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  How Social Media is Transforming Business  Paul Gillin AIM Technology Leadership Summit April 21, 2009
The Many Arms of Social Media From Robert Scoble Courtesy RightNow Technologies
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>...
New Media Rules <ul><li>New voices are gaining influence </li></ul><ul><li>Marketers are becoming publishers </li></ul><ul...
Traditional communications
New reality
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
Next Stage of Technology Source: McKinsey & Co.
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
Reports From the Field “ InterContinental Hotels Group has been astounded by the results of its communities and has credit...
Take It To the Public Reinforce Brand Bypass Gatekeepers Create Brand Ambassadors Educate Customers
International flavor Source: Technorati, April, 2007
Recruitment
Trusted Advice Your expertise is just as valuable as that of a media authority
Grass-roots promotion
Lobbying
Awareness
Product Development
Ear to the Ground
Promote Yourself
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 is Changing Bustiness Communications

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Blogs, podcasts, social networks and online videos are creating new centers of influence. The emerging world of social media presents exciting new opportunities for businesses to communicate directly with key constituents in ways that were unimaginable just a few years ago. Intermediaries are no longer necessary. You can now take you message directly to your public with minimal cost and waste. Business executives and marketers who can successfully reinvent themselves as content providers can bond with their customers in ways they could never before imagine.

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  • Transcript of "How Social Media is Changing Bustiness Communications"

    1. 1. How Social Media is Transforming Business Paul Gillin AIM Technology Leadership Summit April 21, 2009
    2. 2. The Many Arms of Social Media From Robert Scoble Courtesy RightNow Technologies
    3. 3. 2008 Newspaper Layoffs Source: Erica Smith (graphicdesignr.net)
    4. 4. 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>
    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. Traditional communications
    7. 7. New reality
    8. 8. 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>
    9. 9. 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
    10. 10. Meet the new influencers Steve Hall Philipp Lenssen Paige Heninger & Gretchen Vogelzang
    11. 11. Conversations Go Mainstream
    12. 12. 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
    13. 13. The Power of Friending Profile Friends Groups
    14. 14. Next Stage of Technology Source: McKinsey & Co.
    15. 15. Put Communities to Work Needs Definition Product Architecture Iterative Development Field Testing Viral Marketing Peer Support Product lifecycle
    16. 16. Just For Consumers? Think Again Oil & Gas Pros Manufacturing Engineers Farmers Engineers Physicians
    17. 17. Reports From the Field “ InterContinental Hotels Group has been astounded by the results of its communities and has credited them with a 400% ROI. Traditional one-time focus groups or surveys are no longer necessary… members are now 20% more likely to recommend a stay at an IHG property than before.” From an application for Society of New Communications Research 2008 Excellence Awards
    18. 18. Take It To the Public Reinforce Brand Bypass Gatekeepers Create Brand Ambassadors Educate Customers
    19. 19. International flavor Source: Technorati, April, 2007
    20. 20. Recruitment
    21. 21. Trusted Advice Your expertise is just as valuable as that of a media authority
    22. 22. Grass-roots promotion
    23. 23. Lobbying
    24. 24. Awareness
    25. 25. Product Development
    26. 26. Ear to the Ground
    27. 27. Promote Yourself
    28. 28. 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>
    29. 29. 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
    30. 30. 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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