What the F**k is Social Media NOW?

http://brandinfiltration.com/wtf WHAT THE F**K IS SOCIAL MEDIA NOW?

FOR THE PAST TWO YEARS, WE’VE DONE OUR BEST TO ANSWER ONE SIMPLE QUESTION... 2

WHAT THE F**K IS SOCIAL MEDIA? 3 3

OUR PROLIFIC USE OF ASTERISKS WAS AIMED AT DRIVING HOME THREE CRUCIAL POINTS... 4

#1. SOCIAL MEDIA IS F**KING HUGE. 5

If Facebook were a country, it would be the third most populated in the world, ahead of the United States. 6

If Facebook were a country, it would be the third most populated in the world, ahead of the United States. Only China & India are more populated. 6

500 BILLION. The number of minutes spent on Facebook per month. 7

500 BILLION. The number of minutes spent on Facebook per month. LAST YEAR, THAT NUMBER WAS A MEASLY 150 BILLION. 7

The amount of content 25 BILLION. (web links, news stories, blog posts, notes, photos, etc.) shared each month on Facebook. 8

The amount of content 25 BILLION. (web links, news stories, blog posts, notes, photos, etc.) shared each month on Facebook. THAT’S MORE THAN 6X LAST YEAR’S VOLUME. 8

500 BILLION. The number of peer influence impressions Americans generate per year via social media. 9

500 BILLION. The number of peer influence impressions Americans generate per year via social media. 62% of those impressions come from Facebook. 9

24 HOURS. The amount of video uploaded to YouTube every minute. 10

24 HOURS. The amount of video uploaded to YouTube every minute. THAT’S MORE THAN DOUBLE LAST YEAR’S VOLUME. 10

2 BILLION. The number of YouTube videos viewed per day. 11

2 BILLION. The number of YouTube videos viewed per day. THAT’S TWICE AS MANY AS LAST YEAR. 11

4 BILLION. The number of images hosted on Flickr. 12

4 BILLION. The number of images hosted on Flickr. THAT’S 13X MORE THAN THE LIBRARY OF CONGRESS. 12

ONE-THIRD. The proportion of women aged 18-34 who check Facebook when they first wake up—even before going to the bathroom. 13

NINETY-FIVE. The percentage of companies using LinkedIn to find and attract employees. 14

NINETY-FIVE. The percentage of companies using LinkedIn to find and attract employees. 59% use Facebook and 42% use Twitter. 14

1 in 6. The number of marriages last year between people who met through social media. 15

1 in 6. The number of marriages last year between people who met through social media. THAT’S MORE THAN TWICE THE NUMBER OF PEOPLE WHO MET AT BARS, CLUBS, AND OTHER SOCIAL EVENTS COMBINED. 15

27 MILLION. The average number of “tweets” per day on Twitter. 16

27 MILLION. The average number of “tweets” per day on Twitter. THAT’S 8X LAST YEAR’S VOLUME. 16

7 HOURS. The time it took for LeBron James to amass his first 150,000 Twitter followers. 17

7 HOURS. The time it took for LeBron James to amass his first 150,000 Twitter followers. It took Bill Gates 8 hours to reach 100,000. 17

#2. SOCIAL MEDIA IS F**KING AWESOME. 18

http://mostawesomestthingever.com/ 19

http://www.youtube.com/blendtec 20

http://www.ted.com 21

http://sadkeanu.tumblr.com/ 22

http://mashable.com/2010/07/06/prince-the-internet-is-over #3. SOCIAL MEDIA IS F**KING OVER. 23

WAIT. THAT’S F**KING CRAZY TALK. SOCIAL MEDIA IS * DEFINITELY NOT OVER. *Regardless of what the Artist Formerly Known as Relevant has to say about it. 24

After 23 years and hundreds of millions of dollars spent on Super Bowl ads, one of the world’s biggest brands shifted gears in 2010 by opting out of the Super Bowl and pouring 1/3 of its annual marketing budget into a cause-driven social marketing campaign called The Refresh Project. http://www.refresheverything.com/ 25

“ At the President’s urging and by his example, the entire Federal Government has bounded into the world of social-networking. Twenty-five agencies now have YouTube channels. The Library of Congress has begun posting thousands of free historical photos on Flickr. In the past week alone, about thirty agencies, including the White House have joined Facebook.” Time, May 2009 26

In 2010, Ford kicked off The Fiesta Movement, a social media campaign in which they literally handed 100 young influencers the keys to a Ford Fiesta, asking them only to engage in monthly “missions” and to document and share these missions via social media. After generating 31,000 pieces of original content, tens of millions of media impressions, and a slew of high-profile media coverage, The Fiesta Movement achieved what was once unthinkable: making 60% of the public aware of a car that hadn’t yet even debuted in the US—without spending a dime on traditional media. http://www.fiestamovement2.com/ 27

Even the U.S. military is kicking some serious social media butt: actively using Facebook, YouTube, Flickr, and Twitter to not only recruit the next generation of soldiers, but to support them in sharing their stories. http://www.goarmy.com/ 28

“ Kids are leading the world’s transition to digital media. This is in part because kids aren’t afraid of technology and in part because kids haven’t spent years getting used to anything else. So if you want a sense of where the world’s media habits are headed, it makes sense to watch what kids are doing.” Generation M2: Media in the Lives of 8- to 18-Year-Olds, Kaiser Family Foundation January 2010 29

“ Kids are leading the world’s transition to digital media. This is in part because kids aren’t afraid of technology and in part because kids haven’t spent years getting P.S. used to anything else. So if you want a sense of where the world’s media habits are headed, it makes sense to watch what kids are doing.” Generation M2: Media in the Lives of 8- to 18-Year-Olds, Kaiser Family Foundation January 2010 29

“ Kids are leading the world’s transition to digital media. This is in part because kids aren’t afraid of technology and in part because kids haven’t spent years getting P.S. used to anything else. So if you want a sense of where the world’s MO RE THAN HALF OF THE HUMAN media habits are F 30. THE AGE Oheaded, RACE IS UNDER it makes sense to watch what kids are doing.” Generation M2: Media in the Lives of 8- to 18-Year-Olds, Kaiser Family Foundation January 2010 29

“ Kids are leading the world’s transition to digital media. This is in part because kids aren’t afraid of technology and in part because kids haven’t spent years getting P.S. used to anything else. So if you want a sense of where the world’s MO RE THAN HALF OF THE HUMAN media habits are F 30. THE AGE Oheaded, RACE IS UNDER it makes sense to watch THEY’VE NEVER KNOWN LIFE what kids WITHOUT THE INTERNET. are doing.” Generation M2: Media in the Lives of 8- to 18-Year-Olds, Kaiser Family Foundation January 2010 29

“ Kids are leading the world’s transition to digital media. This is in part because kids aren’t afraid of technology and in part because kids haven’t spent years getting P.S. used to anything else. So if you want a sense of where the world’s MO RE THAN HALF OF THE HUMAN media habits are F 30. THE AGE Oheaded, RACE IS UNDER it makes sense to watch THEY’VE NEVER KNOWN LIFE what kids WITHOUT THE INTERNET. are doing.” Generation M2: Media in the Lives of 8- to 18-Year-Olds, GUESS HOW THEY FEEL Kaiser Family Foundation January 2010 ABOUT SOCIAL MEDIA? 29

WE THINK IT’S SAFE TO SAY THAT IN 2010, THE QUESTION IS NO LONGER “WHAT THE F**K IS SOCIAL MEDIA?” IT’S... 30

WHAT THE F**K IS SOCIAL MEDIA NOW? 31

“ Social media is the ongoing conversation of the planet. It is the source of news, it is the connector to the giant multi-celled organism called planet Earth. As time goes on, social media is my home on the internet. It is my home page, the place where I spend the most time. It is where I do business. It is where I hang out with friends. It’s where I find out about new movies, television and other products. It is my diary. Looking back on my wall, I have a history that is far richer than any diary or journal.” Kurt Sonderegger, VP Marketing, Ploom, http://www.ploom.com 32

“ Social media is the vehicle by which men have finally decided it’s cool—and valuable—to open up, share, make friends and have conversations. (Women have know this for eons.)” Diane Hessan, CEO, Communispace http://Communispace.com 33

“ Social media is the mainstream. The average Facebook user age continues to rise. It’s not just for kids anymore. It moves the media mouthpiece and content distribution into the hands of the public.” Emily White, Co-Founder, Whitesmith Entertainment http://whitesmithent.com 34

“ Social media is like water. On its own, water does some cool things, but when combined with other compounds it enabled the evolution of all forms of life. Social media on its own is nice, but when combined with other tools, it is enabling everything to evolve, from communications to business to politics to marketing.” Mike Volpe, VP Marketing, HubSpot, http://www.hubspot.com 35

“ Social media is the best way to reach your most influential customers, and the only way to reach your most cynical ones.” Michael Troiano Principal Holland-Mark http://troiano.me 36

“ Social media is the crack cocaine of the Internet. We want it, we need it, and we go into withdrawal when we don't get enough of it.” David Armano, SVP Edelman Digital, http://darmano.typepad.com , 37

“ Social media is everything and nothing. Nothing because social media has become like air to the people who use its various forms regularly. It's not "social media" - it's simply letting my friends know what I'm doing/thinking/wishing/ etc. through a digital means. Everything because as more people are armed with web- enabled smartphones, there's nothing that can't quickly be shared with a broad group of people. Governments and big businesses have CCTV; the people have camera phones.” Paul Isakson, Co-Founder, Thinkers & Makers Http://paulisakson.typepad.com 38

“ Social media... is a way of thinking... It’s not about sales, or ads, or click- through rates. It’s about pursuing relationships and fostering communities of consumers. It’s about rethinking how you make plans when your customers are in the center and in control. Paul Adams Senior User Experience Researcher Google http://thinkoutsidein.com/blog 39

“ Social media is the same today as it was yesterday. It’s just now reached such a critical mass, it’s too hard to ignore. You don’t want to be ‘that guy’ or ‘that brand’ who refuses to adapt to change and loses touch with reality.” Julia Roy Senior Manager, New Media Coach, Inc. http://juliaroy.com 40

“ Now social media IS media. And like all media it is at risk of getting corrupted, polluted, overly commercial, politicized and too powerful. It is up to all of us to prevent that from happening.” Shiv Singh, Director Digital Engagement & Social Media PepsiCo. http://goingsocialnow.com 41

SOCIAL MEDIA IS DRAMATICALLY LEVELING THE PLAYING FIELD & CONNECTING US LIKE NEVER BE-F**KING-FORE. 42

“ Nestle Caves to Activist Pressure on Palm Oil After a two month campaign against Nestle for its use of palm oil linked to rainforest destruction spearheaded by Greenpeace, the food giant has given in to activists' demands. The Swiss- based company announced today in Malaysia that it will partner with the Forest Trust, an international non- profit organization, to rid its supply chain of any sources involved in the destruction of rainforests.” Mongabay.com, May 17, 2010 43

“ After the election in Iran, cries of protest from supporters of opposition candidate Mir-Hossein Mousavi arose in all possible media, but the loudest cries were heard in a medium that didn't even exist the last time Iran had an election.” Iran Protests: Twitter, the Medium of the Movement, Time, June 17, 2009 44 43

http://www.twitter.com/BPGlobalPR 45

BP’s official Twitter account: 16,000 followers. http://www.twitter.com/BPGlobalPR 45

BP’s official Twitter account: Satirical (anonymously-run) 16,000 followers. BP Twitter account: 180,000 followers. http://www.twitter.com/BPGlobalPR 45

“ So what is th is, FORG own e point of all thi ET YOUR BRAN it because it is l You can spen trying to d all sorts of tim manufacture pu s? The point D. You don't iterally nothing. e and money blic opinion, ately, that's up t o the public, but ultim n ow isn't t?” BP’s official Twitter iaccount: Satirical (anonymously-run) eBP an behind @BPGlo balPR ry m Twitter account: 16,000 followers. “Leroy Stick,” the anonymous m — yst 180,000 followers. http://www.twitter.com/BPGlobalPR 45

“ After the election in Iran, cries of protest from supporters of opposition candidate Mir-Hossein Mousavi arose in all possible media, but the loudest cries were heard in a medium that didn't even exist the last time Iran had an election.” Iran Protests: Twitter, the Medium of the Movement, Time, June 17, 2009 http://www.youtube.com/user/juicystar07 46

“ We're still in the process of picking ourselves up off the floor after witnessing first hand the fact that a sixteen-year-old YouTuber can deliver us three times the traffic in a couple of days that some excellent traditional media coverage “ has over five months. Juicystar07 and new media, we love you!” After the election in Iran, cries of protest —Michael Fox, CEO, Shoes of Prey, blogging about how 16yo Blair from supporters of opposition candidate (aka Juicystar07)’s video Fowler promoting their design-your-own- Mir-Hossein Mousavi arose in all possible website became the #1 most shoes media, but the loudest cries were heard worldwideand YouTube.viewed commented on video on #5 most in a medium that didn't even exist the http://www.youtube.com/user/juicystar07 last time Iran had an election.” Iran Protests: Twitter, the Medium of the Movement, Time, June 17, 2009 46

“ Never has so much money been raised for relief so soon after a disaster. This is a watershed moment. It’s historic.”” —Albe Angel, Founder and CEO of Give On the Go, in response to the outpouring of aid that occurred via mobile and social media channels immediately following the 7.2 magnitude earthquake that devastated Port Au Prince, Haiti. Just two days after the earthquake, the American Red Cross had raised over $5 million from over 500,000 mobile phone users. http://hope140.org/haiti/ 47

“ Concurrently watching TV and tweeting is like being an armchair referee surrounded by a fire hydrant of intoxicatingly emotional, uncensored textual grunts. It... screams the word “global” louder than the U.N.” —Pete Blackshaw, EVP of Neilsen Online Digital Strategic Services in a recent Advertising Age article titled “The World Cup of Social Media.” 48

IN FACT, SOCIAL MEDIA IS REDEFINING VIRTUALLY F**KING EVERYTHING, INCLUDING (BUT NOT LIMITED TO)... 49

HOW WE WORK. 50

HOW WE PLAY. 51

HOW WE LEARN. 52

HOW WE SHARE. 53

HOW WE DISCOVER. 54

HOW WE CREATE. 55

HOW WE COMPLAIN. 56

HOW WE CELEBRATE. 57

HOW WE MOURN. 58

HOW WE APPLAUD. 59

HOW WE INFLUENCE. 60

HOW WE COLLABORATE. 61

HOW WE INVESTIGATE. 62

HOW WE EVALUATE. 63

AND EVEN HOW WE... 64

ALLSOCIAL MEDIA. IS NOW MEDIA YET THE BASIC RULES REMAIN THE SAME. 66

RULE #1: LISTEN 67

RULE #2: ENGAGE 68

RULE #3: BE REAL. 69

RULE #4: BE RESPECTFUL. 70

RULE #5: HAVE FUN. 71

IF YOU HAVEN’T GOTTEN ON THE TRAIN YET, DON’T WORRY. YOU WILL. PRETTY SOON, YOU’LL HAVE TO. 72

“ Media is the connective tissue of society. Media is how you know when and where your friend's birthday party is. Media is how you know what's happening in Tehran, who's in charge in Tegucigalpa, or the price of tea in China. Media is how you know why Kierkegaard disagreed with Hegel. Media is how you know about anything more than ten yards away. All these things used to be separated into public media (like visual or print communications made by a small group of professionals) and personal media (like letters and phone calls made by ordinary citizens). Now those two modes have fused. Clay Shirky, Cognitive Surplus, 2010 73

ANYWAY, THAT’S PRETTY MUCH ALL WE HAVE TO SAY * ABOUT SOCIAL MEDIA. *For now. 74

BUT WE’D REALLY LOVE TO HEAR WHAT YOU * HAVE TO SAY ABOUT IT. *Go to http://brandinfiltration.com/wtf and tell us! 75

Espresso TELL US http://brandinfiltration.com/WTF WHAT TORONTO e: jacquelyn@brandinfiltration.com YOU t: @infiltrators BOSTON THINK: e: marta@brandinfiltration.com t: @mzkagan 76

CREDITS All photos in this presentation were purchase on iStockPhoto.com except where noted below. SLIDE SOURCES SLIDE SOURCES 6-7 DATA: Facebook - http://bit.ly/12oAN 25 DATA: AdAge - http://bit.ly/cKFal6 DATA: Facebook - http://bit.ly/12oAN DATA: Time Magazine - http://bit.ly/wNHR4 8 26 IMAGE: Hillary Stein on Flickr - http://bit.ly/crV5fH IMAGE: The White House on Flickr - http://bit.ly/9YqfWt 9 DATA: Forrester Research - http://bit.ly/dsG91J 27 DATA: Business Wire - http://bit.ly/cG5zwy DATA: Business Insider - http://bit.ly/9niEVi 10 DATA: Youtube - http://bit.ly/H424X 29 DATA: U.S. Census Bureau - http://bit.ly/y7zle DATA: Youtube - http://bit.ly/H424X 11 43 QUOTE: Mongabay.com - http://bit.ly/axG7cz IMAGE: ๑ Adam on Flickr - http://bit.ly/bTPVPX QUOTE: Time Magazine - http://bit.ly/bTnqHD 12 DATA: Flickr - http://bit.ly/6FgBJ 44 IMAGE: Hamed Saber on Flickr - http://bit.ly/d8pQ5B 13 DATA: Mashable - http://bit.ly/aiTfEs 45 QUOTE: Huffington Post - http://huff.to/d0CjDm DATA: Marketwire - http://bit.ly/aqDctI 14 46 QUOTE: 22Michaels.com - http://bit.ly/9PyTt7 IMAGE: Balakov on Flickr - http://bit.ly/djoz76 15 DATA: Neatorama - http://bit.ly/aLI3sc 47 QUOTE: ABC News - http://bit.ly/6c89sQ DATA: Royal Pingdom - http://bit.ly/5zIadJ QUOTE: AdAge - http://bit.ly/ctYLlL 16 48 IMAGE: Mickipedia on Flickr - http://bit.ly/d9sAAd IMAGE: Crystian Cruz on Flickr - http://bit.ly/bei3j7 17 DATA: Mashable - http://bit.ly/9vKCaa 65 IMAGE: Durex DATA: Mashable - http://bit.ly/aDUfQ3 QUOTE: “Cognitive Surplus” by Clay Shirky 23 73 IMAGE: Rolling Stone IMAGE: Dominik Schwind on Flickr - http://bit.ly/bkEKBc 77

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What the F**k is Social Media NOW?

by The Espresso Group

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