wtfissocialmediapgedition-090916075838-phpapp01

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Social media is like teen sex.Everyone wants to do it. Nobody knows how.When its finally done there is surprise its not better.

Avinash Kaushik, Analytics Evangelist, Google

photo by Zellaby on flickr.com


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Officially, though, social mediais not like teen sex.

* Phew!

*


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Officially, social media is an umbrella termthat defines the various activities that integratetechnology, social interaction, and the construction

of words, pictures, videos, and audio.

http://www.wikipedia.org


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Its also

a fancy way

to describe

the zillionsof conversations

people

are having

online

24/7.

photo by Kris Hoet on flickr.com


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BECAUSE 3 OUT OF 4 AMERICANS USE SOCIAL TECHNOLOGY.Forrester, The Growth Of Social Technology Adoption, 2008

REASON #1


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BECAUSE 2/3 OF THE GLOBAL INTERNET POPULATIONVISIT SOCIAL NETWORKS.

Nielsen, Global Faces & Networked Places, 2009

REASON #2


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BECAUSE VISITING SOCIAL SITES IS NOW THE 4TH MOSTPOPULAR ONLINE ACTIVITYAHEAD OF PERSONAL EMAIL.


REASON #3

photo by Bruno Girinon flickr.com


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Because time spent on social networksis growing at 3X the overall Internet rate,accounting for ~10% of all Internet time.


REASON #4


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Rupert Murdoch, Global Media Entrepreneur

Technology is shifting the power away

from the editors, the publishers,

the establishment, the media elite.

Now its the people who are in control.

Because social media is democratizing communications.Big time.

REASON #5


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BECAUSE SOCIAL MEDIA IS LIKEWORD OF MOUTH

ON STEROIDS.

REASON #6


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Because, dear friend, social media

is a force to be reckoned with.

photo by Balakov on flickr.com


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13 HOURSThe amount of video uploadedto YouTube every minute.


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The length of time it would take to view every YouTube video.412.3 YEARS


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100,000,000The number of YouTube videos viewed per day.


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13,000,000The number of articles available on Wikipedia.


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The number of photos archived on Flickr.com as of June 2009.3,600,000,000Thats roughly 1 photo per every 2 people on the planet.


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1382%The monthly growth rate of Twitter users from January to February 2009.


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3,000,000The average number of Tweets per day on Twitter.com


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5,000,000,000The number of minutes spent on Facebook each day.
http://localhost/Users/martakagan/Desktop/_Social%20Media/2009images/Facebook.svghttp://localhost/Users/martakagan/Desktop/_Social%20Media/2009images/Facebook.svghttp://localhost/Users/martakagan/Desktop/_Social%20Media/2009images/Facebook.svg


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1,000,000,000The amount of content

(web links,news stories,blog posts,notes,photos,etc.)

shared each weekon Facebook.
http://localhost/Users/martakagan/Desktop/_Social%20Media/2009images/Facebook.svghttp://localhost/Users/martakagan/Desktop/_Social%20Media/2009images/Facebook.svg


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The word blog is irrelevant.What's important is that it is now common,and will soon be expected,that every intelligent person(and quite a few unintelligent ones)will have a media platformwhere they share what they care aboutwith the world.Seth Godin, Author


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5,000,000The number of active Barack Obamasupporters across 15 social networks.

photo by jmtimages (better!) on flickr.com


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The number of views Obamasfamous Yes We Can video goton YouTube.

photo by EricaJoy on flickr.com

14,200,000

An additional 15 of the 1,800 officialand 139,000 unofficial Obamavideos received over 1 Million views.
http://localhost/Users/martakagan/Desktop/_Social%20Media/2009images/Facebook.svghttp://localhost/Users/martakagan/Desktop/_Social%20Media/2009images/Facebook.svghttp://localhost/Users/martakagan/Desktop/_Social%20Media/2009images/Facebook.svg


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The amount of money 3 Million online donorscontributed to the 2008 Obama campaign.$6,500,000

photo by jmtimages (better!) on flickr.com


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IF FACEBOOK WEREA COUNTRY,

IT WOULD BE THE 8THMOST POPULATEDIN THE WORLD,JUST AHEADOF JAPAN.

Mark Zuckerberg, January 7, 2009


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Butwait,

theresmore.


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93% OF SOCIAL MEDIA USERS BELIEVE A COMPANYSHOULD HAVE A PRESENCE IN SOCIAL MEDIA.Cone, Business in Social Media Study, September 2008


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Believe it or not, that doesnt mean that 93% of social media users think

companies should treat social media as yet

another channel for broadcasting bullsh*t.


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YOU SEE, ITS SUPPOSED TO BE A DIALOGUE,

NOT A MONOLOGUE.


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Marketers don't understand channelswhere you have to talkand listen at the same time...

The marketing industry's ideaof a two-way communicationis to put an 800 numberor a web address in an adand take orders.

Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009


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This couldn't be more obviousthan with email. Your company

has a chance to turn its emaillist into a two-waycommunication.Except that most mass emailsfrom companies are "do notreply".

"We want to talk to you,"they say. "But we don't wantto hear back from you. Unless

you want to place an order,and if so click here."



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photo by Jamie Mellor on flickr.com

The people in charge of talking are in the marketingdepartment.

The people in charge of listening are in the researchor service or sales department.

They hardly ever talk to each other, let alone havefull-duplex conversations with customers.


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This won't fly in social technologybecause the minute you talk,people expect you to listen.And if you start to listen,

you'll be tempted to talk.

It's a full-duplex channel thatbefuddles one-way marketers.



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FACT:Social media

playtimeis over.

*See http://www.forrester.com/Research/Document/Excerpt/0,7211,47665,00.html for more on that topic.

*


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SO, PLEASE.

*Cmon, I said please.

STOP PLAYING AROUND &GET SERIOUSABOUT HARNESSING

THE POWER OF THIS THING.

*


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85% of social media users believe that a companyshould go further than just having a presence

on social sites and should also interactwith its customers.

Cone, Business in Social Media Study, September 2008


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For companies,resistance to socialmedia is futile.

Millions of people arecreating content for thesocial Web.

Your competitorsare already there.

Your customers havebeen there for a longtime.

If your business isn'tputting itself out there,it ought to be.

BusinessWeek, February 19, 2009

photo by Archie McPhee Seattle on flickr.com


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Unfortunately, most companiesare still treating social medialike JUST another marketing channel.

*Oops.

*


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When in fact,

its so much more.*

*Wait for it...


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1: PUBLIC RELATIONS


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2: CUSTOMER SERVICE


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3: LOYALTY-BUILDING


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4: COLLABORATION


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5: NETWORKING


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6: THOUGHT-LEADERSHIP


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AND YES,

CUSTOMER ACQUISITION, TOO.


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SO,

HERESWHAT

YOUNEED

TODO:

photo by cyndie@smilebig! on flickr.com


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Hope is not

a strategyphoto by quest for the heartstone on flickr.com photo by eye2eye on flickr.com


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STOP THINKING CAMPAIGNS.START THINKING CONVERSATIONS.

photo by Malingering on flickr.com


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And becauseID hateto see you

mess IT ALL up,ILL ADD THIS

TINY BITOF ADVICE:


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photo by arlen on flickr.com


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IF YOUR PRODUCT SUCKS,SOCIAL MEDIA WONT FIX IT.

(HOWEVER IF YOUR CUSTOMER SERVICE SUCKS


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(HOWEVER, IF YOUR CUSTOMER SERVICE SUCKS,SOCIAL MEDIA CAN HELP.)

photo by gari.baldi on flickr.com


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IF YOUR REPEAT BUSINESS SUCKS,SOCIAL MEDIA CAN HELP.


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IF YOUR COMPANYS WORD OF MOUTH SUCKS,

SOCIAL MEDIA CAN HELP.


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Final words of

wisdom:*

*a.k.a. The dramatic finale.


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Neverforget

thebasic

rules.


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RULE #1: LISTEN

Google Alerts

TweetDeck

SocialMentions

RSS

(FOR STARTERS)


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RULE #2: ENGAGE


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RULE #3: MEASURE

Audience

Engagement

Loyalty

Influence

Action

(METRICS SHOULD MAP TO GOALS. PERIOD.)


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NOWGO OUTTHERE& GETSOCIAL!


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THANKYOUVERY

MUCH

Espressohttp://brandinfiltration.com

TORONTOe: [email protected]: @infiltrators

BOSTON

e: [email protected]: @mzkagan
http://brandinfiltration.com/http://brandinfiltration.com/

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