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How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
How Social Media are Revolutionizing Media and Markets
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How Social Media are Revolutionizing Media and Markets

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Social media will profoundly disrupt the media and marketing industries by changing economic and influence models that have existed for generations. Today, some bloggers and social news sites generate …

Social media will profoundly disrupt the media and marketing industries by changing economic and influence models that have existed for generations. Today, some bloggers and social news sites generate more traffic than big-name mainstream media, and they do it at a tiny fraction of the cost. Their highly outsourced publishing structure is a new style of journalism and their approach to building audience and awareness is unlike anything ever done in traditional media.

This will have far-reaching ramifications for established institutions. We are in the early stages of a shift that will shake the business and media worlds to the core. Paul Gillin’s presentation explores these disruptive forces, as well as the goals and motivations of the new influencers and look ahead to the changes they have initiated.

Published in: Business, Technology
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  • Great slide capture of some of the key players so far
  • By committing to the program for one year, the Insiders agreed to: Participate in Intel-focused events throughout the year for education purposes Provide feedback on Intel’s social media activities so that Intel could develop best practices In return, the Insiders would receive special “inside” access to Intel embargoed news, executive dialogues, exclusive events and visibility on Intel social web properties. We continuously engaged them with the brand by publicly disclosing that we were seeding them the latest Intel-powered devices on the market, consulting them for advice and feedback prior to most major online community engagements, and integrating them into Intel campaigns.
  • UNLEASH 2009, the Mediasite User Conference: Energizing Users On-site and Online By Sonic Foundry A campaign to increase conference attendance in the midst of the worst economic crisis since the Great Depression, coupled with a proliferation of travel bans, budget constraints and an all-out assault on corporate meetings. Not to mention a flat marketing budget. Why care about conference attendance at a time like this? Because we're in an emerging market and our customers are clamoring to hear from each other (and us) to make them more efficient/productive/knowledgeable. This award submission outlines the campaign Sonic Foundry built based on a heavy rotation of online video, customer testimonials, webcasting and – for the first time – social media. The campaign resulted in a 15% increase in conference attendees, and virtual conference attendees, even though it was the first year we offered this option, made up 10% of overall attendance. Bringing these people together – physically and through online video, social media and webcasting – resulted in a more than 10-fold conference ROI in just 4 months, based solely on opportunities that were created and closed after the conference ended. As one attendee put it, “This is, by far, the most productive conference for connecting with other users and discovering new ways to take our Mediasite program to the next level. Reaching out to the web 2.0 community will foster even more fantastic dialogue because it will be open the conference to a wider audience. With the state of the economy, the virtual pass will allow our peers who can't be there in person stay on target with the new information being shared, and create an unparalleled networking opportunity."
  • Transcript

    • 1. How Social Media Are Revolutionizing Media & Markets Paul Gillin Author, The New Influencers Secrets of Social Media Marketing
    • 2.  
    • 3. June 20 June 24 June 26 June 21 June 23 July 14 Today Vincent Ferrari
    • 4. Chaos Theory <ul><li>Small Is the New Big </li></ul><ul><li>Less Marketing is More Marketing </li></ul><ul><li>Gain Control By Giving Up Control </li></ul><ul><li>Publication Is a Beginning, Not an End </li></ul>
    • 5. The Media in Collapse <ul><li>Decline in circulation of top 10 newspapers in 2008: 635,000 </li></ul><ul><li>Average age of US daily newspaper reader: 57 </li></ul><ul><li>Reduction in US newsroom staffs since 2001: 45% </li></ul><ul><li>Growth in NBC prime time audience, 2008: -14.3% </li></ul><ul><li>Age of average network evening news viewer: 63 </li></ul>US Magazine Circulations -63% 25,200 54,350 ESPN Magazine -64% 270,000 750,000 Reader’s Digest -64% 591,300 1.65M National Enquirer -64% 134,900 380,200 Country Living -71% 203,200 522,800 Playboy -72% 154,600 556,300 Redbook -74% 410,000 1.61M Woman’s Day Change 2009 circ. 2001 circ.
    • 6. <ul><li>Publishers saw Internet as just another channel </li></ul><ul><li>Free distribution devalued content </li></ul><ul><li>Media delusions of grandeur </li></ul><ul><li>Failure to address democratization trend </li></ul><ul><li>Craigslist </li></ul><ul><li>Google </li></ul><ul><li>High infrastructure cost </li></ul><ul><li>Media consolidation </li></ul><ul><li>Recessionary “perfect storm.” </li></ul>
    • 7. <ul><li>Teens watch 60% less TV than their parents. They spend 600% more time online (Arthur W. Page report) </li></ul><ul><li>Twitter membership up 1,900% last year (Nielsen) </li></ul><ul><li>If Facebook was a country, it would be world’s fifth largest </li></ul><ul><li>% of Americans under 33 on social networking sites: 67 </li></ul><ul><li>% over 55: 9 </li></ul><ul><li>Word-of-mouth marketing spending to hit $3B by 2013 </li></ul>One-third of Americans under 40 say the Daily Show and Colbert Report are replacing traditional news outlets.
    • 8.  
    • 9. To This
    • 10. Customer at the Center
    • 11.  
    • 12.  
    • 13. Ben Popken Editor in chief <ul><li>18 million monthly visitors </li></ul><ul><li>30-40 daily articles </li></ul><ul><li>Full-time staff of seven </li></ul><ul><li>500 references in Wall Street Journal & New York Times </li></ul><ul><li>More than 34,000 references on Digg.com </li></ul>Ed Magedson Founder <ul><li>30 million monthly visitors </li></ul><ul><li>322,000 published reports </li></ul><ul><li>More than 30 lawsuits </li></ul><ul><li>Never sued successfully </li></ul>
    • 14. <ul><li>Passionate </li></ul><ul><li>Opinionated </li></ul><ul><li>Focused </li></ul><ul><li>Active </li></ul><ul><li>Sharing </li></ul>
    • 15. Source: Elliance, Inc.
    • 16. The Keyword Economy <ul><li>Transition from browse to search </li></ul><ul><li>The click is both validation and action </li></ul><ul><li>Inbound vs. outbound marketing </li></ul><ul><li>SEO is critical to all marketing </li></ul>
    • 17. Influence Inversion
    • 18.  
    • 19. Courtesy Digitas
    • 20. &quot;Your goal should be to have as many people as possible be public voices of the company. Scary? If you answered yes, you don't have the right people.&quot; Brian Kalma Director of User Experience, Zappos “ It is the responsibility of corporate communications to support each employee’s capability and desire to be an honest, knowledgeable ambassador to customers, friends, shareowners and public officials.” --From The Authentic Enterprise: Relationships, Values And The Evolution Of Corporate Communications Arthur W. Page Society, Dec., 2007
    • 21. Cultural Norms of Social Media <ul><li>“ Transparency” </li></ul><ul><li>Conversation </li></ul><ul><li>Individual </li></ul><ul><li>Courteous </li></ul><ul><li>Sharing </li></ul><ul><li>Attribution </li></ul><ul><li>Independence </li></ul>
    • 22.  
    • 23. “ Since 2002, this annual event has evolved into the cornerstone of SAP's influencer programs, now serving as a key event to validate SAP's transformational market strategy.” <ul><li>10 Influential bloggers tapped for one-year campaign </li></ul><ul><li>Participate in events and provide feedback on Intel’s marketing activities </li></ul><ul><li>Rewarded with access to key Intel information and executives </li></ul>
    • 24. Taking it to the Public
    • 25. About Me About Others Interests
    • 26. <ul><li>Friend </li></ul><ul><li>Friend in Common </li></ul><ul><li>Follower </li></ul><ul><li>Profile </li></ul><ul><li>Group </li></ul><ul><li>News Feed </li></ul><ul><li>Poke </li></ul><ul><li>Wall </li></ul><ul><li>Connection </li></ul><ul><li>Answer </li></ul><ul><li>App </li></ul><ul><li>Hash tag </li></ul>
    • 27. Profiles are essential Efficient contact management Recommendations cement relationships
    • 28. Advice is social capital Company research Six degrees of connection
    • 29. Facebook Fans Announcements Mailing List Repurpose media Feedback/testing
    • 30.  
    • 31.  
    • 32.  
    • 33. Recruiting Promotion Sales Updates Service
    • 34. 1.7 million followers 1.2 million followers 1.1 million followers 980,000 followers 473,000 followers
    • 35. 32 million members 300 million members 44 million members 1 billion daily views 6 million daily visitors 50 million members 10 million members 1 million daily visitors 1.5 million daily visitors
    • 36. <ul><li>Be comfortable </li></ul><ul><li>Be distinctive </li></ul><ul><li>Be brief </li></ul><ul><li>Be kind </li></ul><ul><li>Be honest </li></ul><ul><li>Be offbeat </li></ul><ul><li>Be genuine </li></ul><ul><li>Be shareable </li></ul><ul><li>Be generous </li></ul><ul><li>Be funny </li></ul>
    • 37. Paul Gillin 508-656-0734 [email_address] www.gillin.com Twitter: pgillin Available on Amazon or from www.NewInfluencers.com Available on Amazon or from www.SSMMbook.com Subscribe to my free weekly newsletter at gillin.com

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