Social Media:The New Community

Everything is changing

• The term “community” is evolving

• Media consumption is shifting

• New opportunities for consumer engagement

• Case studies/best practices

• The risks

“Social Media” and “Web 2.0”

• MySpace, YouTube, blogs, wikis, podcasts, RSS

• “Communities of interest”

• User generated content

• Authentic, informal dialogue

• “The Conversation”Source: Statistics Canada, Our Lives in Digital Times

Who’s doing what online?• More than 10 million Canadians have read a blog

• 38% of online Americans read blogs

• 12% have downloaded a podcast

• 55% of online U.S. teens use social networking sites

• 35% have contributed user-generated content*Sources: Ipsos-Reid, Blogs and the Influence on News and the Media, July 8th, 2005,comScore Networks, Pew Internet & American Life Project

The New “Super Consumers”

• TV viewership up 1 hour since 1996

• Primetime? Just 4 minutes

• 12% of U.S. households have DVRs

• In three years - 70% will

• Users skip over 70% of ads

Sources: Statistics Canada, Are Internet Users Tuning Out Traditional Media? Dec 2006, Nielsen Media Research, Television’s Popularity is Still Growing, September 26, 2006, TiVo.com, Mediamark Research

Case studies - the winners

• Whirlpool American Family podcast

• SpreadFireFox.com

• Boeing - Randy’s Blog

Whirlpool: brand engagement

Firefox: viral marketing

Boeing vs. Airbus

The losers

• Jason Goldberg at Jobster

• Sony PSP

• McDonald’s Corporate Responsibility blog

Jobster: authenticity wanted

Sony PSP:When the blogosphere

attacks

McDonald’s:stalling the conversation

The perils of social media

• Negative comments

• The transparency requirement

• The risks of not joining “The Conversation”

• Resources

• Corporate social media policies

Thank you

maggie@socialmediagroup.ca

Skype: maggiesmg

www.socialmediagroup.ca