Trends & Benefits Of Social Networking Burges Salmon Talk April 11
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Trends & Benefits Of Social Networking Burges Salmon Talk April 11

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Presentation on benefits of social media - part of Burges Salmon group introducing the benefits and pitfalls of social media from a legal perspective

Presentation on benefits of social media - part of Burges Salmon group introducing the benefits and pitfalls of social media from a legal perspective

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  • 1%,9%,90% 3 to 11 rule: positive experience shared with 3 people, negative with 11
  • User participation often more or less follows a 90-9-1 rule : 90% of users are lurkers (i.e., read or observe, but don't contribute). 9% of users contribute from time to time , but other priorities dominate their time. 1% of users participate a lot and account for most contributions : it can seem as if they don't have lives because they often post just minutes after whatever event they're commenting on occurs. The problem is that the overall system is not representative of average Web users. On any given user-participation site, you almost always hear from the same 1% of users, who almost certainly differ from the 90% you never hear from. 90% of users are the “audience”, or lurkers. The people tend to read or observe, but don’t actively contribute. 9% of users are “editors”, sometimes modifying content or adding to an existing thread, but rarely create content from scratch. 1% of users are “creators”, driving large amounts of the social group’s activity. More often than not, these people are driving a vast percentage of the site’s new content, threads, and activity. Inequality on the Web There are about 1.1 billion Internet users , yet only 55 million users (5%) have weblogs according to Technorati. Worse, there are only 1.6 million postings per day ; because some people post multiple times per day, only 0.1% of users post daily . Blogs have even worse participation inequality than is evident in the 90-9-1 rule that characterizes most online communities. With blogs, the rule is more like 95-5-0.1. Inequalities are also found on Wikipedia, where more than 99% of users are lurkers. According to Wikipedia's "about" page , it has only 68,000 active contributors, which is 0.2% of the 32 million unique visitors it has in the U.S. alone.

Trends & Benefits Of Social Networking Burges Salmon Talk April 11 Trends & Benefits Of Social Networking Burges Salmon Talk April 11 Presentation Transcript

  • Trends and benefits of social media/networking Steve Virgin, Media Focus UK Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis
  • What is social media The 1:9:90 Rule It is no longer new...it’s natural...as everyone is online Making money from social media New ways of communicating Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis
  • Social  implies the interaction of individuals within a group or community. Media  generally refers to advertising and the communication of ideas or information through publications/channels.  Taken together,  social media  simply refers to content generated and sustained by the interpersonal interaction of individuals through a specific medium or tool – for the purposes of today’s presentation Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis View slide
  • http://www.internetworldstats.com/stats.htm Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis
    • One in three on planet use internet
    • Just under 2bn people
    • Europe 60% penetration
    • USA 78% penetration
    • Africa 11% - growing 2,357% annually
    • Latin America 35% - growing 179%
    • Middle East 30% - growing 1,825%
    View slide
  • Social Media Users | Who are they?
    • Creators
      • Publish a blog/own websites
      • Upload original audio/video content
      • Compose articles or stories and post them
    • Critics
      • Post ratings and/or reviews
      • Comment on editorial news and/or blogs
      • Contribute to forums and/or wikis
    • Spectators
      • Read blogs, forums, ratings and/or reviews
      • Watch videos and/or listen to podcasts
    Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis
  • 90-9-1 Principle: The Inequality of the Web Source: Jakob Nielsen - Participation Inequality: Encouraging More Users to Contribute Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis
  • The net is no longer ‘new’ it is natural
    • We did all this before – we now do it digitally
    • We are doing it faster
    • We feel empowered
    • We are part of a wider audience
    • We want to be valued
    • We want to be listened to
    • Our expectations on service are the highest they have ever been
    Source: TNS Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis
  • Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis
    • Fan-driven page for Coca Cola
    • Subsequently adopted by the company
    • Site has 22.5m fans as of 20/02/11
  • Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis
    • Share price tumbled by around 10% costing the company (at least initially) around $180m
    http://www.seoptimise.com/blog/2009/07/united-airlines-lose-millions-youtube.html
    • Don’t take customer complaints seriously enough!
    • They can hurt you in other ways too
    • Video for song has had more than 6m views & 40,000 5 Star ratings
  • Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis
    • If you don’t manage social media sites, activists will do it for you
    • And if you annoy customers or users in some way
    • They’ll hijack your brand and return the compliment
  • Threadless http://www.collective-e.com/blog/business-model-works-threadless-generated-10-million-profit-30-million-sales Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis
    • An astonishing profit ratio for this business model
    • $10m profit from $30m in sales
    • You design your own T-shirt
    • Community votes on best ones
    • Company prints them
  • Dell makes millions via Twitter http://www.techwatch.co.uk/2009/12/09/dell-makes-millions-via-twitter/ Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis
    • Just another ‘sales channel’
    • Cheaper to run
    • Can pass on cost to consumer
    • Delivery & quality of goods key
    • But making money from a new channel
  • Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis
    • Many channels
    • A lot of noise
    • Potential to do a lot of good + a lot of harm
  • Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis
    • The potential audiences for good content are now greater than they have ever been
  • Heineken – new ways of message penetration http://www.youtube.com/watch?v=hzlVyCgZBdY Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis
    • Viral campaign
    • Handed out widgets for users to use on their ‘friends’ sites to match friends to these viral characters
    • Message spread faster, recall higher than ever was through a paid for research campaign and promotion route
  • http://mashable.com/2009/09/22/social-media-business/ Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis
    • The route to top class customer service is often ridiculously simple
    • Talk to them, listen & respond
  • Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis
    • Social media is not a new channel to reach consumers,
    • It is a channel they will use to learn about you, discuss what you do
    • And they will contact you in seconds
  • Social media is ‘cool’ in terms of CSR http://mashable.com/2009/12/16/telstra-social-media/ Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis
  • Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis Many thanks for listening For further information: [email_address] Follow me on Twitter: @MediaFocus or @BarkingBirdy