Slide deck accompanying remarks by Clay McDaniel given to Princeton Alumni Club of Western Washington on February 15, 2011. Generally speaking the talk focused on social media, social media marketing, and a call-to-action to get involved and get engaged, either for personal career or professional reasons. Also, there is a LOLCat slide. And a Justin Bieber easter egg. Note: all images used in this presentation *not* the property of my company have been hyper-linked to their original sources, and remain the right of the original site or owners. Also, significant props and name-check given to Marta Kagan and her super-awesome "What is Social Media NOW" presentation available on slideshare also (which is leagues better than mine).

1. Social Media, Right Now
(and you + your career)
A short talk for the
Princeton Club of
Western Washington
February 15, 2011

2. Who’s Here?
A LOT of you!...
…spanning a healthy cross-section of graduation years.
[Although my quick survey of the registrations suggests the
strongest class turnout will be from ‘95. *Sis boom bah*+

3. Who Am I?
“Hi, I’m Clay – Damn glad to meet you.”
• Search: clay mcdaniel [it better be easy to find me, or i’m in the wrong job…]
• Managing Director at Spring Creek Group
• 5 years working in this field; 10 years+ in interactive consumer marketing
• PU ‘95 alum
• @claymcdaniel / @springcreekgrp + + + …
• I run this place…
• ...and by consequence (+ my 3 kiddos, fly fishing addiction, and various other
pursuits), please forgive my imperfect attendance at other events here  …

4. A Little Context:
This is an exciting time! So long
as you’re not afraid of 2 things…

5. Thing 1: the Internet

6. Thing 2: Change

7. The Big Picture
Early 20th century Mid 20th century 1970‟s / „80‟s
Global Product Professional
Industrial
Design, Services & Rise of
Revolution Production, Trade Creative Class
~1985 – recently 1995 – now(ish) RIGHT NOW!
Technology & Internet: Online SOCIAL &
Software Services & MOBILE
Revolution Ecommerce MEDIA!

8. Believe the Hype.

9. Source: “What is social media now?” preso, slideshare.net

10. Social Media has a become
pervasive – and powerful –
channel for businesses seeking
stronger (digital) relationships
with their customers.

12. But it’s also fundamentally
changing the way we
communicate who we are, what
we care about, and with whom
we communicate every day.

13. “there’s something happening here…”
All content ©2011, Proprietary and Confidential

14. “RT @cairo meet me at #tahrir IRL. NOW!”
“I heard „em say
„the revolution won‟t be televised‟,
Al Jazeera proved „em wrong,
Twitter has „em paralyzed…”
All content ©2011, Proprietary and Confidential

15. Social Media Has Opened an Enormous ‘Gap’ in Traditional
Media, Research, News, PR, Advertising, Business Models… But
This Also Creates Amazing New Opportunities!
Product
Research
& Customer
Insights
Customer
Outbound
Service /
Marketing/ PR /
Reputation
Advertising
Management

16. Lucky YOU / Us!
• You are already living & working in one of the true
hotbeds of social media technology and professional
services innovation: Western Washington!

17. Social Media Marketing
So What’s All the Fuss About?

18. Social Media Applications / Sites / Services You
Probably Know, Use, & Love …

19. And just a few more….

20. And let’s not forget the most
important new media site of them all…

21. Want an instant primer? Start
here:
• http://www.slideshare.net/mzkagan/what-is-social-media-now-4747765

22. Facts!
1. Social media is changing the way people interact
and communicate with each other…
2. … and the way customers interact with companies.
3. …And therefore the way companies can interact
with their customers! [BUT, only if they commit to
spending a little time and effort on it.]
Page 22

23. • More than 500 million (++) active users
• 50% of active users log on to Facebook in any given day
• More than 35 million users update their status each day
• More than 60 million status updates posted each day
• More than 3 billion photos uploaded to the site each month
• More than 5 billion pieces of content (web links, news stories, blog
posts, notes, photo albums, etc.) shared each week
• More than 3.5 million events created each month
• More than 3 million active Pages on Facebook
• More than 1.5 million local businesses have active Pages on
Facebook
• More than 20 million people become fans of Pages each day
• Pages have created more than 6 billion fans
• +… worth more than $50B, as per recent fundraising round
Source – Facebook.com

24. • #4 Largest Site on the Internet
• #1 Largest video site on the web
• 300MM++ Worldwide Visitors a Month
• 5 Billion Video Streams Every month – 40% of all videos online
(Do the Math – 5 Billion / 300 million worldwide visitors = 17
streams a month per person)
• 15 Hours+ of new video content uploaded every minute
• Did you know: Back In August 2008, YouTube became the #2
search engine over Yahoo on Web (#1 is Google)
http://www.cleancutmedia.com/video/youtube-statistics-the-ultimate-time-suck

25. • Preferred place to originate customer support inquiries for
millions
• Treasure trove of instant customer and brand research
• Facilitated two revolutions in recent history
• +… Justin Bieber!!!!!!!

26. • $500MM in annual revenues after < 2 years
• Crowdsourcing + coupons + local biz + email = GOLDMINE
• Recently rejected $6B buyout offer from Google (?!)
• …and looks like they made the right choice (!!)

27. Fallacies, Falsehoods and Fiction:
• “Social media marketing is…”
– A panacea (i.e. “magical solution to all problems”)
– A great performance marketing (i.e. direct response)
channel
– “Free”
– A replacement for good PR
– Easy
– Able to create nearly immediate 20% site traffic lift
– “…the next big thing…”
Page 27

28. The reality…
Horsepuckey.
These Are The
Same Thing…
[Truism: Happy
Customers Never
“Engage”…]
Page 28

29. Why Is Social Media Important to Businesses?
Page 29

30. Why Is Social Media Important to Businesses?
Page 30

31. Still, it’s not the easiest thing in the
world for companies or marketers to
always do well.
An Illustrative Case Study

32. Skittles: “Taking the Red Pill…”
• Skittles (or, more likely, their AOR) had a
good idea: “Let’s completely give over our
website to our community!”
Key Questions:
• Were They “True Believers”?
• Or Were They Just Seeking the Truth?
• Or was it a Marketing Gimmick?
• Who Knows.
• Let’s See How it Went….
Page 32

33. Day 1: “Aren’t We Clever?!?!”
Page 33

34. Day 2: “Retreat, Retreat!”
Page 34

35. Day 3: “RT @Houston: Problem!”
February 14, 2011 Page 35

36. Day 4: The People Have Spoken…
Page 36

37. Your Task:
Get Strategic About The Opportunity,
Challenges, and Role of Social Media for
Your Organization… and Yourself

38. About Us
About Spring Creek Group
Ask, “Where is the Opportunity?”
Inactive Watch React Engage Activate Drive
• Avoid what • Listen to what • Respond to • Provide • Push content • Manage
customers and your customers negative attacks resources for and stories to message and
competitors are are saying about bloggers to influencers and comment boards
saying about you • Correct factual share your fans for customer
you online errors message groups
• Track changes • Motivate your
• Allow in customer • Stop competitors • Identify and ardent • Maintain and
competitors to perception from gaining leverage supporters and grow thought-
control the share of voice influencers fans to spread leadership
conversation • Monitor the brand love presence where
about your competitors in • Compare • Create active on their own it matters most
industry and space competitors and competitive
brand analyze partners analysis strategy • Let community • Develop & drive
• Leverage data to have first look at industry blogs
• Ignore influential understand • Utilize a blog to • Reach out to key materials, that put
authors who landscape complement bloggers commercials and company in
may be able to “traditional” PR other creative positive light
champion your & Comm efforts
messages
38

39. More Resources & Learning…
• Attend SMC Seattle & Social Media Breakfast
events!
• Use / Try / Experiment personally with new
tools, services, sites
• Mashable, MarketingProfs, etc.
• Slideshare!
– http://www.slideshare.net/mzkagan/what-is-social-media-2005829
– + many many others… *“The truth is out there…”+

40. TO SUMMARIZE…
Go Forth, Learn, and GET INVOLVED!
[Hint: Your Career – and Customers – May Depend Upon It!]

41. Source: “What is social media now?” preso, slideshare.net

42. Source: “What is social media now?” preso, slideshare.net

43. Source: “What is social media now?” preso, slideshare.net

44. Source: “What is social media now?” preso, slideshare.net

45. Source: “What is social media now?” preso, slideshare.net

46. Source: “What is social media now?” preso, slideshare.net

47. Source: “What is social media now?” preso, slideshare.net

48. Thank YOU! Have fun…
• ..And now that we’ve gotten all the
boring slides out of the way, the time is
close at hand to participate in the
original social media: cocktail hour.