Social Media Trends & Developments in 2010 for Businesses

1. 2010 Social Media Trends & Developments Jen McClure March 23, 2010

2. Introduction – About SNCR The Society for New Communications Research is a global nonprofit research & education foundation & think tank Focus: The advanced study of the latest developments in new media and communications, and their effect on traditional media and business models, communications, culture and society. SNCR is dedicated to creating a bridge between the academic and theoretical pursuit of these topics and the pragmatic implementation of new media and communications tools and methodologies. The Society’s Fellows include a leading group of futurists, scholars, business leaders, professional communicators, members of the media and technologists from around the globe – all collaborating together on research initiatives, educational offerings, and the establishment of standards and best practices.

3. From The Fortune 500 & Social Media: A Longitudinal Study by Nora Ganim Barnes, PhD & Eric Mattson • 22% of the Fortune 500 have a public-facing corporate blog* • 6% increase over 2008 • 86% link directly to a corporate Twitter account • 300% increase over the 2008 study • Even more Fortune 500 corporations have Twitter accounts, but do not link directly from their blogs. • 35% of the Fortune 500 have active Twitter accounts • Defined as: a post within the past 30 days • 47% of the top 100 companies have a Twitter account • 4 of the top 5: Wal-Mart, Chevron, ConocoPhillips and General Electric – consistently post on their Twitter accounts. • The number one ranked company, Exxon Mobil, does not have a Twitter account. • The insurance industry has the most Twitter accounts • 19% of the 2009 Fortune 500 is podcasting • 3% increase over 2008 • 31% are incorporating online video into their blogs • 10% increase over 2008 * Primary corporations listed in the 2009 Fortune 500

4. From the 2009 Tribalization of Business Studyby Francois Gossieaux & Ed Moran “Despite the perceived risks associated with online communities, the internal costs of community formation and management, and the fact that we are in the midst of a profound recession, organizations’ continued and enhanced investment in online communities underscores the perceived potential for the value that they may provide to the enterprise. Social media and communities are expected to continue to play a significant role in the way in which companies are interacting with employees, customers, partners and the larger business ecosystem, thereby redefining the very edge of the corporation.” • Top objectives for business online communities: • Increased word-of-mouth (38%) • Customer loyalty (34%) • Brand awareness (30%) • Idea generation (29%) • Improved customer support quality (23%) • Top Analytics: • # of active users (34%) • How often people post/comment (32%) • 32% are capturing data on how lurkers derive value from the community • Top obstacles to creating a successful community: • Getting people to join (24%) • Keeping them engaged (30%) • Keeping them coming back (21%) • Developments over 2008 Study • 20 percent set up formal “ambassador” programs

5. From The New Symbiosis of Professional Networks Studyby Donald Bulmer & Vanessa DiMauro • Traditional decision-making processes are being disrupted by social media • Professionals tend to belong to multiple social networks for business purposes • The “Big 3” LinkedIn, Facebook & Twitter, have emerged as primary professional networks • Mobile is an important access point • High levels of trust exist in information obtained from online networks • There is a recognized need for peer input in decision-making. • Final decision makers are more likely to conduct research via a search engine • (82% vs. 70% of decision supporters) • Professionals with more networks are more likely to gather opinions through their online network, read blogs and query Twitter as early steps in the decision process • Younger respondents are more likely to read a company blog and to query via Twitter vs. older demographics • Connecting and collaborating are key drivers for professionals’ use of social media. • There is more collaboration happening externally than internally. Social Media Peer Groups (SMPG) have changed the way we do business as professionals (customers, partners, prospects, and employees). We use social media as a platform for discussion of ideas, experiences, and knowledge-exchange.

6. From Still Setting the Pace in Social Media: The First Longitudinal Study of Usage by the Largest US Charities by Dr. Nora Ganim Barnes, PhD & Eric Mattson • 57% of the nations top charities have blogs • 89% are using at least one form of social media • A 14% increase in one year and usage increased for every tool studied. • Social networking and video blogging are now the most common tools used • 79% of charities use each of them • Online video increased by 38 percent; • Social networking increased by 47 percent in one year • 75% monitor online conversations and news about their institution. • 54% of colleges/universities • 60% of the Inc. 500 • 80% feel that social media is important; 45% believe social media is very important to their fundraising strategy • 90% of charities are satisfied with their use of social media and feel it provides positive results

7. From the Middleberg/SNCR Survey of Media in the Wired World by Don Middleberg & Jen McClure • 69% of journalists are using social networking sites • 28% increase since 2008 • 48% are using Twitter or other microblogging tools • 25% increase since 2008 • 66% are reading blogs • 48% are viewing videos online • 25% are listening to podcasts • 79% of journalists surveyed believe that bloggers have become important opinion-shapers in recent years • 91% of journalists surveyed agree that new media and communications tools and technologies are enhancing journalism “Social media is changing the profession. It has enhanced the dialog between audience and writer and expanded the scope of those who can participate in disseminating news.” “It is full of peril and promise.”

8. SNCR 2010 Research & Education Roadmap Enterprise 2.0 – Social Media Behind the Firewall Social CRM Social eCommerce Augmented reality (AR) Co-working Mobile trends & developments Online video & corporate storytelling Social media & corporate social responsibility Social media governance & policies Standards re: measurement/ROI (Social Media Understanding Group - SMUG) The link between social media and innovation Interactive TV (ITV) Social data How social media can effect social change: racial & ethnic health disparities In addition: Social Media Adoption Trends: 3rd & 4th annual longitudinal studies of social media adoption in corporate, nonprofit & education sectors How Organizations are Using Online Communities: 3rd Annual Tribalization of Business study Trends in Journalism & the Media: 3rd Annual Middleberg/SNCR Survey of Media study

9. What Does It All Mean? Increasing adoption of social media across all sectors of business and all types of organizations Widening gap between adopters and non-users of social media Increased focus on ROI and tying social media to hard measures like lead generation, sales and traditional business goals and initiatives Social media is not just for communications initiatives anymore: Increased integration of with other business functions like customer service, CRM, knowledge management, training, sales, etc. Increased integration of social and more traditional business applications, i.e. LinkedIn with Outlook, Gmail with Buzz, Facebook with everything Media and journalism are becoming social and more dynamic Business and organizational models are increasingly being disrupted by social media Increased understanding of the power of social media to effect social change and power humanitarian aid Mobile is changing everything …

10. Thank You! Visit, participate & support SNCR at www.sncr.org Join me at NewComm Forum April 20-23, 2010 newcommforum.com Use discount code NCF500 to save $500 Contact me: Jen McClure (650) 387-8590 jenmcclure@gmail.com @jen_mcclure Skype: jenmcclure www.jenmcclure.com