Infinite Ripple The Social Media Revolution Written

Infinite Ripple – The Social Media Revolution Written by Glenn Mehta For Info, Resources and to order visit www. infiniteripple. net 1

Chapter 1 The Social Media Revolution 2

Social Media 3

Definition “Social media may be defined as internet and mobile-based tools that allow easy sharing of every aspect of a person’s life, including status updates, news, events, photographs and images, video, links, opinions and profiles. ” Glenn Mehta (2013) Infinite Ripple 4

A Brief History n n Roots in early online communities 1985 WELL Whole Earth ‘Lectronic Link (Sausalito, California) n 1995 Classmates. com ¨ now n n Memory Lane / Stay. Friends. com 2002 Friendster 2003 My. Space ¨ biggest n n global brand 2005 -2008 2004 The Facebook Mostly California-based 5

Revolution or Evolution? n Not just for teenagers ¨ But n n Humans as social animals Evolution in communication ¨ n “I’m eating my breakfast now” would have seemed a silly message 10 years ago. Now it’s a conversation starter Catalysts of growth ¨ Hi n Gen Y and Z have very high engagement speed Internet, Smartphones Infinite Ripple effect ¨ Viral messages 6

The Social Media Equation High-speed internet connection + ease of access through various devices = perfect climate for snowball effect of social media 7

Some Uses of Social Media n n Complaint forum Monitor customer issues Trend development Part of IMC ¨ integrated n marketing communication Advertising 8

Social Media in Ireland n n Driven by US brands Facebook is biggest site used ¨ Half of entire population ¨ Three-quarters of online population n Twitter usage growing 4 G connections Recent backlash based on cyber-bullying/ privacy concerns 9

Why is social media relevant to me. . . n n n Many cannot see benefits Practical / business applications not understood Not enough time in the day already! Business have a lack of strategy “Get me one of those Facebook thingys!” It influences us whether we engage or not 10

Why is social media relevant to. . . THE BUSINESS n n Social media is one giant soap box Engages with business whether you want or not ¨ e. g. n n n Trip. Advisor Businesses must seek out advice and expertise Develop a strategy Listen first, sell after relationship built 11

Why is social media relevant to. . . THE CUSTOMER n n n Infinite repository of brand info Peer recommendations See how previous customers were treated ¨ And n n how problems were solved Reduced customer stress Creates confidence and resolute customer Herd-mentality kicks in Saves time on customer service queries 12

Why is social media relevant to. . . THE AVERAGE PERSON n Amplifies little voices ¨ Average n Community stories and causes go global ¨ Even n person given a symbolic megaphone when traditional media won’t cover it Complaints and compliments can go viral around the globe 13

Why is social media relevant to. . . THE BARGAIN HUNTER n n “When we buy together, we save together” Deals with minimum number of buyers ¨ Encourages n n us to promote deal Massive savings Financial incentives to promote (€ 6 per friend purchase; get 3 friends to buy and yours is free) 14

Why is social media relevant to. . . THE RECRUITER n Pre-screening candidates ¨ Better n Used to increase pool of candidates ¨ e. g. n n than reference checks Linked. In, e. Portfolios Exploiting social connections saves time and money Care must be taken to ensure privacy and equality regulations are respected 15

Why is social media relevant to. . . THE JOB CANDIDATE n n n Recruiters pre-screen – candidates must be careful about amount of information made public What about the photos that your friends tag you in or places they check you into? Steer the recruiter to your preferred online presence ¨ Linked. In, Mahara e. Portfolio 16

Why is social media relevant to. . . THE STUDENT n n Adept at multi-tasking – current millennial generation IS the social media generation Absorbs info in snip-bits (status updates, tweets) ¨ Causes problems when trying to learn longer, more complex pieces of information such as case studies n n Tweets in the classroom can improve attention span and engagement Following news feeds puts current spin on theory 17

Why is social media relevant to. . . THE EDUCATOR n n Need to adapt generation Use social media ¨ But n to teach the millennial within set parameters Consider collaborative learning approaches such as Wikis 18

Why is social media relevant to. . . THE POLITICIAN n n n Keep in touch between elections Highlight messages before elections Get out the vote Presenting messages in format that voters are used to and comfortable with Obama 2008 and 2012 Seán Gallagher and that Tweet (2011) 19

Why is social media relevant to. . . PARENTS n n n Your children WILL be using social media so you need to be too Blanket ban on children’s use not workable Monitor younger children’s activities to protect from cyber-bullying and predatory behaviour 20

Why is social media relevant to. . . THE NEWS OUTLETS n n Not killing news, reinventing it UGC – user-generated content ¨ But care must be taken to protect journalistic standards n Increased engagement with news by encouraging the conversation via social media ¨ #hash-tags e. g. #vinb 21

Influence on Society n n n n Increased communication but. . . Can lead to poor academic / professional communications National media writings styles influenced. . . and their content is influenced by it too User-generated content (UGC) influencing media and marketing Cyber-bullying Privacy (All discussed in other chapters) 22

Social Media Brands 23

x 24

Recent Trends in Social Media 27

n You. Tube is the 2 nd largest search engine in the world, and has more than 100 million videos ¨ Only Google is ahead of You. Tube for searches ¨ n n You. Tube is 4 th most visited website in world 24 hours of new video uploaded to You. Tube every minute Video clip – the power of video ¨ http: //youtu. be/d. DSk 7 JUt 8 s. A 28

n n n Facebook has over 60 million status updates daily Much of the content is web links, news stories, blog posts, notes, photos, etc. shared with so many people using Facebook every day Facebook fan pages have a combined 5. 3 billion fans Average user spends 55 minutes on Facebook daily 83% of all US companies use Facebook Timeline of innovations available at http: //www. facebook. com/press/info. php? timeline 29

Recent updates: n http: //newsroom. fb. com/Key-Facts n Over ONE BILLION global users n 55% of these log-on at least once per day (552 million unique log-ons) n 600 million use Facebook through mobile phone ¨ n n 475 Mobile Operators promote Facebook Average user has 130 friends, 80 community pages 250 million photos uploaded daily 20 million app installs daily 30 81% of users outside USA and Canada

Ireland stats: n http: //www. socialbakers. com/facebookstatistics/ireland n 2. 3 million users n 49. 37% of population n 75% of online population Recent trends: n http: //youtu. be/jo. MIt. Zukj. WY 31

n 55 million tweets per day in 2010 ¨ 230 million tweets per day in 2011 n 340 n n n million tweets per day in 2012 Up from 50, 000 in 2007 140 million active users 50% of all tweets are generated by just 20, 000 global accounts Increasingly used by companies, charities, politicians, celebrities, etc. Recognised as an integral part of social revolutions (e. g. Arab Spring) 32

n Lady Gaga has most followers on Twitter (more than 31 million followers in 2012) n Full stats at http: //www. socialbakers. com/twitter/ 33

Tweetdeck 34

n n World’s largest professional network 187 million users ¨ 2 n n new users every second 63% outside USA 5. 3 billion professional searches in 2012 College students are fasting growing demographic http: //press. linkedin. com/About 35

http: //www. cmo. com/sites/default/files/CM O-SOCIAL%20 LANDSCAPE-R 5. pdf 36

Where to from here? 37

Infinite Ripple – The Social Media Revolution by Glenn Mehta For Info, Resources and to order visit www. infiniteripple. net T: @Infinite. Ripple FB: /Infinite. Ripple. Communications E: info@Infinite. Ripple. net These Power. Point slides are copyright of Glenn Mehta (c) 2013 and various other sources and may be used and distributed for training and educational purposes only. 38