20 MAY 2011 growing your business

in a digital world

I’m Allister

something big is

happening

1x

15,000x

Our journey to connectedness

1970 1980 1990 2000 2010

Co

nn

ect

ed

ness

social media changes

everything

Social Media comprises online applications, platforms and media focused on collaboration, sharing and interaction between users.

“It’s just people having conversations online”

Blogging

RSS

Podcasting

Video Sharing

Photo Sharing

Social Networking

Microblogging

Bookmarking

Search

Professional

Wikis

Presentations

An average hour online

Source: UK Online Measurement Company, April 2010 (vs. 3 years ago)

-66%

+11%

-36%

+159%

+84%

Top 10 Uses of Social Media

Source: Universal McCann Wave Study 4 / % of active internet universe

Fun / entertainment

To share new experiences

To share knowledge

Meet new people

Stay in touch with friends

To feel like I belong

To promote myself

Make contacts for work

To earn respect

To change opinions

Younger Me (1993)

Older Me (2008)

Today Me (2011)

Source: Nielsen Online “Nielsen Global Online Consumer Survey”, July 2009

of people trust recommendations

from people they know

What do we trust?

Recommendations from people I know

Brand web sites

Consumer opinions posted online

Editorial content like newspaper articles

Brand sponsorships

Ads on TV

Ads in newspapers

Ads in magazines

Ads on radio

Billboards & other outdoor advertising

E-mails I signed up for

Ads before movies

Ads served in search engine results

Online video ads

Online banner ads

Text ads on mobile phones

Trust completely

Trust somewhat

Don’t trust much

Don’t trust at all

Source: Nielsen Online “Nielsen Global Online Consumer Survey”, July 2009

CO

NV

ERSI

NG

SH

OU

TIN

G

A day in the life of a Tweet

Posted to Twitter

Posted to Facebook

Retweeted

Enters the blogosphere

Used in office e-mails

Submitted to social bookmarking sites

Indexed by Google/Bing

Forwarded around the web, forever

Inspired by www.ngonlinenews.com

Photo taken

social is everywhere

advertising /ˈædvәˌtaɪzɪŋ/

n. the cost of being boring.

from shouting to conversing

Marketing in a Digital World

Paid Owned Earned

on Halloween we eat a lot of sausage. That’s tradition.

Is anyone dressing up as a sausage for Halloween this year?

next week is pub week, and sausage week, and then Halloween so we must eat pumpkin pie and toffee apples? Did I miss pie week?

Costume Party

Going

Happy Candy

Dress

Love

tips for marketers

invest in social leadership

invest in social players

invest in tools & expertise

develop your SRO strategy

SRO = Social Recommendation Optimisation

listen, then engage

go where the audience is

create social objects

use multiple interfaces

make it better when shared

show some personality

Juvenile delinquent

Company robot

fail fast, learn faster

(again and again…)

What’s the cost of not being social?

Thank you for listening

© 2011 Microsoft Corporation. All rights reserved. The information herein is for informational purposes only and represents the current view of Microsoft

Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a

commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation.

MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

http://allisterfrost.com alfrost@microsoft.com @allisterf