Keynote presentation for the 2011 AAAE Airport Social Media Summit — Oct. 24, 2011.

1. The State of Social Media
Airport Social Media Summit
Presented by Paul Roetzer (@PaulRoetzer)
Oct. 24, 2011

2. More Data Was Transmitted
Over the Internet in 2010
Than All Previous Years Combined
Source: Kirk Skaugen, Intel, via Mashable
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3. Cause and Effect
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4. @PaulRoetzer

5. 1) Change Velocity
• Technology innovation
• Consumer behavior
• Business software
• Online applications
• Communication patterns
• Marketing philosophies
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6. 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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7. 3) Success Factors
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8. What is Social Media?
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9. Consumer-generated content.
We are all the media, the publishers.
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10. People trusting the opinions of their peers
and collaborating online.
Source: Boston Logan International Airport Facebook Page
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11. Consumers choosing when and
where to interact with brands.
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12. Listening, learning and
building relationships.
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13. Building authentic and
personal connections.
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14. Creating value.
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15. Source: How to Build Your Inbound Marketing GamePlan
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16. The Channels
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17. 40 percent of Twitter’s active users don’t tweet
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18. 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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19. @PaulRoetzer #CAKSoMe

20. The fastest growing social network ever
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21. @PaulRoetzer #CAKSoMe

22. “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
Source: Reuters
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23. Google+ Numbers & Notes
• Introduced June 2011
• 40+ million users
• More than 4 billion photos uploaded
• Brand pages coming soon
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24. @PaulRoetzer #CAKSoMe

25. “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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26. 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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27. @PaulRoetzer #CAKSoMe

28. 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

29. @PaulRoetzer #CAKSoMe

30. 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
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31. The Model Professional
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32. The Case of Matt Cutts
Source: Is Matt Cutts the Most Powerful Man in PR?
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33. 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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34. 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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35. Hybrid Marketing Professional Traits
• Social-web savvy
• Inbound marketer
• Publisher
• Analyst
• Tech savvy
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36. The Case for Content
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37. “We all have a story to tell.”
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38. @PaulRoetzer #CAKSoMe

39. Potential Airport Uses
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40. What Matters to Travelers?
• Flight status
• Security wait times
• Ground transportation
• Food and retailers
• Special retail offers
• Customer service
• Friends nearby
• Carry-on FAQs
• Travel tips
• WiFi
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41. 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.
#CAKSoMe
@PaulRoetzer