?

What Is It?

Who Uses It & Why?

Should You?

How?

Social Media

ImagecourtesyofGapingVoidGallery,HughMacLeod

SearchEngineMarketshare1999

Yahoo!

Excite

Altavista

Infoseek

Lycos

GoTo(Overture)

Source:DavidViney,SEOExperts

0%

5%

10%

15%

20%

25%

30%

35%

GenY(18‐32)

GenX(33‐44)

YoungerBoomers(45‐54)

OlderBoomers(55‐63)

SilentGeneraUon(64‐72)

G.I.GeneraUon

(73+)

InternetUsagebyAge%ofPopulaUon %ofInternetPopulaUon

GeneraUonsOnline,2009

Fastestgrowthforonlineac1vityisamongusersage55+

Ques:on:IsItBiggerThanaBreadbox?

3outof4USonlineadultsusesocialmedia

TheGrowthofSocialTechnologyAdopUon,2008

2/3oftheworld’sonlinepopula:on

Adspendonsocialmediagrewto15%oftotal

17%ofall:meonline

GlobalFaces&NetworkedPlaces,2009

52%

46%

23%

18%

12%

SocialNetworkingSiteAc:vi:esofUSSocialNetworkUsers

Becomeafan/followerofsomeotherbrandorcompany

Saidsomethinggoodaboutcompanyorbrand

Saidsomethingbadaboutcompanyorbrand

Promotedsomeothercompanyorbrand

Promotedyourownbusiness

Source:AndersonAnalyUcs,“SocialNetworkService(SNS)A&UProfiler”,providedtoeMarketer.com,July2009n=1000,%ofrespondents

Surprise!Peoplewantandexpecttointeractwithbrandsandcompanies

300millionac:veusers

2billion+piecesofcontenteachweek

65millionmobiledeviceusers

50%logineveryday

Marketvalue=$1billion?,$10billion?

45to54yearolds

55millionuniquevisitors

Mul:pleEntryPoints

Poin:ngdevice

Twigerisaplahormforimbeciles,skeevymarketers,D‐listcelebrityhalf‐wits,andpatheUcagenUon‐seekers.Nowonderwecan’tgetenough.

TwigerisadynamicanddiversemediumforacUonaswellascommunicaUon.Whetherit’sraisingmoneyformalarianetsorpromoUngyourcompanybrand…it’sexpandedto“whatistheworlddoingandwhatcantheworlddo?”

•  93%ofAmericanadultsownacellphone•  GPS=Local•  Mobilemoney

100,000,000 Videosviewedeachday

Not making money Yet

Free Hosting & Sharing

“Marketersdon'tunderstandchannelswhereyouhavetotalkandlistenatthesame1me...ThemarkeUngindustry'sideaofatwo‐waycommunicaUonistoputan800numberorawebaddressinanadandtakeorders.”JoshBernoff

“Millionsofpeoplearecrea:ngcontentfortheWeb.Yourcompe:torsarealreadythere.Yourcustomershavebeenthereforalong:me.Ifyourbusinessisn'tpu]ngitselfoutthere,itoughttobe.”BusinessWeek,February19,2009

Socialmediaisliketeensex.Everyonewantstodoit.Nooneactuallyknowshow.Whenfinallydone,thereissurpriseit’snotbegerAvinashKaushik

Sources:MartaKagan,BrandInfiltraUonPhoto:Zelaby,Flickr

SweetestofCustomerEngagements

3millionFacebookimpressions130,000entries

9‐minuteavgengagement1mes333,000donutscreated

News–ValueinAggregaUon

$42,000in1cketsalestrackedthroughURLANractyounger1cketbuyersLowCostPerAcquisi1on

“Goin’Fishin’”

Enterprise‐widecollabora1onandinnova1on24,000employeemembersReducedemployeechurn

Increased401Kpar1cipa1onby40%

Barter‐basedMarketplace17million+businesscontactsOver6millioncompanies

TheGreatestAssetofAll…..

DoesMaBellTweet?

PRTimes‐Theyarea’changin

CrocsShowingHowItsDone

Risks&Concerns

•  Budget•  Stockprice•  Branddamage•  Time‐waster•  Reliability•  OrganizaUonalimplicaUons•  “Whoknowsthisstuff?”•  Culture&Control•  Policies

Whatdoyoudonow?

Definestrategy

Integrate

Assessabili:es

Picktools

Listen

Contribute

Distribute

Measure

Resources

•  Books–  Groundswell:CharleneLi&JoshBernoff–  Tribes:SethGodin

•  Blogs–  hgp://www.bernoff.com/

–  hgp://www.web‐strategist.com/blog/–  hgp://rohitbhargava.typepad.com/

–  hgp://www.convinceandconvert.com/