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How Social Media are Revolutionizing Media and Markets   Paul Gillin PR Lifelines in Health Care April 10, 2009
Motrin Headache
The “Mom Response” <ul><li>More than 15,000 tweets </li></ul><ul><li>More than 400 media stories </li></ul><ul><li>And 3,5...
Mass Media Pickup Courtesy Digitas
New Media Rules <ul><li>New voices are gaining influence </li></ul><ul><li>Marketers are becoming publishers </li></ul><ul...
2008 Newspaper Layoffs Source: Erica Smith (graphicdesignr.net)
Media Facts <ul><li>Direct mail performance is declining </li></ul><ul><li>Traditional media is contracting </li></ul><ul>...
The New Media
Traditional communications
New reality
The Many Arms of Social Media Courtesy RightNow Technologies Cost to user = $0
The Numbers <ul><li>Active blogs on the Internet: 25-40 million </li></ul><ul><li>Social networks: 2,900 </li></ul><ul><li...
How We Share Influence PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Consult a professional Readers letters Phone in; TV /...
Meet the new influencers Steve Hall Philipp Lenssen Paige Heninger & Gretchen Vogelzang
Conversations Go Mainstream
New Kids On The Block “ Active reach in what Nielsen defines as &quot;member communities&quot; now exceeds e-mail particip...
The Power of Friending Profile Friends Groups
Put Communities to Work Needs Definition Product Architecture Iterative Development Field Testing Viral Marketing Peer Sup...
Just For Consumers? Think Again Oil & Gas Pros Manufacturing Engineers Farmers Engineers Physicians
Take It To the Public Reinforce Brand Educate Customers Bypass Gatekeepers Create Brand Ambassadors
Grass-roots promotion
Go Where the Audience Is
Lobbying
Awareness
Product Development
Ear to the Ground
Secrets of Engagement <ul><li>Embrace the power of micro community </li></ul><ul><li>Speak to people as people </li></ul><...
Success Takes Time <ul><li>Daily visits 3X to 4X week 14 average </li></ul><ul><li>Consider spinoffs </li></ul>53+ <ul><li...
Thank you! Paul Gillin 508-202-9807 [email_address] www.gillin.com Twitter: pgillin Available on Amazon or from NewInfluen...
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How Social Media are Revolutionizing Media and Markets

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Social Media is disrupting the media equation by making it possible for organizations and institutions to interact directly with their constituents without the involvement of media organizations. This is an empowering benefit, but it also presents risks to companies that work in highly regulated environments. This presentation looks at the dynamics of the new social media with a particular emphasis on their implications for the health care industry.

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  • Transcript of "How Social Media are Revolutionizing Media and Markets"

    1. 1. How Social Media are Revolutionizing Media and Markets Paul Gillin PR Lifelines in Health Care April 10, 2009
    2. 2. Motrin Headache
    3. 3. The “Mom Response” <ul><li>More than 15,000 tweets </li></ul><ul><li>More than 400 media stories </li></ul><ul><li>And 3,500 blog entries </li></ul><ul><li>And then there’s YouTube… </li></ul>Courtesy Digitas
    4. 4. Mass Media Pickup Courtesy Digitas
    5. 5. New Media Rules <ul><li>New voices are gaining influence </li></ul><ul><li>Marketers are becoming publishers </li></ul><ul><li>You can now control the message </li></ul><ul><li>Use all means at your disposal </li></ul><ul><li>It’s cheap if you know the tricks </li></ul>
    6. 6. 2008 Newspaper Layoffs Source: Erica Smith (graphicdesignr.net)
    7. 7. Media Facts <ul><li>Direct mail performance is declining </li></ul><ul><li>Traditional media is contracting </li></ul><ul><li>Teens watch TV 60% less than their parents </li></ul><ul><li>Teens are online 600% more than their parents </li></ul><ul><li>In 1965, 80% consumers could be reached with three 60-second TV spots </li></ul><ul><li>In 2002, that required 117 TV spots </li></ul>
    8. 8. The New Media
    9. 9. Traditional communications
    10. 10. New reality
    11. 11. The Many Arms of Social Media Courtesy RightNow Technologies Cost to user = $0
    12. 12. The Numbers <ul><li>Active blogs on the Internet: 25-40 million </li></ul><ul><li>Social networks: 2,900 </li></ul><ul><li>Social network service providers: >100 </li></ul><ul><li>Active Facebook members: 175 million </li></ul><ul><li>Corporations with social media campaigns: >300 </li></ul><ul><li>Photos on Flickr: 3 billion </li></ul><ul><li>Daily Twitter messages: 6 million </li></ul><ul><li>Pres. Obama’s Facebook friends: 5.9 million </li></ul>
    13. 13. How We Share Influence PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Consult a professional Readers letters Phone in; TV / Radio Talk to shop worker Personal blog Social network page Widgets Photo sharing site Chat rooms Message boards Video sharing site Comments on blogs Comments on websites Viral emails Wish lists Ratings on retail sites Reviews on retail sites Auction websites Social Bookmarking Chat room Price comparison sites Social shopping sites Talk face to face Consult a professional Readers Letters Phone in; TV / Radio Talk to shop worker Phone call Talk face to face Phone call SMS Email Instant Messenger Talk face to face Talk to shop worker Consumer influence channels Source: Universal McCann Erickson
    14. 14. Meet the new influencers Steve Hall Philipp Lenssen Paige Heninger & Gretchen Vogelzang
    15. 15. Conversations Go Mainstream
    16. 16. New Kids On The Block “ Active reach in what Nielsen defines as &quot;member communities&quot; now exceeds e-mail participation by 67 percent to 65 percent. What's more, the reach of social networking and blogging venues is growing at twice the rate of other large drivers of Internet use such as portals, e-mail and search.”   -MediaWeek, 3/9/09
    17. 17. The Power of Friending Profile Friends Groups
    18. 18. Put Communities to Work Needs Definition Product Architecture Iterative Development Field Testing Viral Marketing Peer Support Product lifecycle
    19. 19. Just For Consumers? Think Again Oil & Gas Pros Manufacturing Engineers Farmers Engineers Physicians
    20. 20. Take It To the Public Reinforce Brand Educate Customers Bypass Gatekeepers Create Brand Ambassadors
    21. 21. Grass-roots promotion
    22. 22. Go Where the Audience Is
    23. 23. Lobbying
    24. 24. Awareness
    25. 25. Product Development
    26. 26. Ear to the Ground
    27. 27. Secrets of Engagement <ul><li>Embrace the power of micro community </li></ul><ul><li>Speak to people as people </li></ul><ul><li>Enable sharing and linking </li></ul><ul><li>Filter and aggregate for insight </li></ul><ul><li>Make it a club </li></ul><ul><li>Show that you care </li></ul><ul><li>Never edit or censor </li></ul>
    28. 28. Success Takes Time <ul><li>Daily visits 3X to 4X week 14 average </li></ul><ul><li>Consider spinoffs </li></ul>53+ <ul><li>Make top 10 results for targeted queries </li></ul><ul><li>Traffic becomes self-sustaining </li></ul>40-52 <ul><li>Gain search traction </li></ul><ul><li>Generate inbound links </li></ul>14-39 <ul><li>Build awareness </li></ul><ul><li>Show steady growth </li></ul>1-13 Goal Week
    29. 29. Thank you! Paul Gillin 508-202-9807 [email_address] www.gillin.com Twitter: pgillin Available on Amazon or from NewInfluencers.com Available on Amazon or from SSMMBook.com
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