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WHAT THE F**K

IS SOCIAL

MEDIA

FOR THE PAST TWO YEARS, WEVE DONE OUR BEST TO ANSWER ONE SIMPLE QUESTION...
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WHAT THE F**K IS SOCIAL MEDIA?

OUR PROLIFIC USE OF ASTERISKS WAS AIMED AT DRIVING HOME THREE CRUCIAL POINTS...
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#1.
SOCIAL MEDIA IS F**KING

If Facebook were a country, it would be the third most populated in the world, ahead of the United States.

If Facebook were a country, it would be the third most populated in the world, ahead of the United States.

Only China & India are more populated.


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500 BILLION.

The number of minutes spent on Facebook per month.

500 BILLION.

The number of minutes spent on Facebook per month.

LAST YEAR, THAT NUMBER WAS A MEASLY 150 BILLION.

25 BILLION.

The amount of content (web links, news stories, blog posts, notes, photos, etc.) shared each month on Facebook.

25 BILLION.

The amount of content (web links, news stories, blog posts, notes, photos, etc.) shared each month on Facebook.

THATS MORE THAN 6X LAST YEARS VOLUME.


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500 BILLION.
The number of peer influence impressions Americans generate per year via social media.

500 BILLION.
The number of peer influence impressions Americans generate per year via social media. 62% of those impressions come from Facebook.

24 HOURS.
The amount of video uploaded to YouTube every minute.

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24 HOURS.
The amount of video uploaded to YouTube every minute.
THATS MORE THAN DOUBLE LAST YEARS VOLUME.
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2 BILLION.

The number of YouTube videos viewed per day.

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2 BILLION.
THATS TWICE AS MANY AS LAST YEAR.

The number of YouTube videos viewed per day.

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4 BILLION.
The number of images hosted on Flickr.

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4 BILLION.
The number of images hosted on Flickr.

THATS 13X MORE THAN THE LIBRARY OF CONGRESS.

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ONE-THIRD.

The proportion of women aged 18-34 who check Facebook when they first wake upeven before going to the bathroom.
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NINETY-FIVE.
The percentage of companies using LinkedIn to find and attract employees.

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NINETY-FIVE.
The percentage of companies using LinkedIn to find and attract employees.

59% use Facebook and 42% use Twitter.

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1 in 6.

The number of marriages last year between people who met through social media.

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1 in 6.

The number of marriages last year between people who met through social media.

THATS MORE THAN TWICE THE NUMBER OF PEOPLE WHO MET AT BARS, CLUBS, AND OTHER SOCIAL EVENTS COMBINED.
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27 MILLION.
The average number of "tweets" per day on Twitter.

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27 MILLION.
The average number of "tweets" per day on Twitter.

THATS 8X LAST YEARS VOLUME.


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7 HOURS.

The time it took for LeBron James to amass his first 150,000 Twitter followers.

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7 HOURS.
It took Bill Gates 8 hours to reach 100,000.

The time it took for LeBron James to amass his first 150,000 Twitter followers.

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#2.
SOCIAL MEDIA IS F**KING

AWESOME.
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http://mostawesomestthingever.com/
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http://www.youtube.com/blendtec
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http://www.ted.com
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http://sadkeanu.tumblr.com/
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http://sadkeanu.tumblr.com/
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http://sadkeanu.tumblr.com/
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http://sadkeanu.tumblr.com/
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http://mashable.com/2010/07/06/prince-the-internet-is-over

#3.
SOCIAL MEDI IS F**KING

OVER.

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WAIT.
THATS F**KING CRAZY TALK.
SOCIAL MEDIA IS
*

DEFINITELY
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*Regardless of what the Artist Formerly Known as Relevant has to say about it.

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After 23 years and hundreds of millions of dollars spent on Super Bowl ads, one of the worlds biggest brands shifted gears in 2010 by opting out of the Super Bowl and pouring 1/3 of its annual marketing budget into a cause-driven social marketing campaign called The Refresh Project.
http://www.refresheverything.com/

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At the Presidents urging and by his example, the entire Federal Government has bounded into the world of social-networking. Twenty-five agencies now have YouTube channels. The Library of Congress has begun posting thousands of free historical photos on Flickr. In the past week alone, about thirty agencies, including the White House have joined Facebook."
Time, May 2009

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In 2010, Ford kicked off The Fiesta Movement, a social media campaign in which they literally handed 100 young influencers the keys to a Ford Fiesta, asking them only to engage in monthly "missions" and to document and share these missions via social media. After generating 31,000 pieces of original content, tens of millions of media impressions, and a slew of high-profile media coverage, The Fiesta Movement achieved what was once unthinkable: making 60% of the public aware of a car that hadnt yet even debuted in the USwithout spending a dime on traditional media.
http://www.fiestamovement2.com/
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Even the U.S. military is kicking some serious social media butt: actively using Facebook, YouTube, Flickr, and Twitter to not only recruit the next generation of soldiers, but to support them in sharing their stories.
http://www.goarmy.com/
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Kids are leading the worlds transition to digital media. This is in part because kids arent afraid of technology and in part because kids havent spent years getting used to anything else.

So if you want a sense of where the worlds media habits are headed, it makes sense to watch what kids are doing.
Generation M2: Media in the Lives of 8- to 18-Year-Olds, Kaiser Family Foundation January 2010

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P.S.

Kids are leading the worlds transition to digital media. This is in part because kids arent afraid of technology and in part because kids havent spent years getting used to anything else.

So if you want a sense of where the worlds media habits are headed, it makes sense to watch what kids are doing.
Generation M2: Media in the Lives of 8- to 18-Year-Olds, Kaiser Family Foundation January 2010

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P.S.

Kids are leading the worlds transition to digital media. This is in part because kids arent afraid of technology and in part because kids havent spent years getting used to anything else.

So if you want a sense

MORE THAN HALF OF THE HUMAN RACE IS UNDER THE AGE OF 30.
to watch what kids are doing.
Generation M2: Media in the Lives of 8- to 18-Year-Olds, Kaiser Family Foundation January 2010

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P.S.

Kids are leading the worlds transition to digital media. This is in part because kids arent afraid of technology and in part because kids havent spent years getting used to anything else.

So if you want a sense

MORE THAN HALF OF THE HUMAN RACE IS UNDER THE AGE OF 30.

THEYVE NEVER KNOWN LIFE WITHOUT THE INTERNET.


Media in the Lives of 8- to 18-Year-Olds, Kaiser Family Foundation January 2010

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P.S.

Kids are leading the worlds transition to digital media. This is in part because kids arent afraid of technology and in part because kids havent spent years getting used to anything else.

So if you want a sense

MORE THAN HALF OF THE HUMAN RACE IS UNDER THE AGE OF 30.

THEYVE NEVER KNOWN LIFE WITHOUT THE INTERNET.

GUESS HOW THEY FEEL ABOUT SOCIAL MEDIA?


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WE THINK ITS SAFE TO SAY THAT IN 2010, THE QUESTION IS NO LONGER WHAT THE F**K IS SOCIAL MEDIA?

ITS...
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WHAT THE F**K IS SOCIAL MEDIA

NOW?

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Social media is the ongoing conversation of the planet.

It is the source of news, it is the connector to the giant multi-celled organism called planet Earth. As time goes on, social media is my home on the internet. It is my home page, the place where I spend the most time. It is where I do business. It is where I hang out with friends. Its where I find out about new movies, television and other products. It is my diary. Looking back on my wall, I have a history that is far richer than any diary or journal."
Kurt Sonderegger, VP Marketing, Ploom, http://www.ploom.com

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Social media is the vehicle by which men have finally decided its cooland valuableto open up, share, make friends and have conversations. (Women have know this for eons.)"
Diane Hessan, CEO, Communispace http://Communispace.com
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Social media is the mainstream.

The average Facebook user age continues to rise. Its not just for kids anymore. It moves the media mouthpiece and content distribution into the hands of the public."
Emily White, Co-Founder, Whitesmith Entertainment http://whitesmithent.com

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Social media is like water.


On its own, water does some cool things, but when combined with other compounds it enabled the evolution of all forms of life. Social media on its own is nice, but when combined with other tools, it is enabling everything to evolve, from communications to business to politics to marketing."
Mike Volpe, VP Marketing, HubSpot, http://www.hubspot.com
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Social media is the best way to reach your most influential customers, and the only way to reach your most cynical ones."
Michael Troiano Principal Holland-Mark http://troiano.me

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Social media is the crack cocaine of the Internet. We want it, we need it,

David Armano, SVP, Edelman Digital, http://darmano.typepad.com

and we go into withdrawal when we don't get enough of it."


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Social media is everything and nothing.

Nothing because social media has become like air to the people who use its various forms regularly. It's not "social media" - it's simply letting my friends know what I'm doing/thinking/wishing/ etc. through a digital means. Everything because as more people are armed with webenabled smartphones, there's nothing that can't quickly be shared with a broad group of people. Governments and big businesses have CCTV; the people have camera phones."
Paul Isakson, Co-Founder, Thinkers & Makers Http://paulisakson.typepad.com
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Social media... is a way of thinking... Its not about sales, or ads, or clickthrough rates. Its about pursuing relationships and fostering communities of consumers.

Its about rethinking how you make plans when your customers are in the center and in control.
Paul Adams Senior User Experience Researcher Google http://thinkoutsidein.com/blog

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Social media is the same today as it was yesterday.


Its just now reached such a critical mass, its too hard to ignore. You dont want to be that guy or that brand who refuses to adapt to change and loses touch with reality."
Julia Roy Senior Manager, New Media Coach, Inc. http://juliaroy.com

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Now social media IS media.

And like all media it is at risk of getting corrupted, polluted, overly commercial, politicized and too powerful. It is up to all of us to prevent that from happening."
Shiv Singh, Director Digital Engagement & Social Media PepsiCo. http://goingsocialnow.com

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SOCIAL MEDIA IS

DRAMATICALLY
LEVELING THE PLAYING FIELD & CONNECTING US LIKE NEVER BE-F**KING-FORE.
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Nestle Caves to Activist Pressure on Palm Oil


After a two month campaign against Nestle for its use of palm oil linked to rainforest destruction spearheaded by Greenpeace, the food giant has given in to activists' demands. The Swissbased company announced today in Malaysia that it will partner with the Forest Trust, an international nonprofit organization, to rid its supply chain of any sources involved in the destruction of rainforests."
Mongabay.com, May 17, 2010

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After the election in Iran, cries of protest from supporters of opposition candidate Mir-Hossein Mousavi arose in all possible

media, but

the loudest cries were heard in a medium that didn't even exist the last time Iran had an election.

Iran Protests: Twitter, the Medium of the Movement, Time, June 17, 2009 44
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http://www.twitter.com/BPGlobalPR

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BPs official Twitter account: 16,000 followers.

http://www.twitter.com/BPGlobalPR

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BPs official Twitter account: 16,000 followers.

Satirical (anonymously-run) BP Twitter account:

180,000 followers.
http://www.twitter.com/BPGlobalPR

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y but ultimately, that's up to the public,one S now isn't it?"

http://www.twitter.com/BPGlobalPR

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http://www.youtube.com/user/juicystar07

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We're still in the process of picking ourselves up off the floor after witnessing first hand the fact that a sixteen-year-old YouTuber can deliver us three times the traffic in a couple of days that some excellent traditional media coverage has over five months. Juicystar07 and new media, we love you!"
Michael Fox, CEO, Shoes of Prey,
blogging about how 16yo Blair Fowler (aka Juicystar07)s video promoting their design-your-ownshoes website became the #1 most commented on and #5 most viewed video worldwide on YouTube.
http://www.youtube.com/user/juicystar07

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Never has so much money been raised for relief so soon after a disaster. This is a watershed moment. Its historic.""
Albe Angel, Founder and CEO
of Give On the Go, in response to the outpouring of aid that occurred via mobile and social media channels immediately following the 7.2 magnitude earthquake that devastated Port Au Prince, Haiti. Just two days after the earthquake, the American Red Cross had raised over $5 million from over 500,000 mobile phone users. http://hope140.org/haiti/
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Concurrently watching TV and tweeting is like being an armchair referee surrounded by a fire hydrant of intoxicatingly emotional, uncensored textual grunts. It...

screams the word global louder than the U.N.


Pete Blackshaw, EVP of Neilsen
Online Digital Strategic Services in a recent Advertising Age article titled "The World Cup of Social Media."

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IN FACT, SOCIAL MEDIA IS

REDEFINING VIRTUALLY F**KING EVERYTHING,


INCLUDING
(BUT NOT LIMITED TO)...
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HOW WE WORK.

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HOW WE PLAY.

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HOW WE LEARN.

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HOW WE SHARE.

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HOW WE DISCOVER.

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HOW WE CREATE.

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HOW WE COMPLAIN.

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HOW WE CELEBRATE.

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HOW WE MOURN.

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HOW WE APPLAUD.

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HOW WE INFLUENCE.

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HOW WE COLLABORATE

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HOW WE INVESTIGATE.

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HOW WE EVALUATE.

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AND EVEN HOW WE...

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ALL MEDIA
IS NOW SOCIAL MEDIA. YET THE BASIC RULES REMAIN THE SAME.
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RULE #1: LISTEN


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RULE #2: ENGAGE


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RULE #3: BE REAL.


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RULE #4: BE RESPECTFUL.


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RULE #5: HAVE FUN.


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IF YOU HAVENT GOTTEN ON THE TRAIN YET, DONT WORRY. YOU WILL. PRETTY SOON,

YOULL HAVE TO.


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Media is the connective tissue of society.


Media is how you know when and where your friend's birthday party is. Media is how you know what's happening in Tehran, who's in charge in Tegucigalpa, or the price of tea in China. Media is how you know why Kierkegaard disagreed with Hegel. Media is how you know about anything more than ten yards away. All these things used to be separated into public media (like visual or print communications made by a small group of professionals) and personal media (like letters and phone calls made by ordinary citizens). Now those two

modes have fused.


Clay Shirky, Cognitive Surplus, 2010
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ANYWAY, THATS PRETTY MUCH * ALL WE HAVE TO SAY ABOUT SOCIAL MEDIA.
*For now.
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BUT WED REALLY LOVE TO HEAR WHAT

YOU

HAVE TO SAY ABOUT IT.


*Go to http://brandinfiltration.com/wtf and tell us!

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TELL US WHAT YOU THINK:


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CREDITS
All photos in this presentation were purchase on iStockPhoto.com except where noted below.

SLIDE SOURCES
6-7 8 9 10 11 12 13 14 15 16 17 23 DATA: Facebook - http://bit.ly/12oAN DATA: Facebook - http://bit.ly/12oAN IMAGE: Hillary Stein on Flickr - http://bit.ly/crV5fH DATA: Forrester Research - http://bit.ly/dsG91J DATA: Youtube - http://bit.ly/H424X DATA: Youtube - http://bit.ly/H424X IMAGE: Adam on Flickr - http://bit.ly/bTPVPX DATA: Flickr - http://bit.ly/6FgBJ DATA: Mashable - http://bit.ly/aiTfEs

SLIDE
25 26 27 29 43 44 45 46 47 48 65 73

SOURCES
DATA: AdAge - http://bit.ly/cKFal6 DATA: Time Magazine - http://bit.ly/wNHR4 IMAGE: The White House on Flickr - http://bit.ly/9YqfWt DATA: Business Wire - http://bit.ly/cG5zwy DATA: Business Insider - http://bit.ly/9niEVi DATA: U.S. Census Bureau - http://bit.ly/y7zle QUOTE: Mongabay.com - http://bit.ly/axG7cz QUOTE: Time Magazine - http://bit.ly/bTnqHD IMAGE: Hamed Saber on Flickr - http://bit.ly/d8pQ5B QUOTE: Huffington Post - http://huff.to/d0CjDm QUOTE: 22Michaels.com - http://bit.ly/9PyTt7 QUOTE: ABC News - http://bit.ly/6c89sQ QUOTE: AdAge - http://bit.ly/ctYLlL IMAGE: Crystian Cruz on Flickr - http://bit.ly/bei3j7 IMAGE: Durex QUOTE: "Cognitive Surplus" by Clay Shirky IMAGE: Dominik Schwind on Flickr - http://bit.ly/bkEKBc
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DATA: Marketwire - http://bit.ly/aqDctI IMAGE: Balakov on Flickr - http://bit.ly/djoz76


DATA: Neatorama - http://bit.ly/aLI3sc DATA: Royal Pingdom - http://bit.ly/5zIadJ IMAGE: Mickipedia on Flickr - http://bit.ly/d9sAAd DATA: Mashable - http://bit.ly/9vKCaa DATA: Mashable - http://bit.ly/aDUfQ3 IMAGE: Rolling Stone

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