Businesses began dipping their toes into the social media pool as early as 2005, but the last two years saw them jump in with both feet. One of the primary developments in the social media landscape driving the rapid expansion of activities was that Marketers warmed to the idea that using multiple social media channels together, and coordinating messages between them, collectively achieved a greater impact than if the tools were used in isolation. This is among the preliminary results of a multi-client research study undertaken by Paul Gillin Communications in early 2010. The purpose of the study, which will be ongoing during the year, is to document the extent to which businesses of all sizes are adopting multiplatform social media strategies, assess satisfaction with this diversified communications approach and record best practices and metrics that are emerging from their early experiences.

1. Social media multiplier – a research report Paul Gillin November 4, 2010

2. Go Where the People Are 40 million members 100 million members 550 million members 2billion daily views 1 million daily visitors 6 million daily visitors 1.5 million daily visitors 10 million members 60 million members

4. 20% were from large companies (> 1,000 employees, 41% from mid-sized companies, 39% from small businesses

6. Popular gathering spots now primary destinations

7. Multi-platform deployment and management are critical new issues

8. A multiplier factor exists but few can quantify it

9. Larger companies value blogs more

10. Twitter is the killer app

12. Cumulative Platform Adoption by Year

13. Typical Multi-Platform Scenario Corporate website Feed Aggregator Partner website Email Newsletter

14. Principal Audiences for Social Media

15. Effectiveness Compared to Expectations

16. ROI Perception

17. Planned Changes in Social Media Activity, Next 12 Months

18. Perceived Impact of Multi-Platform Deployment on Business Goals

19. Verbatims: What They’re Doing Now “A new blog entry is typically also communicated on Twitter or cross-posted on Facebook.”(many mentions) “We leverage content that we produce across all of the social networks - and then engage in each conversation that follows.” "At first I just had Twitter auto-grab my Facebook post. That's ugly. And disrespectful.” “We repackage everything through our content marketing site in industry-specific LinkedIn groups.“ “’Best Deals’ on the website are typically tweeted. Tweets are linked to our Facebook page. All contests/ sweepstakes are announced through multiple social media channels.”

20. Sales Conversions Search rank Leads Conversations Cost per lead Retweets Comments Verbatims: Most Common Metrics

22. Focus is on building relationships and enthusiasm among prospective employees

24. Image of Sodexo as progressive young company

26. Press releases paired with video, images, audio whenever possible

27. Everything is shareable, nearly all is tweeted

29. Multimedia conveys excitement

30. Bottom-up combined with top-down for maximum impact

31. Social media drives ongoing engagement via e-mail“We use whatever channel we can to spread the message.” -Scott Monty, head of social media

33. Articles automatically posted to bookmarking sites, multiple Facebook fan pages

34. Spokesperson for Rain-X Division of Shell Oil, Mobil1 division of Exxon/Mobil

36. 100-fold amplification of blog/Web content

38. Marketing Challenges Coke on LinkedIn… Audience segmentation? Appropriate messaging? When to pitch? Metrics and ROI? Marketing integration? Roles and governance? What to avoid? Resources and budgets and on Facebook

39. Thank you! Paul Gillin 508-656-0734 paul@gillin.com gillin.com Twitter: pgillin NewInfluencers.com Free newsletter at gillin.com SSMMbook.com Coming January, 2011: Social Marketing to the Business Customer By Paul Gillin & Eric Schwartzman