What is social media?

Social media is a conversation online.

Look whos talking:
your customers
your donors
your volunteers
your employees
your investors
your critics
your fans
your competition....
anyone who has internet access and an opinion

Social media is changing our

world
The power to define and control a brand is shifting from
corporations and institutions to individuals and communities

The social media

conversation
The conversation is
not:
controlled
organized
on message

The conversation is:

organic
complex
speaks in a human voice

Social media is not a strategy or a tactic

its simply a channel.

Social Media offers a great opportunity for business to

reconnect with people (Facebook , twitter, Linked In,
Youtube,ficker,myspace etc)

 Social media winds up entering a majority of

the conversations about business development
and marketing.
Social Media isnt about the tools, its about how
the tools make it easier to facilitate
conversation.
5 strategies for a captivating social media
conversation:
Listen, Surround, Facilitate, Participate, Engage.

Brands at Risk
In view of the self-reported findings, nearly four
in five markers say they're concerned about
their brand being at risk:
57% say they're aware their brand is somewhat at
riskand are taking action.
13% agree their brand is at risk, but haven't taken
action.
7% say their brand is at risk, citing major concerns,
but say they're not sure how to take action.

Less than one-quarter (22.71%) say their brand

is not at risk.

Similarly, three-quarters (75%) of marketers expect

their social/digital marketing expenditure to
increase over the next year with 23% projecting
increases of 25% or more.

Other Key Findings

Most marketers focus on creating a customized brand
experience for at least one channel: Only 9%
acknowledge they don't personalize any channel.
Many marketers are limited in analytical competency:
28% struggle to tie analytics back to the campaign
strategy and 29% have basic analytical skills.
66% of marketers report friction between IT and
marketing for a variety of reasons, including
implementation issues (21%), budget (17%),
prioritization (15%), and marketing tool selection
(13%).

About the data: Alterian's Eighth Annual

study is based on a survey of 1,500 marketers,
agencies, marketing services providers (MSP),
and systems integrators (SI), conducted from
October to December 2010.