What The F**K is Social Media?

1. WHAT THE F**K IS SOCIAL MEDIA
?

2. SOCIAL MEDIA IS AN UMBRELLA TERM
THAT DEFINES THE VARIOUS ACTIVITIES
THAT INTEGRATE TECHNOLOGY, SOCIAL
INTERACTION, AND THE
CONSTRUCTION OF WORDS, PICTURES,
VIDEOS AND AUDIO.http://www.wikipedia.org

3. More simply put:
“Social media
is people having
conversations online.”

4. • Blogs
• Micro Blogs
• Online Chat
• RSS
• Widgets
• Social Networks
• Social Bookmarks
• Message Boards
• Podcasts
• Video Sharing Sites
• Photo Sharing Sites
• Virtual Worlds
• Wikis
The conversations are powered by…
(…just to name a few)

5. WHY THE F**K
SHOULD I

CARE?

6. Reason #1
SOCIAL-NETWORKING SITES
ARE OFFICIALLY MORE
POPULAR THAN PORN SITES.

TIME, OCTOBER 13, 2007

7. Almost
4,000,000
articles

8. >100,000,000
videos
(65,000 new videos/day)

9. 200,000,000 blogs

10. 1.5 million

residents

11. Source: Universal McCann Comparative Study on Social Media Trends April 2008

73%

of active online users have read a blog

12. 45%
have started their own blog

13. 39%

subscribe to an RSS feed

14. 57%

have joined
a social
network

15. 55%
have uploaded photos

16. 83%
have watched video clips

17. “IN 2008, IF YOU’RE NOT ON
A SOCIAL NETWORKING
SITE, YOU’RE NOT ON THE
INTERNET.”

IAB PLATFORM STATUS REPORT: USER GENERATED CONTENT, SOCIAL MEDIA, AND ADVERTISING
- AN OVERVIEW, APRIL 2008

18. IT’S NOT A FAD.IT’S A FUNDAMENTAL
SHIFT IN THE WAY
WE COMMUNICATE.

19. The old communication model
was a
monologue.

21. Only
18%
of
TV ad campaigns
generate positive
ROI
( )

22. 90%
of
people who
can skip TV
ads, do.

23. 3000

The average person is exposed to
advertising messages/day

24. ONLY
14%

OF PEOPLE TRUST
ADVERTISEMENTS.

25. 78%

OF PEOPLE TRUST THE
RECOMMENDATIONS OF
OTHER CONSUMERS.

NIELSEN “TRUST IN ADVERTISING” REPORT, OCTOBER 2007 Reason #2

26. 14%
VS.
78%

HMM….

27. The new communication model
is a
dialogue.

28. Which means it’s….TRANSPARENT
INCLUSIVE

AUTHENTIC

VIBRANT

CONSUMER-DRIVEN

29. And it’s NOT…CONTROLLED

ORGANIZED

EXCLUSIVE

PRODUCT-DRIVEN

“ON MESSAGE”

30. “Content is the new democracy
and we the people, are ensuring
that our voices are heard.”Brian Solis, “The Social Media Manifesto”

31. PEOPLE ARE
TALKING ABOUT
YOUR BRAND.
RIGHT NOW.Reason #3

32. 34%

post opinions
about products
& brands on
their blog

34. trust bloggers’
opinions on
products &
services

35. SOCIAL MEDIA “IS ONLY GOING TO
BECOME MORE PERVASIVE AND AS
SUCH, BECOME A CRITICAL FACTOR
IN THE SUCCESS OR FAILURE OF ANY
BUSINESS.”BRIAN SOLIS, SOCIAL MEDIA MANIFESTO, AUGUST 21, 2007 Reason #4

36. Welcome to the future.
SOURCE: UNIVERSAL MCCANN COMPARATIVE STUDY ON SOCIAL MEDIA TRENDS APRIL 2008

37. AND SPEAKING OF THE
FUTURE…
(a.k.a. Reason #5)

38. Tomorrow’s consumers are today’s
“digital natives.”

39. By 2010, Millenials/Gen Y-ers will
outnumber Baby Boomers.

40. They already wield $350 BILLION/
year in direct spending power.

41. MILLENIALS SPEND
>
16 HOURS/WEEK

ONLINE.

42. 96%
OF THEM HAVE
JOINED A SOCIAL NETWORK.

43. They have an average of
53 online friends.

44. AND THEY DON’T CARE
ABOUT YOUR AD. THEY CARE
WHAT THEIR
FRIENDS THINK.

45. THE TRAIN IS LEAVING THE
STATION.

WITH OR WITHOUT
YOU. Translation:

46. F**K!

47. HOW DO I
GET ON
THE TRAIN
?

48. EASY.
JUST
F**KING
GET ON.

49. “It’s about conversations, and the best
communicators start as the best
listeners.”Brian Solis, Social Media Manifesto

50. Listen.

A.

51. Immerse yourself in the conversations.
(any or all of the above are a good place to start!)

52. Messages are not conversations.

53. Participate.

B.

54. Hint: Share some stuff.

55. IT’S A DIALOGUE,
NOT A
MONOLOGUE.
I absolutely ADORE the
food at that restaurant!
Me, too! And isn’t
the bartender just
dreamy?

56. Relinquish

control.

C.

57. REPEAT AFTER ME:“THE GOAL IS NOT TO
CONTROL THE
CONVERSATION.”

58. THE GOAL IS TO:

ENABLE

INSPIRE

INFLUENCE



&…

59. Engage!

D.

60.





http://www.talktorunningman.com

61. http://www.mystarbucksidea.com

62. http://www.nikeplus.com

63. CREATE OPPORTUNITIES
FOR PEOPLE TO FEEL

OWNERSHIP OF
THE BRAND.

64. GIVE THEM SOMETHING
TO TALK ABOUT.

65. “When I'm
good, I'm
very good,
but when I'm
bad, I'm
better.”

66. LOVE YOU

OR
HATE YOU!
( JUST DON’T LEAVE THEM INDIFFERENT.)

MAKE ‘EM

67. AND FINALLY,
A WORD OF WARNING:

68. DON’T
F**K
WITH
PEOPLE.

69. OPEN
HONEST

AUTHENTIC

DIALOGUE

“Any blog that
spins the truth will
be found out. In a
world of social
media honesty is
the only policy.”

70. F**K
YOU
VERY
MUCH
!
MARTA KAGAN
SOCIAL MEDIA EVANGELIST +
ONLINE MARKETING PRO
http://martazkagan.com
http://BonafideMarketingGenius.com
http://twitter.com/mzkagan

71. Image CreditsAll images courtesy of istockphoto.com except:
Screen capture ofhttp://www.nikeplus.com

Screen capture of “The Breakup”http://youtube.com/watch?v=D3qltEtl7H8

Screen capture of
http://www.TalkToRunningMan.com

Screen capture of
http://www.mystarbucksidea.com

Mae West
1933 "I'm No Angel"
Image courtesy MPTV.net

72. Image CreditsAll of the following social media platforms were referenced in this presentation; logos were grabbed from the
homepages of each (in most cases, adding a “.com” to the end of the platform name will get you there).

73. Data CreditsFACEBOOK: MORE POPULAR THAN PORN
Time, October 13, 2007
http://www.time.com/time/business/article/0,8599,1678586,00.html?xid=newsletter-weekly

IAB PLATFORM STATUS REPORT: USER GENERATED CONTENT, SOCIAL MEDIA, AND ADVERTISING
- AN OVERVIEW, APRIL 2008
http://www.iab.net/media/file/2008_ugc_platform.pdf

BRANDING 2.0 & SOCIAL MEDIA, SAMPAD SWAINhttp://managementchords.blogspot.com

NIELSEN “TRUST IN ADVERTISING” REPORT, OCTOBER 2007
http://www2.acnielsen.com/reports/documents/TrustinAdvertisingOct07.pdf

SOCIAL MEDIA MANIFESTO, BRIAN SOLIS
http://www.briansolis.com/2007/06/future-of-communications-manifesto-for.html

http://www.scribd.com/doc/258055/Social-Media-Manifesto-by-Brian-Solis

CONSUMER 2.0 FIVE RULES TO ENGAGING A NEW BREED OF CONSUMER BY MR. YOUTH AND REPNATION
MEDIA, APRIL 2008
http://www.scribd.com/doc/2898474/Consumer-20

UNIVERSAL MCCANN COMPARATIVE STUDY ON SOCIAL MEDIA TRENDS APRIL 2008
http://www.universalmccann.com/Assets/2413%20-%20Wave%203%20complete%20document%20AW
%203_20080418124523.pdf

74. Connect with me (please!)
Marta Z. Kagan
Social Media Evangelist + Online Marketing Pro
Mobile: [phone]
Email: [email protected]

AIM: martazk
Twitter: http://twitter.com/mzkagan

Facebook: http://www.facebook.com/people/Marta_Kagan/756555158

LinkedIn: http://www.linkedin.com/in/martakagan

My blog: http://bonafidemarketinggenius.com/

My social media resume: http://martazkagan.com/

© 2008, Marta Z. Kagan
All rights reserved. (But happy to share – just ask!)