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2010 Social Media Report
Social Media Trends
To date, there are over 400 million Facebook users. That nearly parallels the total number of residents in America and Mexico, combined. We should expect there to be more Facebook users than people in North America in the next three months, given Facebook's current trajectory. Following on the tails of the world's largest social network are new, emerging companies changing the game. FourSquare is a locaGon-‐based social network and brightest star among its emerging peers -‐-‐ with one million users and 20 million "check ins" in its first year. The scope of possibiliGes for brands to capture these growing social audiences is astounding.
With seemingly unlimited possibiliGes, markeGng leaders are blazing new trails with experimentaGon and innovaGon. Starbucks leverages GPS to deliver discounts, EA Games enables users to play professional quality games and win prizes without ever leaving the banner ad, digitally savvy poliGcians are mobilizing support through locaGon-‐based social networks and we're witnessing the re-‐emergence of loyalty programs. For marketers to engage consumers, they must take risks and focus on hyper-‐relevant content, meaningful relaGonships, mulGmedia, exclusivity and internet ubiquity.
The posts below explore the ever-‐changing markeGng environment and how to use it to your advantage:
The Next GeneraGon of Affluent Networkers -‐ For presGge brands that strive for exclusivity, Facebook's 400 million users is quite an inGmidaGng number. That's not to say presGge brands should not target social networks, however. Instead of
focusing on 400 million, presGge brands should cater to gated online communiGes, such as Gilt Groupe and aSmallWorld.com. More specifically, purveyors of luxury should target the emerging class of digitally savvy affluent Gen Yers. Learn how affluent Gen Yers will shape tomorrow's most presGgious social networks.
How Retailers Are Using Social Media to Promote, Sell, and Engage -‐ If you haven't heard, the buzz word these days is "Foursquare." A small, New York tech start-‐up that is on its way to becoming the next biggest thing in social media. Foursquare is a locaGon-‐based service that allows users to "check in" at places they frequent in their daily lives. By encouraging users to do this simple task, Foursquare is offering a huge draw to local retailers, and helping to bring back the long-‐outdated promoGon tool known as the loyalty program. Not long ago considered an ancient and cliche business tacGc, the loyalty program is having a rebirth by way of social media sites like Facebook, TwiZer, and newcomer Foursquare.
FourSquare: What the Buzz is About -‐ If you’ve been using social networks for the past few years, you’ve seen how the buzz has shi\ed from MySpace to Facebook to TwiZer and back to Facebook. These seemingly organic shi\s between virtual worlds have probably le\ you wondering what might be next on the horizon. Well, many experts in the digital and social arenas have been keeping a close eye on Foursquare.
Top 5 New AdverGsing DirecGons -‐ AdverGsing is in a transiGonal period, where marketers are experimenGng with
Social Media Trends
innovaGve strategies and tools. EA Sports, FourSquare, Apple, Sponsored Tweets are just a few adverGsers and developers pushing a new mode of thinking in markeGng circles -‐-‐ one that relies on social, interacGve, valuable and most importantly, fun. Using the aforemenGoned examples, we'll build a new markeGng model that leverages the benefits of each innovaGve campaign to provide a glimpse into what adverGsing might look like in 2-‐5 years.
Social Networks Across Media Pla_orms -‐ Social media exists not only on Facebook.com or TwiZer.com. Advancements in social media tech, in parGcular Facebook, enables users across the web to have the uGlity of their favorite social networks without ever visiGng its URL. This social media ubiquity creates a seamless connecGon to third party sites and enable users to always be connected to their favorite social network -‐-‐ whether they're at a train stop or reading their favorite blog.
Using Social Media to Rally Support for PoliGcians -‐ To advance the conversaGon and mobilize community support, social media is becoming a staple of the poliGcal tool box. Facebook, TwiZer and other social networks reinforce poliGcal messages and fuel offline support. Though Facebook and TwiZer have seen several poliGcal seasons, emerging social networks, such as FourSquare, are only now beginning to make in-‐roads into poliGcs.
How to Use Social Media to Improve Your Health -‐ With each advancement in communicaGons, the consumer health and wellness category grows larger and further empowers those seeking a healthier lifestyle. Home exercise was popularized by VHS (think Richard Simmons), On Demand TV channels eliminated casseZes, WebMD put health on the digital map and now we're witnessing Health 2.0 with the advent of social media.
By Ethan Lyon, Senior Writer
As of March 2010, Facebook amassed over 400 million users. For presGge brands that strive for exclusivity, 400 million is quite an inGmidaGng number. That's not to say presGge brands should not target social networks, however. Instead of focusing on 400 million, presGge brands should cater to gated online communiGes, such as Gilt Groupe and aSmallWorld.com.
More specifically, purveyors of luxury should target the emerging class of digitally savvy affluent Gen Yers. At the 2010 L2 GeneraGon Next conference, Sterling Lanier, President of the market research consultancy ChaZer, provided a glimpse into the psychology of tomorrow’s affluent buyers. Let's take Sterling's insights and apply them to social media to get an idea of tomorrow's luxury online.
First, we need to understand that affluent web users are not concentrated on open social pla_orms like Facebook. In fact, only 11 percent of affluent users are on Facebook, according to a study by the Luxury InsGtute.
The aspiring rich and famous aspire to gain status among an exclusive network. The majority, or 2/3 of affluent Gen Yers thrive on “the secret handshake.” In other words, they seek exclusivity
by purchasing luxury items only those that are “in the know” would know.
Indeed, in one of Sterling’s audience tesGmonials, a Gen Yer said he purchases shirts from a Scojsh designer with around three small stores in Europe. With only a small colored tag to idenGfy the designer, he gets graGficaGon seeing others wear the Scojsh brand. The principle of exclusivity holds true in the digital space, with gated communiGes like aSmallWorld.com.
aSmallWorld.com, also referred to as the "MySpace for Millionaires," is an invite-‐only social network that borrows aspects of Facebook, LinkedIn, Yelp and Craigslist. The site prides itself on its exclusivity so much so that it exiles members that don't follow its terms of use to the "aBigWorld." Its elite clientele include Ivanka Trump, Naomi Campbell, Hiltons and former athletes that can share lux-‐brand experiences, recommendaGons and purchases.
Much like aSmallWorld.com, Gilt Groupe is a gated, invite-‐only community, but focues on lux-‐deals. Sterling found Gen Y needs to raGonalize their exorbitant purchasing decisions.
One way of doing that is finding the best deal. Gilt Groupe helps Gen Y raGonalize buying $5,000 drop-‐crotch designer trousers. The lux-‐deal
concept is certainly thriving. Gilt expects to pull in $500 million in revenue in 2010.
Open social networks, such as Facebook, might build brand lust, but fall short of generaGng revenue for presGge brands. The ulGmate goal of any markeGng campaign is to generate revenues and with only 11 percent of affluent users on Facebook, it's not worth a significant investment. PresGge brands should take a cue from Sterling and the growth of Gilt Groupe and aSmallWorld.com to grow their image among their target audience.
The Next GeneraGon of Affluent Networkers
Image by Kostya Kisleyko from Stock.Xchng
By Chanhtha Thach, ContribuGng Writer
If you haven't heard, the buzz word these days is "Foursquare." A small, New York tech start-‐up that is on its way to becoming the next biggest thing in social media. Foursquare is a locaGon-‐based service that allows users to "check in" at places they frequent in their daily lives. By encouraging users to do this simple task, Foursquare is offering a huge draw to local retailers, and helping to bring back the long-‐outdated promoGon tool known as the loyalty program. Not long ago considered an ancient and cliche business tacGc, the loyalty program is having a rebirth by way of social media sites like Facebook, TwiZer, and newcomer Foursquare.
Retailers like TasG D-‐Lite are pairing their tradiGonal loyalty card programs with a social media iniGaGve that rewards visitors who Tweet about the brand. Also, when customers swipe their loyalty cards at the register, a branded Tweet goes out to their TwiZerverse, creaGng a promoGonal win-‐win for the frozen yogurt company. Starbucks has a similar program that is being implemented with Foursquare. Each Gme a customer "checks in" at their local Starbucks, they earn points towards free drinks, food, and other rewards. Sounds cute, right? Or scary, for those of us who don't really like to share.
There are plenty of other social media methods retailers are using to promote, sell, and engage their more tradiGonal customers (read: privacy paranoids). The most interesGng online retail sites these days provide a shopping experience that includes blogs, contest promoGons, and links that immerse the shopper in the brand's culture and introduce them to new products that may or may not be related to the primary brand. Although blogs aren't technically a form of social media, they do elicit users to comment and share. And if they like what they're reading, they'll most likely visit the site again for updates.
Making shoppers feel special and creaGng online communiGes are both major aspects of social media markeGng. As a lifestyle brand, a retailer like Urban Ou_iZers use their Facebook page and Tweets to not only keep their customers in the know about discounts and in-‐store events, but to promote community-‐oriented things like job opportuniGes, sharing behind-‐the-‐scenes secrets, and divulging music employees are currently listening to. Looking to be a indie-‐princess or a hipster that just walked out of Brooklyn? Fan the Urban Ou_iZers page and you'll get all the insider info you need.
So what makes retail and social media a perfect pair? A few things: Where tradiGonal methods of "push" promoGon were seen as invasive-‐-‐here's
looking at you spam email, social media campaigns engage customers through their own voluntary parGcipaGon. Whether it's thousands of users becoming Facebook fans of their favorite brand, or following their favorite stores on TwiZer to catch the latest deals, social media is what it is: social. Buyers are involved because they want to be a part of whatever the retailer has to offer. And in this age of TiVo, spam filters, and pop-‐up ad blockers, this type of voluntary parGcipaGon is what makes social media markeGng invaluable. Instead of being x-‐ed out and deleted, social media makes brands worthy of being sought-‐out and repeatedly viewed.
How Retailers Are Using Social Media to Promote, Sell, and Engage
Image by Roy Mattappallil from Stock.Xchng
By Kenneth Hunt, ContribuGng Writer
If you’ve been using social networks for the past few years, you’ve seen how the buzz has shi\ed from MySpace to Facebook to TwiZer and back to Facebook. These seemingly organic shi\s between virtual worlds have probably le\ you wondering what might be next on the horizon. Well, many experts in the digital and social arenas have been keeping a close eye on Foursquare.
What is Foursquare you ask? In short, it is a locaGon-‐based social networking game designed for mobile users to compete with their friends socially in the real world. The Foursquare mobile applicaGon uses your phone’s GPS funcGon to locate your whereabouts when you “check-‐in” through the app at different locaGons. When users check-‐in at their favorite restaurant or nightclub for example, their friends are noGfied and the user can earn points or unlock badges depending on when, where and how o\en they check in. When a user checks in to a specific locaGon more than any other user, they are known as the Mayor of that locaGon.
How could this change the face of social media markeGng? Foursquare offers the unique opportunity for brands to track and reward visitors offline who frequent their real world venues. It’s like a customer using a frequent diner
card at any locaGon and lejng all of their friends know that they were there. AdverGsers now have the ability to aZract their most loyal customers with incenGves, knowing that their dedicaGon to the brand will be published for all their friends to see.
Starbucks is one of the largest and most recent brands to partner with Foursquare. Back in March the coffee giant began experimenGng with Foursquare as a customer loyalty tool. A\er a visitor has checked in 5 Gmes at any Starbucks locaGon, they can now unlock the “Barista Badge”. Social Media Blog Mashable.com writes, “With Starbucks on board, there’s no quesGon that Foursquare has all the tools necessary to appeal to — and reach — a mainstream audience.” AdverGsers like Starbucks have been dreaming of locaGon-‐based adverGsing on mobile phones and it seems as though Foursquare is now providing such a pla_orm.
Some might wonder how an applicaGon that tracks their whereabouts could ever become popular. It sounds too much like an invasion of privacy, right? It also sounds like you actually have to leave your home to parGcipate (might be more difficult for the workaholics and family folks). In addiGon, you have to remember to check-‐in if you want to earn points or badges. That’s a legiGmate concern for the growth
potenGal of Foursquare but consider this; before MySpace, no one considered posGng pictures of themselves online for everyone to see; and before Facebook no one considered posGng their inner feelings in a status update; and before TwiZer no one considered tweeGng their every move throughout their vacaGon. Social networks have changed the way we interact and what we consider private; especially for teens and twenty-‐somethings. Privacy is no longer something to maintain, but something that you must reveal when you’re a celebrity, at least among your 300 closest friends.
At this point, Foursquare seems poised for huge success. As long as major brands keep joining the bandwagon, Foursquare can sit back and let them do the adverGsing as they see their user base skyrocket. This has grabbed the aZenGon of some major digital players such as Yahoo, who are reportedly aZempGng to buy the social pla_orm for more than $80 million. Michael Arrington of TechCrunch.com suggests that Foursquare would be making a huge mistake to sell at this point. He notes how Yahoo is where “startups go to die” and that founders o\en “leave in disgust.” At the same Gme, Facebook and TwiZer are poised to make their way into locaGon-‐based networking which should have Foursquare worried. It looks like founder Dennis Crowley will have some very difficult decisions to make in the near future. We’ll be keeping our eye on Foursquare and look forward to discussing their progress.
FourSquare: What the Buzz is About?
By Ethan Lyon, Senior Writer
You are 2.3 seconds behind Roterro214 on the final lap and just about to pass him and... BAM, he swipes your Porsche and it goes into a spiral roll across the track. Your dream of winning the Coca-‐Cola fridge is dashed yet again.
You might think behind the wheel of a Porsche in Grand Turismo or another XBox Live, high-‐adrenaline racing game. Instead, you're playing a banner adverGsement for EA Sports new game, Need for Speed: Shi\. EA's banner game offers glimpse into the future of markeGng.
We are in a transformaGve Gme in adverGsing. We are transiGoning away from pushing a message to adverGsing 2.0, where users select relevant, entertaining content. "If people instead pull bits of informaGon into their lives through a game, they are more likely to feel a sense of ownership," writes the NY Times. Games are just one way to create consumer / brand ownership.
Much like EA Sports banner adverGsements, marketers are pioneering new ways to engage users in fun, informaGve and highly relevant ways -‐-‐ whether it's through high-‐quality, banner ad games or iAd's Toy Story 3 microsite or Groupon's group discount voGng. AdverGsing 2.0 is about having fun. And the following brands are
championing a new thinking in the adverGsing industry:
EA Sports -‐-‐ EA Sports pulled out all the stops markeGng its Need for Speed: Shi\ release. Users could sign up to win prizes, such as a Coca Cola fridge and play a demo version of the game all within a banner adverGsement.
EA's banner ad featured crisp graphics and smooth game play -‐-‐ a far remove from the bop-‐George-‐Bush-‐on-‐the-‐head games that populated MySpace in its early days.
iAd Network -‐-‐ Steve Jobs offered a glimpse into a new direcGon in mobile adverGsing with the iAd Network. Jobs demonstrated a Toy Story 3 banner ad mock-‐up in which users could click the ad and be transported to a microsite.
The microsite enabled users to play games, download wall paper and use GPS to locate a nearby theater featuring Toy Story 3. Jobs' vision of adverGsing 2.0 is one where the ad engages the user in a deep and interacGve way.
Groupon -‐-‐ It's called collecGve buying power. Groupon borrows principles of crowdsourcing to get incredible discounts for its users. Just sign up, vote on your favorite discount and if enough people like it, you can have it. Groupon
providesensuring patronage for businesses. It's truly a win-‐win adverGsing model.
Sponsored Tweets -‐-‐ You've spent months building your TwiZer fan-‐base to 6,000. Thanks to Sponsored Tweets, it's Gme to cash-‐in. Marketers cra\ a message and determine the type of TwiZerers that should spread it. Then they segment users, much like Google AdWords (locaGon, Gming, etc), and Sponsored Tweets suggests you, the TwiZer influencer, to pass on their message.
FourSquare -‐-‐ Imagine a\er checking into your favorite cafe, you're given a 10% discount on a tall laZe. FourSquare is a locaGon-‐based game that rewards you for checking into your favorite hangouts with badges and mayorships.
Gaining 1 million users in its first year, FourSquare is the hoZest mobile social network. It's no surprise it's trying to moneGze its userbase through FourSquare for Businesses. TasG D-‐Lite is an early parGcipant in the program -‐-‐ offering discounts to users in two of its New York City locaGons. Since TasG D-‐Lite's beta test in 2009, Starbucks has also signed up.
Make no mistake, EA Sports, Apple, Groupon, Sponsored Tweets and FourSquare are not individually the answer to adverGsing 2.0. Each
Top 5 New AdverGsing DirecGons
represents a new mode of thinking that will push how users interact with brand markeGng. If, collecGvely discounted products and services while, the above examples, what could adverGsing look like in 5 years? Combining these examples, you'd have a highly interacGve and engaging ad pla_orm.
Imagine walking into Borders Books, checking into FourSquare where it serves up a banner ad. Click on the banner ad, and to gain access to deep-‐discount coupons, you must play a game. You must collect the Dracula and AcGon Hero badges in the horror and comic secGons, respecGvely. Then Borders gives you a choice of which coupons to download. Because you're in the mood for a laZe, you download the 50% SeaZle's Best coupon, which automaGcally announces the savings to your TwiZerverse. The locaGon-‐based hunt for discounts might not be the complete vision of mobile adverGsing, but it includes many of the emerging elements in adverGsing 2.0: social, interacGve, valuable and most importantly, fun.
Top 5 New AdverGsing DirecGons
By Ethan Lyon, Senior Writer
Social media exists not only on Facebook.com or TwiZer.com. Advancements in social media tech, in parGcular Facebook, enables users across the web to have the uGlity of their favorite social networks without ever visiGng its URL. This social media ubiquity creates a seamless connecGon to third party sites and enable users to always be connected to their favorite social network -‐-‐ whether they're at a train stop or reading their favorite blog.
Every year, Facebook pushes closer to creaGng a seamless social web. In 2007, it was the Facebook Pla_orm. In 2008, it was Facebook Connect. "Yelp is mapping out the part of the graph that relates to small businesses. Pandora is mapping out the part of the graph that relates to music," Facebook CEO, Mark Zuckerberg said at this year's 2010 F8 conference. "If we can take these separate maps of the graph and pull them all together, then we can create a Web that's smarter, more social, more personalized, and more semanGcally aware."
In 2010, Open Graph aims to Ge these disparate corners of the web together. Users do not have to be on Facebook to interact with it. Part of Open Graph is its "Like" buZons. In 24 hours, Facebook served up 1 billion of these buZons across the
web. Therefore, if you go to Mashable, you can become a fan without going to Facebook. "This is a really significant step for Facebook. For years we've been saying that FB is an open pla_orm, but now for the first Gme, the likes and interests of my Facebook profile link to places that are not Facebook.com...My idenGty is not just definied by things on Facebook, it's defined by things all over the Web."
Beyond tradiGonal social communiGes, such as Facebook, geo-‐locaGon services are the hoZest up-‐and-‐comers on the social scene. While Facebook creates a seamless social network on the web, FourSquare does so using locaGon-‐based tech -‐-‐ connecGng your digital and real-‐world social lives. Both Facebook and FourSquare are blurring the lines between our digital browsing and real life by creaGng seamless social networks.
What Facebook is doing for the web, FourSquare is doing for geo-‐locaGon social networks. Gaining over one million users in its first year, FourSquare is a clear leader in locaGon-‐based social networks. FourSquare uGlizes the GPS in mobile phones to approximate the posiGon of its users.
Users can then "check in" to their favorite hang out spots to earn points and ulGmately earn Mayorship status. To create a more seamless experience, anGcipate FourSquare to automate its
"check ins." MulG-‐tasking smartphones, like iPhone OS 4, make this a definite possibility.
“Social media is embedded in our lives. It’s why people go to a restaurant and check Foursquare before they sit down with their friends,” says AdverGsing Age's Beth Snyder Bulik. And Facebook strives to be the ever-‐present social network throughout the web with its Open Graph. Social media is increasingly becoming ubiquitous in our every day lives. As such, there is a call for social networks to create a seamless experience by connecGng us with the world around us -‐-‐ whether that's on our favorite cafe website or buying a coffee in that very cafe.
Social Networks Across Media Pla_orms
Image by Flavio Takemoto from Stock.Xchng
By Ethan Lyon, Senior Writer
“PoliGcs is about conversaGon, and personal, face-‐to-‐face interacGon is sGll the foundaGon of that, especially at the local level... broadening my overall efforts to engage with the community I represent,” writes NY State Assemblyman Micah Kellner (D) to Mashable. To advance the conversaGon and mobilize community support, social media is becoming a staple of the poliGcal tool box. Facebook, TwiZer and other social networks reinforce poliGcal messages and fuel offline support. Though Facebook and TwiZer have seen several poliGcal seasons, emerging social networks, such as FourSquare, are only now beginning to make in-‐roads into poliGcs.
Each social network requires a different strategic approach. “What I try to do, both internally and when working with others on using social media is to talk about the need or communicaGon gap first, then figure out which tools best fill that need or gap," says Brad Blake, MassachuseZs (D) Governor Deval Patrick's Director of New Media and Online Strategy. Indeed, social media strategy should be tailored to each poliGcal campaign. However, most social networks have disGnct benefits. For instance, FourSquare creates real-‐world impact through a blend of mobile social networking and gaming, TwiZer is a reacGve, real-‐Gme medium, YouTube broadcasts messages
directly and Facebook is about personal, face-‐to-‐face community interacGon (figuraGvely speaking, of course).
FourSquare -‐ Tech-‐savvy poliGcians are "checking into" the rapidly growing social pla_orm, FourSquare. Using FourSquare's locaGon-‐based social network, poliGcians can translate online influence into real-‐world support and connecGon (i.e. rallies and "meet-‐ups"). Patrick Kennedy, who is currently running for Congress as a Democrat from Arkansas, is enhancing his grass roots campaign through FourSquare, among other social media. Kennedy regularly "checks in" when visiGng consGtuencies, giving supporters the ability to stop by and meet with him.
For instance, Kennedy "checks in," saying "MeeGng Chief Kirk Lane (@ Benton Police Dept)" and an hour later, he's "Gejng ready to meet with County Judge Lanny Fite. (@ Saline County Courthouse)." Kennedy said to CNN, "I do not have any personal finances so [I] have to be more creaGve in outreach to communiGes and consGtuencies. Social media, if used creaGvely, can do just as an effecGve job." And FourSquare is a creaGve way to let your consGtuencies know where they can find you.
TwiZer -‐ For most poliGcians, TwiZer is a link aggregator to events and favorable news stories.
For others, like the Florida Senator Bill Nelson, TwiZer enables them to react to events and talk from the heart, so-‐to-‐speak. Nelson tweets about relevant, current events, "Saddened by Dorothy Height’s passing -‐ she certainly le\ her mark in America’s history as a pioneer of civil rights," while showing his dedicaGon to consGtuencies: "This oil spill is our worst nightmare come true. I’m asking for invesGgaGon of lobbying on safety rules by Big Oil." Nelson and other poliGcians demonstrate an ability to carry on a real Gme poliGcal narraGve.
YouTube -‐ Though San Francisco Mayor Gavin Newsom is known for his Facebook presence, his YouTube channel is a brightspot among his counterparts. Gavin uses YouTube as a direct channel to speak regularly (about once a week) to his consGtuencies on up-‐to-‐date issues. Based on Gavin's balance between professionalism and accessibility, the SF mayor clearly understands YouTube as a pla_orm to "get personal" and with users. For instance, Newsom posted a video of him signing legislaGon that promotes the social values of SF and explains why it's important to him and his consGtuencies.
Facebook -‐ Barack Obama and Sarah Palin are the top two poliGcal heavyweights on Facebook. Is John McCain or Facebook darling San Francisco Mayor Gavin Newsom number three? Nope, try
Using Social Media to Rally Support for PoliGcians
Manuel "Manny" Villar, a Philipine Senator and president of the Nacionalista Party. With 1.4 million supporters, Manny has taken Facebook by storm. He provides frequent updates and fact-‐checks to squelch opposiGon gossip. He also promotes loyal fans by re-‐posGng favorable videos. Considering each update receives around 800 comments, it's a big feather in your cap to show your loyalty.
For poliGcians, social media is a communicaGons tool that should be in most, if not all, poliGcal media strategies. It is a way for poliGcians to carry on a real Gme narraGve directly with their consGtuencies, parGcularly the younger generaGon, at an affordable cost. Facebook and YouTube enable poliGcians to conGnue their poliGcal narraGve in a highly personal way, while TwiZer and FourSquare give users informaGon to mobilize and show support at rallies and other meetups. As the next poliGcal season approaches in several months, we're excited to see how social media (parGcularly FourSquare) will be uGlized to generate support online and off.
Using Social Media to Rally Support for PoliGcians
Image by Steve White from Stock.Xchng
By Ethan Lyon, Senior Writer
M.K Kellogg helped pioneer one of the first nutriGon movements in America through his cereal, Kellogg Corn Flakes. Since the beginning of his mission to make America healthier nearly 100 years ago, the health and wellness category has blossomed into a $112.4 billion business. With each advancement in communicaGons, the consumer health and wellness category grows larger and further empowers those seeking a healthier lifestyle. Home exercise was popularized by VHS (think Richard Simmons), On Demand TV channels eliminated casseZes, WebMD put health on the digital map and now we're witnessing Health 2.0 with the advent of social media. Unlike VHS, social media enables users to peel back the layers of informaGon to discover the best possible soluGon -‐-‐ from expert advice to finding a human connecGon to help cope with illness. How has the health and wellness adapted to web 2.0?
Obtain health informaGon -‐ WebMD is o\en the first source of health informaGon for its 18 million monthly unique users. It should not, however, be your last stop. YouTube, in parGcular, is an under-‐uGlized source for health and wellness informaGon. Small businesses and internaGonal brands are featuring user-‐generated and professional-‐quality video to promote health and wellness. In many ways, YouTube replaces those
shelves of workout videos with clips of Yoga and Pilates poses (see below). YouTube is also a pla_orm to promote the collecGve wisdom of its users. For instance, Johnson & Johnson channel, with 1.8 million upload views, focuses on parenGng advice from dozens of parents.
Evaluate health status -‐ Livestrong, of yellow wristband fame, offers a highly interacGve and introspecGve community and digital tools. One of these tools is the MyPlate, which allows users to track dietary habits and exercise to monitor their overall health. The concept is nothing new, but Livestrong takes health monitoring a step further by integraGng it into its home-‐grown, Livestrong community. Members win milestone badges for monitoring their health, which can then be shared within the community.
Get advice about disease from experts -‐ Health and wellness columnists are prevalent on sites such as WebMD and Health Central. There is limited expert / audience interacGon, however. UStream changes this. UStream, a video streaming site, features live events with real-‐Gme chat capabiliGes. Using social media login IDs, TwiZer, Facebook, AIM and MySpace, UStream enables its audiences to chat about events in real Gme. This real-‐Gme chat comes in handy during health conferences, like Healthways Well-‐Being Summit, where experts can answer quesGons and
make clarificaGons based on user chaZer. In fact, the US Congressional Health Caucus streams most of its events / meeGngs through its UStream channel page.
Obtain community support -‐ Coping with illness or other health challenges can be difficult when going it alone. What beZer way to gain support than from your friends and family on Facebook. The Fridge Graph app enables users set weight loss goals, track progress over Gme, challenge friends and family to lose weight together and connect with Fridge Graph users in forums. Support forums are a place to swap Gps on weight loss strategies and other informaGon. Such support groups can give individuals the emoGonal support to make real health impact.
Health 2.0 is about unfeZered access to informaGon and support. Social media enables users to have an all-‐access-‐pass to incredible informaGon and community interacGon. YouTube replaces many of your dusty exercise DVDs, Livestrong helps you monitor your progress, UStream lets you chat live with experts, and Facebook makes losing weight a collecGve effort. Regardless of which medium you use or how you use it, social media is the next evoluGon in consumer health and wellness.
How to Use Social Media to Improve Your Health
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David Capece Managing Partner
Katherine Parsons Senior Strategist
Ethan Lyon Senior Writer
