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Demystifying Communication In a Digital WorldSocial Media 101Shonali Burke, ABCPresented at Goodwill Industries International’s2009 Summer Learning Event
Media Through the Ages© Imagesofanthropology.comImage: Alibaba.comImage: Library of Congress
“Modern” Age Milestones1600s: ads appear in English weeklies
June 1836: La Pressefirst to include paid advertising in its pages
20th Century: Women enter the business
1920s: Sponsored programming on radio, carries over to TV in the ’50s
1960s: Creativity and the “USP” enter the game
1980s/90s: MTV makes ads the focus, Internet marketing appears
21st Century: Interactive, contextually relevant ads“Old” Media TrendsNewspaper circulation    16% (1997-2007)1Radio listening    14% over last 10 years2Magazine readership   5% over last 5 years3OOH spends     7% over last year4TV usage at an all-time high: 142:29 hours per month on average5Cable TV/Satellite use: more than 65% of US HHs6Ad spends   2-3% in 2008 v.   4-8% forecast71Newspaper Association of America      2Arbitron3MRI Fall Studies     4Outdoor Advertising Association of America     5 6 Nielsen 7NPR Interview with Jack Myers
“New” Media TrendsAverage time on Internet: 27 hrs per month186% of employed Americans use the Internet2Share of adult Internet users on social networking sites   from    8% - 35% (2005-2008)3Video consumption on mobile/Internet devices   between 2 & 4 hrs per month4Internet ad spends    15.2% since last year5#1: Search advertising#2: Display banners#3: Classifieds14 Nielsen2 3 Pew Research        5PriceWaterHouse Coopers
Public Relations TrendsBetween 1990 & 2001:PR sector grew more than 3 times faster than advertising1Between 1990 & 2007:PR “body count”     44%2Advertising “body count”    14%3Social marketing is on the riseSocial media is here to stay1 2 3 PRWeek
The Millennials Are HereSource: Pew Research
Image: http://www.flickr.com/photos/matthamm/2945559128/
The Shiny New ToyPhoto: http://www.flickr.com/photos/fsamuels/3323431435/Cartoon: http://www.flickr.com/photos/hubspot/3196650975/
LinkedIn Update profile
 Status updates
 Groups
 Recommendations
 Q&A
 Blog IntegrationFacebook Grow “fans”
 Post regularly
 Engage
 Encourage action
 Causes
 Integrate Twitter feed, blog posts, FlickrFlickr Smart tagging
 Groups
 Sets
 Integrate with other networksYouTube
Twitter Two-way conversation
 “Listen” (monitor)
 Respond

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Editor's Notes

  1. “Yesterday: 2% - 19%. “Ever used”: 8% - 35%.
  2. Influence & Engagement.