What The F**K is Social Media?

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Slide 1: WHAT THE FK IS SOCIAL MEDIA ? Slide 2: SOCIAL MEDIA IS AN UMBRELLA TERM THAT DEFINES THE VARIOUS ACTIVITIES THAT INTEGRATE TECHNOLOGY, SOCIAL INTERACTION, AND THE CONSTRUCTION OF WORDS, PICTURES, VIDEOS AND AUDIO. http://www.wikipedia.org Slide 3: More simply put: “Social media is people having conversations online.” Slide 4: The conversations are powered by… • 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) Slide 5: WHY THE FK SHOULD I CARE? Slide 6: Reason #1 SOCIAL-NETWORKING SITES ARE OFFICIALLY MORE POPULAR THAN PORN SITES. TIME, OCTOBER 13, 2007 Slide 7: Almost 4,000,000 articles Slide 8: >100,000,000 videos (65,000 new videos/day) Slide 9: 200,000,000 blogs Slide 10: 1.5 million residents Slide 11: 73% of active online users have read a blog Source: Universal McCann Comparative Study on Social Media Trends April 2008 Slide 12: 45% have started their own blog Slide 13: 39% subscribe to an RSS feed Slide 14: 57% have joined a social network Slide 15: 55% have uploaded photos Slide 16: 83% have watched video clips Slide 17: “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 Slide 18: IT’S NOT A FAD. IT’S A FUNDAMENTAL SHIFT IN THE WAY WE COMMUNICATE. Slide 19: The old communication model was a monologue. Slide 21: Only of TV ad campaigns generate positive ROI 18% ( ) Slide 22: 90% of people who can skip TV ads, do. Slide 23: The average person is exposed to 3000 advertising messages/day Slide 24: ONLY OF PEOPLE TRUST ADVERTISEMENTS. 14% Slide 25: Reason #2 78% OF PEOPLE TRUST THE RECOMMENDATIONS OF OTHER CONSUMERS. NIELSEN “TRUST IN ADVERTISING” REPORT, OCTOBER 2007 Slide 26: 14% VS. 78% HMM…. Slide 27: The new communication model is a dialogue. Slide 28: Which means it’s…. TRANSPARENT INCLUSIVE AUTHENTIC VIBRANT CONSUMER-DRIVEN Slide 29: And it’s NOT… CONTROLLED ORGANIZED EXCLUSIVE PRODUCT-DRIVEN “ON MESSAGE” Slide 30: “Content is the new democracy and we the people, are ensuring that our voices are heard.” Brian Solis, “The Social Media Manifesto” Slide 31: Reason #3 PEOPLE ARE TALKING ABOUT YOUR BRAND. RIGHT NOW. Slide 32: 34% post opinions about products & brands on their blog Slide 34: trust bloggers’ opinions on products & services Slide 35: 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 Slide 36: Welcome to the future. SOURCE: UNIVERSAL MCCANN COMPARATIVE STUDY ON SOCIAL MEDIA TRENDS APRIL 2008 Slide 37: AND SPEAKING OF THE FUTURE… (a.k.a. Reason #5) Slide 38: Tomorrow’s consumers are today’s “digital natives.” Slide 39: By 2010, Millenials/Gen Y-ers will outnumber Baby Boomers. Slide 40: They already wield $350 BILLION/ year in direct spending power. Slide 41: MILLENIALS SPEND >16 HOURS/WEEK ONLINE. Slide 42: 96% OF THEM HAVE JOINED A SOCIAL NETWORK. Slide 43: They have an average of 53 online friends. Slide 44: AND THEY DON’T CARE ABOUT YOUR AD. THEY CARE WHAT THEIR FRIENDS THINK. Slide 45: Translation: THE TRAIN IS LEAVING THE STATION. WITH OR WITHOUT YOU. Slide 46: FK! Slide 47: HOW DO I GET ON THE TRAIN ? Slide 48: EASY. JUST FKING GET ON. Slide 49: “It’s about conversations, and the best communicators start as the best listeners.” Brian Solis, Social Media Manifesto Slide 50: A. Listen. Slide 51: Immerse yourself in the conversations. (any or all of the above are a good place to start!) Slide 52: Messages are not conversations. Slide 53: B. Participate. Slide 54: Hint: Share some stuff. Slide 55: IT’S A DIALOGUE, NOT A MONOLOGUE. Me, too! And isn’t the bartender just dreamy? I absolutely ADORE the food at that restaurant! Slide 56: C. Relinquish control. Slide 57: REPEAT AFTER ME: “THE GOAL IS NOT TO CONTROL THE CONVERSATION.” Slide 58: THE GOAL IS TO: ENABLE INSPIRE INFLUENCE &… Slide 59: D. Engage! Slide 60: http://www.talktorunningman.com Slide 61: http://www.mystarbucksidea.com Slide 62: http://www.nikeplus.com Slide 63: CREATE OPPORTUNITIES FOR PEOPLE TO FEEL OWNERSHIP OF THE BRAND. Slide 64: GIVE THEM SOMETHING TO TALK ABOUT. Slide 65: “When I'm good, I'm very good, but when I'm bad, I'm better.” Slide 66: MAKE ‘EM LOVE YOU OR HATE YOU! ( JUST DON’T LEAVE THEM INDIFFERENT.) Slide 67: AND FINALLY, A WORD OF WARNING: Slide 68: DON’T FK WITH PEOPLE. Slide 69: “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 Slide 70: F Y V M O ER UC K U Y H MARTA KAGAN SOCIAL MEDIA EVANGELIST + ONLINE MARKETING PRO http://martazkagan.com http://BonaﬁdeMarketingGenius.com http://twitter.com/mzkagan Slide 71: Image Credits All images courtesy of istockphoto.com except: Screen capture of http://www.TalkToRunningMan.com Screen capture of http://www.nikeplus.com Screen capture of http://www.mystarbucksidea.com Screen capture of “The Breakup” http://youtube.com/watch?v=D3qltEtl7H8 Mae West 1933 "I'm No Angel" Image courtesy MPTV.net Slide 72: Image Credits All of the following social media platforms were referenced in this presentation; logos were grabbed from the homepages of each (in most cases, adding a “.com” to the end of the platform name will get you there). Slide 73: Data Credits FACEBOOK: MORE POPULAR THAN PORN Time, October 13, 2007 http://www.time.com/time/business/article/0,8599,1678586,00.html?xid=newsletter-weekly IAB PLATFORM STATUS REPORT: USER GENERATED CONTENT, SOCIAL MEDIA, AND ADVERTISING - AN OVERVIEW, APRIL 2008 http://www.iab.net/media/ﬁle/2008_ugc_platform.pdf BRANDING 2.0 & SOCIAL MEDIA, SAMPAD SWAIN http://managementchords.blogspot.com NIELSEN “TRUST IN ADVERTISING” REPORT, OCTOBER 2007 http://www2.acnielsen.com/reports/documents/TrustinAdvertisingOct07.pdf SOCIAL MEDIA MANIFESTO, BRIAN SOLIS http://www.briansolis.com/2007/06/future-of-communications-manifesto-for.html http://www.scribd.com/doc/258055/Social-Media-Manifesto-by-Brian-Solis CONSUMER 2.0 FIVE RULES TO ENGAGING A NEW BREED OF CONSUMER BY MR. YOUTH AND REPNATION MEDIA, APRIL 2008 http://www.scribd.com/doc/2898474/Consumer-20 UNIVERSAL MCCANN COMPARATIVE STUDY ON SOCIAL MEDIA TRENDS APRIL 2008 http://www.universalmccann.com/Assets/2413%20-%20Wave%203%20complete%20document%20AW %203_20080418124523.pdf Slide 74: Connect with me (please!) Marta Z. Kagan Social Media Evangelist + Online Marketing Pro Mobile: 617.771.8362 Email: mzkagan99@gmail.com AIM: martazk Twitter: http://twitter.com/mzkagan Facebook: http://www.facebook.com/people/Marta_Kagan/756555158 LinkedIn: http://www.linkedin.com/in/martakagan My blog: http://bonaﬁdemarketinggenius.com/ My social media resume: http://martazkagan.com/ © 2008, Marta Z. Kagan All rights reserved. (But happy to share – just ask!)