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What is Social Media?
“
                                 Social media is like teen sex.
                                 Everyone wants to do it. Nobody knows how.
                                 When it’s finally done there is surprise it’s not better.”
                                 Avinash Kaushik, Analytics Evangelist, Google




photo by Zellaby on flickr.com
Officially, though, social media
is not like teen sex.*



* Phew!
Officially, social media is “an umbrella term
that defines the various activities that integrate
technology, social interaction, and the construction
of words, pictures, videos, and audio.”

http://www.wikipedia.org
It’s also
a fancy way
to describe
the zillions
of conversations
people
are having
online
24/7.




photo by Kris Hoet on flickr.com
What is Social Media?
REASON #1




BECAUSE 3 OUT OF 4 AMERICANS USE SOCIAL TECHNOLOGY.
Forrester, The Growth Of Social Technology Adoption, 2008
REASON #2

BECAUSE 2/3 OF THE GLOBAL INTERNET POPULATION
VISIT SOCIAL NETWORKS.
Nielsen, Global Faces & Networked Places, 2009
REASON #3
BECAUSE VISITING SOCIAL SITES IS NOW THE 4TH MOST
POPULAR ONLINE ACTIVITY—AHEAD OF PERSONAL EMAIL.
Nielsen, Global Faces & Networked Places, 2009




photo by Bruno Girinon flickr.com
REASON #4

Because time spent on social networks
is growing at 3X the overall Internet rate,
accounting for ~10% of all Internet time.
Nielsen, Global Faces & Networked Places, 2009
REASON #5
Because social media is democratizing communications.
Big time.




             “
                       Technology is shifting the power away
                              from the editors, the publishers,
                          the establishment, the media elite.
                      Now it’s the people who are in control.”
                           Rupert Murdoch, Global Media Entrepreneur
REASON #6

BECAUSE SOCIAL MEDIA IS LIKE
           WORD OF MOUTH
              ON STEROIDS.
Because, dear friend, social media
is a force to be reckoned with.




photo by Balakov on flickr.com
13 HOURS
The amount of video uploaded
to YouTube every minute.
412.3 YEARS
The length of time it would take to view every YouTube video.
100,000,000
The number of YouTube videos viewed per day.
13,000,000
The number of articles available on Wikipedia.
3,600,000,000
The number of photos archived on Flickr.com as of June 2009.
That’s roughly 1 photo per every 2 people on the planet.
1382%
The monthly growth rate of Twitter users from January to February 2009.
3,000,000
The average number of Tweets per day on Twitter.com
5,000,000,000
 The number of minutes spent on Facebook each day.
1,000,000,000
The amount of content
(web links,
news stories,
blog posts,
notes,
photos,
etc.)
shared each week
on Facebook.
“   The word blog is irrelevant.
    What's important is that it is now common,
    and will soon be expected,
    that every intelligent person
    (and quite a few unintelligent ones)
    will have a media platform
    where they share what they care about
    with the world.”
    Seth Godin, Author
5,000,000
The number of active Barack Obama
supporters across 15 social networks.


photo by jmtimages (better!) on flickr.com
14,200,000
The number of views Obama’s
famous “Yes We Can” video got
on YouTube.
An additional 15 of the 1,800 official
and 139,000 unofficial Obama
videos received over 1 Million views.


                 photo by EricaJoy on flickr.com
$6,500,000
The amount of money 3 Million online donors
contributed to the 2008 Obama campaign.




photo by jmtimages (better!) on flickr.com
IF FACEBOOK WERE
A COUNTRY,
IT WOULD BE THE 8TH
MOST POPULATED
IN THE WORLD,
JUST AHEAD
OF JAPAN.
Mark Zuckerberg, January 7, 2009
But
wait,
there’s
more.
93% OF SOCIAL MEDIA USERS BELIEVE A COMPANY
SHOULD HAVE A PRESENCE IN SOCIAL MEDIA.
Cone, Business in Social Media Study, September 2008
Believe it or not, that doesn’t mean that 93% of social media users think
companies should treat social media as yet
another channel for broadcasting bullsh*t.
YOU SEE, IT’S SUPPOSED TO BE A DIALOGUE,
NOT A MONOLOGUE.
“Marketers don't understand channels
where you have to talk
and listen at the same time...

The marketing industry's idea
of a two-way communication
is to put an 800 number
or a web address in an ad
and take orders.”


Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009
This couldn't be more obvious
than with email. Your company
has a chance to turn its email
list into a two-way
communication.
Except that most mass emails
from companies are "do not
reply".

"We want to talk to you,"
they say. "But we don't want
to hear back from you. Unless
you want to place an order,
and if so click here."




     Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009
“               The people in charge of talking are in the marketing
                department.

                The people in charge of listening are in the research
                or service or sales department.

                They hardly ever talk to each other, let alone have
                full-duplex conversations with customers.”




Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009
photo by Jamie Mellor on flickr.com
“  This won't fly in social technology
   because the minute you talk,
   people expect you to listen.
   And if you start to listen,
   you'll be tempted to talk.

   It's a full-duplex channel that
   befuddles one-way marketers.”




Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009
FACT:
 Social media
 playtime
 is over.*




*See http://www.forrester.com/Research/Document/Excerpt/0,7211,47665,00.html for more on that topic.
SO, PLEASE.
                         *
STOP PLAYING AROUND &
GET SERIOUS
ABOUT HARNESSING
THE POWER OF THIS THING.

*C’mon, I said please.
85% of social media users believe that a company
should go further than just having a presence
on social sites and should also interact
with its customers.
Cone, Business in Social Media Study, September 2008
“
                                               For companies,
                                               resistance to social
                                               media is futile.
                                               Millions of people are
                                               creating content for the
                                               social Web.

                                               Your competitors
                                               are already there.

                                               Your customers have
                                               been there for a long
                                               time.

                                               If your business isn't
                                               putting itself out there,
                                               it ought to be.”
                                               BusinessWeek, February 19, 2009




photo by Archie McPhee Seattle on flickr.com
Unfortunately, most companies
are still treating social media
like JUST another marketing channel. *




*Oops.
When in fact,
 it’s so much more.*




*Wait for it...
1: PUBLIC RELATIONS
2: CUSTOMER SERVICE
3: LOYALTY-BUILDING
4: COLLABORATION
5: NETWORKING
6: THOUGHT-LEADERSHIP
AND YES,
CUSTOMER ACQUISITION, TOO.
SO,
HERE’S
WHAT
YOU
NEED
TO
DO:
photo by cyndie@smilebig! on flickr.com
Hope is not
a strategy.
photo by quest for the heartstone on flickr.com
photo by eye2eye on flickr.com




STOP THINKING “CAMPAIGNS”.
START THINKING “CONVERSATIONS.
photo by Malingering on flickr.com
And because
I’D hate
to see you
mess IT ALL up,
I’LL ADD THIS
TINY BIT
OF ADVICE:
What is Social Media?
photo by arlen on flickr.com




                               IF YOUR PRODUCT SUCKS,
                               SOCIAL MEDIA WON’T FIX IT.
(HOWEVER, IF YOUR CUSTOMER SERVICE SUCKS,
SOCIAL MEDIA CAN HELP.)
photo by gari.baldi on flickr.com




IF YOUR REPEAT BUSINESS SUCKS,
SOCIAL MEDIA CAN HELP.
IF YOUR COMPANY’S WORD OF MOUTH SUCKS,
SOCIAL MEDIA CAN HELP.
Final words of
wisdom: *




*a.k.a. The dramatic finale.
Never
forget
the
basic
rules.
RULE #1: LISTEN




• Google Alerts
• TweetDeck
• SocialMentions
• RSS


(FOR STARTERS)
RULE #2: ENGAGE
RULE #3: MEASURE
• Audience
• Engagement
• Loyalty
• Influence
• Action


(METRICS SHOULD MAP TO GOALS. PERIOD.)
NOW
GO OUT
THERE
& GET
SOCIAL!
Espresso
THANK                                                   http://brandinfiltration.com


YOU                                                     TORONTO
                                                        e: jacquelyn@brandinfiltration.com
                                                        t: @infiltrators
VERY                                                    BOSTON
                                                        e: marta@brandinfiltration.com
MUCH                                                    t: @mzkagan




All photos in this presentation were purchased from iStockPhoto.com unless otherwise noted.

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What is Social Media?

  • 2. Social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done there is surprise it’s not better.” Avinash Kaushik, Analytics Evangelist, Google photo by Zellaby on flickr.com
  • 3. Officially, though, social media is not like teen sex.* * Phew!
  • 4. Officially, social media is “an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio.” http://www.wikipedia.org
  • 5. It’s also a fancy way to describe the zillions of conversations people are having online 24/7. photo by Kris Hoet on flickr.com
  • 7. REASON #1 BECAUSE 3 OUT OF 4 AMERICANS USE SOCIAL TECHNOLOGY. Forrester, The Growth Of Social Technology Adoption, 2008
  • 8. REASON #2 BECAUSE 2/3 OF THE GLOBAL INTERNET POPULATION VISIT SOCIAL NETWORKS. Nielsen, Global Faces & Networked Places, 2009
  • 9. REASON #3 BECAUSE VISITING SOCIAL SITES IS NOW THE 4TH MOST POPULAR ONLINE ACTIVITY—AHEAD OF PERSONAL EMAIL. Nielsen, Global Faces & Networked Places, 2009 photo by Bruno Girinon flickr.com
  • 10. REASON #4 Because time spent on social networks is growing at 3X the overall Internet rate, accounting for ~10% of all Internet time. Nielsen, Global Faces & Networked Places, 2009
  • 11. REASON #5 Because social media is democratizing communications. Big time. “ Technology is shifting the power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are in control.” Rupert Murdoch, Global Media Entrepreneur
  • 12. REASON #6 BECAUSE SOCIAL MEDIA IS LIKE WORD OF MOUTH ON STEROIDS.
  • 13. Because, dear friend, social media is a force to be reckoned with. photo by Balakov on flickr.com
  • 14. 13 HOURS The amount of video uploaded to YouTube every minute.
  • 15. 412.3 YEARS The length of time it would take to view every YouTube video.
  • 16. 100,000,000 The number of YouTube videos viewed per day.
  • 17. 13,000,000 The number of articles available on Wikipedia.
  • 18. 3,600,000,000 The number of photos archived on Flickr.com as of June 2009. That’s roughly 1 photo per every 2 people on the planet.
  • 19. 1382% The monthly growth rate of Twitter users from January to February 2009.
  • 20. 3,000,000 The average number of Tweets per day on Twitter.com
  • 21. 5,000,000,000 The number of minutes spent on Facebook each day.
  • 22. 1,000,000,000 The amount of content (web links, news stories, blog posts, notes, photos, etc.) shared each week on Facebook.
  • 23. The word blog is irrelevant. What's important is that it is now common, and will soon be expected, that every intelligent person (and quite a few unintelligent ones) will have a media platform where they share what they care about with the world.” Seth Godin, Author
  • 24. 5,000,000 The number of active Barack Obama supporters across 15 social networks. photo by jmtimages (better!) on flickr.com
  • 25. 14,200,000 The number of views Obama’s famous “Yes We Can” video got on YouTube. An additional 15 of the 1,800 official and 139,000 unofficial Obama videos received over 1 Million views. photo by EricaJoy on flickr.com
  • 26. $6,500,000 The amount of money 3 Million online donors contributed to the 2008 Obama campaign. photo by jmtimages (better!) on flickr.com
  • 27. IF FACEBOOK WERE A COUNTRY, IT WOULD BE THE 8TH MOST POPULATED IN THE WORLD, JUST AHEAD OF JAPAN. Mark Zuckerberg, January 7, 2009
  • 29. 93% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A PRESENCE IN SOCIAL MEDIA. Cone, Business in Social Media Study, September 2008
  • 30. Believe it or not, that doesn’t mean that 93% of social media users think companies should treat social media as yet another channel for broadcasting bullsh*t.
  • 31. YOU SEE, IT’S SUPPOSED TO BE A DIALOGUE, NOT A MONOLOGUE.
  • 32. “Marketers don't understand channels where you have to talk and listen at the same time... The marketing industry's idea of a two-way communication is to put an 800 number or a web address in an ad and take orders.” Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009
  • 33. This couldn't be more obvious than with email. Your company has a chance to turn its email list into a two-way communication. Except that most mass emails from companies are "do not reply". "We want to talk to you," they say. "But we don't want to hear back from you. Unless you want to place an order, and if so click here." Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009
  • 34. The people in charge of talking are in the marketing department. The people in charge of listening are in the research or service or sales department. They hardly ever talk to each other, let alone have full-duplex conversations with customers.” Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009 photo by Jamie Mellor on flickr.com
  • 35. “ This won't fly in social technology because the minute you talk, people expect you to listen. And if you start to listen, you'll be tempted to talk. It's a full-duplex channel that befuddles one-way marketers.” Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009
  • 36. FACT: Social media playtime is over.* *See http://www.forrester.com/Research/Document/Excerpt/0,7211,47665,00.html for more on that topic.
  • 37. SO, PLEASE. * STOP PLAYING AROUND & GET SERIOUS ABOUT HARNESSING THE POWER OF THIS THING. *C’mon, I said please.
  • 38. 85% of social media users believe that a company should go further than just having a presence on social sites and should also interact with its customers. Cone, Business in Social Media Study, September 2008
  • 39. For companies, resistance to social media is futile. Millions of people are creating content for the social Web. Your competitors are already there. Your customers have been there for a long time. If your business isn't putting itself out there, it ought to be.” BusinessWeek, February 19, 2009 photo by Archie McPhee Seattle on flickr.com
  • 40. Unfortunately, most companies are still treating social media like JUST another marketing channel. * *Oops.
  • 41. When in fact, it’s so much more.* *Wait for it...
  • 50. photo by cyndie@smilebig! on flickr.com
  • 51. Hope is not a strategy. photo by quest for the heartstone on flickr.com
  • 52. photo by eye2eye on flickr.com STOP THINKING “CAMPAIGNS”. START THINKING “CONVERSATIONS.
  • 53. photo by Malingering on flickr.com
  • 54. And because I’D hate to see you mess IT ALL up, I’LL ADD THIS TINY BIT OF ADVICE:
  • 56. photo by arlen on flickr.com IF YOUR PRODUCT SUCKS, SOCIAL MEDIA WON’T FIX IT.
  • 57. (HOWEVER, IF YOUR CUSTOMER SERVICE SUCKS, SOCIAL MEDIA CAN HELP.)
  • 58. photo by gari.baldi on flickr.com IF YOUR REPEAT BUSINESS SUCKS, SOCIAL MEDIA CAN HELP.
  • 59. IF YOUR COMPANY’S WORD OF MOUTH SUCKS, SOCIAL MEDIA CAN HELP.
  • 60. Final words of wisdom: * *a.k.a. The dramatic finale.
  • 62. RULE #1: LISTEN • Google Alerts • TweetDeck • SocialMentions • RSS (FOR STARTERS)
  • 64. RULE #3: MEASURE • Audience • Engagement • Loyalty • Influence • Action (METRICS SHOULD MAP TO GOALS. PERIOD.)
  • 66. Espresso THANK http://brandinfiltration.com YOU TORONTO e: jacquelyn@brandinfiltration.com t: @infiltrators VERY BOSTON e: marta@brandinfiltration.com MUCH t: @mzkagan All photos in this presentation were purchased from iStockPhoto.com unless otherwise noted.