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Infinite Ripple –
The Social Media Revolution
Written by Glenn Mehta
For Info, Resources and to order visit
www.InfiniteRipple.net
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Chapter 1
The Social Media
Revolution
Social Media
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Definition
“Social media may be defined as internet and mobile-based tools that allow easy sharing of every aspect of a person’s life, including status updates, news, events, photographs and images, video, links, opinions and profiles.”
Glenn Mehta (2013) Infinite Ripple
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A Brief History Roots in early online communities 1985 WELL Whole Earth ‘Lectronic Link
(Sausalito, California) 1995 Classmates.com
now Memory Lane / StayFriends.com 2002 Friendster 2003 MySpace
biggest global brand 2005-2008 2004 The Facebook Mostly California-based
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Revolution or Evolution? Not just for teenagers
But Gen Y and Z have very high engagement Humans as social animals Evolution in communication
“I’m eating my breakfast now” would have seemed a silly message 10 years ago. Now it’s a conversation starter
Catalysts of growth Hi speed Internet, Smartphones
Infinite Ripple effect Viral messages
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The Social Media Equation
High-speed internet connection +
ease of access through various devices =
perfect climate for snowball effect of social media
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Some Uses of Social Media
Complaint forum Monitor customer issues Trend development Part of IMC
integrated marketing communication Advertising
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Social Media in Ireland
Driven by US brands Facebook is biggest site used
Half of entire population Three-quarters of online population
Twitter usage growing 4G connections Recent backlash based on cyber-bullying/
privacy concerns
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Why is social media relevant to me...
Many cannot see benefits Practical / business applications not
understood Not enough time in the day already! Business have a lack of strategy “Get me one of those Facebook thingys!” It influences us whether we engage or not
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Why is social media relevant to...THE BUSINESS
Social media is one giant soap box Engages with business whether you want or
not e.g. TripAdvisor
Businesses must seek out advice and expertise
Develop a strategy Listen first, sell after relationship built
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Why is social media relevant to...THE CUSTOMER
Infinite repository of brand info Peer recommendations See how previous customers were treated
And how problems were solved Reduced customer stress Creates confidence and resolute customer Herd-mentality kicks in Saves time on customer service queries
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Why is social media relevant to...THE AVERAGE PERSON
Amplifies little voices Average person given a symbolic megaphone
Community stories and causes go global Even when traditional media won’t cover it
Complaints and compliments can go viral around the globe
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Why is social media relevant to...THE BARGAIN HUNTER
“When we buy together, we save together” Deals with minimum number of buyers
Encourages us to promote deal Massive savings Financial incentives to promote (€6 per
friend purchase; get 3 friends to buy and yours is free)
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Why is social media relevant to...THE RECRUITER
Pre-screening candidates Better than reference checks
Used to increase pool of candidates e.g. LinkedIn, ePortfolios
Exploiting social connections saves time and money
Care must be taken to ensure privacy and equality regulations are respected
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Why is social media relevant to...THE JOB CANDIDATE
Recruiters pre-screen – candidates must be careful about amount of information made public
What about the photos that your friends tag you in or places they check you into?
Steer the recruiter to your preferred online presence LinkedIn, Mahara ePortfolio
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Why is social media relevant to...THE STUDENT
Adept at multi-tasking – current millennial generation IS the social media generation
Absorbs info in snip-bits (status updates, tweets) Causes problems when trying to learn longer, more
complex pieces of information such as case studies Tweets in the classroom can improve attention
span and engagement Following news feeds puts current spin on theory
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Why is social media relevant to...THE EDUCATOR
Need to adapt to teach the millennial generation
Use social media But within set parameters
Consider collaborative learning approaches such as Wikis
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Why is social media relevant to...THE POLITICIAN
Keep in touch between elections Highlight messages before elections Get out the vote Presenting messages in format that voters
are used to and comfortable with Obama 2008 and 2012 Seán Gallagher and that Tweet (2011)
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Why is social media relevant to...PARENTS
Your children WILL be using social media so you need to be too
Blanket ban on children’s use not workable Monitor younger children’s activities to
protect from cyber-bullying and predatory behaviour
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Why is social media relevant to...THE NEWS OUTLETS
Not killing news, reinventing it UGC – user-generated content
But care must be taken to protect journalistic standards
Increased engagement with news by encouraging the conversation via social media #hash-tags e.g. #vinb
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Influence on Society
Increased communication but... ... Can lead to poor academic / professional
communications National media writings styles influenced... ...and their content is influenced by it too User-generated content (UGC) influencing
media and marketing Cyber-bullying Privacy
(All discussed in other chapters)
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Social Media Brands
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x
Recent Trends in Social Media
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YouTube is the 2nd largest search engine in the world, and has more than 100 million videos Only Google is ahead of YouTube for searches YouTube is 4th most visited website in world
24 hours of new video uploaded to YouTube every minute
Video clip – the power of video http://youtu.be/dDSk7JUt8sA
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Facebook has over 60 million status updates daily Much of the content is web links, news stories,
blog posts, notes, photos, etc. shared with so many people using Facebook every day
Facebook fan pages have a combined 5.3 billion fans
Average user spends 55 minutes on Facebook daily
83% of all US companies use Facebook Timeline of innovations available at
http://www.facebook.com/press/info.php?timeline29
Recent updates: http://newsroom.fb.com/Key-Facts Over ONE BILLION global users 55% of these log-on at least once per day (552
million unique log-ons) 600 million use Facebook through mobile phone
475 Mobile Operators promote Facebook Average user has 130 friends, 80 community pages 250 million photos uploaded daily 20 million app installs daily 81% of users outside USA and Canada
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Ireland stats: http://www.socialbakers.com/facebook-statisti
cs/ireland 2.3 million users 49.37% of population 75% of online population
Recent trends: http://youtu.be/joMItZukjWY
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55 million tweets per day in 2010230 million tweets per day in 2011
340 million tweets per day in 2012 Up from 50,000 in 2007 140 million active users 50% of all tweets are generated by just 20,000 global
accounts Increasingly used by companies, charities, politicians,
celebrities, etc. Recognised as an integral part of social revolutions
(e.g. Arab Spring)
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Lady Gaga has most followers on Twitter (more than 31 million followers in 2012)
Full stats at http://www.socialbakers.com/twitter/
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Tweetdeck
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World’s largest professional network
187 million users 2 new users every second
63% outside USA 5.3 billion professional searches in 2012 College students are fasting growing
demographic http://press.linkedin.com/About
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http://www.cmo.com/sites/default/files/CMO-SOCIAL%20LANDSCAPE-R5.pdf
Where to from here?
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These PowerPoint slides are copyright of Glenn Mehta (c) 2013 and various other sources and may be used and distributed for training and educational purposes only.
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Infinite Ripple –
The Social Media Revolution
by Glenn Mehta
For Info, Resources and to order visit
www.InfiniteRipple.net
T: @InfiniteRippleFB: /InfiniteRippleCommunicationsE: [email protected]