Presentation given on October 3, 2012 to the League of Southeastern Credit Unions Fall Council Meeting.

1. WHAT’S NEXT?
UNDERSTANDING SOCIAL MEDIA
AND IT’S ROLE IN BUSINESS
RYAN COHN
VP of Digital/Social Operations

2. QUESTIONS TO BE ANSWERED…
• In the grand scheme of communications and marketing, what exactly is
social media?
• How should we measure success on social media? What are the
best metrics?
• Everyone talks about Likes, fans and followers. If I don’t have thousands of
fans, how can I get my message out to the right people?
• How does the Facebook newsfeed work? Does everything I post show up in
my fans’ newsfeeds? How do I get more fans to see my posts?
• How many social media platforms do I need to use? Is Facebook enough?

3. In the grand scheme of communications and
marketing, what exactly is social media?
• History of Communication (Mass vs. Social)
• Growth of the Social Web
• New Media Supply Chain
• Social Campaign Model
• Shift Away from Disruption Marketing

4. History of Communication
(Mass vs. Social)
Where we
are now
TV
Radio
Printing
Press

5. (Facebook, May 2007)

6. Social Media: By the Numbers
FACEBOOK (est. 2004)
955 million – Number of monthly active Facebook users as of July 1, 2012
545 million – Number of daily active Facebook users as of July 1, 2012
538 million – Number of monthly active Facebook users that log in via mobile (7/1/12)
100 billion – Estimated number of photos on Facebook by mid-2011
TWITTER (est. 2006)
225 million – Number of Twitter accounts
100 million – Number of daily active Twitter users in 2011 (31.9% annual growth)
20.2 million – People following Lady Gaga (Twitter’s most popular user)
250 million – Number of tweets per day
during October 2011
Years to Reach 50 Million Users:
BLOGS Radio (38 Years)
39 million – The number of Tumblr blogs TV (13 Years)
at the end of 2011 Internet (4 Years)
iPod (3 Years)
70 million – Total number of WordPress blogs
at the end of 2011 Facebook added 100 Million
in less than 9 months

7. The Growth of Facebook (mobile vs. all formats)
Mobile Monthly Active Users Worldwide (in millions) Monthly Active Users Worldwide (in millions)
1000
950 955
900 901
850 845
800 800
750 739
700
680
650
600 608
550 550 538
500 488
482
450
431 432
400
376
350 360
325
300 305
288
250 242 245
200 196
150 155
129
100 101
75
50 50
0
1-Apr-09 1-Jul-09 1-Oct-09 1-Jan-10 1-Apr-10 1-Jul-10 1-Oct-10 1-Jan-11 1-Apr-11 1-Jul-11 1-Oct-11 1-Jan-12 1-Apr-12 1-Jul-12

8. Social is the hottest topic today!
Always in the news:
Tons of buzz words:
But social is just the
evolution of word of
mouth, so let’s break this
down…

9. NEW MEDIA SUPPLY CHAIN
CONTENT
CONTENT DELIVERY NETWORK
HARDWARE TERMINAL
CONVERSATION

10. A few content delivery networks…

11. Hardware terminals of today:

12. New hardware terminals of tomorrow:

14. CONTENT
DELIVERY
NETWORK
CONVERSATION
CONTENT

15. Without content, there is no conversation.

16. GIVE value if you want to GET value in return.

17. Social Media Workflow

18. The Shift Away from Disruption Marketing
“Only twenty years ago, our access was bounded by the books we owned, the TV shows
we watched, and the books in our library. Today, because of the web, we’re seeing an
exponential increase in the amount of information that we have access to.
“In a world of too much information, the only way to be successful will be to fit in
seamlessly and naturally into people’s lives. You can introduce new content and new
ideas to people, but it will need to feel natural or it will be ignored at best, infuriating at
worst. The best way to do this will be through people’s friends.”
- Paul Adams, Product Development at Facebook (ex-architect of Google+)

19. How should we measure success on
social media? What are the best metrics?
Everyone talks about “LIKES” & “FOLLOWERS”
But your whole audience doesn’t see your message.
FOCUS ON: Engagement (PTAT), Reach and Impressions

20. If I don’t have thousands of fans, how can I
get my message out to the right people?
Focus on SMALL GROUPS and STAKEHOLDERS.

21. How Much is This Worth to Publix?

22. Or This to Target?

23. How does the Facebook newsfeed work?
Does everything I post show up in my fans’ newsfeeds?
AFFINITY
WEIGHT
TIME

24. How many social media platforms do I need to use?
Is Facebook enough?
How many can you juggle? Strategy + Implementation