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The State of Social Media




       Airport Social Media Summit
 Presented by Paul Roetzer (@PaulRoetzer)
               Oct. 24, 2011
More Data Was Transmitted
            Over the Internet in 2010
        Than All Previous Years Combined




               Source: Kirk Skaugen, Intel, via Mashable



@PaulRoetzer               #CAKSoMe
Cause and Effect




@PaulRoetzer       #CAKSoMe
@PaulRoetzer
1) Change Velocity

        •  Technology innovation
        •  Consumer behavior
        •  Business software
        •  Online applications
        •  Communication patterns
        •  Marketing philosophies




@PaulRoetzer                     #CAKSoMe
2) Selective Consumption

        •  Basic principle behind inbound marketing
        •  Consumers tuning out traditional marketing
        •  Brands lose control, but gain loyalty
        •  Shifting budgets
        •  New strategies




@PaulRoetzer                     #CAKSoMe
3) Success Factors




@PaulRoetzer         #CAKSoMe
What is Social Media?




@PaulRoetzer         #CAKSoMe
Consumer-generated content.
               We are all the media, the publishers.




@PaulRoetzer                #CAKSoMe
People trusting the opinions of their peers
                and collaborating online.




               Source: Boston Logan International Airport Facebook Page



@PaulRoetzer                      #CAKSoMe
Consumers choosing when and
               where to interact with brands.




@PaulRoetzer             #CAKSoMe
Listening, learning and
               building relationships.




@PaulRoetzer         #CAKSoMe
Building authentic and
               personal connections.




@PaulRoetzer         #CAKSoMe
Creating value.




@PaulRoetzer      #CAKSoMe
Source: How to Build Your Inbound Marketing GamePlan



@PaulRoetzer                     #CAKSoMe
The Channels




@PaulRoetzer     #CAKSoMe
40 percent of Twitter’s active users don’t tweet


@PaulRoetzer              #CAKSoMe
Twitter by the Numbers
        •  100 million global active users
        •  50 million of those users login every day
        •  55 percent of Twitter’s active users are active on
           mobile
        •  140 million is the average number of Tweets sent per day
           (March ‘11)
        •  460,000 is the average number of new accounts per
           day (Feb. – March ‘11)
        •  Created March 2006
        •  Valued at an estimated $8.4 billion

                    Source: Wall Street Journal, SocialBeat, Twitter


@PaulRoetzer                        #CAKSoMe
@PaulRoetzer   #CAKSoMe
The fastest growing social network ever

@PaulRoetzer             #CAKSoMe
@PaulRoetzer   #CAKSoMe
“We do not believe in over-sharing. . . . Curation
      matters. There is a reason why every thought in your
            head does not come out of your mouth.”
            — Vic Gundotra, head of social, Google




                          Source: Reuters



@PaulRoetzer              #CAKSoMe
Google+ Numbers & Notes


        •  Introduced June 2011
        •  40+ million users
        •  More than 4 billion photos uploaded
        •  Brand pages coming soon




@PaulRoetzer                      #CAKSoMe
@PaulRoetzer   #CAKSoMe
“I would expect that next year, people will share
         twice as much information as they share this
         year, and next year, they will be sharing twice as
                much as they did the year before.”
                       — Mark Zuckerberg




@PaulRoetzer                #CAKSoMe
Facebook by the Numbers
        •  More than 800 million active users
        •  More than 50% of active users log on in any given day
        •  Average user has 130 friends
        •  On average, more than 250 million photos are uploaded
           per day
        •  More than 350 million active users currently access
           Facebook through their mobile devices
        •  Valued at an estimated $80+ billion



                    Source: Facebook, Wall Street Journal



@PaulRoetzer                       #CAKSoMe
@PaulRoetzer   #CAKSoMe
YouTube by the Numbers
        •  48 hours of video are uploaded every minute
        •  More than 3 billion videos are viewed a day
        •  Users upload the equivalent of 240,000 full-length films
           every week
        •  More video is uploaded to YouTube in one month than
           the 3 major US networks created in 60 years
        •  YouTube mobile gets over 400 million views a day
        •  150 years of YouTube video are watched every day on
           Facebook, and every minute more than 500 Tweets
           contain YouTube links
        •  Founded February 2005

                            Source: YouTube
@PaulRoetzer
@PaulRoetzer   #CAKSoMe
LinkedIn by the Numbers
        •  More than 120 million members in over 200 countries and
           territories
        •  More than 2 million companies have LinkedIn Company
           Pages
        •  Corporate hiring solutions are used by 75 of the Fortune
           100 companies
        •  March 2011 IPO closed 1st day at $94/share for an $8.9
           billion market cap




                            Source: LinkedIn
@PaulRoetzer
The Model Professional




@PaulRoetzer          #CAKSoMe
The Case of Matt Cutts




               Source: Is Matt Cutts the Most Powerful Man in PR?


@PaulRoetzer                    #CAKSoMe
The Platform
      •  139,000+ Twitter Followers
      •  Gadgets, Google & SEO blog with Alexa Rank of 5,200
      •  Google Webmaster YouTube Channel with 37,000+
         subscribers and more than 4 million channel views
      •  Frequent speaker and media source




@PaulRoetzer                 #CAKSoMe
The New Model Pro

      •  Strong personal brand
      •  Value creation through multi-media content
      •  Use of social media to reach, influence and engage
      •  Thought leader and industry expert
      •  Trusted resource




@PaulRoetzer                #CAKSoMe
Hybrid Marketing Professional Traits


      •  Social-web savvy
      •  Inbound marketer
      •  Publisher
      •  Analyst
      •  Tech savvy




@PaulRoetzer                #CAKSoMe
The Case for Content




@PaulRoetzer         #CAKSoMe
“We all have a story to tell.”




@PaulRoetzer             #CAKSoMe
@PaulRoetzer   #CAKSoMe
Potential Airport Uses




@PaulRoetzer          #CAKSoMe
What Matters to Travelers?
      •  Flight status
      •  Security wait times
      •  Ground transportation
      •  Food and retailers
      •  Special retail offers
      •  Customer service
      •  Friends nearby
      •  Carry-on FAQs
      •  Travel tips
      •  WiFi
@PaulRoetzer                 #CAKSoMe
Closing Thoughts

•  Have a plan.
•  Understand what makes audiences unique.
•  Put their needs and goals ahead of yours.
•  Bring value to their lives.
•  Listen, learn and engage.
•  Build a strong content team.
•  Be remarkable and memorable.
•  Take chances.


                            #CAKSoMe
                           @PaulRoetzer

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The State of Social Media

  • 1. The State of Social Media Airport Social Media Summit Presented by Paul Roetzer (@PaulRoetzer) Oct. 24, 2011
  • 2. More Data Was Transmitted Over the Internet in 2010 Than All Previous Years Combined Source: Kirk Skaugen, Intel, via Mashable @PaulRoetzer #CAKSoMe
  • 5. 1) Change Velocity •  Technology innovation •  Consumer behavior •  Business software •  Online applications •  Communication patterns •  Marketing philosophies @PaulRoetzer #CAKSoMe
  • 6. 2) Selective Consumption •  Basic principle behind inbound marketing •  Consumers tuning out traditional marketing •  Brands lose control, but gain loyalty •  Shifting budgets •  New strategies @PaulRoetzer #CAKSoMe
  • 8. What is Social Media? @PaulRoetzer #CAKSoMe
  • 9. Consumer-generated content. We are all the media, the publishers. @PaulRoetzer #CAKSoMe
  • 10. People trusting the opinions of their peers and collaborating online. Source: Boston Logan International Airport Facebook Page @PaulRoetzer #CAKSoMe
  • 11. Consumers choosing when and where to interact with brands. @PaulRoetzer #CAKSoMe
  • 12. Listening, learning and building relationships. @PaulRoetzer #CAKSoMe
  • 13. Building authentic and personal connections. @PaulRoetzer #CAKSoMe
  • 15. Source: How to Build Your Inbound Marketing GamePlan @PaulRoetzer #CAKSoMe
  • 17. 40 percent of Twitter’s active users don’t tweet @PaulRoetzer #CAKSoMe
  • 18. Twitter by the Numbers •  100 million global active users •  50 million of those users login every day •  55 percent of Twitter’s active users are active on mobile •  140 million is the average number of Tweets sent per day (March ‘11) •  460,000 is the average number of new accounts per day (Feb. – March ‘11) •  Created March 2006 •  Valued at an estimated $8.4 billion Source: Wall Street Journal, SocialBeat, Twitter @PaulRoetzer #CAKSoMe
  • 19. @PaulRoetzer #CAKSoMe
  • 20. The fastest growing social network ever @PaulRoetzer #CAKSoMe
  • 21. @PaulRoetzer #CAKSoMe
  • 22. “We do not believe in over-sharing. . . . Curation matters. There is a reason why every thought in your head does not come out of your mouth.” — Vic Gundotra, head of social, Google Source: Reuters @PaulRoetzer #CAKSoMe
  • 23. Google+ Numbers & Notes •  Introduced June 2011 •  40+ million users •  More than 4 billion photos uploaded •  Brand pages coming soon @PaulRoetzer #CAKSoMe
  • 24. @PaulRoetzer #CAKSoMe
  • 25. “I would expect that next year, people will share twice as much information as they share this year, and next year, they will be sharing twice as much as they did the year before.” — Mark Zuckerberg @PaulRoetzer #CAKSoMe
  • 26. Facebook by the Numbers •  More than 800 million active users •  More than 50% of active users log on in any given day •  Average user has 130 friends •  On average, more than 250 million photos are uploaded per day •  More than 350 million active users currently access Facebook through their mobile devices •  Valued at an estimated $80+ billion Source: Facebook, Wall Street Journal @PaulRoetzer #CAKSoMe
  • 27. @PaulRoetzer #CAKSoMe
  • 28. YouTube by the Numbers •  48 hours of video are uploaded every minute •  More than 3 billion videos are viewed a day •  Users upload the equivalent of 240,000 full-length films every week •  More video is uploaded to YouTube in one month than the 3 major US networks created in 60 years •  YouTube mobile gets over 400 million views a day •  150 years of YouTube video are watched every day on Facebook, and every minute more than 500 Tweets contain YouTube links •  Founded February 2005 Source: YouTube @PaulRoetzer
  • 29. @PaulRoetzer #CAKSoMe
  • 30. LinkedIn by the Numbers •  More than 120 million members in over 200 countries and territories •  More than 2 million companies have LinkedIn Company Pages •  Corporate hiring solutions are used by 75 of the Fortune 100 companies •  March 2011 IPO closed 1st day at $94/share for an $8.9 billion market cap Source: LinkedIn @PaulRoetzer
  • 32. The Case of Matt Cutts Source: Is Matt Cutts the Most Powerful Man in PR? @PaulRoetzer #CAKSoMe
  • 33. The Platform •  139,000+ Twitter Followers •  Gadgets, Google & SEO blog with Alexa Rank of 5,200 •  Google Webmaster YouTube Channel with 37,000+ subscribers and more than 4 million channel views •  Frequent speaker and media source @PaulRoetzer #CAKSoMe
  • 34. The New Model Pro •  Strong personal brand •  Value creation through multi-media content •  Use of social media to reach, influence and engage •  Thought leader and industry expert •  Trusted resource @PaulRoetzer #CAKSoMe
  • 35. Hybrid Marketing Professional Traits •  Social-web savvy •  Inbound marketer •  Publisher •  Analyst •  Tech savvy @PaulRoetzer #CAKSoMe
  • 36. The Case for Content @PaulRoetzer #CAKSoMe
  • 37. “We all have a story to tell.” @PaulRoetzer #CAKSoMe
  • 38. @PaulRoetzer #CAKSoMe
  • 40. What Matters to Travelers? •  Flight status •  Security wait times •  Ground transportation •  Food and retailers •  Special retail offers •  Customer service •  Friends nearby •  Carry-on FAQs •  Travel tips •  WiFi @PaulRoetzer #CAKSoMe
  • 41. Closing Thoughts •  Have a plan. •  Understand what makes audiences unique. •  Put their needs and goals ahead of yours. •  Bring value to their lives. •  Listen, learn and engage. •  Build a strong content team. •  Be remarkable and memorable. •  Take chances. #CAKSoMe @PaulRoetzer