http://brandinfiltration.

com/wtf

NOW?

WHAT THE F**K

IS SOCIAL MEDIA

FOR THE PAST TWO YEARS, WE’VE DONE OUR BEST TO ANSWER ONE SIMPLE QUESTION...
2

WHAT THE F**K IS SOCIAL MEDIA?

3

3

OUR PROLIFIC USE OF ASTERISKS WAS AIMED AT DRIVING HOME THREE CRUCIAL POINTS...
4

#1.

SOCIAL MEDIA IS F**KING

HUGE.

5

If Facebook were a country, it would be the third most populated in the world, ahead of the United States.

6

If Facebook were a country, it would be the third most populated in the world, ahead of the United States.

Only China & India are more populated.
6

500 BILLION.
The number of minutes spent on Facebook per month.

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500 BILLION.
The number of minutes spent on Facebook per month.

LAST YEAR, THAT NUMBER WAS A MEASLY 150 BILLION.

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25 BILLION.

The amount of content (web links, news stories, blog posts, notes, photos, etc.) shared each month on Facebook.

8

25 BILLION.

The amount of content (web links, news stories, blog posts, notes, photos, etc.) shared each month on Facebook.

THAT’S MORE THAN 6X LAST YEAR’S VOLUME.
8

500 BILLION.
The number of peer influence impressions Americans generate per year via social media.

9

500 BILLION.
The number of peer influence impressions Americans generate per year via social media. 62% of those impressions come from Facebook.

9

24 HOURS.
The amount of video uploaded to YouTube every minute.
10

24 HOURS.
The amount of video uploaded to YouTube every minute. THAT’S MORE THAN DOUBLE LAST YEAR’S VOLUME.
10

2 BILLION.

The number of YouTube videos viewed per day.

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2 BILLION.
THAT’S TWICE AS MANY AS LAST YEAR.

The number of YouTube videos viewed per day.

11

4 BILLION.
The number of images hosted on Flickr.

12

4 BILLION.
The number of images hosted on Flickr.

THAT’S 13X MORE THAN THE LIBRARY OF CONGRESS.

12

ONE-THIRD.

The proportion of women aged 18-34 who check Facebook when they first wake up—even before going to the bathroom.
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NINETY-FIVE.
The percentage of companies using LinkedIn to find and attract employees.

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NINETY-FIVE.
The percentage of companies using LinkedIn to find and attract employees. 59% use Facebook and 42% use Twitter.

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1 in 6.

The number of marriages last year between people who met through social media.

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1 in 6.

The number of marriages last year between people who met through social media.

THAT’S MORE THAN TWICE THE NUMBER OF PEOPLE WHO MET AT BARS, CLUBS, AND OTHER SOCIAL EVENTS COMBINED.
15

27 MILLION.
The average number of “tweets” per day on Twitter.

16

27 MILLION.
The average number of “tweets” per day on Twitter.

THAT’S 8X LAST YEAR’S VOLUME.
16

7 HOURS.

The time it took for LeBron James to amass his first 150,000 Twitter followers.

17

7 HOURS.
It took Bill Gates 8 hours to reach 100,000.

The time it took for LeBron James to amass his first 150,000 Twitter followers.

17

#2.

SOCIAL MEDIA IS F**KING

AWESOME.

18

http://mostawesomestthingever.com/
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http://www.youtube.com/blendtec
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http://www.ted.com
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http://sadkeanu.tumblr.com/
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http://sadkeanu.tumblr.com/
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http://sadkeanu.tumblr.com/
22

http://sadkeanu.tumblr.com/
22

http://mashable.com/2010/07/06/prince-the-internet-is-over

#3.

SOCIAL MEDIA IS F**KING

OVER.

23

WAIT.
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.
24

25

After 23 years and hundreds of millions of dollars spent on Super Bowl ads, 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.
http://www.refresheverything.com/

25

At the President’s urging and by his example, the entire Federal Government has bounded into the world of social-networking. Twenty-five agencies now have YouTube channels. The Library of Congress has begun posting thousands of free historical photos on Flickr. In the past week alone, about thirty agencies, including the White House have joined Facebook.”
Time, May 2009

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In 2010, Ford kicked off The Fiesta Movement, a social media campaign in which they literally handed 100 young influencers the keys to a Ford Fiesta, asking them only to engage in monthly “missions” and to document and share these missions via social media. After generating 31,000 pieces of original content, tens of millions of media impressions, and a slew of high-profile media coverage, 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.
http://www.fiestamovement2.com/
27

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Even the U.S. military is kicking some serious social media butt: actively using Facebook, YouTube, Flickr, and Twitter to not only recruit the next generation of soldiers, but to support them in sharing their stories.
http://www.goarmy.com/
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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.

So if you want a sense of where the world’s media habits are headed, it makes sense to watch what kids are doing.”
Generation M2: Media in the Lives of 8- to 18-Year-Olds, Kaiser Family Foundation January 2010

29

P.S.

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.

So if you want a sense of where the world’s media habits are headed, it makes sense to watch what kids are doing.”
Generation M2: Media in the Lives of 8- to 18-Year-Olds, Kaiser Family Foundation January 2010

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, RACE IS UNDER it makes sense to watch what kids are doing.”
Generation M2: Media in the Lives of 8- to 18-Year-Olds, Kaiser Family Foundation January 2010

P.S.

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.

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, RACE IS UNDER it makes sense to watch THEY’VE NEVER KNOWN LIFE what kids WITHOUT THE INTERNET. are doing.”
Generation M2: Media in the Lives of 8- to 18-Year-Olds, Kaiser Family Foundation January 2010

P.S.

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.

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, RACE IS UNDER it makes sense to watch THEY’VE NEVER KNOWN LIFE what kids WITHOUT THE INTERNET. are doing.”

P.S.

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.

GUESS HOW THEY FEEL ABOUT SOCIAL MEDIA?
29

Generation M2: Media in the Lives of 8- to 18-Year-Olds, Kaiser Family Foundation January 2010

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

Social media is the ongoing conversation of the planet.
It is the source of news, it is the connector to the giant multi-celled organism called planet Earth. As time goes on, social media is my home on the internet. It is my home page, the place where I spend the most time. It is where I do business. It is where I hang out with friends. It’s where I find out about new movies, television and other products. It is my diary. Looking back on my wall, I have a history that is far richer than any diary or journal.”
Kurt Sonderegger, VP Marketing, Ploom, http://www.ploom.com

32

Social media is the vehicle by which men have finally decided it’s cool—and valuable—to open up, share, make friends and have conversations. (Women have know this for eons.)”
Diane Hessan, CEO, Communispace http://Communispace.com
33

Social media is the mainstream.
The average Facebook user age continues to rise. It’s not just for kids anymore. It moves the media mouthpiece and content distribution into the hands of the public.”
Emily White, Co-Founder, Whitesmith Entertainment http://whitesmithent.com

34

Social media is like water. 

On its own, water does some cool things, but when combined with other compounds it enabled the evolution of all forms of life.  Social media on its own is nice, but when combined with other tools, it is enabling everything to evolve, from communications to business to politics to marketing.”
Mike Volpe, VP Marketing, HubSpot, http://www.hubspot.com
35

Social media is the best way to reach your most influential customers, and the only way to reach your most cynical ones.”
Michael Troiano Principal Holland-Mark http://troiano.me

36

Social media is the crack cocaine of the Internet. We want it, we need it,
David Armano, SVP Edelman Digital, http://darmano.typepad.com ,

and we go into withdrawal when we don't get enough of it.”
37

Social media is everything and nothing.
Nothing because social media has become like air to the people who use its various forms regularly. It's not "social media" - it's simply letting my friends know what I'm doing/thinking/wishing/ etc. through a digital means. Everything because as more people are armed with webenabled smartphones, there's nothing that can't quickly be shared with a broad group of people. Governments and big businesses have CCTV; the people have camera phones.”
Paul Isakson, Co-Founder, Thinkers & Makers Http://paulisakson.typepad.com
38

Social media... is a way of thinking... It’s not about sales, or ads, or clickthrough rates. It’s about pursuing relationships and fostering communities of consumers.

It’s about rethinking how you make plans when your customers are in the center and in control.
Paul Adams Senior User Experience Researcher Google http://thinkoutsidein.com/blog

39

Social media is the same today as it was yesterday.
It’s just now reached such a critical mass, it’s too hard to ignore. You don’t want to be ‘that guy’ or ‘that brand’ who refuses to adapt to change and loses touch with reality.”
Julia Roy Senior Manager, New Media Coach, Inc. http://juliaroy.com

40

Now social media IS media.
And like all media it is at risk of getting corrupted, polluted, overly commercial, politicized and too powerful. It is up to all of us to prevent that from happening.”
Shiv Singh, Director Digital Engagement & Social Media PepsiCo. http://goingsocialnow.com

41

SOCIAL MEDIA IS

DRAMATICALLY

LEVELING THE PLAYING FIELD & CONNECTING US LIKE NEVER BE-F**KING-FORE.
42

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, an international nonprofit organization, to rid its supply chain of any sources involved in the destruction of rainforests.”
Mongabay.com, May 17, 2010

43

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 44
43

http://www.twitter.com/BPGlobalPR

45

BP’s official Twitter account: 16,000 followers.

http://www.twitter.com/BPGlobalPR

45

BP’s official Twitter account: 16,000 followers.

Satirical (anonymously-run) BP Twitter account:

180,000 followers.
http://www.twitter.com/BPGlobalPR
45

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 —

180,000 followers.
http://www.twitter.com/BPGlobalPR
45

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

http://www.youtube.com/user/juicystar07

46


Iran Protests: Twitter, the Medium of the Movement, Time, June 17, 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, we love you!”

—Michael Fox, CEO, Shoes of Prey, After the election in Iran, 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, 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.”
http://www.youtube.com/user/juicystar07

46

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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/
47

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.”

48

IN FACT, SOCIAL MEDIA IS

REDEFINING VIRTUALLY F**KING EVERYTHING,
INCLUDING
(BUT NOT LIMITED TO)...
49

HOW WE WORK.

50

HOW WE PLAY.

51

HOW WE LEARN.

52

HOW WE SHARE.

53

HOW WE DISCOVER.

54

HOW WE CREATE.

55

HOW WE COMPLAIN.

56

HOW WE CELEBRATE.

57

HOW WE MOURN.

58

HOW WE APPLAUD.

59

HOW WE INFLUENCE.

60

HOW WE COLLABORATE.

61

HOW WE INVESTIGATE.

62

HOW WE EVALUATE.

63

AND EVEN HOW WE...

64

65

ALLSOCIAL MEDIA. MEDIA IS NOW
YET THE BASIC RULES REMAIN THE SAME.
66

RULE #1: LISTEN
67

RULE #2: ENGAGE
68

RULE #3: BE REAL.
69

RULE #4: BE RESPECTFUL.
70

RULE #5: HAVE FUN.
71

IF YOU HAVEN’T GOTTEN ON THE TRAIN YET, DON’T WORRY. YOU WILL. PRETTY SOON,

YOU’LL HAVE TO.
72

Media is the connective tissue of society.
Media is how you know when and where your friend's birthday party is. Media is how you know what's happening in Tehran, who's in charge in Tegucigalpa, or the price of tea in China. Media is how you know why Kierkegaard disagreed with Hegel. Media is how you know about anything more than ten yards away. 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). Now those two

modes have fused.
Clay Shirky, Cognitive Surplus, 2010

73

ANYWAY, THAT’S PRETTY MUCH ALL WE HAVE TO SAY ABOUT SOCIAL MEDIA.
* *For now.
74

BUT WE’D REALLY LOVE TO HEAR WHAT

YOU

*

HAVE TO SAY ABOUT IT.
*Go to http://brandinfiltration.com/wtf and tell us!
75

TELL US WHAT YOU THINK:

Espresso http://brandinfiltration.com/WTF
TORONTO e: jacquelyn@brandinfiltration.com t: @infiltrators BOSTON e: marta@brandinfiltration.com t: @mzkagan

76

CREDITS
All photos in this presentation were purchase on iStockPhoto.com except where noted below.

SLIDE SOURCES
6-7 8 9 10 11 12 13 14 15 16 17 23 DATA: Facebook - http://bit.ly/12oAN DATA: Facebook - http://bit.ly/12oAN IMAGE: Hillary Stein on Flickr - http://bit.ly/crV5fH DATA: Forrester Research - http://bit.ly/dsG91J DATA: Youtube - http://bit.ly/H424X DATA: Youtube - http://bit.ly/H424X IMAGE: ๑ Adam on Flickr - http://bit.ly/bTPVPX DATA: Flickr - http://bit.ly/6FgBJ DATA: Mashable - http://bit.ly/aiTfEs DATA: Marketwire - http://bit.ly/aqDctI IMAGE: Balakov on Flickr - http://bit.ly/djoz76 DATA: Neatorama - http://bit.ly/aLI3sc DATA: Royal Pingdom - http://bit.ly/5zIadJ IMAGE: Mickipedia on Flickr - http://bit.ly/d9sAAd DATA: Mashable - http://bit.ly/9vKCaa DATA: Mashable - http://bit.ly/aDUfQ3 IMAGE: Rolling Stone

SLIDE
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SOURCES
DATA: AdAge - http://bit.ly/cKFal6 DATA: Time Magazine - http://bit.ly/wNHR4 IMAGE: The White House on Flickr - http://bit.ly/9YqfWt DATA: Business Wire - http://bit.ly/cG5zwy DATA: Business Insider - http://bit.ly/9niEVi DATA: U.S. Census Bureau - http://bit.ly/y7zle QUOTE: Mongabay.com - http://bit.ly/axG7cz QUOTE: Time Magazine - http://bit.ly/bTnqHD IMAGE: Hamed Saber on Flickr - http://bit.ly/d8pQ5B QUOTE: Huffington Post - http://huff.to/d0CjDm QUOTE: 22Michaels.com - http://bit.ly/9PyTt7 QUOTE: ABC News - http://bit.ly/6c89sQ QUOTE: AdAge - http://bit.ly/ctYLlL IMAGE: Crystian Cruz on Flickr - http://bit.ly/bei3j7 IMAGE: Durex QUOTE: “Cognitive Surplus” by Clay Shirky IMAGE: Dominik Schwind on Flickr - http://bit.ly/bkEKBc
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