Paul Gillin's presentation for Knight Digital Media

1. Social Networks: New Architecture of the Web Paul Gillin Poynter/NewsU Webinar April 14, 2009

3. Traditional communications

4. New reality

6. The Many Arms of Social Media Cost to user = $0

7. Whom Do Consumers Trust? Percent who trust each source Source: Nielsen, Oct., 2007

8. Self-Organized Communities “ This is the first time we are going to give the Internet a chance to prove itself and see whether it is all hype or genuine." Cadbury spokesman Quoted in the U.K.’s Telegraph

10. Ready-Made Markets

11. 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

12. The New Media Structure BLOGGERS ADVERTISERS PUBLISHERS MEDIA BLOGGERS EDITORS JOURNALISTS CONSUMERS

13. Essential Elements Profile Friends Groups

15. The New Newspaper?

16. New Kids On The Block

18. Just One Guy Technorati rank: 714 Technorati fans: 146 Google Indexed pages: 3,760 Alex ranking: Top .17% Inbound links: 10,542 Del.icio.us bookmarks: 2,068 New York Times citations: 136 Computerworld citations: 193 InformationWeek citations: 72 Newsletter subscribers: 130,000

19. Network Efficiency

20. Twitter’s Curious Appeal

21. Immediate The Office on Twitter Dell Outlet on Twitter

22. Interactive Engagement Role-playing games (The Office) Reality Experience (Dove Reality Diaries)

23. Interactive Engagement Quizzes (USA’s Psych) Immersive (Carnival Funship Island)

24. Community as Content By contributing to the body of knowledge, members gain insights they couldn’t learn from experts alone Personal finance Travel planning Local services Language education Travel planning How-to video

25. A Case Study: Motrin Moms

27. Mass Media Pickup Courtesy Digitas

28. Online Activity Spikes Courtesy Digitas

30. Thank you! Paul Gillin 508-202-9807 [email_address] www.gillin.com Available on Amazon or from ww.NewInfluencers.com Coming October, 2008