How Social Media is Changing Bustiness Communications

Blogs, podcasts, social networks and online videos are creating new centers of influence. The emerging world of social media presents exciting new opportunities for businesses to communicate directly with key constituents in ways that were unimaginable just a few years ago. Intermediaries are no longer necessary. You can now take you message directly to your public with minimal cost and waste. Business executives and marketers who can successfully reinvent themselves as content providers can bond with their customers in ways they could never before imagine.

1. How Social Media is
Transforming Business
Paul Gillin
AIM Technology Leadership Summit
April 21, 2009

2. The Many Arms of Social Media
From Robert Scoble
Courtesy RightNow Technologies

3. 2008 Newspaper Layoffs
Source: Erica Smith (graphicdesignr.net)

4. 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

5. 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

6. Traditional communications

7. New reality

8. 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

9. How We Share Influence
PRE 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
Email
Instant Messenger
Talk face to face
Talk to shop worker
Consumer influence channels
Source: Universal McCann Erickson

10. Meet the new influencers
Steve Hall
Philipp
Lenssen
Paige Heninger &
Gretchen Vogelzang

11. Conversations Go Mainstream

12. 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

13. The Power of Friending
Profile Friends
Groups

14. Next Stage of Technology
Source: McKinsey & Co.

15. Put Communities to Work
Needs
Definition
Product
Architecture
Iterative
Development
Field
Testing
Viral
Marketing
Peer
Support

16. Just For Consumers? Think Again
Oil & Gas Pros
Manufacturing Engineers
Farmers
Engineers
Physicians

17. Reports From the Field
“InterContinental Hotels Group has been
astounded by the results of its
communities and has credited them with
a 400% ROI. Traditional one-time focus
groups or surveys are no longer
necessary… members are now 20% more
likely to recommend a stay at an IHG
property than before.”
From an application for
Society of New Communications Research 2008 Excellence Awards

18. Take It To the Public
Reinforce Brand
Create Brand
Ambassadors
Educate Customers
Bypass Gatekeepers

19. International flavor
Source: Technorati, April, 2007

20. Recruitment

21. Trusted Advice
Your
expertise is
just as
valuable as
that of a
media
authority

22. Grass-roots
promotion

23. Lobbying

24. Awareness

25. Product Development

26. Ear to the Ground

27. Promote Yourself

28. 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

29. Success Takes Time
Daily visits 3X to 4X week 14 average
Consider spinoffs
53+
Make top 10 results for targeted queries
Traffic becomes self-sustaining
40-52
Gain search traction
Generate inbound links
14-39
Build awareness
Show steady growth
1-13
GoalWeek

30. Thank you!
Paul Gillin
508-202-9807
[email protected]
www.gillin.com
Twitter: pgillin
Available on Amazon or from
NewInfluencers.com
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