WHAT THE F**K IS SOCIAL MEDIA?
Brand New World
August 25, 2009

“
Social media is like teen sex.
Everyone wants to do it. Nobody knows how.
When it’s finally done there is surprise it’s not better.”
Avinash Kaushik, Analytics Evangelist, Google
photo by Zellaby on flickr.com

WHY
THE
F**K
?
SHOULD
I CARE

photo by Balakov on flickr.com

LAST YEAR,
TOTAL TIME SPENT
ONLINE GREW 18%.
TOTAL TIME SPENT
ON FACEBOOK GREW
566%.

“ TECHNOLOGY IS SHIFTING THE POWER AWAY
FROM THE EDITORS, THE PUBLISHERS,
THE ESTABLISHMENT, THE MEDIA ELITE.
NOW IT’S THE PEOPLE WHO ARE IN CONTROL.”
Rupert Murdoch, Global Media Entrepreneur

100,000,000 VIDEOS WATCHED/DAY.

3,600,000,000 PHOTOS ARCHIVED ON FLICKR.COM
(THAT’S ROUGHLY 1 PHOTO FOR EVERY 2 PEOPLE ON EARTH)

3,000,000 TWEETS/DAY
1500% YR-OVER-YR GROWTH

“DIGITAL NATIVES” WILL OUTNUMBER
BABY BOOMERS BY 2010.

IT’S NOT A FAD.
IT’S A FUNDAMENTAL
SHIFT IN THE WAY
WE COMMUNICATE.

THE OLD COMMUNICATION MODEL
WAS A MONOLOGUE.

THE NEW COMMUNICATION MODEL IS
(SUPPOSED TO BE) A DIALOGUE.

SHAREABLE,
IT’S ABOUT CREATING
N CES, NOT ADS.
SHARE- WORTHY EXPERIE

BRANDS THAT EMBRACE
SOCIAL MEDIA... WIN.
photo by jmtimages (better!) on flickr.com

BRANDS THAT IGNORE SOCIAL MEDIA... SUFFER.

“
The most valuable brands in the world are experiencing a direct correlation between
top financial performance and deep social media engagement. The relationship is
apparent and significant: socially engaged companies are in fact more financially
successful.”
ENGAGEMENT DB: RANKING THE TOP 100 GLOBAL BRANDS
CO-AUTHORED BY WETPAINT & ALTIMETER
JULY 2009

BEWARE
OF
THESE
COMMON
F**K-UPS:

(NO, THANKS)

(YES, PLEASE)

HOPE IS NOT
A STRATEGY.
photo by quest for the heartstone on flickr.com

SUME SOC IAL MEDIA
DON’T AS ERYTHING.
IS THE AN SWER TO EV

photo by arlen on flickr.com
IF YOUR PRODUCT SUCKS,
SOCIAL MEDIA WON’T FIX IT.

(HOWEVER, IF YOUR CUSTOMER SERVICE SUCKS,
SOCIAL MEDIA CAN HELP.)

FINAL WORDS OF
F**KING WISDOM:

1. LISTEN
BEFORE YOU “SPEAK.”

2. BE
TRANSPARENT

3. “GIVE TO GET.”

4. DO NOT ATTEMPT
TO CONTROL
THE MESSAGE.

5. WELCOME PARTICIPATION,
FEEDBACK & CO-CREATION.

6. ALWAYS, ALWAYS,
ALWAYS
BE AUTHENTIC.

7. CREATE CONTENT WORTH SHARING
& COMMUNITIES WORTH JOINING.
PHOTO BY JCBEHM ON FLICKR.COM

photo by eye2eye on flickr.com
9. STOP THINKING “CAMPAIGNS”.
START THINKING “CONVERSATIONS.

photo by Malingering on flickr.com
HELP, IF YO U NEED IT!
10. ASK FOR

F**K Espresso
http://brandinfiltration.com
YOU BOSTON
e: marta@brandinfiltration.com
t: @mzkagan
VERY TORONTO
TORONTO
e: jacquelyn@brandinfiltration.com
t: @infiltrators
MUCH e: jacquelyn@brandinfiltration.com
t: @infiltrators
All photos in this presentation were purchased from iStockPhoto.com unless otherwise noted.