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WHAT
IS
SOCIAL MEDIA
NOW?
FOR THE PAST TWO YEARS,
WE’VE DONE OUR BEST
TO ANSWER
ONE SIMPLE QUESTION...
                          2
WHAT
IS
SOCIAL
MEDIA?




         3   3
OUR PROLIFIC USE
OF CAPITAL LETTERS
WAS AIMED
AT DRIVING HOME
THREE CRUCIAL POINTS...   4
#1.
SOCIAL MEDIA IS


HUGE.             5
If Facebook
were a country,
it would be
the third most
populated
in the world,
ahead of the
United States.




                  6
If Facebook
were a country,
it would be
the third most
populated
in the world,
ahead of the
United States.




Only China
& India are
more populated.
                  6
500 BILLION.
The number of minutes spent on Facebook per month.




                                                     7
500 BILLION.
The number of minutes spent on Facebook per month.




                            LAST YEAR, THAT NUMBER WAS A MEASLY 150 BILLION.   7
The amount of content


25 BILLION.
              (web links, news stories,
              blog posts, notes, photos, etc.)
              shared each month on Facebook.




                                                 8
The amount of content


25 BILLION.
              (web links, news stories,
              blog posts, notes, photos, etc.)
              shared each month on Facebook.




                    THAT’S MORE THAN 6X
                    LAST YEAR’S VOLUME.
                                                 8
What is social media NOW?
250
BILLION.
The number of peer influence
impressions Americans
generate per year
via social networks.




                               9
250
BILLION.
The number of peer influence
impressions Americans
generate per year
via social networks.
62% of those impressions
come from Facebook.




                               9
24
HOURS.
The amount of video
uploaded to YouTube
every minute.




                      10
24
HOURS.
The amount of video
uploaded to YouTube
every minute.



          THAT’S MORE THAN DOUBLE
                LAST YEAR’S VOLUME.
                                      10
2 BILLION.
The number of YouTube videos viewed per day.




                                               11
2 BILLION.
The number of YouTube videos viewed per day.
THAT’S TWICE
AS MANY
AS LAST YEAR.




                                               11
4 BILLION.
The number of images hosted on Flickr.




                                         12
4 BILLION.
The number of images hosted on Flickr.




                              THAT’S 13X MORE THAN THE LIBRARY OF CONGRESS.   12
ONE-THIRD.   The proportion of women aged 18-34
             who check Facebook when they first
             wake up—even before going to the bathroom.
                                                          13
NINETY-FIVE.
The percentage of companies using LinkedIn
to find and attract employees.




                                             14
NINETY-FIVE.
The percentage of companies using LinkedIn
to find and attract employees.
59% use Facebook and 42% use Twitter.




                                             14
1 in 6.
The number of marriages last year between
people who met through social media.




                                            15
1 in 6.
The number of marriages last year between
people who met through social media.




                   THAT’S MORE THAN TWICE THE NUMBER OF PEOPLE WHO
                   MET AT BARS, CLUBS, AND OTHER SOCIAL EVENTS COMBINED.
                                                                           15
27 MILLION.
The average number of “tweets” per day on Twitter.




                                                     16
27 MILLION.
The average number of “tweets” per day on Twitter.




                                                     THAT’S 8X LAST YEAR’S VOLUME.
                                                                                     16
7 HOURS.
The time it took for LeBron James to amass
his first 150,000 Twitter followers.




                                             17
7 HOURS.
The time it took for LeBron James to amass
his first 150,000 Twitter followers.
It took Bill Gates 8 hours to reach 100,000.




                                               17
#2.
SOCIAL MEDIA IS

AWESOME.          18
http://mostawesomestthingever.com/

                                 19
http://www.youtube.com/blendtec

                                  20
http://www.ted.com

                 21
http://sadkeanu.tumblr.com/

                          22
http://sadkeanu.tumblr.com/

                          22
http://sadkeanu.tumblr.com/

                          22
http://sadkeanu.tumblr.com/

                          22
http://mashable.com/2010/07/06/prince-the-internet-is-over




#3.
SOCIAL MEDIA IS
OVER.                                                                     23
WAIT.
THAT’S CRAZY TALK.

SOCIAL MEDIA IS                                                       *


DEFINITELY NOT OVER.
*Regardless of what the Artist Formerly Known as Relevant has to say about it.   24
25
After 23 years and hundreds of millions
of dollars spent on Super Bowl ads,
one of the world’s biggest brands
shifted gears in 2010 by opting out
of the Super Bowl and pouring
1/3 of its annual marketing budget
into a cause-driven social marketing
campaign called The Refresh Project.
http://www.refresheverything.com/




                                          25
“
    At the President’s urging and by his example, the
    entire Federal Government has bounded into the
    world of social-networking. Twenty-five agencies now
    have YouTube channels. The Library of Congress has
    begun posting thousands of free historical photos on
    Flickr. In the past week alone, about thirty agencies,
    including the White House have joined Facebook.”
                                                Time, May 2009




                                                                 26
27
In 2010, Ford kicked off The Fiesta Movement,
a social media campaign in which they literally
handed 100 young influencers the keys to a
Ford Fiesta, asking them only to engage in
monthly “missions” and to document and share
these missions via social media. After
generating 31,000 pieces of original content,
tens of millions of media impressions, and a
slew of high-profile media coverage, The Fiesta
Movement achieved what was once unthinkable:
making 60% of the public aware of a car that
hadn’t yet even debuted in the US—without
spending a dime on traditional media.

http://www.fiestamovement2.com/                    27
28
Even the U.S. military is kicking some serious
social media butt: actively using Facebook,
YouTube, Flickr, and Twitter to not only recruit
the next generation of soldiers, but to support
them in sharing their stories.
http://www.goarmy.com/                             28
“
    Kids are leading the world’s transition to digital media.
     This is in part because kids aren’t afraid of technology
      and in part because kids haven’t spent years getting
                                      used to anything else.


          So if you want a sense
           of where the world’s
                     media habits
                     are headed,
                  it makes sense
                        to watch
                        what kids
                      are doing.”
                                                          Generation M2:
                                 Media in the Lives of 8- to 18-Year-Olds,
                                               Kaiser Family Foundation
                                                             January 2010




                                                                             29
“
           Kids are leading the world’s transition to digital media.
            This is in part because kids aren’t afraid of technology
             and in part because kids haven’t spent years getting



P.S.
                                             used to anything else.


                 So if you want a sense
                  of where the world’s
                            media habits
                            are headed,
                         it makes sense
                               to watch
                               what kids
                             are doing.”
                                                                 Generation M2:
                                        Media in the Lives of 8- to 18-Year-Olds,
                                                      Kaiser Family Foundation
                                                                    January 2010




                                                                                    29
“
               Kids are leading the world’s transition to digital media.
                This is in part because kids aren’t afraid of technology
                 and in part because kids haven’t spent years getting



P.S.
                                                 used to anything else.


               So if you want a sense
                of where the world’s
MO RE THAN HALF  OF THE HUMAN
                          media habits
                          are F 30.
              THE AGE Oheaded,
RACE IS UNDER          it makes sense
                             to watch
                             what kids
                           are doing.”
                                                                     Generation M2:
                                            Media in the Lives of 8- to 18-Year-Olds,
                                                          Kaiser Family Foundation
                                                                        January 2010




                                                                                        29
“
                Kids are leading the world’s transition to digital media.
                 This is in part because kids aren’t afraid of technology
                  and in part because kids haven’t spent years getting



P.S.
                                                  used to anything else.


                So if you want a sense
                  of where the world’s
MO RE THAN HALF    OF THE HUMAN
                           media habits
                           are F 30.
               THE AGE Oheaded,
RACE IS UNDER           it makes sense
                              to watch
         THEY’VE NEVER KNOWN LIFE
                              what kids
         WITHOUT THE INTERNET.
                            are doing.”
                                                                      Generation M2:
                                             Media in the Lives of 8- to 18-Year-Olds,
                                                           Kaiser Family Foundation
                                                                         January 2010




                                                                                         29
“
                Kids are leading the world’s transition to digital media.
                 This is in part because kids aren’t afraid of technology
                  and in part because kids haven’t spent years getting



P.S.
                                                  used to anything else.


                So if you want a sense
                  of where the world’s
MO RE THAN HALF    OF THE HUMAN
                           media habits
                           are F 30.
               THE AGE Oheaded,
RACE IS UNDER           it makes sense
                              to watch
         THEY’VE NEVER KNOWN LIFE
                              what kids
         WITHOUT THE INTERNET.
                            are doing.”
                                                                      Generation M2:
                                             Media in the Lives of 8- to 18-Year-Olds,


           GUESS HOW THEY FEEL                             Kaiser Family Foundation
                                                                         January 2010




           ABOUT SOCIAL MEDIA?                                                           29
WE THINK IT’S SAFE
TO SAY THAT IN 2010,
THE QUESTION IS
NO LONGER
“WHAT IS SOCIAL MEDIA?”


                 IT’S...
                           30
WHAT IS
SOCIAL MEDIA
NOW?




               31
“
    Social media is the ongoing
    conversation of the planet.
    It is the source of news, it is the connector to the giant multi-celled
    organism called planet Earth. As time goes on, social media is my home
    on the internet. It is my home page, the place where I spend the most time.
    It is where I do business. It is where I hang out with friends.
    It’s where I find out about new movies, television and other products.
    It is my diary. Looking back on my wall, I have a history that is far richer
    than any diary or journal.”
    Kurt Sonderegger, VP Marketing, Ploom, http://www.ploom.com




                                                                                   32
“
    Social media is the vehicle
    by which men have finally
    decided it’s cool—and
    valuable—to open up,
    share, make friends and
    have conversations.
    (Women have know this
    for eons.)”
    Diane Hessan, CEO, Communispace
    http://Communispace.com
                                      33
“
    Social media is
    the mainstream.
    The average Facebook user age
    continues to rise. It’s not just for kids
    anymore.

    It moves the media mouthpiece
    and content distribution into the
    hands of the public.”
    Emily White, Co-Founder, Whitesmith Entertainment
    http://whitesmithent.com




                                                        34
“
               Social media
               is like water. 
On its own, water does some cool
things, but when combined with
other compounds it enabled the
evolution of all forms of life. 

Social media on its own is nice, but
when combined with other tools,
it is enabling everything to evolve,
from communications to business
to politics to marketing.”
Mike Volpe, VP Marketing, HubSpot, http://www.hubspot.com   35
“
Social media is
the best way to
reach your
most influential
customers, and
the only way to
reach your
most cynical
ones.”
    Michael Troiano
    Principal
    Holland-Mark
    http://troiano.me


                        36
“   Social media is the crack cocaine
    of the Internet. We want it, we need it,
    and we go into withdrawal when we don't get enough of it.”
    David Armano, SVP Edelman Digital, http://darmano.typepad.com
                     ,                                              37
“
    Social media is everything
                and nothing.
                       Nothing because social
                 media has become like air to
                        the people who use its
                various forms regularly. It's not
                    "social media" - it's simply
                 letting my friends know what
                  I'm doing/thinking/wishing/
                 etc. through a digital means.

                 Everything because as more
                  people are armed with web-
                enabled smartphones, there's
                  nothing that can't quickly be
                 shared with a broad group of
                                       people.

                         Governments and big
                    businesses have CCTV; the
                          people have camera
                                     phones.”
             Paul Isakson, Co-Founder, Thinkers & Makers
                         Http://paulisakson.typepad.com

                                                           38
“
    Social media... is a way of thinking...
    It’s not about sales, or ads, or click-
    through rates. It’s about pursuing
    relationships and fostering
    communities of consumers.

    It’s about rethinking how
    you make plans when
    your customers are in
    the center and in control.
    Paul Adams
    Senior User Experience Researcher
    Google
    http://thinkoutsidein.com/blog




                                              39
“
Social media is
the same today
as it was yesterday.
It’s just now reached such a critical mass,
it’s too hard to ignore.

You don’t want to be ‘that guy’
or ‘that brand’ who refuses to adapt
to change and loses touch with reality.”

Julia Roy
Senior Manager, New Media
Coach, Inc.
http://juliaroy.com




                                              40
“
    Now social media IS media.
    And like all media it is at risk of getting corrupted, polluted, overly commercial,
    politicized and too powerful. It is up to all of us to prevent that from happening.”
                                                                                           Shiv Singh,
                                                                        Director Digital Engagement
                                                                                      & Social Media
                                                                                            PepsiCo.
                                                                         http://goingsocialnow.com




                                                                                                         41
SOCIAL MEDIA IS
DRAMATICALLY
LEVELING THE PLAYING FIELD
& CONNECTING US LIKE
NEVER BEFORE.
                             42
“   Nestle Caves to
    Activist Pressure
    on Palm Oil
    After a two month campaign against
    Nestle for its use of palm oil linked to
    rainforest destruction spearheaded by
    Greenpeace, the food giant has given
    in to activists' demands. The Swiss-
    based company announced today in
    Malaysia that it will partner with the
    Forest Trust, an international non-
    profit organization, to rid its supply
    chain of any sources involved in the
    destruction of rainforests.”
    Mongabay.com, May 17, 2010




                                               43
“
    After the election in Iran, cries of protest from supporters of
    opposition candidate Mir-Hossein Mousavi arose in all possible
    media, but the loudest cries were heard in
    a medium that didn't even exist the last
    time Iran had an election.”
    Iran Protests: Twitter, the Medium of the Movement, Time, June 17, 2009
                                                     44                       43
http://www.twitter.com/BPGlobalPR   45
BP’s official Twitter account:
16,000 followers.



                                 http://www.twitter.com/BPGlobalPR   45
BP’s official Twitter account:   Satirical (anonymously-run)
16,000 followers.                         BP Twitter account:
                                  180,000 followers.

                                         http://www.twitter.com/BPGlobalPR   45
“     So what is th
      is, FORG
      own
                          e point of all thi
                    ET YOUR BRAN
               it because it is l
      You can spen
      trying to
                           d all sorts of tim
                    manufacture pu
                                                  s?  The point
                                            D.  You don't
                                   iterally nothing. 
                                                    e and money
                                           blic opinion,
                    ately, that's up t    o the public,
      but ultim
      n ow isn't t?”
BP’s official Twitter iaccount:      Satirical (anonymously-run)
                                              eBP an behind @BPGlo
                                                                  balPR
                                               ry m Twitter account:
16,000 followers. “Leroy Stick,” the anonymous m
               —
                                           yst
                                           180,000 followers.

                                                   http://www.twitter.com/BPGlobalPR   45
“   After the election in Iran, cries of protest
    from supporters of opposition candidate
    Mir-Hossein Mousavi arose in all possible
    media, but the loudest cries were heard
    in a medium that didn't even exist the
    last time Iran had an election.”
    Iran Protests: Twitter, the Medium of the Movement, Time, June 17, 2009
                                                                              http://www.youtube.com/user/juicystar07




                                                                                                                        46
“
                                                                                  We're still in the process
                                                                                  of picking ourselves up off
                                                                                  the floor after witnessing
                                                                                  first hand the fact that a
                                                                                  sixteen-year-old YouTuber
                                                                                  can deliver us three times
                                                                                  the traffic in a couple of
                                                                                  days that some excellent
                                                                                  traditional media coverage




“
                                                                                  has over five months.
                                                                                  Juicystar07 and new
                                                                                  media, we love you!”

    After the election in Iran, cries of protest
                                               —Michael Fox, CEO, Shoes of Prey,
                                               blogging about how 16yo Blair
    from supporters of opposition candidate (aka Juicystar07)’s video
                                               Fowler
                                               promoting their design-your-own-
    Mir-Hossein Mousavi arose in all possible website became the #1 most
                                               shoes
    media, but the loudest cries were heard worldwideand YouTube.viewed
                                               commented on
                                               video            on
                                                                   #5 most

    in a medium that didn't even exist the                                        http://www.youtube.com/user/juicystar07
    last time Iran had an election.”
    Iran Protests: Twitter, the Medium of the Movement, Time, June 17, 2009

                                                                                                                            46
47
“        Never has so much
         money been raised for
relief so soon after a disaster.
This is a watershed moment.
It’s historic.””

—Albe Angel, Founder and CEO
of Give On the Go, in response to
the outpouring of aid that occurred
via mobile and social media channels
immediately following the 7.2
magnitude earthquake that devastated
Port Au Prince, Haiti. Just two days
after the earthquake, the American
Red Cross had raised over $5 million
from over 500,000 mobile phone users.

http://hope140.org/haiti/


                                        47
“   Concurrently watching TV
    and tweeting is like being
    an armchair referee
    surrounded by a fire
    hydrant of intoxicatingly
    emotional, uncensored
    textual grunts. It...
    screams the
    word “global”
    louder
    than the U.N.”
    —Pete Blackshaw, EVP of Neilsen
    Online Digital Strategic Services in a
    recent Advertising Age article titled
    “The World Cup of Social Media.”
                                             48
IN FACT,
SOCIAL MEDIA IS
REDEFINING
VIRTUALLY
EVERYTHING,
INCLUDING
(BUT NOT LIMITED TO)...
                          49
HOW WE WORK.


               50
HOW WE PLAY.


               51
HOW WE LEARN.


                52
HOW WE SHARE.


                53
HOW WE DISCOVER.


                   54
HOW WE CREATE.


                 55
HOW WE COMPLAIN.


                   56
HOW WE CELEBRATE.


                    57
HOW WE MOURN.


                58
HOW WE APPLAUD.


                  59
HOW WE INFLUENCE.


                    60
HOW WE COLLABORATE.


                  61
HOW WE INVESTIGATE.


                  62
HOW WE EVALUATE.


                   63
AND EVEN HOW WE...


                     64
65
ALLSOCIAL MEDIA.
IS NOW
       MEDIA
YET THE BASIC RULES
REMAIN THE SAME.

                      66
RULE #1:
LISTEN
           67
RULE #2:
ENGAGE
           68
RULE #3:
BE REAL.
           69
RULE #4:
BE
RESPECTFUL.   70
RULE #5:
HAVE FUN.
            71
IF YOU HAVEN’T GOTTEN
ON THE TRAIN YET,
DON’T WORRY. YOU WILL.
PRETTY SOON,
YOU’LL HAVE TO.
                         72
“   Media is the connective
    tissue of society.
    Media is how you know when and where your
    friend's birthday party is. Media is how you know
    what's happening in Tehran, who's in charge in
    Tegucigalpa, or the price of tea in China.
    Media is how you know why Kierkegaard
    disagreed with Hegel. Media is how you know
    about anything more than ten yards away.

    All these things used to be separated into public
    media (like visual or print communications made
    by a small group of professionals) and personal
    media (like letters and phone calls made by
    ordinary citizens). Now those two
    modes have fused.
    Clay Shirky, Cognitive Surplus, 2010
                                                        73
ANYWAY,
THAT’S PRETTY MUCH
ALL WE HAVE TO SAY
                 *


ABOUT SOCIAL MEDIA.
            *




*For now.             74
BUT WE’D REALLY LOVE
TO HEAR WHAT
YOU
                     *



HAVE TO SAY ABOUT IT.

*Go to http://brandinfiltration.com/wtf and tell us!   75
Espresso
TELL US   http://brandinfiltration.com/WTF

  WHAT    TORONTO
          e: jacquelyn@brandinfiltration.com

   YOU    t: @infiltrators
                  TORONTO
          BOSTON jacquelyn@brandinfiltration.com
                  e:

 THINK:   e: marta@brandinfiltration.com
                  t: @infiltrators
          t: @mzkagan




                                                  76
CREDITS
All photos in this presentation were purchase on iStockPhoto.com except where noted below.

SLIDE SOURCES                                                                   SLIDE        SOURCES

  6-7     DATA: Facebook - http://bit.ly/12oAN                                    25         DATA: AdAge - http://bit.ly/cKFal6

          DATA: Facebook - http://bit.ly/12oAN                                               DATA: Time Magazine - http://bit.ly/wNHR4
   8                                                                              26
          IMAGE: Hillary Stein on Flickr - http://bit.ly/crV5fH                              IMAGE: The White House on Flickr - http://bit.ly/9YqfWt
   9      DATA: Forrester Research - http://bit.ly/dsG91J                         27         DATA: Business Wire - http://bit.ly/cG5zwy
                                                                                             DATA: Business Insider - http://bit.ly/9niEVi
   10     DATA: Youtube - http://bit.ly/H424X                                     29         DATA: U.S. Census Bureau - http://bit.ly/y7zle

          DATA: Youtube - http://bit.ly/H424X                                                QUOTE: Time Magazine - http://bit.ly/bTnqHD
   11                                                                             42
          IMAGE: ๑ Adam on Flickr - http://bit.ly/bTPVPX                                     IMAGE: Hamed Saber on Flickr - http://bit.ly/d8pQ5B
   12     DATA: Flickr - http://bit.ly/6FgBJ                                      43         QUOTE: Mongabay.com - http://bit.ly/axG7cz
   13     DATA: Mashable - http://bit.ly/aiTfEs                                   44         QUOTE: Huffington Post - http://huff.to/d0CjDm
          DATA: Marketwire - http://bit.ly/aqDctI
   14                                                                             45         QUOTE: 22Michaels.com - http://bit.ly/9PyTt7
          IMAGE: Balakov on Flickr - http://bit.ly/djoz76

   15     DATA: Neatorama - http://bit.ly/aLI3sc                                  46         QUOTE: ABC News - http://bit.ly/6c89sQ

          DATA: Royal Pingdom - http://bit.ly/5zIadJ                                         QUOTE: AdAge - http://bit.ly/ctYLlL
   16                                                                             47
          IMAGE: Mickipedia on Flickr - http://bit.ly/d9sAAd                                 IMAGE: Crystian Cruz on Flickr - http://bit.ly/bei3j7

   17     DATA: Mashable - http://bit.ly/9vKCaa                                   64         IMAGE: Durex

          DATA: Mashable - http://bit.ly/aDUfQ3                                              QUOTE: “Cognitive Surplus” by Clay Shirky
   23                                                                             72
          IMAGE: Rolling Stone                                                               IMAGE: Dominik Schwind on Flickr - http://bit.ly/bkEKBc

                                                                                                                                                       77

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What is social media NOW?

  • 2. FOR THE PAST TWO YEARS, WE’VE DONE OUR BEST TO ANSWER ONE SIMPLE QUESTION... 2
  • 4. OUR PROLIFIC USE OF CAPITAL LETTERS WAS AIMED AT DRIVING HOME THREE CRUCIAL POINTS... 4
  • 6. If Facebook were a country, it would be the third most populated in the world, ahead of the United States. 6
  • 7. If Facebook were a country, it would be the third most populated in the world, ahead of the United States. Only China & India are more populated. 6
  • 8. 500 BILLION. The number of minutes spent on Facebook per month. 7
  • 9. 500 BILLION. The number of minutes spent on Facebook per month. LAST YEAR, THAT NUMBER WAS A MEASLY 150 BILLION. 7
  • 10. The amount of content 25 BILLION. (web links, news stories, blog posts, notes, photos, etc.) shared each month on Facebook. 8
  • 11. The amount of content 25 BILLION. (web links, news stories, blog posts, notes, photos, etc.) shared each month on Facebook. THAT’S MORE THAN 6X LAST YEAR’S VOLUME. 8
  • 13. 250 BILLION. The number of peer influence impressions Americans generate per year via social networks. 9
  • 14. 250 BILLION. The number of peer influence impressions Americans generate per year via social networks. 62% of those impressions come from Facebook. 9
  • 15. 24 HOURS. The amount of video uploaded to YouTube every minute. 10
  • 16. 24 HOURS. The amount of video uploaded to YouTube every minute. THAT’S MORE THAN DOUBLE LAST YEAR’S VOLUME. 10
  • 17. 2 BILLION. The number of YouTube videos viewed per day. 11
  • 18. 2 BILLION. The number of YouTube videos viewed per day. THAT’S TWICE AS MANY AS LAST YEAR. 11
  • 19. 4 BILLION. The number of images hosted on Flickr. 12
  • 20. 4 BILLION. The number of images hosted on Flickr. THAT’S 13X MORE THAN THE LIBRARY OF CONGRESS. 12
  • 21. ONE-THIRD. The proportion of women aged 18-34 who check Facebook when they first wake up—even before going to the bathroom. 13
  • 22. NINETY-FIVE. The percentage of companies using LinkedIn to find and attract employees. 14
  • 23. NINETY-FIVE. The percentage of companies using LinkedIn to find and attract employees. 59% use Facebook and 42% use Twitter. 14
  • 24. 1 in 6. The number of marriages last year between people who met through social media. 15
  • 25. 1 in 6. The number of marriages last year between people who met through social media. THAT’S MORE THAN TWICE THE NUMBER OF PEOPLE WHO MET AT BARS, CLUBS, AND OTHER SOCIAL EVENTS COMBINED. 15
  • 26. 27 MILLION. The average number of “tweets” per day on Twitter. 16
  • 27. 27 MILLION. The average number of “tweets” per day on Twitter. THAT’S 8X LAST YEAR’S VOLUME. 16
  • 28. 7 HOURS. The time it took for LeBron James to amass his first 150,000 Twitter followers. 17
  • 29. 7 HOURS. The time it took for LeBron James to amass his first 150,000 Twitter followers. It took Bill Gates 8 hours to reach 100,000. 17
  • 39. WAIT. THAT’S CRAZY TALK. SOCIAL MEDIA IS * DEFINITELY NOT OVER. *Regardless of what the Artist Formerly Known as Relevant has to say about it. 24
  • 40. 25
  • 41. After 23 years and hundreds of millions of dollars spent on Super Bowl ads, one of the world’s biggest brands shifted gears in 2010 by opting out of the Super Bowl and pouring 1/3 of its annual marketing budget into a cause-driven social marketing campaign called The Refresh Project. http://www.refresheverything.com/ 25
  • 42. At the President’s urging and by his example, the entire Federal Government has bounded into the world of social-networking. Twenty-five agencies now have YouTube channels. The Library of Congress has begun posting thousands of free historical photos on Flickr. In the past week alone, about thirty agencies, including the White House have joined Facebook.” Time, May 2009 26
  • 43. 27
  • 44. In 2010, Ford kicked off The Fiesta Movement, a social media campaign in which they literally handed 100 young influencers the keys to a Ford Fiesta, asking them only to engage in monthly “missions” and to document and share these missions via social media. After generating 31,000 pieces of original content, tens of millions of media impressions, and a slew of high-profile media coverage, The Fiesta Movement achieved what was once unthinkable: making 60% of the public aware of a car that hadn’t yet even debuted in the US—without spending a dime on traditional media. http://www.fiestamovement2.com/ 27
  • 45. 28
  • 46. Even the U.S. military is kicking some serious social media butt: actively using Facebook, YouTube, Flickr, and Twitter to not only recruit the next generation of soldiers, but to support them in sharing their stories. http://www.goarmy.com/ 28
  • 47. Kids are leading the world’s transition to digital media. This is in part because kids aren’t afraid of technology and in part because kids haven’t spent years getting used to anything else. So if you want a sense of where the world’s media habits are headed, it makes sense to watch what kids are doing.” Generation M2: Media in the Lives of 8- to 18-Year-Olds, Kaiser Family Foundation January 2010 29
  • 48. Kids are leading the world’s transition to digital media. This is in part because kids aren’t afraid of technology and in part because kids haven’t spent years getting P.S. used to anything else. So if you want a sense of where the world’s media habits are headed, it makes sense to watch what kids are doing.” Generation M2: Media in the Lives of 8- to 18-Year-Olds, Kaiser Family Foundation January 2010 29
  • 49. Kids are leading the world’s transition to digital media. This is in part because kids aren’t afraid of technology and in part because kids haven’t spent years getting P.S. used to anything else. So if you want a sense of where the world’s MO RE THAN HALF OF THE HUMAN media habits are F 30. THE AGE Oheaded, RACE IS UNDER it makes sense to watch what kids are doing.” Generation M2: Media in the Lives of 8- to 18-Year-Olds, Kaiser Family Foundation January 2010 29
  • 50. Kids are leading the world’s transition to digital media. This is in part because kids aren’t afraid of technology and in part because kids haven’t spent years getting P.S. used to anything else. So if you want a sense of where the world’s MO RE THAN HALF OF THE HUMAN media habits are F 30. THE AGE Oheaded, RACE IS UNDER it makes sense to watch THEY’VE NEVER KNOWN LIFE what kids WITHOUT THE INTERNET. are doing.” Generation M2: Media in the Lives of 8- to 18-Year-Olds, Kaiser Family Foundation January 2010 29
  • 51. Kids are leading the world’s transition to digital media. This is in part because kids aren’t afraid of technology and in part because kids haven’t spent years getting P.S. used to anything else. So if you want a sense of where the world’s MO RE THAN HALF OF THE HUMAN media habits are F 30. THE AGE Oheaded, RACE IS UNDER it makes sense to watch THEY’VE NEVER KNOWN LIFE what kids WITHOUT THE INTERNET. are doing.” Generation M2: Media in the Lives of 8- to 18-Year-Olds, GUESS HOW THEY FEEL Kaiser Family Foundation January 2010 ABOUT SOCIAL MEDIA? 29
  • 52. WE THINK IT’S SAFE TO SAY THAT IN 2010, THE QUESTION IS NO LONGER “WHAT IS SOCIAL MEDIA?” IT’S... 30
  • 54. Social media is the ongoing conversation of the planet. It is the source of news, it is the connector to the giant multi-celled organism called planet Earth. As time goes on, social media is my home on the internet. It is my home page, the place where I spend the most time. It is where I do business. It is where I hang out with friends. It’s where I find out about new movies, television and other products. It is my diary. Looking back on my wall, I have a history that is far richer than any diary or journal.” Kurt Sonderegger, VP Marketing, Ploom, http://www.ploom.com 32
  • 55. Social media is the vehicle by which men have finally decided it’s cool—and valuable—to open up, share, make friends and have conversations. (Women have know this for eons.)” Diane Hessan, CEO, Communispace http://Communispace.com 33
  • 56. Social media is the mainstream. The average Facebook user age continues to rise. It’s not just for kids anymore. It moves the media mouthpiece and content distribution into the hands of the public.” Emily White, Co-Founder, Whitesmith Entertainment http://whitesmithent.com 34
  • 57. Social media is like water.  On its own, water does some cool things, but when combined with other compounds it enabled the evolution of all forms of life.  Social media on its own is nice, but when combined with other tools, it is enabling everything to evolve, from communications to business to politics to marketing.” Mike Volpe, VP Marketing, HubSpot, http://www.hubspot.com 35
  • 58. “ Social media is the best way to reach your most influential customers, and the only way to reach your most cynical ones.” Michael Troiano Principal Holland-Mark http://troiano.me 36
  • 59. Social media is the crack cocaine of the Internet. We want it, we need it, and we go into withdrawal when we don't get enough of it.” David Armano, SVP Edelman Digital, http://darmano.typepad.com , 37
  • 60. Social media is everything and nothing. Nothing because social media has become like air to the people who use its various forms regularly. It's not "social media" - it's simply letting my friends know what I'm doing/thinking/wishing/ etc. through a digital means. Everything because as more people are armed with web- enabled smartphones, there's nothing that can't quickly be shared with a broad group of people. Governments and big businesses have CCTV; the people have camera phones.” Paul Isakson, Co-Founder, Thinkers & Makers Http://paulisakson.typepad.com 38
  • 61. Social media... is a way of thinking... It’s not about sales, or ads, or click- through rates. It’s about pursuing relationships and fostering communities of consumers. It’s about rethinking how you make plans when your customers are in the center and in control. Paul Adams Senior User Experience Researcher Google http://thinkoutsidein.com/blog 39
  • 62. “ Social media is the same today as it was yesterday. It’s just now reached such a critical mass, it’s too hard to ignore. You don’t want to be ‘that guy’ or ‘that brand’ who refuses to adapt to change and loses touch with reality.” Julia Roy Senior Manager, New Media Coach, Inc. http://juliaroy.com 40
  • 63. Now social media IS media. And like all media it is at risk of getting corrupted, polluted, overly commercial, politicized and too powerful. It is up to all of us to prevent that from happening.” Shiv Singh, Director Digital Engagement & Social Media PepsiCo. http://goingsocialnow.com 41
  • 64. SOCIAL MEDIA IS DRAMATICALLY LEVELING THE PLAYING FIELD & CONNECTING US LIKE NEVER BEFORE. 42
  • 65. Nestle Caves to Activist Pressure on Palm Oil After a two month campaign against Nestle for its use of palm oil linked to rainforest destruction spearheaded by Greenpeace, the food giant has given in to activists' demands. The Swiss- based company announced today in Malaysia that it will partner with the Forest Trust, an international non- profit organization, to rid its supply chain of any sources involved in the destruction of rainforests.” Mongabay.com, May 17, 2010 43
  • 66. After the election in Iran, cries of protest from supporters of opposition candidate Mir-Hossein Mousavi arose in all possible media, but the loudest cries were heard in a medium that didn't even exist the last time Iran had an election.” Iran Protests: Twitter, the Medium of the Movement, Time, June 17, 2009 44 43
  • 68. BP’s official Twitter account: 16,000 followers. http://www.twitter.com/BPGlobalPR 45
  • 69. BP’s official Twitter account: Satirical (anonymously-run) 16,000 followers. BP Twitter account: 180,000 followers. http://www.twitter.com/BPGlobalPR 45
  • 70. So what is th is, FORG own e point of all thi ET YOUR BRAN it because it is l You can spen trying to d all sorts of tim manufacture pu s?  The point D.  You don't iterally nothing.  e and money blic opinion, ately, that's up t o the public, but ultim n ow isn't t?” BP’s official Twitter iaccount: Satirical (anonymously-run) eBP an behind @BPGlo balPR ry m Twitter account: 16,000 followers. “Leroy Stick,” the anonymous m — yst 180,000 followers. http://www.twitter.com/BPGlobalPR 45
  • 71. After the election in Iran, cries of protest from supporters of opposition candidate Mir-Hossein Mousavi arose in all possible media, but the loudest cries were heard in a medium that didn't even exist the last time Iran had an election.” Iran Protests: Twitter, the Medium of the Movement, Time, June 17, 2009 http://www.youtube.com/user/juicystar07 46
  • 72. We're still in the process of picking ourselves up off the floor after witnessing first hand the fact that a sixteen-year-old YouTuber can deliver us three times the traffic in a couple of days that some excellent traditional media coverage “ has over five months. Juicystar07 and new media, we love you!” After the election in Iran, cries of protest —Michael Fox, CEO, Shoes of Prey, blogging about how 16yo Blair from supporters of opposition candidate (aka Juicystar07)’s video Fowler promoting their design-your-own- Mir-Hossein Mousavi arose in all possible website became the #1 most shoes media, but the loudest cries were heard worldwideand YouTube.viewed commented on video on #5 most in a medium that didn't even exist the http://www.youtube.com/user/juicystar07 last time Iran had an election.” Iran Protests: Twitter, the Medium of the Movement, Time, June 17, 2009 46
  • 73. 47
  • 74. Never has so much money been raised for relief so soon after a disaster. This is a watershed moment. It’s historic.”” —Albe Angel, Founder and CEO of Give On the Go, in response to the outpouring of aid that occurred via mobile and social media channels immediately following the 7.2 magnitude earthquake that devastated Port Au Prince, Haiti. Just two days after the earthquake, the American Red Cross had raised over $5 million from over 500,000 mobile phone users. http://hope140.org/haiti/ 47
  • 75. Concurrently watching TV and tweeting is like being an armchair referee surrounded by a fire hydrant of intoxicatingly emotional, uncensored textual grunts. It... screams the word “global” louder than the U.N.” —Pete Blackshaw, EVP of Neilsen Online Digital Strategic Services in a recent Advertising Age article titled “The World Cup of Social Media.” 48
  • 76. IN FACT, SOCIAL MEDIA IS REDEFINING VIRTUALLY EVERYTHING, INCLUDING (BUT NOT LIMITED TO)... 49
  • 91. AND EVEN HOW WE... 64
  • 92. 65
  • 93. ALLSOCIAL MEDIA. IS NOW MEDIA YET THE BASIC RULES REMAIN THE SAME. 66
  • 99. IF YOU HAVEN’T GOTTEN ON THE TRAIN YET, DON’T WORRY. YOU WILL. PRETTY SOON, YOU’LL HAVE TO. 72
  • 100. Media is the connective tissue of society. Media is how you know when and where your friend's birthday party is. Media is how you know what's happening in Tehran, who's in charge in Tegucigalpa, or the price of tea in China. Media is how you know why Kierkegaard disagreed with Hegel. Media is how you know about anything more than ten yards away. All these things used to be separated into public media (like visual or print communications made by a small group of professionals) and personal media (like letters and phone calls made by ordinary citizens). Now those two modes have fused. Clay Shirky, Cognitive Surplus, 2010 73
  • 101. ANYWAY, THAT’S PRETTY MUCH ALL WE HAVE TO SAY * ABOUT SOCIAL MEDIA. * *For now. 74
  • 102. BUT WE’D REALLY LOVE TO HEAR WHAT YOU * HAVE TO SAY ABOUT IT. *Go to http://brandinfiltration.com/wtf and tell us! 75
  • 103. Espresso TELL US http://brandinfiltration.com/WTF WHAT TORONTO e: jacquelyn@brandinfiltration.com YOU t: @infiltrators TORONTO BOSTON jacquelyn@brandinfiltration.com e: THINK: e: marta@brandinfiltration.com t: @infiltrators t: @mzkagan 76
  • 104. CREDITS All photos in this presentation were purchase on iStockPhoto.com except where noted below. SLIDE SOURCES SLIDE SOURCES 6-7 DATA: Facebook - http://bit.ly/12oAN 25 DATA: AdAge - http://bit.ly/cKFal6 DATA: Facebook - http://bit.ly/12oAN DATA: Time Magazine - http://bit.ly/wNHR4 8 26 IMAGE: Hillary Stein on Flickr - http://bit.ly/crV5fH IMAGE: The White House on Flickr - http://bit.ly/9YqfWt 9 DATA: Forrester Research - http://bit.ly/dsG91J 27 DATA: Business Wire - http://bit.ly/cG5zwy DATA: Business Insider - http://bit.ly/9niEVi 10 DATA: Youtube - http://bit.ly/H424X 29 DATA: U.S. Census Bureau - http://bit.ly/y7zle DATA: Youtube - http://bit.ly/H424X QUOTE: Time Magazine - http://bit.ly/bTnqHD 11 42 IMAGE: ๑ Adam on Flickr - http://bit.ly/bTPVPX IMAGE: Hamed Saber on Flickr - http://bit.ly/d8pQ5B 12 DATA: Flickr - http://bit.ly/6FgBJ 43 QUOTE: Mongabay.com - http://bit.ly/axG7cz 13 DATA: Mashable - http://bit.ly/aiTfEs 44 QUOTE: Huffington Post - http://huff.to/d0CjDm DATA: Marketwire - http://bit.ly/aqDctI 14 45 QUOTE: 22Michaels.com - http://bit.ly/9PyTt7 IMAGE: Balakov on Flickr - http://bit.ly/djoz76 15 DATA: Neatorama - http://bit.ly/aLI3sc 46 QUOTE: ABC News - http://bit.ly/6c89sQ DATA: Royal Pingdom - http://bit.ly/5zIadJ QUOTE: AdAge - http://bit.ly/ctYLlL 16 47 IMAGE: Mickipedia on Flickr - http://bit.ly/d9sAAd IMAGE: Crystian Cruz on Flickr - http://bit.ly/bei3j7 17 DATA: Mashable - http://bit.ly/9vKCaa 64 IMAGE: Durex DATA: Mashable - http://bit.ly/aDUfQ3 QUOTE: “Cognitive Surplus” by Clay Shirky 23 72 IMAGE: Rolling Stone IMAGE: Dominik Schwind on Flickr - http://bit.ly/bkEKBc 77