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How Social Media are Revolutionizing Media and Markets


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Social Media is disrupting the media equation by making it possible for organizations and institutions to interact directly with their constituents without the involvement of media organizations. This is an empowering benefit, but it also presents risks to companies that work in highly regulated environments. This presentation looks at the dynamics of the new social media with a particular emphasis on their implications for the health care industry.

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How Social Media are Revolutionizing Media and Markets

  1. 1. How Social Media are Revolutionizing Media and Markets Paul Gillin PR Lifelines in Health Care April 10, 2009
  2. 2. Motrin Headache
  3. 3. 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
  4. 4. Mass Media Pickup Courtesy Digitas
  5. 5. New Media Rules <ul><li>New voices are gaining influence </li></ul><ul><li>Marketers are becoming publishers </li></ul><ul><li>You can now control the message </li></ul><ul><li>Use all means at your disposal </li></ul><ul><li>It’s cheap if you know the tricks </li></ul>
  6. 6. 2008 Newspaper Layoffs Source: Erica Smith (
  7. 7. Media Facts <ul><li>Direct mail performance is declining </li></ul><ul><li>Traditional media is contracting </li></ul><ul><li>Teens watch TV 60% less than their parents </li></ul><ul><li>Teens are online 600% more than their parents </li></ul><ul><li>In 1965, 80% consumers could be reached with three 60-second TV spots </li></ul><ul><li>In 2002, that required 117 TV spots </li></ul>
  8. 8. The New Media
  9. 9. Traditional communications
  10. 10. New reality
  11. 11. The Many Arms of Social Media Courtesy RightNow Technologies Cost to user = $0
  12. 12. 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>
  13. 13. 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
  14. 14. Meet the new influencers Steve Hall Philipp Lenssen Paige Heninger & Gretchen Vogelzang
  15. 15. Conversations Go Mainstream
  16. 16. New Kids On The Block “ Active reach in what Nielsen defines as &quot;member communities&quot; now exceeds e-mail participation by 67 percent to 65 percent. What's more, the reach of social networking and blogging venues is growing at twice the rate of other large drivers of Internet use such as portals, e-mail and search.”   -MediaWeek, 3/9/09
  17. 17. The Power of Friending Profile Friends Groups
  18. 18. Put Communities to Work Needs Definition Product Architecture Iterative Development Field Testing Viral Marketing Peer Support Product lifecycle
  19. 19. Just For Consumers? Think Again Oil & Gas Pros Manufacturing Engineers Farmers Engineers Physicians
  20. 20. Take It To the Public Reinforce Brand Educate Customers Bypass Gatekeepers Create Brand Ambassadors
  21. 21. Grass-roots promotion
  22. 22. Go Where the Audience Is
  23. 23. Lobbying
  24. 24. Awareness
  25. 25. Product Development
  26. 26. Ear to the Ground
  27. 27. Secrets of Engagement <ul><li>Embrace the power of micro community </li></ul><ul><li>Speak to people as people </li></ul><ul><li>Enable sharing and linking </li></ul><ul><li>Filter and aggregate for insight </li></ul><ul><li>Make it a club </li></ul><ul><li>Show that you care </li></ul><ul><li>Never edit or censor </li></ul>
  28. 28. Success Takes Time <ul><li>Daily visits 3X to 4X week 14 average </li></ul><ul><li>Consider spinoffs </li></ul>53+ <ul><li>Make top 10 results for targeted queries </li></ul><ul><li>Traffic becomes self-sustaining </li></ul>40-52 <ul><li>Gain search traction </li></ul><ul><li>Generate inbound links </li></ul>14-39 <ul><li>Build awareness </li></ul><ul><li>Show steady growth </li></ul>1-13 Goal Week
  29. 29. Thank you! Paul Gillin 508-202-9807 [email_address] Twitter: pgillin Available on Amazon or from Available on Amazon or from