? WHAT THE F**K IS
SOCIAL MEDIA one year later* *Bigger. Badder. More f**king than ever.
“ Social media is like
teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done there is surprise it’s not better.” Avinash Kaushik, Analytics Evangelist, Google photo by Zellaby on flickr.com
Officially, social media is “an
umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio.” http://www.wikipedia.org
IT’S ALSO A FANCY WAY
TO DESCRIBE THE ZILLIONS OF CONVERSATIONS PEOPLE ARE HAVING ONLINE 24/7. photo by Kris Hoet on flickr.com
WHY THE F**K SHOULD I
CARE one year later* ? * Still an excellent question, by the way.
REASON #1 BECAUSE 3 OUT
OF 4 AMERICANS USE SOCIAL TECHNOLOGY. Forrester, The Growth Of Social Technology Adoption, 2008
REASON #2 BECAUSE 2/3 OF
THE GLOBAL INTERNET POPULATION VISIT SOCIAL NETWORKS. Nielsen, Global Faces & Networked Places, 2009
REASON #3 BECAUSE VISITING SOCIAL
SITES IS NOW THE 4TH MOST POPULAR ONLINE ACTIVITY—AHEAD OF PERSONAL EMAIL. Nielsen, Global Faces & Networked Places, 2009 photo by Bruno Girinon flickr.com
REASON #4 BECAUSE TIME SPENT
ON SOCIAL NETWORKS IS GROWING AT 3X THE OVERALL INTERNET RATE, ACCOUNTING FOR ~10% OF ALL INTERNET TIME. Nielsen, Global Faces & Networked Places, 2009
REASON #5 BECAUSE SOCIAL MEDIA
IS DEMOCRATIZING COMMUNICATIONS. BIG TIME. “ Technology is shifting the power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are in control.” Rupert Murdoch, Global Media Entrepreneur
“ The word blog is
irrelevant. What's important is that it is now common, and will soon be expected, that every intelligent person (and quite a few unintelligent ones) will have a media platform where they share what they care about with the world.” Seth Godin, Author
14,200,000 The number of views
Obama’s famous “Yes We Can” video got on YouTube. An additional 15 of the 1,800 official and 139,000 unofficial Obama videos received over 1 Million views. photo by EricaJoy on flickr.com
93% OF SOCIAL MEDIA USERS
BELIEVE A COMPANY SHOULD HAVE A PRESENCE IN SOCIAL MEDIA. Cone, Business in Social Media Study, September 2008
BELIEVE IT OR NOT, THAT
DOESN’T MEAN THAT 93% OF SOCIAL MEDIA USERS THINK COMPANIES SHOULD TREAT SOCIAL MEDIA AS YET ANOTHER CHANNEL FOR BROADCASTING BULLSH*T.
“Marketers don't understand channels where
you have to talk and listen at the same time... The marketing industry's idea of a two-way communication is to put an 800 number or a web address in an ad and take orders.” Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009
This couldn't be more obvious
than with email. Your company has a chance to turn its email list into a two-way communication. Except that most mass emails from companies are "do not reply". "We want to talk to you," they say. "But we don't want to hear back from you. Unless you want to place an order, and if so click here." Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009
“ The people in charge
of talking are in the marketing department. The people in charge of listening are in the research or service or sales department. They hardly ever talk to each other, let alone have full-duplex conversations with customers.” Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009 photo by Jamie Mellor on flickr.com
“ This won't fly in
social technology because the minute you talk, people expect you to listen. And if you start to listen, you'll be tempted to talk. It's a full-duplex channel that befuddles one-way-marketers.” Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009
FACT: SOCIAL MEDIA PLAYTIME *
IS OVER. *See http://www.forrester.com/Research/Document/Excerpt/0,7211,47665,00.html for more on that topic.
SO, PLEASE. * STOP F**KING
AROUND & GET SERIOUS ABOUT HARNESSING THE POWER OF THIS THING. *C’mon, I said please.
85% of social media users
believe that a company should go further than just having a presence on social sites and should also interact with its customers. Cone, Business in Social Media Study, September 2008
“ For companies, resistance to
social media is futile. Millions of people are creating content for the social Web. Your competitors are already there. Your customers have been there for a long time. If your business isn't putting itself out there, it ought to be.” BusinessWeek, February 19, 2009 photo by Archie McPhee Seattle on flickr.com
F**K Espresso http://brandinfiltration.com YOU BOSTON
e: marta@brandinfiltration.com t: @mzkagan VERY TORONTO MUCH e: jacquelyn@brandinfiltration.com t: @infiltrators All photos in this presentation were purchased from iStockPhoto.com unless otherwise noted.
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