Social media threat or promise

Social Media: Threat or Promise? Google+ Facebook Twitter LinkedIn ‘ Freemium’ model Private Social Networks Mobile Privacy

BlackPlanet.com , Flickr.com , Reunion.com, aSmallWorld, Bebo , Blue Dot, Bolt, Broadcaster.com, Buzznet, CarDomain , Consumating, Couchsurfing , Cyworld, Dandelife, DeadJournal, DontStayIn, Doostang, Ecademy , eSPIN, Facebook , Faceparty, Flickr, Flirtomatic, Fotki, Friends Reunited , Gaia Online, Geni.com, GoPets, Graduates.com, Grono.net , Hyves, imeem, G o o g l e + , Infield Parking , iWiW, Joga, Bonito, Last.fm , LibraryThing, LinkedIn , LiveJournal, LunarStorm, MEETin, MiGente.com, Mixi, MOG, Multiply, My Opera Community , myYearbook, Netlog, Nexopia, OUTeverywhere, Passado, Piczo, Playahead, ProfileHeaven, Pownce, RateItAll , Reunion.com, Searchles, Sconex, Shelfari ,Soundpedia, Sportsvite , Studivz, TagWorld, TakingITGlobal, The Doll Palace, The Student Center , Threadless, TravBuddy.com, Tribe.net, TWITTER , WebBiographies, Windows Live Spaces , Woophy, XING , Xuqa, Yelp Social Media is Pervasive

An overview of Global Social Media

Horses for Courses…
Facebook dominates, but not everywhere…
Mixi in Japan,
V Kontakte in Russia
Orkut in Brazil
Qzone & RenRen in China

This map of the world was drawn by Facebook data structuring intern Paul Butler using only relationship connections between 10 million Facebook friends. Note that Brazil, Russia and China are not as illuminated. This is because other social networks dominate those countries.

Africa 3,066,749 Asia 13,840,234 Europe 23,183,101 Latin America 8,702,423 Middle East 2,578,597 North America 48,404,258 Oceana 2,371,462 Country Examples: India 9,114,910 China 1,085,343 Brazil 3,623,137 100 Million!

How global is social media….? http://newin.linkedin.com/ LinkedIn, the preferred platform for white collar professionals: +100 Million Members in over 200 countries and territories More than half located outside the US There were nearly two billion people searches on LinkedIn in 2010. A new member every second…

The “Big 3”
LinkedIn – 100 Million members, primarily white collar professionals, more than 50% outside US
Facebook – 600 Million members, broad demographic, primarily personal/social use
Twitter – 200 Million users posting 65 million Tweets and 800,000 search queries a day
The main issue is segmentation, picking the right platforms for your target audiences.

Others?
When should you be looking at other platforms?
For localization (language, context, brand and critical mass).
Caution:
Have a solid plan for social media in your home market before trying to tackle a niche platform in another language/culture

Opportunities: How to get more Members
Leverage existing Networks and Groups
Publish – research reports, white papers, blogs
Recruit thought leaders and the highly connected
“ Freemium” model – try then buy
Member get a member…

Opportunities: How to get more customers
All of the above and …
Market segmentation and research prospects
Position the association as the trusted source
Developing countries and markets are hungry for certification and credentials

Threat or Opportunity? Existing Networks Example for “Radiology” 78 groups on LinkedIn. Groups on “Ning” Representing thousands of potential members.

Threat or Opportunity? Existing Networks “ DoctorsHangout” has many Indian members

Threat or Opportunity? Existing Networks SERMO is a free to join network of more than 120,000 physicians.

Opportunity: segment and market Advanced People Search with LinkedIn Can include key words, postcode, size of company, job title, language, seniority level and more.

Opportunity: segment and market Highly Targeted. Gives you access and content. Helps to identify other groups and communities Gives you a contact on which to build more relationships.

Opportunity: segment and market Facebook Advertising Pay by click or impressions Segmentation less fine tuned (pre-selected “Likes and Interests”

Threat or Opportunity? “Freemium” model Membership is open and “free” on LinkedIn or Facebook. Members must be paid up in good standing to access the SfN private members only network.

Threat or Opportunity? Blogs and experts Many experts hosts blogs and are a source of information and/or expertise.

Social Media: Threat or Opportunity?
Opportunities:
Communicate with Members
Recruit new members
Reach a wide audience
Tools are free or inexpensive
Easy to get started
Able to involve more people
Leverages “Word of Mouth”
Engages younger members
Threats:
Low barrier for new competitors
New forms of legal risk
Hard to measure results/ROI
Adds new layers of complexity
Rapidly changing tools
Hard to control brand /image
Requires dedicated resources
Changes member expectations

Discussion
What is your experience?
Do you have a plan?
Who “owns” social media in your organization?
Do you use social media to research target markets? Competitors?

Looking for free resources?
Online Community Management Guidelines
LinkedUsers – A LinkedIn group for community owners and managers
Social Media Use Surveys and Reports
Go to www.socialstrat.org and click on “Request for Information” to get free research reports and whitepapers…

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Social media threat or promise

by SOCIALSTRAT on Jul 23, 2011

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Social media threat or promise — Presentation Transcript