1. The document summarizes discussions from a Wired social media summit about various topics like defining social networks, sports team social media strategies, measuring social media success, and Google+'s potential. 2. Speakers discussed how social networks like Twitter and Facebook represent opposite ends of the spectrum and that community is the key to media's future. 3. The NY Jets social media strategy focuses on engaging with fans across platforms and blurring the lines between being at games and online. 4. Google+ already has 40 million users and is expected to deeply integrate with Google products like Gmail and YouTube to compete more directly with Facebook.

1. Oct 20, 2011 12:39 PM
Wired summit at Andaz Hotel #wiredsms
Wired social media summit
Chris Anderson - WIRED editor in chief
Dunbar # = 150 = the amount of people you can really know
Very true with tribes, they start fragmenting at 150
This is the definition of social
Max amount of meaningful relationships
Twitter and Facebook are 2 opposite ends of the spectrum
Ban the phrase social media
If you can let people do more than comment and read, you can
do big things
1. Give readers tools to communicate with each other
2. Put community managers in place (see: Reddit)
Community is the future of media
Chris Anderson, Wired
Jeffrey K Rohrs - VP Marketing Research & Education -
ExactTarget @jkrohrs
Marketers used to look like Don Draper, now they look like me
www.ExactTarget.com/sff for reports
15% of people who Liked brand FB page actually want to be marketed to in their news feed
Marketing is not in top 10 reasons for being on Facebook
The only place however, where mktg can be fun
Opt-ins email 93%, Facebook 42%, twitter 5%
Daily twitter uses are creating content 2.5x quicker than anyone else on the Internet
Matt Higgins - EVP Business Ops - NY Jets
Sports writers are the one group in the media
willing to do fan engagement right
The NFL made the Jets shut down their
MySpace account back in the day
Had to own content and keep all bad
convo away from website
Jets are now #1 team in social media
Strategy:
1. If fans are there, we'll go there
2. Convert casual fans to avid fans
3. Monetize it
Follow the Jets tool presented by Pepsi
Max enabled fans to follow all Jets-
related Twitter accounts
Facebook contest to lead the Jets out
of the tunnel before the game
Jets social strategy
56% of @nyjets updates are @replies
Blur the line between being at game and offsite
Only 800,000 impressions in stadiums each season
Look at quality of your engagement over quantity of fans
Hashem Bajwa - Director of Digital Strategy - Droga5
Creativity with a purpose

2. Match consumer behaviors with brand purpose
Can't use an ad to get people to change their behavior, they
need to experience and see for themselves
Bing wanted to get people to switch from Google
Jay-Z wanted his non-reader viewership to buy his
hardcover book
Used Bing maps to walk Jay-Z's life and uncover clues
Puma wanted to launch underwear that didn't look like
ever underwear ad
Puma index got models to take off their clothes as the
market plummeted
Puma Index
Puma Hardchorus got soccer hooligan fans to sing love
songs in unison to send apologies/love notes to their lovers for picking the upcoming game over them
Reunited Savage Garden as a result of song usage in the activation
Q&A
How do you avoid controversy with players Tweeting?
Players talk to the media everyday, and our standards have gone
down, so there's little to worry about
Value of Like?
It begins with the Like, not ends there
Tablets?
Ask what do consumers really want from their experience on the
tablet
We must avoid repurposing
How do you measure success?
sales, intent
Total Likes were irrelevant
Fragmentation - so many directions for marketers to go
The consumer is already overwhelmed
Facebook is trying to be everything to everyone, but consumers will determine what works in the end
Social network for curly-haired people just got funded
Steven Levy - Senior Writer - WIRED
Google+ already has 40MM users
Tom and Chris from MySpace shrugged off Facebook initially creeping up
Facebook is more proactive with Google+
Before Google+, Google did everything right except social (mail, ads, search, maps)
Wave = FAIL, Buzz = FAIL
internal testing doesn't always vet out in the real world
Sergei said Google employee bonuses depend on how Emerald Sea does (project name for G+)
What we are seeing with Google+ is just the tip, the piece to compete with Facebook
Look for Gmail,YouTube, search integration very soon
Q&A
How does media fit with G+?
Integration with government systems?
5 years might be too optimistic