Social Media Overview                             Presented by:Bill Evans Senior Vice President & Partner              Dig...
In the beginning…
The golden age of advertising
Only   14% of people trust           advertisements    But  78%     of people trustrecommendations of other consumers
Social media adaptation is not about        technology adoption.   It is about a systemic culturaladoption, across your or...
The new frontier of marketing is about      DRIVING INFLUENCE
What is social media?
Social Media encompasses the millions of tools, sitesand applications which enable consumers to sharevideos, ideas, photos...
The Rise of Social Media•   People trust people like themselves•   Social media enables easier connections•   Channels are...
Social MediaConversation   Social     Content     OpenEnabling       Networks   Sharing     Platforms                     ...
Why does it matter?• 89% of US consumers are online• 91% of journalists use search engines for  research• 25% of household...
Blogs• 346,000,000 – number of people globally who read blogs  and online news sites• 900,000 – average number of content ...
Facebook• 500,000,000 – number of active users• 150,000,000 - number of users who log on to  Facebook at least once each d...
Twitter• 21,000,000 – Number of Twitter users• 12,000,000 – Number of tweets/day• 2375% - Percentage of usage growth in th...
YouTube• 200,000,000 – Number of users• 14,800,000,000 – Number of videos viewed in  January 2009• 99% – Percentage of onl...
Journalists and social networks• 70 percent of journalists said they use social networks to  assist in reporting (compared...
Social Media Usage World Wide“Social networking and blogs are now morepopular than e-mail”           The increasing reach ...
Channels are being flooded Consumers demand relevance, because noise is rising • Individual social channels must be utiliz...
Social marketing principles• Listen and understand  what your audience  wants and needs• Utilize compelling  engagements t...
So what’s the next big thing?
Location based services• Places combines location specific context with  validated ownership• Claiming ownership allows au...
Overcoming availability biases     and skeuomorphs
We do what we know• At the risk of oversimplifying, the availability bias is  how the prefrontal cortex evaluates risk bas...
“If you don’t like change,        you’re going to like    irrelevance even less”                General Eric Shineski,    ...
Questions? bill.evans@fleishman.comwww.thehawthorneeffect.com twitter.com/FleishmanNYC       (212) 453 – 2216             ...
American Logistics Association Social Media Presentation 2010
American Logistics Association Social Media Presentation 2010
American Logistics Association Social Media Presentation 2010
American Logistics Association Social Media Presentation 2010
American Logistics Association Social Media Presentation 2010
American Logistics Association Social Media Presentation 2010
American Logistics Association Social Media Presentation 2010
American Logistics Association Social Media Presentation 2010
American Logistics Association Social Media Presentation 2010
American Logistics Association Social Media Presentation 2010
American Logistics Association Social Media Presentation 2010
American Logistics Association Social Media Presentation 2010
American Logistics Association Social Media Presentation 2010
American Logistics Association Social Media Presentation 2010
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American Logistics Association Social Media Presentation 2010

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  • Linear behaviors no longer hold true
  • 133,000,000 – number of blogs indexed by Technorati since 2002346,000,000 – number of people globally who read blogs (comScore March 2008)900,000 – average number of blog posts in a 24 hour period1,750,000 – number of RSS subscribers to TechCrunch, the most popular Technology blog (January 2009)77% - percentage of active Internet users who read blogs55% – percentage of the blogosphere that drinks more than 2 cups of coffee per day (source)81 - number of languages represented in the blogosphere59% – percentage of bloggers who have been blogging for at least 2 years
  • 70 percent of journalists said they use social networks to assist in reporting (compared to 41 percent last year) The survey also found that 69 percent of respondents go to company websites to assist in their reporting, while 66 percent use blogs, 51 percent use Wikipedia, 48 percent go to online videos, and 47 percent use Twitter and other microblogging services. http://blog.journalistics.com/2009/70-percent-of-journalists-use-social-networks-to-assist-in-reporting/
  • Should be repositioned as campaign description
  • Need a better titile
  • American Logistics Association Social Media Presentation 2010

    1. 1. Social Media Overview Presented by:Bill Evans Senior Vice President & Partner Digital Practice Group Lead Fleishman-Hillard October 20th, 2010
    2. 2. In the beginning…
    3. 3. The golden age of advertising
    4. 4. Only 14% of people trust advertisements But 78% of people trustrecommendations of other consumers
    5. 5. Social media adaptation is not about technology adoption. It is about a systemic culturaladoption, across your organization.
    6. 6. The new frontier of marketing is about DRIVING INFLUENCE
    7. 7. What is social media?
    8. 8. Social Media encompasses the millions of tools, sitesand applications which enable consumers to sharevideos, ideas, photos, comments, opinions and personalexperiences on the web.Social Media is also referred to as social networking,crowd-sourcing or “word of mouse.”
    9. 9. The Rise of Social Media• People trust people like themselves• Social media enables easier connections• Channels are fragmenting• Noise is risingUsed correctly, social media will:• Build a brand image• Provide open customer service• Influence opinion and behavior• Foster credibility
    10. 10. Social MediaConversation Social Content OpenEnabling Networks Sharing Platforms YouTubeBlogs Facebook Flickr WikipediaMessage MySpaceBoards Digg Medipedia LinkedInTwitter Delicious
    11. 11. Why does it matter?• 89% of US consumers are online• 91% of journalists use search engines for research• 25% of households no longer watch TV commercials• Young consumers do not read newspaper nor listen to the radio• 77% of U.S. Internet users have visited YouTube
    12. 12. Blogs• 346,000,000 – number of people globally who read blogs and online news sites• 900,000 – average number of content posts in a 24 hour period• 77% – percentage of active Internet users who read them• 59% – percentage of sites that have been active for at least 2 years• Online news sites, by journalists or influential thought leaders, can provide credible platforms for your brand or business
    13. 13. Facebook• 500,000,000 – number of active users• 150,000,000 - number of users who log on to Facebook at least once each day through a mobile device• 170 - number of countries/territories that use Facebook• Two-thirds of comScore’s U.S. Top 100 websites and half of comScore’s Global Top 100 websites have integrated with Facebook
    14. 14. Twitter• 21,000,000 – Number of Twitter users• 12,000,000 – Number of tweets/day• 2375% - Percentage of usage growth in the past 3 months• Japan, Spain, UK and Brazil represent 67% of Twitter’s usage outside of the US• 152 – Number of officially sanctioned government Twitter accounts• 31 – Number of Senators who tweet• 108 – Number of congressman who tweet
    15. 15. YouTube• 200,000,000 – Number of users• 14,800,000,000 – Number of videos viewed in January 2009• 99% – Percentage of online videos watched on YouTube• 78% of all Internet users have visited the site• 101 – Videos watched per person in January• 20 hours – Amount of video being uploaded per minute
    16. 16. Journalists and social networks• 70 percent of journalists said they use social networks to assist in reporting (compared to 41 percent last year)• 69%of journalists go to company websites to assist in their reporting• 66% use blogs and to assist in their reporting• 51% use Wikipedia to assist in their reporting• 48% go to online videos to assist in their reporting• 47% use Twitter and other micro-blogging services to assist in their reporting
    17. 17. Social Media Usage World Wide“Social networking and blogs are now morepopular than e-mail” The increasing reach of “Member Community” Web sites across 2008 Nielsen Online
    18. 18. Channels are being flooded Consumers demand relevance, because noise is rising • Individual social channels must be utilized strategically and with a specific purpose to maximize engagement • The brand must define and utilize context specific voices to provide meaningful content to audiences • Value, entertainment, education, altruism, greed, and attention are all motivating factors for user participation and pass along • Mobile supplements social as mobile enabled tools allow for ‘on the go’ participation and utilization
    19. 19. Social marketing principles• Listen and understand what your audience wants and needs• Utilize compelling engagements to create deeper relationships• Foster a dialogue, but be transparent and honest• Deliver messages where they are most relevant• Be nimble and flexible
    20. 20. So what’s the next big thing?
    21. 21. Location based services• Places combines location specific context with validated ownership• Claiming ownership allows automatic creation of a page for your business, copyright protections. Must be validated.• “Checking in” allows business to provide offers, customer service or CSR programs, leveraging digital at the point of sale
    22. 22. Overcoming availability biases and skeuomorphs
    23. 23. We do what we know• At the risk of oversimplifying, the availability bias is how the prefrontal cortex evaluates risk based on the availability of similar situations it can readily recall when making decisions• A skeuomorph refers to a derivative object which retains ornamental design cues to structure that was necessary in the original Are you doing what’s most effective? Or just what you know?
    24. 24. “If you don’t like change, you’re going to like irrelevance even less” General Eric Shineski, Retired Chief of Staff, US Army
    25. 25. Questions? bill.evans@fleishman.comwww.thehawthorneeffect.com twitter.com/FleishmanNYC (212) 453 – 2216 39

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