Integrating Social Media Into Communication Strategy was used to augment Richard Becker's, class at the University of Las Vegas, Nevada in 2008. (Part 1 of 4)

1. Social Media
Integrating Social Media Into
Communication Strategy

2. “Social media describes online technologies that
people use to share content, opinions, insights,
experiences, perspectives, and media.”

3. What Are These Technologies?
• Blogs: Personal, Professional, • Online Broadcast: Mogulus,
Editorial, Citizen Journalism, etc. BlogTalkRadio, YouTube, etc.
• News Aggregation: Digg, Reddit, • Virtual Reality: Second Life,
Netscape, etc. Kingdomgame.net, etc.
• Social Networks: Linkedin, • Presence Applications: Twitter,
MySpace, BlogCatalog, etc. Pownce, Jaiku, Chat, etc.
• Digital Media Sharing: Flickr, • Social Bookmarking - RSS feeds,
SlideShare, Podcasts, etc. Bloglines, del.icio.us, etc.

4. A Few

5. A Few More

6. A Few More

7. A Few More On The Way
There are more than 15.5 million active blogs; 1.4 million daily posts beyond social network conversations.

8. “Collectively, these technologies reach more people
and shape more opinion than all other paid and unpaid
media combined.”

9. Millions Of People
*225 million adults, according to the U.S. Census (2007 estimate). Harris Poll 2007

10. So What?

11. Myth Of Social Media
Everyone Online Is Wil Wheaton!
“The majority of online participants are
semi-educated, semi-affluent 20- to 30-
something males who are predominantly
techno-savvy geeks with no life
whatsoever.” … Or are they? Hmmm…

12. Online Population - Age
*Only ages 65+ represent any difference between online population and actual population. Harris Poll 2007

13. Online Population - Demo
*Virtually no difference between online population and actual population. Harris Poll 2007

14. Online Population - Education
*Virtually no difference between online population and actual population. Harris Poll 2007

15. “The online population, which represents more than 90
percent of all adults, invests more than 15 hours per
week online, actively engaged by social media.”
*People watch television an average of 42 hours per week, a much more passive activity.

16. Online Participation - Use
*More than 72 percent of the online population reads blogs. | Universal McCann

17. Online Participation - Blogs
*While 73% of the online population reads blogs, only 26% create blog content. | Universal McCann

18. Online Participation - Blogs
*While social media “experts” cater to each other, they are a tiny sphere, within a tiny sphere. | Universal
McCann

19. Online Participation - Networks
*The online population is more likely to read a blog than join a social network. | Universal McCann

20. Online Participation - Networks
*Social networks, which sometimes include blogs, are predominantly message systems. | Universal McCann

21. quot;By and large, in the U.S., we're a country of voyeurs.
We love to watch and consume content created by
others, but there's a fairly small group that are doing
that creation -- unlike China, which is a country of
creators.” — David Cohen, Universal McCann

22. Myth Of Social Media
Well Sure, It Works For Google!
“The majority of companies involved in
social media must be Internet companies
or high tech companies that are targeting
people who love the Internet.” … Or are
they? Hmmm…

23. Fortune 500 Blogs
There Are 59 Fortune 500 Blogs
Amazon.com, American Airlines, Aon
Corporation, Boeing, Countrywide,
Coca-Cola, Dell, Eastman Kodak,
Ford Motor Company, General Mills,
Intel Corporation, IBM, Johnson
Controls, Marriott International,
McDonald’s, The McGraw-Hill
Company, Microsoft, Motorola, Nike,
Owens Corning, Pitney Bowes,
Sprint, Starbucks, Starwood Hotels &
Resorts, Time Warner, The Clorox
Company, Tribune Company, Viacom
International, Wells Fargo, Xerox
Corporation, Yahoo!, Johnson &
Johnson, etc., etc.

24. Quick Case Study
The Best Of Southwest
Southwest Airlines attributes three of its
best quarters to social media, including
$150 million in ticket sales to its “Ding!”
widget.
The Worst Of Southwest
They count comments as an accurate
measure and sometimes base
decisions on consumer input despite
that input being only representative of
their most diehard customers.

25. Why Social Media?
What Did We Do Without TiVo?
• The Office on NBC last September drew a
broadcast audience of 9.7 million, but also
streamed 2.7 million views on the Web.
• One in four Internet users have watched a full-
length show online in the last three months. These
aren’t just young people: 39 percent were ages
18-34 and 25 percent were 35-54.
• Twelve million viewers is enough to break into
the top 20 shows.
• DVR adoption will exceed 50 percent of all cable
households within two years.
• Local news stations predict online viewing of
news may surpass live viewing next year.

26. Why Social Media?
Why Subscribe When Its Free Online?
• 102,406 subscribers was the circulation
needed to break into the top 200 dailies in
2006.
• Not one of the top 51-100 dailies broke
200,000 subscribers in 2006; and only three —
USA Today, The Wall Street Journal, and The
New York Times — broke the one million
circulation mark.
• The Newspaper Association of America, total
print advertising revenue in 2007 plunged 9.4%
to $42 billion compared to 2006 -- the most
severe percentage decline since the
association started measuring advertising
expenditures in 1950.

27. Why Social Media?
Social Media Footprint
The Springs Preserve provides a dynamic visual presence that is
unrecognized by search engines (except purchased key words),
mostly static information, and an isolated social media footprint.

28. Blogs Expand Reach
Social Media Footprint
The Copywrite, Ink. blog consistently
ranks among the top 50,000 sites in
the United States and top 150,000
sites worldwide. In addition to
benefiting from SEO, it is sourced by
hundreds of blogs and news outlets.