Social Networks: New Architecture of the Web

Paul GillinPoynter/NewsU Webinar

April 14, 2009

New Media Rules

Mainstream media is downsizing

New voices are gaining influence

Citizens are becoming publishers

You must meet them on their turf

Speed trumps quality

Small is the new big

Traditional communications

New reality

The Numbers

Active blogs on the Internet: 25-40 million Social networks: 2,900 Social network service providers: >100 Active Facebook members: 175 million Corporations with social media campaigns:

>300 Photos on Flickr: 3 billion Daily Twitter messages: 6 million Pres. Obama’s Facebook friends: 5.9 million

The Many Arms of Social Media

Cost to user = $0

Whom Do Consumers Trust?

26%

34%

49%

54%

56%

60%

61%

63%

78%

B anner ads

S earch ads

S ponsorships

R adio

TV/magaz ine

B rand s ites

B logs

C hat/discuss ion comments

O ther consumers

Percent who trust each source

Source: Nielsen, Oct., 2007

Self-Organized Communities

“This is the first time we are going to give the Internet a chance to prove itself and see whether it is all hype or genuine."

Cadbury spokesman

Quoted in the U.K.’s Telegraph

Niche markets are:

•Knowledgeable

•Engaged

•Responsive

•Helpful

•Spenders

Ready-Made Markets

How We Share InfluencePRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE

Consult a professional

Readers letters

Phone in; TV / Radio

Talk to shop worker

Personal blog

Social network page

Widgets

Photo sharing site

Chat rooms

Message boards

Video sharing site

Comments on blogs

Comments on websites

Viral emails

Wish lists

Ratings on retail sites

Reviews on retail sites

Auction websites

Social Bookmarking

Chat room

Price comparison sites

Social shopping sites

Talk face to face

Consult a professional

Readers Letters

Phone in; TV / Radio

Talk to shop worker Phone call

Talk face to face

Phone call

SMS

Email

Instant Messenger

Talk face to face

Talk to shop worker

Consumer influence channels

Source: Universal McCann Erickson

The New Media Structure

BLOGGERS

ADVERTISERS

PUBLISHERS

MEDIA BLOGGERSEDITORS

JOURNALISTS

CONSUMERS

Essential Elements

Profile Friends

Groups

New Concepts

Friend Friend in

Common Follower Profile Group News Feed

Poke Wall Connection Answer App Hash tag

The New Newspaper?

New Kids On The Block

Cultural Norms of Social Media

“Transparency” Conversation Individual Courteous Sharing Attribution Suspicion of marketers

Just One Guy

Technorati rank: 714

Technorati fans: 146

Google Indexed pages: 3,760

Alex ranking: Top .17%

Inbound links: 10,542

Del.icio.us bookmarks: 2,068

New York Times citations: 136

Computerworld citations: 193

InformationWeek citations: 72

Newsletter subscribers: 130,000

Network Efficiency

Twitter’s Curious Appeal

Immediate

The Office on Twitter Dell Outlet on Twitter

Interactive Engagement

Role-playing games (The Office)

Reality Experience

(Dove Reality Diaries)

Interactive Engagement

Quizzes (USA’s Psych)

Immersive (Carnival Funship Island)

Community as ContentBy contributing to the body of knowledge, members gain insights they couldn’t learn from experts alone

Personal finance Travel planning Local services

Language educationTravel planning How-to video

A Case Study: Motrin Moms

The “Mom Response”

More than 15,000 tweets More than 400 media stories And 3,500 blog entries And then there’s YouTube…

Courtesy Digitas

Mass Media Pickup

Courtesy Digitas

Online Activity Spikes

Courtesy Digitas

New Realities

Networks connect at gut level

News spreads with astonishing speed

New trusted brands emerging

Action is in micro communities

Sharing and linking are essential

Filtering and aggregation are opportunities

Thank you!

Paul Gillin

508-202-9807

paul@gillin.com

www.gillin.com

Available on Amazon or from ww.NewInfluencers.com

Coming October, 2008