The document discusses how traditional media is declining while new forms of social media are on the rise. It notes that newspaper and magazine circulation is down significantly while time spent on social networks and sharing information online is increasing dramatically. It argues that individuals now have more control over how information spreads and are becoming the new influencers and media themselves through blogging, social networking, and online sharing of content.

1. WORLD WITHOUT
MEDIA: WHAT WILL
FILL THE GAP?
PAUL GILLIN
MITRE
FEBRUARY 22, 2010

2. THE MEDIA IN COLLAPSE
 Small Is the New Big
 Less Marketing is More Marketing
 Gain Control By Giving Up Control
 Publication Is a Beginning, Not an
End

3. THE MEDIA IN COLLAPSE
US Magazine Circulations
2001 circ. 2009 circ. Change
• % decline in circulation of Woman’s 1.61M 410,000 -74%
top 100 newspapers in 2009: Day
10.6 Redbook 556,300 154,600 -72%
• Average age of US daily Playboy 522,800 203,200 -71%
newspaper reader: 57
Country 380,200 134,900 -64%
• Reduction in US newsroom Living
staffs since 2001: 45% National 1.65M 591,300 -64%
• Growth in NBC prime time Enquirer
audience, 2008: -14.3% Reader’s 750,000 270,000 -64%
• Age of average network Digest
evening news viewer: 63 ESPN 54,350 25,200 -63%
Magazine

4. THE MEDIA WORLD WE KNEW

5. THE NEW MEDIA LANDSCAPE
Marathon
I can't find my
Shared bread schedule
good black
pudding w/ http://bit.ly
pants.
@skydiver at /waCMc
Mother's. My life is
now complete.
I'm at Palm Beach
International Airport
(PBI, West Palm
Beach).
Best press
http://4sq.com/4GeLz0
photos of
2009
http://om.ly/f How to Write a
NhW 1 Minute Video
Marketing
Script
http://ow.ly/17x
JE
Comparing Top
Chef Masters
How To Get Well
Restaurants
Prepared For The
#topchef
Website Creation.
http://is.gd/8q4hN
http://bit.ly/aTitVC

6. EACH DAY…
Facebook logs 6 billion minutes of user time (55 minutes per user)
YouTube serves one billion video downloads
People post 1.4 million blog entries
Search engines answer 4.7 billion queries
Twitter processes 34 million messages

7. INTERNET ECLIPSES
NEWSPAPERS
AS PREFERRED NEWS SOURCE
Source: Gallup (Dec., 08)

8. MEDIA FACTS
Direct mail performance is declining
Traditional media is contracting
Teens watch TV 60% less than their parents
Teens are online 600% more than their parents
In 1965, 80% consumers could be reached with
three 60-second TV spots
In 2002, that required 117 TV spots

9. WE, THE MEDIA

10. HOW WE SHARE INFLUENCE
PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE
Talk face to face Personal blog Comments on blogs
Phone call Social network page Comments on websites
Talk face to face
Talk to shop worker Widgets Viral emails
Phone call
Consult a professional Video sharing site Auction websites
Talk face to face Talk to shop worker
Readers Letters Photo sharing site Wish lists
Talk to shop worker Consult a professional
Phone in; TV / Radio Chat rooms Ratings on retail sites
Readers letters
SMS Message boards Reviews on retail sites
Phone in; TV / Radio
Email Social Bookmarking Price comparison sites
Instant Messenger Chat room Social shopping sites
Consumer influence channels
Source: Universal McCann Erickson

11. THE NEW JOURNALISM

13. MASS MEDIA RESPONSE
Courtesy Digitas

14. WHOM DO WE TRUST?
Percent who trust each source
O ther cons umers 78%
C hat/dis cus s ion comments 63%
B log s 61%
B rand s ites 60%
TV/mag az ine 56%
R adio 54%
S pons ors hips 49%
S earch ads 34%
B anner ads 26% Source: Nielsen, Oct., 2007

15. CREDIBILITY THROUGH VALIDATION
Source: Elliance, Inc.

16. BEING VISIBLE
 Search Performance
 Persistent Links
 Content Syndication
 Word of Mouth
 Targeted Communities
 Conversation

17. NEW INFLUENCERS ARE…
 Passionate
 Opinionated
 Focused
 Active
 Sharing

18. THE POWER OF ONE
Technorati rank: 714
Google Indexed pages: 3,760
Alex ranking: Top .17%
Inbound links: 10,542
Del.icio.us bookmarks: 2,068
New York Times citations: 136
Computerworld citations: 193
Newsletter subscribers: 130,000
Schneier on Security

19. PUT COMMUNITIES TO WORK
Peer Needs
Support Definition
Viral Product
Marketing Architecture
Field Iterative
Testing Development

20. SOCIAL NETWORK ESSENTIALS
About
Me
About Others
Interests

21. ONLINE
Repurpose media
GATHERINGS
Announcements
Feedback/testing
Mailing List

22. COMMUNITY AS
CONTENT
By contributing to the body of knowledge, members
gain insights they couldn’t learn from experts alone
Personal finance Travel planning Local services
Travel planning Language education How-to video

23. NEW REALITIES
 Networks connect at gut level
 Information spreads faster from below than
from above
 New trusted brands emerging
 Action moves to micro communities
 Sharing and linking are essential
 Information desert  Information jungle

24. YOU ARE
THE MEDIA

25. PAYOFF
Objectives:
Create awareness for new mainframe value proposition
Increase mainframe awareness with college students
Results:
>250,000 views of first episode
Blog traffic increased 25x
Analyst, Press, Blogger coverage
Screened at Chief Sales Officer Summit, Price
Waterhouse sales training and other venues

26. THE WAY WE’RE GOING
Emerson Process Management Blog (5,800
inbound links)
Indium Solder Bloggers
Tinbasher Blog (5,200 online
citations, incl. Business
Week, Guardian
McKinsey Audio and Video Podcasts

27. PUBLISH EVERYWHERE
44 million
32 million
members
400 million members
members
1 billion daily
1 million daily views
visitors
6 million daily
1.5 million daily
visitors
visitors
10 million 50 million
members members

28. THANK YOU!
Paul Gillin
508-656-0734
paul@gillin.com
www.gillin.com
Twitter: pgillin
Subscribe to my free
Available on Amazon or at Available on Amazon or at
NewInfluencers.com
weekly newsletter at SSMMbook.com
gillin.com
Coming late 2010: Social Marketing to the
Business Customer
By Paul Gillin & Eric Schwartzman