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American Logistics Association Social Media Presentation 2010

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American Logistics Association Social Media Presentation 2010

  1. 1. Social Media Overview Presented by:Bill Evans Senior Vice President & Partner Digital Practice Group Lead Fleishman-Hillard October 20th, 2010
  2. 2. In the beginning…
  3. 3. The golden age of advertising
  4. 4. Only 14% of people trust advertisements But 78% of people trustrecommendations of other consumers
  5. 5. Social media adaptation is not about technology adoption. It is about a systemic culturaladoption, across your organization.
  6. 6. The new frontier of marketing is about DRIVING INFLUENCE
  7. 7. What is social media?
  8. 8. Social Media encompasses the millions of tools, sitesand applications which enable consumers to sharevideos, ideas, photos, comments, opinions and personalexperiences on the web.Social Media is also referred to as social networking,crowd-sourcing or “word of mouse.”
  9. 9. The Rise of Social Media• People trust people like themselves• Social media enables easier connections• Channels are fragmenting• Noise is risingUsed correctly, social media will:• Build a brand image• Provide open customer service• Influence opinion and behavior• Foster credibility
  10. 10. Social MediaConversation Social Content OpenEnabling Networks Sharing Platforms YouTubeBlogs Facebook Flickr WikipediaMessage MySpaceBoards Digg Medipedia LinkedInTwitter Delicious
  11. 11. Why does it matter?• 89% of US consumers are online• 91% of journalists use search engines for research• 25% of households no longer watch TV commercials• Young consumers do not read newspaper nor listen to the radio• 77% of U.S. Internet users have visited YouTube
  12. 12. Blogs• 346,000,000 – number of people globally who read blogs and online news sites• 900,000 – average number of content posts in a 24 hour period• 77% – percentage of active Internet users who read them• 59% – percentage of sites that have been active for at least 2 years• Online news sites, by journalists or influential thought leaders, can provide credible platforms for your brand or business
  13. 13. Facebook• 500,000,000 – number of active users• 150,000,000 - number of users who log on to Facebook at least once each day through a mobile device• 170 - number of countries/territories that use Facebook• Two-thirds of comScore’s U.S. Top 100 websites and half of comScore’s Global Top 100 websites have integrated with Facebook
  14. 14. Twitter• 21,000,000 – Number of Twitter users• 12,000,000 – Number of tweets/day• 2375% - Percentage of usage growth in the past 3 months• Japan, Spain, UK and Brazil represent 67% of Twitter’s usage outside of the US• 152 – Number of officially sanctioned government Twitter accounts• 31 – Number of Senators who tweet• 108 – Number of congressman who tweet
  15. 15. YouTube• 200,000,000 – Number of users• 14,800,000,000 – Number of videos viewed in January 2009• 99% – Percentage of online videos watched on YouTube• 78% of all Internet users have visited the site• 101 – Videos watched per person in January• 20 hours – Amount of video being uploaded per minute
  16. 16. Journalists and social networks• 70 percent of journalists said they use social networks to assist in reporting (compared to 41 percent last year)• 69%of journalists go to company websites to assist in their reporting• 66% use blogs and to assist in their reporting• 51% use Wikipedia to assist in their reporting• 48% go to online videos to assist in their reporting• 47% use Twitter and other micro-blogging services to assist in their reporting
  17. 17. Social Media Usage World Wide“Social networking and blogs are now morepopular than e-mail” The increasing reach of “Member Community” Web sites across 2008 Nielsen Online
  18. 18. Channels are being flooded Consumers demand relevance, because noise is rising • Individual social channels must be utilized strategically and with a specific purpose to maximize engagement • The brand must define and utilize context specific voices to provide meaningful content to audiences • Value, entertainment, education, altruism, greed, and attention are all motivating factors for user participation and pass along • Mobile supplements social as mobile enabled tools allow for ‘on the go’ participation and utilization
  19. 19. Social marketing principles• Listen and understand what your audience wants and needs• Utilize compelling engagements to create deeper relationships• Foster a dialogue, but be transparent and honest• Deliver messages where they are most relevant• Be nimble and flexible
  20. 20. So what’s the next big thing?
  21. 21. Location based services• Places combines location specific context with validated ownership• Claiming ownership allows automatic creation of a page for your business, copyright protections. Must be validated.• “Checking in” allows business to provide offers, customer service or CSR programs, leveraging digital at the point of sale
  22. 22. Overcoming availability biases and skeuomorphs
  23. 23. We do what we know• At the risk of oversimplifying, the availability bias is how the prefrontal cortex evaluates risk based on the availability of similar situations it can readily recall when making decisions• A skeuomorph refers to a derivative object which retains ornamental design cues to structure that was necessary in the original Are you doing what’s most effective? Or just what you know?
  24. 24. “If you don’t like change, you’re going to like irrelevance even less” General Eric Shineski, Retired Chief of Staff, US Army
  25. 25. Questions? bill.evans@fleishman.comwww.thehawthorneeffect.com twitter.com/FleishmanNYC (212) 453 – 2216 39

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