What the F**K is Social Media?

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What the F**K is Social Media?

  1. 1. WHAT ? THE F**K IS SOCIAL MEDIA
  2. 2. SOCIAL MEDIA IS AN UMBRELLA TERM THAT DEFINES THE VARIOUS ACTIVITIES THAT INTEGRATE TECHNOLOGY, SOCIAL INTERACTION, AND THE CONSTRUCTION OF WORDS, PICTURES, VIDEOS AND AUDIO. http://www.wikipedia.org
  3. 3. More simply put: “Social media is people having conversations online.”
  4. 4. The conversations are powered by… •  Blogs •  Micro Blogs •  Online Chat •  RSS •  Widgets •  Social Networks •  Social Bookmarks •  Message Boards •  Podcasts • Video Sharing Sites •  Photo Sharing Sites • Virtual Worlds •  Wikis (…just to name a few)
  5. 5. WHY THE F**K SHOULD I CARE?
  6. 6. Reason #1 SOCIAL-NETWORKING SITES ARE OFFICIALLY MORE POPULAR THAN PORN SITES. TIME, OCTOBER 13, 2007
  7. 7. Almost 4,000,000 articles
  8. 8. 100,000,000 videos (65,000 new videos/day)
  9. 9. 200,000,000 blogs
  10. 10. 1.5 million residents
  11. 11. 73% of active online users have read a blog Source: Universal McCann Comparative Study on Social Media Trends April 2008
  12. 12. 45% have started their own blog
  13. 13. 39% subscribe to an RSS feed
  14. 14. 57% have joined a social network
  15. 15. 55% have uploaded photos
  16. 16. 83% have watched video clips
  17. 17. “IN 2008, IF YOU’RE NOT ON A SOCIAL NETWORKING SITE, YOU’RE NOT ON THE INTERNET.” IAB PLATFORM STATUS REPORT: USER GENERATED CONTENT, SOCIAL MEDIA, AND ADVERTISING - AN OVERVIEW, APRIL 2008
  18. 18. IT’S NOT A FAD. IT’S A FUNDAMENTAL SHIFT IN THE WAY WE COMMUNICATE.
  19. 19. The old communication model was a monologue.
  20. 20. 18% Only of ( ) TV ad campaigns generate positive ROI
  21. 21. 90% of people who can skip TV ads, do.
  22. 22. The average person is exposed to 3000 advertising messages/day
  23. 23. 14% ONLY OF PEOPLE TRUST ADVERTISEMENTS.
  24. 24. Reason #2 78% OF PEOPLE TRUST THE RECOMMENDATIONS OF OTHER CONSUMERS. NIELSEN “TRUST IN ADVERTISING” REPORT, OCTOBER 2007
  25. 25. 78% 14% VS. HMM….
  26. 26. The new communication model is a dialogue.
  27. 27. Which means it’s…. TRANSPARENT INCLUSIVE AUTHENTIC VIBRANT CONSUMER-DRIVEN
  28. 28. And it’s NOT… CONTROLLED! ORGANIZED! EXCLUSIVE! PRODUCT-DRIVEN! “ON MESSAGE”!
  29. 29. “Content is the new democracy and we the people, are ensuring that our voices are heard.” Brian Solis, “The Social Media Manifesto”
  30. 30. Reason #3 PEOPLE ARE TALKING ABOUT YOUR BRAND. RIGHT NOW.
  31. 31. 34% post opinions about products brands on their blog
  32. 32. trust bloggers’ opinions on products services
  33. 33. Reason #4 SOCIAL MEDIA “IS ONLY GOING TO BECOME MORE PERVASIVE AND AS SUCH, BECOME A CRITICAL FACTOR IN THE SUCCESS OR FAILURE OF ANY BUSINESS.” BRIAN SOLIS, SOCIAL MEDIA MANIFESTO, AUGUST 21, 2007
  34. 34. Welcome to the future. SOURCE: UNIVERSAL MCCANN COMPARATIVE STUDY ON SOCIAL MEDIA TRENDS APRIL 2008
  35. 35. AND SPEAKING OF THE FUTURE… (a.k.a. Reason #5)
  36. 36. Tomorrow’s consumers are today’s “digital natives.”
  37. 37. By 2010, Millenials/Gen Y-ers will outnumber Baby Boomers.
  38. 38. They already wield $350 BILLION/ year in direct spending power.
  39. 39. MILLENIALS SPEND 16 HOURS/WEEK ONLINE.
  40. 40. 96% OF THEM HAVE JOINED A SOCIAL NETWORK.
  41. 41. They have an average of 53 online friends.
  42. 42. AND THEY DON’T CARE ABOUT YOUR AD. THEY CARE WHAT THEIR FRIENDS THINK.
  43. 43. Translation: THE TRAIN IS LEAVING THE STATION. WITH OR WITHOUT YOU.
  44. 44. F**K!
  45. 45. HOW DO I GET ON THE TRAIN ?
  46. 46. EASY. JUST F**KING GET ON.
  47. 47. “It’s about conversations, and the best communicators start as the best listeners.” Brian Solis, Social Media Manifesto
  48. 48. A. Listen.
  49. 49. Immerse yourself in the conversations. (any or all of the above are a good place to start!)
  50. 50. Messages are not conversations.
  51. 51. B. Participate.
  52. 52. Share some s t u f f . Hint:
  53. 53. IT’S A DIALOGUE, NOT A MONOLOGUE. Me, too! And isn’t the bartender just I absolutely ADORE the dreamy? food at that restaurant!
  54. 54. C. Relinquish control.
  55. 55. REPEAT AFTER ME: “THE GOAL IS NOT TO CONTROL THE CONVERSATION.”
  56. 56. THE GOAL IS TO: ENABLE INSPIRE INFLUENCE …
  57. 57. D. Engage!
  58. 58. http://www.talktorunningman.com 
GIVE
CONSUMERS
AN
 OPPORTUNITY
TO
FEEL
 OWNERSHIP
OF
THE
BRAND —AND
EMBRACE
IT
IN
 THEIR
OWN
CREATIVE
WAY.


  59. 59. http://www.mystarbucksidea.com
  60. 60. http://www.nikeplus.com
  61. 61. CREATE OPPORTUNITIES FOR PEOPLE TO FEEL OWNERSHIP OF THE BRAND.
  62. 62. GIVE THEM SOMETHING TO TALK ABOUT.
  63. 63. “When I'm good, I'm very good, but when I'm bad, I'm better.”
  64. 64. MAKE ‘EM LOVE YOU OR HATE YOU! ( JUST DON’T LEAVE THEM INDIFFERENT.)
  65. 65. AND FINALLY, A WORD OF WARNING:
  66. 66. DON’T F**K WITH PEOPLE.
  67. 67. “Any blog that spins the truth will be found out. In a world of social media honesty is the only policy.” OPEN HONEST AUTHENTIC DIALOGUE
  68. 68. F ** K MARTA KAGAN SOCIAL MEDIA EVANGELIST + DIGITAL MARKETING PRO http://martazkagan.com http://BonafideMarketingGenius.com http://twitter.com/mzkagan marta@brandinfiltration.com Y O U V ER Y M UC H
  69. 69. Image Credits All images courtesy of istockphoto.com except: Screen capture of Screen capture of http://www.TalkToRunningMan.com http://www.nikeplus.com Screen capture of http://www.mystarbucksidea.com Screen capture of “The Breakup” http://youtube.com/watch?v=D3qltEtl7H8 Mae West 1933 quot;I'm No Angelquot; Image courtesy MPTV.net
  70. 70. Image Credits All of the following social media platforms were referenced in this presentation; logos were grabbed from the homepages of each (in most cases, adding a “.com” to the end of the platform name will get you there).
  71. 71. Data Credits FACEBOOK: MORE POPULAR THAN PORN Time, October 13, 2007 http://www.time.com/time/business/article/0,8599,1678586,00.html?xid=newsletter-weekly IAB PLATFORM STATUS REPORT: USER GENERATED CONTENT, SOCIAL MEDIA, AND ADVERTISING - AN OVERVIEW, APRIL 2008 http://www.iab.net/media/file/2008_ugc_platform.pdf BRANDING 2.0 SOCIAL MEDIA, SAMPAD SWAIN http://managementchords.blogspot.com NIELSEN “TRUST IN ADVERTISING” REPORT, OCTOBER 2007 http://www2.acnielsen.com/reports/documents/TrustinAdvertisingOct07.pdf SOCIAL MEDIA MANIFESTO, BRIAN SOLIS http://www.briansolis.com/2007/06/future-of-communications-manifesto-for.html http://www.scribd.com/doc/258055/Social-Media-Manifesto-by-Brian-Solis CONSUMER 2.0 FIVE RULES TO ENGAGING A NEW BREED OF CONSUMER BY MR. YOUTH AND REPNATION MEDIA, APRIL 2008 http://www.scribd.com/doc/2898474/Consumer-20 UNIVERSAL MCCANN COMPARATIVE STUDY ON SOCIAL MEDIA TRENDS APRIL 2008 http://www.universalmccann.com/Assets/2413%20-%20Wave%203%20complete%20document%20AW %203_20080418124523.pdf
  72. 72. Connect with me (please!) Marta Z. Kagan Managing Director, US | Espresso http://www.brandinfiltration.com Social Media Evangelist + Digital Marketing Pro Mobile: 617.771.8362 Email: mzkagan99@gmail.com or marta@brandinfiltration.com AIM: martazk Twitter: http://twitter.com/mzkagan Facebook: http://www.facebook.com/people/Marta_Kagan/756555158 LinkedIn: http://www.linkedin.com/in/martakagan My blog: http://bonafidemarketinggenius.com/ My social media resume: http://martazkagan.com/ © 2008, Marta Z. Kagan All rights reserved. (But happy to share – just ask!)

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