SOCIAL MEDIA REVOLUTION

PRESENTED BY: DEAN EGAN MASTER PRACTITIONER

Social Media is not a fad!

It is a fundamental shift in the way we communicate

with others.

Social Media is not a fad!

It is the use of technology as a medium for group

conversations.

Social Media is not a fad!

It is about how the consumer is now in control due to

the enormous amount of information they can access

at any time; any where.

Definition - Social Network Sites

Social Network Sites (SNS’s) are defined as web-

based services that allow individuals to: Construct a public or semi-public profile within a

bounded system Articulate a list of other users with whom they share

a connection View and traverse their list of connections and

those made by others within the system

What do SNSs do?

• Enable users to express their views• Open exposure results in connections between

individuals• Shared interests, political views, or profession• Unique pages where one can "type oneself into

being• Creation of "Friends," "Contacts," and "Fans” • A new way of doing business

Social Networking Sites – The Early Years

Launch Dates for Major SNSs

The three key SNSs

that have contributed

to the shaping of a new

way of doing business

and have laid the

foundation to a whole

new marketing

landscape of the

future are; Friendster,

MySpace and

Facebook.

1997

1998

1999

2000

2001

2002

2003

2004

2005

2006

Six Degrees.com

Ryze

Friendster

LinkedIn; MySpace

Flickr; Facebook (Harvard-only)

YouTube; Facebook (high school networks); Yahoo 360

Facebook (corporate networks) Facebook (everyone) & Twitter

The First SNSs

The first SNS was launched in 1997, with the

name of SixDegrees.com.

Classmates.com was designed based on the

business model that is used solely by

magazine companies.

SixDegrees.com

The founder of SixDegrees.com believes that

his concept was simply ahead of its time and

due to the inability to become a sustainable

business caused it to fail, in 2000.  

Ryze.com

The next major step forward was

accomplished when Ryze.com was launched

in 2001 that targeted people in business.

Ryze.com focused on leveraging business

networks.

SNS’s Hit the Mainstream

Social Networking didn’t hit the mainstream, until 2003 when

the industry exploded into the SNSs Revolution. This is when

MySpace.com was launched in Santa Monica, California.

Rock bands from Los Angeles region began using the site to

create profiles and local promoted capitalized on using the

site to advertise VIP passes for promoting night clubs.

A Global Phenomenon

A Global Phenomenon

• In 2007 MySpace dominated the U.S. media and abroad, SNSs were gaining in popularity worldwide.

• Friendster become the preferred choice in the Pacific Islands.

A Global Phenomenon

• Orkut became the premier SNS in Brazil and then rapidly entered into India.

• QQ instant messaging dominated the Chinese market and then became the largest SNS worldwide once they added profiles and made fiends visible.

A Global Phenomenon

Then Blogging services entered the U.S.,

complete with SNS features, such as Xanga,

LiveJournal, and Vox, than quickly attracted

broad audiences. QQ, Orkut, and LiveSpaces

are as large or larger then MySpace but are not

popular in the U.S.

Niche Market Communities

• Facebook.com began in 2004 and was exclusively used at Harvard.

• Then in 2005, Facebook.com expanded to include high school students, professionals inside corporate networks, and then in 2006, allowed anyone to join.

Networks and Network Structure

SNSs produce valuable data that can map

naturalistic behaviors by the users.

This data is gathered by the company by way of

the usage of Profiles and linkage technology,

which automatically collects information through

datasets.

Networks and Network Structure

Analysis researchers are then able to explore

large-scale patterns of friending, usage, trends,

and other visible indicators.

Social Media Applications Usage by Age

Age Group

SMS TextE-

mailiPhone Video Oriented

Web-based

Traditional Media

12-25 X X X X

25-45 X X X X X X

46-55 X X X X

55 & over

X X

65 & over

X

Social Media Interaction

People use SNSs for Socializing, Connecting

Friends, Family Members, and Employees.

1. Concept (art, information, or meme)

2. Media (physical, electronic, or verbal)

3. Social Interface (Intimate direct, community

engagement, social viral, electronic broadcast or

syndication, or other physical media such as print.)

Common Forms of Social Media

concepts slogans

statements

public speaking

sharing

syndication

print media

Distinguishing Terms by Gender

Men and women use SNSs in significantly different ways.

Men and women also have different reasons for visiting and

engaging through SNSs.

Men Women

dating love

sport people

networking dancing

metal shopping

serious football can

relationships girl

dating love

Women Dominate Social Media Networks

Worldwide Social Networking Category and Engagement by Females and Males May 2010 Source: comScore.com

Social Networking

% Reach% Composition Unique Visitors

% Composition Pages

% Composition Minutes

Average Hours per

Visitor

Total Audience

72.5% 100% 100% 100% 4.7

All Female

75.8% 47.9% 57.0% 56.6% 5.5

All Male 69.7% 52.1% 43% 43.4% 3.9

Social Networking Category by Worldwide Region

Total Audience, Age 15+ (home and work locations) Source: comScore Media Metrix, May 2010

Social Networking % Reach by Region

Females Males

Worldwide 75.8% 60.7%

Latin America 94.1% 91.9%

North America 91% 87.5%

Europe 85.6% 80.6%

Pacific 54.9% 50.7%

Social Networking Category by Worldwide Region for Females and Males

The New Marketing Landscape

Social Media Marketing is the number one sought-after

strategy as of April 2010.

MobileDevices

Marketing Channels

Social Media

Email

In terms of budget allocation, the top three focus areas for marketers in 2010.

Source: eROI

Most Popular Social Networking Websites

Social Network RankingEstimated UniqueMonthly Visitors

Facebook 1 250,000,000

MySpace 2 122,000,000

Twitter 3 80,500,000

LinkedIn 4 50,000,000

Ning 5 42,000,000

Tagged 6 30,000,000

Classmates 7 29,000,000

Hi5 8 27,000,000

MyYearBook 9 12,000,000

MeetUp 10 8,000Source: eBizMBA 08/02/10

Most Popular Social Networking Websites

Digg: the latest news headlines, videos, and images

Twitter: share and discover what’s happening right now, anywhere in the world

Reddit: what’s new online! MySpace: a place for friends

Facebook: connect and share with the people in your life

Ning: create and discover Ning social networks for your interests and passions

Stumbleupon: personalized recommendations to help you discover the best of the web

LinkedIn: relationships matter

By Age

0-17 X X

18-24 X X

25-34 X X X X X

35-44 X X X X X X

45-54 X X

55-64 X X

65 + X X X X

Education Level

H.S. Diploma X X

High School X

Some College X X X X X X X X

Bachelors X X

Graduate X

Income Level & Gender

$0-24K X X X

$25-49K X X X X X X X X

$50-74K X X X X X X X X

$75-99K X X X X X X X X

$100-149K X

$150K + X

Male X

Female X

Source: Flowtown & Google Ad Planner Data

We No Longer Search for the News – The News Finds Us!

92% of Americans use multiple platforms to get news

46% of Americans get news from 4-6 Media Platforms

7% of Americansget news from a

Single Media Platform

On a Typical Day…..78%

Local TV

73% National TV

61%Online

54%Radio

50%Local Paper

26%Cell Phone

17%National Paper

Social Media Types

Social Media has taken on many different forms that include

internet forums, weblogs, social blogs, microblogging, wikis,

podcasting, pictures, video, and social bookmaking.

Social MediaTypes

Collaborative Projects

SNSsVirtualCommunitie

s

Blogs &Microblogs

Virtual Game World

ContentCommuniti

es

Social Media Software Applications

• Communication• Events• Information Aggregators• Online Advocacy and

Fundraising • Collaboration/authority

building• Social navigation• Multimedia• Photography and art

sharing• Video sharing

• Presentation sharing• Reviews and opinions• Product reviews • Business reviews• Community Q&A • Entertainment• Media and entertainment

platforms • Virtual world• Game sharing • Brand monitoring

Could Social Media Transform a Business

• Every day businesses are finding new creative ways to benefit from the use of social media networking sites.

• Social media marketing is the new way to communicate with existing and new customers.

Social Media and "Social Authority"

• establish a strong “Social Authority” image• demonstrate that you are an “expert” in your field• influence their buying behavior• a conversation building medium• participating in Wikipedia• provide valuable content• article writing and distributing

Social Media Users More Likely to Buy from Brands They Follow

Source: March 16 2010, CMB Consumer Pulse

Are you more likely to buy since becoming a fan/follower?

Are you more likely to recommend since becoming a fan/follower?

0 25 50 75 100

51%

67%

60%

79%

Twitter

% of Respondents That Answering Yes

Facebook

Primary Reason that US Internet Users Are Fans of a Brand On Facebook.com

To receive discounts and promotions 25%

I am a customer of the company 21%

To show others that I like/support this brand 18%

It’s fun and entertaining 10%

To be the first to know information about the brand 8%

Gain access to exclusive content 6%

Someone recommended it to me 5%

To be part of a community of like-minded people 4%

I work for/with the company 2%

I own stock in the company 0%

None of these 0%

Note: 1,504 ages 18 +; numbers may not add up to 100% due to rounding. Source: CMB and iModerate Research Technologies as cited in press release, March 10, 2010. www.marketer.com

Using Social Media to Grow Your Business

Step One: Identify the Purpose

• Brand Building/Reputation Management • Develop Loyalty Among Current Customers• Gain Consumer and Competitive Insights• Create Strategic Partnerships

Step Two: Establish Social Media Success Factors

• Integrity• Significance• Value• Commitment

Step Three: Build a Strong Foundation

The foundation should be the platform that provides a

centralized resource that directs traffic and measure

efficacy. • Articles• Press Releases• RSS/XML Feeds• Comments• Forum Discussions

Step Four: Create an Action Plan

• Monitor and Measure• Create and Communicate• Empower and Engage

Step Five: Identify SNSs by Client Demographics

Who is your target customer and what SNS

do they use most often? • Age• Gender• Location • Education Level

Privacy Issues

Social networks have has more than their share of privacy issues. Some of the main concerns are SNSs usually offer the user the option to make their profiles public or private.