How Social Media Are How Social Media Are Revolutionizing Media & Revolutionizing Media & Markets Markets Paul Gillin Author, The New Influencers Secrets of Social Media Marketing
How Social Media are Revolutionizing Media and Markets
May 09, 2015
Social media will profoundly disrupt the media and marketing industries by changing economic and influence models that have existed for generations. Today, some bloggers and social news sites generate more traffic than big-name mainstream media, and they do it at a tiny fraction of the cost. Their highly outsourced publishing structure is a new style of journalism and their approach to building audience and awareness is unlike anything ever done in traditional media.
This will have far-reaching ramifications for established institutions. We are in the early stages of a shift that will shake the business and media worlds to the core. Paul Gillin’s presentation explores these disruptive forces, as well as the goals and motivations of the new influencers and look ahead to the changes they have initiated.
This will have far-reaching ramifications for established institutions. We are in the early stages of a shift that will shake the business and media worlds to the core. Paul Gillin’s presentation explores these disruptive forces, as well as the goals and motivations of the new influencers and look ahead to the changes they have initiated.
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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
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
www.gillin.com
Twitter: pgillin
Available on Amazon or from
www.NewInfluencers.com
Available on Amazon or from www.SSMMbook.com
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