5 Big Things in 10 Short Years: A Practical Guide to SocialSphere, Millennials & Social Media Strategy

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5 Big Things in 10 Short Years
A Practical Guide to SocialSphere, Millennials, Social Media & Strategy

Presented By:
John Della Volpe
SocialSphere, Inc.

November 2009

Friday, November 6, 2009

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Millennials are the largest generation in human
history. That makes them the largest market in
human history.

Millennials, true digital natives, live in a sea of
technology and “new media.” This is a global
phenomenon that has already changed the
world. Markets have no borders. Time and
distance shrink every year.

The global “wired” market has gone from 400
million to 2 billion in the past ten years.
Projected growth is from 2 to 2.5 billion
between now and 2014.

http://www.etforecasts.com/products/ES_intusersv2.htm#list
http://www.ﬂickr.com/photos/chrisjohnbeckett/453104577/

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This generation has
trust issues --
especially with
traditional media and
old institutions -- and
they are not afraid to
let you know it.
These “issues,” along with
their tech literacy, have
migrated across generational
lines.
http://www.theinsider.com/photos/892811_Jessica_Alba_Is_That_Your_Middle_Finger_Or_Are_You_Just_Happy_To_See_Me?&c_id=892810&c_type=news
http://www.bing.com/images/search?q=middle+finger&qpvt=middle+finger&FORM=Z7FD1#focal=437e26a1391dc8ca552f22fd7fe515e4&furl=http%3A%2F%2Ffarm4.static.flickr.com%2F3291%2F3118283769_7b8deab5fe


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SocialSphere’s deep understanding of
technology and its impact on people,
will give your organization the
strategies to earn trust and develop
loyalty inside and outside your
corporate walls.

We understand how this impacts
other generations and stakeholders.
We give you the strategies and tools
to have a deep reach beyond
Millennials, and into both older/
wealthy and emerging/younger
demographic cohorts.

https://www.thirdage.com/ﬁles/couplecomputercrop.jpg


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SocialSphere. Who We Are.
SocialSphere enters into a three-phase strategic relationship with large companies and
organizations in the U.S. and abroad that start from the top-down with the CEO or other key
decision-makers.

We start with the recognition that the world of information and media is broader and ﬂatter than it
ever has been – and old 20th century media and traditional ways of communication do not speak
effectively or efﬁciently to the new generation of consumers, employees and other stakeholders
who seek new ways to engage and make an impact in organizations they feel passionate about.

Time and distance compress further every day. But time and distance still matter. We were
founded 30 paces from the house where Facebook was developed in Harvard Square. Our
smart Cambridge tribe lives on the edge of new social media technology emerging every day --
and is at your service, developing a disciplined strategic path forward for your organization, in a
fast changing world.


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A Few Of Our Leading Edge Clients

Thomas H. Lee Partners
The Governor of the
Commonwealth


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The Big 5 Things
We’ve Learned & How They Can Help Your Organization

http://www.ﬂickr.com/photos/benny_lin/2897534888/


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#1:
Millennials are the Driving Force Behind
the World’s Largest Market


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Millennials Are the Largest Generation In the
History of the World
World Population by Age
Midyear 2009 Estimate There are more than 2.3
Billion Millennials (ages
10-29) in the world. They
represent more than 1/3 of
Ages 70+ the world’s population and
Ages 0-9
Ages 50-69 5%
more than 1/4 of the U.S.
15% 18%
population. Although they
are not a monolith -- they
Ages 30-49
think, act, work,
27% communicate and make
decisions differently than
Ages 10-29 most others -- and inﬂuence
34%
just about everything you
care about.
http://www.census.gov/cgi-bin/broker

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Connecting Online Was Not A Fluke,
Millennials’ Brains Are Wired Differently

9 91 9 93 9 95 9 97 9 99 0 01
1 1 1 1 1 2

... and then came

0 03 0 04 0 05 06
2 2 2 20

...

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Millennials Are Different Around the World
We spent a quarter of last year traveling and meeting with business, government and
academic leaders from more than two dozen countries around the world. While
there are ﬁerce differences in priorities, technology use, ideology and political
outlooks around the globe -- the one thing that holds true is their universal thirst to
have their inherent power recognized.

USA meeting w/
business/govt./
SocialSphere in- academic leader
country visit. from country.


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#2:
One-Way Communicators Often
Struggle with the New Multilateral
Reality


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Tread Wisely
We’ve had many successes in the last few
years, a few failures and learned a lot of
lessons as well. Most of the lessons learned
were due to either:

Over-estimating the potential impact of old-
marketers turned new. This may seem a little
harsh, but it’s true. Social media is a
completely different animal than traditional
advertising, marketing and public relations. All
media have their roles, but when executed
well, social media strategy is a true, authentic,
insightful, multilateral dialogue -- created in
large part due to the inherent deﬁciencies of
one-way vehicles that still dominate much of
today’s media landscape; or...
http://l.yimg.com/l/tv/us/img/site/79/83/0000057983_20090609173807.jpg


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Tread Wisely

[or] Under-estimating the difﬁculty
and time necessary for building a
sustainable “community” of
purpose -- or place where there’s
an exchange of knowledge or
value.

If you build it, there are no
guarantees they will come.

http://baseball.mikeandkatharina.com/wp-content/plugins/hot-linked-image-cacher/upload/baseballintelligencer.com/baseball/wp-content/uploads/2009/05/ﬁeld-of-dreams-scene.jpg


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Most Important Aspects of
Strategic Social Media Strategy

Communities, forums, exchanges -- all aspects of social media efforts --
and “ﬂatter” organizations start with:

Identifying your most passionate advocates;

Empowering them with respect, technology and responsibility;

Asking them for more, and always measuring.

This must be a true collaboration involving senior leadership, day-to-day
management, a targeted community and clear, measurable objectives.

Incentives matter -- and they range from impromptu phone calls from the
CEO to cold, hard cash.


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#3:
Social Media Strategy Is Serious
Business, Decisions Should Involve
Your Best People


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Few things can transform a brand faster than -- a
well executed or poorly executed -- social media
strategy.

Start engagements by assembling a kick-off
meeting that includes your smartest people, which
could include everyone from the CEO to the
newest hire with great ideas, to discuss business
objectives and measurement -- and make sure
that you are comfortable knowing that your lead
strategist:

- Understands business (including your business),
fundamental research and measurement;

- Views social media as one part of an integrated
business strategy -- and more than Twitter,
Facebook and the latest widget; and

- Was not working as a barista or ﬁnishing college
six months ago.

http://www.pciaonline.org/ﬁles/Proceedings/2007AfricaWorkshopProceedings/Photos/Day%204%20Data%20Analysis.jpg
http://www.hammertonail.com/wp-content/uploads/2009/01/h2n-slacker-1.jpg


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#4:
Good Social Media Is Strategy, and
Executed From the Top


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“You just can’t say it...”
Ford & Samsung Invest Signiﬁcant Marketing Dollars and
A-Team Resources On These Efforts

"When you listen to
consumers, you can
incorporate what they see
as 'next' more
cohesively."
David Steel. Samsung North America.
SVP, Head of Strategic Marketing

http://www.businessweek.com/autos/autobeat/archives/2009/10/ford_spending_2.html
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=115818

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Small, Authentic Gestures From The Top
Often Pay Off -- And Very Quickly

client* “While the Dallas Mavericks are
busy kicking bloggers out of the
team’s press box, NTRA’s CEO Alex
Waldrop is inviting bloggers to not
only come to their events, he’s
also inviting them to help change
the sport. Alex who also blogs on
the NTRA Web site, took some time
away from one of the biggest days
in his sport to speak with us.
Seriously, the commissioner of a
sport was happy to talk to us.
Where are you David Stern?

“...the most blogger friendly sport
going.”

Estimated Monthly UV: 250,000
http://laist.com/2008/10/29/the_breeders_cup_brings_out_big_nam.php


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#5:
Social Media & Its Impact on the
Bottom Line Can Be Measured


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Another Level of Measurement for
Social Media Influence

Our proprietary ORBITTM methodology and
algorithms measure the most important
influencers of brands and issues on the
Internet. We map the “social sphere”
across four quadrants: traditional media
sites, industry media, social frameworks,
and blogs and communities.

Legend:
Onsite engagement: Indicated by the thickness of the line around the circle.
Reach: Indicated by the diameter of the circle.
Bias (toward representing a student point of view): Indicated by + for positive, +/- for neutral and - for negative.
Influence: Indicated is indicated by the closeness of each circle to the center of the chart.
Topical frequency is represented by color. Orange is frequent, vanilla is neutral, and gray is low topical frequency.

 = Frequent,  = Neutral,  = Low Topical Frequency

[Source: SocialSphere, Inc.. ORBIT Report on College Admissions. November 2008.]


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Measuring ROI for Social Media Strategy
Total Economic ImpactTM “Makes Everything You Do Better”

1. Brand Building
Cost Beneﬁts 2. Customer Support
3. Lead Generation
4. Product Development
5. Market Research
Chance Flexibility 6. Public Relations/Marketing
la tion*
ROI Calcu
OI
Flexib ility) = R
(1+
Ch ance) *
its * (1-
($Benef
$Cost
ROI
27 = 267%
* .73) * 1.
($ 922,000
0
$320,00 * SocialSphere client after 18 months
Total Economic Impact, Trademark of Forrester Research


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300,000,000 Active Facebook Users Around the
World, 35+ Fastest Growing Segment

Worldwide Active Users 300,000,000
300,000,000

450%
225,000,000

316%
150,000,000 125,000,000

75,000,000 50,000,000 150% 140%
118%
5,500,000 12,000,000
1,000,000
0
0% 4 5 6 7 8 9
200 200 200 200 200 200

Facebook Active Users Annual Rate of Change

http://www.facebook.com/press/info.php?statistics#/press/info.php?timeline


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Engagement
Average user has 130 friends
More than 8 billion minutes are spent on Facebook each day
More than 45 million status updates each day
More than 10 million users become fans of Pages each day

About 70%
of Facebook
users are
outside the
United
States
http://www.facebook.com/press/info.php?statistics#/press/info.php?timeline


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Dominant Social Networks in the U.S.
150,000,000
Active Users in the U.S.
Facebook
125M UV
112,500,000 Yearly Change: 202%

75,000,000 MySpace
50M UV
Yearly Change: -11%

37,500,000
Twitter
24M UV
Yearly Change: 660%
0
07 07 08 08 08 08 09 09 09
Se
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M ar Ju n
Se
p
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c
Mar Jun
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p

http://siteanalytics.compete.com/facebook.com+myspace.com+twitter.com+linkedin.com/


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John Della Volpe
SocialSphere, Inc.

College House
1430 Massachusetts Avenue
Cambridge, MA 02138

john@socialsphere.com
617.245.8589


5 Big Things in 10 Short Years: A Practical Guide to SocialSphere, Millennials & Social Media Strategy

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5 Big Things in 10 Short Years: A Practical Guide to SocialSphere, Millennials & Social Media Strategy