2010 Social Media Trend Report

2010 Social Media Report

Social Media Trends To date, there are over 400 million Facebook users. That focusing on 400 million, presGge brands should cater to gated nearly parallels the total number of residents in America and online communiGes, such as Gilt Groupe and Mexico, combined. We should expect there to be more aSmallWorld.com. More specifically, purveyors of luxury Facebook users than people in North America in the next should target the emerging class of digitally savvy affluent three months, given Facebook's current trajectory. Following Gen Yers. Learn how affluent Gen Yers will shape tomorrow's on the tails of the world's largest social network are new, most presGgious social networks. emerging companies changing the game. FourSquare is a locaGon-‐based social network and brightest star among its How Retailers Are Using Social Media to Promote, Sell, and emerging peers -‐-‐ with one million users and 20 million "check Engage -‐ If you haven't heard, the buzz word these days is ins" in its first year. The scope of possibiliGes for brands to "Foursquare." A small, New York tech start-‐up that is on its capture these growing social audiences is astounding. way to becoming the next biggest thing in social media. Foursquare is a locaGon-‐based service that allows users to With seemingly unlimited possibiliGes, markeGng leaders are "check in" at places they frequent in their daily lives. By blazing new trails with experimentaGon and innovaGon. encouraging users to do this simple task, Foursquare is Starbucks leverages GPS to deliver discounts, EA Games offering a huge draw to local retailers, and helping to bring enables users to play professional quality games and win back the long-‐outdated promoGon tool known as the loyalty prizes without ever leaving the banner ad, digitally savvy program. Not long ago considered an ancient and cliche poliGcians are mobilizing support through locaGon-‐based business tacGc, the loyalty program is having a rebirth by way social networks and we're witnessing the re-‐emergence of of social media sites like Facebook, TwiZer, and newcomer loyalty programs. For marketers to engage consumers, they Foursquare. must take risks and focus on hyper-‐relevant content, meaningful relaGonships, mulGmedia, exclusivity and internet FourSquare: What the Buzz is About -‐ If you’ve been using ubiquity. social networks for the past few years, you’ve seen how the buzz has shied from MySpace to Facebook to TwiZer and The posts below explore the ever-‐changing markeGng back to Facebook. These seemingly organic shis between environment and how to use it to your advantage: virtual worlds have probably le you wondering what might be next on the horizon. Well, many experts in the digital and The Next GeneraGon of Affluent Networkers -‐ For presGge social arenas have been keeping a close eye on Foursquare. brands that strive for exclusivity, Facebook's 400 million users is quite an inGmidaGng number. That's not to say presGge Top 5 New AdverGsing DirecGons -‐ AdverGsing is in a brands should not target social networks, however. Instead of transiGonal period, where marketers are experimenGng with

Social Media Trends innovaGve strategies and tools. EA Sports, FourSquare, Apple, Using Social Media to Rally Support for PoliGcians -‐ To Sponsored Tweets are just a few adverGsers and developers advance the conversaGon and mobilize community support, pushing a new mode of thinking in markeGng circles -‐-‐ one social media is becoming a staple of the poliGcal tool box. that relies on social, interacGve, valuable and most Facebook, TwiZer and other social networks reinforce poliGcal importantly, fun. Using the aforemenGoned examples, we'll messages and fuel oﬄine support. Though Facebook and build a new markeGng model that leverages the beneﬁts of TwiZer have seen several poliGcal seasons, emerging social each innovaGve campaign to provide a glimpse into what networks, such as FourSquare, are only now beginning to adverGsing might look like in 2-‐5 years. make in-‐roads into poliGcs. How to Use Social Media to Improve Your Health -‐ With each Social Networks Across Media Pla_orms -‐ Social media exists advancement in communicaGons, the consumer health and not only on Facebook.com or TwiZer.com. Advancements in wellness category grows larger and further empowers those social media tech, in parGcular Facebook, enables users across seeking a healthier lifestyle. Home exercise was popularized the web to have the uGlity of their favorite social networks by VHS (think Richard Simmons), On Demand TV channels without ever visiGng its URL. This social media ubiquity eliminated casseZes, WebMD put health on the digital map creates a seamless connecGon to third party sites and enable and now we're witnessing Health 2.0 with the advent of social users to always be connected to their favorite social network media. -‐-‐ whether they're at a train stop or reading their favorite blog.

The Next GeneraGon of Affluent Networkers By Ethan Lyon, Senior Writer by purchasing luxury items only those that are “in concept is certainly thriving. Gilt expects to pull in the know” would know. $500 million in revenue in 2010. As of March 2010, Facebook amassed over 400 million users. For presGge brands that strive for Indeed, in one of Sterling’s audience tesGmonials, Open social networks, such as Facebook, might exclusivity, 400 million is quite an inGmidaGng a Gen Yer said he purchases shirts from a Scojsh build brand lust, but fall short of generaGng number. That's not to say presGge brands should designer with around three small stores in revenue for presGge brands. The ulGmate goal of not target social networks, however. Instead of Europe. With only a small colored tag to idenGfy any markeGng campaign is to generate revenues focusing on 400 million, presGge brands should the designer, he gets graGficaGon seeing others and with only 11 percent of affluent users on cater to gated online communiGes, such as Gilt wear the Scojsh brand. The principle of Facebook, it's not worth a significant investment. Groupe and aSmallWorld.com. exclusivity holds true in the digital space, with PresGge brands should take a cue from Sterling gated communiGes like aSmallWorld.com. and the growth of Gilt Groupe and More specifically, purveyors of luxury should aSmallWorld.com to grow their image among target the emerging class of digitally savvy aSmallWorld.com, also referred to as the their target audience. affluent Gen Yers. At the 2010 L2 GeneraGon Next "MySpace for Millionaires," is an invite-‐only social conference, Sterling Lanier, President of the network that borrows aspects of Facebook, market research consultancy ChaZer, provided a LinkedIn, Yelp and Craigslist. The site prides itself glimpse into the psychology of tomorrow’s on its exclusivity so much so that it exiles affluent buyers. Let's take Sterling's insights and members that don't follow its terms of use to the apply them to social media to get an idea of "aBigWorld." Its elite clientele include Ivanka tomorrow's luxury online. Trump, Naomi Campbell, Hiltons and former athletes that can share lux-‐brand experiences, First, we need to understand that affluent web recommendaGons and purchases. users are not concentrated on open social pla_orms like Facebook. In fact, only 11 percent Much like aSmallWorld.com, Gilt Groupe is a of affluent users are on Facebook, according to a gated, invite-‐only community, but focues on lux-‐ study by the Luxury InsGtute. deals. Sterling found Gen Y needs to raGonalize their exorbitant purchasing decisions. The aspiring rich and famous aspire to gain status among an exclusive network. The majority, or 2/3 One way of doing that is finding the best deal. Gilt of affluent Gen Yers thrive on “the secret Groupe helps Gen Y raGonalize buying $5,000 handshake.” In other words, they seek exclusivity drop-‐crotch designer trousers. The lux-‐deal Image by Kostya Kisleyko from Stock.Xchng

How Retailers Are Using Social Media to Promote, Sell, and Engage By Chanhtha Thach, ContribuGng Writer There are plenty of other social media methods looking at you spam email, social media retailers are using to promote, sell, and engage campaigns engage customers through their own If you haven't heard, the buzz word these days is their more tradiGonal customers (read: privacy voluntary parGcipaGon. Whether it's thousands of "Foursquare." A small, New York tech start-‐up paranoids). The most interesGng online retail sites users becoming Facebook fans of their favorite that is on its way to becoming the next biggest these days provide a shopping experience that brand, or following their favorite stores on TwiZer thing in social media. Foursquare is a locaGon-‐ includes blogs, contest promoGons, and links that to catch the latest deals, social media is what it is: based service that allows users to "check in" at immerse the shopper in the brand's culture and social. Buyers are involved because they want to places they frequent in their daily lives. By introduce them to new products that may or may be a part of whatever the retailer has to offer. And encouraging users to do this simple task, not be related to the primary brand. Although in this age of TiVo, spam filters, and pop-‐up ad Foursquare is offering a huge draw to local blogs aren't technically a form of social media, blockers, this type of voluntary parGcipaGon is retailers, and helping to bring back the long-‐ they do elicit users to comment and share. And if what makes social media markeGng invaluable. outdated promoGon tool known as the loyalty they like what they're reading, they'll most likely Instead of being x-‐ed out and deleted, social program. Not long ago considered an ancient and visit the site again for updates. media makes brands worthy of being sought-‐out cliche business tacGc, the loyalty program is and repeatedly viewed. having a rebirth by way of social media sites like Making shoppers feel special and creaGng online Facebook, TwiZer, and newcomer Foursquare. communiGes are both major aspects of social media markeGng. As a lifestyle brand, a retailer Retailers like TasG D-‐Lite are pairing their like Urban Ou_iZers use their Facebook page and tradiGonal loyalty card programs with a social Tweets to not only keep their customers in the media iniGaGve that rewards visitors who Tweet know about discounts and in-‐store events, but to about the brand. Also, when customers swipe promote community-‐oriented things like job their loyalty cards at the register, a branded Tweet opportuniGes, sharing behind-‐the-‐scenes secrets, goes out to their TwiZerverse, creaGng a and divulging music employees are currently promoGonal win-‐win for the frozen yogurt listening to. Looking to be a indie-‐princess or a company. Starbucks has a similar program that is hipster that just walked out of Brooklyn? Fan the being implemented with Foursquare. Each Gme a Urban Ou_iZers page and you'll get all the insider customer "checks in" at their local Starbucks, they info you need. earn points towards free drinks, food, and other rewards. Sounds cute, right? Or scary, for those of So what makes retail and social media a perfect us who don't really like to share. pair? A few things: Where tradiGonal methods of "push" promoGon were seen as invasive-‐-‐here's Image by Roy Mattappallil from Stock.Xchng

FourSquare: What the Buzz is About? By Kenneth Hunt, ContribuGng Writer card at any locaGon and lejng all of their friends potenGal of Foursquare but consider this; before know that they were there. AdverGsers now have MySpace, no one considered posGng pictures of If you’ve been using social networks for the past the ability to aZract their most loyal customers themselves online for everyone to see; and before few years, you’ve seen how the buzz has shied with incenGves, knowing that their dedicaGon to Facebook no one considered posGng their inner from MySpace to Facebook to TwiZer and back to the brand will be published for all their friends to feelings in a status update; and before TwiZer no Facebook. These seemingly organic shis see. one considered tweeGng their every move between virtual worlds have probably le you throughout their vacaGon. Social networks have wondering what might be next on the horizon. Starbucks is one of the largest and most recent changed the way we interact and what we Well, many experts in the digital and social arenas brands to partner with Foursquare. Back in consider private; especially for teens and twenty-‐ have been keeping a close eye on Foursquare. March the coffee giant began experimenGng with somethings. Privacy is no longer something to Foursquare as a customer loyalty tool. Aer a maintain, but something that you must reveal What is Foursquare you ask? In short, it is a visitor has checked in 5 Gmes at any Starbucks when you’re a celebrity, at least among your 300 locaGon-‐based social networking game designed locaGon, they can now unlock the “Barista closest friends. for mobile users to compete with their friends Badge”. Social Media Blog Mashable.com writes, socially in the real world. The Foursquare mobile “With Starbucks on board, there’s no quesGon At this point, Foursquare seems poised for huge applicaGon uses your phone’s GPS funcGon to that Foursquare has all the tools necessary to success. As long as major brands keep joining the locate your whereabouts when you “check-‐in” appeal to — and reach — a mainstream bandwagon, Foursquare can sit back and let them through the app at different locaGons. When audience.” AdverGsers like Starbucks have been do the adverGsing as they see their user base users check-‐in at their favorite restaurant or dreaming of locaGon-‐based adverGsing on mobile skyrocket. This has grabbed the aZenGon of nightclub for example, their friends are noGfied phones and it seems as though Foursquare is now some major digital players such as Yahoo, who are and the user can earn points or unlock badges providing such a pla_orm. reportedly aZempGng to buy the social pla_orm depending on when, where and how oen they for more than $80 million. Michael Arrington of check in. When a user checks in to a specific Some might wonder how an applicaGon that TechCrunch.com suggests that Foursquare would locaGon more than any other user, they are tracks their whereabouts could ever become be making a huge mistake to sell at this point. He known as the Mayor of that locaGon. popular. It sounds too much like an invasion of notes how Yahoo is where “startups go to die” privacy, right? It also sounds like you actually and that founders oen “leave in disgust.” At the How could this change the face of social media have to leave your home to parGcipate (might be same Gme, Facebook and TwiZer are poised to markeGng? Foursquare offers the unique more difficult for the workaholics and family make their way into locaGon-‐based networking opportunity for brands to track and reward folks). In addiGon, you have to remember to which should have Foursquare worried. It looks visitors offline who frequent their real world check-‐in if you want to earn points or badges. like founder Dennis Crowley will have some very venues. It’s like a customer using a frequent diner That’s a legiGmate concern for the growth difficult decisions to make in the near future. We’ll be keeping our eye on Foursquare and look forward to discussing their progress.

Top 5 New AdverGsing DirecGons By Ethan Lyon, Senior Writer championing a new thinking in the adverGsing providesensuring patronage for businesses. It's industry: truly a win-‐win adverGsing model. You are 2.3 seconds behind Roterro214 on the final lap and just about to pass him and... BAM, he EA Sports -‐-‐ EA Sports pulled out all the stops Sponsored Tweets -‐-‐ You've spent months swipes your Porsche and it goes into a spiral roll markeGng its Need for Speed: Shi release. Users building your TwiZer fan-‐base to 6,000. Thanks to across the track. Your dream of winning the Coca-‐ could sign up to win prizes, such as a Coca Cola Sponsored Tweets, it's Gme to cash-‐in. Marketers Cola fridge is dashed yet again. fridge and play a demo version of the game all cra a message and determine the type of within a banner adverGsement. TwiZerers that should spread it. Then they You might think behind the wheel of a Porsche in segment users, much like Google AdWords Grand Turismo or another XBox Live, high-‐ EA's banner ad featured crisp graphics and (locaGon, Gming, etc), and Sponsored Tweets adrenaline racing game. Instead, you're playing a smooth game play -‐-‐ a far remove from the bop-‐ suggests you, the TwiZer influencer, to pass on banner adverGsement for EA Sports new game, George-‐Bush-‐on-‐the-‐head games that populated their message. Need for Speed: Shi. EA's banner game offers MySpace in its early days. glimpse into the future of markeGng. FourSquare -‐-‐ Imagine aer checking into your iAd Network -‐-‐ Steve Jobs offered a glimpse into a favorite cafe, you're given a 10% discount on a tall We are in a transformaGve Gme in adverGsing. We new direcGon in mobile adverGsing with the iAd laZe. FourSquare is a locaGon-‐based game that are transiGoning away from pushing a message to Network. Jobs demonstrated a Toy Story 3 banner rewards you for checking into your favorite adverGsing 2.0, where users select relevant, ad mock-‐up in which users could click the ad and hangouts with badges and mayorships. entertaining content. "If people instead pull bits be transported to a microsite. of informaGon into their lives through a game, Gaining 1 million users in its first year, FourSquare they are more likely to feel a sense of ownership," The microsite enabled users to play games, is the hoZest mobile social network. It's no writes the NY Times. Games are just one way to download wall paper and use GPS to locate a surprise it's trying to moneGze its userbase create consumer / brand ownership. nearby theater featuring Toy Story 3. Jobs' vision through FourSquare for Businesses. TasG D-‐Lite is of adverGsing 2.0 is one where the ad engages the an early parGcipant in the program -‐-‐ offering Much like EA Sports banner adverGsements, user in a deep and interacGve way. discounts to users in two of its New York City marketers are pioneering new ways to engage locaGons. Since TasG D-‐Lite's beta test in 2009, users in fun, informaGve and highly relevant ways Groupon -‐-‐ It's called collecGve buying power. Starbucks has also signed up. -‐-‐ whether it's through high-‐quality, banner ad Groupon borrows principles of crowdsourcing to games or iAd's Toy Story 3 microsite or Groupon's get incredible discounts for its users. Just sign up, Make no mistake, EA Sports, Apple, Groupon, group discount voGng. AdverGsing 2.0 is about vote on your favorite discount and if enough Sponsored Tweets and FourSquare are not having fun. And the following brands are people like it, you can have it. Groupon individually the answer to adverGsing 2.0. Each

Top 5 New AdverGsing DirecGons represents a new mode of thinking that will push how users interact with brand markeGng. If, collecGvely discounted products and services while, the above examples, what could adverGsing look like in 5 years? Combining these examples, you'd have a highly interacGve and engaging ad pla_orm. Imagine walking into Borders Books, checking into FourSquare where it serves up a banner ad. Click on the banner ad, and to gain access to deep-‐ discount coupons, you must play a game. You must collect the Dracula and AcGon Hero badges in the horror and comic secGons, respecGvely. Then Borders gives you a choice of which coupons to download. Because you're in the mood for a laZe, you download the 50% SeaZle's Best coupon, which automaGcally announces the savings to your TwiZerverse. The locaGon-‐based hunt for discounts might not be the complete vision of mobile adverGsing, but it includes many of the emerging elements in adverGsing 2.0: social, interacGve, valuable and most importantly, fun.

Social Networks Across Media Pla_orms By Ethan Lyon, Senior Writer web. Therefore, if you go to Mashable, you can "check ins." MulG-‐tasking smartphones, like become a fan without going to Facebook. "This is iPhone OS 4, make this a definite possibility. Social media exists not only on Facebook.com or a really significant step for Facebook. For years TwiZer.com. Advancements in social media tech, we've been saying that FB is an open pla_orm, “Social media is embedded in our lives. It’s why in parGcular Facebook, enables users across the but now for the first Gme, the likes and interests people go to a restaurant and check Foursquare web to have the uGlity of their favorite social of my Facebook profile link to places that are not before they sit down with their friends,” says networks without ever visiGng its URL. This social Facebook.com...My idenGty is not just definied by AdverGsing Age's Beth Snyder Bulik. And media ubiquity creates a seamless connecGon to things on Facebook, it's defined by things all over Facebook strives to be the ever-‐present social third party sites and enable users to always be the Web." network throughout the web with its Open connected to their favorite social network -‐-‐ Graph. Social media is increasingly becoming whether they're at a train stop or reading their Beyond tradiGonal social communiGes, such as ubiquitous in our every day lives. As such, there is favorite blog. Facebook, geo-‐locaGon services are the hoZest a call for social networks to create a seamless up-‐and-‐comers on the social scene. While experience by connecGng us with the world Every year, Facebook pushes closer to creaGng a Facebook creates a seamless social network on around us -‐-‐ whether that's on our favorite cafe seamless social web. In 2007, it was the Facebook the web, FourSquare does so using locaGon-‐based website or buying a coffee in that very cafe. Pla_orm. In 2008, it was Facebook Connect. "Yelp tech -‐-‐ connecGng your digital and real-‐world is mapping out the part of the graph that relates social lives. Both Facebook and FourSquare are to small businesses. Pandora is mapping out the blurring the lines between our digital browsing part of the graph that relates to music," Facebook and real life by creaGng seamless social networks. CEO, Mark Zuckerberg said at this year's 2010 F8 conference. "If we can take these separate maps What Facebook is doing for the web, FourSquare of the graph and pull them all together, then we is doing for geo-‐locaGon social networks. Gaining can create a Web that's smarter, more social, over one million users in its first year, FourSquare more personalized, and more semanGcally is a clear leader in locaGon-‐based social networks. aware." FourSquare uGlizes the GPS in mobile phones to approximate the posiGon of its users. In 2010, Open Graph aims to Ge these disparate corners of the web together. Users do not have to Users can then "check in" to their favorite hang be on Facebook to interact with it. Part of Open out spots to earn points and ulGmately earn Graph is its "Like" buZons. In 24 hours, Facebook Mayorship status. To create a more seamless served up 1 billion of these buZons across the experience, anGcipate FourSquare to automate its Image by Flavio Takemoto from Stock.Xchng

Using Social Media to Rally Support for PoliGcians By Ethan Lyon, Senior Writer directly and Facebook is about personal, face-‐to-‐ For others, like the Florida Senator Bill Nelson, face community interacGon (figuraGvely speaking, TwiZer enables them to react to events and talk “PoliGcs is about conversaGon, and personal, face-‐ of course). from the heart, so-‐to-‐speak. Nelson tweets about to-‐face interacGon is sGll the foundaGon of that, relevant, current events, "Saddened by Dorothy especially at the local level... broadening my FourSquare -‐ Tech-‐savvy poliGcians are "checking Height’s passing -‐ she certainly le her mark in overall efforts to engage with the community I into" the rapidly growing social pla_orm, America’s history as a pioneer of civil rights," represent,” writes NY State Assemblyman Micah FourSquare. Using FourSquare's locaGon-‐based while showing his dedicaGon to consGtuencies: Kellner (D) to Mashable. To advance the social network, poliGcians can translate online "This oil spill is our worst nightmare come true. conversaGon and mobilize community support, influence into real-‐world support and connecGon I’m asking for invesGgaGon of lobbying on safety social media is becoming a staple of the poliGcal (i.e. rallies and "meet-‐ups"). Patrick Kennedy, who rules by Big Oil." Nelson and other poliGcians tool box. Facebook, TwiZer and other social is currently running for Congress as a Democrat demonstrate an ability to carry on a real Gme networks reinforce poliGcal messages and fuel from Arkansas, is enhancing his grass roots poliGcal narraGve. offline support. Though Facebook and TwiZer campaign through FourSquare, among other have seen several poliGcal seasons, emerging social media. Kennedy regularly "checks in" when YouTube -‐ Though San Francisco Mayor Gavin social networks, such as FourSquare, are only now visiGng consGtuencies, giving supporters the Newsom is known for his Facebook presence, his beginning to make in-‐roads into poliGcs. ability to stop by and meet with him. YouTube channel is a brightspot among his counterparts. Gavin uses YouTube as a direct Each social network requires a different strategic For instance, Kennedy "checks in," saying channel to speak regularly (about once a week) to approach. “What I try to do, both internally and "MeeGng Chief Kirk Lane (@ Benton Police Dept)" his consGtuencies on up-‐to-‐date issues. Based on when working with others on using social media is and an hour later, he's "Gejng ready to meet Gavin's balance between professionalism and to talk about the need or communicaGon gap with County Judge Lanny Fite. (@ Saline County accessibility, the SF mayor clearly understands first, then figure out which tools best fill that need Courthouse)." Kennedy said to CNN, "I do not YouTube as a pla_orm to "get personal" and with or gap," says Brad Blake, MassachuseZs (D) have any personal finances so [I] have to be more users. For instance, Newsom posted a video of Governor Deval Patrick's Director of New Media creaGve in outreach to communiGes and him signing legislaGon that promotes the social and Online Strategy. Indeed, social media strategy consGtuencies. Social media, if used creaGvely, values of SF and explains why it's important to should be tailored to each poliGcal campaign. can do just as an effecGve job." And FourSquare is him and his consGtuencies. However, most social networks have disGnct a creaGve way to let your consGtuencies know benefits. For instance, FourSquare creates real-‐ where they can find you. Facebook -‐ Barack Obama and Sarah Palin are the world impact through a blend of mobile social top two poliGcal heavyweights on Facebook. Is networking and gaming, TwiZer is a reacGve, real-‐ TwiZer -‐ For most poliGcians, TwiZer is a link John McCain or Facebook darling San Francisco Gme medium, YouTube broadcasts messages aggregator to events and favorable news stories. Mayor Gavin Newsom number three? Nope, try

Using Social Media to Rally Support for PoliGcians Manuel "Manny" Villar, a Philipine Senator and president of the Nacionalista Party. With 1.4 million supporters, Manny has taken Facebook by storm. He provides frequent updates and fact-‐ checks to squelch opposiGon gossip. He also promotes loyal fans by re-‐posGng favorable videos. Considering each update receives around 800 comments, it's a big feather in your cap to show your loyalty. For poliGcians, social media is a communicaGons tool that should be in most, if not all, poliGcal media strategies. It is a way for poliGcians to carry on a real Gme narraGve directly with their consGtuencies, parGcularly the younger generaGon, at an aﬀordable cost. Facebook and YouTube enable poliGcians to conGnue their poliGcal narraGve in a highly personal way, while TwiZer and FourSquare give users informaGon to mobilize and show support at rallies and other meetups. As the next poliGcal season approaches in several months, we're excited to see how social media (parGcularly FourSquare) will be uGlized to generate support online and oﬀ. Image by Steve White from Stock.Xchng

How to Use Social Media to Improve Your Health By Ethan Lyon, Senior Writer shelves of workout videos with clips of Yoga and make clarificaGons based on user chaZer. In fact, Pilates poses (see below). YouTube is also a the US Congressional Health Caucus streams most M.K Kellogg helped pioneer one of the first pla_orm to promote the collecGve wisdom of its of its events / meeGngs through its UStream nutriGon movements in America through his users. For instance, Johnson & Johnson channel, channel page. cereal, Kellogg Corn Flakes. Since the beginning of with 1.8 million upload views, focuses on his mission to make America healthier nearly 100 parenGng advice from dozens of parents. Obtain community support -‐ Coping with illness years ago, the health and wellness category has or other health challenges can be difficult when blossomed into a $112.4 billion business. With Evaluate health status -‐ Livestrong, of yellow going it alone. What beZer way to gain support each advancement in communicaGons, the wristband fame, offers a highly interacGve and than from your friends and family on Facebook. consumer health and wellness category grows introspecGve community and digital tools. One of The Fridge Graph app enables users set weight larger and further empowers those seeking a these tools is the MyPlate, which allows users to loss goals, track progress over Gme, challenge healthier lifestyle. Home exercise was popularized track dietary habits and exercise to monitor their friends and family to lose weight together and by VHS (think Richard Simmons), On Demand TV overall health. The concept is nothing new, but connect with Fridge Graph users in forums. channels eliminated casseZes, WebMD put health Livestrong takes health monitoring a step further Support forums are a place to swap Gps on weight on the digital map and now we're witnessing by integraGng it into its home-‐grown, Livestrong loss strategies and other informaGon. Such Health 2.0 with the advent of social media. Unlike community. Members win milestone badges for support groups can give individuals the emoGonal VHS, social media enables users to peel back the monitoring their health, which can then be shared support to make real health impact. layers of informaGon to discover the best possible within the community. soluGon -‐-‐ from expert advice to finding a human Health 2.0 is about unfeZered access to connecGon to help cope with illness. How has the Get advice about disease from experts -‐ Health informaGon and support. Social media enables health and wellness adapted to web 2.0? and wellness columnists are prevalent on sites users to have an all-‐access-‐pass to incredible such as WebMD and Health Central. There is informaGon and community interacGon. YouTube Obtain health informaGon -‐ WebMD is oen the limited expert / audience interacGon, however. replaces many of your dusty exercise DVDs, first source of health informaGon for its 18 million UStream changes this. UStream, a video Livestrong helps you monitor your progress, monthly unique users. It should not, however, be streaming site, features live events with real-‐Gme UStream lets you chat live with experts, and your last stop. YouTube, in parGcular, is an under-‐ chat capabiliGes. Using social media login IDs, Facebook makes losing weight a collecGve effort. uGlized source for health and wellness TwiZer, Facebook, AIM and MySpace, UStream Regardless of which medium you use or how you informaGon. Small businesses and internaGonal enables its audiences to chat about events in real use it, social media is the next evoluGon in brands are featuring user-‐generated and Gme. This real-‐Gme chat comes in handy during consumer health and wellness. professional-‐quality video to promote health and health conferences, like Healthways Well-‐Being wellness. In many ways, YouTube replaces those Summit, where experts can answer quesGons and

About the Authors

We create purposeful impact for the long-run Sparxoo is pioneering the next generation of business that is founded in the principles of: •  Social entrepreneurship •  Real responsibility •  Creative community •  Courageous leadership We fuse left-and-right brain thinking Branding in: Digital Business Development Development We build meaningful relationships Sparxoo builds sustainable relationships while delivering meaningful impact on projects with a purpose. We are expanding our network of socially minded leaders and hope to become a leader in this category.

4400 West Spruce Street, #333 Tampa, FL 33607 646-345-1800 www.Sparxoo.com David Capece Katherine Parsons Ethan Lyon Managing Partner Senior Strategist Senior Writer David@Sparxoo.com Katherine@Sparxoo.com Ethan@Sparxoo.com

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2010 Social Media Trend Report

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2010 Social Media Trend Report Presentation Transcript