SOCIAL MEDIA IS AN UMBRELLA TERM THAT DEFINES THE VARIOUS ACTIVITIES THAT INTEGRATE TECHNOLOGY, SOCIAL INTERACTION, AND THE CONSTRUCTION OF WORDS, PICTURES, VIDE VI DEO OS AN AND D AU AUDI DIO O. http://www.wikipedia.org
SOCIAL MEDIA IS AN UMBRELLA TERM THAT DEFINES THE VARIOUS ACTIVITIES THAT INTEGRATE TECHNOLOGY, SOCIAL INTERACTION, AND THE CONSTRUCTION OF WORDS, PICTURES, VIDE VI DEO OS AN AND D AU AUDI DIO O. http://www.wikipedia.org
More simply put:
“Social media is people having conversations online.”
Blogs • Micro Blogs • • • • • • • • • • •
Online Chat RSS Widgets Social Networks Social Bookmarks Message Boards Podcasts Video Sharing Sites Photo Sharing Sites Virtual Worlds Wikis
(…just to name a few)
Reason #1
SOCIAL-NETWORKING SITES ARE OFFICIALLY MORE POPULAR THAN PORN SITES. TIME, OCTOBER 13, 2007
Almost 4,000,000 articles Wikipedia
>100,000,000 videos
(65,000 new videos/day)
200,000,000
blogs
1.5 million Residents
73% of active online users have read a blog Source: Universal McCann Comparative Study on Social Media Trends April 2008
45%
have started their own blog
39% subscribe to an RSS feed
57% have joined a social network
55%
have uploaded photos
83%
Have watched video clips
“IN 2008, IF YOU‟RE NOT ON A SOCIAL NETWORKING SITE, YOU‟RE NOT ON THE INTERNET.”
IAB PLATFORM STATUS REPORT: USER GENERATED CONTENT, SOCIAL MEDIA, AND ADVERTISING - AN OVERVIEW, APRIL 2008
IT‟S NOT A FAD.
IT‟S A FUNDAMENTAL SHIFT IN THE WAY WE COMMUNICATE.
The old communication model was a
monologue.
Only 18% of TV ad campaigns generate positive ROI
90% of
people who can skip TV ads, do.
The average person is exposed to
3000 advertising messages/day
ONLY 14% OF PEOPLE TRUST ADVERTISEMENTS.
69 %
25
Reason #2
78% OF PEOPLE TRUST THE RECOMMENDATIONS OF OTHER CONSUMERS. NIELSEN “TRUST IN ADVERTISING” REPORT, OCTOBER 2007
14%
VS.
78% Hmm ….
The new communication model is a dialogue.
Which means it‟s….
TRANSPARENT INCLUSIVE AUTHENTIC VIBRANT CONSUMER-DRIVEN
And it’s NOT…
“Content is the new democracy and we the people, are ensuring that our voices are heard.” Brian Solis, “The Social Media Manifesto”
Reason #3
PEOPLE ARE TALKING ABOUT YOUR BRAND. RIGHT NOW.
34% post opinions about products & brands on their blog
36% Think more positively about the company who have blog
32% trust bloggers‟ opinions on products & services
CREATING WORD OF MOUTH MARKETING
HOW TO USE WORD-OF-MOUTH MARKETING (WOMM) TECHNIQUES AND SOCIAL MEDIA TO DRIVE GROWTH BY A POSITIOVE AROUND YOUR PRODUCT OR SERVICE.
84% OF B2B CAMPAIGNS RESULTED IN LOWER SALES
100% INCREASE IN AD SPENDING JUST TO ADD 1% - 2% IN SALES
39
TWO THIRDS OF U.S. ECONOMONY DRIVEN BY W.O.M
40
POSITIVE CORRELATION TO BUSINESS GROWTH
10% INFLUENCE 90%
91%
92%
2
Consumer-to-consumer conversation
100
4,950
1,000
= 500,000
Six degrees of separation
(a/k/a small world phenomenon)
Reason # 4 SOCIAL MEDIA “IS ONLY GOING TO BECOME MORE PERVASIVE AND AS SUCH, BECOME A CRITICAL FACTOR IN THE SUCCESS OR FAILURE OF ANY BUSINESS.” BRIAN SOLIS, SOCIAL MEDIA MANIFESTO, AUGUST 21, 2007
Welcome to the future.
SOURCE: UNIVERSAL MCCANN COMPARATIVE STUDY ON SOCIAL MEDIA TRENDS APRIL 2008
AND SPEAKING OF THE FUTURE…
(a.k.a. Reason #5)
Tomorrow‟s consumers are today‟s “digital natives.”
By 2010, Millenials/Gen Y-ers will outnumber Baby Boomers.
They already wield $350 BILLION/ year in direct spending power.
MILLENIALS SPEND >16 HOURS/WEEK ONLINE.
96%
OF THEM HAVE JOINED A SOCIAL NETWORK.
They have an average of 53 online friends.
AND THEY DON‟T CARE ABOUT YOUR AD.
THEY CARE WHAT THEIR FRIENDS THINK.
Translation:
THE TRAIN IS LEAVING THE STATION.
WITH OR WITHOUT YOU.
HOW DO I GET ON THE TRAIN ?
EASY. JUST GET ON IT.
“It‟s about conversations, and the best communicators start as the best listeners.” Brian Solis, Social Media Manifesto
A. Listen
If we listen, we will learn.
It may get messy …
…but it will allow us to
Join the conversation!
Immerse yourself in the conversations.
(any or all of the above are a good place to start!)
Messages are not conversations.
B.
Participate.
Social
>
media
H i n t : S h a r e s o m e s t u f f.
IT‟S A DIALOGUE, NOT A MONOLOGUE.
I ABSOLULTY Adore the food at the restaurant
ME TOO ! But isn't the bartender was just dreamy
C. Relinquish control.
REPEAT AFTER ME :
“THE GOAL IS NOT
TO CONTROL THE CONVERSATION.”
THE GOAL IS TO :
ENABLE INSPIRE INFLUENCE &…
D.
Engage!
http://www.talktorunningman.com
http://www.mystarbucksidea.com
http://www.nikeplus.com
CREATE OPPORTUNITIES FOR PEOPLE TO
FEEL OWNERSHIP OF THE BRAND.
GIVE THEM SOMETHING TO TALK ABOUT.
“When I'm good, I'm very good, but when I'm bad, I'm better.”
MAKE „EM
OR
LOVE YOU
HATE YOU!
( JUST DON‟T LEAVE THEM INDIFFERENT.)
AND FINALLY, A WORD OF WARNING:
DON‟T LIE WITH PEOPLE.
“Any blog that spins the truth will be found out. In a world of social media honesty is the only policy.”
OPEN HONEST AUTHENTIC DIALOGUE