This document discusses social media and whether it is an efficient tool or wasteful distraction. It begins by defining social media and explaining how the strategy has shifted from websites pulling in users through ads to platforms pushing out content to users. The document then explores why this shift has occurred and who uses social media. It provides statistics on Facebook usage and considers where social media is used. The document examines how companies can use social media and provides case studies. It concludes by considering whether to learn social media skills yourself or hire experts, and provides resources for learning more.

2. Social Media:
Efficient Tool or Wasteful
Distraction

3. Social Media:
Efficient Tool or Wasteful
Distraction
David Mullings

5. What Is Social Media?

6. The Past
“Pull” Strategy
website

7. The Past
“Pull” Strategy
website ads

8. The Past
“Pull” Strategy
users website ads

9. The Present
“Push” Strategy
users content users
users

10. The Present
“Push” Strategy
users content users
users

11. The Present
“Push” Strategy
users content users
users

12. 101

13. 101

14. 101

15. 101

16. 101

17. 101

18. 101

19. Why?

20. Why?
• “Audience on demand” - digital allows
marketers to buy an audience instead
of space in media

21. Why?
• “Audience on demand” - digital allows
marketers to buy an audience instead
of space in media
• Create relationships for a new era

22. Why?
• “Audience on demand” - digital allows
marketers to buy an audience instead
of space in media
• Create relationships for a new era
• Get invited to the consumer
conversation

23. Who?

24. Who?

25. Fun Facts

26. Fun Facts
If Facebook was a country, it would be the World’s
4th largest

27. Fun Facts
If Facebook was a country, it would be the World’s
4th largest

28. Fun Facts
If Facebook was a country, it would be the World’s
4th largest
Figures for the week ending March 13, 2010
showed that Facebook accounted for 7.1% of US
web traffic, compared with Google’s 7.0%, the
first time it has had a weekly lead.

29. Where?

30. Where?

31. Where?

32. The Big Question:
How Do I Use It?

33. Case Studies

34. Case Studies

35. Relationships for a New
Era

36. Relationships for a New
Era

37. Relationships for a New
Era

38. Relationships for a New
Era

39. Tim Armstrong
President, Advertising and Commerce,
North America, Google

40. “Interrupting people is not as important as being
with them”
Tim Armstrong
President, Advertising and Commerce,
North America, Google

41. Michael Linton,
SVP & CMO, eBay

42. “You may not need to be everywhere if it does not fit your
business model”
Michael Linton,
SVP & CMO, eBay

43. Case Studies:
Online Video

45. Sam Chadha
Director of Marketing, Deodorants, Unilever

46. Sam Chadha
Director of Marketing, Deodorants, Unilever
• Create engaging, relevant and quality content
for users in your target demographic

47. Sam Chadha
Director of Marketing, Deodorants, Unilever
• Create engaging, relevant and quality content
for users in your target demographic
• “The distribution strategy is just as
important as the creative strategy”

48. Final Thought

49. Final Thought
"Whether it's over the air or on the Internet, it's
about content, and online it's our strategy to
reach people wherever they are and bring our
content to them."
Leslie Moonves, President and CEO, CBS Corp.

50. Two Options

51. Two Options
• Learn to do it yourself

52. Two Options
• Learn to do it yourself
• Hire experts and outsource

53. Do It Yourself

54. Do It Yourself
• Find someone who understands social media
and get their help such as a volunteer

55. Do It Yourself
• Find someone who understands social media
and get their help such as a volunteer
• Read some case studies

56. Do It Yourself
• Find someone who understands social media
and get their help such as a volunteer
• Read some case studies
• Buy 1 or 2 books on the topic

57. Do It Yourself
• Find someone who understands social media
and get their help such as a volunteer
• Read some case studies
• Buy 1 or 2 books on the topic
• Read blogs like webinknow.com

58. Booklist

59. Booklist

60. Booklist

61. Booklist

62. Questions?
Contact
David Mullings
876.351.4038/954.683.8326
david.mullings@gmail.com
facebook.com/david.mullings
linkedin.com/in/davidmullings