How Social Media are Revolutionizing Media and Markets

How Social Media Are How Social Media Are Revolutionizing Media & MarketsRevolutionizing Media & Markets

Paul GillinAuthor, The New InfluencersSecrets of Social Media Marketing

June 20

June 24

June 26

June 21

June 23

July 14

Today

Vincent Ferrari

Chaos TheoryChaos Theory

Small Is the New BigLess Marketing is More MarketingGain Control By Giving Up ControlPublication Is a Beginning, Not an End

The Media in CollapseThe Media in Collapse

Decline in circulation of top 10 newspapers in 2008: 635,000

Average age of US daily newspaper reader: 57

Reduction in US newsroom staffs since 2001: 45%

Growth in NBC prime time audience, 2008: -14.3%

Age of average network evening news viewer: 63

2001 circ. 2009 circ. Change

Woman’s Day

1.61M 410,000 -74%

Redbook 556,300 154,600 -72%

Playboy 522,800 203,200 -71%

Country Living

380,200 134,900 -64%

National Enquirer

1.65M 591,300 -64%

Reader’s Digest

750,000 270,000 -64%

ESPN Magazine

54,350 25,200 -63%

US Magazine Circulations

Publishers saw Internet as just another channel

Free distribution devalued content

Media delusions of grandeur

Failure to address democratization trend

Craigslist

Google

High infrastructure cost

Media consolidation

Recessionary “perfect storm.”

Teens watch 60% less TV than their parents. They spend 600% more time online (Arthur W. Page report)Twitter membership up 1,900% last year (Nielsen)

If Facebook was a country, it would be world’s fifth largest% of Americans under 33 on social networking sites: 67% over 55: 9Word-of-mouth marketing spending to hit $3B by 2013

One-third of Americans under 40 say the Daily

Show and Colbert Report are replacing

traditional news outlets.

To This

Customer at the Customer at the CenterCenter

Ben PopkenEditor in chief

•18 million monthly visitors•30-40 daily articles•Full-time staff of seven•500 references in Wall Street Journal & New York Times•More than 34,000 references on Digg.com

Ed MagedsonFounder

•30 million monthly visitors•322,000 published reports•More than 30 lawsuits•Never sued successfully

•Passionate•Opinionated•Focused•Active•Sharing

Source: Elliance, Inc.

The Keyword EconomyThe Keyword Economy

Transition from browse to searchThe click is both validation and actionInbound vs. outbound marketingSEO is critical to all marketing

InfluenceInversion

Courtesy Digitas

"Your goal should be to have as many people as possible be public voices of the company. Scary? If you answered yes, you don't have the right people."

Brian KalmaDirector of User Experience, Zappos

“It is the responsibility of corporate communications to support each employee’s

capability and desire to be an honest, knowledgeable ambassador to customers, friends, shareowners and public officials.”

--From The Authentic Enterprise: Relationships, Values And The Evolution Of Corporate Communications

Arthur W. Page Society, Dec., 2007

Cultural Norms of Social MediaCultural Norms of Social Media“Transparency”ConversationIndividualCourteousSharingAttributionIndependence

“Since 2002, this annual event has evolved into the cornerstone of SAP's influencer programs, now serving as a key event to validate SAP's transformational market strategy.”

•10 Influential bloggers tapped for one-year campaign•Participate in events and provide feedback on Intel’s marketing activities•Rewarded with access to key Intel information and executives

Taking it to the Public

About Me

About Others

Interests

FriendFriend in CommonFollowerProfileGroupNews Feed

PokeWallConnectionAnswerAppHash tag

Profiles are essential

Efficient contact management

Recommendations cement relationships

Six degrees of connectionAdvice is social capital

Company research

Facebook Fans

Announcements

Mailing List

Repurpose media

Feedback/testing

Recruiting

Promotion

Sales

Updates

Service

1.7 million followers

1.2 million followers

1.1 million followers

980,000 followers

473,000 followers

32 million members

300 million members44 million members

1 billion daily views

6 million daily visitors

50 million members10 million members

1 million daily visitors

1.5 million daily visitors

Be comfortableBe distinctiveBe briefBe kindBe honest

Be offbeatBe genuineBe shareableBe generousBe funny

Paul Gillin

508-656-0734

paul@gillin.com

www.gillin.com

Twitter: pgillin

Available on Amazon or from

www.NewInfluencers.com

Available on Amazon or from www.SSMMbook.com

Subscribe to my free weekly

newsletter at gillin.com