1.
Is the Facebook/Twitter Revolution Relevant to our
Industry’s Survival and Your Business’ Growth?
Ira Kaufman PhD
WBFI Research Foundation
Annual Board Meeting
Naples, FL Nov 2011

2.
Invite you to
75 min
Conversation
Opening the doorway
to possibilities
PT 1 : Digital Revolution
Digital Mindset
Impact of Digital
PT 2: Implement in Wild
Bird Feeding
Industry – Digital
Strategy

3.
The Revolution Impacts
http://www.youtube.com/watch?v=3SuNx0UrnEo

4.
What are your impressions?
+ What did it make you feel?
+ Did you feel connected to it?
+ Did you feel comfortable with
the technology and changes?

5.
Statistics of the Revolution
• More uploads to YouTube in 60 days than
all 3 major US networks created in 60 yrs
• 110 million tweets are sent per day on
Twitter or 4+million per hour (Twitter)
• Facebook generates 770 Billion page
views, 700+ Billion minutes, every month
• StumbleUpon (43%) has overtaken
Facebook (38%) as #1 source for US
social media traffic

6.
Demographics for
WBFI Markets
• 90% online North American adults access
social media each month.
– Internet (Can -72%; USA 67%)
– Facebook (Can -83%; USA 71%)
– YouTube (Can 71%- USA 55%)
– Twitter (Can 13.7%- USA 11.3%)
• Access social media
– Students 90+% daily
– Young Professionals <30 yrs - 61% daily
– Parents 35-44 yrs - 50%+ daily
– Baby Boomers - 50-64 yrs-32% daily

7.
Digital Basics
People use technologies to get things from each
other, rather from corporations
•Relationships are currency of exchange
•Transparency is expected
•Collaboration rules
•Sharing is influence
•Publish generates power
•Value differentiates
•Content is king

8.
Rules Have Changed
It was It’s now
Information Age -Broadcasting Digital Age - Conversing
Pushing message to client Pulling client to the message
One way message, controlled
Interactive conversation, open
dynamic
Business generated content User generated content
Interrupt client- direct immediate
action
Engage, build sustainable
relationship
Attention economy Attraction economy
Hard to measure results Real time metrics
Coveting information- protective
Sharing information –
transparent
Charging for entry – block entry Giving free ebooks, product
Organized in silos – PR,
Advertising, DM
Integrate media seamless across
silos
Company promotes values Practice what you preach

9.
What is Your
Digital Position?
• Digital Native
– born digital, think social,
– need to implement strategic
• Digital Immigrant
– think strategic,
– need to implement digital
• Digital Alien
– think strategic,
– need to experience digital value

10.
10
Social Map

11.
Paid, Owned Earned Media

12.
Paid, Owned, Earned Media
• Paid: YouTube
Pennington Wild Bird Seed 1460 views
• Owned: Pennington Facebook 5557
likes
• Earned:
Pennington Seed Wild Bird Feed Reviews
• Birds at feeder in winter 216 views

13.
Social Media Live Update
http://www.personalizemedia.com/garys-social-media-count/
Clicking this link will show you
how social media has been
embraced. Notice the elapsed time.

14.
How does Social Media
Impact ?
• Businesses
• Non profits
• Political campaigns
• Influence Points – social media is growing
dramatically; expect that your influence
points will change completely

15.
Business Impact
• Build Brand Loyalty
– 95% of consumers do not trust advertising
– 70% of Americans look at online reviews before
making a purchase
• Brands post at least once every day will reach
22% of their fans in a week.
• 67% Twitter followers & 51% Facebook fans
more likely to buy the brands they engage
with on the social media site.
• 83% of moms do online research after seeing
TV ads for products that interest them

16.
Nonprofit Impact
• Resource, Fund Raising
• Increasing Audience Interaction
• Volunteer Recruitment
• Education
http://www.youtube.com/watch?
v=uMSUSuOWA4M&feature=rela

17.
Political Impact
2008 Presidential Campaign
Obama has 380% more
supporters than McCain
Obama: 2,379,102 supporters
McCain: 620,359 supporters
Obama has 380% more
supporters than McCain
Obama: Friends: 833,161
McCain: Friends: 217,811
Obama has 403% more subscribers
than McCain & 905% more
Viewers than McCain
• “Race” Speech 3.8 MM YouTube
• 4 MM Cable-3
channels
Obama has 240 times more
followers than McCain
Obama:
@barackobama has 112,474 followers
McCain:
@JohnMcCain 4,603 followers
www.web-strategist.com/blog/2008/11/03/snapshot-of-presidential-candidate-social-networking-stats-nov-2-
2008/

18.
Social Media Provides Value
• Kellogg COO - we are tripling social media spending
over the past three years and experiencing "great returns
on this investment.”
• Tony Hsieh, CEO Zappos “We are about 3 Cs: Clothing,
Customer Service and Culture… Gross sales grew from
$1.6M (2000) to $1+ billion (2008) by focusing
relentlessly on customer service and culture – a potent
digital marketing tool.”
• “Social media and pets are a perfect match. Why?
Because people are passionate about their pets and
social media gives them a platform to share it with
others.” American Pet Products Association

19.
Is the Facebook/Twitter
Revolution Relevant to
our Industry’s Survival
and Your Business’
Growth?

20.
Survival of the Adopters
• “The revolution in social media has
become mainstream; it is changing all
organizational systems.
• If your organization is not embracing
social media and leveraging it to your
advantage, you are part of the legacy and
not part of the future.”
• Daniel Burrus , author, leading technology forecaster

21.
Wild Bird Feeding
Industry-current situation
• Touches some 52-65 million
Americans
• New bird feeders are increasing at a
slower rate than 4%, maybe @ 0%
• Youth market is distracted by “Angry
Birds”!!!
• There is significant # of empty bird
feeders… maybe 50%

22.
What will it take to move to
move the needle ½%?

23.
Need for a Fresh Approach

24.
http://www.youtube.com/user/Sienna#p/c/30DA2
After video
went viral, U.S.
sales of the
Toyota Sienna
in May 2010
were up 49.7%
May 2011 total
Toyota sales
were down
33.4% over
May 2010
But Sienna
sales recorded
sales of 8,618
units.
Successful Targeting
Families
9.7 million views

25.
How can WBFI members
Implement Social Media?
• Listen to social sites with bird advocates
• Listen to what youth parents, Baby Boomers and
retirees are saying about bird feeding
• Set goals
• Develop a integrated digital strategy, combining
traditional advertising with social media
• Develop your digital footprint
• Build fan base and network
• Collaborate as an industry to create a public
conversation on wild bird feeding

26.
Challenges
Executives concerns regarding embracing
social media.
•Lack of Expertise
•Loss of Control
•Time Commitment
•Information Overload

27.
ROI of Social Media
http://www.youtube.com/watch?v=x-
uUIxYIYwU

28.
Those that stand still
will ultimately perish!
James Parker,
Former CEO, SW Airlines

29.
About the Presenter
Dr. Ira Kaufman, President, Ira combines 30 years of rich
experiences with businesses and non-profits to guide them to
leverage the power of social media for marketing, recruitment and
organizational development. Ira collaborates with a team of experts
to design interactive environments to by integrating traditional
advertising, online marketing, public relations and social media. His
strong values and sensitivity to organization innovation and change
are the foundation of his work. Ira has a PhD in Marketing and serves
as a consultant, public speaker, and lecturer for companies and
Senior Executive programs. Currently, he is Assistant Professor,
Lynchburg College School of Business and Economics.
© 2011
LinkedIn: http://www.linkedin.com/in/irakaufman
Facebook: http://facebook.com/irakaufman
Twitter: http://twitter.com/ira9201
Website: www.entwinedigital.com