Business Social Networking: Mexico


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  • Social networking, the process of communicating with friends and acquaintances via online devices, apps and websites has reached phenomenal proportions.
  • 40% of companies globally have successfully used social networks to find new customers, scotching the comments of pundits who deny that such networks produce hard business outcomes
  • The importance of these networks to marketing activities is witnessed by the fact that 27% of firms globally actively devote marketing budget to social networking activity in order to reach and retain existing customers
  • Of the specific industries surveyed, ICT, Retail, Media & Marketing and Consultancy were above average in their use of business social networks. Manufacturing, Financial Services and Healthcare were below average
  • A hardcore of sceptics exists (34%) who do not believe business social networks will ever be a significant method of reaching customers and prospects, although this proportion may diminish as examples of successful practice are more widely publicised
  • Dell, which has far-more business than consumer customers and considers itself more a B2B rather than a B2C focused company, claims that a recent social media campaign generated $6m in new business. The digital user journey through to point of sale was comprehensive and the campaign only ran on social media18.
  • Pepsico Refresh project which let the public submit ideas for grants and then enabled the public to vote for the best ideas (over 30 million votes have come in so far), was driven by social media. It generated over one billion media impressions – broadcast, print and online (and sold a lot of Pepsi). That social media-led project has done more to change the whole company’s brand, for the good, than any other campaign19.
  • Starbucks launched a blog-based My Starbucks Idea website with traffic driven from its social media real estate. Customers suggest ideas that they’d like to see Starbucks implement, release as products, improve, etc. Since the campaign began, they’ve released almost 100 of the ideas to market20.
  • Business Social Networking: Mexico

    1. 1. Social success? <br />
    2. 2. A global phenomenon<br />400+ million worldwide users <br />Social networking currently accounts for 22% of all time spent online1<br />1) Nielsen Company, June 15th 2010 <br />
    3. 3. A new opportunity for business?<br />70 million members worldwide3<br />700,000 small businesses2<br />But what do businesses use these professional social networks for? <br />2) SysComm International 2010<br />3) LinkedIn 2010<br />
    4. 4. A global survey of business social networking <br />15,000 respondents<br />75 countries<br />REPORT<br />
    5. 5. Global Findings<br />62%<br />700,000 small businesses2<br />Social Networks are now actively used by companies worldwide for various networking functions <br />
    6. 6. Global Findings<br />700,000 small businesses2<br />40% have successfully used social networks to find and acquire new customers. <br />
    7. 7. Global Findings<br />700,000 small businesses2<br />58% keep in touch with business contacts <br />
    8. 8. Global Findings<br />700,000 small businesses2<br />54% use networks to gather useful business information <br />
    9. 9. Global Findings<br />700,000 small businesses2<br />27% have a formal marketing budget line devoted to retaining customers<br />
    10. 10. Global Findings<br />700,000 small businesses2<br />54% of companies use business social networking to join special interest groups <br />
    11. 11. Global Findings<br />ICT<br />Media /Marketing<br />Retail<br />Consultancy<br />Financial services<br />Average use of social networks<br />700,000 small businesses2<br />Healthcare<br />Manufacturing<br />Certain industries are making more use of social networking than others<br />
    12. 12. Global Findings<br />700,000 small businesses2<br />34% do not believe business social networks will ever be a significant method of reaching customers and prospects<br />
    13. 13. Regional Findings<br />57%<br />73%<br />700,000 small businesses2<br />More respondents in Mexico use social networks on a personal level<br />
    14. 14. Regional Findings<br />40%<br />70%<br />700,000 small businesses2<br />More firms in Mexico use social networking to keep in touch with contacts <br />
    15. 15. Regional Findings<br />33%<br />50%<br />700,000 small businesses2<br />Firms in Mexico are very successful in acquiring new customers through social networking (2nd most likely globally)<br />
    16. 16. Case Study: Regus<br />
    17. 17. Case Study: Dell<br />$6m new business<br />Refresh B2B Campaign<br />Exclusively Social Media<br />
    18. 18. Case Study: Pepsico<br />Refresh B2C project <br />1 Billion<br />Media impressions<br />Driven by social media<br />
    19. 19. Case Study: Starbucks<br />100 <br />new products developed<br />My Starbucks Idea website <br />Driven by social media<br />
    20. 20. Summary<br />Confirms the rising role of business social networking<br />Significant new revenues can be gained by savvy firms <br />Increasing numbers devote dedicated marketing budget to social networking activity<br />
    21. 21. NOTES<br />Additional Mexican content/stats to follow this slide<br />
    22. 22. Most popular internet sites in mexico<br />1 Google<br />2 Windows Live<br />3 YouTube<br />4 Metroflog<br />5 Hi5<br />
    23. 23. Global internet users15+ home & work locations<br />comScore world metrixjuly 2009<br />
    24. 24. Distribution of worldwide internet audience<br />comScore world metrixjuly 2009<br />Europe<br />Latin America<br />Middle East/ Africa<br />Asia Pacific<br />
    25. 25. Online engagement by country<br />comScore world metrixjuly 2009<br />
    26. 26. Mexico<br />