How ‘Social’ Is Your Social Media?
…And Why It Matters!

Putting Words Into Context
 The adjective "social" implies that the verb
(or noun) to which it is applied…is somehow
more communicative, cooperative, &
moderated by contact between people.

Words Into Context cont…
 The word media refers to any tools used to
store & deliver information or data
 Today’s social technologies enable people &
businesses to create their own media
 This media is a means of getting their own
audiences…through attention, attraction
& affinity

Markets Are Conversations
 Billions of conversation are flow through the
web daily. But static conversations get
little attention.
 Among 100s of millions of web sites, >80%
have static content. The content never
changes & subsequently does not engage
"people" in relevant and rewarding dialog.

Is Your Media Static?
 Static means showing little change,
characterized by lack of movement or
progression. A ‘static conversation’ is one
which doesn't progress towards improvement
by either party engaged.

Is Your Business Static?
 In business, if your not engaging with the
market…you’re likely not making any real
progress or movement towards a goal. In
other words your business becomes
static.

What Drives Social Media?
 In today’s economy, traffic is an indicator of
market engagement. Market engagement is
an indicator of interest and attention.
 Your Social Media presence can draw
attention, but unless you are providing
progressive content (rather than static
content), your not creating an attraction, an
affinity, or subsequently…an audience.
Get It?

Where Is the Market Looking?

Common ‘Visitor’ Data

Is Their Traffic Progressing?
 Statistically stable. In other words static!
 These brands spend in excess of $300
Million on advertising
 They are attempting to be “social”…but their
content and news is old!
 Most Old Media Doesn’t drive what’s needed:
“Social Media”

Does Old Media Attract Revenue?

Forbes Magazine

Why Is Traffic Down?
 Forbes’ site forces viewers to view an ad when
you enter the site
 Then they try to trap you into registering for their
site before you can view the content
 Anti social behavior does not keep an
audience: 20% reduction in traffic resulted (Yr 1)
 Stealing time & productivity is Anti Social

Business Exchange

What Is The Difference?
 Consider the traffic of Business Exchange
vs old media sites - which has the
greatest % chg?
 The answer is clear. “Interest in Media”
has changed from the old model to the new
model…driven by consumers.
 Business Exchange is driven by the
media created by the people rather than
by the traditional model of media

Why Is Traffic Important?

How Important is Social Media?

Why Search Is Important

How Do You Rank?
 Traffic Creates Ranking
 Ranking Indicates Engagement
 Engagement Creates Connections
 Connections Create Relations
 Relations Create Opportunity
 Opportunity Creates Revenue

Why You Need Social Media?
 77% of all Internet users read blogs.
 45% of all Internet users have started blogs.
 30% of blog readers spend most of their time reading
news and current affairs blogs.
 25% of blog readers spend most of their time reading
opinions on products and brands.
 36% of Internet users think more positively about
companies that use blogs.
 32% of Internet users trust bloggers opinions on
products and services.

How’s Your Web Site Doing?

Google Search Trend: ‘Social Media’

What is your Competition Doing?
 They are learning quickly
 They are positioning
 They are engaged
 They know it is important
 They are after your customer

The Latest Facts Say A Lot
Is
Your
Business
Best in Class?

The ROI From Conversations

Push vs. Pull: Which Is Better?

Self Center Conversations
How responsive are you
when engaged w/a self-centered
person, or someone who
ignores you, or someone
who never responds
to your needs.
Get it?

Conversational Currency Cycle

Creating Currency Is A Process

Word Of Mouth Marketing
KFC sold out of Chicken within a few hours!

Conversational Currency
 It’s Not about You
 It’s Not just about Product
 It’s Not about “Spam”
 It’s Not only about “Networks”
 It’s Not About “Pushing”
 It IS About “Conversation”

The Science of Networks
 Six Degrees
 Message Propagation
 Market Engagement
 To Be Heard: Be seen
 To Be Seen: Listen
 Listen To Add Value

Where Is Social Media Going?

Let’s engage in ‘Conversation’
 What Did You Get From This Presentation?
 What Does Your Business Need?
 Where Should You Start?
 What Do You Need?
 Will You Make The Needed Changes?
 How?

Thanks For Your Time!
The World Is Yours At the
Click of a Mouse
jay.deragon@gmail.com
www.relationship-economy.com