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IAB - social mainstream

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

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