The State of Social in a 24/7 Digital World

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Presented at the Social Learning Summit, April 12, 2013

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By: akashbathla (55 month(s) ago)

Hi Joe, this presentation is now featured on authorSTREAM. Congratulations and keep up the great work! - Akash, authorSTREAM Team

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THE STATE OF SOCIAL IN A [24/7] DIGITAL WORLD JOE GIZZI @DISTRICTJOE STRATEGY DIRECTOR @MXMSOCIAL

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ONCE NEW MEDIA STRATEGIES, NOW MEREDITH XCELERATED MARKETING

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WE’VE CREATED DIGITAL CAMPAIGNS FOR THE WORLD’S [BEST BRANDS]

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LET’S TAKE A LOOK AT MY [DIGITAL] LIFE

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(OR MAYBE IT’S AN IPAD) [1/3] OF US SLEEP WITH OUR PHONES TRULY [RESPONSIVE] DESIGN

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WE ARE DIGITAL COLLECTORS + CURATORS

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OUT THE DOOR AND ON THE [GO] MARGARITAS THANKS TO [CONTEXTOGRAPHY]

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BUT IT’S THE MIDDLE OF THE AFTERNOON. TIME FOR EXPERIENTIAL [RETAIL] THERAPY 60-80% SMALLER, TOTALLY LOCALIZED, SOCIALLY EXTENDED

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THE DIGITAL [DINNER PARTY]

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I RECEIVE A DINNER RSVP [ON MY GLASSES] IT’S SIRI WITH STYLE

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I’M IN DESPERATE NEED OF AN OUTFIT [IPHONE TO THE RESCUE] AND MY FRIDGE HAS [PLANNED A RECIPE]

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[WEARABLE] IS THE NEW MOBILE I SEND THE GROCERY LIST TO MY FRIEND’S [WATCH]

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COLLABORATIVE [PLAYLISTS] ARE READY AND THAT’S ALL BEFORE THE CONTENT BEGINS.

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EVERY YEAR WE SHARE [2X] WHAT WE SHARED THE YEAR BEFORE FORGET MARKETING MESSAGES. WE CREATE OUR OWN NOISE. IT’S ZUCKERBERG’S LAW:

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WITH MORE COMMUNITIES TO DISCOVER , SHARE + STORE OUR STORIES THAN EVER BEFORE

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SOCIAL NETWORKING IS NOT TO BE CONFUSED WITH [SOCIAL MARKETING]

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COMMUNITY MANAGERS ARE [SOCIAL CHEMISTS]

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THEY SERVE US [CONTENT SNACKS]

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Hand raisers captured via social Intercepting business at life stage triggers: Graduation from college Birth of children Marriage Moving FIRST GENERATION ScarletxVelvet jesssiccaaa OMG the X-Men movie looks so awesome!!!! Marvel rocks! Can’t wait to get tix so I can see it first thing this weekend. NEXT GENERATION THEY KNOW WHAT YOU’RE [DOING THIS SUMMER]

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Awareness Consideration Reassurance Collecting info Talk to friends Obtain a visual baseline Feeling more confident Talk to friends Narrow choice Avoiding a mistake Final check PURCHASE PURCHASE Purchase Loyalty Excitement Use Advocacy THEY HAD YOUR [LOYALTY] AT FIRST

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AND MAKE SOCIAL [A GAME]

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THEY RESPOND RAPIDLY [IN REAL-TIME]

… SOMETIMES TOO RAPIDLY:

… SOMETIMES TOO RAPIDLY

THEY ARE WORLD WATCHERS:

THEY ARE WORLD WATCHERS

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ALL BRANDS ARE EMPOWERED TO INFORM + ENTERTAIN

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Old Spice generated 75M+ views with 185 video responses [SHIFT] from traditional model of 20 pieces of content per year to producing 20 pieces of content [per week]

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Ragu’s YouTube videos explore different angles of one core subject: dinner time for families with children The Bickering Be Gone video was based on questions that have been asked by the brand’s Facebook fans BRAND AS STORYTELLER 5.2 MILLION VIEWS

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BRAND AS DREAM WEAVER Move from [SINGLE SERVING] engagements Functional becomes [conversational]

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Role: Produced by Tumblr’s Editorial Department, Storyboard tracks the people behind the blogs on Tumblr and tell their stories Storyboard fosters loyalty among Tumblr bloggers, while also garnering mainstream media coverage (NYT, Fast Company) BRAND AS JOURNALIST

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Role: Responsive customer service lays the foundation for establishing direct, long-term relationships with consumers BRAND AS THE ASSISTANT

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Role: 3,764 ideas 85,000 VOTES BRAND AS CHANGE AGENT CROWD SOURCING: THOUSANDS OF PRODUCERS, DESIGNERS AND FOCUS GROUPS AT [CLICK’S REACH]

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SOCIAL IS THE KEY TO [HUMANIZING] A BRAND

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SPEAK TO FANS 1:1 DON’T JUST SHARE WHAT YOU KNOW.

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TO THE FAN SOCIAL MEDIA ISN’T A MARKETING TOOL IT’S A [CURATION TOOL]

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FEAR OF MISSING OUT

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THERE ARE [230 MILLION] HOMEPAGES WHO IS CURATING THE GOOD STUFF?

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FACEBOOK [REIMAGINED] THE NEWS FEED AS YOUR PERSONAL NEWSPAPER

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You have [3-6 CHANCES] to engage with fans on Facebook 96% of users [NEVER RETURN] to a brand page after their initial visit Facebook users spend [19/20 MINUTES] on their news feed IT’S ALL ABOUT PERSONAL RELEVANCY

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NEARLY 50% OF NEWS FEED STORIES ARE PHOTOS

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ALTHOUGH SOME SELF-DESTRUCT BEFORE YOU FIND CAN THEM

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Image expands to album track listing Music dot links to preview and iTunes purchase page EVEN OUR PHOTOS HAVE PHOTOS

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Links to actress’ bio, dress designer and People Magazine social accounts Movie trailer for Silver Linings Playbook EVEN OUR PHOTOS HAVE PHOTOS

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WHO WILL BE THE INSTAGRAM [OF VIDEO?]

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BUYING MORE WAYS TO TELL AUTHENTIC STORIES

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WE WANT TO KNOW WHAT [THE CROWD] IS FEELING AND DOING AT ALL TIMES

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WE DISCOVER AND ENGAGE TOGETHER

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WHERE ARE YOUR EYES ON THE SECOND SCREEN?

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[MUSIC] WON’T BE FAR BEHIND

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CONSUMERS HAVE COME TO EXPECT [IMMERSIVE] SOCIAL EXPERIENCES

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WILL IT ULTIMATELY LEAD TO PROFIT? ARE THEY ALL JUST FLEETING TRENDS?

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Presented by Meredith Xcelerated Marketing. All information contained herein, including pricing, program terms and creative, is proprietary and confidential to Meredith Corporation, its subsidiaries or its affiliates. Copyright © 2013 Meredith Corporation.

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