RYAN COHN VP of Digital/Social Operations

SOCIAL MEDIABLOCKBUSTER IDEAS FOR SMALL BUSINESSES AND NON-PROFITS

FPRA CAPITAL CHAPTER - ER 4 PR 2012

FUNDAMENTALS OF NEW MEDIA

• History of Communication (Mass vs. Social)

• Growth of the Social Web

• New Media Supply Chain

• Social Campaign Model

• Shift Away from Disruption Marketing

Where we are now

TV

RadioPrinting

Press

History of Communication(Mass vs. Social)

(Facebook, May 2007)

FACEBOOK (est. 2004)955 million – Number of monthly active Facebook users as of July 1, 2012545 million – Number of daily active Facebook users as of July 1, 2012538 million – Number of monthly active Facebook users that log in via mobile (7/1/12)100 billion – Estimated number of photos on Facebook by mid-2011

TWITTER (est. 2006)225 million – Number of Twitter accounts100 million – Number of daily active Twitter users in 2011 (31.9% annual growth)20.2 million – People following Lady Gaga (Twitter’s most popular user)250 million – Number of tweets per day during October 2011

BLOGS39 million – The number of Tumblr blogs

at the end of 201170 million – Total number of WordPress blogs at the end of 2011

Years to Reach 50 Million Users:

Radio (38 Years)TV (13 Years)

Internet (4 Years)iPod (3 Years)

Facebook added 100 Millionin less than 9 months

Social Media: By the Numbers

The Growth of Facebook (mobile vs. all formats)

1-Apr-09 1-Jul-09 1-Oct-09 1-Jan-10 1-Apr-10 1-Jul-10 1-Oct-10 1-Jan-11 1-Apr-11 1-Jul-11 1-Oct-11 1-Jan-12 1-Apr-12 1-Jul-120

50

100

150

200

250

300

350

400

450

500

550

600

650

700

750

800

850

900

950

1000

5075

101129

155196

245288

325

376

432

488

538

242

305

360

431

482

550

608

680

739

800

845

901955

Mobile Monthly Active Users Worldwide (in millions) Monthly Active Users Worldwide (in millions)

Social is the hottest topic today!

Tons of buzz words:

Always in the news:

But social is just the evolution of word of mouth, so let’s

break this down…

NEW MEDIA SUPPLY CHAIN

CONTENT

CONTENT DELIVERY NETWORK

HARDWARE TERMINAL

CONVERSATION

A few content delivery networks…

Hardware terminals of today:

New hardware terminals of tomorrow:

CONTENT DELIVERY NETWORK

CONTENTCONVERSATION

Without content, there is no conversation.

GIVE value if you want to GET value in return.

1. Identify OpportunitiesResearch; Monitor current conversation spaces

2. Create Remarkable Content “Remarkable” = Content that makes people remark/comment

3. Develop Delivery Channels Create a new channel/audience or leverage already existing?

4. Manage Conversations Long term necessity; Establish leadership presence

Social Campaign Model

The Shift Away from Disruption Marketing“Only twenty years ago, our access was bounded by the books we owned, the TV shows we watched, and the books in our library. Today, because of the web, we’re seeing an exponential increase in the amount of information that we have access to.

“In a world of too much information, the only way to be successful will be to fit in seamlessly and naturally into people’s lives. You can introduce new content and new ideas to people, but it will need to feel natural or it will be ignored at best, infuriating at worst. The best way to do this will be through people’s friends.”

- Paul Adams, Product Development at Facebook (ex-architect of Google+)

TRUST AND TRANSPARENCY• Hierarchy of Trust

• Results of 2012 Edelman Trust Barometer Study

• Integration and Buy-in from Executives

• Opaque Ceiling Effect

HIERARCHY OF TRUST

SOCIAL

EXPERT

GENERAL

Google Image Search for CEO (All Results on Page 1):

…woah!

Opaque Ceiling EffectI see what my friends, family, and acquaintances are doing every single day (“people like myself”),

but I can’t see what is happening in the boardroom.

If a business wants to build trust, transparency is a necessity!

Fantastic example of a social savvy executive:

All tweets come directly from Tony Hsieh