Your SlideShare is downloading. ×
0
MAY 15, 2012                          Social Networks:                          Stats, Challenges                         ...
Overview Usage Trends Facebook Dominates Ad Revenues The Measurement Challenge Case Studies Key Takeaways
Social Media Usage
Half of the US population will use socialnetworks in 2012
Two-thirdsof USinternetusers willuse socialnetworksin 2013
The US is a mature marketwith slowing user growth
Usageskewsfemale and18-59.
Asians, blacks and Hispanicsare heavy users
Even in the older age ranges, at least 4 out of5 US internet users use social media once amonth
A majorityof momsuse theinternet andsocialnetworks,particularlyFacebook
Facebook Dominates
Facebook is on top, but visually-focusedsites like Tumblr and Pinterest areattracting attention from marketers
90% ofsocialnetworkusersare onFacebook
Mobile usability still needs to catch up
Social NetworkAd Revenues
Worldwide social network ad revenueswill approach $8 billion in 2012
The US willaccountfor almost50% ofworldwidesocialnetwork adrevenues
Facebookaccountsfor amajority ofthat money
Facebookis thedominantforce insocialnetworkadvertising
Facebook trends to watch in 2012: Privacy. The FTC agreement doesn’t mean  Facebook’s privacy challenges are over. There ...
But growth among other networks andvenues should not be underestimated Twitter. Will see US ad revenues nearly double fro...
Social MediaMeasurement
The state of social media measurement Companies say measurement is not very  effective. Even though there are many ways t...
Marketers are more apt to count fansand ‘likes’ than sales
Marketers do not have consistent waysof measuring social media successFew tools are fully integrated and many use none
Getting to the metrics that matter Social media measurement has evolved, but still  doesn’t satisfy most marketers. The e...
How to get to the metrics that matter                                                    Look at more                     ...
Three goals for increasing measurementsophistication in 2012 It’s not the fans, it’s what you do with them.  Understand w...
Case Studies
Case study: Adobe Photoshop engagesits loyal fans to share the love July 2009: 240,000 fans of Facebook page, without any...
What Photoshop achieved: February 2010: 500,000 “likes” October 2010: 1 million “likes” December 2010: 1.5 million “lik...
Case study: Clarisonic builds support fora cause via FacebookClarisonic, a skincare company,partnered with nonprofit LookG...
The campaign led to increases inseveral key Facebook metrics
What Clarisonic achieved: Facebook campaign  netted $30K in donations Clarisonic’s Facebook  Page now has more than  119...
Case Study: Discovery managesa network of pages Nearly 75 Facebook pages for its networks  and TV shows. Managed by a so...
What Discovery achieved: As of July 2011, Discovery had 39.7 million “likes”  across all its pages, adding 500,000 a week...
Key Takeaways
Best practices for marketers Let fans create the community. Rather than  force interactions among fans, let the community...
Thank you!Dannielle KawamotoeMarketerdkawamoto@emarketer.com@DanniKawamoto
Social Networks: Stats, Challenges and Success Stories - Dannielle Kawamoto
Upcoming SlideShare
Loading in...5
×

Social Networks: Stats, Challenges and Success Stories - Dannielle Kawamoto

666

Published on

Social Networks: Stats, Challenges and Success Stories
Dannielle Kawamoto, Business Development Manager, eMarketer

Marketers are increasingly convinced of the benefits of engaging with their customers on social media platforms. And users of all ages and races are rising to the occasion, interacting with brands in record numbers. But while measuring followers and Facebook “likes” provides marketers with hard numbers, no one yet knows how those numbers translate into a quantifiable return for brands. This keynote will answer the following questions:

1. How are the demographics of social network users evolving?
2. What are projected social network ad revenues through 2014?
3. How do privacy concerns impact the way Facebook interacts with its members?
4. How are marketers measuring the return on social media advertising?
5. What are some best practices that marketers should keep in mind when implementing a social media campaign?

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
666
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Social Networks: Stats, Challenges and Success Stories - Dannielle Kawamoto"

  1. 1. MAY 15, 2012 Social Networks: Stats, Challenges and Success StoriesDannielle Kawamotodkawamoto@emarketer.com@DanniKawamoto
  2. 2. Overview Usage Trends Facebook Dominates Ad Revenues The Measurement Challenge Case Studies Key Takeaways
  3. 3. Social Media Usage
  4. 4. Half of the US population will use socialnetworks in 2012
  5. 5. Two-thirdsof USinternetusers willuse socialnetworksin 2013
  6. 6. The US is a mature marketwith slowing user growth
  7. 7. Usageskewsfemale and18-59.
  8. 8. Asians, blacks and Hispanicsare heavy users
  9. 9. Even in the older age ranges, at least 4 out of5 US internet users use social media once amonth
  10. 10. A majorityof momsuse theinternet andsocialnetworks,particularlyFacebook
  11. 11. Facebook Dominates
  12. 12. Facebook is on top, but visually-focusedsites like Tumblr and Pinterest areattracting attention from marketers
  13. 13. 90% ofsocialnetworkusersare onFacebook
  14. 14. Mobile usability still needs to catch up
  15. 15. Social NetworkAd Revenues
  16. 16. Worldwide social network ad revenueswill approach $8 billion in 2012
  17. 17. The US willaccountfor almost50% ofworldwidesocialnetwork adrevenues
  18. 18. Facebookaccountsfor amajority ofthat money
  19. 19. Facebookis thedominantforce insocialnetworkadvertising
  20. 20. Facebook trends to watch in 2012: Privacy. The FTC agreement doesn’t mean Facebook’s privacy challenges are over. There will be more attention than ever on how Facebook uses its members’ information. Ad revenue. To keep ad revenues growing, the company will spend more time evangelizing the benefits of buying ads to support a Facebook marketing presence. Mobile. Facebook needs to make its mobile platform even better to attract international audiences. And mobile ads are long overdue.
  21. 21. But growth among other networks andvenues should not be underestimated Twitter. Will see US ad revenues nearly double from 2012 to 2014, rising from $234 million to a projected $448 million. LinkedIn. US ad revenues will grow 68% over the next three years, increasing from $145 million to $243 million. Other social networks. Ad spending on other networks, which include the fast-growing Google+, will double from $354 million in 2012 to $700 million in 2014. Social games. Will see 36% growth in ad revenues, increasing from $248 million in 2012 to $336 million in 2014, with FarmVille creator Zynga the leader in this space. Social apps. Revenues from paid ads appearing in social apps and widgets will increase 69% from 2012 to 2014, rising from $68 million to $115 million.
  22. 22. Social MediaMeasurement
  23. 23. The state of social media measurement Companies say measurement is not very effective. Even though there are many ways to measure, concrete success metrics remain elusive. Fan count is still a top metric. 60% of marketers use friends, followers or “likes” as a success measure (Chief Marketer, 2011). The ROI question is unanswered. Return on investment is a top challenge, making budgeting difficult. Marketers are drowning in metrics. This has led to paralysis by data overload.
  24. 24. Marketers are more apt to count fansand ‘likes’ than sales
  25. 25. Marketers do not have consistent waysof measuring social media successFew tools are fully integrated and many use none
  26. 26. Getting to the metrics that matter Social media measurement has evolved, but still doesn’t satisfy most marketers. The effectiveness question remains top of mind. Measurement and budget go hand in hand. Marketers need adequate metrics to be able to determine budget allocations. Marketers are still too reliant on counting what is easy to measure. Counting fans and followers is fine as a basic benchmark metric, but marketers must strive to understand what those hand-raisers do for them.
  27. 27. How to get to the metrics that matter Look at more than branding results Don’t wait for the silver bullet success metric Know your business goals Measure(something!) Be a leader in the next phase of social media measurement.
  28. 28. Three goals for increasing measurementsophistication in 2012 It’s not the fans, it’s what you do with them. Understand who your brand followers are and how influential they can be on your behalf. Go beyond brand metrics. The more marketers can work toward understanding how social media impacts actual business, the better. Integrate social analytics and marketing analytics. Understand how social media can make other media spending more efficient, and how online buzz relates to overall marketing performance.
  29. 29. Case Studies
  30. 30. Case study: Adobe Photoshop engagesits loyal fans to share the love July 2009: 240,000 fans of Facebook page, without any active involvement. Product management team took over the page and asked fans what they wanted. The team posts questions, tips and tutorials, and video demonstrations five times a week.“I think about it as if I’m designing the product. I thinkabout the user. Is this piece of content we’re about toshare useful to them?”—Maria Yap, Adobe’s director of product management
  31. 31. What Photoshop achieved: February 2010: 500,000 “likes” October 2010: 1 million “likes” December 2010: 1.5 million “likes” July 2011: 2.6 million “likes”“You’re not making the community—you’re part of it.”—Maria Yap
  32. 32. Case study: Clarisonic builds support fora cause via FacebookClarisonic, a skincare company,partnered with nonprofit LookGood…Feel Better in May 2010.“Like” campaign: Promotion:Donated $1 for every social networks, emailnew “like” during blasts, Facebook ads,Breast Cancer and company websiteAwareness Month, and blog.October 2010.
  33. 33. The campaign led to increases inseveral key Facebook metrics
  34. 34. What Clarisonic achieved: Facebook campaign netted $30K in donations Clarisonic’s Facebook Page now has more than 119,000 fans Will leverage relationships with celebs like “Black Swan” star Mila Kunis for Look Good…Feel Better
  35. 35. Case Study: Discovery managesa network of pages Nearly 75 Facebook pages for its networks and TV shows. Managed by a social media team of eight. The social media team works directly with the network and show teams and meets regularly to discuss best practices. Posts include video clips, chats with show talent, news articles and cross-page promotions.
  36. 36. What Discovery achieved: As of July 2011, Discovery had 39.7 million “likes” across all its pages, adding 500,000 a week. “MythBusters” is Discovery’s largest page, with 4.4 million “likes,” up from 808,000 in July 2010. Facebook chat with Buddy Valastro from “Cake Boss” had over 5,000 comments in 60 minutes.“Each network retains its own voice, priorities andpersonality, but you get all the benefits of a central team.”—Gayle Weiswasser, Discovery’s VP of social media communications
  37. 37. Key Takeaways
  38. 38. Best practices for marketers Let fans create the community. Rather than force interactions among fans, let the community grow and bond organically. Know what topics and issues are important to your customers. Learn from fans’ interactions and mesh offline behaviors with online promotions. Short-term promos need long-range planning. Discounts can help buy “likes,” but that is only the start of the brand relationship. Link and integrate Facebook pages to maximize interactions. A network of branded pages can be stronger than the sum of its parts.
  39. 39. Thank you!Dannielle KawamotoeMarketerdkawamoto@emarketer.com@DanniKawamoto
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×