? 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, though, social media is
not like teen sex. * * Phew!

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

REASON #6 BECAUSE SOCIAL MEDIA
IS LIKE WORD OF MOUTH ON STEROIDS.

BECAUSE, DEAR FRIEND, SOCIAL MEDIA
IS A F**KING FORCE TO BE RECKONED WITH. photo by Balakov on flickr.com

13 HOURS

13 HOURS The amount of
video uploaded to YouTube every minute.

412.3 YEARS

412.3 YEARS The length of
time it would take to view every YouTube video.

100,000,000

100,000,000 The number of YouTube
videos viewed per day.

13,000,000

13,000,000 The number of articles
available on Wikipedia.

3,600,000,000

3,600,000,000 The number of photos
archived on Flickr.com as of June 2009.

3,600,000,000 The number of photos
archived on Flickr.com as of June 2009. That’s roughly 1 photo per every 2 people on the planet.

1382%

1382% The monthly growth rate
of Twitter users from January to February 2009.

3,000,000

3,000,000 The average number of
Tweets per day on Twitter.com

5,000,000,000

5,000,000,000 The number of minutes
spent on Facebook each day.

1,000,000,000

1,000,000,000 The amount of content
(web links, news stories, blog posts, notes, photos, etc.) shared each week on Facebook.

“ 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

5,000,000 photo by jmtimages (better!)
on flickr.com

5,000,000 The number of active
Barack Obama supporters across 15 social networks. photo by jmtimages (better!) on flickr.com

14,200,000 photo by EricaJoy on
flickr.com

14,200,000 The number of views
Obama’s famous “Yes We Can” video got on YouTube. photo by EricaJoy on flickr.com

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

$6,500,000 photo by jmtimages (better!)
on flickr.com

$6,500,000 The amount of money
3 Million online donors contributed to the 2008 Obama campaign. photo by jmtimages (better!) on flickr.com

IF FACEBOOK WERE A COUNTRY,
IT WOULD BE THE 8TH MOST POPULATED IN THE WORLD, JUST AHEAD OF JAPAN. Mark Zuckerberg, January 7, 2009

HOLY F**K * *Gratuitous, but
lives up to the promise on the title page.

BUT
WAIT,
THERE’S
MORE.

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.

YOU SEE, IT’S SUPPOSED TO
BE A DIALOGUE, NOT A MONOLOGUE.

“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.

SO, PLEASE. * STOP F**KING
AROUND & GET SERIOUS ABOUT HARNESSING THE POWER OF THIS THING.

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

UNFORTUNATELY, MOST COMPANIES ARE STILL
TREATING SOCIAL MEDIA * LIKE JUST ANOTHER MARKETING CHANNEL. *Oops.

WHEN IN FACT, * IT’S
SO MUCH MORE. *Wait for it...

1: PUBLIC RELATIONS

2: CUSTOMER SERVICE

3: LOYALTY-BUILDING

4: COLLABORATION

5: NETWORKING

6: THOUGHT-LEADERSHIP

AND YES,
CUSTOMER ACQUISITION, TOO.

SO, HERE’S WHAT YOU NEED
TO DO:

photo by cyndie@smilebig! on flickr.com
DEF INE YOUR C OMPANY’S SOC IAL MEDIA STRATEGY.

HOPE IS NOT A STRATEGY.
photo by quest for the heartstone on flickr.com

photo by eye2eye on flickr.com
STOP THINKING “CAMPAIGNS”. START THINKING “CONVERSATIONS.

photo by Malingering on flickr.com
HELP, IF YOU NEED IT. ASK FOR

AND BECAUSE I’D HATE TO
SEE YOU F**K IT ALL UP, I’LL ADD THIS TINY BIT OF ADVICE :

SUME SOC IAL MEDIA DON’T
AS ERYTHING. IS THE AN SWER TO EV

photo by arlen on flickr.com
IF YOUR PRODUCT SUCKS, SOCIAL MEDIA WON’T FIX IT.

(HOWEVER, IF YOUR CUSTOMER SERVICE
SUCKS, SOCIAL MEDIA CAN HELP.)

photo by gari.baldi on flickr.com
IF YOUR REPEAT BUSINESS SUCKS, SOCIAL MEDIA CAN HELP.

IF YOUR COMPANY’S WORD OF
MOUTH SUCKS, SOCIAL MEDIA CAN HELP.

FINAL WORDS OF * F**KING
WISDOM : *a.k.a. The dramatic finale.

NEVER
FORGET
THE
BASIC
RULES.

RULE #1: LISTEN • Google
Alerts • TweetDeck • SocialMentions • RSS (FOR STARTERS)

RULE #2: ENGAGE

RULE #3: MEASURE • Audience
• Engagement • Loyalty • Influence • Action (METRICS SHOULD MAP TO GOALS. PERIOD.)

NOW GO OUT THERE &
GET SOCIAL!

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.