This document discusses trends in social media marketing in 2010. It notes that Facebook had over 400 million users at the time, approaching the total population of the US and Mexico combined. Emerging social networks like Foursquare were gaining popularity as well, with one million users and 20 million check-ins in its first year. The document explores how brands can leverage social media platforms like these to engage customers, including through location-based services, loyalty programs, and innovative advertising approaches.

1. 2010
Social
Media
Report

2. Social
Media
Trends
To
date,
there
are
over
400
million
Facebook
users.
That
focusing
on
400
million,
presGge
brands
should
cater
to
gated
nearly
parallels
the
total
number
of
residents
in
America
and
online
communiGes,
such
as
Gilt
Groupe
and
Mexico,
combined.
We
should
expect
there
to
be
more
aSmallWorld.com.
More
specifically,
purveyors
of
luxury
Facebook
users
than
people
in
North
America
in
the
next
should
target
the
emerging
class
of
digitally
savvy
affluent
three
months,
given
Facebook's
current
trajectory.
Following
Gen
Yers.
Learn
how
affluent
Gen
Yers
will
shape
tomorrow's
on
the
tails
of
the
world's
largest
social
network
are
new,
most
presGgious
social
networks.
emerging
companies
changing
the
game.
FourSquare
is
a
locaGon-­‐based
social
network
and
brightest
star
among
its
How
Retailers
Are
Using
Social
Media
to
Promote,
Sell,
and
emerging
peers
-­‐-­‐
with
one
million
users
and
20
million
"check
Engage
-­‐
If
you
haven't
heard,
the
buzz
word
these
days
is
ins"
in
its
first
year.
The
scope
of
possibiliGes
for
brands
to
"Foursquare."
A
small,
New
York
tech
start-­‐up
that
is
on
its
capture
these
growing
social
audiences
is
astounding.
way
to
becoming
the
next
biggest
thing
in
social
media.
Foursquare
is
a
locaGon-­‐based
service
that
allows
users
to
With
seemingly
unlimited
possibiliGes,
markeGng
leaders
are
"check
in"
at
places
they
frequent
in
their
daily
lives.
By
blazing
new
trails
with
experimentaGon
and
innovaGon.
encouraging
users
to
do
this
simple
task,
Foursquare
is
Starbucks
leverages
GPS
to
deliver
discounts,
EA
Games
offering
a
huge
draw
to
local
retailers,
and
helping
to
bring
enables
users
to
play
professional
quality
games
and
win
back
the
long-­‐outdated
promoGon
tool
known
as
the
loyalty
prizes
without
ever
leaving
the
banner
ad,
digitally
savvy
program.
Not
long
ago
considered
an
ancient
and
cliche
poliGcians
are
mobilizing
support
through
locaGon-­‐based
business
tacGc,
the
loyalty
program
is
having
a
rebirth
by
way
social
networks
and
we're
witnessing
the
re-­‐emergence
of
of
social
media
sites
like
Facebook,
TwiZer,
and
newcomer
loyalty
programs.
For
marketers
to
engage
consumers,
they
Foursquare.
must
take
risks
and
focus
on
hyper-­‐relevant
content,
meaningful
relaGonships,
mulGmedia,
exclusivity
and
internet
FourSquare:
What
the
Buzz
is
About
-­‐
If
you’ve
been
using
ubiquity.
social
networks
for
the
past
few
years,
you’ve
seen
how
the
buzz
has
shied
from
MySpace
to
Facebook
to
TwiZer
and
The
posts
below
explore
the
ever-­‐changing
markeGng
back
to
Facebook.
These
seemingly
organic
shis
between
environment
and
how
to
use
it
to
your
advantage:
virtual
worlds
have
probably
le
you
wondering
what
might
be
next
on
the
horizon.
Well,
many
experts
in
the
digital
and
The
Next
GeneraGon
of
Affluent
Networkers
-­‐
For
presGge
social
arenas
have
been
keeping
a
close
eye
on
Foursquare.
brands
that
strive
for
exclusivity,
Facebook's
400
million
users
is
quite
an
inGmidaGng
number.
That's
not
to
say
presGge
Top
5
New
AdverGsing
DirecGons
-­‐
AdverGsing
is
in
a
brands
should
not
target
social
networks,
however.
Instead
of
transiGonal
period,
where
marketers
are
experimenGng
with

3. Social
Media
Trends
innovaGve
strategies
and
tools.
EA
Sports,
FourSquare,
Apple,
Using
Social
Media
to
Rally
Support
for
PoliGcians
-­‐
To
Sponsored
Tweets
are
just
a
few
adverGsers
and
developers
advance
the
conversaGon
and
mobilize
community
support,
pushing
a
new
mode
of
thinking
in
markeGng
circles
-­‐-­‐
one
social
media
is
becoming
a
staple
of
the
poliGcal
tool
box.
that
relies
on
social,
interacGve,
valuable
and
most
Facebook,
TwiZer
and
other
social
networks
reinforce
poliGcal
importantly,
fun.
Using
the
aforemenGoned
examples,
we'll
messages
and
fuel
offline
support.
Though
Facebook
and
build
a
new
markeGng
model
that
leverages
the
benefits
of
TwiZer
have
seen
several
poliGcal
seasons,
emerging
social
each
innovaGve
campaign
to
provide
a
glimpse
into
what
networks,
such
as
FourSquare,
are
only
now
beginning
to
adverGsing
might
look
like
in
2-­‐5
years.
make
in-­‐roads
into
poliGcs.
How
to
Use
Social
Media
to
Improve
Your
Health
-­‐
With
each
Social
Networks
Across
Media
Pla_orms
-­‐
Social
media
exists
advancement
in
communicaGons,
the
consumer
health
and
not
only
on
Facebook.com
or
TwiZer.com.
Advancements
in
wellness
category
grows
larger
and
further
empowers
those
social
media
tech,
in
parGcular
Facebook,
enables
users
across
seeking
a
healthier
lifestyle.
Home
exercise
was
popularized
the
web
to
have
the
uGlity
of
their
favorite
social
networks
by
VHS
(think
Richard
Simmons),
On
Demand
TV
channels
without
ever
visiGng
its
URL.
This
social
media
ubiquity
eliminated
casseZes,
WebMD
put
health
on
the
digital
map
creates
a
seamless
connecGon
to
third
party
sites
and
enable
and
now
we're
witnessing
Health
2.0
with
the
advent
of
social
users
to
always
be
connected
to
their
favorite
social
network
media.
-­‐-­‐
whether
they're
at
a
train
stop
or
reading
their
favorite
blog.

4. The
Next
GeneraGon
of
Affluent
Networkers
By
Ethan
Lyon,
Senior
Writer
by
purchasing
luxury
items
only
those
that
are
“in
concept
is
certainly
thriving.
Gilt
expects
to
pull
in
the
know”
would
know.
$500
million
in
revenue
in
2010.
As
of
March
2010,
Facebook
amassed
over
400
million
users.
For
presGge
brands
that
strive
for
Indeed,
in
one
of
Sterling’s
audience
tesGmonials,
Open
social
networks,
such
as
Facebook,
might
exclusivity,
400
million
is
quite
an
inGmidaGng
a
Gen
Yer
said
he
purchases
shirts
from
a
Scojsh
build
brand
lust,
but
fall
short
of
generaGng
number.
That's
not
to
say
presGge
brands
should
designer
with
around
three
small
stores
in
revenue
for
presGge
brands.
The
ulGmate
goal
of
not
target
social
networks,
however.
Instead
of
Europe.
With
only
a
small
colored
tag
to
idenGfy
any
markeGng
campaign
is
to
generate
revenues
focusing
on
400
million,
presGge
brands
should
the
designer,
he
gets
graGficaGon
seeing
others
and
with
only
11
percent
of
affluent
users
on
cater
to
gated
online
communiGes,
such
as
Gilt
wear
the
Scojsh
brand.
The
principle
of
Facebook,
it's
not
worth
a
significant
investment.
Groupe
and
aSmallWorld.com.
exclusivity
holds
true
in
the
digital
space,
with
PresGge
brands
should
take
a
cue
from
Sterling
gated
communiGes
like
aSmallWorld.com.
and
the
growth
of
Gilt
Groupe
and
More
specifically,
purveyors
of
luxury
should
aSmallWorld.com
to
grow
their
image
among
target
the
emerging
class
of
digitally
savvy
aSmallWorld.com,
also
referred
to
as
the
their
target
audience.
affluent
Gen
Yers.
At
the
2010
L2
GeneraGon
Next
"MySpace
for
Millionaires,"
is
an
invite-­‐only
social
conference,
Sterling
Lanier,
President
of
the
network
that
borrows
aspects
of
Facebook,
market
research
consultancy
ChaZer,
provided
a
LinkedIn,
Yelp
and
Craigslist.
The
site
prides
itself
glimpse
into
the
psychology
of
tomorrow’s
on
its
exclusivity
so
much
so
that
it
exiles
affluent
buyers.
Let's
take
Sterling's
insights
and
members
that
don't
follow
its
terms
of
use
to
the
apply
them
to
social
media
to
get
an
idea
of
"aBigWorld."
Its
elite
clientele
include
Ivanka
tomorrow's
luxury
online.
Trump,
Naomi
Campbell,
Hiltons
and
former
athletes
that
can
share
lux-­‐brand
experiences,
First,
we
need
to
understand
that
affluent
web
recommendaGons
and
purchases.
users
are
not
concentrated
on
open
social
pla_orms
like
Facebook.
In
fact,
only
11
percent
Much
like
aSmallWorld.com,
Gilt
Groupe
is
a
of
affluent
users
are
on
Facebook,
according
to
a
gated,
invite-­‐only
community,
but
focues
on
lux-­‐
study
by
the
Luxury
InsGtute.
deals.
Sterling
found
Gen
Y
needs
to
raGonalize
their
exorbitant
purchasing
decisions.
The
aspiring
rich
and
famous
aspire
to
gain
status
among
an
exclusive
network.
The
majority,
or
2/3
One
way
of
doing
that
is
finding
the
best
deal.
Gilt
of
affluent
Gen
Yers
thrive
on
“the
secret
Groupe
helps
Gen
Y
raGonalize
buying
$5,000
handshake.”
In
other
words,
they
seek
exclusivity
drop-­‐crotch
designer
trousers.
The
lux-­‐deal
Image
by
Kostya Kisleyko
from
Stock.Xchng

5. How
Retailers
Are
Using
Social
Media
to
Promote,
Sell,
and
Engage
By
Chanhtha
Thach,
ContribuGng
Writer
There
are
plenty
of
other
social
media
methods
looking
at
you
spam
email,
social
media
retailers
are
using
to
promote,
sell,
and
engage
campaigns
engage
customers
through
their
own
If
you
haven't
heard,
the
buzz
word
these
days
is
their
more
tradiGonal
customers
(read:
privacy
voluntary
parGcipaGon.
Whether
it's
thousands
of
"Foursquare."
A
small,
New
York
tech
start-­‐up
paranoids).
The
most
interesGng
online
retail
sites
users
becoming
Facebook
fans
of
their
favorite
that
is
on
its
way
to
becoming
the
next
biggest
these
days
provide
a
shopping
experience
that
brand,
or
following
their
favorite
stores
on
TwiZer
thing
in
social
media.
Foursquare
is
a
locaGon-­‐ includes
blogs,
contest
promoGons,
and
links
that
to
catch
the
latest
deals,
social
media
is
what
it
is:
based
service
that
allows
users
to
"check
in"
at
immerse
the
shopper
in
the
brand's
culture
and
social.
Buyers
are
involved
because
they
want
to
places
they
frequent
in
their
daily
lives.
By
introduce
them
to
new
products
that
may
or
may
be
a
part
of
whatever
the
retailer
has
to
offer.
And
encouraging
users
to
do
this
simple
task,
not
be
related
to
the
primary
brand.
Although
in
this
age
of
TiVo,
spam
filters,
and
pop-­‐up
ad
Foursquare
is
offering
a
huge
draw
to
local
blogs
aren't
technically
a
form
of
social
media,
blockers,
this
type
of
voluntary
parGcipaGon
is
retailers,
and
helping
to
bring
back
the
long-­‐ they
do
elicit
users
to
comment
and
share.
And
if
what
makes
social
media
markeGng
invaluable.
outdated
promoGon
tool
known
as
the
loyalty
they
like
what
they're
reading,
they'll
most
likely
Instead
of
being
x-­‐ed
out
and
deleted,
social
program.
Not
long
ago
considered
an
ancient
and
visit
the
site
again
for
updates.
media
makes
brands
worthy
of
being
sought-­‐out
cliche
business
tacGc,
the
loyalty
program
is
and
repeatedly
viewed.
having
a
rebirth
by
way
of
social
media
sites
like
Making
shoppers
feel
special
and
creaGng
online
Facebook,
TwiZer,
and
newcomer
Foursquare.
communiGes
are
both
major
aspects
of
social
media
markeGng.
As
a
lifestyle
brand,
a
retailer
Retailers
like
TasG
D-­‐Lite
are
pairing
their
like
Urban
Ou_iZers
use
their
Facebook
page
and
tradiGonal
loyalty
card
programs
with
a
social
Tweets
to
not
only
keep
their
customers
in
the
media
iniGaGve
that
rewards
visitors
who
Tweet
know
about
discounts
and
in-­‐store
events,
but
to
about
the
brand.
Also,
when
customers
swipe
promote
community-­‐oriented
things
like
job
their
loyalty
cards
at
the
register,
a
branded
Tweet
opportuniGes,
sharing
behind-­‐the-­‐scenes
secrets,
goes
out
to
their
TwiZerverse,
creaGng
a
and
divulging
music
employees
are
currently
promoGonal
win-­‐win
for
the
frozen
yogurt
listening
to.
Looking
to
be
a
indie-­‐princess
or
a
company.
Starbucks
has
a
similar
program
that
is
hipster
that
just
walked
out
of
Brooklyn?
Fan
the
being
implemented
with
Foursquare.
Each
Gme
a
Urban
Ou_iZers
page
and
you'll
get
all
the
insider
customer
"checks
in"
at
their
local
Starbucks,
they
info
you
need.
earn
points
towards
free
drinks,
food,
and
other
rewards.
Sounds
cute,
right?
Or
scary,
for
those
of
So
what
makes
retail
and
social
media
a
perfect
us
who
don't
really
like
to
share.
pair?
A
few
things:
Where
tradiGonal
methods
of
"push"
promoGon
were
seen
as
invasive-­‐-­‐here's
Image
by
Roy Mattappallil
from
Stock.Xchng

6. FourSquare:
What
the
Buzz
is
About?
By
Kenneth
Hunt,
ContribuGng
Writer
card
at
any
locaGon
and
lejng
all
of
their
friends
potenGal
of
Foursquare
but
consider
this;
before
know
that
they
were
there.
AdverGsers
now
have
MySpace,
no
one
considered
posGng
pictures
of
If
you’ve
been
using
social
networks
for
the
past
the
ability
to
aZract
their
most
loyal
customers
themselves
online
for
everyone
to
see;
and
before
few
years,
you’ve
seen
how
the
buzz
has
shied
with
incenGves,
knowing
that
their
dedicaGon
to
Facebook
no
one
considered
posGng
their
inner
from
MySpace
to
Facebook
to
TwiZer
and
back
to
the
brand
will
be
published
for
all
their
friends
to
feelings
in
a
status
update;
and
before
TwiZer
no
Facebook.
These
seemingly
organic
shis
see.
one
considered
tweeGng
their
every
move
between
virtual
worlds
have
probably
le
you
throughout
their
vacaGon.
Social
networks
have
wondering
what
might
be
next
on
the
horizon.
Starbucks
is
one
of
the
largest
and
most
recent
changed
the
way
we
interact
and
what
we
Well,
many
experts
in
the
digital
and
social
arenas
brands
to
partner
with
Foursquare.
Back
in
consider
private;
especially
for
teens
and
twenty-­‐
have
been
keeping
a
close
eye
on
Foursquare.
March
the
coffee
giant
began
experimenGng
with
somethings.
Privacy
is
no
longer
something
to
Foursquare
as
a
customer
loyalty
tool.
Aer
a
maintain,
but
something
that
you
must
reveal
What
is
Foursquare
you
ask?
In
short,
it
is
a
visitor
has
checked
in
5
Gmes
at
any
Starbucks
when
you’re
a
celebrity,
at
least
among
your
300
locaGon-­‐based
social
networking
game
designed
locaGon,
they
can
now
unlock
the
“Barista
closest
friends.
for
mobile
users
to
compete
with
their
friends
Badge”.
Social
Media
Blog
Mashable.com
writes,
socially
in
the
real
world.
The
Foursquare
mobile
“With
Starbucks
on
board,
there’s
no
quesGon
At
this
point,
Foursquare
seems
poised
for
huge
applicaGon
uses
your
phone’s
GPS
funcGon
to
that
Foursquare
has
all
the
tools
necessary
to
success.
As
long
as
major
brands
keep
joining
the
locate
your
whereabouts
when
you
“check-­‐in”
appeal
to
—
and
reach
—
a
mainstream
bandwagon,
Foursquare
can
sit
back
and
let
them
through
the
app
at
different
locaGons.
When
audience.”
AdverGsers
like
Starbucks
have
been
do
the
adverGsing
as
they
see
their
user
base
users
check-­‐in
at
their
favorite
restaurant
or
dreaming
of
locaGon-­‐based
adverGsing
on
mobile
skyrocket.
This
has
grabbed
the
aZenGon
of
nightclub
for
example,
their
friends
are
noGfied
phones
and
it
seems
as
though
Foursquare
is
now
some
major
digital
players
such
as
Yahoo,
who
are
and
the
user
can
earn
points
or
unlock
badges
providing
such
a
pla_orm.
reportedly
aZempGng
to
buy
the
social
pla_orm
depending
on
when,
where
and
how
oen
they
for
more
than
$80
million.
Michael
Arrington
of
check
in.
When
a
user
checks
in
to
a
specific
Some
might
wonder
how
an
applicaGon
that
TechCrunch.com
suggests
that
Foursquare
would
locaGon
more
than
any
other
user,
they
are
tracks
their
whereabouts
could
ever
become
be
making
a
huge
mistake
to
sell
at
this
point.
He
known
as
the
Mayor
of
that
locaGon.
popular.
It
sounds
too
much
like
an
invasion
of
notes
how
Yahoo
is
where
“startups
go
to
die”
privacy,
right?
It
also
sounds
like
you
actually
and
that
founders
oen
“leave
in
disgust.”
At
the
How
could
this
change
the
face
of
social
media
have
to
leave
your
home
to
parGcipate
(might
be
same
Gme,
Facebook
and
TwiZer
are
poised
to
markeGng?
Foursquare
offers
the
unique
more
difficult
for
the
workaholics
and
family
make
their
way
into
locaGon-­‐based
networking
opportunity
for
brands
to
track
and
reward
folks).
In
addiGon,
you
have
to
remember
to
which
should
have
Foursquare
worried.
It
looks
visitors
offline
who
frequent
their
real
world
check-­‐in
if
you
want
to
earn
points
or
badges.
like
founder
Dennis
Crowley
will
have
some
very
venues.
It’s
like
a
customer
using
a
frequent
diner
That’s
a
legiGmate
concern
for
the
growth
difficult
decisions
to
make
in
the
near
future.
We’ll
be
keeping
our
eye
on
Foursquare
and
look
forward
to
discussing
their
progress.

7. Top
5
New
AdverGsing
DirecGons
By
Ethan
Lyon,
Senior
Writer
championing
a
new
thinking
in
the
adverGsing
providesensuring
patronage
for
businesses.
It's
industry:
truly
a
win-­‐win
adverGsing
model.
You
are
2.3
seconds
behind
Roterro214
on
the
final
lap
and
just
about
to
pass
him
and...
BAM,
he
EA
Sports
-­‐-­‐
EA
Sports
pulled
out
all
the
stops
Sponsored
Tweets
-­‐-­‐
You've
spent
months
swipes
your
Porsche
and
it
goes
into
a
spiral
roll
markeGng
its
Need
for
Speed:
Shi
release.
Users
building
your
TwiZer
fan-­‐base
to
6,000.
Thanks
to
across
the
track.
Your
dream
of
winning
the
Coca-­‐ could
sign
up
to
win
prizes,
such
as
a
Coca
Cola
Sponsored
Tweets,
it's
Gme
to
cash-­‐in.
Marketers
Cola
fridge
is
dashed
yet
again.
fridge
and
play
a
demo
version
of
the
game
all
cra
a
message
and
determine
the
type
of
within
a
banner
adverGsement.
TwiZerers
that
should
spread
it.
Then
they
You
might
think
behind
the
wheel
of
a
Porsche
in
segment
users,
much
like
Google
AdWords
Grand
Turismo
or
another
XBox
Live,
high-­‐ EA's
banner
ad
featured
crisp
graphics
and
(locaGon,
Gming,
etc),
and
Sponsored
Tweets
adrenaline
racing
game.
Instead,
you're
playing
a
smooth
game
play
-­‐-­‐
a
far
remove
from
the
bop-­‐ suggests
you,
the
TwiZer
influencer,
to
pass
on
banner
adverGsement
for
EA
Sports
new
game,
George-­‐Bush-­‐on-­‐the-­‐head
games
that
populated
their
message.
Need
for
Speed:
Shi.
EA's
banner
game
offers
MySpace
in
its
early
days.
glimpse
into
the
future
of
markeGng.
FourSquare
-­‐-­‐
Imagine
aer
checking
into
your
iAd
Network
-­‐-­‐
Steve
Jobs
offered
a
glimpse
into
a
favorite
cafe,
you're
given
a
10%
discount
on
a
tall
We
are
in
a
transformaGve
Gme
in
adverGsing.
We
new
direcGon
in
mobile
adverGsing
with
the
iAd
laZe.
FourSquare
is
a
locaGon-­‐based
game
that
are
transiGoning
away
from
pushing
a
message
to
Network.
Jobs
demonstrated
a
Toy
Story
3
banner
rewards
you
for
checking
into
your
favorite
adverGsing
2.0,
where
users
select
relevant,
ad
mock-­‐up
in
which
users
could
click
the
ad
and
hangouts
with
badges
and
mayorships.
entertaining
content.
"If
people
instead
pull
bits
be
transported
to
a
microsite.
of
informaGon
into
their
lives
through
a
game,
Gaining
1
million
users
in
its
first
year,
FourSquare
they
are
more
likely
to
feel
a
sense
of
ownership,"
The
microsite
enabled
users
to
play
games,
is
the
hoZest
mobile
social
network.
It's
no
writes
the
NY
Times.
Games
are
just
one
way
to
download
wall
paper
and
use
GPS
to
locate
a
surprise
it's
trying
to
moneGze
its
userbase
create
consumer
/
brand
ownership.
nearby
theater
featuring
Toy
Story
3.
Jobs'
vision
through
FourSquare
for
Businesses.
TasG
D-­‐Lite
is
of
adverGsing
2.0
is
one
where
the
ad
engages
the
an
early
parGcipant
in
the
program
-­‐-­‐
offering
Much
like
EA
Sports
banner
adverGsements,
user
in
a
deep
and
interacGve
way.
discounts
to
users
in
two
of
its
New
York
City
marketers
are
pioneering
new
ways
to
engage
locaGons.
Since
TasG
D-­‐Lite's
beta
test
in
2009,
users
in
fun,
informaGve
and
highly
relevant
ways
Groupon
-­‐-­‐
It's
called
collecGve
buying
power.
Starbucks
has
also
signed
up.
-­‐-­‐
whether
it's
through
high-­‐quality,
banner
ad
Groupon
borrows
principles
of
crowdsourcing
to
games
or
iAd's
Toy
Story
3
microsite
or
Groupon's
get
incredible
discounts
for
its
users.
Just
sign
up,
Make
no
mistake,
EA
Sports,
Apple,
Groupon,
group
discount
voGng.
AdverGsing
2.0
is
about
vote
on
your
favorite
discount
and
if
enough
Sponsored
Tweets
and
FourSquare
are
not
having
fun.
And
the
following
brands
are
people
like
it,
you
can
have
it.
Groupon
individually
the
answer
to
adverGsing
2.0.
Each

8. Top
5
New
AdverGsing
DirecGons
represents
a
new
mode
of
thinking
that
will
push
how
users
interact
with
brand
markeGng.
If,
collecGvely
discounted
products
and
services
while,
the
above
examples,
what
could
adverGsing
look
like
in
5
years?
Combining
these
examples,
you'd
have
a
highly
interacGve
and
engaging
ad
pla_orm.
Imagine
walking
into
Borders
Books,
checking
into
FourSquare
where
it
serves
up
a
banner
ad.
Click
on
the
banner
ad,
and
to
gain
access
to
deep-­‐
discount
coupons,
you
must
play
a
game.
You
must
collect
the
Dracula
and
AcGon
Hero
badges
in
the
horror
and
comic
secGons,
respecGvely.
Then
Borders
gives
you
a
choice
of
which
coupons
to
download.
Because
you're
in
the
mood
for
a
laZe,
you
download
the
50%
SeaZle's
Best
coupon,
which
automaGcally
announces
the
savings
to
your
TwiZerverse.
The
locaGon-­‐based
hunt
for
discounts
might
not
be
the
complete
vision
of
mobile
adverGsing,
but
it
includes
many
of
the
emerging
elements
in
adverGsing
2.0:
social,
interacGve,
valuable
and
most
importantly,
fun.

9. Social
Networks
Across
Media
Pla_orms
By
Ethan
Lyon,
Senior
Writer
web.
Therefore,
if
you
go
to
Mashable,
you
can
"check
ins."
MulG-­‐tasking
smartphones,
like
become
a
fan
without
going
to
Facebook.
"This
is
iPhone
OS
4,
make
this
a
definite
possibility.
Social
media
exists
not
only
on
Facebook.com
or
a
really
significant
step
for
Facebook.
For
years
TwiZer.com.
Advancements
in
social
media
tech,
we've
been
saying
that
FB
is
an
open
pla_orm,
“Social
media
is
embedded
in
our
lives.
It’s
why
in
parGcular
Facebook,
enables
users
across
the
but
now
for
the
first
Gme,
the
likes
and
interests
people
go
to
a
restaurant
and
check
Foursquare
web
to
have
the
uGlity
of
their
favorite
social
of
my
Facebook
profile
link
to
places
that
are
not
before
they
sit
down
with
their
friends,”
says
networks
without
ever
visiGng
its
URL.
This
social
Facebook.com...My
idenGty
is
not
just
definied
by
AdverGsing
Age's
Beth
Snyder
Bulik.
And
media
ubiquity
creates
a
seamless
connecGon
to
things
on
Facebook,
it's
defined
by
things
all
over
Facebook
strives
to
be
the
ever-­‐present
social
third
party
sites
and
enable
users
to
always
be
the
Web."
network
throughout
the
web
with
its
Open
connected
to
their
favorite
social
network
-­‐-­‐
Graph.
Social
media
is
increasingly
becoming
whether
they're
at
a
train
stop
or
reading
their
Beyond
tradiGonal
social
communiGes,
such
as
ubiquitous
in
our
every
day
lives.
As
such,
there
is
favorite
blog.
Facebook,
geo-­‐locaGon
services
are
the
hoZest
a
call
for
social
networks
to
create
a
seamless
up-­‐and-­‐comers
on
the
social
scene.
While
experience
by
connecGng
us
with
the
world
Every
year,
Facebook
pushes
closer
to
creaGng
a
Facebook
creates
a
seamless
social
network
on
around
us
-­‐-­‐
whether
that's
on
our
favorite
cafe
seamless
social
web.
In
2007,
it
was
the
Facebook
the
web,
FourSquare
does
so
using
locaGon-­‐based
website
or
buying
a
coffee
in
that
very
cafe.
Pla_orm.
In
2008,
it
was
Facebook
Connect.
"Yelp
tech
-­‐-­‐
connecGng
your
digital
and
real-­‐world
is
mapping
out
the
part
of
the
graph
that
relates
social
lives.
Both
Facebook
and
FourSquare
are
to
small
businesses.
Pandora
is
mapping
out
the
blurring
the
lines
between
our
digital
browsing
part
of
the
graph
that
relates
to
music,"
Facebook
and
real
life
by
creaGng
seamless
social
networks.
CEO,
Mark
Zuckerberg
said
at
this
year's
2010
F8
conference.
"If
we
can
take
these
separate
maps
What
Facebook
is
doing
for
the
web,
FourSquare
of
the
graph
and
pull
them
all
together,
then
we
is
doing
for
geo-­‐locaGon
social
networks.
Gaining
can
create
a
Web
that's
smarter,
more
social,
over
one
million
users
in
its
first
year,
FourSquare
more
personalized,
and
more
semanGcally
is
a
clear
leader
in
locaGon-­‐based
social
networks.
aware."
FourSquare
uGlizes
the
GPS
in
mobile
phones
to
approximate
the
posiGon
of
its
users.
In
2010,
Open
Graph
aims
to
Ge
these
disparate
corners
of
the
web
together.
Users
do
not
have
to
Users
can
then
"check
in"
to
their
favorite
hang
be
on
Facebook
to
interact
with
it.
Part
of
Open
out
spots
to
earn
points
and
ulGmately
earn
Graph
is
its
"Like"
buZons.
In
24
hours,
Facebook
Mayorship
status.
To
create
a
more
seamless
served
up
1
billion
of
these
buZons
across
the
experience,
anGcipate
FourSquare
to
automate
its
Image
by
Flavio Takemoto
from
Stock.Xchng

10. Using
Social
Media
to
Rally
Support
for
PoliGcians
By
Ethan
Lyon,
Senior
Writer
directly
and
Facebook
is
about
personal,
face-­‐to-­‐ For
others,
like
the
Florida
Senator
Bill
Nelson,
face
community
interacGon
(figuraGvely
speaking,
TwiZer
enables
them
to
react
to
events
and
talk
“PoliGcs
is
about
conversaGon,
and
personal,
face-­‐ of
course).
from
the
heart,
so-­‐to-­‐speak.
Nelson
tweets
about
to-­‐face
interacGon
is
sGll
the
foundaGon
of
that,
relevant,
current
events,
"Saddened
by
Dorothy
especially
at
the
local
level...
broadening
my
FourSquare
-­‐
Tech-­‐savvy
poliGcians
are
"checking
Height’s
passing
-­‐
she
certainly
le
her
mark
in
overall
efforts
to
engage
with
the
community
I
into"
the
rapidly
growing
social
pla_orm,
America’s
history
as
a
pioneer
of
civil
rights,"
represent,”
writes
NY
State
Assemblyman
Micah
FourSquare.
Using
FourSquare's
locaGon-­‐based
while
showing
his
dedicaGon
to
consGtuencies:
Kellner
(D)
to
Mashable.
To
advance
the
social
network,
poliGcians
can
translate
online
"This
oil
spill
is
our
worst
nightmare
come
true.
conversaGon
and
mobilize
community
support,
influence
into
real-­‐world
support
and
connecGon
I’m
asking
for
invesGgaGon
of
lobbying
on
safety
social
media
is
becoming
a
staple
of
the
poliGcal
(i.e.
rallies
and
"meet-­‐ups").
Patrick
Kennedy,
who
rules
by
Big
Oil."
Nelson
and
other
poliGcians
tool
box.
Facebook,
TwiZer
and
other
social
is
currently
running
for
Congress
as
a
Democrat
demonstrate
an
ability
to
carry
on
a
real
Gme
networks
reinforce
poliGcal
messages
and
fuel
from
Arkansas,
is
enhancing
his
grass
roots
poliGcal
narraGve.
offline
support.
Though
Facebook
and
TwiZer
campaign
through
FourSquare,
among
other
have
seen
several
poliGcal
seasons,
emerging
social
media.
Kennedy
regularly
"checks
in"
when
YouTube
-­‐
Though
San
Francisco
Mayor
Gavin
social
networks,
such
as
FourSquare,
are
only
now
visiGng
consGtuencies,
giving
supporters
the
Newsom
is
known
for
his
Facebook
presence,
his
beginning
to
make
in-­‐roads
into
poliGcs.
ability
to
stop
by
and
meet
with
him.
YouTube
channel
is
a
brightspot
among
his
counterparts.
Gavin
uses
YouTube
as
a
direct
Each
social
network
requires
a
different
strategic
For
instance,
Kennedy
"checks
in,"
saying
channel
to
speak
regularly
(about
once
a
week)
to
approach.
“What
I
try
to
do,
both
internally
and
"MeeGng
Chief
Kirk
Lane
(@
Benton
Police
Dept)"
his
consGtuencies
on
up-­‐to-­‐date
issues.
Based
on
when
working
with
others
on
using
social
media
is
and
an
hour
later,
he's
"Gejng
ready
to
meet
Gavin's
balance
between
professionalism
and
to
talk
about
the
need
or
communicaGon
gap
with
County
Judge
Lanny
Fite.
(@
Saline
County
accessibility,
the
SF
mayor
clearly
understands
first,
then
figure
out
which
tools
best
fill
that
need
Courthouse)."
Kennedy
said
to
CNN,
"I
do
not
YouTube
as
a
pla_orm
to
"get
personal"
and
with
or
gap,"
says
Brad
Blake,
MassachuseZs
(D)
have
any
personal
finances
so
[I]
have
to
be
more
users.
For
instance,
Newsom
posted
a
video
of
Governor
Deval
Patrick's
Director
of
New
Media
creaGve
in
outreach
to
communiGes
and
him
signing
legislaGon
that
promotes
the
social
and
Online
Strategy.
Indeed,
social
media
strategy
consGtuencies.
Social
media,
if
used
creaGvely,
values
of
SF
and
explains
why
it's
important
to
should
be
tailored
to
each
poliGcal
campaign.
can
do
just
as
an
effecGve
job."
And
FourSquare
is
him
and
his
consGtuencies.
However,
most
social
networks
have
disGnct
a
creaGve
way
to
let
your
consGtuencies
know
benefits.
For
instance,
FourSquare
creates
real-­‐ where
they
can
find
you.
Facebook
-­‐
Barack
Obama
and
Sarah
Palin
are
the
world
impact
through
a
blend
of
mobile
social
top
two
poliGcal
heavyweights
on
Facebook.
Is
networking
and
gaming,
TwiZer
is
a
reacGve,
real-­‐ TwiZer
-­‐
For
most
poliGcians,
TwiZer
is
a
link
John
McCain
or
Facebook
darling
San
Francisco
Gme
medium,
YouTube
broadcasts
messages
aggregator
to
events
and
favorable
news
stories.
Mayor
Gavin
Newsom
number
three?
Nope,
try

11. Using
Social
Media
to
Rally
Support
for
PoliGcians
Manuel
"Manny"
Villar,
a
Philipine
Senator
and
president
of
the
Nacionalista
Party.
With
1.4
million
supporters,
Manny
has
taken
Facebook
by
storm.
He
provides
frequent
updates
and
fact-­‐
checks
to
squelch
opposiGon
gossip.
He
also
promotes
loyal
fans
by
re-­‐posGng
favorable
videos.
Considering
each
update
receives
around
800
comments,
it's
a
big
feather
in
your
cap
to
show
your
loyalty.
For
poliGcians,
social
media
is
a
communicaGons
tool
that
should
be
in
most,
if
not
all,
poliGcal
media
strategies.
It
is
a
way
for
poliGcians
to
carry
on
a
real
Gme
narraGve
directly
with
their
consGtuencies,
parGcularly
the
younger
generaGon,
at
an
affordable
cost.
Facebook
and
YouTube
enable
poliGcians
to
conGnue
their
poliGcal
narraGve
in
a
highly
personal
way,
while
TwiZer
and
FourSquare
give
users
informaGon
to
mobilize
and
show
support
at
rallies
and
other
meetups.
As
the
next
poliGcal
season
approaches
in
several
months,
we're
excited
to
see
how
social
media
(parGcularly
FourSquare)
will
be
uGlized
to
generate
support
online
and
off.
Image
by
Steve
White
from
Stock.Xchng

12. How
to
Use
Social
Media
to
Improve
Your
Health
By
Ethan
Lyon,
Senior
Writer
shelves
of
workout
videos
with
clips
of
Yoga
and
make
clarificaGons
based
on
user
chaZer.
In
fact,
Pilates
poses
(see
below).
YouTube
is
also
a
the
US
Congressional
Health
Caucus
streams
most
M.K
Kellogg
helped
pioneer
one
of
the
first
pla_orm
to
promote
the
collecGve
wisdom
of
its
of
its
events
/
meeGngs
through
its
UStream
nutriGon
movements
in
America
through
his
users.
For
instance,
Johnson
&
Johnson
channel,
channel
page.
cereal,
Kellogg
Corn
Flakes.
Since
the
beginning
of
with
1.8
million
upload
views,
focuses
on
his
mission
to
make
America
healthier
nearly
100
parenGng
advice
from
dozens
of
parents.
Obtain
community
support
-­‐
Coping
with
illness
years
ago,
the
health
and
wellness
category
has
or
other
health
challenges
can
be
difficult
when
blossomed
into
a
$112.4
billion
business.
With
Evaluate
health
status
-­‐
Livestrong,
of
yellow
going
it
alone.
What
beZer
way
to
gain
support
each
advancement
in
communicaGons,
the
wristband
fame,
offers
a
highly
interacGve
and
than
from
your
friends
and
family
on
Facebook.
consumer
health
and
wellness
category
grows
introspecGve
community
and
digital
tools.
One
of
The
Fridge
Graph
app
enables
users
set
weight
larger
and
further
empowers
those
seeking
a
these
tools
is
the
MyPlate,
which
allows
users
to
loss
goals,
track
progress
over
Gme,
challenge
healthier
lifestyle.
Home
exercise
was
popularized
track
dietary
habits
and
exercise
to
monitor
their
friends
and
family
to
lose
weight
together
and
by
VHS
(think
Richard
Simmons),
On
Demand
TV
overall
health.
The
concept
is
nothing
new,
but
connect
with
Fridge
Graph
users
in
forums.
channels
eliminated
casseZes,
WebMD
put
health
Livestrong
takes
health
monitoring
a
step
further
Support
forums
are
a
place
to
swap
Gps
on
weight
on
the
digital
map
and
now
we're
witnessing
by
integraGng
it
into
its
home-­‐grown,
Livestrong
loss
strategies
and
other
informaGon.
Such
Health
2.0
with
the
advent
of
social
media.
Unlike
community.
Members
win
milestone
badges
for
support
groups
can
give
individuals
the
emoGonal
VHS,
social
media
enables
users
to
peel
back
the
monitoring
their
health,
which
can
then
be
shared
support
to
make
real
health
impact.
layers
of
informaGon
to
discover
the
best
possible
within
the
community.
soluGon
-­‐-­‐
from
expert
advice
to
finding
a
human
Health
2.0
is
about
unfeZered
access
to
connecGon
to
help
cope
with
illness.
How
has
the
Get
advice
about
disease
from
experts
-­‐
Health
informaGon
and
support.
Social
media
enables
health
and
wellness
adapted
to
web
2.0?
and
wellness
columnists
are
prevalent
on
sites
users
to
have
an
all-­‐access-­‐pass
to
incredible
such
as
WebMD
and
Health
Central.
There
is
informaGon
and
community
interacGon.
YouTube
Obtain
health
informaGon
-­‐
WebMD
is
oen
the
limited
expert
/
audience
interacGon,
however.
replaces
many
of
your
dusty
exercise
DVDs,
first
source
of
health
informaGon
for
its
18
million
UStream
changes
this.
UStream,
a
video
Livestrong
helps
you
monitor
your
progress,
monthly
unique
users.
It
should
not,
however,
be
streaming
site,
features
live
events
with
real-­‐Gme
UStream
lets
you
chat
live
with
experts,
and
your
last
stop.
YouTube,
in
parGcular,
is
an
under-­‐ chat
capabiliGes.
Using
social
media
login
IDs,
Facebook
makes
losing
weight
a
collecGve
effort.
uGlized
source
for
health
and
wellness
TwiZer,
Facebook,
AIM
and
MySpace,
UStream
Regardless
of
which
medium
you
use
or
how
you
informaGon.
Small
businesses
and
internaGonal
enables
its
audiences
to
chat
about
events
in
real
use
it,
social
media
is
the
next
evoluGon
in
brands
are
featuring
user-­‐generated
and
Gme.
This
real-­‐Gme
chat
comes
in
handy
during
consumer
health
and
wellness.
professional-­‐quality
video
to
promote
health
and
health
conferences,
like
Healthways
Well-­‐Being
wellness.
In
many
ways,
YouTube
replaces
those
Summit,
where
experts
can
answer
quesGons
and

13. About the Authors

14. We create purposeful impact for the long-run
Sparxoo is pioneering the next generation of business that is founded in the principles of:
• Social entrepreneurship
• Real responsibility
• Creative community
• Courageous leadership
We fuse left-and-right brain thinking Branding
in:
Digital Business
Development Development
We build meaningful relationships
Sparxoo builds sustainable relationships while delivering meaningful impact on projects with a purpose.
We are expanding our network of socially minded leaders and hope to become a leader in this category.

15. 4400 West Spruce Street, #333
Tampa, FL 33607
646-345-1800
www.Sparxoo.com
David Capece Katherine Parsons Ethan Lyon
Managing Partner Senior Strategist Senior Writer
David@Sparxoo.com Katherine@Sparxoo.com Ethan@Sparxoo.com