1. THE POWER of REAL-TIME
SOCIAL MEDIA
TERI THOMPSON
Gravity Summit Consulting

2. REAL-TIME SOCIAL MEDIA
• Why should I care?
• What is Real-Time Social Media?
• The BIG GLOBAL picture
• Why now?
• How is it impacting
•
•
Business
Communication
?
• Government
• Non-profit

3. CONSIDER THE FOLLOWING
•One Tweet – a message with no more than 140
characters – turns into $33 million-plus in Haitian
disaster relief
•A Town Hall meeting on transportation systems in
Orange County, California is viewed in real-time
-Russia
-Western Europe
-Asia
•Former struggling competitors are
thriving by sharing customers

4. WHY SHOULD I CARE?
IF NOT FOR YOURSELF, THEN FOR YOUR EMPLOYEES, CLIENTS
& CUSTOMERS.
•100,000 people a day are joining a community
somewhere around the world
•Clients and consumers are relying on each other for
buying decisions
“Reviews are the New Advertising”
“Conversation is Currency”
•Be aware of how to harness these platforms for your own
professional and personal branding
•How to educate yourself about the impact and use of
social media to stay relevant

5. National Labor Relations Board
http://bit.ly/bM4IsR

6. Consumer Products Safety
Commission
Now, a federal agency that is
charged with protecting
consumer safety will start making
product complaints public.
Set to change March 11, 2011 --
effectively putting the
government into the social-media
business and lifting the lid on what
are sometimes allegations of
serious injury.
Source: Ad Age January 24, 2011
http://adage.com/article?article_id=148411

7. What is Real-Time?
The Now Lens

8. What is Social Media? Defined
• Free digital platforms
that support conversation
within a community
• Media that is Social
• New Tools
• Instead of one-to-one
It is one-to-many

9. What is Social Media? Reach
United States -Popular
• Facebook 600 Million +
• Twitter 170 Million +
• LinkedIn 90 Million+
• YouTube 2 Billion videos per/day
International
• Ren Ren, QQ, Sina, Kaixin
• Orkut
• StudiVZ
• V Kontakte, Odnoklassniki

10. The World of Social Media

11. Why Now?
Why is social media
everywhere?

12. World Community Populations
1.3 Billion
1.2 billion
600 million

13. Digital Natives
•DIGITAL NATIVES, Generation Y, Generation Net
Global “YOUTH BULDGE”
•Males /Females under 35 years of age
•In U.S. 90 million - outnumber Baby Boomers 70 million
Beck, John C., Wade, Mitchell. “Got Game: How the Gamer Generation is Reshaping Business Forever.”
Boston, Harvard Business School Press, 2004. 1-2.

14. Why Now? The Perfect Storm Has Hit
Free
Technology
Communications
Shift
Digital Global
Natives Recession

15. Who is Using Real-Time Social Media?
Your Kids, You, and Your Mother
•Fastest growing demo on FB - Women 50+
•Average video game player - 43 year old woman
Fastest growing category is Virtual Currency Gaming
“Farmville”. “Texas Hold „em Poker”

16. Real-Time Social Media
• Businesses - all sizes &
categories
• Non-Profit, Fundraising
• Government
• Entertainment
• Healthcare
• Auto
• Sports
• Retail
• Restaurants
Everywhere!

17. It’s all about the
Conversation
• There is a Conversation taking place in
real-time about
» Your brand
» Your industry
» Your competition
• The Conversation is taking place
» with You
» or without You

18. Fortune 100 Global Corporations
• The number of companies
being talked about on Twitter
increased by 90%
over the last year
• Resource: Burson-Marsteller Global Social Media 2011 Check up

19. Fortune 100 Global Corporations
• 25% increase in use of four social media
platforms
• 18% increase in Twitter
• 14% growth in YouTube
• 13% growth in Facebook pages
• Twitter is emerging as the predominant
social media platform
• Share specific communications with targeted
stakeholders
• 148% increase in @ mentions
• Resource: Burson-Marsteller Global Social Media 2011 Check up

20. Communication Has Changed Forever
• Corporate Communications
• Media Relations
• Sales
• Marketing
• Customer Service
• Public Relations
• Journalism
• Emergency Alerts

21. Communication Has Changed Forever
The Voice of the Individual
aggregates into a
Global Voice
Truth
Authenticity
Transparency
Adding Value
Wael Ghanim, Google Marketing Executive

22. Real-Time Global Change
“Facebook Revolt”
“Social Media Revolution”
“Revolution 2.0”
#Hashtag Revolution
#Jan25 Egypt
#Feb12 Algeria
#Feb14 Bahrain
#Feb25 Iran
#Feb17 Libya
#Feb19 Algeria
Photo by: Michael Robinson Chavez, Los Angeles Times / February 12, 2011
#Feb20 Morocco
#Feb23 Cameroon
#Mar8 Kuwait

23. Global Financial Markets
Virtual Goods & Currency
Real Power of the Unreal
•Players pay real-world cash for virtual (fake) currency to
purchase virtual nonexistent gifts, items, and goods.
People are paying real money for things that
do not exist.
•A multi-billion-dollar business propelled by
social media
China - The Xinhua News Agency reported that the
Chinese Central Bank will begin to supervise virtual
currencies as they could affect the value of the Yuan.
23

24. THE POWER of REAL-TIME
SOCIAL MEDIA
• View today through the NOW LENS
• Strategies
• Learn to Manage the Conversation
• “Conversation is Currency”
• Harness the Power of the Crowd
• Nurture your Share of Voice
• Execute Locally.
• Think Globally.

25. THE POWER of REAL-TIME
SOCIAL MEDIA
TERI THOMPSON
Gravity Summit Consulting