2010 Social Media Trends & Developments, presented by Jen McClure to San Francisco chapter of American Marketing Association, May 25, 2010. Statistics, research from Jen's research foundation and think tank - Society for New Communications .

1. 2010 Social Media
Trends & Developments
Jen McClure
May 26, 2010

2. Introduction – About SNCR
 The Society for New Communications Research is a global nonprofit
research & education foundation & think tank
 Focus: The advanced study of the latest developments in new media and
communications, and their effect on traditional media and business
models, communications, culture and society.
 SNCR is dedicated to creating a bridge between the academic and
i d di t d t ti b id b t th d i d
theoretical pursuit of these topics and the pragmatic implementation of
new media and communications tools and methodologies.
 The Society’s Fellows include a leading group of futurists scholars,
Society s futurists, scholars
business leaders, professional communicators, members of the media
and technologists from around the globe – all collaborating together on
research initiatives, educational offerings, and the establishment of
standards and best practices
practices.

3. From The Fortune 500 & Social
Media: A Longitudinal Study
by Nora Ganim Barnes, PhD & Eric Mattson
 22% of the Fortune 500 have a public-facing corporate blog*
 6% increase over 2008
 86% link directly to a corporate Twitter account
 300% iincrease over th 2008 study
the t d
 Even more Fortune 500 corporations have Twitter accounts, but do not link directly from their
blogs.
 35% of the Fortune 500 have active Twitter accounts
 Defined as: a post within the past 30 days
 47% of the top 100 companies have a Twitter account
 4 of the top 5: Wal-Mart, Chevron, ConocoPhillips and General Electric – consistently
post on their Twitter accounts.
 The number one ranked company, Exxon Mobil, does not have a Twitter account.
 The insurance industry has the most Twitter accounts
y
 19% of the 2009 Fortune 500 is podcasting
 3% increase over 2008
 31% are incorporating online video into their blogs
 10% increase over 2008
* Primary corporations listed in the 2009 Fortune 500

4. From The New Symbiosis of
Professional Networks Study
by Donald Bulmer & Vanessa DiMauro
 Traditional decision-making processes are being disrupted by social media
 Professionals tend to belong to multiple social networks for business purposes
 The “Big 3” LinkedIn, Facebook & Twitter, have emerged as primary professional networks
 Mobile is an important access point
 High levels of trust exist in information obtained from online networks
 There is a recognized need for peer input in decision-making.
 Final decision makers are more likely to conduct research via a search engine
 (82% vs. 70% of decision supporters)
 Professionals with more networks are more likely to gather opinions through their online
network, read blogs and query Twitter as early steps in the decision process
 Younger respondents are more likely to read a company blog and to query via Twitter vs.
older demographics
 Connecting and collaborating are key drivers for professionals’ use of social media.
 There is more collaboration happening externally than internally
internally.
Social Media Peer Groups (SMPG) have changed the way we do business as professionals
(customers, partners, prospects, and employees). We use social media as a platform for
discussion of ideas, experiences, and knowledge-exchange.
ideas experiences knowledge exchange

5. From the 2009 Tribalization
of Business Study
by Francois Gossieaux & Ed Moran
 Top objectives for business online communities: “Despite the perceived risks
 Increased word-of-mouth (38%) associated with online
 Customer loyalty (34%) communities, the internal costs
of community formation and
 Brand awareness (30%)
management,
management and the fact
 Idea generation (29%)
that we are in the midst of a
 Improved customer support quality (23%)
profound recession,
organizations’ continued and
 Top Analytics: enhanced investment in online
 # of active users (34%) communities underscores the
 How often people post/comment (32%) perceived potential for the
 32% are capturing data on how lurkers derive value from the community value that they may provide to
the enterprise.
 Top obstacles to creating a successful community:
Social media and communities
 Getting people to j
gp p join (
(24%)
)
are expected to continue to
t dt ti t
 Keeping them engaged (30%)
play a significant role in the
 Keeping them coming back (21%)
way in which companies are
interacting with employees,
 Developments over 2008 Study customers, partners and the
 20 pe ce set up formal “ambassador” p og a s
0 percent se o a a bassado programs larger business ecosystem
ecosystem,
thereby redefining the very
edge of the corporation.”

6. From Still Setting the Pace in Social
Media: The First Longitudinal Study
g y
of Usage by the Largest US Charities
by Dr. Nora Ganim Barnes, PhD & Eric Mattson
 57% of the nations top charities have blogs
 89% are using at least one form of social media
 A 14% increase in one year and usage increased for every tool
studied.
studied
 Social networking and video blogging are now the most
common tools used
 79% of charities use each of them
 Online video increased by 38 percent;
 Social networking increased by 47 percent in one year
 75% monitor online conversations and news about their
institution.
 54% of colleges/universities
 60% of the Inc. 500
 80% feel that social media is important; 45% believe social
media is very important to their fundraising strategy
 90% of charities are satisfied with their use of social media
and feel it provides positive results

7. From the Middleberg/SNCR Survey
of Media in the Wired World
by Don Middleberg & Jen McClure
 69% of journalists are using social networking sites
 28% increase since 2008
 48% are using Twitter or other microblogging tools
 25% iincrease since 2008
i
 66% are reading blogs
 48% are viewing videos online
 25% are listening to podcasts
 79% of journalists surveyed believe that bloggers have become important opinion-
j y gg p p
shapers in recent years
 91% of journalists surveyed agree that new media and communications tools and
technologies are enhancing journalism
“Social media is changing the profession. It has enhanced the dialog between
audience and writer and expanded the scope of those who can participate in
disseminating news.”
“It is full of peril and promise.”

8. SNCR 2010 Research &
Education Roadmap
 Enterprise 2.0 – Social Media Behind the Firewall
 Social CRM
 Social eCommerce
 Augmented reality (AR)
 Co-working
Co working
 Mobile trends & developments
 Online video & corporate storytelling
 Social media & corporate social responsibility
 Social media governance & policies
 Standards re: measurement/ROI (Social Media Understanding Group - SMUG)
 The link between social media and innovation
 Interactive TV (ITV)
 Social data
 How social media can effect social change: racial & ethnic health disparities
In addition:
 Social Media Adoption Trends: 3rd & 4th annual longitudinal studies of social media adoption in
corporate, nonprofit & education sectors
 How Organizations are Using Online Communities: 3rd Annual Tribalization of Business study
 Trends in Journalism & the Media: 3rd Annual Middleberg/SNCR Survey of Media study
g y y

9. What Does It All Mean?
 Increasing adoption of social media across all sectors of business and all types of
organizations
 Widening gap between adopters and non-users of social media
 Increased focus on ROI and tying social media to hard measures like lead generation,
sales and traditional business goals and initiatives
 Social media is not just for communications initiatives anymore: Increased integration of
with other business functions like customer service, CRM knowledge management,
service CRM, management
training, sales, etc.
 Increased integration of social and more traditional business applications, i.e. LinkedIn
with Outlook, Gmail with Buzz, Facebook with everything
 Media and journalism are becoming social and more dynamic
 Business and organizational models are increasingly being disrupted by social media
 Increased understanding of the power of social media to effect social change and
power humanitarian aid
 Mobile is changing everything …

10. Thank You!
Contact me:
Jen McClure Visit,
Visit participate &
support SNCR at
(650) 387-8590 www.sncr.org
jenmcclure@gmail.com
j @ i
@jen_mcclure Join me at
NewComm Forum
Skype: jenmcclure April 20-23, 2010
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