This document discusses strategies for using social media for small businesses and non-profits. It covers the history of communication from mass media like print, radio, and TV to social media. It also discusses key social media platforms like Facebook and Twitter and their growth. The document outlines the new media supply chain of content, delivery networks, hardware terminals, and conversation. It proposes a social media campaign model of identifying opportunities, creating remarkable content, developing delivery channels, and managing conversations. Finally, it discusses the need to shift from disruption marketing to building trust and transparency through social engagement.

1. SOCIAL MEDIA
BLOCKBUSTER IDEAS FOR
SMALL BUSINESSES AND NON-PROFITS
FPRA CAPITAL CHAPTER - ER 4 PR 2012
RYAN COHN
VP of Digital/Social Operations

2. FUNDAMENTALS OF NEW MEDIA
• History of Communication (Mass vs. Social)
• Growth of the Social Web
• New Media Supply Chain
• Social Campaign Model
• Shift Away from Disruption Marketing

3. History of Communication
(Mass vs. Social)
Where we
are now
TV
Radio
Printing
Press

4. (Facebook, May 2007)

5. Social Media: By the Numbers
FACEBOOK (est. 2004)
955 million – Number of monthly active Facebook users as of July 1, 2012
545 million – Number of daily active Facebook users as of July 1, 2012
538 million – Number of monthly active Facebook users that log in via mobile (7/1/12)
100 billion – Estimated number of photos on Facebook by mid-2011
TWITTER (est. 2006)
225 million – Number of Twitter accounts
100 million – Number of daily active Twitter users in 2011 (31.9% annual growth)
20.2 million – People following Lady Gaga (Twitter’s most popular user)
250 million – Number of tweets per day
during October 2011
Years to Reach 50 Million Users:
BLOGS Radio (38 Years)
39 million – The number of Tumblr blogs TV (13 Years)
at the end of 2011 Internet (4 Years)
iPod (3 Years)
70 million – Total number of WordPress blogs
at the end of 2011 Facebook added 100 Million
in less than 9 months

6. The Growth of Facebook (mobile vs. all formats)
Mobile Monthly Active Users Worldwide (in millions) Monthly Active Users Worldwide (in millions)
1000
950 955
900 901
850 845
800 800
750 739
700
680
650
600 608
550 550 538
500 488
482
450
431 432
400
376
350 360
325
300 305
288
250 242 245
200 196
150 155
129
100 101
75
50 50
0
1-Apr-09 1-Jul-09 1-Oct-09 1-Jan-10 1-Apr-10 1-Jul-10 1-Oct-10 1-Jan-11 1-Apr-11 1-Jul-11 1-Oct-11 1-Jan-12 1-Apr-12 1-Jul-12

7. Social is the hottest topic today!
Always in the news:
Tons of buzz words:
But social is just the
evolution of word of
mouth, so let’s break this
down…

8. NEW MEDIA SUPPLY CHAIN
CONTENT
CONTENT DELIVERY NETWORK
HARDWARE TERMINAL
CONVERSATION

9. A few content delivery networks…

10. Hardware terminals of today:

11. New hardware terminals of tomorrow:

13. CONTENT
DELIVERY
NETWORK
CONVERSATION
CONTENT

14. Without content, there is no conversation.

15. GIVE value if you want to GET value in return.

16. Social Campaign Model
1. Identify Opportunities
Research; Monitor current conversation spaces
2. Create Remarkable Content
“Remarkable” = Content that makes people remark/comment
3. Develop Delivery Channels
Create a new channel/audience or leverage already existing?
4. Manage Conversations
Long term necessity;
Establish leadership presence

17. The Shift Away from Disruption Marketing
“Only twenty years ago, our access was bounded by the books we owned, the TV shows
we watched, and the books in our library. Today, because of the web, we’re seeing an
exponential increase in the amount of information that we have access to.
“In a world of too much information, the only way to be successful will be to fit in
seamlessly and naturally into people’s lives. You can introduce new content and new
ideas to people, but it will need to feel natural or it will be ignored at best, infuriating at
worst. The best way to do this will be through people’s friends.”
- Paul Adams, Product Development at Facebook (ex-architect of Google+)

18. TRUST AND TRANSPARENCY
• Hierarchy of Trust
• Results of 2012 Edelman Trust Barometer Study
• Integration and Buy-in from Executives
• Opaque Ceiling Effect

19. HIERARCHY OF TRUST
SOCIAL
EXPERT
GENERAL

23. Google Image Search for CEO (All Results on Page 1):
…woah!

24. Opaque Ceiling Effect
I see what my friends, family, and acquaintances
are doing every single day (“people like myself”),
but I can’t see what is happening in the boardroom.
If a business wants to build trust,
transparency is a necessity!

25. Fantastic example of a social savvy executive:

26. All tweets come directly from Tony Hsieh