You are on page 1of 74

?

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!)