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Social Media is disrupting the media equation by making it possible for organizations and institutions to interact directly with their constituents without the involvement of media organizations. This is an empowering benefit, but it also presents risks to companies that work in highly regulated environments. This presentation looks at the dynamics of the new social media with a particular emphasis on their implications for the health care industry.
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How Social Media are Revolutionizing Media and
Markets
Paul GillinPR Lifelines in Health Care
April 10, 2009
Motrin Headache
The “Mom Response”
More than 15,000 tweets More than 400 media stories And 3,500 blog entries And then there’s YouTube…
Courtesy Digitas
Mass Media Pickup
Courtesy Digitas
New Media Rules
New voices are gaining influence
Marketers are becoming publishers
You can now control the message
Use all means at your disposal
It’s cheap if you know the tricks
2008 Newspaper Layoffs
Source: Erica Smith (graphicdesignr.net)
Media Facts
Direct mail performance is declining Traditional media is contracting Teens watch TV 60% less than their
parents Teens are online 600% more than their
parents In 1965, 80% consumers could be reached
with three 60-second TV spots In 2002, that required 117 TV spots
The New Media
Traditional communications
New reality
The Many Arms of Social Media
Courtesy RightNow Technologies
Cost to user = $0
The Numbers
Active blogs on the Internet: 25-40 million Social networks: 2,900 Social network service providers: >100 Active Facebook members: 175 million Corporations with social media campaigns:
>300 Photos on Flickr: 3 billion Daily Twitter messages: 6 million Pres. Obama’s Facebook friends: 5.9 million
How We Share InfluencePRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE
Consult a professional
Readers letters
Phone in; TV / Radio
Talk to shop worker
Personal blog
Social network page
Widgets
Photo sharing site
Chat rooms
Message boards
Video sharing site
Comments on blogs
Comments on websites
Viral emails
Wish lists
Ratings on retail sites
Reviews on retail sites
Auction websites
Social Bookmarking
Chat room
Price comparison sites
Social shopping sites
Talk face to face
Consult a professional
Readers Letters
Phone in; TV / Radio
Talk to shop worker Phone call
Talk face to face
Phone call
SMS
Instant Messenger
Talk face to face
Talk to shop worker
Consumer influence channels
Source: Universal McCann Erickson
Meet the new influencers
Steve Hall
Philipp Lenssen
Paige Heninger &Gretchen Vogelzang
Conversations Go Mainstream
New Kids On The Block
“Active reach in what Nielsen defines as "member communities" now exceeds e-mail participation by 67 percent to 65 percent. What's more, the reach of social networking and blogging venues is growing at twice the rate of other large drivers of Internet use such as portals, e-mail and search.”
-MediaWeek, 3/9/09
The Power of Friending
Profile Friends
Groups
Put Communities to Work
Needs Definition
Product Architecture
Iterative Development
Field Testing
Viral Marketing
Peer Support
Just For Consumers? Think Again
Oil & Gas Pros
Manufacturing Engineers
FarmersEngineers
Physicians
Take It To the Public
Reinforce Brand
Create Brand Ambassadors
Educate Customers
Bypass Gatekeepers
Grass-roots promotion
Go Where the Audience Is
Lobbying
Awareness
Product Development
Ear to the Ground
Secrets of Engagement
Embrace the power of micro community Speak to people as people Enable sharing and linking Filter and aggregate for insight Make it a club Show that you care Never edit or censor
Success Takes Time
Daily visits 3X to 4X week 14 averageConsider spinoffs
53+
Make top 10 results for targeted queriesTraffic becomes self-sustaining
40-52
Gain search tractionGenerate inbound links
14-39
Build awarenessShow steady growth
1-13
GoalWeek
Thank you!
Paul Gillin
508-202-9807
www.gillin.com
Twitter: pgillin
Available on Amazon or from NewInfluencers.com
Available on Amazon or from SSMMBook.com
