Social Media Overview Presented by Bill Evans Senior

Social Media Overview Presented by: Bill Evans Senior Vice President & Partner Digital Practice Group Lead Fleishman-Hillard October 20 th, 2010

In the beginning…

The golden age of advertising

Only 14% of people trust advertisements But 78% of people trust recommendations of other consumers

Social media adaptation is not about technology adoption. It is about a systemic cultural adoption, across your organization.

The new frontier of marketing is about DRIVING INFLUENCE

What is social media?

Social Media encompasses the millions of tools, sites and applications which enable consumers to share videos, ideas, photos, comments, opinions and personal experiences on the web. Social Media is also referred to as social networking, crowd-sourcing or “word of mouse. ”

The Rise of Social Media • • People trust people like themselves Social media enables easier connections Channels are fragmenting Noise is rising Used correctly, social media will: • • Build a brand image Provide open customer service Influence opinion and behavior Foster credibility

Social Media Conversation Enabling Social Networks Content Sharing Open Platforms You. Tube Blogs Message Boards Facebook Flickr Wikipedia Digg Medipedia My. Space Linked. In Twitter Delicious

Why does it matter? • 89% of US consumers are online • 91% of journalists use search engines for research • 25% of households no longer watch TV commercials • Young consumers do not read newspaper nor listen to the radio • 77% of U. S. Internet users have visited You. Tube

Blogs • 346, 000 – number of people globally who read blogs and online news sites • 900, 000 – average number of content posts in a 24 hour period • 77% – percentage of active Internet users who read them • 59% – percentage of sites that have been active for at least 2 years • Online news sites, by journalists or influential thought leaders, can provide credible platforms for your brand or business

Facebook • 500, 000 – number of active users • 150, 000 - number of users who log on to Facebook at least once each day through a mobile device • 170 - number of countries/territories that use Facebook • Two-thirds of com. Score’s U. S. Top 100 websites and half of com. Score’s Global Top 100 websites have integrated with Facebook

Twitter • 21, 000 – Number of Twitter users • 12, 000 – Number of tweets/day • 2375% - Percentage of usage growth in the past 3 months • Japan, Spain, UK and Brazil represent 67% of Twitter’s usage outside of the US • 152 – Number of officially sanctioned government Twitter accounts • 31 – Number of Senators who tweet • 108 – Number of congressman who tweet

You. Tube • 200, 000 – Number of users • 14, 800, 000 – Number of videos viewed in January 2009 • 99% – Percentage of online videos watched on You. Tube • 78% of all Internet users have visited the site • 101 – Videos watched person in January • 20 hours – Amount of video being uploaded per minute

Journalists and social networks • 70 percent of journalists said they use social networks to assist in reporting (compared to 41 percent last year) • 69%of journalists go to company websites to assist in their reporting • 66% use blogs and to assist in their reporting • 51% use Wikipedia to assist in their reporting • 48% go to online videos to assist in their reporting • 47% use Twitter and other micro-blogging services to assist in their reporting

Social Media Usage World Wide “Social networking and blogs are now more popular than e-mail” The increasing reach of “Member Community” Web sites across 2008 Nielsen Online

Channels are being flooded Consumers demand relevance, because noise is rising • Individual social channels must be utilized strategically and with a specific purpose to maximize engagement • The brand must define and utilize context specific voices to provide meaningful content to audiences • Value, entertainment, education, altruism, greed, and attention are all motivating factors for user participation and pass along • Mobile supplements social as mobile enabled tools allow for ‘on the go’ participation and utilization

Social marketing principles • Listen and understand what your audience wants and needs • Utilize compelling engagements to create deeper relationships • Foster a dialogue, but be transparent and honest • Deliver messages where they are most relevant • Be nimble and flexible

So what’s the next big thing?

Location based services • Places combines location specific context with validated ownership • Claiming ownership allows automatic creation of a page for your business, copyright protections. Must be validated. • “Checking in” allows business to provide offers, customer service or CSR programs, leveraging digital at the point of sale

Overcoming availability biases and skeuomorphs

We do what we know • At the risk of oversimplifying, the availability bias is how the prefrontal cortex evaluates risk based on the availability of similar situations it can readily recall when making decisions • A skeuomorph refers to a derivative object which retains ornamental design cues to structure that was necessary in the original Are you doing what’s most effective? Or just what you know?