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Why Marketers Today Must Identify, Understand, Engage, and Support Their Key Communities Online…

Why Marketers Today Must Identify, Understand, Engage, and Support Their Key Communities Online…

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  • - Roughly 52% (Source: http://www.census.gov/cgi-bin/broker)
  • - Roughly 52% (Source: http://www.census.gov/cgi-bin/broker)- 96% of the under 30 crowd have joined a social network – (Source: Grunwald Associates National Study – Trendsspotting Blog |Millennials Conference)
  • Source: United Nations Cyberschoolbus DocumentSource for Facebook Stat: Facebook Timeline http://www.facebook.com/press/info.php?timeline Feb 2009 175 million users – Feb 2010 400 users:Source for iPhone Stat: Apple
  • 60 millions status updates happen on Facebook daily. Hitwise Intelligence Heather Dougherty3.5 billion pieces of content shared on Facebook each week eConsultancyFacebook 635mill in ad revenue & $75 mill in gifts Mar 2010 InsideFacebookFacebook 25 million new members each month Feb 2010 Mashable

Social media-imperative-for-marketers-scg-2010 Social media-imperative-for-marketers-scg-2010 Presentation Transcript

  • The Social Media Imperative
    Why Marketers Today Must Identify, Understand, Engage, and Support Their Key Communities Online…
  • Over 50% of the world’s population is under 30 years old
    Stat 1, source: census.gov
  • 96% of Millennials have joined at least one major social network
    Stat 1, source: TrendsspottingBlog, MillennialsConference  
  • Years to Reach 50 million Users: 
    • Radio… 38 Years
    • TV… 13 Years
    • Internet… 4 Years
    • Facebook added >200 million users in <1 year.
    • iPhone applications hit 1 billion impressions in 9 months.
    Stat 1,2,3, source: United Nations Cyberschoolbus Document | Stat 4, source: Facebook | Stat 5, source: Apple
  • There are over 200,000,000 Blogs
    • 34% of bloggers post opinions about products & brands
    • > 50% of mainstream news first emerges on blogs, Twitter, forums
    Stat 1, source: Technorati, Wikipedia | Stat 2, source: SES Magazine June 8 page 24-25  
  • In 2010, Facebook surpassedGoogle for weekly traffic in the U.S.
    Stat 1, source: Hitwise Intelligence Heather Dougherty
  • Social Media Changes People’s ‘Real’ Behaviors, Habits, Actions
    • U.S. couples married in 2009: 1 in 8 met via social media
    • Social Media overtakes porn as the #1 activity on the Web
    • $5.5 billion spent on virtual goods (casual & game worlds); …even Facebook virtual Gifts make $70 million annually
    Stat 1, source: McKinsey Study | Stat 2, source Huffington Post| Stat3, source Wikipedia | Stat 4, source Viximo Aug 09
  • Traditional Media Increasingly Failing to Connect, Being Outwitted
    • Only 14% of consumers trust advertisements
    • Only 18% of TV campaigns generate positive ROI
    • 90% of people who can skip ads using TiVo, do
    Stat 1,2 , source: Larry Web | Stat 3, source: Source: StarcomUSA-TiVo
  • Social Media’s Impact
    • 90% of consumers trust peer recommendations
    • 25% of search results for the World’s Top 20 largest brands are links to user-generated content
    • Lance Armstrong and Shaquille O'Neal (combined) have more Twitter followers than the  populations of Denmark, Finland, Norway or Panama. 
    Stat 1, source: Nielsen  | Stat 1, source: ClickZStats SES Magazine June 8 page 24-25 | Stat 3, source: UN
  • Community Engagement Programs, not ‘Social Media Campaigns’, Drive Customer Loyalty + Advocacy + Lifetime Value
  • In Conclusion…
    Social Media Engagement is a Requirement for Leading Brands Today, not an Option. Therefore:
    • Learn where to focus
    • Collaborate, don’t dictate
    • Inform, don’t ‘influence’
    • Define Policies and Roles, and make them public
    • Measure Engagement and Impact (+ ROI, *only if possible and useful*)
    • Research, Plan, Engage, Assess, Optimize
  • Learn More at…
    311B Occidental Ave South
    Suite 200
    Seattle, WA 98104
    206.453.1120
    www.SpringCreekGroup.com
    Join / Follow / Read at…
    http://www.facebook.com/SpringCreekGroup
    http://www.twitter.com/SpringCreekGrp
    http://www.SpringCreekGroup.com/blog