Date post: | 19-Sep-2014 |
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Technology |
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Social Media RevolutionSocial Media Revolution
Paul GillinPaul Gillin
Author, Author, The New InfluencersThe New Influencers
Secrets of Social Media MarketingSecrets of Social Media Marketing
Chaos TheoryChaos Theory
• Small Is the New BigSmall Is the New Big• Less Marketing is More MarketingLess Marketing is More Marketing• Gain Control By Giving Up ControlGain Control By Giving Up Control• Publication Is a Beginning, Not an Publication Is a Beginning, Not an
EndEnd
From ThisFrom This
To ThisTo This
Old Media FactsOld Media Facts
• Magazine newsstand sales off 12% in Magazine newsstand sales off 12% in 2008, 22% in 20092008, 22% in 2009
• TV Guide TV Guide sold last year for $1; sold last year for $1; Readers Readers Digest Digest in Chapter 11in Chapter 11
• 2009 TV station ad revenue down >20% 2009 TV station ad revenue down >20% ((BBeernstein Research)rnstein Research)
• Q2 radio ad revenue down 22% Q2 radio ad revenue down 22% ((Radio Ad Radio Ad Bureau)Bureau)
• NBC prime time audience down 14.3% in NBC prime time audience down 14.3% in the past yearthe past year
• Cost of reaching 1,000 households with Cost of reaching 1,000 households with 30-second TV spot in 1986: $8.28 30-second TV spot in 1986: $8.28
• In 2008: $22.65 (Media Dynamics)In 2008: $22.65 (Media Dynamics)
•
• NBC and CBS execs have NBC and CBS execs have publicly suggested the publicly suggested the networks could become networks could become cable channelscable channels
• Age of average network Age of average network evening news viewer: 63evening news viewer: 63
New Media FactsNew Media Facts
• Teens watch 60% less TV than their Teens watch 60% less TV than their parents. They spend 600% more time parents. They spend 600% more time online (Arthur W. Page report)online (Arthur W. Page report)
• Twitter membership up 1,400% last year Twitter membership up 1,400% last year (Nielsen)(Nielsen)
• If Facebook was a country, it would be If Facebook was a country, it would be world’s fifth largestworld’s fifth largest
• % of Americans under 33 on social % of Americans under 33 on social networking sites: 67networking sites: 67
• % over 55: 9% over 55: 9• Word-of-mouth marketing spending to hit Word-of-mouth marketing spending to hit
$3B by 2013$3B by 2013
One-third of Americans under 40 say the Daily
Show and Colbert Report are replacing traditional
news outlets.
Traditional communicationsTraditional communications
New realityNew reality
AOL HellAOL Hell
June 20
June 24
June 26
June 21
June 23
July 14
Today
Vincent Ferrari
Customer at the CenterCustomer at the Center
The Way We’re GoingThe Way We’re Going
The NumbersThe Numbers
• Active blogs on the Internet: 25-40 millionActive blogs on the Internet: 25-40 million• Social networks: 2,900Social networks: 2,900• Social network service providers: >100Social network service providers: >100• Active Facebook members: 175 millionActive Facebook members: 175 million• Corporations with social media campaigns: >300Corporations with social media campaigns: >300• Photos on Flickr: 3 billionPhotos on Flickr: 3 billion• Daily Twitter messages: 6 millionDaily Twitter messages: 6 million• Pres. Obama’s Facebook friends: 5.9 millionPres. Obama’s Facebook friends: 5.9 million
Influence 2.0Influence 2.0
Ben PopkenEditor in chief
•18 million monthly visitors•30-40 daily articles•Full-time staff of seven•500 references in Wall Street Journal & New York Times•More than 34,000 references on Digg.com
Ed MagedsonFounder
•30 million monthly visitors•322,000 published reports•More than 30 lawsuits•Never sued successfully
Meet the new influencersMeet the new influencers
Steve Hall
Philipp LenssenPaige Heninger &
Gretchen Vogelzang
Self-Appointed Celebrities
So Many So Many ChoicesChoices
Tools at Your DisposalTools at Your Disposal
• Discussion Forums – tactical and impersonalDiscussion Forums – tactical and impersonal• Blogs – The online equivalent to publicationsBlogs – The online equivalent to publications• Microblogs – Short, fast and frequentMicroblogs – Short, fast and frequent• Podcasts – Add depth, lose interactivityPodcasts – Add depth, lose interactivity• Social Networks – Listening postsSocial Networks – Listening posts• Social Bookmarking Sites – Drive awarenessSocial Bookmarking Sites – Drive awareness• Online Video – Flexible but complexOnline Video – Flexible but complex• E-mail Marketing – Ties it all togetherE-mail Marketing – Ties it all together
New Publishing LifecycleNew Publishing Lifecycle
Becomes a blog entry
Feeds a podcast
Stokes a white paper
That gets tweeted!
Begins as a tweet
Publish EverywherePublish Everywhere
Promote YourselfPromote Yourself
Engage Popular PeopleEngage Popular People
Self-SyndicationSelf-SyndicationThen
Now
ServerServer
UserUser
SearchSearch
RSS Is For Machines, Not PeopleRSS Is For Machines, Not People
Source: Elliance, Inc.
Credibility Through ValidationCredibility Through Validation
The Way We WereThe Way We Were•Message
•Impressions
•Reach & Frequency
•Retention
•CPM
•Recall
•Share of Voice
•Coverage
•Rate Base
The Way We’re Going
Fiskars SwagFiskars Swag
Social Network EssentialsSocial Network Essentials
About Me
About Others
Our Interests
Niche markets are:
•Knowledgeable
•Engaged
•Responsive
•Helpful
•Spenders
New ConceptsNew Concepts
• FriendFriend• Friend in Friend in
CommonCommon• FollowerFollower• ProfileProfile• GroupGroup• News FeedNews Feed
• PokePoke• WallWall• ConnectionConnection• AnswerAnswer• AppApp• Hash tagHash tag
Secrets of New MediaSecrets of New Media
• Be comfortableBe comfortable• Be distinctiveBe distinctive• Be briefBe brief• Be kindBe kind• Be honestBe honest
• Be offbeatBe offbeat• Be genuineBe genuine• Be shareableBe shareable• Be generousBe generous• Be funnyBe funny
Be Remarkable!Be Remarkable!
Be GenuineBe Genuine
“We want to make production values as high as they need to be to tell the story, but not so high that they get in the way
of the story. If we started using typical TV commercial product
shots, our audience would tune out.”
Stephen Voltz, Eepybird.com
Thank you!Thank you!
Paul Gillin
508-202-9807
www.gillin.com
Twitter: pgillin
Available on Amazon or from NewInfluencers.com
Available on Amazon or from SSMMBook.com