Social Media Revolution What Matters And Why

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A presentation to the World Presidents' Organization/New England Forty-Niners Chapter:
Social media is the next wave of internet based communication. Facebook has 250 million users and a market cap of $6.5 billion. Twitter has 23 million users, user growth of 1382% and 54% of Fortune 100 companies use it. LinkedIn is now used by many middle-upper level managers to stay connected professionally. Blog sites are replacing print news writer bylines.

These new tools are complimentary to email as a way of keeping up with sport stars, politicians, CEO's, university and hospital presidents, authors, industry experts, special interests and NE49er's.Information, opinion, reaction, and ease of access are all available with today's tools on your computer or your smart phone.

Videos referenced in this presentation:
Dove Evolution:
www.youtube.com/watch?v=iYhCn0jf46U

Slob Evolution:
www.youtube.com/watch?v=I0u0wWOMIsE

Canceling AOL:
http://www.youtube.com/watch?v=QN9zO5Z1-rI

Sticky Note Experiments
http://www.youtube.com/watch?v=Y1rZqw5bXb4&

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  • Readers Digest just declared bankruptcy. Purchased for $1.6 billion just two years ago, that investment is now worthless This is not a matter of big media vs. Internet; it’s big media vs. small media
  • Great slide capture of some of the key players so far
  • About 30% of all TV ads are vaporized by Tivo today
  • Social Media Revolution What Matters And Why

    1. 1. Social Media Revolution Paul Gillin Author, The New Influencers Secrets of Social Media Marketing
    2. 2. Chaos Theory <ul><li>Small Is the New Big </li></ul><ul><li>Less Marketing is More Marketing </li></ul><ul><li>Gain Control By Giving Up Control </li></ul><ul><li>Publication Is a Beginning, Not an End </li></ul>
    3. 3. From This
    4. 4. To This
    5. 5. Old Media Facts <ul><li>Magazine newsstand sales off 12% in 2008, 22% in 2009 </li></ul><ul><li>TV Guide sold last year for $1; Readers Digest in Chapter 11 </li></ul><ul><li>2009 TV station ad revenue down >20% ( B e rnstein Research) </li></ul><ul><li>Q2 radio ad revenue down 22% ( Radio Ad Bureau) </li></ul><ul><li>NBC prime time audience down 14.3% in the past year </li></ul><ul><li>Cost of reaching 1,000 households with 30-second TV spot in 1986: $8.28 </li></ul><ul><li>In 2008: $22.65 (Media Dynamics) </li></ul><ul><li>NBC and CBS execs have publicly suggested the networks could become cable channels </li></ul><ul><li>Age of average network evening news viewer: 63 </li></ul>
    6. 6. New Media Facts <ul><li>Teens watch 60% less TV than their parents. They spend 600% more time online (Arthur W. Page report) </li></ul><ul><li>Twitter membership up 1,400% last year (Nielsen) </li></ul><ul><li>If Facebook was a country, it would be world’s fifth largest </li></ul><ul><li>% of Americans under 33 on social networking sites: 67 </li></ul><ul><li>% over 55: 9 </li></ul><ul><li>Word-of-mouth marketing spending to hit $3B by 2013 </li></ul>One-third of Americans under 40 say the Daily Show and Colbert Report are replacing traditional news outlets.
    7. 7. Traditional communications
    8. 8. New reality
    9. 9. AOL Hell June 20 June 24 June 26 June 21 June 23 July 14 Today Vincent Ferrari
    10. 10. Customer at the Center The Way We’re Going
    11. 11. 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>
    12. 12. Influence 2.0 Ben Popken Editor in chief <ul><li>18 million monthly visitors </li></ul><ul><li>30-40 daily articles </li></ul><ul><li>Full-time staff of seven </li></ul><ul><li>500 references in Wall Street Journal & New York Times </li></ul><ul><li>More than 34,000 references on Digg.com </li></ul>Ed Magedson Founder <ul><li>30 million monthly visitors </li></ul><ul><li>322,000 published reports </li></ul><ul><li>More than 30 lawsuits </li></ul><ul><li>Never sued successfully </li></ul>
    13. 13. Meet the new influencers Philipp Lenssen Steve Hall Paige Heninger & Gretchen Vogelzang
    14. 14. Self-Appointed Celebrities
    15. 15. So Many Choices
    16. 16. Tools at Your Disposal <ul><li>Discussion Forums – tactical and impersonal </li></ul><ul><li>Blogs – The online equivalent to publications </li></ul><ul><li>Microblogs – Short, fast and frequent </li></ul><ul><li>Podcasts – Add depth, lose interactivity </li></ul><ul><li>Social Networks – Listening posts </li></ul><ul><li>Social Bookmarking Sites – Drive awareness </li></ul><ul><li>Online Video – Flexible but complex </li></ul><ul><li>E-mail Marketing – Ties it all together </li></ul>
    17. 17. New Publishing Lifecycle Becomes a blog entry Feeds a podcast Stokes a white paper That gets tweeted! Begins as a tweet
    18. 18. Publish Everywhere
    19. 19. Promote Yourself
    20. 20. Engage Popular People
    21. 21. Self-Syndication Then Now Server User Search
    22. 22. RSS Is For Machines, Not People
    23. 23. Credibility Through Validation Source: Elliance, Inc.
    24. 24. The Way We Were <ul><li>Message </li></ul><ul><li>Impressions </li></ul><ul><li>Reach & Frequency </li></ul><ul><li>Retention </li></ul><ul><li>CPM </li></ul><ul><li>Recall </li></ul><ul><li>Share of Voice </li></ul><ul><li>Coverage </li></ul><ul><li>Rate Base </li></ul>
    25. 25. The Way We’re Going
    26. 26. Fiskars Swag
    27. 27. Social Network Essentials About Me About Others Our Interests
    28. 28. <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>
    29. 29. 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>
    30. 30. Secrets of New Media <ul><li>Be comfortable </li></ul><ul><li>Be distinctive </li></ul><ul><li>Be brief </li></ul><ul><li>Be kind </li></ul><ul><li>Be honest </li></ul><ul><li>Be offbeat </li></ul><ul><li>Be genuine </li></ul><ul><li>Be shareable </li></ul><ul><li>Be generous </li></ul><ul><li>Be funny </li></ul>
    31. 31. Be Remarkable!
    32. 32. Be Genuine “ We want to make production values as high as they need to be to tell the story, but not so high that they get in the way of the story. If we started using typical TV commercial product shots, our audience would tune out.” Stephen Voltz, Eepybird.com
    33. 33. Thank you! Paul Gillin 508-202-9807 [email_address] www.gillin.com Twitter: pgillin Available on Amazon or from NewInfluencers.com Available on Amazon or from SSMMBook.com

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