1. Social Media (and then some)

2. Deseret Digital Media, founded November 2009, manages the media websites of Deseret Media Companies. Deseret Digital Media currently manages seven digital media properties and has 56 employees.
The premier sites of KSL.com, DeseretBook.com and DeseretNews.com deliver more than 4 million unique visitors and 200 million page views per month.
About Deseret Digital Media

3. About Deseret Digital Media (contd.)
So how does a guy like me get a job in social media?
best friends girlfriend
best friend
Best friends girlfriends father
me
Best friends girlfriends fathers business partner

4. Three pieces of advice
Spend at least 40-50 hours building your resume
Have experiences that build your resume
Dont underestimate the experiences that you can include in your resume

5. Three pieces of advice (contd.)
Build you network (You never know who will be a contact)
How big should your network be?
me
Best friends girlfriends fathers business partner

6. Three pieces of advice (contd.)
When you get into the workforce, take advantage of the opportunities that present themselves

7.

• What is social media?
• 8. How do I use it in marketing?
• 9. Wait, so how does it apply to me?

Social Media
lets get into what we really came to talk about

10. -Brian Solis, FutureWorks PR
What is Social Media?
Social Media is, at its most basic sense, a shift in how people discover, read, and share news and information and content. It's a fusion of sociology and technology, transforming monologue (one to many) into dialog (many to many.)
Social Media Revolutionby Socialnomics

11. What is Social Media? (contd.)
User-Generated Content (UGC)
Lets take a quick look at the landscape
A quick view of the timeline:
Social media hasnt been around that long.
Social News
Blogs
Social Networking
Illustration by Omniture 2009

12. Facebook
More than 400 million active users
50% of our active users log on to Facebook in any given day
Average user has 130 friendsWhat does that mean for word of mouth?
People spend over 500 billion minutes per month on Facebook
More than 25 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.
About 70% of Facebook users are outside the United States
More than one million websites have integrated with Facebook Platform
Two-thirds of comScores U.S. Top 100 websites and half of comScores Global Top 100 websites have integrated with Facebook
It is projected to make more than $1billion in ad revenue this year
-Socialnomics
A few of the big players
Over 400 million people like this. Be the first of your friends
Source: Facebook.com

13. A few of the big players (contd.)
Twitter
105,779,710 registered users.
User accounts are added at the rate of 300,000 a day
annual growth, currently at 1,500% a year.
On a daily basis, 55,000,000 tweets pass through twitter
Think of Twitter as the canary in the coal mine.
Morgan Johnston, JetBlue
Source: Biz Stones presentation at Twitters Chirp conference

14. How do I use it in Marketing?
Here at DDM
Created and grew Facebook/Twitter accounts
Increased brand recognition through social mention and cross branding campaigns
Hosted Twittologues
Facebook contest/apps
Blog Marketing
Video casts
FB site integration

15. How do I use it in Marketing?
A few cases:
Burger Kings Whopper Sacrifice Facebook program incented users to give up ten of their Facebook friends in return for a free Whopper. The estimated investment for this program was less than $50,000 yet they received 32 million media impressions which roughly estimated equals greater than $400,000 in press/media value. Which to put in context is somewhat like reaching the entire populations of 19 states
Source: Socialnomics 2010

16. How do I use it in Marketing? (contd.)
By giving away 100 Ford Fiestas to influential bloggers, 37% of Generation Y were aware of the Ford Fiesta before its launch in the United States. Is it any wonder why 25% of Fords marketing spend has been shifted to digital/social media initiatives?
Ford is the only US auto company that didnt take a government loan.
Source: Socialnomics 2010

17. How do I use it in Marketing? (contd.)
During Barack Obamas rise to the White House, he garnered 5 million fans on social media and 5.4 million clicked on an I voted for Obama Facebook button. Most importantly this resulted in three million online donors contributing $500 million in fundraising. An astounding 92% of the donations were in increments of less than $100.
Source: Socialnomics 2010

18. So wait, how does this apply to me?
Its a change in marketing philosophy
Pay Per Click
Info provided by Hubspot

19. How does this apply to me? (contd.)
Totally revamped PR and Marketing
People care more about what their friends say about a product than what advertisements say
eBay found participants in online communities spend 54% more money
Crisis control Chile earthquake (Start late and you are done for)
Customer relations The power of one customer

20. How does this apply to me? (contd.)
Business are going social you need to know this stuff
71% of companies plan to increase investments in social media by an average of 40% because:
Low Cost Marketing
Getting Traction
We Have To Do It
Not doing social media is like not having a website.
Nelda McCallister, Director of corporate communications, DMC
Source: Socialnomics 2010

21. Logan Dunn
ldunn@desnews.com
Twitter: @logdun
Questions?

22. Trends
The move to mobile
Facebook taking over the web (Sharing in no longer just email)
Corporations look to scale (twelpforce, DeseretStudios)
Social media policies will be created (or actually carried outYou cant just get by)
Companies are actually going to start listening rather than speaking
Widgets
Social media becomes more exclusive meaning that niches are being formed within social sites (lists, pages, groups)