Presentation given by Alliser Frost in November 2010 to Levitt Group members of the Chartered Institute of Marketing, UK.

1. from shoutingto conversing for

2. I’m Allister

3. I’d like totalk aboutthe revolution

4. 1x 15,000x

5. Our journey to connectedness Connectedness 1970 1980 1990 2000 2010

6. Thesocial media revolution

7. Social Media comprises online applications, platforms and mediafocused on collaboration, sharingand interaction between users. “It’s just people having conversations online”

8. Blogging Social Networking Video Sharing Photo Sharing RSS Podcasting Microblogging Bookmarking Search Professional Wikis Presentations

10. An average hour online +159% +11% +84% -66% -36% Source: UK Online Measurement Company, April 2010 (vs. 3 years ago)

11. Top 10 Uses of Social Media SHARING COMMUNITY 71% Meet new people Stay in touch with friends To feel like I belong 55% To share new experiences To share knowledge 62% 43% 61% 52% To promote myself Make contacts for work To earn respect To change opinions 51% 51% Fun / entertainment 44% 42% WORK PLAY Source: Universal McCann Wave Study 4 / % of active internet universe

12. Social Networks on top Source: Universal McCann Wave Study 5

13. How times have changed…

14. Trust

15. 90% of people trust recommendationsfrom people they know Source: Nielsen Online “Nielsen Global Online Consumer Survey”, July 2009

16. What do we trust? Trust completely Trust somewhat Don’t trust much Don’t trust at all CONVERSING SHOUTING Source: Nielsen Online “Nielsen Global Online Consumer Survey”, July 2009

17. Figure 1: Trust in action I’m loving my new Windows Phone 7! ME MY FRIENDS 2 in 3 investigate further of whom 1 in 4 make a purchase Source: Skywrite Agency research, 1,000 respondents, July 2010

18. Figure 2: Trust in action, gender differences 1 in 7.8 75% 17% 1 in 6.5 50% 31% Source: Skywrite Agency research, 1,000 respondents, July 2010

19. A day in the life of a Tweet Photo taken Posted toTwitter Retweeted Enters the blogosphere Posted toFacebook Indexed by Google/Bing Submitted to social bookmarking sites Forwarded around the web, forever Used in office e-mails Inspired by www.ngonlinenews.com

20. choiceschoices

22. crowd

27. advertising /ˈædvәˌtaɪzɪŋ/n. the cost of being boring.

28. From shoutingto conversing

30. Paid Owned Earned

31. “Blog smart”

36. on halloween we eat a lot of sausage. That’s tradition. Is anyone dressing up as a sausage for Halloween this year? next week is pub week, and sausage week, and then Halloween so we must eat pumpkin pie and toffee apples? Did I miss pie week?

37. If only it wasthat simple

38. TheExperts TheOblivious TheBig-heads TheIn Denials

39. vs.

40. Privacy? Contactability? Compliance? Governance? True cost? Best of breed?

41. Tips for senior marketers

42. Invest insocial leadership

43. Invest insocial players

44. Invest intools & expertise

45. Develop your SRO strategy

46. Listen, then engage

47. Go where the audience is

48. Createsocial objects

49. Use multiple interfaces

50. Make it better when shared

51. Show somepersonality Juvenile delinquent Companyrobot

52. Fail fast,learn faster(again and again…)

53. Can you afford to ignore the revolution?

54. Be interestingBe usefulBe yourself

55. Thank you for listening

56. http://allisterfrost.com © 2010 Microsoft Corporation. All rights reserved. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.