1. How Social Media are Transforming Corporate Communications Advanced PR Technology in Practice Nov 30, 2007 Barry Parr bparr@jupiterresearch.com

2. 2 © 2007 JupiterResearch, LLC Agenda The Internet market is maturing Media are becoming social Content producers must become networks What does this mean for corporate communications?

3. 3 © 2007 JupiterResearch, LLC Online growth is slowing Millions of users Source: JupiterResearch Internet Access Model, 5/06 (US only) Internet users in 2006

4. 4 © 2007 JupiterResearch, LLC User-generated content is one of the few growth areas Q5. Which of the following additional activities did you conduct online monthly or more frequently? Percent of Internet users Source: JupiterResearch/Ipsos-Insight Individual User Survey 2003 to 2006 (US only):

5. 5 © 2007 JupiterResearch, LLC Half the Internet population is creating or reading user content Creators 30% Posted comments, updated web page/blog, Updated social network profile Asocials 51% Neither Create or Read Social Content Readers 19% Use social networking Read online forums or blogs, But do not create content Percentage of Online Users Source:JupiterResearch/Ipsos Insight Consumer Survey (01/07), n = 2,223 (US only) Q19. Which of the following activities have you conducted monthly or more frequently in the past year? (Select all that apply)

6. 6 © 2007 JupiterResearch, LLC Younger users especially want to participate in content creation Percentage of Online Users More than half of 18 to 24’s are Creators. More than half of 25 to 34’s are Creators or Readers. Source:JupiterResearch/Ipsos Insight Consumer Survey (01/07), n = 2,223 (US only)

7. 7 © 2007 JupiterResearch, LLC Social networks, like Yelp, put user content in context

8. 8 © 2007 JupiterResearch, LLC USA Today puts user content on Page 1

9. 9 © 2007 JupiterResearch, LLC USA Today puts user content on Page 1

10. 10 © 2007 JupiterResearch, LLC Pages per Visit Source: Compete.com …But did USA Today’s redesign increase readers’ involvement?

11. 11 © 2007 JupiterResearch, LLC Portals are the Becoming the Dominant Online News Source Q7. Which of following sources do you use to access news on a weekly basis? (Select all that apply) Source: JupiterResearch/Ipsos-Insight Entertainment and Media Consumer Survey (09/06), n=2,168 (US only) Only Portals Are Negatively Correlated with Age

12. 12 © 2007 JupiterResearch, LLC Users Trust Portals Axis Label Q8. When reading news online, how trustworthy do you find the following sources? (Select one for each source) Source: JupiterResearch/Ipsos-Insight Entertainment and Media Consumer Survey (09/06), n=2,168 (US only)

13. 13 © 2007 JupiterResearch, LLC People Depend on Referrals to Find Videos Percentage of Online Users Q22. How do you find out about the video programs you watch on the Internet? (Select all that apply.) Source: JupiterResearch/Ipsos-Insight Individual User Survey (7/06), n = 4,182 (US only):

14. 14 © 2007 JupiterResearch, LLC There May be Many Intermediaries in the Distribution Chain CNN YouTube Huffington Post BuzzMachine Google Reader Source: Jupiter Research

15. 15 © 2007 JupiterResearch, LLC There May be Many Intermediaries in the Distribution Chain CNN YouTube Huffington Post BuzzMachine Google Reader Source: Jupiter Research

16. 16 © 2007 JupiterResearch, LLC Implications for Publishers Aggregate for your audience Become a platform Give online permission to compete with offline “Tear down that wall” (of registration) Plan for integrated social features Explore networking with advertisers Blah, Blah, Blah… “….But what does this mean for me, the corporate communications professional?”

17. 17 © 2007 JupiterResearch, LLC Expect Media to Become Social, and Learn the Norms of Each Community

18. 18 © 2007 JupiterResearch, LLC Share Data Respectfully

19. 19 © 2007 JupiterResearch, LLC Target Aggregators as Well as the Press

20. 20 © 2007 JupiterResearch, LLC Don’t Astroturf, Don’t Sockpuppet

21. 21 © 2007 JupiterResearch, LLC This is Your Audience’s Community – Treat it with Respect “I don’t know what the ethical standards of a chat room are.” CEO of [DELETED]

22. 22 © 2007 JupiterResearch, LLC Choose Your Targets… They May Shoot Back

23. 23 © 2007 JupiterResearch, LLC Treat Blogging Like Journalism

24. 24 © 2007 JupiterResearch, LLC Treat Bloggers Like Journalists

25. Thank You! Barry Parr bparr@jupiterresearch.com