Social media in 2010 and 2011Presentation Transcript
Social Media in 2010 and 2011Jez Jowett, SoMe Director
FactsCase StudiesFor the Future. “Social media is the on-‐going conversa4on of the planet. As 4me goes on, it is my home on the internet. It is my home page, the place where I spend the most 4me. It is where I do business. It is where I hang out with my friends. It’s where I ﬁnd out about new movies, television and products.” Kurt Sondregger, VP Marke4ng, Ploom.
Facts about 7 Social Media(and why you care) TIME UK: Social networking accounts for 23% of all time spent online 1 Global: 500 billion minutes on Facebook per month (2009 =150) 2 Global: Every min, 24 hrs of videos uploaded to Youtube (2 billion views p/d) 3 Europe: 16-24 year olds cram 5hrs into 2hrs per day 41. Ofcom August 2010 UK 2. Facebook Inisights Jan 2010 3. YouTube blog, March 2010 4. Ofcom, August 2010
Facts about 7 Social Media(and why you care) AUDIENCE Global: women spend 30% more time onsocial networks than men 1Europe: 33% of 12-24yr olds arecontacteable 24/7 2UK: adults 50+ account for more than 1/4of internet users 3 1. Ofcom August 2010 2. Comscore, July 2010 3. Daily Telegraph June 2010
Facts about 7 Social Media(and why you care) ACTIVITIES US: 1 in 8 marriages in 2009 were peoplemeeting through social media60% ‘to keep in touch with family and friends”55% looking at people’s interests & what they’ve done 50% want to meet people with similar interests 47% to express opinions and views on a topic 20% dating / adult related 17% looking for a job / networking
Facts about 7 Social Media(and why you care) PERSUASION UK: 90% trust friend’s recommendations UK: 70% trust stranger’s suggestions Global: 69% of all searches are Google1. Ofcom August 2010 UK 2. Simply Zest 2010 3. Simply Zest 2010 4. Techeye.net July 2010
Facts about 7 Social Media(and why you care) GROWTH 2009+: Twitter 577%, Facebook 188%, Linkedin 89%, FourSquare 2m USA: 2009 marketing budget 6%, 2010 10%, 2014 18% Global: $716m in 2009, $3.1bn in 20141. Sun Sentinel 2010 2. Simply Zest 2010 3. Forrester July 2009
Facts about 7 Social Media(and why you care) VALUE Global: Engaged brands +18%, least -6% USA: @DellOutlet $4m Twitter revenue $3.60 - $136 Facebook fan value.1. Engadgement.db 2009 2. Everything PR 2010 3.. Marketing Pilgrim Feb 2010
Facts about 7 Social Media(and why you care) OPPORTUNITY USA: 88% of marketers using social media for marketing Global: Search by product name increases x 2.8 after SM exposure Global: “A brand’s online reputation is directly correlated to it’s share price’1. Ofcom August 2010 UK 2. Mashable 2010 3. Business Week 2008
Facts Case Studies For the Future.OLD SPICE Above the line campaign, ampliﬁed through social media QUEENSLAND TOURISM PR campaign, ampliﬁed through social media UNITED AIRLINES Customer service disaster, ampliﬁed through SM
Overview Challenge: Boost the brand and re-appraisal. Context: Growth of category & competition Insight: women purchased 50% of products. Strategy: Engage men & women in a conversation Execution: Online, ATL, media , PR, social media.
Stage 1: Online & ATL kq20bwF(7O!XjfJ VIDEO REMOVED
Stage 2: Paid Media & Partnerships
Stage 3: Owned and Earned Media
UGC & viral phenomena VIDEO REMOVED
PR & appearances
The response campaign VIDEO REMOVED
Agile response to Influencers & Mainstream VIDEO REMOVED
Social results so far Day 1: 5.9m view (more than Obaama) Day 2: 8/11 top videos viewed Day 3: 20m views 1 week: 40m views Twitter: + 2700% Traffic to OldSpice.com + 300% No 1 most viewed brand channel on Youtube
Sales results so far. Last 6 months sales growth: + 27% (YOY) Last 3 months sales growth: + 55% (YOY) Last 1 month sales growth: + 107% (YOY)
Overview Challenge: Tourism Queensland visitor numbers Context: Declining tourism and recession Insight: Virtual reality programmes & SM Strategy: ‘Best Job in the World’ Execution: Online, media, events, PR, social media, UGC.
PR VIDEO REMOVED
Experiential / Roadshows
UGC VIDEO REMOVED
Results $400m AUD of media coverage, 3bn reach 35k video entries. 201 countries. 8m web visitors, 55m page views, 8min average
Overview Context: Passenger sees his guitar being mishandled Customer Service: United refused to take the blame and reimburse him Strategy: Dave carroll did what he knew best. Wrote a song. Execution: Filmed, uploaded to Youtube, blogg’d about it. Shared it.
The Song. VIDEO REMOVED
Facts Case Studies For the Future.LISTEN INVOLVE CREATE CSR VALUE / ROI VIRTUAL
Sugges4ons for the future (some already in place) LISTEN Chief ListenerDevelop a listening strategyFilter the shouts and whispersCreate a dashboard for each BU
Sugges4ons for the future (some already in place) INVOLVE Fans & friendsThe world’s largest focus groupNot just online, but real life eventsBehind the scenesShow them innovation and NPD
Sugges4ons for the future (some already in place) CREATE Content that’s usefulie brand utilities and appsContent that’s shareableembeddable, easy to share and forwardSocial profilesReflecting your personality and service levelVideo ‘How to Paint…..’ anything!From staff, from fans, from film and music.
Sugges4ons for the future (some already in place) CSR Paint the WorldsResponsibly & ethically- real world, digital and virtual.TransparencyFrom source to surfaces.Prepare for a crisisIt will happen. You’ll need social media.
Sugges4ons for the future (some already in place) VALUE / ROI Return on influence.Relationship return.Data and dashboardsData aggregation, mapping, visualisation, correlation.Contact to convert,‘The Return Generator’Propensity to purchase algorithmU objective, x channel, y spend = z return. Click.
For the Future (on the horizon, or already here) VIRTUAL WORLDS Second Life ?World of Warcraft? Gaming. Bigger than ever.Virtual attendanceConferences, shows, special occasions. Green.Watch the future, in filmsMinority Report, Matrix, Total Recall. Avatar.