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What the F**K is Social Media?

by The Espresso Group on Apr 02, 2009

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What the F**K is Social Media? — Presentation Transcript

WHAT ? THE F**K IS SOCIAL MEDIA
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
More simply put: “Social media is people having conversations online.”
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)
WHY THE F**K SHOULD I CARE?
Reason #1 SOCIAL-NETWORKING SITES ARE OFFICIALLY MORE POPULAR THAN PORN SITES. TIME, OCTOBER 13, 2007
Almost 4,000,000 articles
>100,000,000 videos (65,000 new videos/day)
200,000,000 blogs
1.5 million residents
73% of active online users have read a blog Source: Universal McCann Comparative Study on Social Media Trends April 2008
45% have started their own blog
39% subscribe to an RSS feed
57% have joined a social network
55% have uploaded photos
83% have watched video clips
“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
IT’S NOT A FAD. IT’S A FUNDAMENTAL SHIFT IN THE WAY WE COMMUNICATE.
The old communication model was a monologue.
18% Only of ( ) TV ad campaigns generate positive ROI
90% of people who can skip TV ads, do.
The average person is exposed to 3000 advertising messages/day
14% ONLY OF PEOPLE TRUST ADVERTISEMENTS.
Reason #2 78% OF PEOPLE TRUST THE RECOMMENDATIONS OF OTHER CONSUMERS. NIELSEN “TRUST IN ADVERTISING” REPORT, OCTOBER 2007
78% 14% VS. HMM….
The new communication model is a dialogue.
Which means it’s…. TRANSPARENT INCLUSIVE AUTHENTIC VIBRANT CONSUMER-DRIVEN
And it’s NOT… CONTROLLED! ORGANIZED! EXCLUSIVE! PRODUCT-DRIVEN! “ON MESSAGE”!
“Content is the new democracy and we the people, are ensuring that our voices are heard.” Brian Solis, “The Social Media Manifesto”
Reason #3 PEOPLE ARE TALKING ABOUT YOUR BRAND. RIGHT NOW.
34% post opinions about products & brands on their blog
trust bloggers’ opinions on products & services
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
Welcome to the future. SOURCE: UNIVERSAL MCCANN COMPARATIVE STUDY ON SOCIAL MEDIA TRENDS APRIL 2008
AND SPEAKING OF THE FUTURE… (a.k.a. Reason #5)
Tomorrow’s consumers are today’s “digital natives.”
By 2010, Millenials/Gen Y-ers will outnumber Baby Boomers.
They already wield $350 BILLION/ year in direct spending power.
MILLENIALS SPEND >16 HOURS/WEEK ONLINE.
96% OF THEM HAVE JOINED A SOCIAL NETWORK.
They have an average of 53 online friends.
AND THEY DON’T CARE ABOUT YOUR AD. THEY CARE WHAT THEIR FRIENDS THINK.
Translation: THE TRAIN IS LEAVING THE STATION. WITH OR WITHOUT YOU.
F**K!
HOW DO I GET ON THE TRAIN ?
EASY. JUST F**KING GET ON.
“It’s about conversations, and the best communicators start as the best listeners.” Brian Solis, Social Media Manifesto
A. Listen.
Immerse yourself in the conversations. (any or all of the above are a good place to start!)
Messages are not conversations.
B. Participate.
Share some s t u f f . Hint:
IT’S A DIALOGUE, NOT A MONOLOGUE. Me, too! And isn’t the bartender just I absolutely ADORE the dreamy? food at that restaurant!
C. Relinquish control.
REPEAT AFTER ME: “THE GOAL IS NOT TO CONTROL THE CONVERSATION.”
THE GOAL IS TO: ENABLE INSPIRE INFLUENCE &…
D. Engage!
http://www.talktorunningman.com  GIVE CONSUMERS AN  OPPORTUNITY TO FEEL  OWNERSHIP OF THE BRAND —AND EMBRACE IT IN  THEIR OWN CREATIVE WAY.  
http://www.mystarbucksidea.com
http://www.nikeplus.com
CREATE OPPORTUNITIES FOR PEOPLE TO FEEL OWNERSHIP OF THE BRAND.
GIVE THEM SOMETHING TO TALK ABOUT.
“When I'm good, I'm very good, but when I'm bad, I'm better.”
MAKE ‘EM LOVE YOU OR HATE YOU! ( JUST DON’T LEAVE THEM INDIFFERENT.)
AND FINALLY, A WORD OF WARNING:
DON’T F**K WITH PEOPLE.
“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
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
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
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).
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
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!)