The Top 10 Ttrends in Social Media - How to Adapt and Use them to you…

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Story – Talking to my Grandfather on a mobile phone for the first time We live in a world of magic and mystery that we often take for granted Flying here at 8km with the temperature 30cm away at minus 50 degrees flying at 1000 kmh, while sipping champagne AN Watching technology weave its magic is summed up in the quote by the science fiction writer, Arthur C. Clarke. “ Any sufficiently advanced technology is indistinguishable from magic “ . Introduction 1. Looking into the future is always fun and science fiction writers have had their creative ideas on robots, mobile communications and other seemingly magical devices often turn into reality. In fact, even cartoonists have predicted the future with Dick Tracy ’ s phone watch becoming a real device. Watching technology weave its magic is summed up in the quote by the science fiction writer, Arthur C. Clarke. “ Any sufficiently advanced technology is indistinguishable from magic “ . 2. One of the major drivers of changes to society and technology is the evolution of the mobile phone from a dumb device that just makes calls and texts to a web connected “ smart phone ” . We are seeing the decline of Nokia and the Rise of Apple because one company picked up a future potential trend and the other failed to react. Shop owners who have ignored the trend of online shopping are either struggling to survive or going out of business 3. The Decline of MySpace and the rise of Facebook sometimes comes down to being in the right place at the right time with the right product 4. Who would have thought that social gaming would become a multi-billion dollar business in just two years with Zygna (the creators of Farmville and Mafia Wars on Facebook) now the most valuable games company in the world with annual revenuesset to pass $1 billion next year. Zygna has filed for an IPO this year with its value estimated at between $15 billion and $20 billion. 5. Picking trends can be the difference between fortune and extinction!.

What are some trends that have have changed our lives over the last 100 years The Model T Ford that changed how we travelled provided freedom and also mass manufacturing Television that spread ideas and changed entertainment and marketing forever The Personal Computer that put computing power in the hands of the everyday person These all disrupted industries and changed how we lived and communicated Disruption and Momentum! Trends!

So what are the significant trends this century? Some we call it the The Knowledge economy or The Information age where three screens of Where our lives rotate around 3 screens TV Personal Computer Mobile devices

So what are the significant trends this century?

So what are the significant trends

Just Add the Smart phone The Web connected tablets Social Networks You have a revolution in communication, shopping, publishing and marketing Some have called it the democratization of “ marketing ”

The Numbers Gartner predicts that by the end of 2012, the number one way that consumers will be interacting with the Internet is via their smartphones and tablets 350 million users of Facebook ’ s 800 million users are are accessing via smartphone Majority of Twitter traffic from mobile 55% 400 Million YouTube views on Mobile devices per day!

On the train While walking Before going to the bathroom

The invention and evolution of the computer in your hand, the “ smart phone ” that is connected to high speed broadband Internet is revolutionizing our communications and society. Facebook and Twitter apps are enabling people to take their social networks with them. The latest change to this ongoing trend is that Twitter is now embedded in the Apple iOS5 mobile operating system at the menu layer. Twitter has seen user acquisition increase by 300% since the launch. Does this signal the end of the humble simple “ text ” ?

Google ’ s search results are determined by complex algorithms designed and developed by hundreds of clever mathematicians wearing white lab coats and calculated by computers in dark humming data centers. Google in 2011 started rolling out its “ +1″ button that they are starting to indicate will be the start of the rise of ” social signals ” that will be used to determine what content is being voted on as valuable by humans rather than just machines. Google and Bing have increased the visibility and priority of social networks in search results. You may have noticed over the last 12 months that YouTube videos, Facebook pages and LinkedIn profiles and other social media are ranking higher in search results when conducting an online search.

Google takes your Brand and ranks the social networks on page one of the search on your brand

Google + is “ Core ” to its whole strategy as it rolls out social signals and and capturing of these across all its web properties such as Picassa Google ads YouTube They saw it as so core that the top executives bonuses were tied to Google Plus success and they invested over half a billion dollars in its development prior to launch! http://searchengineland.com/bing-now-with-extra-facebook-see-what-your-friends-like-52848

The rise of FourSquare has made checking in for specials in your local area a reality…. again driven by the “ smart phone ” . The mobile web will continue to make a major impact over the next 5 years as the worlds more than 5 billion phones become “ Smart ” Another part of this local social marketing trend is the new development of post code targeting capability in social media marketing on Facebook which is being rolled out in the USA. The self serve paid Facebook marketing platform is now starting to include postcodes along with the other demographic data that Facebook has in its database about you.

The rise of FourSquare and Facebook “ Places ” has made checking in for specials in your local area a reality…. again driven by the “ smart phone ” . The mobile web will continue to make a major impact over the next 5 years as the worlds more than 5 billion phones become “ Smart ” Another part of this local social marketing trend is the new development of post code targeting capability in social media marketing on Facebook which is being rolled out in the USA. The self serve paid Facebook marketing platform is now starting to include postcodes along with the other demographic data that Facebook has in its database about you.

Foursquare Stats FourSquare -15 million 4 million check-ins per day 30 million venues world-wide 600,000 merchants using the business tools/ offers products 170,000,000 (170 million) API calls per day Loopt – 5 million users More Journaling features, not a game like Foursquare MyTown – 4.5 million users The app will utilize the Google Maps API to display the 20 most popular places near a user ’ s current location, and will also allow for the game ’ s newest feature – product check-ins. For those unfamiliar with that feature, it allows you to scan bar codes on particular products (after solving short riddles to decipher what the product in question is) to receive special prizes in the game.

Critical Mass is important for a large enough community of participants and it appears that Foursquare is approaching a large enough base to do this (at least in the USA) The challenge of social media marketing is that it is hard to target geographically and for a location based retailer that is essential. Here are 3 Ways to drive traffic and conversations Shopping Centers – reward with coupons An Event – had to check in to win Market a Country - Britain Discounts for Checkins: Westfield Valley Fair A simple but powerful way to use Facebook Places is to reward fans for every checkin. Westfield Valley Fair, a premium shopping center based in Santa Clara, CA, wanted to use Facebook Places to bring more shoppers into the center and to promote its merchants. The company worked with social media marketing company Fan Appz to launch a location-based marketing program that gives shoppers valuable merchant coupons when they check in at the Westfield center. In its initial campaign, Westfield enticed shoppers with a 15% off coupon at Betsey Johnson if they visited and checked in at the shopping center, which the company reports has driven an increase in checkins. They ’ ve since introduced a number of other offers, including a 25% off coupon at Gap.

3. Creating Event-Specific Places: Onitsuka Tiger by Asics Onitsuka Tiger by Asics also used Facebook Places in a brand marketing campaign as part of its sponsorship of the Sydney Bicycle Film Festival, working with retail marketing agency IdeaWorks. The strategy was to make the Onitsuka Tiger brand a key engagement point at each of the 10 events of the four-day festival. To do this, the team visited each venue to create unique Facebook Places, naming them as “ Onitsuka Tiger Check In Points, ” so that when festival-goers were prompted to check in, they ’ d be checking in at the “ Onitsuka Tiger Check In Point @ The BFF ” instead of at the venue. Attendees were then asked to check in with Facebook Places at three of the event locations and answer a question on the Onitsuka Tiger Facebook Page for a chance to win a custom bike as well as Onitsuka Tiger gear. The company has shared publicly that more than 50% of attendees at the first event checked in; if this is any indication of the rest of the program, the campaign looks to have been a huge hit.

This was done to promote Landmarks and Britain as a whole The program encourages visitors to check in every time they reach a notable British location and write a review of what they find This information then automatically updates a “ Top 50 UK Places ” leader board on VisitBritain ’ s LoveUK Facebook Page Results - 250,000 visits to the Top 50 Places page. VisitBritain ’ s fan numbers have also spiked by 34% since the start of the campaign. Creating brand awareness as well as increasing Facebook fans It appears that Facebook is not pursuing Facebook places as a competitor to Foursquare but as a means of collecting geographical data that will help it target users with emails and Facebook geo targeted FB advertising http://www.shansin.net/5-creative-facebook-places-marketing-campaigns/350/ VisitBritain, the UK tourism promotion agency, and Betapond, a Facebook and social technology development company, recently launched a Facebook Places program that uses a leader board (among other tactics) to promote various UK landmarks and the country as a whole. The program encourages visitors to check in every time they reach a notable British location and write a review of what they find. This information then automatically updates a “ Top 50 UK Places ” leader board on VisitBritain ’ s LoveUK Facebook Page. Dubbed “ a global guest book ” for Britain, VisitBritain hopes the leader board will become an influential barometer showing shifts in opinion about the UK ’ s most popular icons, landscapes and attractions. The program has already driven tens of thousands of check-ins in just a few weeks, with more than 250,000 visits to the Top 50 Places page. VisitBritain ’ s fan numbers have also spiked by 34% since the start of the campaign.

E-Commerce has been with us for nearly 15 years and is now producing a major negative impact on “ bricks and mortar ” stores that are not also online. It is predicted that 20% of total retail sales will be online over the next few years. Over the last 12 months technology has emerged that allows you to take your shop (via “ Apps ” ) to the Facebook “ network ” so that users do not have to leave the Facebook eco-system to buy their favourite brands. In fact many of the worlds top bands and musicians have their own Facebook store on their “ Fan Page ” Commerce is now becoming “ Omni Commerce ”

Omni Commerce – ” Commerce everywhere ”

One in 4 people have made a purchase via Brands Facebook Store

http://www.commerceonfacebook.com/2011/12/02/what-is-driving-the-growth-in-social-commerce/

Games used to be played on a field or park, around a board in the middle of a table or with a deck of cards. Gaming has been redefined with the evolution of “ Social Gaming ” enabled by rich multi-media and easy to use social networks. Zygna (which was only founded in 2007) has usurped traditional gaming companies by developing Farmville and Mafia Wars that Is currently played by 230 million Facebook users every month. In 2010 Facebook and Zygna signed a 5 year agreement on the use of Facebook credits which returns 30% of all games revenues to Facebook. Revenues will exceed $1 billion in 2012 which is achieved through the sales of “ virtual ” products.

6 Billion is predicted to be spent by Internet users on virtual goods in 2013 $2.2 Billion spent in 2009 41% of users have made repeat purchases on social games USA gamers average expenditure per user is estimated at $74 in just 4 months

One in five Americans over the age of six has played an online social game 83% of participants use Facebook to play online games Zynga was started in 2007 – Games such as Farmville (2009), Mafia wars and Texas Holdem Poker – over 200 million monthly users and will earn over 1 billion in 2012 selling virtual products (it is currently valued around $10 billion) EA acquired Playfish for $400 million – currently attracts 55 million users per month Disney acquired Playdom for $763 million – 42 million monthly players Happy Farm (launched 2008) – Chinese social game developer inspired Farmville up to 23 million active users in China and Taiwan Business model for Zynga is virtual currency and partner businesses

Can playing games really help your brand? Perhaps they can. As long as you ’ re not the one playing them. You might actually be able to help your brand by encouraging your community members and your target audience to play games. Building brand identity online isn ’ t just about getting your name “ out there ” on the Internet with the help of advertising,social media profiles and press releases spread far and wide. Building brand identity includes an element of community building, and engaging your audience on a variety of levels. Your customers need to feel as though they are interacting with you in some way, and that you are providing them with a satisfying experience. Social gaming can help you engage your audience while creating brand awareness. Indeed, the recent IPO of social gaming giant Zynga illustrates how popular these games are becoming and how much people have invested in these games, emotionally and financially. More and more people are interested in social gaming. Indeed, social gaming is becoming an essential part of the fabric of online interaction. From collecting badges on their favorites web sites, to competing with their Facebookfriends while playing Bejeweled Blitz, to building an agrarian empire with FarmVille, social gaming is one way you can build your brand. You can even, if you are ambitious enough, build your own social game, meant to encourage your customers to engage with each other on your site, or your Facebookpage. Image credits: -Holding hands- by spekulator The benefits of building brand identity in an online community aren ’ t immediately obvious. This is because the value of your online community can ’ t be readily translated into dollars. However, a community that comes to your web site regularly, and interacts with your brand, because of a social game, can eventually result in dollars. At the very least, your brand has the potential to be better recognized and develop a loyal following. Your audience is probably going to be playing games. You want to make sure that your brand is part of that reality. Community members are more likely to be loyal fans — and loyal customers. You want your audience to feel as though it belongs to something special and something “ real. ” For many, cyber interactions are just as real and intense as those experienced offline. As a result, creating a space for people to feel a part of your online community, with the help of social gaming, can really help you grow your brand. Image credits: table football game by JR3 Provide your audience something fun to do on your site — and access to exclusive information. Many companies are adding badges to their web sites. Users have the chance to “ earn ” badges — and share them on their Facebookprofiles. This provides community members a chance to feel a sense of achievement, and then share it with members of their network. Not only does it encourage repeat visits by people who are already customers, but badge-sharing can mean that your brand finds a new audience through the power of social networks. You can also create a point system, or a system in which badges “ unlock ” certain features. This allows you to provide “ premium ” or “ exclusive ” content to some members of your community. Audience members will be more likely to engage with your brand if they can feel special in some way. Providing game high-performers with the ability to “ unlock ” features and maybe even win free stuff helps your audience members build an investment in your brand.Adding a gaming element to your brand can tie them tightly to your brand, and even spread the word about you, especially if your game “ levels ” include special features and prizes when your community members bring others into the fold. Image credits: Bus Advert by latinic Another, more practical, use for social gaming is direct advertising. You can include your brand in social games that others enjoy playing, offering special deals, or the chance for players to buy your products (virtually or in “ reality ” ). In some cases, social gamers are willing to pay real money for virtual goods. In these cases, it is possible to earn money without providing a physical product. If you can provide virtual products that appeal to your audience, you are more likely to encourage them to return, and invest more in your company, offline as well as online. That ’ s brand-building and customer loyalty on a new scale. Directly reaching out to those playing social games can provide you a way to expand your brand, and perhaps even bring in direct sales. Anymore, users expect to see ads and “ sponsors ” everywhere — even in games or the other media like on the sticker printing . You can use this to your advantage with the help of in-game “ product placement. ” Finally, it ’ s possible for you to build your brand by participating in fundraising efforts through social gaming. Some social games allow players to use actual money to purchase special items in games. The proceeds then go to charity. You can associate yourself with such efforts, pairing your brand with efforts to fight world hunger, support under privileged local kids with scholarships, or provide earthquake victims with relief. While this doesn ’ t directly put money in your pocket, it still helps your brand, and when you are building your brands identity, a little positivity can go a long way. People like to see that companies are doing good around the world. Building goodwill with customers and community members can help you gain their loyalty, while at the same time helping you position yourself as a leader in local and global philanthropic efforts. Social gaming represents a growing trend. Indeed, social gaming is a trend growing at a rather rapid pace. People are connecting all over the world, and integrating games into their every day lives. They compare scores with their friends on social media, and play games together. Your brand has a chance to take advantage of this growing trend. You can build brand identity, and cultivate a loyal online community, simply by including a little more social gaming in your efforts.

Publishing is transforming rapidly from offline print to online platforms with the rise of global blogs that attract tens of millions of readers every month. Huffington Post which started as a political blog was recently sold to AOL for $315 million. Traffic to these these blogs are driven by social networks and the Huffington Post handles over 1 million comments every month from more than 35.6 million unique visitors. In fact in June, 2010, traffic to the Huffington Post passed the doyen of traditional media, The New York Times. Blogs on various topics from social media (Mashable) politics, food and technology are attracting millions of global readers every month.

It seems that certain types of online blogs and magazines seem to do better than others eg Technology Blogs Fashion Politics News Examples of Traffic to Top Blogs and Online Magazines Mashable blog is ranked in the top 200 websites in the world and receives nearly 30 million hits per month Engadget Technology Blogs traffic is estimated at 5 million hits per month

Niche industries were in the past restricted by geography, technology and the tyranny of distance. Now they are able to become multi-million dollar enterprises with the global reach of social media that is not restricted by place, time and poor logistics. Examples of this include “ AussieBum ” (sells mens underwear globally) and “ AquaBumps ” (which sells digital photography around the world focusing on water, surfing and beach images). It is not only the revenue of these social network enabled businesses that surpasses the previously location bound industries but the speed at which they scale which is due to the virality of social networks including Facebook, YouTube and Twitter.

Taking it from the village to the world! Facilitated by social media

The rise of social networks and smart phones has led to the rise of social apps. The iphone has now over 500,000 apps in the Apple “ App ” store. Not all are social but many are Generic platform Twitter app Facebook app – more than 250 million people access Facebook through their mobile devices Specific Vertical social apps Food apps - Foodspotting Photo apps like Instagram

http://thenextweb.com/apps/2010/12/27/10-best-social-mobile-apps-of-2010/ http://venturebeat.com/2012/01/09/mobile-app-usage-up/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Venturebeat+%28VentureBeat%29 http://mashable.com/2011/11/27/niche-social-marketing/

1. Instagram Instagram is a free photo sharing application that allows users to take photos, apply a filter, and share it on the service or a variety of other social networking services, including Facebook , Twitter , Foursquare , Tumblr , Flickr , and Posterous . 10 million plus registered users and over 1 million app downloads, Apple announced it app of the year 2011. 150 million photos uploaded 2. Foodspotting App has been downloaded more the 1 million times. It is a photo-sharing service for foodies, It has apps for iPhone and Android apps with a new Follow feature. The Foodspotting website has allowed you to follow your favourite people, places and dishes for some time and this functionality has now been ported over to the mobile apps. From the Follow tab in the app, you can see which of your friends are on Foodspotting, follow recommendations from your friends and follow your favourite restaurants and foods. Additionally, you can follow food experts such as the Travel Channel and Marcus Samuelsson . http://www.scribbal.com/2011/08/foodspotting-hits-1-million-app-downloads-adds-follow-feature-to-iphone-and-android-apps/ 3. Flipboard 5 million users and 1 million downloads in 1 week Flipboard is a social magazine application and company founded in 2010 by Mike McCue and Evan Doll. The company is based in Palo Alto, California in the United States . The Flipboard application is for Apple's iPad tablet computer. The application collects the content of social networks and other websites and presents them in magazine format on the iPad . The application is designed specifically for the iPad 's touch screen and allows users to &quot;flip&quot; through their social networking feeds and feeds from websites that have partnered with Flipboard. The application was updated to add support for Apple's iPhone and iPod Touch in December 2011. Spotify 4. Spotify is a Swedish-founded, UK-headquartered DRM -based music streaming service launched in 2008, offering streaming of selected music from a range of major and independent record labels , including Sony , EMI , Warner Music Group , and Universal . After Facebook f8 it was sgning up 250,000 users a day after announcing full Facebook integration and be included in the new verbs (action words) such as “ listening “ functions that are appearing in the ticker of Facebook

1. Custom Welcome Page “ App ” by PageModo Pagemodo created a Facebook app that makes it easy for brands to create a much more visually and user friendly “ Welcome ” page tab as well as other tabs with website type functions. This Facebook app has as its bragging rights: 300,000 daily active users (DAU) 6.5 million monthly active users (MAU) Their description of what the app can do “ Create stunning and engaging custom welcome pages and tabs for your business page on Facebook. No coding or FBML required! ” 2. Band Profile “ App ” by ReverbNation ReverbNation.com is the leading online music-marketing platform used by over 1,721,000 artists — plus managers, record labels, and venues — to grow their reach, influence, and business across the internet. ReverbNation.com provides free and affordable solutions to individual artists and the music industry professionals that support them in the areas of web promotion, fan-relationship management, digital distribution, social-media marketing, direct-to-fan e-commerce, fan-behavior measurement, sentiment tracking, web-site hosting, and concert booking and promotion. The Band Profile Facebook app that they have created to complement their web based platform is one of the top musician and artist apps on Facebook Their bragging rights are that there are currently 621,000 daily active users (DAU) 12.3 million monthly active users (MAU) Their description of what the app can do “ Promote your band with this application for musicians and artists. Upload music, photos, show schedules, and more. Customize your page and get a Free Music player for all types of bands, hip-hop, rock, alternative, pop, blues, country, and more! ” Contest “ App ” 3. “ Contest ” Facebook app by Wildfire Interactive can create contests for Fan Pages that enables companies & agencies to easily create & launch branded contests within minutes on Facebook Fan Pages. The following contest formats are available: Photo contests Video contests Design contests Logo contests Essay-based contests Their bragging rights are that there are currently 30,000 daily active users (DAU) 600,000 monthly active users (MAU)

Thinking about how your business can leverage one of these niche networks or a network Members of these communities won ’ t respond well to advertising messages; instead, take the time to understand the networks ’ specific culture and then determine how to assimilate and participate in a manner that supports overall goals, such as increased brand loyalty and awareness. According to Barnes, “ Participation should be consistent and authentic, behaviour that makes sense for site etiquette. These niche communities, as strong as they are on their own, cannot exist in a silo. For them to truly succeed, they must be part of your larger brand story and be supported by the other channels. ” Instagram examples Fashion Modcloth: We want to make fashion accessible to all women, and Instagram makes beautiful photography possible from your iPhone . ” ModCloth shares Instagram images a few times each day — everything from marketing campaign images and photo shoot accessories to bloggers and staffers donning Modcloth ’ s trendy clothes Food.Instagram - Jamie Oliver Hmanizes the brand and taps into the next emerging trend

Flickr was one of the first social photo sharing sites but there has been a rise in new platforms such as Tumblr and Pinterest

http://blog.hubspot.com/blog/tabid/6307/bid/31147/The-Ultimate-Guide-to-Mastering-Pinterest-for-Marketing.aspx?utm_source=twitterfeed&utm_medium=twitter&utm_campaign=Feed%3A+HubSpot+%28HubSpot%29 1. Pinterest This social network is a place to organise and share online images that you find interesting or inspiring and continues to reinforce the trending growth of an increasingly visual social web. Pinterest has grown 4,000% in the last 6 months and is now threatening to break into the top 10 social networks with more than 4 million unique users. Its users are extremely engaged, it keeps its users logged on for long periods of time and ranks as number three at 88.3 minutes per user per month behind Facebook and Tumblr respectively. 2. Tumblr Tumblr is a multimedia rich microblogging platform that allows users to post text, images, videos, links, quotes and audio to their short form blog. It is about ease of use. The numbers for this platform are too significant to ignore. 900% growth in the last 12 months 90 million users compared to only 10 million a year ago Addictive and highly engaged audience with 2% of its audience making up 43% of total visits The engagement on Tumblr is only second to Facebook at an average of over 141 minutes per month per user. Ease of use and making it simple to post images plays into a web that embraces high definition and addictive images. 3.Slideshare

Fragmentation of Media from early 1900 ’ s to 2012 In the 1940 ’ s Basically 6 Media Types: Radio Newspaper, Magazine, Cinema, Theater and Poster In 2012 We have over 38 types of media including CD ’ s, Podcasts, Blogs, Online video, Flickr, iTunes, Satellite radio, Mobile phone, Tablets, Email, Internet, TiVo, Video recorders In the Digital Age we have convergence Look at your mobile phone News, Music, Video, GPS, News, Weather, Twitter, Radio, Television, Watch, Magazines (blogs) The challenge for traditional media is that Isn ’ t searchable Can ’ t be watched when I want Can ’ t be viewed on the hardware platform I prefer and use (Tablet, Pc, Laptop or mobile) Doesn ’ t build an online asset for the brand The 6 Channels of Convrgence 1. Television – the one screen Now we have the three screens, TV, Computer and Mobile The Apple rumours on doing to TV what it did to the music industry and the mobile industry – Disrupt! It has the ecosystem the content the platforms and the technology and marketing savvy TV and Twitter being used in unison Online Video and Television Advertising 2. Films 3. Newspapers, Blogs, Twitter and Facebook Citizen Journalism – blogs now appearing as part of mainstream papers User generated content provides feedback and interactivity beyond weekly circulation figures. 4. Traditional Radio for Music, News and Sport Now - Apple iTunes, Spotify, Last FM and more! 5. Specialist Magazines Blogs, RSS and online magazines, Wired, Fashion, Food, Entertainment 6. Traditional Email Social and Email being integrated

The three screens TV, Computer and Mobile and their integration is leading to merging of traditional and social media. Media is being humanised and integrated into all media Social and Email being integrated TV and Twitter being used in unison Online Video and Television Advertising Citizen Journalism – blogs now appearing as part of mainstream papers User generated content is democratizing publishing. The Apple rumours on doing to TV what it did to the music industry and the mobile industry – Disrupt! It has the ecosystem the content the platforms and the technology and marketing savvy

http://venturebeat.com/2012/01/09/samsungs-smart-tv-evolves-at-ces/

http://www.youtube.com/watch?v=owGykVbfgUE Paid, Owned and Earned

The Top 10 Ttrends in Social Media - How to Adapt and Use them to your Advantage for your Business

Jeff Bullas

The Top 10 Ttrends in Social Media - How to Adapt and Use them to your Advantage for your Business