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SOCIAL MEDIABLOCKBUSTER IDEAS FORSMALL BUSINESSES AND NON-PROFITSFPRA CAPITAL CHAPTER - ER 4 PR 2012                      ...
FUNDAMENTALS OF NEW MEDIA • History of Communication (Mass vs. Social) • Growth of the Social Web • New Media Supply Chain...
History of Communication      (Mass vs. Social)                              Where we                              are now...
(Facebook, May 2007)
Social Media: By the NumbersFACEBOOK (est. 2004)955 million – Number of monthly active Facebook users as of July 1, 201254...
The Growth of Facebook (mobile vs. all formats)                               Mobile Monthly Active Users Worldwide (in mi...
Social is the hottest topic today!               Always in the news:Tons of buzz words:    But social is just the   evolut...
NEW MEDIA SUPPLY CHAIN           CONTENT   CONTENT DELIVERY NETWORK      HARDWARE TERMINAL        CONVERSATION
A few content delivery networks…
Hardware terminals of today:
New hardware terminals of tomorrow:
CONTENTDELIVERYNETWORK           CONVERSATION                          CONTENT
Without content, there is no conversation.
GIVE value if you want to GET value in return.
Social Campaign Model1. Identify Opportunities     Research; Monitor current conversation spaces2. Create Remarkable Conte...
The Shift Away from Disruption Marketing“Only twenty years ago, our access was bounded by the books we owned, the TV shows...
TRUST AND TRANSPARENCY• Hierarchy of Trust• Results of 2012 Edelman Trust Barometer Study• Integration and Buy-in from Exe...
HIERARCHY OF TRUST       SOCIAL       EXPERT       GENERAL
Google Image Search for CEO (All Results on Page 1):                                             …woah!
Opaque Ceiling Effect I see what my friends, family, and acquaintances are doing every single day (“people like myself”),b...
Fantastic example of a social savvy executive:
All tweets come directly from Tony Hsieh
Social Media for Small Biz and Non-Profits
Social Media for Small Biz and Non-Profits
Social Media for Small Biz and Non-Profits
Social Media for Small Biz and Non-Profits
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Social Media for Small Biz and Non-Profits

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Presentation given to an audience of small businesses and non-profit organizations at the Florida Public Relations Association Capital Chapter's ER for PR 2012 event.

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Social Media for Small Biz and Non-Profits

  1. 1. SOCIAL MEDIABLOCKBUSTER IDEAS FORSMALL BUSINESSES AND NON-PROFITSFPRA CAPITAL CHAPTER - ER 4 PR 2012 RYAN COHN VP of Digital/Social Operations
  2. 2. FUNDAMENTALS OF NEW MEDIA • History of Communication (Mass vs. Social) • Growth of the Social Web • New Media Supply Chain • Social Campaign Model • Shift Away from Disruption Marketing
  3. 3. History of Communication (Mass vs. Social) Where we are now TV Radio Printing Press
  4. 4. (Facebook, May 2007)
  5. 5. Social Media: By the NumbersFACEBOOK (est. 2004)955 million – Number of monthly active Facebook users as of July 1, 2012545 million – Number of daily active Facebook users as of July 1, 2012538 million – Number of monthly active Facebook users that log in via mobile (7/1/12)100 billion – Estimated number of photos on Facebook by mid-2011TWITTER (est. 2006)225 million – Number of Twitter accounts100 million – Number of daily active Twitter users in 2011 (31.9% annual growth)20.2 million – People following Lady Gaga (Twitter’s most popular user)250 million – Number of tweets per day during October 2011 Years to Reach 50 Million Users:BLOGS Radio (38 Years)39 million – The number of Tumblr blogs TV (13 Years) at the end of 2011 Internet (4 Years) iPod (3 Years)70 million – Total number of WordPress blogs at the end of 2011 Facebook added 100 Million in less than 9 months
  6. 6. The Growth of Facebook (mobile vs. all formats) Mobile Monthly Active Users Worldwide (in millions) Monthly Active Users Worldwide (in millions)1000 950 955 900 901 850 845 800 800 750 739 700 680 650 600 608 550 550 538 500 488 482 450 431 432 400 376 350 360 325 300 305 288 250 242 245 200 196 150 155 129 100 101 75 50 50 0 1-Apr-09 1-Jul-09 1-Oct-09 1-Jan-10 1-Apr-10 1-Jul-10 1-Oct-10 1-Jan-11 1-Apr-11 1-Jul-11 1-Oct-11 1-Jan-12 1-Apr-12 1-Jul-12
  7. 7. Social is the hottest topic today! Always in the news:Tons of buzz words: But social is just the evolution of word of mouth, so let’s break this down…
  8. 8. NEW MEDIA SUPPLY CHAIN CONTENT CONTENT DELIVERY NETWORK HARDWARE TERMINAL CONVERSATION
  9. 9. A few content delivery networks…
  10. 10. Hardware terminals of today:
  11. 11. New hardware terminals of tomorrow:
  12. 12. CONTENTDELIVERYNETWORK CONVERSATION CONTENT
  13. 13. Without content, there is no conversation.
  14. 14. GIVE value if you want to GET value in return.
  15. 15. Social Campaign Model1. Identify Opportunities Research; Monitor current conversation spaces2. Create Remarkable Content “Remarkable” = Content that makes people remark/comment3. Develop Delivery Channels Create a new channel/audience or leverage already existing?4. Manage Conversations Long term necessity; Establish leadership presence
  16. 16. The Shift Away from Disruption Marketing“Only twenty years ago, our access was bounded by the books we owned, the TV showswe watched, and the books in our library. Today, because of the web, we’re seeing anexponential increase in the amount of information that we have access to.“In a world of too much information, the only way to be successful will be to fit inseamlessly and naturally into people’s lives. You can introduce new content and newideas to people, but it will need to feel natural or it will be ignored at best, infuriating atworst. The best way to do this will be through people’s friends.” - Paul Adams, Product Development at Facebook (ex-architect of Google+)
  17. 17. TRUST AND TRANSPARENCY• Hierarchy of Trust• Results of 2012 Edelman Trust Barometer Study• Integration and Buy-in from Executives• Opaque Ceiling Effect
  18. 18. HIERARCHY OF TRUST SOCIAL EXPERT GENERAL
  19. 19. Google Image Search for CEO (All Results on Page 1): …woah!
  20. 20. Opaque Ceiling Effect I see what my friends, family, and acquaintances are doing every single day (“people like myself”),but I can’t see what is happening in the boardroom. If a business wants to build trust, transparency is a necessity!
  21. 21. Fantastic example of a social savvy executive:
  22. 22. All tweets come directly from Tony Hsieh

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