Social Media Revolution What Matters And Why

Social Media Revolution Paul Gillin Author, The New Influencers Secrets of Social Media Marketing

Chaos Theory

Small Is the New Big

Less Marketing is More Marketing

Gain Control By Giving Up Control

Publication Is a Beginning, Not an End

From This

To This

Old Media Facts

Magazine newsstand sales off 12% in 2008, 22% in 2009

TV Guide sold last year for $1; Readers Digest in Chapter 11

2009 TV station ad revenue down >20% ( B e rnstein Research)

Q2 radio ad revenue down 22% ( Radio Ad Bureau)

NBC prime time audience down 14.3% in the past year

Cost of reaching 1,000 households with 30-second TV spot in 1986: $8.28

In 2008: $22.65 (Media Dynamics)

NBC and CBS execs have publicly suggested the networks could become cable channels

Age of average network evening news viewer: 63

New Media Facts

Teens watch 60% less TV than their parents. They spend 600% more time online (Arthur W. Page report)

Twitter membership up 1,400% last year (Nielsen)

If Facebook was a country, it would be world’s fifth largest

% of Americans under 33 on social networking sites: 67

% over 55: 9

Word-of-mouth marketing spending to hit $3B by 2013

One-third of Americans under 40 say the Daily Show and Colbert Report are replacing traditional news outlets.

Traditional communications

New reality

AOL Hell June 20 June 24 June 26 June 21 June 23 July 14 Today Vincent Ferrari

Customer at the Center The Way We’re Going

The Numbers

Active blogs on the Internet: 25-40 million

Social networks: 2,900

Social network service providers: >100

Active Facebook members: 175 million

Corporations with social media campaigns: >300

Photos on Flickr: 3 billion

Daily Twitter messages: 6 million

Pres. Obama’s Facebook friends: 5.9 million

Influence 2.0 Ben Popken Editor in chief

18 million monthly visitors

30-40 daily articles

Full-time staff of seven

500 references in Wall Street Journal & New York Times

More than 34,000 references on Digg.com

Ed Magedson Founder

30 million monthly visitors

322,000 published reports

More than 30 lawsuits

Never sued successfully

Meet the new influencers Philipp Lenssen Steve Hall Paige Heninger & Gretchen Vogelzang

Self-Appointed Celebrities

So Many Choices

Tools at Your Disposal

Discussion Forums – tactical and impersonal

Blogs – The online equivalent to publications

Microblogs – Short, fast and frequent

Podcasts – Add depth, lose interactivity

Social Networks – Listening posts

Social Bookmarking Sites – Drive awareness

Online Video – Flexible but complex

E-mail Marketing – Ties it all together

New Publishing Lifecycle Becomes a blog entry Feeds a podcast Stokes a white paper That gets tweeted! Begins as a tweet

Publish Everywhere

Promote Yourself

Engage Popular People

Self-Syndication Then Now Server User Search

RSS Is For Machines, Not People

Credibility Through Validation Source: Elliance, Inc.

The Way We Were

Message

Impressions

Reach & Frequency

Retention

CPM

Recall

Share of Voice

Coverage

Rate Base

The Way We’re Going

Fiskars Swag

Social Network Essentials About Me About Others Our Interests

Niche markets are:

Knowledgeable

Engaged

Responsive

Helpful

Spenders

New Concepts

Friend

Friend in Common

Follower

Profile

Group

News Feed

Poke

Wall

Connection

Answer

App

Hash tag

Secrets of New Media

Be comfortable

Be distinctive

Be brief

Be kind

Be honest

Be offbeat

Be genuine

Be shareable

Be generous

Be funny

Be Remarkable!

Be Genuine “ We want to make production values as high as they need to be to tell the story, but not so high that they get in the way of the story. If we started using typical TV commercial product shots, our audience would tune out.” Stephen Voltz, Eepybird.com

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