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The Social Media Revolution Has Begun!

Fortune 500 Top 10 in 2011

1. Wal-Mart Stores 2. Exxon Mobil 3. Chevron 4. ConocoPhillips 5. Fannie Mae 6. General Electric 7. Berkshire Hathaway 8. General Motors 9. Bank of America 10. Ford Motor

#1 Wal-Mart: $420 billion ... ... #496 Levi-Strauss: $4.5 billion

In 10 years 40% of top Fortune 500 rankings in will no longer be here...!

A dynamic global economy demands leaders who think and act entrepreneurially who can transform opportunity into reality, and create social and economic value for themselves and for others

The Problem:
Marketing doesnt work like it used to.

Trust in brands has dropped from 52% to 25% in the last 10 years -John Gerzema, The Brand Bubble

The Solution?
Its about relationships

People want to know and trust those theyre buying from

Social Media isnt a fad, its a fundamental shift in the way we communicate

Its unstoppable
Social Media (SM) has overtaken porn as the #1 activity on the Web The #2 largest search engine in the world is YouTube While you read this 100+ hours of video will be uploaded to YouTube

50% of mobile Internet tra c in the UK is for Facebookpeople update anywhere, anytime Imagine what that means for bad customer experiences?

If Wikipedia were made into a book it would be 2.25 million pages long

Facebook tops Google for weekly tra c in the U.S. If Facebook were a country it would be the worlds 3rd largest and 2x the size of the U.S. population

Lady Gaga, Justin Bieber and Britney Spears have more Twitter followers than the entire populations of North Korea, Australia, Chile, Sweden, Greece

It has altered the way we live...

1 in 5 couples met online 1 in 5 divorces are blamed on Facebook Generation Y and Z consider e-mail pass 69% of parents are friends with their children on SM What happens in Vegas stays on YouTube, Flickr, Twitter, Facebook 2009 US Department of Education study revealed that on average, online students out performed those receiving face-to-face instruction A new member joins LinkedIn every second 80% of companies use SM for recruitment; % of these using LinkedIn 95% Over 32 million have watched the Volkswagen Darth Vader Kid advertisement on YouTube Ford Explorer launch on Facebook more e ective than a Super Bowl Ad eReaders have surpassed traditional book sales Groupon will reach $1 billion in sales faster than any company in history Social Gamers to buy 6 billion in virtual goods by 2013; movie goers only buy 2.5 million in concessions

We keep it alive...
25% of search results for the Worlds Top 20 largest brands are links to usergenerated content 34% of bloggers post opinions about products & brands Do you like what they are saying about your brand?

90% of consumers trust peer recommendations Only 14% trust advertisements Only 18% of traditional TV campaigns generate a positive ROI 90% of people that can TiVo ads do

Its unavoidable...
93% of marketers use SM for business The ROI of SM is that your business will still exist in 5 years High value: A signi cant 90% of marketers indicate that SM is important for their business. Majority of marketers (58%) are using SM for 6 hours or more each week, and more than a third (34%) invest 11 or more hours weekly Top SM tools: Facebook, Twitter, LinkedIn and blogs We will no longer search for products and services, they will nd us via SM

We dont have a choice on whether we DO social media, the question is how well we DO it

Social Media History - Childhood 1978 Computerized bulletin board system (BBS) Mosaic Geocities 1 million websites exist Geocities has 1 million members Yahoo buys Geocities ($4 billion) Blogger 1993 1994 1995 1996
1997 1998 1999


Google bubble bursts

Newsweek disses Information superhighway


Social Media History - Teenage Years 2000

Friendster launches & 3 million 3 months Linkedin YouTube


Digg Bebo




Pinterest Linkedin 90 million users

YouTube 2 billion views / day Facebook declines $75 million Facebook declines Facebook Googles $15 billion reaches 400 million users Facebook revenue: $4 billion

70 million computers are connected

AOL 34 million members MySpace


Facebook IPO: $100 billion

NewsCorp buys MySpace

MySpace Facebook Facebook passes most popular reaches 200 MySpace million users in US

Facebook passes Internet Internet Google population: passes 2 billion newspapers 200 million 12,000 tweets / tweets a day second @ superbowl


Twitter declines 65 million Facebooks $500 tweets a day million

What is Social Media Marketing?

It is the process of gaining website tra c or attention through social media sites

Social media di ers from traditional media in that it involves two-way communication: Consumers generate content


Businesses communicate



E orts center on creating content that attracts attention and encourages readers to share it with their social graph Corporate message spreads from user to user and resonates as it appears from a trusted source vs from the brand or company itself Hence, this form of marketing is driven by word-of-mouth: results in earned media rather than paid media

The Bene ts of Social Media Marketing

Improved sales and exposure New business partnerships New quali ed leads Reduced marketing expenses Improved search rankings, tra c, subscribers

Customer acquisition / retention Targeted marketing Immediate results

Community Management The New Eldorado?

SM marketing takes a lot of time SM outsourcing underutilized

The majority of marketers spend between 6 (60%) and 11 (30%) hours per week on SM

Only 28% of businesses are outsourcing some portion of their social media marketing

How Are Social Media Memes Created

Realistic and Humorous (Most of the times): mundane realities, laugh at others and self Virality factor: relate directly to post then share or design one: action contributes to virality Easy to design: think about your job, Google image search, ll placeholders

The Need for Strategy

Define Repeat Act

Improve Analyze


Opportunities in the Marketing Realm

1. How do I measure the e ect of SM marketing on my business? 2. How do I integrate and manage all of my SM marketing activities? 3. What are the best ways to sell with SM? 4. How do I improve customer engagement with SM? 5. How do I master the use of speci c SM platforms? 6. How do I e ectively nd my target audience with SM? 7. What are the best practices in SM marketing? 8. How do I use SM in niche markets? 9. What are the trends in SM marketing? 10. How do I best use my time to maximize my SM activities?

Social Media Beyond Business


SM courses at top Bschools SM as teaching tool

Kenyan chief keeps the peace

Gov 2.0

Questions & Answers


Babson School of advertising April 2011

US interactive marketing forecast, 2011 to 2016

Fortune 500 rankings

Mobile statistics, stats & facts 2011

2011 social media marketing industry report

39 Social Media Statistics to Start 2012

A history of the business of social media David Foster

Wikipedia, social media marketing de nition

Social media and government (slideshare)

How an African Chief Uses Twitter to Keep the Peace

B-Schools All A-Twitter Over Social Media