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Next Generation
Social Marketing



           Photo: ocean.flynn
           http://www.flickr.com/photos/oceanflynn/315385916/
Social Media
 Jeopardy!
Her teenage angst about
 parents and boyfriend
was watched by millions
 on YouTube until she
was exposed as a hired
        actress
This word describing an
online collaborative tool
     comes from the
Hawaiian word meaning
        “quick”
You would be excited to
   be listed as one of
 someone’s top eight
 friends on this social
    networking site
This presidential
  candidate recently
opened a virtual office
    in Second Life
The initials RSS stand
  for this tool used by
 blogs, news sites and
people wanting to track
     their ego feed
The combination of
these two ingredients
  started a trend on
  YouTube of videos
showing the explosive
        results
“Astroturfing” and “sock
   puppetry” are two
  different methods of
    doing this online
    marketing no-no
The revelation about a
forged document by this
 blog led to the downfall
      of Dan Rather
socialmedia.wikispaces.com/presentation
Web 1.0 is…
•   Static
•   Centrally managed
•   Slow to change
•   Unidirectional
•   Tech-heavy




                        Photo: trixiebedlam
                        http://www.flickr.com/photos/trixiepix/382991932/
Web 1.0
What is Web 2.0?
The People
Formerly Known
as the Audience



          Photo: Arend Kuester
          http://www.flickr.com/photos/arendpictures/1165255854
Photo: Waxy Poetic
http://www.flickr.com/photos/waxypoetic/274724321/
The Internet is Part of Our Lives
                             Pew Internet Survey - Dec. 2006

• U.S. adults - 70% use it
• World - 17% use it
• 91% of internet users
  use e-mail
• 91% use search
  engines
• 67% get news
• 66% visit a government
  website
• 39% read blogs                       Photo: Kimi Iwasaki
                                       http://www.flickr.com/photos/quimix/149816828/
Most Adults are Online
                          2000-2006

100%
               85%
                             80%
80%                                           69%

60%

40%                                                               31%

20%

 0%
       Age 18-29     Age 30-49        Age 50-64         Age 65+

                         Pew Internet Project Surveys, 2000-2006
93% of
American
teens are
  online



   Photo: Bdegan
   http://www.flickr.com/photos/bdegan/70074551/
Health & Social Issues Online
• 79% of internet users look
  for health/medical
  information online
• 58% go to a website that
  provides info/support for a
  specific medical condition
  or personal situation
• 54% look online for news or
  information about politics
• 30% look for
  religious/spiritual info
                                Pew Internet Project Surveys
• 18% make a donation to a
  charity online
                                  Photo:WujekDobraRada
                                  http://www.flickr.com/photos/wujek-dobra-rada/414458218/
Media Shift




  Source: Blackfriars Marketing
  http://www.blackfriarsinc.com/blog/2007/03/advertising-shift-away-from-tv-radio
The Death of the 30
  Second Spot?
           Photo: you are your atman
           http://www.flickr.com/photos/midlander/47670621/
Social Media Marketing
                         SOCIAL MEDIA
                         TO THE RESCUE!




           With apologies to XKCD http://xkcd.com/c208.html
What can you do with
     social media?
Communicate          Collective Wisdom
Connect              Customization
Collaborate/         Conversation
Co-Create            Community
Collect/Categorize



All leading to the big C -- CHANGE!
Communicate
Blogs
Podcasts
Video Blogging
Video Sharing
Photo Sharing
Blogs
Podcasts
Video Blogging/Sharing
Photo Sharing
Connect
Social networks
Mobile text messaging
Instant messaging/Twitter
Skype
Social Networks
Mobile Text Messaging
                                                Smoking
                                                cessation
                                                Nutrition
                                                Fitness
                                                Medication
                                                reminders
                                                Disaster response
                                                Symptom checker
                                                Diabetes
Photo: de.ef.ha
http://www.flickr.com/photos/deefha/40136221/
Collaborate/Co-Create
Wikis
Consumer-Generated Media
Open Source Software
Creative Commons
Mash-ups
CGM
Open Sourcing
Collect/Categorize
Tagging
Social Bookmarking
Search Engines
Tagging




   Photo: Beth Kanter
   http://www.flickr.com/photos/cambodia4kidsorg/260004685/
Collective Wisdom
Ratings Sites
Wikipedia
Social News
Customization
RSS
Widgets
Virtual Worlds/Avatars
Widgets
Custom Avatars
CDC in Second Life
Conversation
Blog Comments/Responses
Meme Trackers
Community
Created by all of the above
Fostered by common interests
Built through conversations
How can these tools
    lead to change?
Building awareness, spreading the word
Providing social support and motivation
Coordinating unified approach
Involving those affected by the problem
in creating the solution
Helping people take action
Customizing messages
Humanizing the issue

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