What is Social Media?

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  • 1. http://brandinfiltration.com/wtfWHATISSOCIAL MEDIANOW?
  • 2. FOR THE PAST TWO YEARS,WE’VE DONE OUR BESTTO ANSWERONE SIMPLE QUESTION... 2
  • 3. WHATISSOCIALMEDIA? 3 3
  • 4. OUR PROLIFIC USEOF CAPITAL LETTERSWAS AIMEDAT DRIVING HOMETHREE CRUCIAL POINTS... 4
  • 5. #1.SOCIAL MEDIA ISHUGE. 5
  • 6. If Facebookwere a country,it would bethe third mostpopulatedin the world,ahead of theUnited States. 6
  • 7. If Facebookwere a country,it would bethe third mostpopulatedin the world,ahead of theUnited States.Only China& India aremore populated. 6
  • 8. 500 BILLION.The number of minutes spent on Facebook per month. 7
  • 9. 500 BILLION.The number of minutes spent on Facebook per month. LAST YEAR, THAT NUMBER WAS A MEASLY 150 BILLION. 7
  • 10. The amount of content25 BILLION. (web links, news stories, blog posts, notes, photos, etc.) shared each month on Facebook. 8
  • 11. The amount of content25 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
  • 12. 250BILLION.The number of peer influenceimpressions Americansgenerate per yearvia social networks. 9
  • 13. 250BILLION.The number of peer influenceimpressions Americansgenerate per yearvia social networks.62% of those impressionscome from Facebook. 9
  • 14. 24HOURS.The amount of videouploaded to YouTubeevery minute. 10
  • 15. 24HOURS.The amount of videouploaded to YouTubeevery minute. THAT’S MORE THAN DOUBLE LAST YEAR’S VOLUME. 10
  • 16. 2 BILLION.The number of YouTube videos viewed per day. 11
  • 17. 2 BILLION.The number of YouTube videos viewed per day.THAT’S TWICEAS MANYAS LAST YEAR. 11
  • 18. 4 BILLION.The number of images hosted on Flickr. 12
  • 19. 4 BILLION.The number of images hosted on Flickr. THAT’S 13X MORE THAN THE LIBRARY OF CONGRESS. 12
  • 20. ONE-THIRD. The proportion of women aged 18-34 who check Facebook when they first wake up—even before going to the bathroom. 13
  • 21. NINETY-FIVE.The percentage of companies using LinkedInto find and attract employees. 14
  • 22. NINETY-FIVE.The percentage of companies using LinkedInto find and attract employees.59% use Facebook and 42% use Twitter. 14
  • 23. 1 in 6.The number of marriages last year betweenpeople who met through social media. 15
  • 24. 1 in 6.The number of marriages last year betweenpeople 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
  • 25. 27 MILLION.The average number of “tweets” per day on Twitter. 16
  • 26. 27 MILLION.The average number of “tweets” per day on Twitter. THAT’S 8X LAST YEAR’S VOLUME. 16
  • 27. 7 HOURS.The time it took for LeBron James to amasshis first 150,000 Twitter followers. 17
  • 28. 7 HOURS.The time it took for LeBron James to amasshis first 150,000 Twitter followers.It took Bill Gates 8 hours to reach 100,000. 17
  • 29. #2.SOCIAL MEDIA ISAWESOME. 18
  • 30. http://mostawesomestthingever.com/ 19
  • 31. http://www.youtube.com/blendtec 20
  • 32. http://www.ted.com 21
  • 33. http://sadkeanu.tumblr.com/ 22
  • 34. http://sadkeanu.tumblr.com/ 22
  • 35. http://sadkeanu.tumblr.com/ 22
  • 36. http://sadkeanu.tumblr.com/ 22
  • 37. http://mashable.com/2010/07/06/prince-the-internet-is-over#3.SOCIAL MEDIA ISOVER. 23
  • 38. WAIT.THAT’S CRAZY TALK.SOCIAL MEDIA IS *DEFINITELY NOT OVER.*Regardless of what the Artist Formerly Known as Relevant has to say about it. 24
  • 39. 25
  • 40. After 23 years and hundreds of millionsof dollars spent on Super Bowl ads,one of the world’s biggest brandsshifted gears in 2010 by opting outof the Super Bowl and pouring1/3 of its annual marketing budgetinto a cause-driven social marketingcampaign called The Refresh Project.http://www.refresheverything.com/ 25
  • 41. “ 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
  • 42. 27
  • 43. In 2010, Ford kicked off The Fiesta Movement,a social media campaign in which they literallyhanded 100 young influencers the keys to aFord Fiesta, asking them only to engage inmonthly “missions” and to document and sharethese missions via social media. Aftergenerating 31,000 pieces of original content,tens of millions of media impressions, and aslew of high-profile media coverage, The FiestaMovement achieved what was once unthinkable:making 60% of the public aware of a car thathadn’t yet even debuted in the US—withoutspending a dime on traditional media.http://www.fiestamovement2.com/ 27
  • 44. 28
  • 45. Even the U.S. military is kicking some serioussocial media butt: actively using Facebook,YouTube, Flickr, and Twitter to not only recruitthe next generation of soldiers, but to supportthem in sharing their stories.http://www.goarmy.com/ 28
  • 46. “ 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
  • 47. “ 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 gettingP.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
  • 48. “ 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 gettingP.S. used to anything else. So if you want a sense of where the world’sMO 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
  • 49. “ 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 gettingP.S. used to anything else. So if you want a sense of where the world’sMO 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
  • 50. “ 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 gettingP.S. used to anything else. So if you want a sense of where the world’sMO 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
  • 51. WE THINK IT’S SAFETO SAY THAT IN 2010,THE QUESTION ISNO LONGER“WHAT IS SOCIAL MEDIA?” IT’S... 30
  • 52. WHAT ISSOCIAL MEDIANOW? 31
  • 53. “ 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
  • 54. “ 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
  • 55. “ 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
  • 56. “ Social media is like water. On its own, water does some coolthings, but when combined withother compounds it enabled theevolution of all forms of life. Social media on its own is nice, butwhen combined with other tools,it is enabling everything to evolve,from communications to businessto politics to marketing.”Mike Volpe, VP Marketing, HubSpot, http://www.hubspot.com 35
  • 57. “Social media isthe best way toreach yourmost influentialcustomers, andthe only way toreach yourmost cynicalones.” Michael Troiano Principal Holland-Mark http://troiano.me 36
  • 58. “ Social media is the crack cocaine of the Internet. We want it, we need it, and we go into withdrawal when we dont get enough of it.” David Armano, SVP Edelman Digital, http://darmano.typepad.com , 37
  • 59. “ Social media is everything and nothing. Nothing because social media has become like air to the people who use its various forms regularly. Its not "social media" - its simply letting my friends know what Im doing/thinking/wishing/ etc. through a digital means. Everything because as more people are armed with web- enabled smartphones, theres nothing that cant 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
  • 60. “ 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
  • 61. “Social media isthe same todayas 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 adaptto change and loses touch with reality.”Julia RoySenior Manager, New MediaCoach, Inc.http://juliaroy.com 40
  • 62. “ 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
  • 63. SOCIAL MEDIA ISDRAMATICALLYLEVELING THE PLAYING FIELD& CONNECTING US LIKENEVER BEFORE. 42
  • 64. “ 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
  • 65. “ 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 didnt even exist the last time Iran had an election.” Iran Protests: Twitter, the Medium of the Movement, Time, June 17, 2009 44 43
  • 66. http://www.twitter.com/BPGlobalPR 45
  • 67. BP’s official Twitter account:16,000 followers. http://www.twitter.com/BPGlobalPR 45
  • 68. BP’s official Twitter account: Satirical (anonymously-run)16,000 followers. BP Twitter account: 180,000 followers. http://www.twitter.com/BPGlobalPR 45
  • 69. “ 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 dont iterally nothing.  e and money blic opinion, ately, thats up t o the public, but ultim n ow isnt 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
  • 70. “ 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 didnt 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
  • 71. “ Were 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 didnt 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
  • 72. 47
  • 73. “ Never has so much money been raised forrelief so soon after a disaster.This is a watershed moment.It’s historic.””—Albe Angel, Founder and CEOof Give On the Go, in response tothe outpouring of aid that occurredvia mobile and social media channelsimmediately following the 7.2magnitude earthquake that devastatedPort Au Prince, Haiti. Just two daysafter the earthquake, the AmericanRed Cross had raised over $5 millionfrom over 500,000 mobile phone users.http://hope140.org/haiti/ 47
  • 74. “ 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
  • 75. IN FACT,SOCIAL MEDIA ISREDEFININGVIRTUALLYEVERYTHING,INCLUDING(BUT NOT LIMITED TO)... 49
  • 76. HOW WE WORK. 50
  • 77. HOW WE PLAY. 51
  • 78. HOW WE LEARN. 52
  • 79. HOW WE SHARE. 53
  • 80. HOW WE DISCOVER. 54
  • 81. HOW WE CREATE. 55
  • 82. HOW WE COMPLAIN. 56
  • 83. HOW WE CELEBRATE. 57
  • 84. HOW WE MOURN. 58
  • 85. HOW WE APPLAUD. 59
  • 86. HOW WE INFLUENCE. 60
  • 87. HOW WE COLLABORATE. 61
  • 88. HOW WE INVESTIGATE. 62
  • 89. HOW WE EVALUATE. 63
  • 90. AND EVEN HOW WE... 64
  • 91. 65
  • 92. ALLSOCIAL MEDIA.IS NOW MEDIAYET THE BASIC RULESREMAIN THE SAME. 66
  • 93. RULE #1:LISTEN 67
  • 94. RULE #2:ENGAGE 68
  • 95. RULE #3:BE REAL. 69
  • 96. RULE #4:BERESPECTFUL. 70
  • 97. RULE #5:HAVE FUN. 71
  • 98. IF YOU HAVEN’T GOTTENON THE TRAIN YET,DON’T WORRY. YOU WILL.PRETTY SOON,YOU’LL HAVE TO. 72
  • 99. “ Media is the connective tissue of society. Media is how you know when and where your friends birthday party is. Media is how you know whats happening in Tehran, whos 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
  • 100. ANYWAY,THAT’S PRETTY MUCHALL WE HAVE TO SAY *ABOUT SOCIAL MEDIA. **For now. 74
  • 101. CREDITSAll 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 QUOTE: Time Magazine - http://bit.ly/bTnqHD 11 42 IMAGE: ๑ Adam on Flickr - http://bit.ly/bTPVPX IMAGE: Hamed Saber on Flickr - http://bit.ly/d8pQ5B 12 DATA: Flickr - http://bit.ly/6FgBJ 43 QUOTE: Mongabay.com - http://bit.ly/axG7cz 13 DATA: Mashable - http://bit.ly/aiTfEs 44 QUOTE: Huffington Post - http://huff.to/d0CjDm DATA: Marketwire - http://bit.ly/aqDctI 14 45 QUOTE: 22Michaels.com - http://bit.ly/9PyTt7 IMAGE: Balakov on Flickr - http://bit.ly/djoz76 15 DATA: Neatorama - http://bit.ly/aLI3sc 46 QUOTE: ABC News - http://bit.ly/6c89sQ DATA: Royal Pingdom - http://bit.ly/5zIadJ QUOTE: AdAge - http://bit.ly/ctYLlL 16 47 IMAGE: Mickipedia on Flickr - http://bit.ly/d9sAAd IMAGE: Crystian Cruz on Flickr - http://bit.ly/bei3j7 17 DATA: Mashable - http://bit.ly/9vKCaa 64 IMAGE: Durex DATA: Mashable - http://bit.ly/aDUfQ3 QUOTE: “Cognitive Surplus” by Clay Shirky 23 72 IMAGE: Rolling Stone IMAGE: Dominik Schwind on Flickr - http://bit.ly/bkEKBc 77