Created by Annie Heckenberger and Alex Hillman for the "Virtual Marketing/Real Dollars" session at the InterActivity 2009 Children's Museum conference.

2. Social Media. Future not fad.
SM represents a global shift in
how WOM connections are made.
A behavioral change
made possible by new technology.
The conversation will go on.
Brands choose to participate or stand on the sidelines.
Never before possible on this scale:
Intimate conversations with an expanded social set
including
previously inaccessible individuals and organizations.

3. Social Media. Future not fad.
SM represents a global shift in
how WOM connections are made.
A behavioral change
made possible by new technology.
The conversation will go on.
Brands choose to participate or stand on the sidelines.
Never before possible on this scale:
Intimate conversations with an expanded social set
including
previously inaccessible individuals and organizations.

4. Social Media. Future not fad.
SM represents a global shift in
how WOM connections are made.
A behavioral change
made possible by new technology.
The conversation will go on.
Brands choose to participate or stand on the sidelines.
Never before possible on this scale:
Intimate conversations with an expanded social set
including
previously inaccessible individuals and organizations.

5. Social Media. Future not fad.
SM represents a global shift in
how WOM connections are made.
A behavioral change
made possible by new technology.
The conversation will go on.
Brands choose to participate or stand on the sidelines.
Never before possible on this scale:
Intimate conversations with an expanded social set
including
previously inaccessible individuals and organizations.

6. Social Media. Future not fad.
SM represents a global shift in
how WOM connections are made.
A behavioral change
made possible by new technology.
The conversation will go on.
Brands choose to participate or stand on the sidelines.
Never before possible on this scale:
Intimate conversations with an expanded social set including
previously inaccessible individuals and organizations.

7. What is social media?

8. Social Media = a new universe

10. Social media = WOM on steroids

11. Suddenly a hugely expanded
social graph

14. Top Social Communities…today.

15. Top Social Communities…Todaytoday.

16. With more than 175 million users worldwide, it’s a fast-growing
online community. Members can join networks organized by city,
FACEBOOK workplace, school, and region to connect and interact with other
people. People can also add friends and send them messages, and
update their personal profile to notify friends about themselves.
47% of users are 18-34, 14% are 35-49, 9% are 50+.
Still strong with 110 million worldwide members and a steady
MYSPACE stream of advertising revenue, MySpace was the breakout
socnet star in June 2006. The community offers an interactive,
user-submitted network of friends, personal profiles, blogs,
groups, photos, music and videos for teenagers and adults
internationally. 45% of users are 18-34, 15% are 35-49, 8%
are 50+. Owned by News Corp, future direction will be music
Another up-and-comer, this is a free social networking and
Twitter
TWITTER
micro-blogging service that allows users to send and read
other users' updates (otherwise known as tweets), which
are text-based posts of up to 140 characters in length. As
of March 2009, over 8 million accounts were registered.
47% of accounts are 18-34, 31% are 35-49, 21% are 50+

17. MYSPACE
Considerations:
• Who is your audience? Are they here?
• Are you a music property ?
• Do you have a music angle?
• Are you high-design-oriented?
• Are you prepared to receive comments
from the community about your product?
Monthly Traffic
• What do you have to offer in-community?
Uniques: 68,338,233
• What your goal in community? Visits: 3,737,803,896

18. FACEBOOK
Considerations:
• Who is your audience? Are they here?
• What do you have to offer in-community?
• Do you have a person(s) dedicated to be the in-
community presence?
• Are you prepared to hear back from the
community about your product?
• How often will you be in-community?
• What is your goal in community?
Monthly Traffic
• If considering a widget, does it have a concept Uniques: 42,897,145
Visits: 1,242,838,638
that offers as much function as form? Does it
provide value?

19. TWITTER
Considerations:
• Who is your audience? Are they here?
• Do you have the time to spend in-community? If
not, do you have the money to spend on someone
who does?
• Are you prepared to commit to building a slow, but
loyal following?
• Can you speak authentically, without
“overselling”?
Monthly Traffic
• Are you prepared to hear from the community Uniques: 2,240,701
about your product? Visits: 7,160,995
• What your goal in community?

20. Most social networks are free
and we like that

21. Social Capital is the
Currency of Social Networks

22. Social Capital is the
Currency of Social Networks
YOUR REPUTATION
YOUR CONNECTIONS
YOUR EARNED TRUST

23. “We can’t do we pay our bills
with Social Capital!!“

24. You also can’t
reach the WOM potential
of social networks
without social capital.

25. How do we build social capital?

26. How do we build social capital?
#1 Reverse the Bullhorn
Bullet points credit Tara Hunt
Author of “The Whuffie Factor”

27. How do we build social capital?
#1 Reverse the Bullhorn
#2 Be a part of the community you serve
Bullet points credit Tara Hunt
Author of “The Whuffie Factor”

28. How do we build social capital?
#1 Reverse the Bullhorn
#2 Be a part of the community you serve
#3 Create amazing experiences
Bullet points credit Tara Hunt
Author of “The Whuffie Factor”

29. How do we build social capital?
#1 Reverse the Bullhorn
#2 Be a part of the community you serve
#3 Create amazing experiences
#4 Embrace the chaos
Bullet points credit Tara Hunt
Author of “The Whuffie Factor”

30. @anniemal
@alexknowshtml