SOCIAL GOES MAIN<br />STREAM<br />CIARÁN NORRISHEAD OF SOCIAL MARKETING<br />
Why?Facts & trends in social<br />How?Putting it into practice<br />Who?Case studies<br />
Why?<br />
Facebook Breaks 500 Million<br />
1.3m viewers(BARB Oct 2009)<br />9.2m Viewers<br />Christmas Ep <br />(BARB Dec 2009)<br />1.8m Breakfast Show <br />(RAJA...
THE LADDER<br />Creators<br />Critics<br />Collectors<br />Joiners<br />Spectators<br />Inactives<br />Forrester’s Social ...
7<br />LONDON, 2005<br />
Mobile Internet Usage<br />80%<br />55%<br />10%<br />
NEW YORK, 2009<br />@jkrums<br />
10<br />THE LADDER’SON ITS SIDE<br />ambientlight.ca<br />
11<br />
12<br />
13<br />
But!<br />
ONLY 20%OF MOST POPULAR VIDEOS ARE UGC<br />
16<br />80% <br />OF CONTENT SHARED ON TWITTER IS PROFESSIONALLY PRODUCED<br />
OVER<br />3,000TWEETS AMINUTE<br />
TECHNOLOGY<br />BECOMES MORE USABLE<br />
How?<br />
A<br />udience<br />ims<br />pproach<br />reas<br />ssets<br />ctivation<br />nalyse<br />Process<br />
Audience<br />
Aims<br />Jeff Milner on flickr<br />
DO YOU HAVE THE<br />Approach<br />RESOURCES?<br />WHAT IS YOUR CHOICE<br />ARCHITECTURE?<br />On1stsite on flickr<br />
NO REASON<br />TO BE POSITIVE<br />
SIMPLE INCENTIVES<br />CAN BE POWERFUL<br />
Now we decide whether you need to be on Facebook/Twitter/YouTube/etc...<br />Areas<br />
Assets<br />ENSURE CONTENT IS SHAREABLE & TRULY SOCIAL<br />
Now we decide whether you need to be on Facebook/Twitter/YouTube/etc...<br />Areas<br />Activation<br />Ivan Walsh on flic...
Why else does this matter?<br />Analyse<br />
Who?<br />
BASE ACTIVITIES<br />ON WHAT CONSUMERS ARE DOING<br />
Tagging Ikea<br />
33<br />MAKE<br />INTERACTIONS<br />EASY,AND SHAREABLE<br />
OVER<br />68<br />MILLION IMPRESSIONS<br />
35<br />PARTNER WITH<br />UTILITY<br />
MAKING AN  EVENT<br />OUT OF ADVERTISING<br />
TALK TO THE PEOPLE<br />YOUR AUDIENCE LISTENS TO<br />
CONCLUSION<br />DON’T BE SCARED – GET INVOLVED<br />THINK ABOUT WHO YOU WANT TO TALK TO<br />MAKE IT EASY FOR CONSUMERS TO...
CIARAN.NORRIS@MINDSHAREWORLD.COM<br />vistamommy on flickr<br />
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IAB - social mainstream

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IAB - social mainstream

  1. 1. SOCIAL GOES MAIN<br />STREAM<br />CIARÁN NORRISHEAD OF SOCIAL MARKETING<br />
  2. 2. Why?Facts & trends in social<br />How?Putting it into practice<br />Who?Case studies<br />
  3. 3. Why?<br />
  4. 4. Facebook Breaks 500 Million<br />
  5. 5. 1.3m viewers(BARB Oct 2009)<br />9.2m Viewers<br />Christmas Ep <br />(BARB Dec 2009)<br />1.8m Breakfast Show <br />(RAJAR Q3 2009)<br />783,000 UK circulation<br />(ABC Dec 2009)<br />It’s the new mainstream<br />23m Active Users<br /> 12m+ daily reach<br />(25 min session time/day)<br />2.9m daily readers <br />(ABC Nov 2009)<br />12.4m <br />Semi-Final<br />(BARB Dec 2009)<br />250,000 monthly circulation<br />(ABC Nov 2009)<br />
  6. 6. THE LADDER<br />Creators<br />Critics<br />Collectors<br />Joiners<br />Spectators<br />Inactives<br />Forrester’s Social Technographic Ladder 2007<br />ambientlight.ca<br />
  7. 7. 7<br />LONDON, 2005<br />
  8. 8. Mobile Internet Usage<br />80%<br />55%<br />10%<br />
  9. 9. NEW YORK, 2009<br />@jkrums<br />
  10. 10. 10<br />THE LADDER’SON ITS SIDE<br />ambientlight.ca<br />
  11. 11. 11<br />
  12. 12. 12<br />
  13. 13. 13<br />
  14. 14. But!<br />
  15. 15. ONLY 20%OF MOST POPULAR VIDEOS ARE UGC<br />
  16. 16. 16<br />80% <br />OF CONTENT SHARED ON TWITTER IS PROFESSIONALLY PRODUCED<br />
  17. 17. OVER<br />3,000TWEETS AMINUTE<br />
  18. 18. TECHNOLOGY<br />BECOMES MORE USABLE<br />
  19. 19. How?<br />
  20. 20. A<br />udience<br />ims<br />pproach<br />reas<br />ssets<br />ctivation<br />nalyse<br />Process<br />
  21. 21. Audience<br />
  22. 22. Aims<br />Jeff Milner on flickr<br />
  23. 23. DO YOU HAVE THE<br />Approach<br />RESOURCES?<br />WHAT IS YOUR CHOICE<br />ARCHITECTURE?<br />On1stsite on flickr<br />
  24. 24. NO REASON<br />TO BE POSITIVE<br />
  25. 25. SIMPLE INCENTIVES<br />CAN BE POWERFUL<br />
  26. 26. Now we decide whether you need to be on Facebook/Twitter/YouTube/etc...<br />Areas<br />
  27. 27. Assets<br />ENSURE CONTENT IS SHAREABLE & TRULY SOCIAL<br />
  28. 28. Now we decide whether you need to be on Facebook/Twitter/YouTube/etc...<br />Areas<br />Activation<br />Ivan Walsh on flickr<br />
  29. 29. Why else does this matter?<br />Analyse<br />
  30. 30. Who?<br />
  31. 31. BASE ACTIVITIES<br />ON WHAT CONSUMERS ARE DOING<br />
  32. 32. Tagging Ikea<br />
  33. 33. 33<br />MAKE<br />INTERACTIONS<br />EASY,AND SHAREABLE<br />
  34. 34. OVER<br />68<br />MILLION IMPRESSIONS<br />
  35. 35. 35<br />PARTNER WITH<br />UTILITY<br />
  36. 36. MAKING AN EVENT<br />OUT OF ADVERTISING<br />
  37. 37. TALK TO THE PEOPLE<br />YOUR AUDIENCE LISTENS TO<br />
  38. 38.
  39. 39. CONCLUSION<br />DON’T BE SCARED – GET INVOLVED<br />THINK ABOUT WHO YOU WANT TO TALK TO<br />MAKE IT EASY FOR CONSUMERS TO MAKE THE RIGHT CHOICE<br />PICK THE TOOL FOR THE JOB, NOT THE JOB FOR THE TOOL<br />DON’T FORGET ACTIVATION<br />HAVE FUN!<br />
  40. 40. CIARAN.NORRIS@MINDSHAREWORLD.COM<br />vistamommy on flickr<br />
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