The State of Social Media

Airport Social Media Summit Presented by Paul Roetzer (@PaulRoetzer)

Oct. 24, 2011

The State of Social Media

More Data Was Transmitted Over the Internet in 2010

Than All Previous Years Combined

Source: Kirk Skaugen, Intel, via Mashable

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Cause and Effect

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1) Change Velocity

•  Technology innovation

•  Consumer behavior

•  Business software

•  Online applications

•  Communication patterns

•  Marketing philosophies

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2) Selective Consumption

•  Basic principle behind inbound marketing

•  Consumers tuning out traditional marketing

•  Brands lose control, but gain loyalty

•  Shifting budgets

•  New strategies

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3) Success Factors

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What is Social Media?

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Consumer-generated content. We are all the media, the publishers.

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People trusting the opinions of their peers and collaborating online.

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Source: Boston Logan International Airport Facebook Page

Consumers choosing when and where to interact with brands.

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Listening, learning and building relationships.

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Building authentic and personal connections.

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Creating value.

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Source: How to Build Your Inbound Marketing GamePlan

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The Channels

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40 percent of Twitter’s active users don’t tweet

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Twitter by the Numbers

•  100 million global active users

•  50 million of those users login every day

•  55 percent of Twitter’s active users are active on mobile

•  140 million is the average number of Tweets sent per day (March ‘11)

•  460,000 is the average number of new accounts per day (Feb. – March ‘11)

•  Created March 2006

•  Valued at an estimated $8.4 billion

Source: Wall Street Journal, SocialBeat, Twitter

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The fastest growing social network ever

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“We do not believe in over-sharing. . . . Curation matters. There is a reason why every thought in your

head does not come out of your mouth.” — Vic Gundotra, head of social, Google

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Source: Reuters

Google+ Numbers & Notes

•  Introduced June 2011

•  40+ million users

•  More than 4 billion photos uploaded

•  Brand pages coming soon

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“I would expect that next year, people will share twice as much information as they share this year, and next year, they will be sharing twice as

much as they did the year before.” — Mark Zuckerberg

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Facebook by the Numbers

•  More than 800 million active users

•  More than 50% of active users log on in any given day

•  Average user has 130 friends

•  On average, more than 250 million photos are uploaded per day

•  More than 350 million active users currently access Facebook through their mobile devices

•  Valued at an estimated $80+ billion

Source: Facebook, Wall Street Journal

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YouTube by the Numbers

•  48 hours of video are uploaded every minute

•  More than 3 billion videos are viewed a day

•  Users upload the equivalent of 240,000 full-length films every week

•  More video is uploaded to YouTube in one month than the 3 major US networks created in 60 years

•  YouTube mobile gets over 400 million views a day

•  150 years of YouTube video are watched every day on Facebook, and every minute more than 500 Tweets contain YouTube links

•  Founded February 2005

Source: YouTube @PaulRoetzer

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LinkedIn by the Numbers

•  More than 120 million members in over 200 countries and territories

•  More than 2 million companies have LinkedIn Company Pages

•  Corporate hiring solutions are used by 75 of the Fortune 100 companies

•  March 2011 IPO closed 1st day at $94/share for an $8.9 billion market cap

Source: LinkedIn @PaulRoetzer

The Model Professional

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The Case of Matt Cutts

Source: Is Matt Cutts the Most Powerful Man in PR?

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The Platform

• 139,000+ Twitter Followers • Gadgets, Google & SEO blog with Alexa Rank of 5,200 • Google Webmaster YouTube Channel with 37,000+

subscribers and more than 4 million channel views • Frequent speaker and media source

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The New Model Pro

• Strong personal brand • Value creation through multi-media content • Use of social media to reach, influence and engage • Thought leader and industry expert • Trusted resource

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Hybrid Marketing Professional Traits

• Social-web savvy •  Inbound marketer • Publisher • Analyst • Tech savvy

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The Case for Content

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“We all have a story to tell.”

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Potential Airport Uses

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• Flight status • Security wait times • Ground transportation • Food and retailers • Special retail offers • Customer service • Friends nearby • Carry-on FAQs • Travel tips • WiFi

What Matters to Travelers?

Closing Thoughts

•  Have a plan.

•  Understand what makes audiences unique.

•  Put their needs and goals ahead of yours.

•  Bring value to their lives.

•  Listen, learn and engage.

•  Build a strong content team.

•  Be remarkable and memorable.

•  Take chances.

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