http://brandinfiltration.

com/wtf

WHAT
THE
F**K
IS
SOCIAL
MEDIA

NOW?
FOR THE PAST TWO YEARS,
WE’VE DONE OUR BEST
TO ANSWER
ONE SIMPLE QUESTION...
2
WHAT THE F**K
IS SOCIAL MEDIA?

3 3
OUR PROLIFIC USE
OF ASTERISKS
WAS AIMED
AT DRIVING HOME
THREE CRUCIAL POINTS...
4
#1.
SOCIAL MEDIA
IS F**KING

HUGE. 5
If Facebook
were a country,
it would be
the third most
populated
in the world,
ahead of the
United States.

6
If Facebook
were a country,
it would be
the third most
populated
in the world,
ahead of the
United States.

Only China
& India are
more populated.
6
500 BILLION.
The number of minutes spent on Facebook per month.

7
500 BILLION.
The number of minutes spent on Facebook per month.

LAST YEAR, THAT NUMBER WAS A MEASLY 150 BILLION. 7

 The amount of content

25 BILLION.
(web links, news stories,
blog posts, notes, photos, etc.)
shared each month on Facebook.

8
 The amount of content

25 BILLION.
(web links, news stories,
blog posts, notes, photos, etc.)
shared each month on Facebook.

THAT’S MORE THAN 6X

LAST YEAR’S VOLUME.
8
500
BILLION.
The number of peer influence
impressions Americans
generate per year
via social media.

9
500
BILLION.
The number of peer influence
impressions Americans
generate per year
via social media.
62% of those impressions
come from Facebook.

9
24
HOURS.
The amount of video
uploaded to YouTube
every minute.

10
24
HOURS.
The amount of video
uploaded to YouTube
every minute.

THAT’S MORE THAN DOUBLE

LAST YEAR’S VOLUME.
10
2 BILLION.
The number of YouTube videos viewed per day.

11
2 BILLION.
The number of YouTube videos viewed per day.
THAT’S TWICE
AS MANY
AS LAST YEAR.

11
4 BILLION.
The number of images hosted on Flickr.

12
4 BILLION.
The number of images hosted on Flickr.

THAT’S 13X MORE THAN THE LIBRARY OF CONGRESS. 12

ONE-THIRD. The proportion of women aged 18-34
who check Facebook when they first
wake up—even before going to the bathroom.
13
NINETY-FIVE.
The percentage of companies using LinkedIn
to find and attract employees.

14
NINETY-FIVE.
The percentage of companies using LinkedIn
to find and attract employees.
59% use Facebook and 42% use Twitter.

14
1 in 6.
The number of marriages last year between
people who met through social media.

15
1 in 6.
The number of marriages last year between
people who met through social media.

THAT’S MORE THAN TWICE THE NUMBER OF PEOPLE WHO

MET AT BARS, CLUBS, AND OTHER SOCIAL EVENTS COMBINED.
15
27 MILLION.
The average number of “tweets” per day on Twitter.

16
27 MILLION.
The average number of “tweets” per day on Twitter.

THAT’S 8X LAST YEAR’S VOLUME.

16
7 HOURS.
The time it took for LeBron James to amass
his first 150,000 Twitter followers.

17
7 HOURS.
The time it took for LeBron James to amass
his first 150,000 Twitter followers.
It took Bill Gates 8 hours to reach 100,000.

17
#2.
SOCIAL MEDIA
IS F**KING
AWESOME. 18
http://mostawesomestthingever.com/

19
http://www.youtube.com/blendtec

20
http://www.ted.com

21
http://sadkeanu.tumblr.com/

22
http://sadkeanu.tumblr.com/

22
http://sadkeanu.tumblr.com/

22
http://sadkeanu.tumblr.com/

22
 http://mashable.com/2010/07/06/prince-the-internet-is-over

#3.
SOCIAL MEDIA
IS F**KING
OVER. 23
WAIT.
THAT’S F**KING CRAZY TALK.

SOCIAL MEDIA IS
*
DEFINITELY NOT OVER.

*Regardless of what the Artist Formerly Known as Relevant has to say about it. 24
25
After 23 years and hundreds of millions
of dollars spent on Super Bowl ads,
one of the world’s biggest brands
shifted gears in 2010 by opting out
of the Super Bowl and pouring
1/3 of its annual marketing budget
into a cause-driven social marketing
campaign called The Refresh Project.
http://www.refresheverything.com/

25
“
At the President’s urging and by his example, the
entire Federal Government has bounded into the
world of social-networking. Twenty-five agencies now
have YouTube channels. The Library of Congress has
begun posting thousands of free historical photos on
Flickr. In the past week alone, about thirty agencies,
including the White House have joined Facebook.”
Time, May 2009

26
27
In 2010, Ford kicked off The Fiesta Movement,
a social media campaign in which they literally
handed 100 young influencers the keys to a
Ford Fiesta, asking them only to engage in
monthly “missions” and to document and share
these missions via social media. After
generating 31,000 pieces of original content,
tens of millions of media impressions, and a
slew of high-profile media coverage, The Fiesta
Movement achieved what was once unthinkable:
making 60% of the public aware of a car that
hadn’t yet even debuted in the US—without
spending a dime on traditional media.

http://www.fiestamovement2.com/ 27
28
Even the U.S. military is kicking some serious
social media butt: actively using Facebook,
YouTube, Flickr, and Twitter to not only recruit
the next generation of soldiers, but to support
them in sharing their stories.
http://www.goarmy.com/ 28
“
Kids are leading the world’s transition to digital media.
This is in part because kids aren’t afraid of technology
and in part because kids haven’t spent years getting
used to anything else.

So if you want a sense

of where the world’s
media habits
are headed,
it makes sense
to watch
what kids
are doing.”
Generation M2:
Media in the Lives of 8- to 18-Year-Olds,
Kaiser Family Foundation
January 2010

29
 “
Kids are leading the world’s transition to digital media.
This is in part because kids aren’t afraid of technology
and in part because kids haven’t spent years getting

P.S.
used to anything else.

So if you want a sense

of where the world’s
media habits
are headed,
it makes sense
to watch
what kids
are doing.”
Generation M2:
Media in the Lives of 8- to 18-Year-Olds,
Kaiser Family Foundation
January 2010

29
 “
Kids are leading the world’s transition to digital media.
This is in part because kids aren’t afraid of technology
and in part because kids haven’t spent years getting

P.S.
used to anything else.

So if you want a sense

of where the world’s
RE TH AN HALF O F T H E H U M A N
MO media habits
RACE IS UNDER TH E A G E O
are F 3 0.
headed,
it makes sense
to watch
what kids
are doing.”
Generation M2:
Media in the Lives of 8- to 18-Year-Olds,
Kaiser Family Foundation
January 2010

29
 “
Kids are leading the world’s transition to digital media.
This is in part because kids aren’t afraid of technology
and in part because kids haven’t spent years getting

P.S.
used to anything else.

So if you want a sense

of where the world’s
RE TH AN H AL F O F T H E H U M A N
MO media habits
RACE IS UNDER T H E A G E O
are F 3 0.
headed,
it makes sense
to watch
THEY’VE NEVER KNOWN LIFE
what kids
WITHOUT THE INTERNET.
are doing.”
Generation M2:
Media in the Lives of 8- to 18-Year-Olds,
Kaiser Family Foundation
January 2010

29
 “
Kids are leading the world’s transition to digital media.
This is in part because kids aren’t afraid of technology
and in part because kids haven’t spent years getting

P.S.
used to anything else.

So if you want a sense

of where the world’s
RE TH AN H AL F O F T H E H U M A N
MO media habits
RACE IS UNDER T H E A G E O
are F 3 0.
headed,
it makes sense
to watch
THEY’VE NEVER KNOWN LIFE
what kids
WITHOUT THE INTERNET.
are doing.”
Generation M2:
Media in the Lives of 8- to 18-Year-Olds,

GUESS HOW THEY FEEL Kaiser Family Foundation

January 2010

ABOUT SOCIAL MEDIA? 29

WE THINK IT’S SAFE
TO SAY THAT IN 2010,
THE QUESTION IS
NO LONGER
“WHAT THE F**K
IS SOCIAL MEDIA?”

IT’S...
30
WHAT THE F**K
IS SOCIAL MEDIA
NOW?

31
“
Social media is the ongoing
conversation of the planet.
It is the source of news, it is the connector to the giant multi-celled
organism called planet Earth. As time goes on, social media is my home
on the internet. It is my home page, the place where I spend the most time.
It is where I do business. It is where I hang out with friends.
It’s where I find out about new movies, television and other products.
It is my diary. Looking back on my wall, I have a history that is far richer
than any diary or journal.”
Kurt Sonderegger, VP Marketing, Ploom, http://www.ploom.com

32
“
Social media is the vehicle
by which men have finally
decided it’s cool—and
valuable—to open up,
share, make friends and
have conversations.
(Women have know this
for eons.)”
Diane Hessan, CEO, Communispace
http://Communispace.com
33
“
Social media is
the mainstream.
The average Facebook user age
continues to rise. It’s not just for kids
anymore.

It moves the media mouthpiece

and content distribution into the
hands of the public.”
Emily White, Co-Founder, Whitesmith Entertainment
http://whitesmithent.com

34
“
Social media
is like water. 
On its own, water does some cool
things, but when combined with
other compounds it enabled the
evolution of all forms of life. 

Social media on its own is nice, but

when combined with other tools,
it is enabling everything to evolve,
from communications to business
to politics to marketing.”
Mike Volpe, VP Marketing, HubSpot, http://www.hubspot.com 35
“
Social media is
the best way to
reach your
most influential
customers, and
the only way to
reach your
most cynical
ones.”
Michael Troiano
Principal
Holland-Mark
http://troiano.me

36
“ Social media is the crack cocaine
of the Internet. We want it, we need it,
and we go into withdrawal when we don't get enough of it.”
David Armano, SVP, Edelman Digital, http://darmano.typepad.com 37
“
Social media is everything
and nothing.
Nothing because social
media has become like air to
the people who use its
various forms regularly. It's not
"social media" - it's simply
letting my friends know what
I'm doing/thinking/wishing/
etc. through a digital means.

Everything because as more

people are armed with web-
enabled smartphones, there's
nothing that can't quickly be
shared with a broad group of
people.

Governments and big

businesses have CCTV; the
people have camera
phones.”
Paul Isakson, Co-Founder, Thinkers & Makers
Http://paulisakson.typepad.com

38
“
Social media... is a way of thinking...
It’s not about sales, or ads, or click-
through rates. It’s about pursuing
relationships and fostering
communities of consumers.

It’s about rethinking how

you make plans when
your customers are in
the center and in control.
Paul Adams
Senior User Experience Researcher
Google
http://thinkoutsidein.com/blog

39
“
Social media is
the same today
as it was yesterday.
It’s just now reached such a critical mass,
it’s too hard to ignore.

You don’t want to be ‘that guy’

or ‘that brand’ who refuses to adapt
to change and loses touch with reality.”

Julia Roy
Senior Manager, New Media
Coach, Inc.
http://juliaroy.com

40
“
Now social media IS media.
And like all media it is at risk of getting corrupted, polluted, overly commercial,
politicized and too powerful. It is up to all of us to prevent that from happening.”
Shiv Singh,
Director Digital Engagement
& Social Media
PepsiCo.
http://goingsocialnow.com

41
SOCIAL MEDIA IS
DRAMATICALLY
LEVELING THE PLAYING FIELD
& CONNECTING US LIKE
NEVER BE-F**KING-FORE.
42
“ Nestle Caves to
Activist Pressure
on Palm Oil
After a two month campaign against
Nestle for its use of palm oil linked to
rainforest destruction spearheaded by
Greenpeace, the food giant has given
in to activists' demands. The Swiss-
based company announced today in
Malaysia that it will partner with the
Forest Trust, an international non-
profit organization, to rid its supply
chain of any sources involved in the
destruction of rainforests.”
Mongabay.com, May 17, 2010

43
“
After the election in Iran, cries of protest from supporters of
opposition candidate Mir-Hossein Mousavi arose in all possible
media, but the loudest cries were heard in
a medium that didn't even exist the last
time Iran had an election.”
Iran Protests: Twitter, the Medium of the Movement, Time, June 17, 2009
44 43
http://www.twitter.com/BPGlobalPR 45
BP’s official Twitter account:
16,000 followers.

http://www.twitter.com/BPGlobalPR 45
BP’s official Twitter account: Satirical (anonymously-run)
16,000 followers. BP Twitter account:
180,000 followers.

http://www.twitter.com/BPGlobalPR 45
“ o in t o f a ll th is ?   T h e p o in t
So what is th e p
O U R B R A N D .  Y o u d o n ' t
is, FORG E T Y
u s e it i s lit e ra lly n o th in g . 
own it b e c a
l s o rts o f t i m e a n d m o ne y
You can spen d a l
u fa c tu r e p u b li c o p in io n ,
trying to m a n
ly , th a t 's u p t o t h e p u b lic ,
but ultim a te
BP’s official
n o w is n't
Twitter it ?”
account: Satirical (anonymously-run)
G lobalPR
@
yst BP Twitter account:
ind BP
16,000 followers.—“Leroy Stick,” the anonymous m e ry man beh

180,000 followers.

http://www.twitter.com/BPGlobalPR 45
“ After the election in Iran, cries of protest
from supporters of opposition candidate
Mir-Hossein Mousavi arose in all possible
media, but the loudest cries were heard
in a medium that didn't even exist the
last time Iran had an election.”
Iran Protests: Twitter, the Medium of the Movement, Time, June 17, 2009
http://www.youtube.com/user/juicystar07

46
 “
We're still in the process
of picking ourselves up off
the floor after witnessing
first hand the fact that a
sixteen-year-old YouTuber
can deliver us three times
the traffic in a couple of
days that some excellent
traditional media coverage

“
has over five months.
Juicystar07 and new
media, we love you!”

After the election in Iran, cries of protest—Michael Fox, CEO, Shoes of Prey,
blogging about how 16yo Blair
from supporters of opposition candidate Fowler (aka Juicystar07)’s video
promoting their design-your-own-
Mir-Hossein Mousavi arose in all possible shoes website became the #1 most
media, but the loudest cries were heard commented on and #5 most viewed
video worldwide on YouTube.
in a medium that didn't even exist the http://www.youtube.com/user/juicystar07
last time Iran had an election.”
Iran Protests: Twitter, the Medium of the Movement, Time, June 17, 2009

46
47
“ Never has so much
money been raised for
relief so soon after a disaster.
This is a watershed moment.
It’s historic.””

—Albe Angel, Founder and CEO

of Give On the Go, in response to
the outpouring of aid that occurred
via mobile and social media channels
immediately following the 7.2
magnitude earthquake that devastated
Port Au Prince, Haiti. Just two days
after the earthquake, the American
Red Cross had raised over $5 million
from over 500,000 mobile phone users.

http://hope140.org/haiti/

47
“ Concurrently watching TV
and tweeting is like being
an armchair referee
surrounded by a fire
hydrant of intoxicatingly
emotional, uncensored
textual grunts. It...
screams the
word “global”
louder
than the U.N.”
—Pete Blackshaw, EVP of Neilsen
Online Digital Strategic Services in a
recent Advertising Age article titled
“The World Cup of Social Media.”
48
IN FACT,
SOCIAL MEDIA IS
REDEFINING
VIRTUALLY
F**KING
EVERYTHING,
INCLUDING
(BUT NOT LIMITED TO)...

49
HOW WE WORK.

50
HOW WE PLAY.

51
HOW WE LEARN.

52
HOW WE SHARE.

53
HOW WE DISCOVER.

54
HOW WE CREATE.

55
HOW WE COMPLAIN.

56
HOW WE CELEBRATE.

57
HOW WE MOURN.

58
HOW WE APPLAUD.

59
HOW WE INFLUENCE.

60
HOW WE COLLABORATE.

61
HOW WE INVESTIGATE.

62
HOW WE EVALUATE.

63
AND EVEN HOW WE...

64
65
ALL MEDIA
IS NOW SOCIAL MEDIA.
YET THE BASIC RULES
REMAIN THE SAME.

66
RULE #1:
LISTEN
67
RULE #2:
ENGAGE
68
RULE #3:
BE REAL.
69
RULE #4:
BE
RESPECTFUL. 70
RULE #5:
HAVE FUN.
71
IF YOU HAVEN’T GOTTEN
ON THE TRAIN YET,
DON’T WORRY. YOU WILL.
PRETTY SOON,
YOU’LL HAVE TO.
72
“ Media is the connective
tissue of society.
Media is how you know when and where your
friend's birthday party is. Media is how you know
what's happening in Tehran, who's in charge in
Tegucigalpa, or the price of tea in China.
Media is how you know why Kierkegaard
disagreed with Hegel. Media is how you know
about anything more than ten yards away.

All these things used to be separated into public

media (like visual or print communications made
by a small group of professionals) and personal
media (like letters and phone calls made by
ordinary citizens). Now those two
modes have fused.
Clay Shirky, Cognitive Surplus, 2010
73
ANYWAY,
THAT’S PRETTY MUCH
ALL WE HAVE TO SAY
*

ABOUT SOCIAL MEDIA.

*For now. 74
BUT WE’D REALLY LOVE
TO HEAR WHAT
YOU
*

HAVE TO SAY ABOUT IT.

*Go to http://brandinfiltration.com/wtf and tell us! 75

 Espresso
TELL US http://brandinfiltration.com/WTF

WHAT TORONTO
e: jacquelyn@brandinfiltration.com

YOU t: @infiltrators

BOSTON

THINK: e: marta@brandinfiltration.com
t: @mzkagan

76
CREDITS
All photos in this presentation were purchase on iStockPhoto.com except where noted below.

SLIDE SOURCES SLIDE SOURCES

6-7 DATA: Facebook - http://bit.ly/12oAN 25 DATA: AdAge - http://bit.ly/cKFal6

DATA: Facebook - http://bit.ly/12oAN DATA: Time Magazine - http://bit.ly/wNHR4

8 26
IMAGE: Hillary Stein on Flickr - http://bit.ly/crV5fH IMAGE: The White House on Flickr - http://bit.ly/9YqfWt
9 DATA: Forrester Research - http://bit.ly/dsG91J 27 DATA: Business Wire - http://bit.ly/cG5zwy
DATA: Business Insider - http://bit.ly/9niEVi
10 DATA: Youtube - http://bit.ly/H424X 29 DATA: U.S. Census Bureau - http://bit.ly/y7zle

DATA: Youtube - http://bit.ly/H424X

11 43 QUOTE: Mongabay.com - http://bit.ly/axG7cz
IMAGE: ๑ Adam on Flickr - http://bit.ly/bTPVPX
QUOTE: Time Magazine - http://bit.ly/bTnqHD
12 DATA: Flickr - http://bit.ly/6FgBJ 44
IMAGE: Hamed Saber on Flickr - http://bit.ly/d8pQ5B
13 DATA: Mashable - http://bit.ly/aiTfEs 45 QUOTE: Huffington Post - http://huff.to/d0CjDm
DATA: Marketwire - http://bit.ly/aqDctI
14 46 QUOTE: 22Michaels.com - http://bit.ly/9PyTt7
IMAGE: Balakov on Flickr - http://bit.ly/djoz76

15 DATA: Neatorama - http://bit.ly/aLI3sc 47 QUOTE: ABC News - http://bit.ly/6c89sQ

DATA: Royal Pingdom - http://bit.ly/5zIadJ QUOTE: AdAge - http://bit.ly/ctYLlL

16 48
IMAGE: Mickipedia on Flickr - http://bit.ly/d9sAAd IMAGE: Crystian Cruz on Flickr - http://bit.ly/bei3j7

17 DATA: Mashable - http://bit.ly/9vKCaa 65 IMAGE: Durex

DATA: Mashable - http://bit.ly/aDUfQ3 QUOTE: “Cognitive Surplus” by Clay Shirky

23 73
IMAGE: Rolling Stone IMAGE: Dominik Schwind on Flickr - http://bit.ly/bkEKBc
77