Social Media - An Introduction

Social Media
An Introduction
NabilHarfoush
June 2009
June 25, 2009
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© 2009 Manara International Resources Inc.

Agenda
What is social media
Industrial vs. social media
Elements of social media
Social networks
Why should you care
Sample cases of social media use
Emergence of Networks
Moral of the Story
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What is Social Media
“Social media is content created by people using highly accessible and scalable publishing technologies.”
source:Wikipedia
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Industrial vs. Social Media
Comparison in the following categories*:
Reach
Accessibility
Usability
Recency
Permanence
* Source Wikipedia
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Elements of Social Media
Content production tools
Personal computers, laptops, net books
Digital photo/video cameras
Cellular phones (smart phones)
Software applications
Content distribution
Industrial media
Internet
Social Networks
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Social Networks: Sharing Content
Blogs & Web Pages
Personal journaling space
Easy publishing & some interaction (feedback…)
133 Million blogs indexed by Technorati (Feb 2009)
More than 12 Million Americans maintain a blog
346 Million people are reading blogs globally
On average 900,000 new posts every 24 hours
Blogger, Wordpress etc.
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Photo sharing sites
Personal photo space
Easy publishing & tagging
Flickr, myPIX etc.
Flickr reached 3 Billion photos in Nov. 2008, but
Still behind Facebook with10 Billion photos
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Video Sharing Sites
Personal video & multimedia publishing space
Youtube, Vimeo etc.
Over 70 Million videos (March 2008)
100 Million videos viewed per DAY
13 Hours of video uploaded every MINUTE
Music Sharing Sites
iTune, LimeWire, Kazaa, etc.
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Social Networks: Sharing People
Like content sharing, SN have easy multimedia publishing capabilities with communications functions
Plus: SN share human connections: family, friends, colleagues …
Plus: SN share context information: moods, activities, causes…
Facebook, MySpace,Ning etc.
>200 M active users (100M login at least once/day)
>10 M videos uploaded each month
> 1 B content pieces shared each WEEK
> 2.5 M events created each month
> 30 M accessing FB via mobile devices
LinkedIn, Xing,etc.
SN have many third party applications (52,000 for FB alone)
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Social Networks: Sharing More
Emergence of Public Micro Messaging (PMM) in SN:
PMM like SMS, but publicly broadcasted to SN members
Concise (limited to 140 characters/message)
Leaders & Followers: You can be both at the same time!
Tribes, herds, and all the other groups we may belong to
SN are sharing conversations, learning, and knowledge
Real-Time participation and trending
Twitter
3 M tweets per DAY (March 2008)
Most popular user has > 1.4 M followers
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Why Should You Care?
Simplistic answer:
Because everyone else is doing it, and it seems to be working!
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Why Should You Care?
A better answer:
Because you need to participate in the emerging Networks of
Conversations
Trust
Communities
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Networks of Conversations
The case of
The initial deed
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Company Response
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Networks of Conversations
The case of
The initial deed
Company response
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Networks of Trust
The Obama Campaign
Personal Fundraising
Neighbor to Neighbor
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Personal Fundraising
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70,000 people raised $ 30M using Personal Fundraising!

Neighbor to Neighbor
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In the 4 days preceding the election, 3 Million calls were made using N2N

Networks of Communities
The Obama Campaign
Clear Value Proposition
Genuine respect
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Clear Value Proposition: Hope. Change. Action
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Genuine Respect: Opening Access to Events App.
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With clear value & genuine respect: Communities Give Back
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Obama Works
Yes We Carve

With clear value & genuine respect:Communities Give Back
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Moral of the Story
Conversations
Are 2-Way = Real Listening
Real Listening = Readiness to change & adapt as conversation progresses
Trust
Trust requires authenticity – You can’t fake it
Trust is a long-term relationships
Community
Genuine respect for your ecosystem (customers, partners, employees, competitors, community, environment…)
Genuine value to all your ecosystem
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To Learn More
For support in your own strategy:
www.manara.ca
nharfoush@manara.ca
www.twitter.com/nabilharfoush
For more on SN in Obama’s Campaign
YES WE DID, Book by RahafHarfoush
Available online at Amazon
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