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Gillin Knight 04 09

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Paul Gillin's presentation for Knight Digital Media

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Gillin Knight 04 09

  1. 1. Social Networks: New Architecture of the Web Paul Gillin Poynter/NewsU Webinar April 14, 2009
  2. 2. New Media Rules <ul><li>Mainstream media is downsizing </li></ul><ul><li>New voices are gaining influence </li></ul><ul><li>Citizens are becoming publishers </li></ul><ul><li>You must meet them on their turf </li></ul><ul><li>Speed trumps quality </li></ul><ul><li>Small is the new big </li></ul>
  3. 3. Traditional communications
  4. 4. New reality
  5. 5. The Numbers <ul><li>Active blogs on the Internet: 25-40 million </li></ul><ul><li>Social networks: 2,900 </li></ul><ul><li>Social network service providers: >100 </li></ul><ul><li>Active Facebook members: 175 million </li></ul><ul><li>Corporations with social media campaigns: >300 </li></ul><ul><li>Photos on Flickr: 3 billion </li></ul><ul><li>Daily Twitter messages: 6 million </li></ul><ul><li>Pres. Obama’s Facebook friends: 5.9 million </li></ul>
  6. 6. The Many Arms of Social Media Cost to user = $0
  7. 7. Whom Do Consumers Trust? Percent who trust each source Source: Nielsen, Oct., 2007
  8. 8. Self-Organized Communities “ This is the first time we are going to give the Internet a chance to prove itself and see whether it is all hype or genuine.&quot; Cadbury spokesman Quoted in the U.K.’s Telegraph
  9. 9. <ul><li>Niche markets are: </li></ul><ul><li>Knowledgeable </li></ul><ul><li>Engaged </li></ul><ul><li>Responsive </li></ul><ul><li>Helpful </li></ul><ul><li>Spenders </li></ul>
  10. 10. Ready-Made Markets
  11. 11. How We Share Influence PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Consult a professional Readers letters Phone in; TV / Radio Talk to shop worker Personal blog Social network page Widgets Photo sharing site Chat rooms Message boards Video sharing site Comments on blogs Comments on websites Viral emails Wish lists Ratings on retail sites Reviews on retail sites Auction websites Social Bookmarking Chat room Price comparison sites Social shopping sites Talk face to face Consult a professional Readers Letters Phone in; TV / Radio Talk to shop worker Phone call Talk face to face Phone call SMS Email Instant Messenger Talk face to face Talk to shop worker Consumer influence channels Source: Universal McCann Erickson
  12. 12. The New Media Structure BLOGGERS ADVERTISERS PUBLISHERS MEDIA BLOGGERS EDITORS JOURNALISTS CONSUMERS
  13. 13. Essential Elements Profile Friends Groups
  14. 14. New Concepts <ul><li>Friend </li></ul><ul><li>Friend in Common </li></ul><ul><li>Follower </li></ul><ul><li>Profile </li></ul><ul><li>Group </li></ul><ul><li>News Feed </li></ul><ul><li>Poke </li></ul><ul><li>Wall </li></ul><ul><li>Connection </li></ul><ul><li>Answer </li></ul><ul><li>App </li></ul><ul><li>Hash tag </li></ul>
  15. 15. The New Newspaper?
  16. 16. New Kids On The Block
  17. 17. Cultural Norms of Social Media <ul><li>“Transparency” </li></ul><ul><li>Conversation </li></ul><ul><li>Individual </li></ul><ul><li>Courteous </li></ul><ul><li>Sharing </li></ul><ul><li>Attribution </li></ul><ul><li>Suspicion of marketers </li></ul>
  18. 18. Just One Guy Technorati rank: 714 Technorati fans: 146 Google Indexed pages: 3,760 Alex ranking: Top .17% Inbound links: 10,542 Del.icio.us bookmarks: 2,068 New York Times citations: 136 Computerworld citations: 193 InformationWeek citations: 72 Newsletter subscribers: 130,000
  19. 19. Network Efficiency
  20. 20. Twitter’s Curious Appeal
  21. 21. Immediate The Office on Twitter Dell Outlet on Twitter
  22. 22. Interactive Engagement Role-playing games (The Office) Reality Experience (Dove Reality Diaries)
  23. 23. Interactive Engagement Quizzes (USA’s Psych) Immersive (Carnival Funship Island)
  24. 24. Community as Content By contributing to the body of knowledge, members gain insights they couldn’t learn from experts alone Personal finance Travel planning Local services Language education Travel planning How-to video
  25. 25. A Case Study: Motrin Moms
  26. 26. The “Mom Response” <ul><li>More than 15,000 tweets </li></ul><ul><li>More than 400 media stories </li></ul><ul><li>And 3,500 blog entries </li></ul><ul><li>And then there’s YouTube… </li></ul>Courtesy Digitas
  27. 27. Mass Media Pickup Courtesy Digitas
  28. 28. Online Activity Spikes Courtesy Digitas
  29. 29. New Realities <ul><li>Networks connect at gut level </li></ul><ul><li>News spreads with astonishing speed </li></ul><ul><li>New trusted brands emerging </li></ul><ul><li>Action is in micro communities </li></ul><ul><li>Sharing and linking are essential </li></ul><ul><li>Filtering and aggregation are opportunities </li></ul>
  30. 30. Thank you! Paul Gillin 508-202-9807 [email_address] www.gillin.com Available on Amazon or from ww.NewInfluencers.com Coming October, 2008

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