Social Media is not a fad!It is a fundamental shift in the way we communicatewith others.
Social Media is not a fad!It is the use of technology as a medium for groupconversations.
Social Media is not a fad!It is about how the consumer is now in control due tothe enormous amount of information they can accessat any time; any where.
Definition - Social Network SitesSocial Network Sites (SNS’s) are defined as web-based services that allow individuals to: Construct a public or semi-public profile within a bounded system Articulate a list of other users with whom they share a connection View and traverse their list of connections and those made by others within the system
What do SNSs do?• Enable users to express their views• Open exposure results in connections between individuals• Shared interests, political views, or profession• Unique pages where one can "type oneself into being• Creation of "Friends," "Contacts," and "Fans”• A new way of doing business
Launch Dates for Major SNSs The three key SNSs 1997 Six Degrees.com that have contributed 1998 to the shaping of a new 1999 way of doing business 2000 and have laid the Ryze 2001 foundation to a whole Friendster 2002 new marketing 2003 LinkedIn; MySpace landscape of the 2004 Flickr; Facebook (Harvard-only) future are; Friendster, MySpace and 2005 YouTube; Facebook (high school networks); Yahoo 360 Facebook. 2006 Facebook (corporate networks) Facebook (everyone) & Twitter
The First SNSs The first SNS was launched in 1997, with the name of SixDegrees.com. Classmates.com was designed based on the business model that is used solely by magazine companies.
SixDegrees.com The founder of SixDegrees.com believes that his concept was simply ahead of its time and due to the inability to become a sustainable business caused it to fail, in 2000.
Ryze.com The next major step forward was accomplished when Ryze.com was launched in 2001 that targeted people in business. Ryze.com focused on leveraging business networks.
SNS’s Hit the Mainstream Social Networking didn’t hit the mainstream, until 2003 when the industry exploded into the SNSs Revolution. This is when MySpace.com was launched in Santa Monica, California. Rock bands from Los Angeles region began using the site to create profiles and local promoted capitalized on using the site to advertise VIP passes for promoting night clubs.
A Global Phenomenon• In 2007 MySpace dominated the U.S. media and abroad, SNSs were gaining in popularity worldwide.• Friendster become the preferred choice in the Pacific Islands.
A Global Phenomenon• Orkut became the premier SNS in Brazil and then rapidly entered into India.• QQ instant messaging dominated the Chinese market and then became the largest SNS worldwide once they added profiles and made fiends visible.
A Global PhenomenonThen Blogging services entered the U.S.,complete with SNS features, such as Xanga,LiveJournal, and Vox, than quickly attractedbroad audiences. QQ, Orkut, and LiveSpacesare as large or larger then MySpace but are notpopular in the U.S.
Niche Market Communities• Facebook.com began in 2004 and was exclusively used at Harvard.• Then in 2005, Facebook.com expanded to include high school students, professionals inside corporate networks, and then in 2006, allowed anyone to join.
Networks and Network StructureSNSs produce valuable data that can mapnaturalistic behaviors by the users.This data is gathered by the company by way ofthe usage of Profiles and linkage technology,which automatically collects information throughdatasets.
Networks and Network StructureAnalysis researchers are then able to explorelarge-scale patterns of friending, usage, trends,and other visible indicators.
Social Media Applications Usage by Age Age E- Web- Traditional SMS Text iPhone Video Oriented Group mail based Media 12-25 X X X X 25-45 X X X X X X 46-55 X X X X 55 & X X over 65 & X over
Social Media InteractionPeople use SNSs for Socializing, ConnectingFriends, Family Members, and Employees.1. Concept (art, information, or meme)2. Media (physical, electronic, or verbal)3. Social Interface (Intimate direct, communityengagement, social viral, electronic broadcast orsyndication, or other physical media such as print.)
Common Forms of Social Media sharing syndication
Distinguishing Terms by Gender Men and women use SNSs in significantly different ways. Men and women also have different reasons for visiting and engaging through SNSs. Men Women dating love sport people networking dancing metal shopping serious football can relationships girl dating love
Women Dominate Social Media Networks Worldwide Social Networking Category and Engagement by Females and Males May 2010 Source: comScore.com Social Networking Average % Composition % Composition % Composition % Reach Hours per Unique Visitors Pages Minutes Visitor Total 72.5% 100% 100% 100% 4.7 Audience All 75.8% 47.9% 57.0% 56.6% 5.5 Female All Male 69.7% 52.1% 43% 43.4% 3.9
Social Networking Category by Worldwide Region for Females and MalesSocial Networking Category byWorldwide Region Total Audience, Age 15+ (home and work locations) Source: comScore Media Metrix, May 2010 Social Networking % Reach by Region Females Males Worldwide 75.8% 60.7% Latin America 94.1% 91.9% North America 91% 87.5% Europe 85.6% 80.6% Pacific 54.9% 50.7%
The New Marketing Landscape Social Media Marketing is the number one sought-after strategy as of April 2010. Marketing Channels Social Mobile Email Media Devices In terms of budget allocation, the top three focus areas for marketers in 2010.Source: eROI
Most Popular Social NetworkingWebsites Estimated Unique Social Network Ranking Monthly Visitors Facebook 1 250,000,000 MySpace 2 122,000,000 Twitter 3 80,500,000 LinkedIn 4 50,000,000 Ning 5 42,000,000 Tagged 6 30,000,000 Classmates 7 29,000,000 Hi5 8 27,000,000 MyYearBook 9 12,000,000 MeetUp 10 8,000 Source: eBizMBA 08/02/10
Most Popular Social NetworkingWebsites Digg: the latest news headlines, videos, LinkedIn: relationships matter and images Twitter: share and discover what’s Stumbleupon: personalized happening right now, anywhere in the recommendations to help you discover world the best of the web Reddit: what’s new online! MySpace: a place for friends Facebook: connect and share with the Ning: create and discover Ning social people in your life networks for your interests and passions
By Age 0-17 X X 18-24 X X 25-34 X X X X X 35-44 X X X X X X 45-54 X X 55-64 X X 65 + X X X X
Education Level H.S. Diploma X X High School X Some College X X X X X X X X Bachelors X X Graduate X
Income Level & Gender $0-24K X X X $25-49K X X X X X X X X $50-74K X X X X X X X X $75-99K X X X X X X X X $100-149K X $150K + X Male X Female X Source: Flowtown & Google Ad Planner Data
We No Longer Search for theNews – The News Finds Us! 92% of Americans use multiple platforms to get news 46% of Americans 7% of Americans get news from 4-6 get news from a Media Platforms Single Media Platform 61% Online 50% Local Paper 78% On a Typical Day….. Local TV 26% Cell Phone 73% National TV 17% 54% National Paper Radio
Social Media Types Social Media has taken on many different forms that include internet forums, weblogs, social blogs, microblogging, wikis, podcasting, pictures, video, and social bookmaking. Social Media Types Collaborative Blogs & Content Projects Microblogs Communitie s Virtual SNSs Virtual Communities Game World
Social Media SoftwareApplications • Communication • Presentation sharing • Events • Reviews and opinions • Information Aggregators • Product reviews • Online Advocacy and • Business reviews Fundraising • Community Q&A • Collaboration/authority • Entertainment building • Media and entertainment • Social navigation platforms • Multimedia • Virtual world • Photography and art • Game sharing sharing • Brand monitoring • Video sharing
Could Social Media Transform aBusiness • Every day businesses are finding new creative ways to benefit from the use of social media networking sites. • Social media marketing is the new way to communicate with existing and new customers.
Social Media and "Social Authority" • establish a strong “Social Authority” image • demonstrate that you are an “expert” in your field • influence their buying behavior • a conversation building medium • participating in Wikipedia • provide valuable content • article writing and distributing
Social Media Users More Likely toBuy from Brands They Follow % of Respondents That Answering Yes Facebook Are you more likely to 51% buy since becoming a Twitter fan/follower? 67% Are you more likely to 60% recommend since becoming a 79% fan/follower? 0 25 50 75 100Source: March 16 2010, CMB Consumer Pulse
Primary Reason that US Internet UsersAre Fans of a Brand On Facebook.com To receive discounts and promotions 25% I am a customer of the company 21% To show others that I like/support this brand 18% It’s fun and entertaining 10% To be the first to know information about the brand 8% Gain access to exclusive content 6% Someone recommended it to me 5% To be part of a community of like-minded people 4% I work for/with the company 2% I own stock in the company 0% None of these 0% Note: 1,504 ages 18 +; numbers may not add up to 100% due to rounding. Source: CMB and iModerate Research Technologies as cited in press release, March 10, 2010. www.marketer.com
Step Three: Build a StrongFoundationThe foundation should be the platform that provides acentralized resource that directs traffic and measureefficacy.• Articles• Press Releases• RSS/XML Feeds• Comments• Forum Discussions
Step Four: Create an ActionPlan• Monitor and Measure• Create and Communicate• Empower and Engage
Step Five: Identify SNSs byClient DemographicsWho is your target customer and what SNSdo they use most often?• Age• Gender• Location• Education Level
Privacy IssuesSocial networks have has more than their share of privacyissues. Some of the main concerns are SNSs usually offer the user the option to make their profiles public or private.