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WHAT THE F**K
IS SOCIAL MEDIA
FOR THE PAST TWO YEARS, WE’VE DONE OUR BEST TO ANSWER ONE SIMPLE QUESTION...
WHAT THE F**K IS SOCIAL MEDIA?
. 4 .OUR PROLIFIC USE OF ASTERISKS WAS AIMED AT DRIVING HOME THREE CRUCIAL POINTS..
#1. 5 . SOCIAL MEDIA IS F**KING HUGE.
6 .If Facebook were a country. ahead of the United States. it would be the third most populated in the world.
Only China & India are more populated. it would be the third most populated in the world.If Facebook were a country. ahead of the United States. 6 .
The number of minutes spent on Facebook per month.500 BILLION. 7 .
THAT NUMBER WAS A MEASLY 150 BILLION. LAST YEAR. 7 .500 BILLION. The number of minutes spent on Facebook per month.
photos. news stories. blog posts. The amount of content (web links. notes. 8 .25 BILLION.) shared each month on Facebook. etc.
news stories. The amount of content (web links. photos. etc. 8 .25 BILLION.) shared each month on Facebook. blog posts. notes. THAT’S MORE THAN 6X LAST YEAR’S VOLUME.
9 . The number of peer influence impressions Americans generate per year via social media.500 BILLION.
The number of peer influence impressions Americans generate per year via social media. 62% of those impressions come from Facebook. 9 .500 BILLION.
The amount of video uploaded to YouTube every minute.24 HOURS. 10 .
24 HOURS. THAT’S MORE THAN DOUBLE LAST YEAR’S VOLUME. 10 . The amount of video uploaded to YouTube every minute.
2 BILLION. The number of YouTube videos viewed per day. 11 .
11 . THAT’S TWICE AS MANY AS LAST YEAR. The number of YouTube videos viewed per day.2 BILLION.
12 .4 BILLION. The number of images hosted on Flickr.
12 . THAT’S 13X MORE THAN THE LIBRARY OF CONGRESS. The number of images hosted on Flickr.4 BILLION.
The proportion of women aged 18-34 who check Facebook when they first wake up—even before going to the bathroom.ONE-THIRD. 13 .
NINETY-FIVE. 14 . The percentage of companies using LinkedIn to find and attract employees.
14 .NINETY-FIVE. The percentage of companies using LinkedIn to find and attract employees. 59% use Facebook and 42% use Twitter.
15 . The number of marriages last year between people who met through social media.1 in 6.
The number of marriages last year between people who met through social media. AND OTHER SOCIAL EVENTS COMBINED.1 in 6. CLUBS. THAT’S MORE THAN TWICE THE NUMBER OF PEOPLE WHO MET AT BARS. 15 .
The average number of “tweets” per day on Twitter.27 MILLION. 16 .
The average number of “tweets” per day on Twitter.27 MILLION. THAT’S 8X LAST YEAR’S VOLUME. 16 .
17 . The time it took for LeBron James to amass his first 150.7 HOURS.000 Twitter followers.
7 HOURS.000. 17 . It took Bill Gates 8 hours to reach 100.000 Twitter followers. The time it took for LeBron James to amass his first 150.
SOCIAL MEDIA IS F**KING AWESOME. 18 .#2.
com/ 19 .http://mostawesomestthingever.
com/blendtec 20 .http://www.youtube.
com 21 .http://www.ted.
tumblr.com/ 22 .http://sadkeanu.
tumblr.com/ 22 .http://sadkeanu.
tumblr.com/ 22 .http://sadkeanu.
http://sadkeanu.tumblr.com/ 22 .
com/2010/07/06/prince-the-internet-is-over #3. SOCIAL MEDIA IS F**KING OVER. 23 .http://mashable.
WAIT. 24 . THAT’S F**KING CRAZY TALK. SOCIAL MEDIA IS DEFINITELY NOT OVER. * *Regardless of what the Artist Formerly Known as Relevant has to say about it.
one of the world’s biggest brands shifted gears in 2010 by opting out of the Super Bowl and pouring 1/3 of its annual marketing budget into a cause-driven social marketing campaign called The Refresh Project.com/ 25 .After 23 years and hundreds of millions of dollars spent on Super Bowl ads. http://www.refresheverything.
Twenty-five agencies now have YouTube channels. the entire Federal Government has bounded into the world of social-networking.” Time. including the White House have joined Facebook. about thirty agencies. The Library of Congress has begun posting thousands of free historical photos on Flickr. In the past week alone. May 2009 26 .“ At the President’s urging and by his example.
The Fiesta Movement achieved what was once unthinkable: making 60% of the public aware of a car that hadn’t yet even debuted in the US—without spending a dime on traditional media. After generating 31.In 2010. asking them only to engage in monthly “missions” and to document and share these missions via social media. tens of millions of media impressions.000 pieces of original content. Ford kicked off The Fiesta Movement.ﬁestamovement2. and a slew of high-proﬁle media coverage. a social media campaign in which they literally handed 100 young inﬂuencers the keys to a Ford Fiesta. http://www.com/ 27 .
goarmy. http://www.S. and Twitter to not only recruit the next generation of soldiers. but to support them in sharing their stories. YouTube.com/ 28 . military is kicking some serious social media butt: actively using Facebook.Even the U. Flickr.
“ Kids are leading the world’s transition to digital media. This is in part because kids aren’t afraid of technology and in part because kids haven’t spent years getting used to anything else.to 18-Year-Olds. So if you want a sense of where the world’s media habits are headed.” Generation M2: Media in the Lives of 8. it makes sense to watch what kids are doing. Kaiser Family Foundation January 2010 29 .
S. This is in part because kids aren’t afraid of technology and in part because kids haven’t spent years getting used to anything else. Kaiser Family Foundation January 2010 29 . “ Kids are leading the world’s transition to digital media. it makes sense to watch what kids are doing. So if you want a sense of where the world’s media habits are headed.” Generation M2: Media in the Lives of 8.to 18-Year-Olds.P.
“ Kids are leading the world’s transition to digital media.” Generation M2: Media in the Lives of 8.to 18-Year-Olds. Kaiser Family Foundation January 2010 P. This is in part because kids aren’t afraid of technology and in part because kids haven’t spent years getting used to anything else. RACE IS UNDER it makes sense to watch what kids are doing.S. 29 .So if you want a sense of where the world’s OF THE HUMAN media habits RE THAN HALF MO are F 30. THE AGE Oheaded.
THE AGE Oheaded.S. 29 .to 18-Year-Olds. Kaiser Family Foundation January 2010 P.” Generation M2: Media in the Lives of 8. “ Kids are leading the world’s transition to digital media. RACE IS UNDER it makes sense to watch THEY’VE NEVER KNOWN LIFE what kids WITHOUT THE INTERNET. This is in part because kids aren’t afraid of technology and in part because kids haven’t spent years getting used to anything else. are doing.So if you want a sense of where the world’s OF THE HUMAN media habits RE THAN HALF MO are F 30.
GUESS HOW THEY FEEL ABOUT SOCIAL MEDIA? 29 Generation M2: Media in the Lives of 8.So if you want a sense of where the world’s OF THE HUMAN media habits RE THAN HALF MO are F 30.” P. are doing. “ Kids are leading the world’s transition to digital media.to 18-Year-Olds. Kaiser Family Foundation January 2010 . THE AGE Oheaded. This is in part because kids aren’t afraid of technology and in part because kids haven’t spent years getting used to anything else.S. RACE IS UNDER it makes sense to watch THEY’VE NEVER KNOWN LIFE what kids WITHOUT THE INTERNET.
.WE THINK IT’S SAFE TO SAY THAT IN 2010. THE QUESTION IS NO LONGER “WHAT THE F**K IS SOCIAL MEDIA?” IT’S.. 30 .
WHAT THE F**K IS SOCIAL MEDIA NOW? 31 .
It is where I hang out with friends. It’s where I find out about new movies. I have a history that is far richer than any diary or journal. http://www.“ Social media is the ongoing conversation of the planet. television and other products. It is where I do business. social media is my home on the internet. It is my diary. It is the source of news. Looking back on my wall. Ploom. it is the connector to the giant multi-celled organism called planet Earth.com 32 . VP Marketing. As time goes on. the place where I spend the most time. It is my home page.ploom.” Kurt Sonderegger.
com 33 .)” Diane Hessan. Communispace http://Communispace. make friends and have conversations. share. (Women have know this for eons. CEO.“ Social media is the vehicle by which men have finally decided it’s cool—and valuable—to open up.
It’s not just for kids anymore.com 34 . The average Facebook user age continues to rise.“ Social media is the mainstream. Whitesmith Entertainment http://whitesmithent.” Emily White. It moves the media mouthpiece and content distribution into the hands of the public. Co-Founder.
com 35 . On its own. Social media on its own is nice. VP Marketing. water does some cool things.” Mike Volpe.hubspot.“ Social media is like water. from communications to business to politics to marketing. http://www. HubSpot. but when combined with other tools. it is enabling everything to evolve. but when combined with other compounds it enabled the evolution of all forms of life.
“ Social media is the best way to reach your most influential customers.me 36 . and the only way to reach your most cynical ones.” Michael Troiano Principal Holland-Mark http://troiano.
We want it. we need it.” 37 .“ Social media is the crack cocaine of the Internet.com .typepad. David Armano. and we go into withdrawal when we don't get enough of it. http://darmano. SVP Edelman Digital.
Nothing because social media has become like air to the people who use its various forms regularly. Governments and big businesses have CCTV.typepad.com 38 . Thinkers & Makers Http://paulisakson. the people have camera phones.“ Social media is everything and nothing.” Paul Isakson. there's nothing that can't quickly be shared with a broad group of people.it's simply letting my friends know what I'm doing/thinking/wishing/ etc. It's not "social media" . through a digital means. Co-Founder. Everything because as more people are armed with webenabled smartphones.
.. is a way of thinking.. It’s about rethinking how you make plans when your customers are in the center and in control. It’s not about sales.“ Social media..com/blog 39 . or ads. It’s about pursuing relationships and fostering communities of consumers. Paul Adams Senior User Experience Researcher Google http://thinkoutsidein. or clickthrough rates.
” Julia Roy Senior Manager. You don’t want to be ‘that guy’ or ‘that brand’ who refuses to adapt to change and loses touch with reality. it’s too hard to ignore. Inc. New Media Coach.com 40 . It’s just now reached such a critical mass. http://juliaroy.“ Social media is the same today as it was yesterday.
“ Now social media IS media. And like all media it is at risk of getting corrupted. polluted.com 41 . It is up to all of us to prevent that from happening. http://goingsocialnow. overly commercial. Director Digital Engagement & Social Media PepsiCo.” Shiv Singh. politicized and too powerful.
42 .SOCIAL MEDIA IS DRAMATICALLY LEVELING THE PLAYING FIELD & CONNECTING US LIKE NEVER BE-F**KING-FORE.
” Mongabay.“ Nestle Caves to Activist Pressure on Palm Oil After a two month campaign against Nestle for its use of palm oil linked to rainforest destruction spearheaded by Greenpeace. the food giant has given in to activists' demands. The Swissbased company announced today in Malaysia that it will partner with the Forest Trust. to rid its supply chain of any sources involved in the destruction of rainforests. May 17. an international nonprofit organization.com. 2010 43 .
” Iran Protests: Twitter. cries of protest from supporters of opposition candidate Mir-Hossein Mousavi arose in all possible media. the Medium of the Movement. Time.“ After the election in Iran. 2009 44 43 . but the loudest cries were heard in a medium that didn't even exist the last time Iran had an election. June 17.
twitter.com/BPGlobalPR 45 .http://www.
000 followers.BP’s official Twitter account: 16. http://www.com/BPGlobalPR 45 .twitter.
BP’s official Twitter account: 16,000 followers.
Satirical (anonymously-run) BP Twitter account:
s? The point e point of all thi So what is th D. You don't ET YOUR BRAN is, FORG iterally nothing. it because it is l own e and money d all sorts of tim You can spen blic opinion, manufacture pu trying to o the public, ately, that's up t but ultim Satirical (anonymously-run) BP’s official Twitter iaccount: ow isn't t?” n balPR ry m Twitter account: eBP an behind @BPGlo yst
16,000 followers. “Leroy Stick,” the anonymous m —
After the election in Iran, cries of protest from supporters of opposition candidate Mir-Hossein Mousavi arose in all possible media, but the loudest cries were heard in a medium that didn't even exist the last time Iran had an election.”
Iran Protests: Twitter, the Medium of the Movement, Time, June 17, 2009
Time. Shoes of Prey. After the election in Iran. but the loudest cries were heard worldwideand YouTube.viewed video on in a medium that didn't even exist the last time Iran had an election.youtube. cries of protest blogging about how 16yo Blair from supporters of opposition candidate (aka Juicystar07)’s video Fowler promoting their design-your-ownMir-Hossein Mousavi arose in all possible website became the #1 most shoes commented on #5 most media. CEO. the Medium of the Movement.” http://www. we love you!” —Michael Fox. 2009 “ We're still in the process of picking ourselves up off the floor after witnessing first hand the fact that a sixteen-year-old YouTuber can deliver us three times the traffic in a couple of days that some excellent traditional media coverage has over five months. Juicystar07 and new media.“ Iran Protests: Twitter.com/user/juicystar07 46 . June 17.
Never has so much money been raised for relief so soon after a disaster. This is a watershed moment. It’s historic.””
—Albe Angel, Founder and CEO of Give On the Go, in response to the outpouring of aid that occurred via mobile and social media channels immediately following the 7.2 magnitude earthquake that devastated Port Au Prince, Haiti. Just two days after the earthquake, the American Red Cross had raised over $5 million from over 500,000 mobile phone users. http://hope140.org/haiti/
Concurrently watching TV and tweeting is like being an armchair referee surrounded by a fire hydrant of intoxicatingly emotional, uncensored textual grunts. It...
screams the word “global” louder than the U.N.”
—Pete Blackshaw, EVP of Neilsen Online Digital Strategic Services in a recent Advertising Age article titled “The World Cup of Social Media.”
49 .. SOCIAL MEDIA IS REDEFINING VIRTUALLY F**KING EVERYTHING.IN FACT.. INCLUDING (BUT NOT LIMITED TO).
HOW WE WORK. 50 .
HOW WE PLAY. 51 .
52 .HOW WE LEARN.
HOW WE SHARE. 53 .
54 .HOW WE DISCOVER.
HOW WE CREATE. 55 .
56 .HOW WE COMPLAIN.
HOW WE CELEBRATE. 57 .
HOW WE MOURN. 58 .
59 .HOW WE APPLAUD.
HOW WE INFLUENCE. 60 .
61 .HOW WE COLLABORATE.
HOW WE INVESTIGATE. 62 .
63 .HOW WE EVALUATE.
AND EVEN HOW WE.. 64 ..
MEDIA IS NOW YET THE BASIC RULES REMAIN THE SAME. 66 .ALLSOCIAL MEDIA.
RULE #1: LISTEN 67 .
RULE #2: ENGAGE 68 .
RULE #3: BE REAL. 69 .
70 .RULE #4: BE RESPECTFUL.
71 .RULE #5: HAVE FUN.
IF YOU HAVEN’T GOTTEN ON THE TRAIN YET. 72 . YOU WILL. YOU’LL HAVE TO. PRETTY SOON. DON’T WORRY.
All these things used to be separated into public media (like visual or print communications made by a small group of professionals) and personal media (like letters and phone calls made by ordinary citizens). Media is how you know what's happening in Tehran. Media is how you know about anything more than ten yards away. Media is how you know when and where your friend's birthday party is. Media is how you know why Kierkegaard disagreed with Hegel. who's in charge in Tegucigalpa. Clay Shirky. 2010 73 .“ Media is the connective tissue of society. or the price of tea in China. Cognitive Surplus. Now those two modes have fused.
74 . THAT’S PRETTY MUCH ALL WE HAVE TO SAY ABOUT SOCIAL MEDIA. * *For now.ANYWAY.
com/wtf and tell us! 75 .BUT WE’D REALLY LOVE TO HEAR WHAT YOU * HAVE TO SAY ABOUT IT. *Go to http://brandinfiltration.
com t: @infiltrators BOSTON e: email@example.com t: @mzkagan 76 .com/WTF TORONTO e: jacquelyn@brandinfiltration.TELL US WHAT YOU THINK: Espresso http://brandinfiltration.
ly/9YqfWt DATA: Business Wire .http://bit.http://bit.ly/dsG91J DATA: Youtube .com .ly/6c89sQ QUOTE: AdAge .http://bit.ly/bei3j7 IMAGE: Durex QUOTE: “Cognitive Surplus” by Clay Shirky IMAGE: Dominik Schwind on Flickr .ly/12oAN DATA: Facebook .ly/axG7cz QUOTE: Time Magazine .ly/bTnqHD IMAGE: Hamed Saber on Flickr .ly/wNHR4 IMAGE: The White House on Flickr .http://bit.http://bit.http://bit.http://bit.http://bit.ly/d9sAAd DATA: Mashable .http://bit.ly/cKFal6 DATA: Time Magazine . Census Bureau .ly/12oAN IMAGE: Hillary Stein on Flickr .http://bit.http://bit.ly/y7zle QUOTE: Mongabay.http://bit.http://bit.ly/6FgBJ DATA: Mashable .ly/9vKCaa DATA: Mashable .http://bit. SLIDE SOURCES 6-7 8 9 10 11 12 13 14 15 16 17 23 DATA: Facebook .com except where noted below.http://bit.ly/H424X IMAGE: ๑ Adam on Flickr .http://bit.http://bit.ly/cG5zwy DATA: Business Insider .http://bit.to/d0CjDm QUOTE: 22Michaels.ly/aLI3sc DATA: Royal Pingdom .http://bit.http://bit.ly/9niEVi DATA: U.ly/crV5fH DATA: Forrester Research .http://bit.ly/bTPVPX DATA: Flickr .http://bit.ly/aqDctI IMAGE: Balakov on Flickr .http://bit.ly/djoz76 DATA: Neatorama .http://bit.ly/9PyTt7 QUOTE: ABC News .ly/aDUfQ3 IMAGE: Rolling Stone SLIDE 25 26 27 29 43 44 45 46 47 48 65 73 SOURCES DATA: AdAge .http://bit.http://bit.http://bit.http://bit.http://bit.ly/5zIadJ IMAGE: Mickipedia on Flickr .ly/ctYLlL IMAGE: Crystian Cruz on Flickr .CREDITS All photos in this presentation were purchase on iStockPhoto.ly/d8pQ5B QUOTE: Huffington Post .ly/bkEKBc 77 .com .ly/aiTfEs DATA: Marketwire .S.http://huff.http://bit.ly/H424X DATA: Youtube .
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