An introduction to what social media is, how it differs from traditional media, what social networks really share, and the implications for organizations who want to use them.

1. Social Media An Introduction NabilHarfoush June 2009 June 25, 2009 1 © 2009 Manara International Resources Inc.

2. Agenda What is social media Industrial vs. social media Elements of social media Social networks Why should you care Sample cases of social media use Emergence of Networks Moral of the Story June 25, 2009 © 2009 Manara International Resources Inc. 2

3. What is Social Media “Social media is content created by people using highly accessible and scalable publishing technologies.” source:Wikipedia June 25, 2009 © 2009 Manara International Resources Inc. 3

4. Industrial vs. Social Media Comparison in the following categories*: Reach Accessibility Usability Recency Permanence * Source Wikipedia June 25, 2009 © 2009 Manara International Resources Inc. 4

5. Industrial vs. Social Media June 25, 2009 © 2009 Manara International Resources Inc. 5

6. Industrial vs. Social Media June 25, 2009 © 2009 Manara International Resources Inc. 6

7. Industrial vs. Social Media June 25, 2009 © 2009 Manara International Resources Inc. 7

8. Industrial vs. Social Media June 25, 2009 © 2009 Manara International Resources Inc. 8

9. Industrial vs. Social Media June 25, 2009 © 2009 Manara International Resources Inc. 9

10. Elements of Social Media Content production tools Personal computers, laptops, net books Digital photo/video cameras Cellular phones (smart phones) Software applications Content distribution Industrial media Internet Social Networks June 25, 2009 © 2009 Manara International Resources Inc. 10

11. Social Networks: Sharing Content Blogs & Web Pages Personal journaling space Easy publishing & some interaction (feedback…) 133 Million blogs indexed by Technorati (Feb 2009) More than 12 Million Americans maintain a blog 346 Million people are reading blogs globally On average 900,000 new posts every 24 hours Blogger, Wordpress etc. June 25, 2009 © 2009 Manara International Resources Inc. 11

12. Social Networks: Sharing Content Photo sharing sites Personal photo space Easy publishing & tagging Flickr, myPIX etc. Flickr reached 3 Billion photos in Nov. 2008, but Still behind Facebook with10 Billion photos June 25, 2009 © 2009 Manara International Resources Inc. 12

13. Social Networks: Sharing Content Video Sharing Sites Personal video & multimedia publishing space Youtube, Vimeo etc. Over 70 Million videos (March 2008) 100 Million videos viewed per DAY 13 Hours of video uploaded every MINUTE Music Sharing Sites iTune, LimeWire, Kazaa, etc. June 25, 2009 © 2009 Manara International Resources Inc. 13

14. Social Networks: Sharing People Like content sharing, SN have easy multimedia publishing capabilities with communications functions Plus: SN share human connections: family, friends, colleagues … Plus: SN share context information: moods, activities, causes… Facebook, MySpace,Ning etc. >200 M active users (100M login at least once/day) >10 M videos uploaded each month > 1 B content pieces shared each WEEK > 2.5 M events created each month > 30 M accessing FB via mobile devices LinkedIn, Xing,etc. SN have many third party applications (52,000 for FB alone) June 25, 2009 © 2009 Manara International Resources Inc. 14

15. Social Networks: Sharing More Emergence of Public Micro Messaging (PMM) in SN: PMM like SMS, but publicly broadcasted to SN members Concise (limited to 140 characters/message) Leaders & Followers: You can be both at the same time! Tribes, herds, and all the other groups we may belong to SN are sharing conversations, learning, and knowledge Real-Time participation and trending Twitter 3 M tweets per DAY (March 2008) Most popular user has > 1.4 M followers June 25, 2009 © 2009 Manara International Resources Inc. 15

16. Why Should You Care? Simplistic answer: Because everyone else is doing it, and it seems to be working! June 25, 2009 © 2009 Manara International Resources Inc. 16

17. Why Should You Care? A better answer: Because you need to participate in the emerging Networks of Conversations Trust Communities June 25, 2009 © 2009 Manara International Resources Inc. 17

18. Networks of Conversations The case of The initial deed June 25, 2009 © 2009 Manara International Resources Inc. 18

19. Company Response June 25, 2009 © 2009 Manara International Resources Inc. 19

20. Networks of Conversations The case of The initial deed Company response June 25, 2009 © 2009 Manara International Resources Inc. 20

21. Networks of Trust The Obama Campaign Personal Fundraising Neighbor to Neighbor June 25, 2009 © 2009 Manara International Resources Inc. 21

22. Personal Fundraising June 25, 2009 © 2009 Manara International Resources Inc. 22 70,000 people raised $ 30M using Personal Fundraising!

23. Neighbor to Neighbor June 25, 2009 © 2009 Manara International Resources Inc. 23 In the 4 days preceding the election, 3 Million calls were made using N2N

24. Networks of Communities The Obama Campaign Clear Value Proposition Genuine respect June 25, 2009 © 2009 Manara International Resources Inc. 24

25. Clear Value Proposition: Hope. Change. Action June 25, 2009 © 2009 Manara International Resources Inc. 25

26. Genuine Respect: Opening Access to Events App. June 25, 2009 © 2009 Manara International Resources Inc. 26

29. Moral of the Story Conversations Are 2-Way = Real Listening Real Listening = Readiness to change & adapt as conversation progresses Trust Trust requires authenticity – You can’t fake it Trust is a long-term relationships Community Genuine respect for your ecosystem (customers, partners, employees, competitors, community, environment…) Genuine value to all your ecosystem June 25, 2009 © 2009 Manara International Resources Inc. 29

30. To Learn More For support in your own strategy: www.manara.ca nharfoush@manara.ca www.twitter.com/nabilharfoush For more on SN in Obama’s Campaign YES WE DID, Book by RahafHarfoush Available online at Amazon June 25, 2009 © 2009 Manara International Resources Inc. 30