Digital 3.0

Harnessing Social Media &the Global SuperNetwork

Michael Terpin, CEOSocialRadius

Tech Council of Southern Califorinia

Irvine, CA, January 19, 2012

Our Digital Eras

Digital Beta:1945 - 1990

Digital 1.0:1991- 2000

Digital 2.0:2001 - 2008

Digital 3.0:2009 - ???

Our Digital Innovations

Email

Digital Beta:1945 - 1990

Digital 1.0:1991- 2000

Digital 2.0:2001 - 2008

Digital 3.0:2009 - ???

CD-ROM

Mainframe

LANs

PCsMacs

Minis

Internet

Browser

CD

Fax

SaaS

PDA

Linux

iPodMobile Phone Social Networks

E-commerce

LBS

Wi-Fi iPad

Smartphone

DVD Blogs

Broadband

4G

Portal

Overlay Networks

Ubiquity &Integration

Digital 3.0: Broadband and mobile converge. Top social networks become platforms. Social and interest graphs converge. Social, traditional and viral media interact and expand in real time, blur. Mobile apps + location-based tracking + social sharing + “interest graph” + real-time Web + real-time translation = the Global SuperNetwork

Broadband and mobile convergence. More, better devices untether the average user, adding far more time per day online. Fast, mobile access means anyone generate content quickly.New class of overlay social networks (Foursquare, Instagram) emerges based on location data, photos/videos and social sharing.

Digital 3.0

Social networks become platforms. Facebook’s 800 million members become lion’s share of any third-party user base. Google has unique ability to entice new social network users through search and email. API integration of real-time data lights a new fire into once-static websites. Connect on the way in… share on the way out.

Digital 3.0

Social and interest graphs converge. Existing interest-graph networks (e.g., Yelp, AngelList) have added Facebook integration (or more) to connect social and interest graphs. Every added verification factor will increase activity and commerce. Social connection (accountability) plus domain expertise (credibility) combined make for powerful trust in a recommendation.

Digital 3.0

Social, traditional and viral media interact, expand in real time, blur.

Digital 3.0

Global SuperNetwork

= SOCIAL graph

= SOCIAL graph + INTEREST graph

= SOCIAL graph + INTEREST graph + location-based mobile data

In just four years…

Social Profile & ReferenceOwned media (your blogs and social profiles) plus socially shared profile and reference material (Wikipedia).

Thought LeadershipOriginal and curated content grows in influence using social media.

Enthusiast OutreachDirect-to-consumer social media marketing, amplified by enthusiasts.

Social Network Growth and InfluenceBuild reputation by engaging and leveraging social connections.

ViralityTap into crowd dynamics to build rapidly outside your own networks.

Five Pillars of Social Media Marketing

Social Profile & ReferenceOwned media (your blogs and social profiles) plus socially shared profile and reference material (Wikipedia).

Thought LeadershipOriginal and curated content grows in influence using social media.

Enthusiast OutreachDirect-to-consumer social media marketing, amplified by enthusiasts.

Social Network Growth and InfluenceBuild reputation by engaging and leveraging social connections.

ViralityTap into crowd dynamics to build rapidly outside your own networks.

Five Pilars in a Digital 3.0 World

Five Pillars in a Digital 3.0 World

Own as much of your top 10 in Google as possible: Travel industry are easily hijacked by black-hat SEO. Owned media is first way to fight back. Twitter, Facebook, LinkedIn profiles Your own blog (or blogs) Guest blog posts, profiles in company websites. News, reviews, press releases. Observe and manage your presence on Wikipedia. Use, but don’t abuse, social news & bookmarking.

The First Pillar: Social Reference

Own as much of your top 10 in Google as possible: Travel industry are easily hijacked by black-hat SEO. Owned media is first way to fight back. Twitter, Facebook, LinkedIn profiles Your own blog (or blogs) Guest blog posts, profiles in company websites. News, reviews, press releases. Observe and manage your presence on Wikipedia. Use, but don’t abuse, social news & bookmarking.

The First Pillar: Social Reference

Own as much of your top 10 in Google as possible:Black-hat SEO, negative press can destroy your online reputation. Owned media is first way to fight back. Twitter, Facebook, LinkedIn profiles Your own blog (or blogs) Guest blog posts, profiles in company websites. News, reviews, press releases. Observe and manage your presence on Wikipedia. Use, but don’t abuse, social news & bookmarking.The First Pillar: Social Reference

Establish an active social base before unleashing your first “thought leadership bomb” Build a following in sync with your destination, property, brand. It will not only convert best, but will aid greatly in creating virality. Create alliances with other thought leaders. Reverse direct marketing: best prospects find you. Thought leadership tends to be more interest-graph related, while enthusiast outreach works well with localized marketing.

The Second Pillar: Thought Leadership

Clearstone Venture Partners managing director William Quigley was well respected among his fellow VCs, but was relatively invisible on the global stage. SocialRadius built a blog and Twitter presence for Quigley, then released a carefully edited Power Point to showcase his vision of the future of venture capital.

William Quigley: Establishing Global Conversation QUICKLY through a Thought Leadership BOMB…

SocialRadius leveraged posts in VentureBeat and TechCrunch into a rapid cascade of media coverage in the Wall Street Journal, New York Times, BusinessWeek, Reuters and a profile in Barrons. In less than two months, the PowerPoint was downloaded 300,000 times.

Case Study Thought Leadership

The Third Pillar: Enthusiast Outreach

Engage and influence enthusiasts by providing what they want: access, information, contests, promotions. Create “earned media” from bottom up strategy, tactics. Show other thought leaders your innovations, findings first. Coax enthusiasts to link to your offers with contests. Create relationships across all categories of bloggers. Done well, blogger outreach will be your best SEO, as well as serve as a bridge between PR and promotion.

Case Study: Bombay Sapphire – Blogger Brand Excitement“Spirit of Exploration” adventure blog was created to coincide with integrated marketing campaign, including extensive print ads and contests.

Invited bloggers to participate in contest, defining their personal “Spirit of Exploration” and to cover and compete for an exotic trip to Skybar in Thailand.

Within one month of launch, more than 100 bloggers participated, more than 40,000 entered the contest - and the competition blog had over 1 million unique visits.

Blogger Outreach: EnthusiastsCase Study

EcoMom – Turning Endorsement into E-CommerceEcoMom is an e-commerce site for healthy, sustainable products for babies and young children.

Targeting mommy blogs for product reviews, giveaways and contests led to massive exposure, traffic and direct sales.

Concurrently, more than 70 percent of EcoMom’s sales come directly from links on blogs.

Blogger Outreach + Thought Leadership Case Study

Editorial Blogs

Thought Leaders & Enthusiasts

Personal Diaries

Blogosphere Influencer Pyramid ™

Blogger Outreach

Thought leaders provide credibility… …Enthusiasts provide access and energy .

Mommy bloggersFashion bloggersBeauty bloggersTravel bloggers come in many categories.

Thought leaders seek access to information and understanding. Enthusiasts want cool stuff to share with their readers.

Though Leaders vs. Enthusiasts

TT E

The Fourth Pillar: Social Networks

Every social network is different. They all have different rules – and different paths to influence and monetization. Each nation has its own “hot” network (and they continue to change frequently). Facebook owns B2C, Twitter owns microblogging; both will be challenged by Google+. LinkedIn remains the king of B2B in US, Xing in EU. All social networks can be tracked with off-network metrics, including short URLs (bit.ly, tinyurl). The rules of the community rule: it’s their sandbox.

Social networks: the backbone of content curation.

Social network activity is highly trackable, including links and conversions to e-commerce; integrating Facebook Connect, Twitter APIs, Foursquare and other relevant networks is key to the next decade of marketing.

Landing pages, offers and messaging can be tested just as rigorously in social media as direct mail, email TV and radio (or even more…).

Recommendations from friends outperform search – in travel, 38% of international tourists rely on recommendations v. 22% relied on Web (including search). *

The Fourth Pillar: Social Networks

* Source: TRAVELSAT Global Benchmarking Survey, 2011

Largest global social network (as large as entire Internet user base in 2004). Highly engaged users (more traffic than Google) Facebook has little impact on search engines. Fan pages have no limit on friends, profiles do. Events, Causes, Groups can be powerful marketing tools. Get into the newsfeed. It’s the new email. Facebook Connect trumps “apps.” Pay attention to the rapid changes.

Facebook: Key Facts for the Online Marketer

Twitter just passed 100 million ACTIVE users. Far more predictable growth than Facebook, yet even viral tweets don’t build followings quickly. Relevant following is key. What does your follower actually do once they follow you? Overlay networks mean an exponential growth in audience in years to come. Invest now in building a large, relevant Twitter following and maintain it with engaging content, conversation and offerings.

Twitter: Rapid Growth, Constant Change

LinkedIn dominates B2B conversation. 100 million members. Most recruiters now have LinkedIn as their primary resource. LinkedIn Answers helps you build credibility in your core community. Every industry has vibrant groups. Can have significant impact on search. Twitter integration for updates is first step toward becoming both a network and an overlay network.

LinkedIn: The B2B Social Network Leader

Not everything deserves to go viral. Content & context are most important assets in virality. Online video is the best, but not only, viral content.

Slideshare can take Power Points viral. Blogger outreach remains the best launching pad

Viral marketing happened before social marketing. Email was original viral app (Dancing Baby, Hotmail). Viral can be planned, but at the phenomenon level still requires “the perfect storm” (just like a PR campaign or marketing stunt).

The Fifth Pillar: Virality

Case Study: ‘Yes We Can’ Create a Viral Sensation•Recorded January 30-31, 2008•Released February 1-2•3 million views in 72 hours •47 million views within three weeks•Tiered outreach to bloggers and NO traditional media outreach created a media frenzy (500 mm impressions)•Six articles in New York Times•CNN/Larry King•CNBC, Inside Edition, E, ET, Today Show•This Week with George Stephanopoulos•Campaign won Emmy, Global Media Award, Cannes Golden Lion and Webby awards.

Case Study Viral Video

Our

clie

nts…

Michael Terpin, Founder and CEODirect: 310-862-6312

michael@socialradius.comTwitter: @michaelterpin, Google+: +michaelterpinwww.socialradius.com

Los Angeles: 1237A Third Street Promenade, Santa Monica, CA 90401SF Bay Area: 100 Pine St., 10th Floor, San Francisco, CA 94111New York City: 419 Park Ave. South, New York, NY 10016Las Vegas: 3277 E. Warm Springs Road, #200, Las Vegas, NV 89120

Presence for presence sake (all hat, no cattle). Spammy behavior (repeated offers, mass following). Inappropriate use of DM on Twitter (DM). Aggressive, inappropriate use of hashtags. Not tracking or testing e-commerce links. Stale information: stay current, relevant. Not tailoring conversations toward influencers. Oversharing, particularly of irrelevant information. Reposting the same message in multiple networks. Improper mix of content and engagement.

Twitter and Facebook: Top 10 Mistakes

Relevant engagement by interest, keyword. Event marketing. Driving Twitter followers to Facebook. Build new followings in niche networks. Time-based offers. Integrating loyalty efforts with social. Create new location-based opportunities. Channeling online influence to offline opportunities. Utilizing social networks for co-op marketing. Fine-tune listening into proactive marketing.

Twitter and Facebook: Top 10 Opportunities

The Five Pillars in Motion

Social Reference

Thought Leadership

Blogger Outreach

Virality

Social Networks