Moving Mainstream & Maturing

> Adoption Rates• 500 million users

• 55+ million users

• 50+ million users

> Average Age• 27

• 31

• 40+

• 37

Source: Nielsen Online, Global Index, December 2007-2008; Nielsen Global Faces and Networked Places, 2009

> Trends: •Boomers, and specifically women 54+ are the

fastest growing adopters•Globalization

3 out of 4 Americans use social technology2/3 of the global internet population visit social networksVisiting social sites is now the 4th most popular online activity

—ahead of personal emailTime spent on social networks is growing at 3x the overall

Internet rate, accounting for ~10 percent of all internet time Nearly 7 billion text messages are sent every day

So what’s next?

• Conversing not broadcasting• Geolocation• Privacy• Online vs. Mobile• Measurement• Live “U”broadcasting• Final word

Conversing not broadcasting• Grow your base through engagement• Custom landing pages• Ask fans and followers to share• Games, contests, coupons, offers• Provide really good information• Have fun• Cross-promote and reinforce your

expertise position.

Geolocation

• Foursquare• Yelp• Gowalla• Where

Geolocation

• Drive traffic through rewards, both online and offline

• Drive traffic during low periods• Encourage positive reviews• Identify key customers and engage• Have fun (games, contests, etc.)

Privacy

• Continuing blur between personal and professional

• Platforms changing on a daily basis• What is appropriate?• What is legal?

> 79% of business communicators report using

social tools frequently to engage employees

and foster productivity

> 75% of employees have used

social networking sites (Facebook, Twitter and

LinkedIn) for business purposes

> 70% of companies allow / encourage employees

to use social media

> 50% of employers allow employees

to speak freely (without moderation)

on corporate social networking sites

Adoption is Heating Up

Source: Awareness Networks 2009

“Zuckerberg’s apparent disregard for your privacy is probably not reason enough to delete your Facebook account. But we wouldn’t recommend posting anything there that you wouldn’t want marketers, legal authorities, governments (or your mother) to see” -- Wired

Some suggestions

• Think before you “represent”• Be genuine, nice• Remember, it’s pretty permanent• Remember, it’s not really private• You are ambassadors of your

organization• Consider creating rules of

engagement

Online vs. Mobile

Is it better to have a robust website or an app?

Is my Facebook Fan page more important than my website?

Online vs. Mobile

Are my customers here? Or here?

QR Code

Measurement

• Shake out in technologies• Everybody’s got there own

dashboard• PR industry standardization• Create metrics based on goals of

each project• Develop your own methodologies

based on resources available to you

Live “U”Broadcasting

• Live blogging• Live tweeting• Live video streaming

Live “U”broadcasting

Final word

It’s no longer social media…it’s just marketing