Introduction
Chapter 1 Word of Mouth Goes World of Mouth
Chapter 2 Social Media = Preventative Behavior
Chapter 3 Social Media = Braggadocian Behavior
Chapter 4 Obama's Success Driven by Social Media
Chapter 5 I Care More about What My Neighbor Thinks than What Google Thinks
Chapter 6 Death of Social Schizophrenia
Chapter 7 Winners and Losers in a 140-Character World
Chapter 8 Next Steps for Companies and The "Glass House Generation"
Chapter 10 Other Insights and FAQs
ROI Examples:
[2] James Carville, "It's the economy, stupid." Wikipedia, accessed April 23, 2009, http://en.wikipedia.org/wiki/It%27s_the_economy,_stupid.
[3] Barack Obama, Election Night Speech, Chicago, November 4, 2008.
[4] Hitwise, June, 2008.
[6] Christoph Marcour, personal interview.
[7] Business Analysis and Research, Newspaper Association of America. October 2008, http://www.naa.org/TrendsandNumbers/Advertising-Expenditures.aspx.
[8] Daisy Whitney, "SNL Palin Skits: Seen More on Web Than TV," TVWeek, October 1, 2008, http://www.tvweek.com/news/2008/10/snl_palin_skits_seen_more_on_w.php.
[9] Alan D. Mutter, "$7.5B Sales Plunge Forecast for Newspapers," Reflections of a Newsosaur, October 12, 2008, http://newsosaur.blogspot.com/2008/10/75b-sales-plunge-forecast-for.html.
[10] Nicholas Carlson, "PC Magazine Goes Out of Print," Silicon Alley Insider, November 19, 2008, http://www.businessinsider.com/2008/11/pc-magazine-goes-out-of-print.
[11] Julie Johnson, "Playboy Considers Radical Changes to Flagship Magazine," Chicago Tribune, May 11, 2009. http://www.chicagotrib.com/business/chi-biz-playboy-magazinepla,o,12113400.story
[12] Alan D. Mutter, "Print Drives Online Ad Sales at Newspapers," Reflections of a Newsosaur, February 3, 2009, http://newsosaur.blogspot.com.
[13] Jupiter Survey, 2009.
[14] Jim Giles, "Internet Encyclopaedias Go Head to Head," Nature, December 15, 2005.
[15] Brian Morrissey, "Small Brands Teach Big Lessons," AdWeek, October 27, 2008, http://www.adweek.com/aw/content_display/news/digital/e3ia353f77f11f28ab959172cf3f7595abb.
[16] Jose Antonio Vargas, "Obama Raised Half a Billion Online," Washington Post http://voices.washingtonpost.com/44/2008/11/20/obama_raised_half_a_billion_on.html.
[17] Mary Schenk, "YouTube Co-Founder Tells Grads to Be Persistent, Take Risks," Department of Computer Science, University of Illinois at Urbana-Champaign, www.cs.uiuc.edu/news/articles.php?id=2007May15-266/.
[18] YouTube, April 2009.
[19] David Wilson, "American Airlines Crisis Management and Response," Social Media Optimization, April 2008, http://social-media-optimization.com/2008/04/american-airlines-crisis-management-and-flyers-response/.
[20] Hitwise, 2008.
[21] Hitwise, 2008.
[22] C. C. Chapman, "Managing the Gray," May 23, 2008, www.managingthegray.com/2008/05/23/comcast-wins-with-twitter/.
[23] "JetBlue Engages in Real Conversation on Twitter," Socialized, March 17, 2008, http://www.socializedpr.com/jetblue-engages-in-real-conversation-on-twitter/.
[24] Jeff Jarvis, "Dell Hell," BuzzMachine, June 21, 2005, http://www.buzzmachine.com/archives/cat_dell.html.
[25] Michael Michelson Jr. (2003) writing for The American Salesman Journal.
[26] "CMOs Not Ready to Embrace Social Networking Sites, Survey Shows," survey conducted by Epsilon, November 24, 2008, http://www.corporatelogo.com/hotnews/cmo-marketing-social-networking-sites.html.
[27] Bill Tily, personal interview.
[28] Heather Endreas, personal interview.
[29] Melissa Dahl, "Youth Vote May Have Been Key in Obama's Win," msnbc.com, November 5, 2008, http://www.msnbc.msn.com/id/27525497.
[30] Facebook Application Statistics.
[31] Jerry Seinfeld, http://www.wittcom.com/fear_of_public_speaking.htm.
[32] Anick Jesdanun, "OMG! :(It Ain't Write," AP–New York Post, National Commission on Writing at the College Board, April 27, 2008, http://www.nypost.com/seven/04252008/news/nationalnews/omg_it_aint_write_108037.htm?CMP=EMC-email_edition&DATE=04252008
[33] "Young Adults Eager to Engage with Brands Online, Global Research from Microsoft and Synovate Reveals," November 11, 2008, http://www.synovate.com/news/article/2008/11/young-adults-eager-to-engage-with-brands-online-global-research-from-microsoft-and-synovate-reveals.html.
[34] "Young Adults Eager to Engage with Brands Online, Global Research from Microsoft and Synovate Reveals."
[35] "Young Adults Eager to Engage with Brands Online, Global Research from Microsoft and Synovate Reveals."
[36] "Advertising Nielsen Online: Kids Encounter Ads Less than Adults," E&P Staff and The Associated Press. October 13, 2008, https://listserv.temple.edu/cgi-bin/wa?A2=ind0810&L=net-gold&D=0&I=-3&T=0&P=58988&F=P.
[37] David Carr and Brian Stelter, "Campaign in a Web 2.0 World," the New York Times—Media and Advertising, November 2, 2008, http://www.nytimes.com/2008/11/03/business/media/03media.html?_r=1&ei=5070&emc=eta1.
[38] Facebook Fan Data, October 2008.
[39] YouTube View Data, October 2008.
[40] YouTube View Data, October 2008.
[41] Carr and Stelter, "Campaign in a Web 2.0 World."
[42] Lance Muller, personal interview, June 2008.
[43] Barack Obama, Barack Obama: Connecting and Empowering All Americans Through Technology and Innovation, November 2007, http://www.barackobama.com/pdf/issues/technology/Fact_Sheet_Innovation_and_Technology.pdf.
[44] David Needle, "Huffington: 'Obama Not Elected Without Internet,'" Internetnews.com, November 7, 2008, http://www.internetnews.com/webcontent/article.php/3783741/Huffington+Obama+Not+Elected+Without+Internet.htm.
[45] "Web 2.0 and the Internet Delivered the Vote for Obama," Huliq News, November 10, 2008, http://www.huliq.com/2623/72572/web-20-and-internet-delivered-vote.
[46] "Web 2.0 and the Internet Delivered the Vote for Obama."
[47] Brian Solis, "Is Obama Ready to Be a Two-Way President?," Tech Crunch, November 15, 2008, http://www.techcrunch.com/2008/11/15/is-obama-ready-to-be-a-two-way-president/.
[48] Solis, "Is Obama Ready to Be a Two-Way President?"
[49] Brain Reich, personal interview, November 2008.
[50] YouTube, October 2008.
[51] Burt Helm, "Who's Behind the 'Wassup 2008' Obama Ad? Not Budweiser," BusinessWeek—Innovation, October 27, 2008, http://www.businessweek.com/the_thread/brandnewday/archives/2008/10/whos_behind_the.html.
[52] YouTube, October 2008.
[53] John McWhorter, All About the Beat: Why Hip-Hop Can't Save Black America (New York: Gotham Books, 2008).
[54] Ismael AbduSalaam, "Ludacris Explains Controversial Obama Song," All Hip Hop, November 6, 2008, http://www.allhiphop.com/stories/news/archive/2008/11/06/20666656.aspx.
[55] Miguel Helft, "Google Uses Searches to Track Flu's Spread," the New York Times—Technology, November 11, 2008, http://www.nytimes.com/2008/11/12/technology/internet/12flu.html?8au&emc=au.
[56] Helft, "Google Uses Searches to Track Flu's Spread."
[57] Google Trends, April 2008.
[58] Google Trends, April 2008.
[59] Google Trends, April 2008.
[60] Federal News Service, "Campaign Rally with Senator Barack Obama (D–IL), Democratic Nominee for President," Chicago Sun-Times, October 27, 2008, http://blogs.suntimes.com/sweet/2008/10/obama_closing_argument_speech_1.html.
[61] Kate Kay, "Web Ads Mattered More than Ever in 2008 Election," ClickZ, November 4, 2008, www.clickz.com/showPage.html?page=clickz_print&id=3631395/.
[62] Needle, "Huffington: 'Obama Not Elected without Internet.'"
[63] "America Goes to the Polls," A Report on Voter Turnout in the 2008 Election, Nonprofit Voter Engagement Network, November 2008, www.nonprofitvote.org/Download-document/America-Goes-to-the-Polls-A-Report-on-Voter-Turnout-in-the-2008-Election.html.
[64] Kim Estes, personal interview, November 2008.
[65] Facebook Fan Data.
[66] "Free Pancakes Anyone?," December 1, 2008, http://socialnomics.net/page/2/.
[67] "Free Pancakes Anyone?"
[68] Facebook Fan Data.
[69] "America Goes to the Polls."
[70] "2008 Election Polls: How Long Would You Wait in Line to Vote?" SodaHead, November 4, 2008, www.sodahead.com/question/184094/2008-election-polls-how-long-would-you-wait-in-line-to-vote/.
[71] "Population Division," U.S. Census Bureau, July 1, 2007, http://www.census.gov/popest/states/asrh/SC-EST200701.html.
[72] Stuart Elliott, "Army to Use Webcasts from Iraq for Recruiting," the New York Times, November 11, 2008, http://www.nytimes.com/2008/11/11/business/media/11adco.html?pagewanted=print.
[73] Elliott, "Army to Use Webcasts from Iraq for Recruiting."
[74] "Army Exceed Recruiting Goal for Fiscal Year 2008," Army.mil/news release, October 10, 2008, http://www.army.mil/-newsreleases/2008/10/10/13228-army-exceed-recruiting-goal-for-fiscal-year-2008/.
[75] "Nielsen Online Global Consumer Survey," Nielsen, April 2007.
[76] Stewart Quealy, "Interview: John Gerzema," SES Magazine, March 2009, 57.
[77] Facebook Statistics, retrieved April 2010, http://www.facebook.com/press/info.php?statistics.
[78] Ken Robbins, personal interview, December 1, 2008.
[79] Quealy, "Interview: John Gerzema."
[80] iCrossing, "How America Searches: Health and Wellness," January 14, 2008, http://news.icrossing.com/press_releases.php?press_release=icrossing-study-finds-internet-top-resource-for-health-information.
[81] iCrossing, "How America Searches."
[82] iCrossing, "How America Searches."
[83] YouTube View Data, 2008.
[84] ACME Travel, in-house data.
[85] "Jumping the Shark," Wikipedia, April 2009, http://en.wikipedia.org/wiki/Jumping_the_shark.
[86] Facebook Application Active User Data, April 2008.
[87] Razorfish, "The Razorfish Consumer Experience Report 2008," http://feed.razorfish.com/publication/?m=2587&l=1.
[88] Razorfish, "The Razorfish Consumer Experience Report 2008."
[89] "Credit Union Members Vote on Logo Makeover," The FinancialBrand.com, November 21, 2008, http://thefinancialbrand.com/2008/11/21/companion-logo-contest/.
[90] "Credit Union Members Vote on Logo Makeover."
[91] "Reading Online or On Paper: Which is Faster?" Sri H. Kurniawan and Panyiotis Zahiris, Insititue of Gerontology and Dept. of Industrial & Manufacturing Engineering, http://users.soe.ucsc.edu/~strikur/files/HCII_reading.pdf.
[92] Quealy, "Interview: John Gerzema."
[93] Schizophrenia is a very serious illness and our intent by the use of this term is not to make light of its serious conditions or those who suffer from this illness.
[94] "Texas Lineman Facebook Status Gets Him Booted Off Team," The World of Issac.com, November 6, 2008, http://www.theworldofisaac.com/2008/11/texas-linemans-facebook-status-gets-him.html.
[95] "Texas Lineman Facebook Status Gets Him Booted Off Team."
[96] B. G. Brooks, "Coaches Deal with Athlete's Social Network," Rocky Mountain News, October 12, 2008, www.rockymountainnews.com/news/2008/oct/12/coaches-deal-athletes-social-networking/.
[97] "Patriots Cheerleader Fired After Facebook Swastika Photo," Foxnews.com, November 6, 2008, http://www.foxnews.com/story/0,2933,448044,00.html.
[98] Facebook.com, 2008.
[99] Tony Blair, "Challenge of Change" (speech, 2008 World Business Forum, New York, September 2008).
[100] Apple iTunes Podcast Download Data, 2009.
[101] Fantasy Football Today Podcast, ESPN, November 2008.
[102] Twitter Postings, October 15, 2008.
[103] Twitter Posting, October 21, 2008.
[104] "News from the Olympics," Nascar Licensedathletics.com, September 3, 2008, http://nascar.licensedathletics.com/news.php.
[105] "Not Ye Old Banners," The Economist, November 27, 2008, http://www.economist.com/business/PrinterFriendly.cfm?story_id=12684861.
[106] "Online Ad Spending Grows 10%; Video Ads Strong (Just Not at Google)," Marketing Pilgrim, March 31, 2009, http://www.marketingpilgrim.com/2009/03/online-ad-spending-grows-20-video-ads-strong-just-not-at-google.html.
[107] "March Video Streaming Soars Nearly 40% Compared to Last Year," Nielsen Wire, April 13, 2009, http://blog.nielsen.com/nielsenwire/tag/youtube/.
[108] Brian Stelter, "Website's Formula for Success: TV Content with Fewer Ads," New York Times, October 29, 2008, www.nytimes.com/2008/10/29/business/media/29adco.html.
[109] Stelter, "Website's Formula for Success."
[110] Stelter, "Website's Formula for Success."
[111] Mary Alison Wilshire, personal interview, December 5, 2008.
[112] Stelter, "Website's Formula for Success."
[113] Out of Home Advertising Bureau PDF, www.ovab.org/OVAB_ANA_Guide_2008-09.pdf.
[114] "Hulu Celebrates First Anniversary, Gains Popularity by Serving Fewer Ads," blog.wired.com, October 29, 2008, http://blog.wired.com/business/2008/10/hulu-turns-one.html.
[115] Stelter, "Website's Formula for Success."
[116] "OMMA Panel: David vs. Goliath," Online Video Watch, http://www.onlinevideowatch.com/omma-panel-david-vs-goliath/.
[117] Facebook Active User Data, 2008.
[118] "War of the Words: Scrabulous Is Off Facebook, but Did Hasbro Win the Game?" Knowledge@Wharton, August 6, 2008, http://knowledge.wharton.upenn.edu/article.cfm?articleid=2029.
[119] "War of the Words."
[120] Facebook, 2008.
[121] http://www.businessweek.com/debateroom/archives/2008/08/scrabulous_face.html
[122] "War of the Words."
[123] "War of the Words."
[124] Razorfish, "The Razorfish Consumer Experience Report," http://feed.razorfish.com/publication/?m=2587&l=1.
[125] Frank Rose, "How Madison Avenue Is Wasting Millions on a Deserted Life," Wired, July 24, 2007, www.wired.com/techbiz/media/magazine/15-08/ff_sheep/.
[126] Newt Barrett, "Millions for a Virtual Coke on Second Life," Succeeding Today, June 25, 2007, http://succeedingtoday.com/2007/07/25/millions-for-a-virtual-coke-on-second-life/.
[127] Rose, "How Madison Avenue Is Wasting Millions."
[128] World Business Forum, Radio City Music Hall, New York, October, 2008.
[129] "Student 'Twitters' His Way Out of Egyptian Jail," CNN.com, April 25, 2008, http://edition.cnn.com/2008/TECH/04/25/twitter.buck/.
[130] "Student 'Twitters' His Way Out of Egyptian Jail."
[131] Jessica Guynn, "MTV Networks in Deal to Monetize Uploaded Videos," Los Angeles Times, November 3, 2008, www.latimes.com/business/la-fi-myspace3-2008nov03,0,6256914.story.
[132] Steve O'Hear, "MTV and MySpace Partner to Monetize Pirated Content," ZDNET, November 3, 2008, http://blogs.zdnet.com/social/?p=602.
[133] Organizing for America, http://www.barackobama.com/issues/technology/.
[134] Author's estimate.
[135] Erik Schonfeld, "Google Makes Up 88 Percent of Mozilla's Revenues, Threatens Its Non-Profit Status," TechCrunch, http://www.techcrunch.com/2008/11/19/google-makes-up-88-percent-of-mozillas-revenues-threatens-its-non-profit-status/.
[136] 2008 Interactive Advertising Bureau Online Marketing Report.
[137] Pubmatic AdPrice Index Q4 2008, http://www.pubmatic.com/adpriceindex/AdPriceIndex_Quarterly_Q4_08.pdf.
[138] Patrick Smith, "Digital Media: Facebook, Yahoo!, Microsoft Profit From Open Networks In Europe," March 9, 2009, http://www.paidcontent.co.uk/entry/419-ft-digital-media-facebook-yahoo-microsoft-profit-from-open-networks-in-/.
[139] "College Student and Teen Web Tastes," eMarketer, November 19, 2008, www.emarketer.com/Article.aspx?id=1006736/.
[140] "Is the Mobile Web Replacing the Wired Web in Southeast Asia?," Fierce Wireless, November 20, 2008, http://www.fiercewireless.com/press-releases/mobile-web-replacing-wired-web-southeast-asia.
[141] Sidhaarthaa Bezboraa, "Mobile Social Networking Use Grows 182% over 2007 in US, March 17, 2009," http://www.wirelessduniya.com/?p=1062.
[142] Mark Walsh, "Buzzwire Unveils Mobile Social Site," MediaPostNews, http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=100709.
[143] https://generationfly.com/lounge.
[144] Bob Garfield, "Widgets Are Made for Marketing, So Why Aren't More Advertisers Using Them?" December 2008, https://heartbeatofnewmediablogspot.com/2008/12/widgets-are-made-for-marketing-so-why.html.
[145] Wikipedia, s.v. "walled garden (technology)," http://en.wikipedia.org/wiki/ Walled_garden_(technology) (accessed December 21, 2008).
[146] Microsoft's New Windows Live Aims to Be Hub for Web, InfoTech.TMCnet.com, November 13, 2008, http://it.tmcnet.com/news/2008/11/13/3783709.htm.
[147] "Facebook Aims to Extend Its Reach Across the Web," SM2, http://www.sm2.com.au/content/view/777/76/.
[148] NPR Radio, Weekend Edition Saturday, November 22, http://www.npr.org/templates/archives/rundown_archive_hub.php?date=11-22-20082006.
[149] Wikipedia, s.v. "chava," http://en.wikipedia.org/wiki/Chav (accessed 11/25/ 2008).
[150] Harvard Business Review.
[151] http://www.videoactivereport.com/southwest_airlines_ding_widget_racks_up_150_million_in_ticket_sales
[152] Gentry Estes, "Alabama Gets Back to Work in Preparation for BCS Championship Game," December 20, 2009, http://blog.al.com/press-register-sports/2009/12/alabama_gets_back_to_work_in_p.html.
[153] Austin American Statesman, "Title Game Rarely Meets Month-Long 1 vs. 2 Hype," by John Maher January 2, 2010. http://www.statesman.com/sports/longhorns/title-game-rarely-meets-monthlong-1-vs-2-159734.html.
[154] Jon Swartz, "More Marketers Use Social Networking to Reach Customers," USA Today, August 28, 2009.
[155] Lee Odden, "Book Review: Crush It, by Gary Vaynerchuk," Online Marketing Blog.
[156] Jan M. Rosen, "Be It Twittering or Blogging, It's All About Marketing," New York Times, March 11, 2009.
[157] Wetpaint/Altimeter Group Engagement db study, 2009, http://www.marketingcharts.com/interactive/social-media-engagement-directly-linked-to-financial-success-9858/&http://www.altimetergroup.com/2009/07/engagementdb.html.
[158] Jon Swartz, "More Marketers Use Social Networking to Reach Customers," USA Today, August 28, 2009.
[159] http://www.advertolog.com/burger-king/print-outdoor/whopper-sacrifice-316211/. Estimate based on taking 32 million impressions at an average CPM of $13 based on eMarketer estimate found here. http://www.emarketer.com/Article.aspx?R=1007053. Less than $50,000 is a very conservative estimate (probably cost much less) to actually build the application plus the cost to Burger King to give out less than 20,000 coupons/whoppers. Please note these are estimates, but they fall on the conservative side.
[160] Based on state populations of Arkansas, Kansas, Utah, Nevada, West Virginia, Nebraska, Idaho, Mississippi, Maine, New Hampshire, New Mexico, Hawaii, Rhode Island, Montana, Delaware, South Dakota, Alaska, North Dakota, Vermont, http://en.wikipedia.org/wiki/List_of_U.S._states_and_territories_by_population.
[161] Kristen Nicole, "Will It Blend Videos Boost Sales 5x," Mashable, September 27, 2007.
[162] Claire Baldwin, "Twitter Helps Dell Rake in Sales," Reuters, June 12, 2009.
[163] "Marketing to the Social Web," Larry Webber, Wiley Publishing, 2007.
[164] David Kiley, "Ford Spending 25% of Marketing on Digital and Social Media," BusinessWeek, October 16, 2009, http://www.businessweek.com/autos/autobeat/archives/2009/10/ford_spending_2.html.
[165] Jacob Morgan, "Two Examples of Companies Measuring Social Media ROI," Social Media Globetrotter, 10/12/2009 http://www.jmorganmarketing.com/two-examples-of-companies-measuring-social-media-roi/.
[166] Karl Greenber, "VW Goes All Mobile For Launch Of GTI," MarketingDaily, October 22, 2009, http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=115919.
[167] ResponseMine Interactive Agency (Atlanta, GA).
[168] Intuit Inc. (Mountain View, CA).
[169] "Increase B2B Lead Generation Using Social Media," Social Media B2B, July 14, 2009, http://socialmediab2b.com/2009/07/b2b-lead-generation-social-media/.
[170] Jose Antonio Vargas, "Obama Raised Half a Billion Online," Washington Post, http://voices.washingtonpost.com/44/2008/11/20/obama_raised_half_a_billion_on.html.
[171] Ed Bennett, "Hospitals and Social Media," SlideShare, http://www.slideshare.net/edbennett/hospitals-social-media.
[172] Daniel Adler, "Twenty-One Top Twitter Tips," Forbes, 7/31/2009 http://www.forbes.com/2009/07/31/top-twitter-tips-entrepreneurs-technology-twitter.html.
[173] Marshall Kirkpatrick, "Social Media ROI: Dell's $3m on Twitter and Four Better Examples," ReadWriteWeb, June 12, 2009, http://www.readwriteweb.com/archives/social_media_roi_dells_3m_on_twitter_and_four_bett.php.
[174] Alex Bogusky, Co-Chairman, Crispin Porter & Bogusky.
[175] Daniel Adler, "Twenty-One Top Twitter Tips," Forbes, 7/31/2009 http://www.forbes.com/2009/07/31/top-twitter-tips-entrepreneurs-technology-twitter.html.
[176] Social Media in the Enterprise, White Paper, Vignette Software, February 2009, http://www.vignette.com/dafiles/docs/Downloads/Social-Media-in-the-Enterprise.pdf.
[177] Quote from unknown source at McDonald's.
[178] Samuel Axon, "Old Spice Sales Double with YouTube Campaign," Mashable, 7/26/2010.