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 \"I'm No Angel\"
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!)