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J une 28, 2012

Brian Solis
Principal Analyst
@BrianSolis
Social Business Sessions with
Brian Solis
2012 Altimeter Group
Part I: The connected
consumer disconnect and
your business
Part II: Reconnect, be
relevant, and adapt -
Workshop
Part III: Putting your
social business at work -
Workshop
2
Agenda
2012 Altimeter Group
2012 Altimeter Group
Part I: The connected consumer
disconnect and your business

3
2012 Altimeter Group
Social Media Myths
The State of Social Media
The State of Social Media Marketing
From a Social Brand to a Social Business
The Roles of Connected Consumers
The Connected Consumer How we got there
2012 Altimeter Group 20 20 20 20 20 20 20 20 20 20 200 20 2012 122 12 12 112 12 12 12 112 112 12 AAAAAAAAAAAAAAAlt lt lt lt lt lt llt lt llt lttiim im im im im im imm imett et et et et eeee er er er er er GGGGGGro ro ro ro roup up up up upp uup up uppppppp
@briansolis @@@@
ENGAGING
THE NEW
CUSTOMER
2012 Altimeter Group
Social media are easy to use web publishing tools. As a
result anybody can have a voice and be found through
simple tools like Google search. This creates a power
shift towards those who participate and those that
dont must catch up.
2012 Altimeter Group
Learn: from customers and
community
Dialog: the nature of our
interactions with them
Advocate: build advocacy
among customers and
community
Support: support customers via
social channels
Innovate: use customer and
community to drive innovation
How can businesses use social media?
Learn
Dialog
Advocate
Support
Innovate
2012 Altimeter Group
1. Social media is used primarily by young people.
2. Mobile social use is still in its infancy.
3. The rest of the world is still catching up to the United States.
4. Real business connections arent made on social media.
5. Social media isnt a place for B2B; its only for B2C.
Myths of Social Media
8
2012 Altimeter Group
Myth #1
Social media is used primarily by young
people.
2012 Altimeter Group
Social networking site use spans all age groups
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2012 Altimeter Group
Myth #2
Mobile social use is still in its infancy.
2012 Altimeter Group
12
More than 425 million users access Facebook from a
mobile device at least once per month
The average time spent
accessing Facebook via
smartphone in the United
States was 441 minutes in
March 2012, compared with
391 minutes via computer,
according to comScore.
2012 Altimeter Group
Myth #3
The rest of the world is still catching up to the
United States.
2012 Altimeter Group
14
United States is average in global social network
penetration

Source: comScore Social Media Matrix, December 2011

2012 Altimeter Group
Myth #4
Real business connections arent made on
social media.
2012 Altimeter Group
LinkedIn proves successful in marketing, job-hunting and
recruiting
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2012 Altimeter Group
Myth #5
Social media isnt a place for B2B; its only for
B2C.
2012 Altimeter Group
Sales: ShipServ increases sales-ready leads by
400% with use of social media
Building on customer and
keyword research, ShipServs
revamped website, blog,
content marketing, SEO and
social efforts have contributed
to a 150% increase in contact-
to-lead conversion and a 50%
increase in lead-to-opportunity
conversion.
2012 Altimeter Group
P2P = People to People
2012 Altimeter Group
To be successful using social technologies, companies
must first prepare and align internal roles, processes,
policies and stakeholders with their business
objectives. Social business is a profound change
that impacts all departments in the organization.
2012 Altimeter Group
The State of Social Media
20 20 20 20 20 20 20 20 20 20 200 20 2012 122 12 12 112 12 12 12 112 112 12 AAAAAAAAAAAAAAAlt lt lt lt lt lt llt lt llt lttiim im im im im im imm imett et et et et eeee er er er er er GGGGGGro ro ro ro roup up up up upp uup up uppppppp
2012 Altimeter Group
Consumer behavior in social
networks reveals that social
networks are functional,
productive and entertaining.
And, people are always on
2012 Altimeter Group
25% of online time is spent
in social networks

4 out of 5 people are active
in social networks

60% of people learn about
brands in social networks

53% follow brands


2012 Altimeter Group
2012 Altimeter Group
The profile of a user is EVERYONE
Source: comScore Social Media Matrix, December 2011

Social networking penetration worldwide is up across all ages to
the point that its usage is similar across age groups.
2012 Altimeter Group 20 20 20 20 20 20 20 20 20 200000 20 20 220 20 20 200000 20 220 2000 20 2012 12 1112 12 12 12 12 12 12 12 12 12 12222222 12 12 12 12 12 12 12 111222222222 112 12 12 12 122 AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAlt lt ltttttttt lt lttt lt lttiiim iiii ettttttttttttttttttttttttter GGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGroup
2012 Altimeter Group
13 million: Number of hours of video
that were uploaded in 2010
60 days > 60 years: More video is
uploaded in two months than the three
major U.S. networks (ABC, CBS, NBC)
combined created in six decades
700 billion: Number of playbacks in
2010
2 billion: Number of global video views
per week being monetized
100 million: Number of daily mobile
views
2012 Altimeter Group
845 million monthly
active users
80% are outside the
U.S. and Canada
483 million daily users
425 million monthly
mobile users
2.7 billion Likes and
comments per day
2012 Altimeter Group
100 million active
users
250 million Tweets
per day
11 Twitter accounts
added every second
1 million new
accounts daily
29% follow a brand
39% have tweeted
about a brand
2012 Altimeter Group
US smartphone adoption is growing steadily