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Social Media:
Present and Future
Rich Maggiani
Solari Communication 2010 Solari Communication.All rights reserved.
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How we used to communicate
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2009 Solari Communication. All rights reserved.
5,000+ years old
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2009 Solari Communication. All rights reserved.
135 years old
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Forever
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How we communicate now
2010 Solari Communication. All rights reserved.
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7 years old
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The State of Social Media
Understanding Social Media
The Rules of Social Media
How Communication Is Affected
The Future of Social Media
The Trail Ahead
2010 Solari Communication. All rights reserved.
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The State of Social Media
Understanding Social Media
The Rules of Social Media
How Communication Is Affected
The Future of Social Media
The Trail Ahead
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Social media has become
the most dominant meansof communicating in history.
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Blogs
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2009 Solari Communication. All rights reserved.
11 years old
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Wikis
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8 years old
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7 years old
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Social Networks
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2009 Solari Communication. All rights reserved.
6 years old
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Content Communities
2010 Solari Communication. All rights reserved.
ld
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5 years old
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Micro-Blogging
2010 Solari Communication. All rights reserved.
4 ld
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2009 Solari Communication. All rights reserved.
4 years old
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SwedenIsrael
SwitzerlandIrelandNorway,
andPanama
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Some Perspective
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Median ages:
2010 2009Facebook 38 26Myspace 32 27Twitter 39 31LinkedIn 44 40
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The State of Social Media
Understanding Social Media
The Rules of Social Media
How Communication Is Affected
The Future of Social Media
The Trail Ahead
2010 Solari Communication. All rights reserved.
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Conversation.
Two-way, and oftenmultidimensional.
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Contribution.
Encourage interaction,positive and negative.
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Collaboration.
Promote information exchange among allparticipants; quick and easy.
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Connection.
Accessing information and peoplewith a click.
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Community.
A relationship with others sharingcommon attitudes, interests, and goals;
through regular interaction.
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Social Media, the definition:
Communication channels enablingauthentic, personal engagement of one
human to another.
2010 Solari Communication. All rights reserved.
h il h d
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The State of Social Media
Understanding Social Media
The Rules of Social Media
How Communication Is Affected
The Future of Social Media
The Trail Ahead
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To have a say.
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Meaningful dialogue.
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To be engaged and
involved in the process.
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Personal interactions with others.
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To be listened to.
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To connect with others engaged
in similar activities.
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Plain talk.
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Communication to be
genuine and relevant.
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To conduct business with ethical
companies who work transparently.
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To be in partnership.
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National Public Radio asked:
Why use social media?
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You might as well have asked why
communicate at all?
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Its the new water cooler.
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Its a convincing illusion that
I have an actual life.
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Aviation Supplies & Academics
An internal wiki
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Product Knowledgebase
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g
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DATwiki
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Motorola
An external wiki
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92% of employees at Motorola are
engaged in social media
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They post almost
100,000 documents daily.
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Blue Shirt Nation
Employee blogging for community
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Normal turnover rates for retail
employees is 4060%.
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Turnover rates for those employees
engaged on Blue Shirt Nation is only 8%.
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ContentNext.org
Social networking
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Micro-blogging at 140-characters
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Dominos: The Power of Twitter
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Over one million views in two days
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Dominos Official Response
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Never once during the two-minute videodid Mr Doyle look into the camera.
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Which in no small way made Dominoscompletely change the recipe for its pizza.
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Finding the Time
2010 Solari Communication. All rights reserved.
Or
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Or
Is anyone really reading this stuff
?
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Budget your time;
dont keep it open all day long.
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Create a networking schedulewithin your day.
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Dont get caught up in every conversation;
choose them wisely.
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Un-follow those whocontribute to the noise.
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Strategize your contributions to somethingspecific or important.
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Social Media Technical Communicator
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Traditional technical communicator
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Hidden in the company.
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Virtually no feedback on user assistance.
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Social media technical communicator
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Interviewer, writer, designer.
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Extrovert:this is my opinion and
this is how you should do this.
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Expert: content for collaboration.
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Enabler:soliciting, interacting, gathering
comments and reactions.
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Interactive, short feedback cycles andreaction times.
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You hereby grant Facebook anirrevocable, perpetual, non-exclusive,transferable, fully paid, worldwide
license (with the right to sublicense) to
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(a) use, copy, publish, stream, store,retain, publicly perform or display,transmit, scan, reformat, modify, edit,frame, translate, excerpt, adapt, create
derivative works and distribute (throughmultiple tiers), any User Content you
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(i) Post on or in connection with theFacebook Service or the promotionthereof subject only to your privacysettings or (ii) enable a user to Post,
including by offering a Share Link onyour website and
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(b) to use your name, likeness and imagefor any purpose, including commercial oradvertising, each of (a) and (b) on or in
connection with the Facebook Service orthe promotion thereof.
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You may remove your User Content fromthe Site at any time. If you choose toremove your User Content, the licensegranted above will automatically expire,
however you acknowledge that theCompany may retain archived copies ofyour User Content.
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The following sections will survive anytermination of your use of the FacebookService: Prohibited Conduct, UserContent, Your Privacy Practices, Gift
Credits, Ownership; Proprietary Rights,Licenses, Submissions, User Disputes;
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Complaints, Indemnity, GeneralDisclaimers, Limitation on Liability,Termination and Changes to the
Facebook Service, Arbitration, GoverningLaw; Venue and Jurisdiction and Other.
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The changes in communicationare profound.
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From official messages to conversations.
2010 Solari Communication. All rights reserved.
The State of Social Media
The Trail Ahead
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Understanding Social Media
The Rules of Social MediaHow Communication Is Affected
The Future of Social Media
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Introducing:A YouTube-like video library
A Facebook-like social networkSocial bookmarking service
Knowledgebase wiki3-D virtual world for training
2010 Solari Communication. All rights reserved.
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News
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News
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37% Online (up 6%)29% National TV (down 5%)
27% Newspapers (down 5%)
Compared to two years ago
Where people get their news
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25% in 2000
34% in 2009
Many young adults under 25 get no news
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Philadelphia Daily News
filed for bankruptcy
Minneapolis Star Tribune
filed for Chapter 11
Boston Globe
losing $1 million a week
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Eight of the fifty largest daily newspapersin the United States could cease publication
in the next eighteen months.
Wall Street Journal(online)
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Social media is here to stay.
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Its the wave of the future.
2010 Solari Communication. All rights reserved.
Weve Reached the Summit
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Additional Resources
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Additional Resources
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2009 S olari Communication. All rights reserved.
www.solari.net/position-papers-social-media.php
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www.solari.net/subscribe.php
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Thank you.
2010 Solari Communication. All rights reserved.
Rich Maggiani
Communication Consultant
STC Fellow
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STC Fellow
Solari Communication
137 Lost Nation, Suite 14
Essex, Vermont 05452
802.879.9330
www.solari.net
www.solari.net/toward-humanity
Follow me on Twitter:
@richmaggiani
Invite me to connect:
www.linkedin.com/in/richmaggiani
2010 Solari Communication. All rights reserved.
On second thought
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Allow me to revise
my previous statement:
2010 Solari Communication. All rights reserved.
Social media is not only here to stay.
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Its the tsunami of the present.
2010 Solari Communication. All rights reserved.
Blossoming Flowers
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2010 Solari Communication. All rights reserved.
