5 social media trends to watch according to Justin Goldsborough: 1. The increasing business value of social media in engagement, customer service, thought leadership, and lead generation. 2. The importance of listening to social media conversations to avoid costly missteps made by brands that failed to listen. 3. The rise of content marketing through social media personalities like the Old Spice guy. 4. The need to reach the right targeted audiences with your message rather than just focusing on numbers of followers. 5. The blurring lines between traditional and social media as journalists increasingly use sources from Twitter and Facebook.

1. 5 social media trends to watch Presented for KU by Justin Goldsborough (@jgoldsborough) Justin Goldsborough justin.goldsborough@fleishman.com Twitter: @jgoldsborough Blog: www.justincaseyouwerewondering.com LinkedIn: http://www.linkedin.com/in/justingoldsborough 816.512.2236

2. Who am I? Friend Husband Bon Jovi Northwestern Kansas City Royals Social media Volunteer GenY Irish setters @jgoldsborough (#pr20chat) IABC

3. Today’s Agenda Social media landscape 5 trends to watch Business value of social media Listen or lose Content marketing Reaching the right people Blurring of media and social media 5 things you can do today Q&A

4. Social media revolution 4

5. Social media landscape 5 345 million worldwide monthly viewers 100 million users worldwide 100 million monthly visitors 500 million members worldwide

6. 1. Business value of social media

9. Social network use is growing

10. What is it? Social networking site that allows real-time connection between friends and brands.

12. Profile, fan or group

13. Customize

14. Wall, photos, applications, custom tabs, videos

15. Connect

16. Events, comments, offers, customer service 99%

17. Micro-blogging platform that allows users to share thoughts, ask questions in 140 characters or less. What is it?

19. Develop a handle,create bio, find follow-ees

20. Customize

21. Listen, Tweet, ReTweet (RT), Direct Message (DM)

22. Connect

24. What is it? Video sharing site where users can upload, view and share video clips.

26. Create account,upload video

27. Customize

28. Film videos, tag videos, build and brand channel

29. Connect

30. Engage, vote, upload videos that answer customer questions/issuesYouTube is the second largest search engine on the Internet… and it’s not a search engine. Just ask Rebecca Black 

31. What is it? Social networking site that allows real-time connection between working professionals.

33. Individual profile

34. Customize

35. Find connections you want to add to your network for personal or professional reasons

36. Connect

38. 2. Listen or Lose

39. My favorite social media case study

40. A company that specializes in pain relief finds itself in pain after its video targeted at moms backfires. Many influential moms begin tweeting their discontent with the brand, which has endured more than 1,000 negative tweets and ended up in the New York Time by the time it posts an apology 48 hours after the “uprising” begins. Case study No. 1

41. Making moms mad

42. Making moms mad

43. A customer accuses your airline of breaking his guitar and asks you to replace it. After a year of contacting your customer service team to no avail, this customer creates a YouTube video explaining his situation and the viewers begin piling up…in the thousands and eventually, millions. Case study No. 2

44. United Breaks Guitars 10 million views

45. From YouTube to CNN and ABC 27

46. Financial Impact ($180 million) -10%

47. Two of your restaurant employees thought it would be funny to do some “gross” things with the food you serve in the kitchen and they filmed it, posted it online. The outcry online is strong and crosses multiple channels – YouTube, Twitter, Facebook, blogs. Your company has no official social media presence. Case study No. 3

48. Much worse than The Noid!

49. Dominos Ramon was listening, responding 125,000 embeds

50. Then Dominos listened, responded

51. Pizza turnaround campaign

52. Sales on the rise 14%

55. Consumers turning to Gatorade for expertise

56. Drove more than 700 visits to product locator

59. PR distribution process changes

61. Old Spice guy

62. 3rd-party advocacy=marketing

63. People share awesome

64. 4. Reaching the right people

66. Your brand here Reaching the right eyeballs, not all eyeballs New Math: 5,000 people who sought out your message are more valuable than 5 million who didn’t.

67. Shifting sources of trust of consumers trust recommendations from peers 78% 14% of consumers trust advertisements {Lecture} {Conversation} Nielsen “Trust in Advertising” Survey, 2008

68. The cat food conundrum

69. Targeted blogger outreach

71. Blogs

72. Podcasts andVideos

74. Field Sales

75. Presentations / Demonstrations

76. Sponsorships

77. Television

78. Radio

79. Outdoor

80. Print Ads

82. Media Relations

83. Online Outreach

84. Word of Mouth

85. Product Integration

86. Social Networks

87. Video/Photo Sharing Sites

88. Wikis/Wikipedia

90. Coupons

91. Incentives

93. Physical Mail

94. Email

95. Mobile / TXTEarned Media Paid Media

96. 5. Blurring of media and social media

98. Changing media landscape 52% Twitter 89% Blogs 65% Facebook/LinkedIn Source: Cision, Winter 2009

99. The man who changed Twitter

100. TMZ gets it right

101. Tweets as sources

102. Facebook too

103. Evolution of Journalism

104. News vs the Newspaper

105. 5 things you can do today

106. Implications Five Things To Do Today Check out #prstudchat and #u30pro communities and follow at least one journalist contact on Twitter. Check out Gini’s, Shel’s, Chris’, Mitch’s or Sarah’s blog if you haven’t already. Google yourself and make sure you are “listening.” Keep practicing your writing and storytelling. Network, network, network!

107. Q&A

108. Thank you! Justin Goldsborough justin.goldsborough@fleishman.com Twitter: @jgoldsborough Blog: www.justincaseyouwerewondering.com LinkedIn: http://www.linkedin.com/in/justingoldsborough 816.512.2236 Social Media Strategy