Ben Smith - VP Marketing for Polygon Homes takes a look at the technology, demographics, and psychographics that brought us social media, shows us where the "Big 5" are today in size and use, and makes some hypotheses about where the trends will take us.

1. Marketing Trends: Social Media
where did it come from? where is it going?

2. TREND: The general
direction in which
something tends to move.

3. FAD: an intense but
short-lived fashion

4. History of Technology

5. Sociology of Influencers

6. Relationship to Internet

7. Social Media

8. BIG 5:
Current size / use

9. May 1990

10. Windows 3.0

12. October 1990

13. MAC Classic

15. 1993

16. Commercial
providers allowed to
sell internet
connections to
individuals

17. 1994

18. Netscape
Navigator

20. 1995

22. 1996

23. Hotmail
Commercially
Launched

26. 1993
Mass Market
Internet
1990 1995 2009
Windows 3.0 Windows
1990 1996
Mac Classic Hotmail
1994
Netscape
Navigator

27. High School
Student
in 1995

28. 13 – 18
1977 - 1982

29. 27 - 32

30. Influential Years
On a Computer

31. Average age of
First Time
Homebuyer…

32. 30

33. 1970 – 1990
(1982 – 1994)

34. Gen Y

35. Offspring of
Baby Boomers

38. Millenials

39. Echo Boomers

40. Net Gen
Dot-Com Gen

43. Influential Years
On a Computer

44. 3x size of
Gen X

45. Larger than
Baby Boomers
by 2010

46. Influential Years
On a Computer

47. Gen Y =
75,000,000

48. 25% of US
Population

49. Influential Years
On a Computer

50. WHO
CARES?

51. Next 5 years…

52. 39,000,000hh

53. HDTV

54. 30,000,000

55. Add Network
Connectivity

56. 44% US hh

58. Average US
Family

59. 2 Personal
Computers

60. Media
Consumption…

61. Split 50/50
old vs. new

62. Those Under 40…

63. 2 Hours / Week
More On New
Media

64. “Every time a newspaper
reader dies, he will not
be replaced.”
Jeffrey Cole
Director of the Center for the Digital Future, USC

65. 4 in 5 US hh…

67. Got teenagers?

69. 24,500,000+
(8%)
and growing…

71. Can you see
where this is
going…

72. "US consumers are making an inexorable transition
to an all-digital, Internet-powered world… The
Internet pervades all aspects of Americans' lives,
from how we shop and buy, how we communicate,
how we entertain ourselves, and how we seek out
information to how we manage our personal
relationships. While today these digital activities are
constrained to the home and the office, in the next
several years consumers will increasingly rely on a
ubiquitous Net that is instantaneously accessible
on a wide variety of devices, from mobile phones to
laptops to new form factors such as eReaders.“
Forrester Research Principal Analyst
Charles S. Golvin.

73. Great, I get it, the
world is going
online, so what,
where does social
media fit in?

74. 1991

75. 1993

76. 1991 - 1997

77. 1994

79. Baby Boomers…

80. Making $$$
&
Building Careers

81. Family
Health
Environment

82. Gen Y…

83. Rebelling
&
Subverting

84. Anti-trust
Anti-corporate
Anti-advertising

85. 1993
Smashing Pumpkins:
Siamese Dream
1997 2002 2009
1990
Bre-X Livent
1991 1994 1997 2001
Pearl Jam: Reality Bites Lollapalooza: Enron
Ten Final Year 2003
Nirvana: Nortel
Nevermind

87. Left to Baby
Boomers…

88. Web 1.0

90. Giving info
vs.
Exchanging it

91. Expert Reviewers
Anonymous
Filtered Comments

92. Gen Y fuels
Web 2.0

93. Information
Exchange

94. Peer reviews
Profiles/Vulnerable
Open Source

96. A Social Medium

97. Social Media

98. “It’s not about technology and
wanting to be online constantly.
It’s about wanting to belong and
be connected constantly.”
Johan Jervoe
Corporate VP, Global Marketing, McDonald’s Corp

100. 350,000,000+
Active Users

101. 50% logged in
on any given day

102. Average User
130 Friends

104. 12,000,000+
in Canada (18+)

105. 3,400,000+
in Canada (40+)
2,200,000+
in Canada (27–32)

106. 580,000+
in YVR (18+)
1,500,000+
in BC (18+)

107. Vancouver SUN
500,000+ readers
CBC
(Canucks Game)
893,000 Viewers

108. $1,000 cpc
4,500,000+ imp
$15,000
1 Full page ad

109. Fastest Growing
Age Group…

110. 55+

111. 10+ Million Users
Become Fans Daily

113. 45+ million active
user groups exist
on the site

114. 2+ billion photos
uploaded monthly

115. 14+ million videos
uploaded monthly

116. 3+ million events
created monthly

120. Micro Blog
a personal
Basic or
chronological log
small-scale
of thoughts
published on a
Web page

121. What are you doing?
140 characters

122. tweets profile background

123. 27,000,000 ppl
per Month

124. Majority 25 – 64 years old
42% College Graduates
45 – 54 highest indexing age
36% more likely to tweet

125. Business (lots of ‘em)
Celebrity
Personal
Media

135. 52,000,000+

136. 1,000,000 / month

137. 750,000
Senior Executives

138. From all Fortune
500 companies

139. Average Age
41

140. Average Income
$109,000

146. 6,000+ Photos
Uploaded

147. Every Minute

148. 4+ Billion
Images Hosted

149. (estimated 20+B
on Facebook)

150. 8+ million users

151. 21,000,000+
People Per Month

152. 70,000,000 Visits
Per Month

154. 20 Hours
Uploaded

155. Every Minute

156. 1 Billion Videos

157. Per Day

158. 60,000
Feature Films

159. A Week

160. #1 Entertainment
Site

161. #6 Largest
Destination

162. Average Visit

163. 21 Minutes

164. 10.6 Times
Per Month

165. Americans
Stream

166. 21.4B Videos
Per Month

167. Average Online
Viewer Spends

168. 500 Minutes
(8.3 hrs) / Month

169. Okay, I’m
impressed, but
what are the
benefits to me…

170. Great for
Networking

171. You Will Learn
More, Faster, With
Better Filters

172. Makes Sharing &
Referral Easy

173. People Will Find
You Easily
You’ll Find Them
Easier

174. You’ll Save Time

175. Now my brain
hurts, what’s
next…

176. Don’t be afraid

177. 1950

179. Credit Cards
are the
devil’s
playthings

180. Content Creation
It’s all about search

181. Mobile:
Apps, GPS,
Environmental
Interactivity

182. Fundamental shift
from linear to
more organic
everything

184. Questions?

185. Thank-You

186. twitter.com/bensmithinc
linkedin.com/in/bensmithinc
facebook.com/polygonhomes
twitter.com/polygonhomes
linkedin.com [polygon homes]
flickr.com/polygonhomes