5 Big Things in 10 Short Years: A Practical Guide to SocialSphere, Millennials & Social Media...

5 Big Things in 10 Short Years

Presented By:John Della VolpeSocialSphere, Inc.

November 2009

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A Practical Guide to SocialSphere, Millennials, Social Media & Strategy

Friday, November 6, 2009

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Millennials are the largest generation in human history. That makes them the largest market in human history.

Millennials, true digital natives, live in a sea of technology and “new media.” This is a global phenomenon that has already changed the world. Markets have no borders. Time and distance shrink every year.

The global “wired” market has gone from 400 million to 2 billion in the past ten years. Projected growth is from 2 to 2.5 billion between now and 2014.

http://www.flickr.com/photos/chrisjohnbeckett/453104577/

http://www.etforecasts.com/products/ES_intusersv2.htm#list






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http://www.theinsider.com/photos/892811_Jessica_Alba_Is_That_Your_Middle_Finger_Or_Are_You_Just_Happy_To_See_Me?&c_id=892810&c_type=news

This generation has trust issues -- especially with traditional media and old institutions -- and they are not afraid to let you know it.

These “issues,” along with their tech literacy, have migrated across generational lines.

http://www.bing.com/images/search?q=middle+finger&qpvt=middle+finger&FORM=Z7FD1#focal=437e26a1391dc8ca552f22fd7fe515e4&furl=http%3A%2F%2Ffarm4.static.flickr.com%2F3291%2F3118283769_7b8deab5fe_o.jpg






SocialSphere’s deep understanding of technology and its impact on people, will give your organization the strategies to earn trust and develop loyalty inside and outside your corporate walls.

We understand how this impacts other generations and stakeholders. We give you the strategies and tools to have a deep reach beyond Millennials, and into both older/wealthy and emerging/younger demographic cohorts.

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https://www.thirdage.com/files/couplecomputercrop.jpg




SocialSphere. Who We Are.

SocialSphere enters into a three-phase strategic relationship with large companies and organizations in the U.S. and abroad that start from the top-down with the CEO or other key decision-makers.

We start with the recognition that the world of information and media is broader and flatter than it ever has been – and old 20th century media and traditional ways of communication do not speak effectively or efficiently to the new generation of consumers, employees and other stakeholders who seek new ways to engage and make an impact in organizations they feel passionate about.

Time and distance compress further every day. But time and distance still matter. We were founded 30 paces from the house where Facebook was developed in Harvard Square. Our smart Cambridge tribe lives on the edge of new social media technology emerging every day -- and is at your service, developing a disciplined strategic path forward for your organization, in a fast changing world.

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A Few Of Our Leading Edge Clients

Thomas H. Lee PartnersThe Governor of the

Commonwealth


The Big 5 ThingsWe’ve Learned & How They Can Help Your Organization

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http://www.flickr.com/photos/benny_lin/2897534888/




#1:Millennials are the Driving Force Behind the World’s Largest Market

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Ages 0-918%

Ages 10-2934%

Ages 30-4927%

Ages 50-6915%

Ages 70+5%

Millennials Are the Largest Generation In the History of the World

There are more than 2.3 Billion Millennials (ages 10-29) in the world. They represent more than 1/3 of the world’s population and more than 1/4 of the U.S. population. Although they are not a monolith -- they think, act, work, communicate and make decisions differently than most others -- and influence just about everything you care about.

World Population by AgeMidyear 2009 Estimate

http://www.census.gov/cgi-bin/broker




... and then came

19911993

19951997

19992001

20042003

20062005

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Connecting Online Was Not A Fluke, Millennials’ Brains Are Wired Differently

...


SocialSphere in-country visit.

Millennials Are Different Around the World

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We spent a quarter of last year traveling and meeting with business, government and academic leaders from more than two dozen countries around the world. While there are fierce differences in priorities, technology use, ideology and political outlooks around the globe -- the one thing that holds true is their universal thirst to have their inherent power recognized.

USA meeting w/ business/govt./academic leader from country.


#2:One-Way Communicators Often Struggle with the New Multilateral Reality

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Tread WiselyWe’ve had many successes in the last few years, a few failures and learned a lot of lessons as well. Most of the lessons learned were due to either:

Over-estimating the potential impact of old-marketers turned new. This may seem a little harsh, but it’s true. Social media is a completely different animal than traditional advertising, marketing and public relations. All media have their roles, but when executed well, social media strategy is a true, authentic, insightful, multilateral dialogue -- created in large part due to the inherent deficiencies of one-way vehicles that still dominate much of today’s media landscape; or...

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http://l.yimg.com/l/tv/us/img/site/79/83/0000057983_20090609173807.jpg




Tread Wisely

[or] Under-estimating the difficulty and time necessary for building a sustainable “community” of purpose -- or place where there’s an exchange of knowledge or value.

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http://baseball.mikeandkatharina.com/wp-content/plugins/hot-linked-image-cacher/upload/baseballintelligencer.com/baseball/wp-content/uploads/2009/05/field-of-dreams-scene.jpg

If you build it, there are no guarantees they will come.




Most Important Aspects of Strategic Social Media Strategy

Communities, forums, exchanges -- all aspects of social media efforts -- and “flatter” organizations start with:

Identifying your most passionate advocates;

Empowering them with respect, technology and responsibility;

Asking them for more, and always measuring.

This must be a true collaboration involving senior leadership, day-to-day management, a targeted community and clear, measurable objectives.

Incentives matter -- and they range from impromptu phone calls from the CEO to cold, hard cash.

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#3:Social Media Strategy Is Serious Business, Decisions Should Involve Your Best People

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Few things can transform a brand faster than -- a well executed or poorly executed -- social media strategy.

Start engagements by assembling a kick-off meeting that includes your smartest people, which could include everyone from the CEO to the newest hire with great ideas, to discuss business objectives and measurement -- and make sure that you are comfortable knowing that your lead strategist:

- Understands business (including your business), fundamental research and measurement;

- Views social media as one part of an integrated business strategy -- and more than Twitter, Facebook and the latest widget; and

- Was not working as a barista or finishing college six months ago.

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http://www.hammertonail.com/wp-content/uploads/2009/01/h2n-slacker-1.jpg

http://www.pciaonline.org/files/Proceedings/2007AfricaWorkshopProceedings/Photos/Day%204%20Data%20Analysis.jpg






#4:Good Social Media Is Strategy, and Executed From the Top

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David Steel. Samsung North America.SVP, Head of Strategic Marketing

"When you listen to consumers, you can incorporate what they see as 'next' more cohesively."

“You just can’t say it...” Ford & Samsung Invest Significant Marketing Dollars and A-Team Resources On These Efforts

http://www.businessweek.com/autos/autobeat/archives/2009/10/ford_spending_2.htmlhttp://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=115818


http://www.businessweek.com/autos/autobeat/archives/2009/10/ford_spending_2.html




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Small, Authentic Gestures From The Top Often Pay Off -- And Very Quickly

“While the Dallas Mavericks are busy kicking bloggers out of the team’s press box, NTRA’s CEO Alex Waldrop is inviting bloggers to not only come to their events, he’s also inviting them to help change the sport. Alex who also blogs on the NTRA Web site, took some time away from one of the biggest days in his sport to speak with us. Seriously, the commissioner of a sport was happy to talk to us. Where are you David Stern?

“...the most blogger friendly sport going.”

Estimated Monthly UV: 250,000

http://laist.com/2008/10/29/the_breeders_cup_brings_out_big_nam.php

client*




#5:Social Media & Its Impact on the Bottom Line Can Be Measured

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Legend:Onsite engagement: Indicated by the thickness of the line around the circle.Reach: Indicated by the diameter of the circle. Bias (toward representing a student point of view): Indicated by + for positive, +/- for neutral and - for negative. Influence: Indicated is indicated by the closeness of each circle to the center of the chart. Topical frequency is represented by color. Orange is frequent, vanilla is neutral, and gray is low topical frequency.

= Frequent, = Neutral, = Low Topical Frequency

[Source: SocialSphere, Inc.. ORBIT Report on College Admissions. November 2008.]

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Another Level of Measurement for Social Media Influence

Our proprietary ORBITTM methodology and algorithms measure the most important influencers of brands and issues on the Internet. We map the “social sphere” across four quadrants: traditional media sites, industry media, social frameworks, and blogs and communities.


ROI Calculation*

($Benefits *

(1-Chance) * (1+Flexibility) = ROI

$Cost

($922,000 * .73) * 1.27 = 267% ROI

$320,000

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Cost Benefits

Chance Flexibility

Total Economic ImpactTM

* SocialSphere client after 18 months

1. Brand Building 2. Customer Support3. Lead Generation4. Product Development5. Market Research6. Public Relations/Marketing

“Makes Everything You Do Better”

Measuring ROI for Social Media Strategy

Total Economic Impact, Trademark of Forrester Research


300,000,000 Active Facebook Users Around the World, 35+ Fastest Growing Segment

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http://www.facebook.com/press/info.php?statistics#/press/info.php?timeline

140%150%

316%

118%

450%

0%0

75,000,000

150,000,000

225,000,000

300,000,000

2004 2005 2006 2007 2008 2009

1,000,000 5,500,000 12,000,000

50,000,000

125,000,000

300,000,000

Facebook Active Users Annual Rate of Change

Worldwide Active Users




About 70% of Facebook

users are outside the

United States

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EngagementAverage user has 130 friends

More than 8 billion minutes are spent on Facebook each day

More than 45 million status updates each day

More than 10 million users become fans of Pages each day





Dominant Social Networks in the U.S.

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0

37,500,000

75,000,000

112,500,000

150,000,000

Sep 07Dec 07

Mar 08Jun 08

Sep 08Dec 08

Mar 09Jun 09

Sep 09

Facebook125M UVYearly Change: 202%

MySpace50M UVYearly Change: -11%

Twitter24M UVYearly Change: 660%

Active Users in the U.S.

http://siteanalytics.compete.com/facebook.com+myspace.com+twitter.com+linkedin.com/




John Della VolpeSocialSphere, Inc.

College House1430 Massachusetts Avenue

Cambridge, MA 02138

[email protected]

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mailto:[email protected]

mailto:[email protected]

5 Big Things in 10 Short Years: A Practical Guide to SocialSphere, Millennials & Social Media...

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