"By and large, in the U.S., we're a country of voyeurs."By and large, in the U.S., we're a country of voyeurs.We love to watch and consume content created byWe love to watch and consume content created byothers, but there's a fairly small group that are doingothers, but there's a fairly small group that are doingthat creation -- unlike China, which is a country ofthat creation -- unlike China, which is a country ofcreators.creators.”” —— David Cohen, Universal McCann David Cohen, Universal McCann

Myth Of Social Media

“The majority of companies involved insocial media must be Internet companiesor high tech companies that are targetingpeople who love the Internet.” … Or arethey? Hmmm…

Well Sure, It Works For Google!

There Are 59 Fortune 500 Blogs

Fortune 500 Blogs

Amazon.com, American Airlines, AonCorporation, Boeing, Countrywide,Coca-Cola, Dell, Eastman Kodak,Ford Motor Company, General Mills,Intel Corporation, IBM, JohnsonControls, Marriott International,McDonald’s, The McGraw-HillCompany, Microsoft, Motorola, Nike,Owens Corning, Pitney Bowes,Sprint, Starbucks, Starwood Hotels &Resorts, Time Warner, The CloroxCompany, Tribune Company, ViacomInternational, Wells Fargo, XeroxCorporation, Yahoo!, Johnson &Johnson, etc., etc.

Quick Case Study

The Best Of Southwest

Southwest Airlines attributes three of itsbest quarters to social media, including$150 million in ticket sales to its “Ding!”widget.

The Worst Of Southwest

They count comments as an accuratemeasure and sometimes basedecisions on consumer input despitethat input being only representative oftheir most diehard customers.

Why Social Media?What Did We Do Without TiVo?

• The Office on NBC last September drew abroadcast audience of 9.7 million, but alsostreamed 2.7 million views on the Web.• One in four Internet users have watched a full-length show online in the last three months. Thesearen’t just young people: 39 percent were ages18-34 and 25 percent were 35-54.• Twelve million viewers is enough to break intothe top 20 shows.• DVR adoption will exceed 50 percent of all cablehouseholds within two years.• Local news stations predict online viewing ofnews may surpass live viewing next year.

Why Social Media?Why Subscribe When Its Free Online?

• 102,406 subscribers was the circulationneeded to break into the top 200 dailies in2006.• Not one of the top 51-100 dailies broke200,000 subscribers in 2006; and only three —USA Today, The Wall Street Journal, and TheNew York Times — broke the one millioncirculation mark.

• The Newspaper Association of America, totalprint advertising revenue in 2007 plunged 9.4%to $42 billion compared to 2006 -- the mostsevere percentage decline since theassociation started measuring advertisingexpenditures in 1950.

Why Social Media?

The Springs Preserve provides a dynamic visual presence that isunrecognized by search engines (except purchased key words),mostly static information, and an isolated social media footprint.

Social Media Footprint

Blogs Expand Reach

The Copywrite, Ink. blog consistentlyranks among the top 50,000 sites inthe United States and top 150,000sites worldwide. In addition tobenefiting from SEO, it is sourced byhundreds of blogs and news outlets.

Social Media Footprint