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A presentation given to communicate important aspects of Social Media--what it is, where's going, how it will change offline communications and relationships, and what this all means to business.
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8 Lessons on Social Media: What It Is, Why It’s Vital, and How It’s Changing Recruiting
Cindi Thomas & Augie RaySeptember 9, 2009
1995
1995
Lesson OneExpect change. Lots of it.
1995
“The wake up call was finding this startling statistic that web usage in the spring of 1994 was growing at 2,300 percent a year. You know, things just don't grow that fast. It's highly unusual, and that started me about thinking , ‘What kind of business plan might make sense in the context of that growth?’”
“If there’s one reason we have done better than of our peers in the Internet space over the last six years, it is because we have focused like a laser on customer experience, and that really does matter, I think, in any business. It certainly matters online, where word of mouth is so very, very powerful.”
1995
$1.1B$190M
$6.8B
Lesson TwoSuccess in Social Media depends on the consumer experience, not on technology.
What is Social Media?
1517 1776
Reac
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1995
What is Social Media?
Web 1.0
Read
Web 2.0
Interact
What is Social Media?
Web 1.0
Read
What is Social Media?
Web 2.0
Interact
What is Social Media?
Web 1.0 Web 2.0
Media to Person
Person to Person
What is Social Media?
Web 1.0
Media toPerson
What is Social Media?
Web 2.0
Person toPerson
What is Social Media?
Web 1.0 Web 2.0
Controlling Sharing &Collaborating
What is Social Media?
Web 1.0
Controlling
What is Social Media?
Web 2.0
Sharing &Collaborating
36 million views195,000 ratings284,000 comments1.5 million hits on GoogleDr. Pepper ad
What is Social Media?
Web 2.0
Sharing &Collaborating
What is Social Media?
Web 2.0Web 1.0
ReadMedia to Person
Owning
InteractPerson to Person
Sharing &Collaborating
Lesson ThreePeople demand brands and media talk with, engage, share, allow sharing, and build relationships.
Where is Social Media?
Web 1.0 Web 2.0
Place Placeless
Where is Social Media?
Web 1.0
Place
Where is Social Media?
Web 2.0
Placeless
Where is Social Media?
Where is Social Media?
1. All ideas compete on an equal footing.
2. Contribution counts for more than credentials.
3. Leaders serve rather than preside.
4. Tasks are chosen, not assigned.
5. Power comes from sharing information, not hoarding it.
Lesson FourSocial Media is erasing the line between the virtual and the physical and is flattening the world.
Where is Social Media?
Blogs
MySpace
Other
Blogs Micromedia Social Networks Video sharing Goelocation Reviews & Ratings Customer Service Events Wikis Livecasting Photo sharing Music sharing Document sharing Social Bookmarking
Lesson FiveConsumers will talk, rate, share, and collaborate in countless ways & places.
http://www.web-strategist.com/blog/
How are Consumers using Social Media?
Lesson SixSocial Media is leveling the playing field, giving almost the same reach to consumers as to big brands.
Lesson SevenSocial Media is making the distinction between ownership and stewardship of brands more evident than ever.
Where do consumers talk about brands?
Where do consumers talk about brands?
28.4M Visitors/month
• 750,000 Blog mentions/month• 3.6M in past month
• 215,000 Members• 29 million posts
• 20,000 uploads/month• Top 20 all-time posts: • 210M views• 500K+ comments
• 500+ groups w/ 750,000+ members
• ~500,000+ Tweets/month• ~1M tweets in 5 hours on 8/31
• 2.2M images• 3,300 groups
And we’re just getting started…
Where do consumers talk about brands?
Compete.com as of 9/1/2009
Ning
+221%
+87%
+128%
+950%
Y E A R
Where do consumers talk about brands?
Consumers distrustful of marketing communications.
Time Delayed60%
Live40%
DVR Owners
Where do consumers talk about brands?
Consumers are avoiding ads.
Forrester: The Mind Of The DVR User: Media And Advertising
Without Ads55%
With
Ads
5%
Live40%
DVR Owners
Lesson EightConsumers’ brand perceptions will be based as much upon what they hear from others as on brands’ marketing communications.
Eight Lessons on Social Media
1. Expect change. Lots of it.2. Focus on the experience and not on the technology.3. Consumers want to be engaged, not talked at. 4. Social Media is impacting expectations in the real
world.5. Socialization occurs everywhere.6. Social Media gives consumers enormous reach.7. Consumers own the brand more than ever.8. Consumer’ opinions will be based more on what they
learn from others than from marketing communications.
2023
Which is rated best overall?
Which is consideredthe best value?
Which treats employees best?
Which is rated bestby people like you?
Which is rated bestby people in
your network?
Which is consideredmost romantic?
Which is consideredbest for families?
Which offers best-rated service? Which is cleanest?
In which have yourfriends eaten?
In which are friendsdining right now?
Which has the best burger?
