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How Social Media is Transforming Business
Paul GillinAIM Technology Leadership
SummitApril 21, 2009
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The Many Arms of Social Media
From Robert Scoble
Courtesy RightNow Technologies
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2008 Newspaper Layoffs
Source: Erica Smith (graphicdesignr.net)
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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
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New Media Rules
New voices are gaining influence
Marketers are becoming publishers
You can now control the message
Use all means at your disposal
It’s cheap if you know the tricks
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Traditional communications
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New reality
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The Numbers
Active blogs on the Internet: 25-40 million Social networks: 2,900 Social network service providers: >100 Active Facebook members: 175 million Corporations with social media campaigns:
>300 Photos on Flickr: 3 billion Daily Twitter messages: 6 million Pres. Obama’s Facebook friends: 5.9 million
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How We Share InfluencePRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE
Consult a professional
Readers letters
Phone in; TV / Radio
Talk to shop worker
Personal blog
Social network page
Widgets
Photo sharing site
Chat rooms
Message boards
Video sharing site
Comments on blogs
Comments on websites
Viral emails
Wish lists
Ratings on retail sites
Reviews on retail sites
Auction websites
Social Bookmarking
Chat room
Price comparison sites
Social shopping sites
Talk face to face
Consult a professional
Readers Letters
Phone in; TV / Radio
Talk to shop worker Phone call
Talk face to face
Phone call
SMS
Instant Messenger
Talk face to face
Talk to shop worker
Consumer influence channels
Source: Universal McCann Erickson
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Meet the new influencers
Steve Hall
Philipp Lenssen
Paige Heninger &Gretchen Vogelzang
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Conversations Go Mainstream
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New Kids On The Block
“Active reach in what Nielsen defines as "member communities" now exceeds e-mail participation by 67 percent to 65 percent. What's more, the reach of social networking and blogging venues is growing at twice the rate of other large drivers of Internet use such as portals, e-mail and search.”
-MediaWeek, 3/9/09
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The Power of Friending
Profile Friends
Groups
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Next Stage of Technology
Source: McKinsey & Co.
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Put Communities to Work
Needs Definition
Product Architecture
Iterative Development
Field Testing
Viral Marketing
Peer Support
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Just For Consumers? Think Again
Oil & Gas Pros
Manufacturing Engineers
FarmersEngineers
Physicians
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Reports From the Field
“InterContinental Hotels Group has been astounded by the results of its communities and has credited them
with a 400% ROI. Traditional one-time focus groups or surveys are no
longer necessary… members are now 20% more likely to recommend
a stay at an IHG property than before.”
From an application for Society of New Communications Research 2008 Excellence Awards
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Take It To the Public
Reinforce Brand
Create Brand Ambassadors
Educate Customers
Bypass Gatekeepers
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International flavor
Source: Technorati, April, 2007
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Recruitment
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Trusted Advice
Your expertise is just as valuable as that of a media authority
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Grass-roots promotion
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Lobbying
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Awareness
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Product Development
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Ear to the Ground
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Promote Yourself
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Secrets of Engagement
Embrace the power of micro community Speak to people as people Enable sharing and linking Filter and aggregate for insight Make it a club Show that you care Never edit or censor
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Success Takes Time
Daily visits 3X to 4X week 14 averageConsider spinoffs
53+
Make top 10 results for targeted queriesTraffic becomes self-sustaining
40-52
Gain search tractionGenerate inbound links
14-39
Build awarenessShow steady growth
1-13
GoalWeek
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Thank you!
Paul Gillin
508-202-9807
www.gillin.com
Twitter: pgillin
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