This is a copy of the presentation that I provided at the Social Media Summit in Toronto on April 27,2009. If you have questions, feedback or notice that any of the sources are not properly identified (I tried to catch them all), please notify me.

1. Bottree
Digital

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4. © Bottree Digital
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6. Seller / Producer of
The MONOLOGUE
“Goods”
Mass Mis-Commnucation
Mass Marketing
Agency / Marketer
Media / Content
Consumer
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7. [Infinite]
PRE-SOCIAL WEB
Vertical
Portals Sites
Range of Options
Banner
Exchanges
TRADITIONAL MEDIA
TV Print MSM has yet to enter
this region
Radio
Outdoor
[Small]
[MSM] Content Suppliers [People]
Original Source:
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9. Objections to Social Media Use & Implementation
Source: Marketing Sherpa Survey, 2008
Lack of knowledgeable staff
Inability to measure ROI
Lack of funding
Management resistance
Technical complexity
Not relevant to our market
0% 10% 20% 30% 40% 50%
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11. SOCIAL = INTERACTION
SOCIAL = DIALOGUE
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15. What is social media?
Online applications, platforms and
media which aim to facilitate
interaction, collaboration and
sharing of content
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18. Collaboration
Multimedia
Communication
Answers
Audio
Aggregator
Bookmarking
Photo
Blog
Expertise
Video
Events
News
MicroBlog
Opinion
Networking Source/Credit: Joselin Mane, www.litbel.com Wikis
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20. Source: Rohit Bhargava
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23. Source: Kyle Lacy, 20 Reasons Why You Can’t Ignore Social, based on Universal McCann, Wave3, March 2008
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24. Source: Kyle Lacy, 20 Reasons Why You Can’t Ignore Social, based on Universal McCann, Wave3, March 2008
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25. Top Five Online 'Sectors'
Source: Neilsen Online, March 2009
Dec-08 Dec-07
86%
Search
85%
General Interest - Portals & Communities
73%
Software Sites
67%
Member Communities (blogs, social nets)
65%
Email
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26. Source: Yamini Purohit & Jon E. Warren, MaRS, Business of Social Networking. Original Source: IT World Canada
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27. Source: Yamini Purohit & Jon E. Warren, MaRS, Business of Social Networking
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28. quot;Which of the following have you ever done?quot;
Daily Weekly Monthly
Watch video clips online 22% 37% 16%
Read blogs 21% 27% 11%
Visit a friend's social network page 22% 25% 10%
Share a video clip with a friend 13% 24% 12%
Visit a photo sharing site 13% 21% 14%
Manage profile on existing social network 17% 18% 11%
Upload photos to a photo sharing site 8% 15% 13%
Download a podcast 7% 16% 8%
Post/write stories for my own blog 9% 12% 5%
Upload video clip to video sharing site 7% 11% 7%
Source, Universal McCann, Social Media Research Wave 3
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31. IT’S THE FUTURE
Sources, Chris Brogan, 12 Ways to Sell Socia Media to Your Boss
Traffikd, 13 Reasons Why Social is Worth Your Time
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33. Social Site Users, Top 10 Countries
(% of Internet Users)
Sept 2008 Sept 2007
86.5%
Canada
85.3%
Brazil
78.4%
UK
73.0%
Mexico
70.7%
Spain
70.2%
US
67.5%
Australia
65.5%
Germany
62.2%
Italy
61.3%
Netherlands
0.0% 20.0% 40.0% 60.0% 80.0% 100.0%
Source: emarketer, Survey of Top Social Site Users, by Country, Sept 2008
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34. Creator Critic Collector Joiner Spectator
(13%) (19%) (15%) (19%) (33%)
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36. Reasons to Use Social Networking Sites
November 2008 (%)
(Source: JP Morgan, 2008 Consumer Survey, Jan 2009)
78%
Keep in touch with friends
51%
Reconnect with old friends
37%
Share photographs
30%
Meet new people
18%
Plan social events
15%
Share/find music
14%
Play games
11%
Career networking
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37. Media Used In Social Networking
% of Social % of Non-Networkers
Medium Networkers (Approximate)
Email 95% 90%
IM 61 25
Texting 50 18
Forum/Discussion
Board 29 5
Blog 29 3
Chat room 17 4
VoIP 12 4
Video conferencing 11 2
Micro-blogging 4 1
Source: Netpop Connect Social Networkers US, December 2008
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39. Use of Social Media Experience & Social Media Plans
Yes No
4% 1%
Just getting started
12%
28% A few months
23%
A few years
No experience, but
plan to use
88% No plans
44%
Source: Michael Stelzner, Social Media Marketing Industry Report
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40. Source: Michael Stelzner, Social Media Marketing Industry Report
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41. Source: Michael Stelzner, Social Media Marketing Industry Report
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43. Traditional Brands Social Brands
Brand in Control Audience/Consumer in Control
Organization creates content Users create content
Repetition Adaptation
Educating Influencing
Solicit customers Make friends
Sell to cold prospects Network with happy customers
Monologue Dialogue (listen more, talk less)
Incentivize frequent purchase Reward engagement
Do well Do good
Send mass email Message friends and fans
Target demos Seek shared interests
9-5 Leave the porch light on
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44. Source: Blue State Digital, Exploring the Obama Juggernaut, IAB Canada, MIXX 2009
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45. Source: Clickz, Ten Motivators That Inspire Action
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47. “Which tactic do you plan to use to market your message?”
Source: Michael Stelzner, Social Media Marketing Industry Report
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52. Source: Chris Lake, econsultancy, 10 Ways to Measure Social Media Success
Source: Avinash Kaushik, Tips for Measuring Success of Your Blog
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53. Source: Chris Lake, econsultancy, 10 Ways to Measure Social Media Success
Source: Avinash Kaushik, Tips for Measuring Success of Your Blog
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54. Awareness Consideration Purchase
• Monologue • “Not buying • Final sale
today”
• Repetition • Online:
• Seeking info Transactions
• Online:
impressions • Online: Visits &
Leads
Purchase to Use Use to Opinion Opinion to Talk
• Eg. Bought but • What does it take to • “Facilitate the
boxed get people to talk sharing, participate
about your with caring”
• Downloaded, but
product/service?
not in use
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