understanding social media and it's role in business

RYAN COHN VP of Digital/Social Operations

WHAT’S NEXT?UNDERSTANDING SOCIAL MEDIA AND IT’S ROLE IN BUSINESS

QUESTIONS TO BE ANSWERED…• In the grand scheme of communications and marketing, what exactly is social media? • How should we measure success on social media? What are the best metrics? • Everyone talks about Likes, fans and followers. If I don’t have thousands of fans, how can I get my message out to the right people? • How does the Facebook newsfeed work? Does everything I post show up in my fans’ newsfeeds? How do I get more fans to see my posts? • How many social media platforms do I need to use? Is Facebook enough?

In the grand scheme of communications and marketing, what exactly is social media?

• History of Communication (Mass vs. Social)

• Growth of the Social Web

• New Media Supply Chain

• Social Campaign Model

• Shift Away from Disruption Marketing

Where we are now

TV

RadioPrinting

Press

History of Communication(Mass vs. Social)

(Facebook, May 2007)

FACEBOOK (est. 2004)955 million – Number of monthly active Facebook users as of July 1, 2012545 million – Number of daily active Facebook users as of July 1, 2012538 million – Number of monthly active Facebook users that log in via mobile (7/1/12)100 billion – Estimated number of photos on Facebook by mid-2011

TWITTER (est. 2006)225 million – Number of Twitter accounts100 million – Number of daily active Twitter users in 2011 (31.9% annual growth)20.2 million – People following Lady Gaga (Twitter’s most popular user)250 million – Number of tweets per day during October 2011

BLOGS39 million – The number of Tumblr blogs

at the end of 201170 million – Total number of WordPress blogs at the end of 2011

Years to Reach 50 Million Users:

Radio (38 Years)TV (13 Years)

Internet (4 Years)iPod (3 Years)

Facebook added 100 Millionin less than 9 months

Social Media: By the Numbers

The Growth of Facebook (mobile vs. all formats)

1-Apr-09 1-Jul-09 1-Oct-09 1-Jan-10 1-Apr-10 1-Jul-10 1-Oct-10 1-Jan-11 1-Apr-11 1-Jul-11 1-Oct-11 1-Jan-12 1-Apr-12 1-Jul-120

50

100

150

200

250

300

350

400

450

500

550

600

650

700

750

800

850

900

950

1000

5075

101129

155196

245288

325

376

432

488

538

242

305

360

431

482

550

608

680

739

800

845

901955

Mobile Monthly Active Users Worldwide (in millions) Monthly Active Users Worldwide (in millions)

Social is the hottest topic today!

Tons of buzz words:

Always in the news:

But social is just the evolution of word of mouth, so let’s

break this down…

NEW MEDIA SUPPLY CHAIN

CONTENT

CONTENT DELIVERY NETWORK

HARDWARE TERMINAL

CONVERSATION

A few content delivery networks…

Hardware terminals of today:

New hardware terminals of tomorrow:

CONTENT DELIVERY NETWORK

CONTENTCONVERSATION

Without content, there is no conversation.

GIVE value if you want to GET value in return.

Social Media Workflow

The Shift Away from Disruption Marketing“Only twenty years ago, our access was bounded by the books we owned, the TV shows we watched, and the books in our library. Today, because of the web, we’re seeing an exponential increase in the amount of information that we have access to.

“In a world of too much information, the only way to be successful will be to fit in seamlessly and naturally into people’s lives. You can introduce new content and new ideas to people, but it will need to feel natural or it will be ignored at best, infuriating at worst. The best way to do this will be through people’s friends.”

- Paul Adams, Product Development at Facebook (ex-architect of Google+)

How should we measure success on social media? What are the best metrics?

Everyone talks about “LIKES” & “FOLLOWERS”

But your whole audience doesn’t see your message.

FOCUS ON: Engagement (PTAT), Reach and Impressions

If I don’t have thousands of fans, how can I get my message out to the right people?

Focus on SMALL GROUPS and STAKEHOLDERS.

How Much is This Worth to Publix?

Or This to Target?

How does the Facebook newsfeed work?

Does everything I post show up in my fans’ newsfeeds?

AFFINITY

WEIGHT

TIME

How many social media platforms do I need to use? Is Facebook enough?

How many can you juggle? Strategy + Implementation