Social media has fundamentally changed how content is created and consumed. User-generated content created by people's social networks now accounts for 62% of content consumption, shifting away from traditional top-down models. This has empowered customers to become audiences and communities who are savvy, fragmented, and want entertainment over advertisements. Brands must join relevant communities and facilitate ultra-niche discussions to engage these empowered users.

1. How Social Media is Changing the World

6. Fundamental Changes 62% of content consumed by people born after 1980 is created by someone they know

7. User Generated Content

8. Traditional Content Model

9. New Content Model

10. New Content Model

12. Customer to Audience to Community

14. Will it Blend?

15. Customer to Community

22. Social Filtering

25. Real life examples Zopa Ebbsfleet united Compare the Meerkat Obama Campaign www.usnowfilm.com/clips

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