A presentation I gave at the June 2010 Business Summit at Brigham Young University-Idaho

1. Social Media (…and then some)

2. Deseret Digital Media, founded November 2009, manages the media websites of Deseret Media Companies. Deseret Digital Media currently manages seven digital media properties and has 56 employees. The premier sites of KSL.com, DeseretBook.com and DeseretNews.com deliver more than 4 million unique visitors and 200 million page views per month. About Deseret Digital Media

3. About Deseret Digital Media (contd.) So how does a guy like me get a job in social media? best friend’s girlfriend best friend Best friend’s girlfriend’s father me Best friend’s girlfriend’s father’s business partner

4. Three pieces of advice… Spend at least 40-50 hours building your resume Have experiences that build your resume Don’t underestimate the experiences that you can include in your resume

5. Three pieces of advice… (contd.) Build you network (You never know who will be a contact) How big should your network be? me Best friend’s girlfriend’s father’s business partner

6. Three pieces of advice… (contd.) When you get into the workforce, take advantage of the opportunities that present themselves

8. How do I use it in marketing?

9. Wait, so how does it apply to me?Social Media …let’s get into what we really came to talk about

10. -Brian Solis, FutureWorks PR What is Social Media? “Social Media is, at its most basic sense, a shift in how people discover, read, and share news and information and content. It's a fusion of sociology and technology, transforming monologue (one to many) into dialog (many to many.)” Social Media Revolutionby Socialnomics

11. What is Social Media? (contd.) User-Generated Content (UGC) Let’s take a quick look at the landscape… A quick view of the timeline: Social media hasn’t been around that long. Social News Blogs Social Networking Illustration by Omniture 2009

12. Facebook More than 400 million active users 50% of our active users log on to Facebook in any given day Average user has 130 friends–What does that mean for word of mouth? People spend over 500 billion minutes per month on Facebook More than 25 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month. About 70% of Facebook users are outside the United States More than one million websites have integrated with Facebook Platform Two-thirds of comScore’s U.S. Top 100 websites and half of comScore’s Global Top 100 websites have integrated with Facebook It is projected to make more than $1billion in ad revenue this year -Socialnomics A few of the big players… Over 400 million people like this. Be the first of your friends Source: Facebook.com

13. A few of the big players… (contd.) Twitter 105,779,710 registered users. User accounts are added at the rate of 300,000 a day annual growth, currently at 1,500% a year. On a daily basis, 55,000,000 tweets pass through twitter “Think of Twitter as the canary in the coal mine.” – Morgan Johnston, JetBlue Source: Biz Stone’s presentation at Twitter’s Chirp conference

14. How do I use it in Marketing? Here at DDM Created and grew Facebook/Twitter accounts Increased brand recognition through social mention and cross branding campaigns Hosted “Twittologues” Facebook contest/apps Blog Marketing Video casts FB site integration

15. How do I use it in Marketing? A few cases: Burger King’s Whopper Sacrifice Facebook program incented users to give up ten of their Facebook friends in return for a free Whopper. The estimated investment for this program was less than $50,000 yet they received 32 million media impressions which roughly estimated equals greater than $400,000 in press/media value. Which to put in context is somewhat like reaching the entire populations of 19 states Source: Socialnomics 2010

16. How do I use it in Marketing? (contd.) By giving away 100 Ford Fiestas to influential bloggers, 37% of Generation Y were aware of the Ford Fiesta before its launch in the United States. Is it any wonder why 25% of Ford’s marketing spend has been shifted to digital/social media initiatives? Ford is the only US auto company that didn’t take a government loan. Source: Socialnomics 2010

17. How do I use it in Marketing? (contd.) During Barack Obama’s rise to the White House, he garnered 5 million fans on social media and 5.4 million clicked on an “I voted for Obama” Facebook button. Most importantly this resulted in three million online donors contributing $500 million in fundraising. An astounding 92% of the donations were in increments of less than $100. Source: Socialnomics 2010

18. So wait, how does this apply to me? It’s a change in marketing philosophy Pay Per Click Info provided by Hubspot

19. How does this apply to me? (contd.) Totally revamped PR and Marketing People care more about what their friends say about a product than what advertisements say eBay found participants in online communities spend 54% more money Crisis control –Chile earthquake (Start late and you are done for) Customer relations – The power of one customer…

20. How does this apply to me? (contd.) Business are going social  you need to know this stuff 71% of companies plan to increase investments in social media by an average of 40% because: Low Cost Marketing Getting Traction We Have To Do It “Not doing social media is like not having a website.” –Nelda McCallister, Director of corporate communications, DMC Source: Socialnomics 2010

21. Logan Dunn ldunn@desnews.com Twitter: @logdun Questions?

22. Trends The move to mobile Facebook taking over the web (Sharing in no longer just email) Corporations look to scale (twelpforce, DeseretStudios) Social media policies will be created (or actually carried out–You can’t just get by) Companies are actually going to start listening rather than speaking Widgets Social media becomes more exclusive… meaning that niches are being formed within social sites (lists, pages, groups)