?

WHAT
THE
F**K
IS
SOCIAL
MEDIA
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
More simply put:

“Social media

is people having
conversations online.”

The conversations are powered by…

•
Blogs

•
Micro Blogs

•
Online Chat

•
RSS

•
Widgets

•
Social Networks

•
Social Bookmarks

•
Message Boards

•
Podcasts

•
Video Sharing Sites

•
Photo Sharing Sites

•
Virtual Worlds

•
Wikis

(…just to name a few)

WHY THE F**K
SHOULD I CARE?

Reason #1

SOCIAL-NETWORKING SITES
ARE OFFICIALLY MORE
POPULAR THAN PORN SITES.

TIME, OCTOBER 13, 2007

 Almost
4,000,000
articles
>100,000,000 videos

(65,000 new videos/day)

200,000,000
blogs

1.5 million

residents

73%

of active online users have read a blog

Source: Universal McCann Comparative Study on Social Media Trends April 2008

45% have started their own blog

39%

subscribe to an RSS feed

57%

have joined

a social
network

55%
have uploaded photos
83% have

watched video clips

 “IN 2008, IF YOU’RE NOT ON
A SOCIAL NETWORKING
SITE, YOU’RE NOT ON THE
INTERNET.”
IAB PLATFORM STATUS REPORT: USER GENERATED CONTENT, SOCIAL MEDIA, AND ADVERTISING
- AN OVERVIEW, APRIL 2008 
IT’S NOT A FAD.

IT’S A FUNDAMENTAL
SHIFT IN THE WAY
WE COMMUNICATE.
The old communication model
was a monologue.
Only 18% of

( )

TV ad campaigns
generate positive
ROI

90% of
people who
can skip TV
ads, do.

The average person is exposed to

3000
advertising messages/day

ONLY 14%

OF PEOPLE TRUST
ADVERTISEMENTS.

Reason #2

78%

OF PEOPLE TRUST THE
RECOMMENDATIONS OF
OTHER CONSUMERS.

NIELSEN “TRUST IN ADVERTISING” REPORT, OCTOBER 2007

14% VS. 78%

HMM….

The new communication model
is a dialogue.
Which means it’s….

TRANSPARENT

INCLUSIVE

AUTHENTIC

VIBRANT

CONSUMER-DRIVEN

And it’s NOT…

CONTROLLED

ORGANIZED

EXCLUSIVE

PRODUCT-DRIVEN

“ON MESSAGE”

“Content is the new democracy
and we the people, are ensuring
that our voices are heard.”

Brian Solis, “The Social Media Manifesto”

Reason #3

PEOPLE ARE
TALKING ABOUT
YOUR BRAND.

RIGHT NOW.

34%


post opinions
about products
& brands on
their blog

trust bloggers’
opinions on
products &
services

Reason #4

SOCIAL MEDIA “IS ONLY GOING TO

BECOME MORE PERVASIVE AND AS
SUCH, BECOME A CRITICAL FACTOR
IN THE SUCCESS OR FAILURE OF ANY
BUSINESS.”

BRIAN SOLIS, SOCIAL MEDIA MANIFESTO, AUGUST 21, 2007

 Welcome to the future.

SOURCE: UNIVERSAL MCCANN COMPARATIVE STUDY ON SOCIAL MEDIA TRENDS APRIL 2008

AND SPEAKING OF THE
FUTURE…

(a.k.a. Reason #5)

Tomorrow’s consumers are today’s
“digital natives.”

By 2010, Millenials/Gen Y-ers will
outnumber Baby Boomers. 
They already wield $350 BILLION/
year in direct spending power.

MILLENIALS SPEND
>16 HOURS/WEEK
ONLINE.
96% OF THEM HAVE
JOINED A SOCIAL NETWORK.

They have an average of

53 online friends.

AND THEY DON’T CARE
ABOUT YOUR AD.

THEY CARE
WHAT THEIR
FRIENDS THINK.

Translation:

THE TRAIN IS LEAVING THE

STATION.

WITH OR WITHOUT
YOU.

F**K!

HOW DO I
GET ON

?
THE TRAIN

EASY.
JUST
F**KING
GET ON. 
“It’s about conversations, and the best
communicators start as the best
listeners.”

Brian Solis, Social Media Manifesto

A.

Listen.

Immerse yourself in the conversations.

(any or all of the above are a good place to start!)

Messages are not conversations.

B.

Participate.

H i n t : S h a r e s o m e s t u f f
.
 IT’S A DIALOGUE,
NOT A
MONOLOGUE.

Me, too! And isn’t

the bartender just
I absolutely ADORE the dreamy?

food at that restaurant!

C.
Relinquish

control.

REPEAT AFTER ME:

“THE GOAL IS NOT TO

CONTROL THE
CONVERSATION.”

THE GOAL IS TO:
ENABLE
INSPIRE
INFLUENCE
 &…
D.
Engage!

http://www.talktorunningman.com



 







 


 

  






 








http://www.mystarbucksidea.com

http://www.nikeplus.com

CREATE OPPORTUNITIES
FOR PEOPLE TO

FEEL

OWNERSHIP OF
THE BRAND.

GIVE THEM SOMETHING
TO TALK ABOUT.

“When I'm
good, I'm
very good,
but when I'm
bad, I'm
better.”

MAKE ‘EM 

LOVE YOU 
OR 

HATE YOU!
( JUST DON’T LEAVE THEM INDIFFERENT.)
AND FINALLY,

A WORD OF WARNING:

DON’T
F * * K
W I T H
PEOPLE.

 “Any blog that
spins the truth will
be found out. In a
world of social
media honesty is
the only policy.” OPEN

HONEST

AUTHENTIC

DIALOGUE

F * * K MARTA KAGAN

SOCIAL MEDIA EVANGELIST +

ONLINE MARKETING PRO

http://martazkagan.com

http://BonafideMarketingGenius.com

http://twitter.com/mzkagan

Y O U
V E R Y
M UC H

Image Credits

All images courtesy of istockphoto.com except:

Screen capture of

Screen capture of

http://www.nikeplus.com
http://www.TalkToRunningMan.com

Screen capture of

http://www.mystarbucksidea.com

Screen capture of “The Breakup”

http://youtube.com/watch?v=D3qltEtl7H8

Mae West

1933 "I'm No Angel"

Image courtesy MPTV.net

Image Credits

All of the following social media platforms were referenced in this presentation; logos were grabbed from the
homepages of each (in most cases, adding a “.com” to the end of the platform name will get you there).

Data Credits
FACEBOOK: MORE POPULAR THAN PORN
Time, October 13, 2007
http://www.time.com/time/business/article/0,8599,1678586,00.html?xid=newsletter-weekly

IAB PLATFORM STATUS REPORT: USER GENERATED CONTENT, SOCIAL MEDIA, AND ADVERTISING
- AN OVERVIEW, APRIL 2008 
http://www.iab.net/media/file/2008_ugc_platform.pdf

BRANDING 2.0 & SOCIAL MEDIA, SAMPAD SWAIN

http://managementchords.blogspot.com

NIELSEN “TRUST IN ADVERTISING” REPORT, OCTOBER 2007

http://www2.acnielsen.com/reports/documents/TrustinAdvertisingOct07.pdf

SOCIAL MEDIA MANIFESTO, BRIAN SOLIS

http://www.briansolis.com/2007/06/future-of-communications-manifesto-for.html
http://www.scribd.com/doc/258055/Social-Media-Manifesto-by-Brian-Solis

CONSUMER 2.0 FIVE RULES TO ENGAGING A NEW BREED OF CONSUMER BY MR. YOUTH AND REPNATION
MEDIA, APRIL 2008
http://www.scribd.com/doc/2898474/Consumer-20

UNIVERSAL MCCANN COMPARATIVE STUDY ON SOCIAL MEDIA TRENDS APRIL 2008

http://www.universalmccann.com/Assets/2413%20-%20Wave%203%20complete%20document%20AW
%203_20080418124523.pdf
Connect with me (please!)

Marta Z. Kagan

Social Media Evangelist + Online Marketing Pro

Mobile: 617.771.8362

Email: mzkagan99@gmail.com

AIM: martazk

Twitter: http://twitter.com/mzkagan

Facebook: http://www.facebook.com/people/Marta_Kagan/756555158

LinkedIn: http://www.linkedin.com/in/martakagan

My blog: http://bonafidemarketinggenius.com/

My social media resume: http://martazkagan.com/

© 2008, Marta Z. Kagan

All rights reserved. (But happy to share – just ask!)