Social Media RevolutionSocial Media Revolution

Paul GillinPaul Gillin

Author, Author, The New InfluencersThe New Influencers

Secrets of Social Media MarketingSecrets of Social Media Marketing

Chaos TheoryChaos Theory

• Small Is the New BigSmall Is the New Big• Less Marketing is More MarketingLess Marketing is More Marketing• Gain Control By Giving Up ControlGain Control By Giving Up Control• Publication Is a Beginning, Not an Publication Is a Beginning, Not an

EndEnd

From ThisFrom This

To ThisTo This

Old Media FactsOld Media Facts

• Magazine newsstand sales off 12% in Magazine newsstand sales off 12% in 2008, 22% in 20092008, 22% in 2009

• TV Guide TV Guide sold last year for $1; sold last year for $1; Readers Readers Digest Digest in Chapter 11in Chapter 11

• 2009 TV station ad revenue down >20% 2009 TV station ad revenue down >20% ((BBeernstein Research)rnstein Research)

• Q2 radio ad revenue down 22% Q2 radio ad revenue down 22% ((Radio Ad Radio Ad Bureau)Bureau)

• NBC prime time audience down 14.3% in NBC prime time audience down 14.3% in the past yearthe past year

• Cost of reaching 1,000 households with Cost of reaching 1,000 households with 30-second TV spot in 1986: $8.28 30-second TV spot in 1986: $8.28

• In 2008: $22.65 (Media Dynamics)In 2008: $22.65 (Media Dynamics)

•

• NBC and CBS execs have NBC and CBS execs have publicly suggested the publicly suggested the networks could become networks could become cable channelscable channels

• Age of average network Age of average network evening news viewer: 63evening news viewer: 63

New Media FactsNew Media Facts

• Teens watch 60% less TV than their Teens watch 60% less TV than their parents. They spend 600% more time parents. They spend 600% more time online (Arthur W. Page report)online (Arthur W. Page report)

• Twitter membership up 1,400% last year Twitter membership up 1,400% last year (Nielsen)(Nielsen)

• If Facebook was a country, it would be If Facebook was a country, it would be world’s fifth largestworld’s fifth largest

• % of Americans under 33 on social % of Americans under 33 on social networking sites: 67networking sites: 67

• % over 55: 9% over 55: 9• Word-of-mouth marketing spending to hit Word-of-mouth marketing spending to hit

$3B by 2013$3B by 2013

One-third of Americans under 40 say the Daily

Show and Colbert Report are replacing traditional

news outlets.

Traditional communicationsTraditional communications

New realityNew reality

AOL HellAOL Hell

June 20

June 24

June 26

June 21

June 23

July 14

Today

Vincent Ferrari

Customer at the CenterCustomer at the Center

The Way We’re GoingThe Way We’re Going

The NumbersThe Numbers

• Active blogs on the Internet: 25-40 millionActive blogs on the Internet: 25-40 million• Social networks: 2,900Social networks: 2,900• Social network service providers: >100Social network service providers: >100• Active Facebook members: 175 millionActive Facebook members: 175 million• Corporations with social media campaigns: >300Corporations with social media campaigns: >300• Photos on Flickr: 3 billionPhotos on Flickr: 3 billion• Daily Twitter messages: 6 millionDaily Twitter messages: 6 million• Pres. Obama’s Facebook friends: 5.9 millionPres. Obama’s Facebook friends: 5.9 million

Influence 2.0Influence 2.0

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

Meet the new influencersMeet the new influencers

Steve Hall

Philipp LenssenPaige Heninger &

Gretchen Vogelzang

Self-Appointed Celebrities

So Many So Many ChoicesChoices

Tools at Your DisposalTools at Your Disposal

• Discussion Forums – tactical and impersonalDiscussion Forums – tactical and impersonal• Blogs – The online equivalent to publicationsBlogs – The online equivalent to publications• Microblogs – Short, fast and frequentMicroblogs – Short, fast and frequent• Podcasts – Add depth, lose interactivityPodcasts – Add depth, lose interactivity• Social Networks – Listening postsSocial Networks – Listening posts• Social Bookmarking Sites – Drive awarenessSocial Bookmarking Sites – Drive awareness• Online Video – Flexible but complexOnline Video – Flexible but complex• E-mail Marketing – Ties it all togetherE-mail Marketing – Ties it all together

New Publishing LifecycleNew Publishing Lifecycle

Becomes a blog entry

Feeds a podcast

Stokes a white paper

That gets tweeted!

Begins as a tweet

Publish EverywherePublish Everywhere

Promote YourselfPromote Yourself

Engage Popular PeopleEngage Popular People

Self-SyndicationSelf-SyndicationThen

Now

ServerServer

UserUser

SearchSearch

RSS Is For Machines, Not PeopleRSS Is For Machines, Not People

Source: Elliance, Inc.

Credibility Through ValidationCredibility Through Validation

The Way We WereThe Way We Were•Message

•Impressions

•Reach & Frequency

•Retention

•CPM

•Recall

•Share of Voice

•Coverage

•Rate Base

The Way We’re Going

Fiskars SwagFiskars Swag

Social Network EssentialsSocial Network Essentials

About Me

About Others

Our Interests

Niche markets are:

•Knowledgeable

•Engaged

•Responsive

•Helpful

•Spenders

New ConceptsNew Concepts

• FriendFriend• Friend in Friend in

CommonCommon• FollowerFollower• ProfileProfile• GroupGroup• News FeedNews Feed

• PokePoke• WallWall• ConnectionConnection• AnswerAnswer• AppApp• Hash tagHash tag

Secrets of New MediaSecrets of New Media

• Be comfortableBe comfortable• Be distinctiveBe distinctive• Be briefBe brief• Be kindBe kind• Be honestBe honest

• Be offbeatBe offbeat• Be genuineBe genuine• Be shareableBe shareable• Be generousBe generous• Be funnyBe funny

Be Remarkable!Be Remarkable!

Be GenuineBe Genuine

“We want to make production values as high as they need to be to tell the story, but not so high that they get in the way

of the story. If we started using typical TV commercial product

shots, our audience would tune out.”

Stephen Voltz, Eepybird.com

Thank you!Thank you!

Paul Gillin

508-202-9807

paul@gillin.com

www.gillin.com

Twitter: pgillin

Available on Amazon or from NewInfluencers.com

Available on Amazon or from SSMMBook.com