Millennials, Metrics and New Media

Millennials, Metrics & New Media 5 Things You Need to Know Presented by: John Della Volpe SocialSphere, Inc. & Harvard Institute of Politics April 12, 2010 Session ID 2002

Agenda 1. Millennials are a Big Deal 2. What Millennials Are Thinking Today 3. “The Facebook” and Social Media 4. Mapping Your SocialSphere 5. What’s Changed in the Last 18 Months Session ID 2002 2

Millennials are a Big Deal!

Big Deal! Millennials are the largest generation in human history. That makes them the largest market in human history. Millennials, true digital natives, live in a sea of technology and “new media.” This is a global phenomenon that has already changed the world. Markets have no borders. Time and distance shrink every year. http://www.etforecasts.com/products/ES_intusersv2.htm#list http://www.flickr.com/photos/chrisjohnbeckett/453104577/ Session ID 2002 4

Big Deal! This generation has trust issues -- especially with traditional media and old institutions -- and they are not afraid to let you know it. These “issues,” along with their tech literacy, have migrated across generational lines. One year ago, Nielsen Online reported that Internet users worldwide were more than 4x as likely to completely trust a recommendation from a friend (34%), than a TV ad (8%) or an opt-in email (7%). Session ID 2002 5

Connecting Online Was Not a Fluke, Millennials’ Brains Are Wired Differently …and then came … Session ID 2002 6

If Not for Millennials, We’d Have First Female President Millennial Vote in Iowa: 57% Millennial Vote in Iowa: 11% Session ID 2002 7

What Millennials are Thinking TODAY

Key Findings from Latest Harvard IOP Survey • Politics & Government — President Obama’s Job Performance Stable — Republicans Eying Midterms — U.S. Military Most Trusted Institution Surveyed • Economy — Economic Anxiety is Palpable — Majority Concerned About Keeping Head Above Water — Half of Students Concerned About Staying in College • Service — Millennials Remain Committed to Community Service Session ID 2002 9

Majority Concerned About Keeping Head Above Water Given the current economy, how concerned are you with the following? -- % who say “Very/Somewhat” concerned -- Session ID 2002 10

“The Facebook” & Social Media

Most Populous “Nations” Population: Leader: 1,333,050,000 Wen Jiabao Population: Leader: 1,169,130,000 Manmohan Singh Population: Leader: 400,000,000+ Mark Zuckerberg Population: Leader: 300,000,000+ Barack Obama Session ID 2002 12

Countries Where Facebook Is #1 Indonesia Malaysia Pop: 229,965,000 Pop: 28,310,000 Philippines Singapore Pop: 91,983,000 Pop: 4,987,600 http://www.alexa.com/siteinfo/facebook.com Session ID 2002 13

Countries Where Facebook Is #2 U.S.A. France U.K. Italy Canada Turkey 309,029,000 65,447,374 62,041,708 60,231,214 34,063,000 72,561,312 Australia Argentina Belgium Colombia South Africa Egypt 22,300,000 40,134,425 10,827,519 46,100,050 49,320,000 77,420,000 Venezuela Chile Sweden Switzerland Austria Bangladesh 26,814,843 17,031,873 9,340,682 7,782,900 8,356,707 162,221,000 Greece Nigeria Czech Republic Norway Spain Hong Kong 11,306,183 154,729,000 10,506,813 4,858,200 45,989,016 7,055,071 http://www.alexa.com/siteinfo/facebook.com Session ID xxxx 14

Countries Where Facebook Is #3, 4 or 5 Germany Thailand Saudi Arabia Pop: 81,757,600 Pop: 63,525,062 Pop: 28,686,633 Facebook is in Taiwan India the “Top 5” for Pop: 23,119,772 Pop: 1,179,322,000 49% of the world’s Internet population. Pakistan Mexico Pop: 169,189,000 Pop: 111,211,789 http://www.alexa.com/siteinfo/facebook.com Session ID 2002 15

Unique U.S. Visitors: Catching Up to Google Session ID 2002 16

In U.S., Facebook Is Mainstream, Twitter Skews Younger Facebook Twitter US Internet 18-24 17% 21% 16% 25-34 22% 26% 21% 35-44 22% 23% 23% 45-54 19% 18% 19% 55-64 13% 9% 12% 65+ 7% 4% 9% http://compete.com/ Session ID 2002 17

Mapping Your SocialSphere

Key ORBIT™ Map: September 2008 Onsite Engagement: The shape of the line around each sphere shows the site’s Blogs/Communities Industry News Onsite Engagement. Solid lines mean high engagement, dotted lines medium, and no line mean low. College Toolkit Reach: - The size of each sphere shows the site’s Reach, or audience College size. The larger the sphere, the College Prowler higher the reach. Board College + - Confiden US News Bias: Princeton The “+” and “-” symbols in each tial & World Review Zinch + site’s sphere symbolize bias, or Report + The U + sentiment. A “+” means a site has + College + a positive bias, a “-” means a site Appli- has a negative bias, a “+/-” mean a site’s bias is neutral. cant Influence: New York The opacity of each sphere Times symbolizes its influence. The darker and more opaque a - sphere is, the greater its influence is on the web. YouTube Facebook +/- + Washington Topical Frequency: Post The proximity of each sphere to +/- Boston the center symbolizes how Flickr frequently it publishes on-topic +/- Globe content. The closer to the center, - the higher the topical frequency. Social Frameworks General News http://socialsphere.com/ Session ID 2002 19

Key ORBIT™ Map: March 2010 Onsite Engagement: The shape of the line around each sphere shows the site’s Blogs/Communities Industry News Onsite Engagement. Solid lines mean high engagement, dotted lines medium, and no line mean My low. College College Options Toolkit Reach: College The size of each sphere shows the site’s Reach, or audience Bound size. The larger the sphere, the College College Prowler higher the reach. College Board Confiden- tial Bias: Zinch US News Princeton The “+” and “-” symbols in each Review site’s sphere symbolize bias, or & World sentiment. A “+” means a site has The U College Report a positive bias, a “-” means a site Appli- has a negative bias, a “+/-” mean a site’s bias is neutral. cant Influence: YouTube The opacity of each sphere Facebook New York symbolizes its influence. The Times darker and more opaque a sphere is, the greater its influence is on the web. Topical Frequency: The proximity of each sphere to Washington the center symbolizes how Flickr Post Boston frequently it publishes on-topic Globe content. The closer to the center, the higher the topical frequency. Social Frameworks General News http://socialsphere.com/ Session ID 2002 20

Where the Action Is: What’s Changed in Last 18 Months

Traffic from “Social” Ranking Sites Up Significantly Session ID 2002 22

“Mainstream” Sites Trying to Catch Up Mainstream college admissions focused sites, such as the US News and World Report have adopted some social and rich media features that have made the sites more engaging than in the past, such as: • ideo V • rofiles P • logs B • ools T http://www.usnews.com/education/best-colleges/features/student-center Session ID 2002 23

Video is becoming increasingly important and kinda funny http://www.youtube.com/watch?v=CNPXUWsMdIo Session ID 2002 24

Good Facebook Presences Becoming SOP Session ID 2002 25

Lots of Innovation: RIT Future Student Video Contest Session ID 2002 26

Lots of Innovation: Yale Video Collaboration with Students & Admissions Session ID 2002 27

Lots of Innovation: Cal Arts Very Candid Blogging Session ID 2002 28

We Need to See More Effort Connecting Parents

DEMO Session ID 2002 30

Thank You! John Della Volpe john@socialsphere.com Facebook.com/SocialSphere Twitter.com/socialsphere Twitter.com/dellavolpe Please complete the online class evaluation form Session 2002 SunGard, the SunGard logo, the Open Digital Campus, Banner, Luminis, and PowerCAMPUS are trademarks or registered trademarks of SunGard Data Systems Inc. or its subsidiaries in the U.S. and other countries. © 2009 SunGard. All rights reserved. © 2010 SunGard. All rights reserved. Session ID 2002 31

Millennials, Metrics and New Media

by John Della Volpe on Apr 13, 2010

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