1. Back to Basics:
What Is Social Media?
Scott Peterson
Co-Founder

2. What is social media, really?
Let’s provide some context.
To truly understand it, we need to go
back… way back… to

4. When a man
who wanted
to buy some
corn…

5. Met a farmer
who wanted
to sell some
corn.

6. They talked
about it and
agreed.…an
ancient example
of a market as
a conversation.

7. Now let’s jump forward in time
to 1510 A.D…

8. When a gentleman
who wanted to buy
some jewelry…

9. Visited the local
jeweler.

10. They talked
about it. Made a
deal. Again,
it was a
conversation-
based market.

11. Now let’s speed forward to 1950,
when my dear mother was
unhappy with her detergent.

12. Not much she
could do.
Couldn’t visit the
manufacturer.
Markets had
changed.

13. Mass communications
& markets = top down
Take it or leave it!

14. Then in 1999 came the
Cluetrain Manifesto,
declaring personal computer
technology and the Internet
were bringing back markets
as conversations.

15. The power relationship between
companies and consumers is
changing back to something it had
traditionally been in human
society.

16. Conversation
Social
Community Media Engagement
Sharing Learning

17. file:///mnt/temp/oo/20120509210129/King William HD:Users:King_William:Desktop:Clients_Projects:RelayStationMedia:RSM_PowerPoint Presentation:tide2.png

18. • 51% of consumers are more likely to
buy a product after “liking”
on Facebook
• 56% of consumers are likely to
recommend a brand to a friend after
becoming a fan
(*Hubspot Oct 2011)

19. Pew Internet, State of Social Media 2011

21. • 81% of people in
the financial
sector see
Twitter as the
most important
social network
for their
organization.
– Ciscero, January 2012