube Social Bookmarking – Del.icio.us Social Relevancy – Digg Collaborative Filtering - Amazon Search-based Feeds - Technorati Personalization - iGoogle Social Listening Case Studies Direct 2 Dell Zappos.com Barack Obama Association 2.0 Demo

What is Web 2.0?

Network Effect

Architecture of Participation

Folksonomy

The Long Tail

Social Media Landscape

Blogs - Blogger

Microblogs - Twitter

Social Networking - Facebook

Photo Sharing – Flickr

Video Sharing – YouTube

Social Bookmarking – Del.icio.us

Social Relevancy – Digg

Collaborative Filtering - Amazon

Search-based Feeds - Technorati

Personalization - iGoogle

Social Listening

Case Studies

Direct 2 Dell

Zappos.com

Barack Obama

Association 2.0 Demo

What is Web 2.0? Network Effect Architecture of Participation Folksonomy The Long Tail 06/06/09

Network Effect

Architecture of Participation

Folksonomy

The Long Tail

Network Effect Metcalfe’s Law Each additional user increases the value of a network “ Critical Mass” is reached when value derived from service is greater than the price Bandwagon Effect Positive Feedback Loop

Metcalfe’s Law

Each additional user increases the value of a network

“ Critical Mass” is reached when value derived from service is greater than the price

Bandwagon Effect

Positive Feedback Loop

Architecture of Participation Most social media sites rely on user-generated content According to Metcalfe’s Law, the value of the system grows exponentially Some systems never reach critical mass Users are publishers, consumers, and organizers of content

Most social media sites rely on user-generated content

According to Metcalfe’s Law, the value of the system grows exponentially

Some systems never reach critical mass

Users are publishers, consumers, and organizers of content

Folksonomy Freely chosen keywords Collaborative tagging Pivot-Browsing Tag Clouds

Freely chosen keywords

Collaborative tagging

Pivot-Browsing

Tag Clouds

The Long Tail Niche markets are highly effective in a web-based economy Companies should focus on smaller, more targeted audience Represents a shift of power to the consumer Long Tail as a whole controls the market

Niche markets are highly effective in a web-based economy

Companies should focus on smaller, more targeted audience

Represents a shift of power to the consumer

Long Tail as a whole controls the market

Blogs As of April 2008, 78% of internet users read blogs, up from 66% 40+ million active blogs on the Internet Bloggers are becoming mainstream news sources Huffington Post had 4.5 Million unique visitors in September 2008 Inside the blogosphere, the corporation becomes transparent Blogs represent a shift of power from the corporation to the consumer

As of April 2008, 78% of internet users read blogs, up from 66%

40+ million active blogs on the Internet

Bloggers are becoming mainstream news sources

Huffington Post had 4.5 Million unique visitors in September 2008

Inside the blogosphere, the corporation becomes transparent

Blogs represent a shift of power from the corporation to the consumer

Microblog: Twitter 1+ million users Total Active Users: 200,000 per week Total Twitter Messages: 3 million/day Other Uses of Twitter: Live Discussion Reinforce your brand Promote Content Speed linking Content Syndication

1+ million users

Total Active Users: 200,000 per week

Total Twitter Messages: 3 million/day

Other Uses of Twitter:

Live Discussion

Reinforce your brand

Promote Content

Speed linking

Content Syndication

Social Network: Facebook 120+ Million Users Alexa Rank #5 Facebook Groups Barack Obama 3,202,020 Members National Rifle Association 25,118 Members People Who Always Have To Spell Their Names For Other People 402,313 Members Facebook Applications American Cancer Society 3,000 Active Users Pink Ribbon 308,602 Active Users Top Friends 16,597,324 Active Users Photo Sharing

120+ Million Users

Alexa Rank #5

Facebook Groups

Barack Obama 3,202,020 Members

National Rifle Association 25,118 Members

People Who Always Have To Spell Their Names For Other People 402,313 Members

Facebook Applications

American Cancer Society 3,000 Active Users

Pink Ribbon 308,602 Active Users

Top Friends 16,597,324 Active Users

Photo Sharing

Photo Sharing: Flickr Currently hosting 3+ Billion images Alexa Rank #30 Access photo streams via RSS/Atom Extend functionality via robust API

Currently hosting 3+ Billion images

Alexa Rank #30

Access photo streams via RSS/Atom

Extend functionality via robust API

Video Sharing: YouTube YouTube is a video sharing website where users can upload, view and share video clips. Serving 100+ million video clips every day Benefits of YouTube Marketing: Rising through the ranks Spare your corporate site the bandwidth drain that comes with streaming video. Create your own customer and channel base

YouTube is a video sharing website where users can upload, view and share video clips.

Serving 100+ million video clips every day

Benefits of YouTube Marketing:

Rising through the ranks

Spare your corporate site the bandwidth drain that comes with streaming video.

Create your own customer and channel base

Social Bookmarking: Del.icio.us Del.icio.us allows users to submit, tag, save and share website and blog content Folksonomy-based tagging 5+ million users 150+ million URLs bookmarked

Del.icio.us allows users to submit, tag, save and share website and blog content

Folksonomy-based tagging

5+ million users

150+ million URLs bookmarked

Social Relevancy: Digg Digg is a website made for people to discover and share content from anywhere on the Internet, by submitting links and stories, and voting and commenting on submitted links and stories. 2+ million users Alexa Rank #293

Digg is a website made for people to discover and share content from anywhere on the Internet, by submitting links and stories, and voting and commenting on submitted links and stories.

2+ million users

Alexa Rank #293

Collaborative Filtering: Amazon.com 91% of US adults regularly or occasionally seek advice about products or services. Review users noted that reviews generated by fellow consumers had a greater influence than those generated by professionals. Online social network users were three times more likely to trust their peers’ opinions over advertising when making purchase decisions.

91% of US adults regularly or occasionally seek advice about products or services.

Review users noted that reviews generated by fellow consumers had a greater influence than those generated by professionals.

Online social network users were three times more likely to trust their peers’ opinions over advertising when making purchase decisions.

Syndication: RSS and Atom RSS/Atom are web feed formats used to publish frequently updated works – such as blog entries, news, articles, headlines, audio, and video – in a standardized format Syndication Benefits Feed automatically receive updates Subscriptions are free RSS content is easily repurposed Everything is RSS-Based

RSS/Atom are web feed formats used to publish frequently updated works – such as blog entries, news, articles, headlines, audio, and video – in a standardized format

Syndication Benefits

Feed automatically receive updates

Subscriptions are free

RSS content is easily repurposed

Everything is RSS-Based

Search-Based Feeds: Technorati Search Engine For Blogs World “Live” Web Over 175,000 new blogs every day 1.6 million posts per day

Search Engine For Blogs

World “Live” Web

Over 175,000 new blogs every day

1.6 million posts per day

Personalized Content: iGoogle Customized Google homepage Allow users to add RSS Feed widgets Centralized location for news User-Created Widgets

Customized Google homepage

Allow users to add RSS Feed widgets

Centralized location for news

User-Created Widgets

Social Listening Social Listening helps you comprehensively understand social media conversations. Where to Listen: Technorati Google Blog Search Twitter Google Alerts Apps and Special Systems: Visible Technologies Radian 6, DNA 13, & Spiral 16

Social Listening helps you comprehensively understand social media conversations.

Where to Listen:

Technorati

Google Blog Search

Twitter

Google Alerts

Apps and Special Systems:

Visible Technologies

Radian 6, DNA 13, & Spiral 16

Case Study: Dell Jeff Jarvis blogs negatively about Dell, coins phrase “Dell Hell” Within 2 days, comments publicized by New York Times and Business Week Dell responds by creating Direct 2 Dell

Jeff Jarvis blogs negatively about Dell, coins phrase “Dell Hell”

Within 2 days, comments publicized by New York Times and Business Week

Dell responds by creating Direct 2 Dell

Case Study: Project Dogfood Used collaboration platform to enable discussion within community Used social listening tools to find discussions already taking place Built a more effective event through direct collaboration with their audience.

Used collaboration platform to enable discussion within community

Used social listening tools to find discussions already taking place

Built a more effective event through direct collaboration with their audience.

Case Study: Zappos.com CEO Tony Hsieh is the company’s most active and followed Twitter user. 21,000+ Followers Just in the last few days, he has used his account to: Share some details about what he’s up to personally and professionally. Provide some behind the scenes info regarding what its like to work at Zappos.com. Launch a Twitter contest asking people to help them rewrite their confirmation emails. Incubate an idea for polling customers on Twitter.

CEO Tony Hsieh is the company’s most active and followed Twitter user.

21,000+ Followers

Just in the last few days, he has used his account to:

Share some details about what he’s up to personally and professionally.

Provide some behind the scenes info regarding what its like to work at Zappos.com.

Launch a Twitter contest asking people to help them rewrite their confirmation emails.

Incubate an idea for polling customers on Twitter.

Case Study: Barack Obama Facebook 3.2 Million Supporters John McCain - 600,000 supporters Twitter 140,000 followers 263 updates YouTube 145,000 subscribers 20+ million views My.BarackObama.com Created a social network centered around his homepage

Facebook

3.2 Million Supporters

John McCain - 600,000 supporters

Twitter

140,000 followers

263 updates

YouTube

145,000 subscribers

20+ million views

My.BarackObama.com

Created a social network centered around his homepage

Social Media is not about incremental technology, it is a fundamental change in the way you reach your audience.

Social Media is not about incremental technology, it is a fundamental change in the way you reach your audience.

Today’s Takeaways Determine your business goals Know your audience Identify the quick wins Define a long term strategy, and stick with it Use analytics tools to measure success Align with the right partners

Determine your business goals

Know your audience

Identify the quick wins

Define a long term strategy, and stick with it

Use analytics tools to measure success

Align with the right partners

Thank You Mark Boisvert Account Executive O:781-821-6651 M:617-834-7657 [email_address] 437 Turnpike St. Canton, MA 02021 www.crosstechpartners.com TJ O’Connor Principal Consultant O:781-821-6631 [email_address] 437 Turnpike St. Canton, MA 02021 www.crosstechpartners.com