1. How does IDC define social media? 2. What is the size of the market? 3. How has social media evolved? 4. How is it changing the way consumers and businesses communicate? 5. Case Studies 6. IDC U.S. social networking behaviors and attitudes survey data 7. Implication of research and essential guidance

1. Social Media @Home and @Work: Understanding Who Is Using and Why Caroline Dangson Research Analyst New Media and Entertainment IDC

11. Changing the way we communicate @home and @work

12. Overwhelmed?

15. Social Networking Applications User Behavior is Driving Demand Q. Which of the following do you READ OR BROWSE three or more times per week for business? Source: IDC #206176, Web 2.0 at Work: Adoption of Tools for Personal and Business Use

16. Social Networking Applications User Behavior is Driving Demand Q. Which of the following do you CONTRIBUTE to three or more times per week for business? Source: IDC #206176, Web 2.0 at Work: Adoption of Tools for Personal and Business Use

17. Customers Using Social Media To Talk about the Organization Frustrated with product or service Use social media to speak out Comments get to bloggers - influence social network Seeking to control the message Spending money on customer support, but still losing customers

18. Organization Learns to Participate in the Conversation and Shape It Connect Collaborate Share Comment Listen Engage Empower Support

20. IDC Survey Data

21. Consumer Social Media Usage Source: IDC U. S. Consumer Online Behavior Survey Results 2008 Part I: Stationary Internet Usage, n=4454

24. Younger Age Groups Drive SNS Usage Q: How often do you use SNS? ("use" vs. "don't use") Source: U.S. Consumer Online Attitudes Survey, IDC 2008. N=3000 As youngest groups age, we expect them to continue using SNS 83% 90% 74% 53% 35% 24% 14% 0% 20% 40% 60% 80% 100% 13-17 18-24 25-34 35-44 45-54 55-64 65+

29. User Experience – Consumers Use SNS to Keep in Touch Share Connect Q: Which statements describe why you use SNS? Check all that apply. (N=1619) Source: U.S. Consumer Online Attitudes Survey, IDC 2008. n=3000 0% 20% 40% 60% 80% 100% To be entertained by the content people post on their sites To make new contacts and find people with similar interests To share pictures and videos with contacts To find contacts I have lost contact with Because my contacts use it To keep in touch w/ current contacts 13-17 18-24 25-34 35-44 45-54 55-64 65+

34. SNS Users Click on Ads – Just Not As Frequently On SNS 20% 17% Q: How often do you think you click on an advertisement online? on SNS? (n=1619 SNS Users) Source: U.S. Consumer Online Attitudes Survey, IDC 2008. N=3000. Percentage of users who clicked on an ad at least once in the past year. 79% 57% 0% 20% 40% 60% 80% 100% All online ads Ads on SNS

38. Behavioral Targeting Promises Increased Relevancy, But Consumers Against It Q: Would you consider allowing Web sites to collect personal info about you in return for ads that fit your purchase intents? Source: U.S. Consumer Online Attitudes Survey, IDC 2008. n=3000

39. Circumstances Consumers Would Allow Behavioral Targeting Q: Under which circumstances would you consider letting Web sites collect personal information about you? Check all that apply. ( N=1239, those who would allow it without reservation and those under certain circumstances ) Source: U.S. Consumer Online Attitudes Survey, IDC 2008. n=3000 23% 34% 41% 61% 66% 67% 0% 20% 40% 60% 80% 100% Informs me with a pop-up window Service sends me email notification Notified in Terms of Service Service allows me opt out Service collects info. only if I opt-in I choose how much info. to give away

42. Essential Guidance Use social media tools to support direct marketing efforts

43. Essential Guidance You Must Be Social

45. Essential Guidance Empower customers to spread the message; Peers have greater influence.

48. We Are Human Source: http://www.chrisbrogan.com/youre-doing-it-wrong/

49. No Magic Formula