This document discusses the increasing mainstream adoption of social media. It notes key usage statistics showing growth, such as Facebook reaching 500 million users. It introduces Forrester's "Social Technographic Ladder" model of user types. The document then provides guidance on developing a social media strategy, including understanding your audience and goals, choosing appropriate platforms, creating shareable content, partnering with influencers, and analyzing results. Case studies are provided on successful social media campaigns for brands like Ikea.

1. SOCIAL GOES MAIN STREAM CIARÁN NORRISHEAD OF SOCIAL MARKETING

2. Why?Facts & trends in social How?Putting it into practice Who?Case studies

3. Why?

4. Facebook Breaks 500 Million

5. 1.3m viewers(BARB Oct 2009) 9.2m Viewers Christmas Ep (BARB Dec 2009) 1.8m Breakfast Show (RAJAR Q3 2009) 783,000 UK circulation (ABC Dec 2009) It’s the new mainstream 23m Active Users 12m+ daily reach (25 min session time/day) 2.9m daily readers (ABC Nov 2009) 12.4m Semi-Final (BARB Dec 2009) 250,000 monthly circulation (ABC Nov 2009)

6. THE LADDER Creators Critics Collectors Joiners Spectators Inactives Forrester’s Social Technographic Ladder 2007 ambientlight.ca

7. 7 LONDON, 2005

8. Mobile Internet Usage 80% 55% 10%

9. NEW YORK, 2009 @jkrums

10. 10 THE LADDER’SON ITS SIDE ambientlight.ca

11. 11

12. 12

13. 13

14. But!

15. ONLY 20%OF MOST POPULAR VIDEOS ARE UGC

16. 16 80% OF CONTENT SHARED ON TWITTER IS PROFESSIONALLY PRODUCED

17. OVER 3,000TWEETS AMINUTE

18. TECHNOLOGY BECOMES MORE USABLE

19. How?

20. A udience ims pproach reas ssets ctivation nalyse Process

21. Audience

22. Aims Jeff Milner on flickr

23. DO YOU HAVE THE Approach RESOURCES? WHAT IS YOUR CHOICE ARCHITECTURE? On1stsite on flickr

24. NO REASON TO BE POSITIVE

25. SIMPLE INCENTIVES CAN BE POWERFUL

26. Now we decide whether you need to be on Facebook/Twitter/YouTube/etc... Areas

27. Assets ENSURE CONTENT IS SHAREABLE & TRULY SOCIAL

28. Now we decide whether you need to be on Facebook/Twitter/YouTube/etc... Areas Activation Ivan Walsh on flickr

29. Why else does this matter? Analyse

30. Who?

31. BASE ACTIVITIES ON WHAT CONSUMERS ARE DOING

32. Tagging Ikea

33. 33 MAKE INTERACTIONS EASY,AND SHAREABLE

34. OVER 68 MILLION IMPRESSIONS

35. 35 PARTNER WITH UTILITY

36. MAKING AN EVENT OUT OF ADVERTISING

37. TALK TO THE PEOPLE YOUR AUDIENCE LISTENS TO

39. CONCLUSION DON’T BE SCARED – GET INVOLVED THINK ABOUT WHO YOU WANT TO TALK TO MAKE IT EASY FOR CONSUMERS TO MAKE THE RIGHT CHOICE PICK THE TOOL FOR THE JOB, NOT THE JOB FOR THE TOOL DON’T FORGET ACTIVATION HAVE FUN!

40. CIARAN.NORRIS@MINDSHAREWORLD.COM vistamommy on flickr