How Social Media is Transforming Business

Paul GillinAIM Technology Leadership

SummitApril 21, 2009

The Many Arms of Social Media

From Robert Scoble

Courtesy RightNow Technologies

2008 Newspaper Layoffs

Source: Erica Smith (graphicdesignr.net)

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

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

Traditional communications

New reality

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

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

Email

Instant Messenger

Talk face to face

Talk to shop worker

Consumer influence channels

Source: Universal McCann Erickson

Meet the new influencers

Steve Hall

Philipp Lenssen

Paige Heninger &Gretchen Vogelzang

Conversations Go Mainstream

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

The Power of Friending

Profile Friends

Groups

Next Stage of Technology

Source: McKinsey & Co.

Put Communities to Work

Needs Definition

Product Architecture

Iterative Development

Field Testing

Viral Marketing

Peer Support

Just For Consumers? Think Again

Oil & Gas Pros

Manufacturing Engineers

FarmersEngineers

Physicians

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

Take It To the Public

Reinforce Brand

Create Brand Ambassadors

Educate Customers

Bypass Gatekeepers

International flavor

Source: Technorati, April, 2007

Recruitment

Trusted Advice

Your expertise is just as valuable as that of a media authority

Grass-roots promotion

Lobbying

Awareness

Product Development

Ear to the Ground

Promote Yourself

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

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

Thank you!

Paul Gillin

508-202-9807

paul@gillin.com

www.gillin.com

Twitter: pgillin

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