Growing your business in a digital world Social media has changed how people interact online through collaboration, sharing, and interaction on platforms like search, video sharing, wikis, and social networking. An average online hour now includes more time on social media sites and less on other activities. Younger generations especially rely on recommendations from friends on social media platforms over other forms of advertising and brand messages. For businesses, developing a social media strategy that focuses on social leadership, influential users, multiple interfaces, personality and learning from failures can help optimize social recommendations and reach wider audiences.

1. 20 MAY 2011
growing your business
in a digital world

2. I’m Allister

3. something
big is
happening

4. 1x
15,000x

5. Our journey to connectedness
Connectedness
1970 1980 1990 2000 2010

6. social media
changes
everything

7. Social Media comprises online
applications, platforms and media
focused on collaboration, sharing
and interaction between users.

8. “It’s just people having
conversations online”

9. Presentations
Search Video Sharing
Wikis
RSS Microblogging
Photo Sharing
Podcasting
Bookmarking
Blogging
Professional Social Networking

11. An average hour online
+159%
+11%
+84% -66%
-36% Source: UK Online Measurement Company, April 2010 (vs. 3 years ago)

12. Top 10 Uses of Social Media
Meet new people
To share new experiences
Stay in touch with friends
To share knowledge
To feel like I belong
To promote myself
Make contacts for work
Fun / entertainment
To earn respect
To change opinions
Source: Universal McCann Wave Study 4 / % of active internet universe

13. Younger Me (1993)

14. Older Me (2008)

15. Today Me (2011)

16. of people trust recommendations
from people they know
Source: Nielsen Online “Nielsen Global Online Consumer Survey”, July 2009

17. What do we trust?
Trust Trust Don’t trust Don’t trust
completely somewhat much at all
Recommendations from people I know
CONVERSING
Brand web sites
Consumer opinions posted online
Editorial content like newspaper articles
Brand sponsorships
Ads on TV
Ads in newspapers
Ads in magazines
Ads on radio
SHOUTING
Billboards & other outdoor advertising
E-mails I signed up for
Ads before movies
Ads served in search engine results
Online video ads
Online banner ads
Text ads on mobile phones
Source: Nielsen Online “Nielsen Global Online Consumer Survey”, July 2009

18. A day in the life of a Tweet
Photo Posted to Retweeted
taken Twitter
Enters the
blogosphere
Posted to Indexed by
Facebook Google/Bing
Submitted to social
bookmarking sites
Used in office Forwarded around
e-mails the web, forever
Inspired by www.ngonlinenews.com

20. social is everywhere

26. advertising /ˈædvәˌtaɪzɪŋ/
n. the cost of being boring.

27. from shouting
to conversing

28. Marketing in a Digital World

29. Paid Owned Earned

30. on Halloween we eat a lot
of sausage. That’s
tradition.
Is anyone dressing up as a
sausage for Halloween this
year?
next week is pub week, and
sausage week, and then
Costume Halloween so we must eat
Party pumpkin pie and toffee apples?
Did I miss pie week?
Going
Happy
Candy
Dress
Love

31. tips for marketers

32. invest in
social leadership

33. invest in
social players

34. invest in
tools & expertise

35. develop your
SRO strategy
SRO = Social Recommendation Optimisation

36. listen, then
engage

37. go where the
audience is

38. create
social objects

39. use multiple
interfaces

40. make it better
when shared

41. show some
personality
Juvenile Company
delinquent robot

42. fail fast,
learn faster
(again and again…)

43. What’s the cost of not being social?

45. Thank you for listening

46. http://allisterfrost.com
alfrost@microsoft.com
@allisterf
© 2011 Microsoft Corporation. All rights reserved. The information herein is for informational purposes only and represents the current view of Microsoft
Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a
commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation.
MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.