1. What’s New in Social Media:
The Latest Trends and Opportunities for Business
Presented by ShesConnected Multimedia
January 25, 2011

2. Your words and images have
as much to do with your
brand as your product…
“Social media is the web”
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3. Why does it matter to your company?
• Increased Brand Awareness
• Reputation Management
• Improved Search Engine Rankings
• Increased Relevant Visitor Traffic
• Improve Sales for their Products or Services
Source: http://www.doshdosh.com/social-media-marketing-campaigns-setting-goals-defining-prospects/

4. Social Media driving growth
Social Media is driving consumer engagement and growth for
brands
The 5 Big Trends:
1. Social functionality makes websites fashionable
again - social integration is key
2. Brands get their content mojo on – leveraging
UGC and earned media (brands are becoming
media companies)
3. Brands jumping into the conversation – building
community management capabilities
4. Social Networking on the go – integrating devices
to the wireless web
5. ROI – reaping the rewards (e.g. making real
money from social media) 4

5. The World has gone Social
If you are a global organization, think beyond Facebook…
North America Soviet Republics
• Facebook – 620 million • Odnoklassniki– 45 million
• MySpace – 130 million
• LinkedIn – 80 million Middle East
• Twitter – 105 million • NetLog– 70 million
Latin America China
• Hi5– 80 million • QZone– 200 million
• Orkut – 100 million (India & Brazil)• Baidu Space – 40 million
• Kaixin001 – 25 million
Europe
Japan
• SkyRocket– 22 million (France)
• Mixi– 24 million
• Badoo – 86 million (Europe & LATAM)
Korea
Teen Oriented – Global 31 markets • CyWorld– 24 million
• Habbo– 162 million
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Source: Morgan Stanley, Alexa,

6. Social Media
How big is it? More recent stats…
Facebook
• More than 620 million active users
• 50% of active users log on to Facebook in any given day
• Average user has 130 friends
• People spend over 700 billion minutes per month on Facebook
• Average user is connected to 80 community pages, groups and events
• Average user creates 90 pieces of content each month
• More than 30 billion pieces of content (web links, news stories, blog posts, notes,
photo albums, etc.) shared each month
• There are more than 150 million active users currently accessing Facebook
through their mobile devices and are twice as active non-mobile users
SOURCE: http://www.facebook.com/press/info.php?statistics

7. Social Media
Insert lead in sentence – How big is it?
Twitter
• 105 million registered users and adding 300,000 users a day
• In 2008 there were 300,000 tweets per day, by 2009 it had grown to 2.5 million per day.
Today, there 50 million tweets per day—that's an average of 600 tweets per second
YouTube
• Exceeds 2 Billion views per day
• 24 hours of video is uploaded every second
• Average user spends 15 minutes per day watching
• 46 years of YouTube video watched each day on Facebook
• 94 0f Advertising Age 100 advertising on YouTube
• Number of advertisers using display ads on YouTube increased 10 – fold last year
SOURCE:
http://blog.twitter.com/2010/02/measuring-tweets.html , http://www.techradar.com ,
http://www.website-monitoring.com/blog/2010/05/17/youtube-facts-and-figures-history-statistics/

8. Social Media
Insert lead in sentence – How big is it?
Blog Stats
• 133,000,000 blogs have been indexed by Technorati since 2002
• 77% of Internet users read blogs according to Universal McCann
• 60% are 18-44 * 75% have college degrees and 40% have graduate degrees
• One in four has an annual household income of $100K
• Part-Timers, Pros, and Self-Employed Bloggers are blogging as much as or
more than ever (73%, 76% and 80%, respectively), while Hobbyists are
blogging somewhat less
• 15% of Bloggers spend 10 or more hours each week blogging.
• One in five Bloggers report updating on a daily basis
• The most common rate of updating is 2-3 times per week
• The majority of blogs use tags (85%)
SOURCE: http://technorati.com/blogging/feature/state-of-the-blogosphere-2009/

9. Many Brands are starting to get more traffic on
their fan page then their main website
1)
2) 19.3 22 16.4 14.8 14.9 11.1 8.3 7.4 17.4 7.7
1) Source: Adage. August 23, 2010
2) Source: Facebook, January 22, 2011 9

10. Brands as Content Producers
Burberry has embraced the spectrum of content types and have tied them
together to tell their story and express the brand…
Owned Content
- Store design/merchandising- Purchased Content
- Burberry Acoustic-
Brand Enabled Content
- Art Of The Trench-
User Generated Content
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11. Leveraging media
Dolce and Gabbana have done a nice job managing the brand across
media platforms generating great value through earned media…
Owned Media
Web Site
Earned Media
Consumer Blogs
Purchased Media
Outdoor
Shared Media
YouTube Channel
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12. Social Integration
It’s all about being “connected”…
ONLINE FASHION COMMUNITY
HIGHLIGHTS
• Connect directly to facebook,
twitter, and YouTube
• Moderated twitter feed – shows
how Gucci is engaging in the
conversation
• Drives Mobile Adoption
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13. Brands get their Content Mojo on…
Starbucks leverages User Generated Content to gain Strategic Advantage
and engage the consumer
Starbucks - HIGHLIGHTS
• Using consumer suggestions to
drive product, service, and brand
innovation.
• Platform to engage in a dialogue
with the consumer
• Giving consumers their 15 minutes
of fame
• Starbucks generated $67.8 million
of Earned Media in Fall 2010
SOURCE: Media Post 12/07/2010 13

14. Burberry
The consumer’s expression of the brand on Burberry’s website
through that is carefully designed and moderated…
Burberry - HIGHLIGHTS
• Consumers share their story of the
brand
• Functionality lets them share, rate,
comment and connect with their
social circle
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15. Social Sharing, Ratings, and Reviews
We trust recommendations from people we know and are more
likely to purchase when seeing their recommendations…
90% of consumers online trust
recommendations from people they
know; 70% trust opinions of
unknown users
81% of respondents said they'd
received advice from friends and
followers relating to a product
purchase through a social site; 74%
of those who received such advice
found it to be influential in their
decision
83% percent of online shoppers said
they are interested in sharing
information about their purchases
with people they know
Some 70% of Americans say they
consult product reviews or
consumer ratings before making a
purchase
Availability of product ratings was a
factor for 59% of UK shoppers, as
was the availability of user-
generated or consumer product
reviews (57%)
Source: http://www.bazaarvoice.com/resources/stats Compiled from Forrester, eMarketer, eConsultancy,

16. Social is Mobile
One of the most social mediums ever has been the phone. The
Mobile Web makes it even more so…
Sample of Luxury Brands
“There are more than 200 million active users currently
with Mobile Applications
accessing Facebook through their mobile devices. “
“People that use Facebook on their mobile devices are
twice as active on Facebook than non-mobile users.”
Source: http://www.facebook.com/press/info.php?statistics 12/09/2010
MOBILE COMMUNITY - HIGHLIGHTS
• Most luxury brand have launched or are
launching mobile applications
• Mobile applications give the brand the
opportunity to extend the brand into the
social web through integration – like
their web sites
• Mobile gives the brand the opportunity
to provide personalized brand affiliation
and affinity
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17. Engaging in the conversation…at the speed of
conversation…
93% of social media users believe a company should have a
presence in social media, and
85% of social media users believe that a company should go
further than just having a presence on social sites and should
also interact with its customers.
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Source: Cone Social Media Study 2008

18. Community Managers stimulate conversations,
drive communities, and give voice to the brand
• Publishers of Content such as Blogs, video, Content is King – without
articles, web pages
Creators the content SM does not exits
TrueAction
• Post ratings and reviews, comments on
blogs, contributes to online forums Critics Stimulates the conversations
• Invites friends, sends articles
Sweet Spot
to friends Connectors Drives communities
• Maintains and updates profile
Joiners Driving SM
joins groups
growth
• Views profiles, video,
Spectators
Page
reads blogs, reviews
and forum discussions Views
• Looks & leaves Inactives Ø
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19. Community Managers
Community managers are carefully selected to match with
your target demographic
Active across all Active across
Active across Blog
Profile major social targeted / niche
communities
platforms social networks
Cindy
Married, one child, age
11 months. Looking to
work from home and
continue taking care of
Taylor
• Age 33
• Suburbs
• Household income
$85,000
• College degree
•Marketing Background
• Very involved in
neighborhood Moms
Group
• Actively looking for work
from home options. 19

20. They work 2 – 4 hours per day driving
Social Networking Sites
conversation across social media
Blogs & Twitter Network
Word of Mouth
Groups
Forums Measurement &
Reporting
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21. ROI of Social
Brands are generating significant ROI on their Social Media
Efforts….
ROI CASE STUDY - HIGHLIGHTS
• BURBERRY: Social microsites secured 1,000,000 fans and a 10% increase
in same-store sales
• Starbucks: Generated $67.8 million of Earned Media in Fall 2010
• Cadbury: 22,000 fans of Cadbury Wispa petitioned the company on
Facebook to bring back the discontinued chocolate bar. 40 million bars
were released and sold out in 18 weeks, a rate of 4 per second
• Dominos: Credited Foursquare with a 29% pre-tax profit through
promotions that encourage people to check in to their stores
• IKEA: Used one of the most popular and basic functions on Facebook,
tagging pictures, and used it to IKEA’s advantage to promote its
showroom products from sales people to regular people creating
recommendation and advocates all over the world and a +15% lift in
sales.
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SOURCE: Compiled by Barnburner.com 10/19/2010

22. Tools & Tactics

23. There are a multitude of tools to choose from…
The tools and tactics used are a function of your objectives. We have highlighted several tools for
each key tactic. The tools are simply a means to an end. The “end” is to engage in conversations
with your key stakeholders. Social Media is nothing more than a platform to
enable those conversations. Build
Community
Build Buzz
Produce/Share
Engage
Listening

24. Listening tools -
Google Alerts are email updates of the latest relevant Google results (web, news, etc.) based on
your choice of query or topic. Google alerts are a great way to keep abreast of developing news
stories, keeping an eye on posts about your business or competitors, etc. and are very easy to
setup.

25. Twitter, the multi-tasking tool
•Twitter Search (Listening)
•Read tweets (Watching)
•Re-tweet (Sharing)
•@reply (Commenting)
•Tweet (Sharing/Producing)
•#hashtag (Curating)
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26. Opportunities for your company?
We have identified a number of improvement opportunities to consider.
The are:
Identify opportunities to integrate social functionality & linkages to the social web from
your company web site.
Integrate “share” , “comment”, and ‘rate” functionality
Develop Social Media Strategy to leverage User Generated Content & Earned media
Develop Social promotional elements that are tied to company and industry events
Integrate Social Media into your Editorial Calendar
Develop Community Management Capabilities
Identify & recruit key industry bloggers
Develop Social Media Measurement system & integrate into marketing dashboard
(incorporate ROI into measurement system)
Integrate core social functionality into Mobile roadmap
Identify and incorporate key international Social Networks into your overall social media
strategy
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27. Why ShesConnected?
ShesConnected focuses on two things; social media
and community management
100% Social Media Community Unique
Focus Management Expertise
on + =
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28. We have real social networking experience
We built our own social network just for women. We own and operate
ShesConnected.com giving us access to socially connected women. Our
blogger directory and database gives us access to engaged, digital women.
www.shesconnected.com Member Directory Blog Directory

29. We know digital women
• Our first published research report: The Power
of Social Media & Women in 2009 focused on
the attitudes and behaviours of women using
social media. Download your free copy today:
(http://shesconnectedmultimedia.com/download_researc
h.php)
• Our research study was profiled in
MarketingProfs, eMarketer, Marketing Charts and
many other publications

30. How we help leading brands build and grow their
communities online
• Community strategy and ideation covering content and
communications planning
• Identification and introduction to online communities and
influencers that matter most to your brand, industry or issue
• Drive community activation and engagement
• Community Moderation: knowing how to keep communities
engaged with and without marketing programs
• Help clients develop organizational models, business
processes, and best practices for ongoing community
engagement
• Measurement and reporting - media monitoring, earned
media reporting, and conversation mining

31. Thank You!
www.shesconnected.com
www.shesconnectedmultimedia.com
Mark Grindeland, co-founder & Chairman
mark@shesconnected.com
Donna Marie Antoniadis, co-founder & CEO
donna.marie@shesconnected.com
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