Presentation on social media basics and strategy by Cathy McCall and Bob Kumagai. Presented to Colorado Chamber of Commerce and Industry Chairman's Roundtable Oct 22, 2009

3. ?

4. What Is It?
Who Uses It & Why?
Should You?
How?

5. Social Media

8. Image courtesy of Gaping Void Gallery, Hugh MacLeod

10. Search Engine Marketshare 1999
Yahoo!
Excite
Altavista
Infoseek
Lycos
GoTo
(Overture)
Source: David Viney, SEO Experts

11. Internet Usage by Age
% of PopulaUon % of Internet PopulaUon
35%
Fastest growth for online ac1vity is
30%
among users age 55+
25%
20%
15%
10%
5%
0%
Gen Y Gen X Younger Older Silent G.I.
(18‐32) (33‐44) Boomers Boomers GeneraUon GeneraUon
(45‐54) (55‐63) (64‐72) (73+)
GeneraUons Online, 2009

12. 3 out of 4 US online adults use social media
2/3 of the world’s online popula:on
Ques:on:
Is It Bigger Than a Breadbox?
17% of all :me online
Ad spend on social media grew to 15% of total
Global Faces & Networked Places, 2009
The Growth of Social Technology AdopUon, 2008

13. Social Networking Site Ac:vi:es of US Social Network Users
Become a fan/follower of
some other brand or 52%
company
Said something good about
company or brand 46%
Said something bad about
company or brand 23%
Promoted some other
company or brand 18%
Promoted your own
business 12%
Surprise! People want and expect to
interact with brands and companies
Source: Anderson AnalyUcs, “Social Network Service (SNS) A&U Profiler”, provided to eMarketer.com, July 2009
n=1000,% of respondents

15. 300 million ac:ve users
50% login every day
65 million mobile device users
Market value = $1 billion?, $10 billion?
2 billion+ pieces of content each week

18. 55 million unique visitors
Mul:ple Entry Points
Poin:ng device
45 to 54 year olds

19. Twiger is a plahorm for
imbeciles, skeevy marketers,
D‐list celebrity half‐wits, and
patheUc agenUon‐seekers.
No wonder we can’t get
enough.
Twiger is a dynamic and
diverse medium for acUon as
well as communicaUon.
Whether it’s raising money for
malaria nets or promoUng your
company brand… it’s expanded
to “what is the world doing and
what can the world do?”

20. • 93% of American adults own a cell phone
• GPS = Local
• Mobile money

21. 100,000,000
Videos viewed each day
Free Hosting & Sharing
Not making money
Yet

24. “Marketers don't understand channels where you
have to talk and listen at the same 1me...
The markeUng industry's idea of a two‐way
communicaUon is to put an 800 number or a web
address in an ad and take orders.” Josh Bernoff
“Millions of people are crea:ng content for the Web.
Your compe:tors are already there.
Your customers have been there for a long :me.
If your business isn't pu]ng itself out there, it ought to
be.” BusinessWeek, February 19, 2009

27. Social media is like teen sex.
Everyone wants to do it. No one actually knows how.
When finally done, there is surprise it’s not beger
Avinash Kaushik
Sources: Marta Kagan, Brand InfiltraUon
Photo: Zelaby, Flickr

28. Sweetest of Customer Engagements
3 million Facebook impressions
130,000 entries
9‐minute avg engagement 1mes
333,000 donuts created

29. News – Value in AggregaUon

30. “Goin’ Fishin’”
$42,000 in 1cket sales tracked through URL
ANract younger 1cket buyers
Low Cost Per Acquisi1on

31. Enterprise‐wide collabora1on and innova1on
24,000 employee members
Reduced employee churn
Increased 401K par1cipa1on by 40%

32. Barter‐based Marketplace
17 million+ business contacts
Over 6 million companies

33. The Greatest Asset of All…..

35. Does Ma Bell Tweet?

36. PR Times ‐ They are a’changin

37. Crocs Showing How Its Done

38. Risks & Concerns
• Budget
• Stock price
• Brand damage
• Time‐waster
• Reliability
• OrganizaUonal implicaUons
• “Who knows this stuff?”
• Culture & Control
• Policies

39. What do you do now?

40. Define strategy
Integrate
Assess abili:es
Pick tools
Listen
Contribute
Distribute
Measure

41. Resources
• Books
– Groundswell: Charlene Li & Josh Bernoff
– Tribes: Seth Godin
• Blogs
– hgp://www.bernoff.com/
– hgp://www.web‐strategist.com/blog/
– hgp://rohitbhargava.typepad.com/
– hgp://www.convinceandconvert.com/