Ipsos - Open Thinking Exchange: Social Evolution 2011


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Social Media Evolution. An Open Thinking Exchange long form, digital immerson report on the state of social media for marketers.

From the Ipsos The Open Thinking Exchange is the innovation center of Ipsos, an independent company which ranks fifth among global research firms. Our mission: to challenge convention, take risks and use our collective intelligence in the service of our clients to foster innovation.

Report curated by Graham Saxton, Global Insights and Andy Hunter, New Media and Digital Innovation.

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Ipsos - Open Thinking Exchange: Social Evolution 2011

  1. 1. Ipsos Digital Immersion Report #1 - 2011 SOCIAL   EVOLUTION What’s  next  for  social  media  marketing.   ©  2010  Ipsos  Image © of blog.bestiario.org - flickr 1
  2. 2. The Open Thinking ExchangeThink. Challenge. Innovate. Open Thinking Exchange   2
  3. 3. ForwardOur future in a digital world. 
 Shelly Zalis CEO , Open Thinking Exchange 3
  4. 4. An opportunity….And a challenge Social Media social networks blogs. evolving new rules challenge developments 
   behaviours   opportunities   innovative ideas mainstream 4
  5. 5. This document is about… Inspiration… Inspira.on  adj.  [In-­‐spir-­‐a.on]     A  source  of  ideas  and  new  thinking.  A  s.mulus   Innovation… Innova.on  noun.  [Inn-­‐o-­‐va.on]     Our mission with this report: (the  use  of)  a  new  idea  or  method.  Change   Consolidate current thinking about what or  Innovatory  adj.  new  thinking   is happening in the Social Media space. Filtering… Filtering  noun.  [filter-­‐ing]     Discover the unexpected and slightly A  pro-­‐ac.ve  selec.on  of  the  most  important   ahead of the curve to illustrate what issues.   forward thinking companies are doing right now. 5
  6. 6. What are we talking about?Contents:•  Section 1 – This is now•  Section 2 – What about Brands…•  Section 3 – A few predictions•  Section 4 – Real life examples   The Power of Conversations – advice from Friends and Strangers   The Power of Social Motivations – the value of social currency   The Power of Human Connections – enabling new emotional behaviours aligned with new utilities 6
  7. 7. “Ipsos,  through  our  new  community  technology,  is  taking  on  the  world  of  social  media  to  collaborate  and  observe  real  people  in  real  time.    But  we’ve  only  just  begun.”   Andrew Leary Open Thinking Exchange Social Community Innovator 7
  8. 8. “Social  listening  is  a  game  changer  for  market  research.  Though  we  have  room  to  make  the  medium  more  rigorous  and  disciplined  for  market  research  means,  Ipsos  is  setting  itself  up  to  be  a  leader  in  mining  insights  from  the  conversations  happening  online.”   Andrew Nelson Open Thinking Exchange Social Listening Innovator 8
  9. 9. About the ContributorsGraham Saxton, Global Insights – Consumer Behaviours and Trends:Andy Hunter, Strategic Planner - New Media Innovation: 
 . 9
  10. 10. Section   1   Where  we  are  now   ©  2010  Ipsos    with  Social  Media   10
  11. 11. Social Media has emergedfrom the Hype Cycle 11
  12. 12. Is Social Media the new normal? “Digital” Digital” “New Normal” ©  2010  Ipsos   12
  13. 13. Putting Social into context  Over 30 billion pieces of content shared on Facebook monthly  Average Facebook user has 130 “friends”  55 million “tweets” are sent on Twitter daily  24 hours of video is added to YouTube every minute  Equivalent of 46.2 years of video is watched daily on Facebook  Estimated 126 million blogs on the internet globally ©  2010  Ipsos   13
  14. 14.    1  in  6  marriages  that  occurred  last      year  were  between  couples  who      met  via  social  media   ©  2010  Ipsos   Source: “What the F*ck is Social Media Now?,” by Marta Kagan, Nespresso
  15. 15. Sharing ads and “liking”brands increases affinity    3  in  4  people  say  this      impacts  how  they      feel  about  the  brand   ©  2010  Ipsos  Q6e/Q6ee. Sample = 1,426 & 1,878 users of YouTube & Facebook respectively who have shared brand videos/’liked’ a brand (UK) Source: OTX
  16. 16. Recommendations impact behaviour 1/3  of  users  act  upon   recommendations   ©  2010  Ipsos  Base: all past month users, August 2010 (UK) Source: Ipsos MORI
  17. 17. Using the internet is in itself a social activity Q How often, if at all, do you tend to look at websites together with others? 70% 59% 56% 42% 42% 41% ©  2010  Ipsos  Base: all past month users, August 2010 (UK) Source: Ipsos MORI
  18. 18. There’s more to social mediathan Facebook and Twitter 
In the future almost everything in marketing and business will havesome aspect of social interaction and conversation built into it.Social Platform:Social Currency: ©  2010  Ipsos  Social Collaboration: 18 18
  19. 19. The Architecture of Social Media ©  2010  Ipsos   19
  20. 20. Social media properties to know: ©  2010  Ipsos   
  22. 22. Section   2  Brands  in  Social  Media   ©  2010  Ipsos   22
  23. 23. If Social Media is “new normal”Where do brands fit into this?  Consumers appear to be increasingly open to asking about brands, sharing their thoughts andtaking action on information they get from participation in social networks. When a brand starts to engage its existing and potential consumers through a number of socialmedia channels, the traditional rules of marketing are not necessarily going to apply Having a brand presence in a social space is more than just “marketing” – it is a combination ofcontent curation, a commercial offering, an on-going community dialogue and a content creationspace as well as an extension of internal communications.  And measurement of ROI in this new world is obviously a challenge – depending largely on therole that social media is deemed to be playing. 23
  24. 24. Do more, be inventive… 
 ©  2010  Ipsos   Picture credit: The Invention of Hugo Cabret 24 24
  25. 25. Key Questions from Brands…What are the Social Media Marketing ground rules & best practice?1.  How do I measure social media return on investment?2.  How do I reach my target markets with social media – will I be welcome?3.  How do I generate traffic and leads using social media?4.  What are the main reasons consumers follow brands in Social Media?5.  What are my competitors doing in Social Media?6.  What can brands do to improve consumers perceptions of them?7.  What is the value of having a Brand App? 25
  26. 26. Core philosophical shifts1.  “Social” conversations are with people not consumers2.  A Social Agenda is not necessarily the same as a Business Agenda3.  It’s all about continuous conversations – not campaigning (“always on” rather than “drip or burst”)4.  A longer term view is needed – not quick fixes5.  It’s marketing with people not to people6.  Be authentic not persuasive (Social Media is forcing a lot of companies to distil what they really stand for)7.  There are no final versions – accept everything will always be in Beta mode8.  Technology is changing much faster than people’s behaviour9.  Measurement, Measurement – there has never been so many options10.  Failure in Social Media is a very public experience11.  Change will never be this slow again! Source – various - via the Institute of Practitioners in Advertising - UK 26
  27. 27. What are brands doing in Social Media?  87 of the top 100 brands in the published Superbrands list have a Facebook Page  Globally the total number of fans of these brands adds up to 30m  72 of the 87 brands are also on Twitter and 68 have a YouTube channel  Only 23 have a company blog  However only 15 of the companies overall have actively linked their Social Media activities to their main company websitesTop Company Stats:  On Facebook (Likes) - Starbucks (+16m) Coca-Cola (+15m) and Oreo (+12m)  On Twitter (Followers) - Google (2.20m), Starbucks (0.84m), Sony Playstation (0.24m)  YouTube (Subscribers) – Google (0.14m) BBC (0.09m) Sony Playstation (0.08m) 27
  28. 28. What can brands do to improveconsumers perceptions of them?  Provide a contact page on the social profile  Openly listen to consumers comments  Talk to bloggers directly  Create a blog about the company  Behaviourally target their advertising messages  Respond to mentions in microblogs  Become a friend in a social network 28
  29. 29. What are the main reasons consumersfollow brands in Social Media?1.  Sales discounts2.  New product details3.  Contests & giveaways4.  Responses from other consumers 29
  30. 30. What are the most popularsocial media tools used by brands? ©  2010  Ipsos   Source – socialmediaexaminer.com 30
  31. 31. 3:  2011  horizonSection     ©  2010  Ipsos   31
  32. 32. What’s Next for 2011? Social  Media  isn’t  just  about  media  and  marketing.  It’s  a  disruptor  that’s  shifting   the  way  companies  do  business  and  how  people  go  through  their  daily  lives.   32
  33. 33. What’s Next for 2011?    33
  34. 34. What’s Next for 2011?    34
  35. 35. 2011: More social disruptors for retail?The potential rise of “retail hacking”: 
2011  will  surely  reveal  new  disruptors  for  retail  marketing  with  the  convergence  of  social,  mobile,  location   based  tech  and  crowdsourced  retail.    This  will  allow  for  new  methods  of  product  discovery,  shopping  and   perhaps  even  an  opportunity  for  loyal  brand  followers  to  become  sales  agents  for  the  brand.     35
  36. 36. Section   4  Real  Life  Examples   ©  2010  Ipsos   36
  37. 37. An Index of PossibilitiesWhat we are seeing today in Social MediaThis section: •  The Power of the Crowd – crowdsourcing and co-creation •  The Power of Conversations – advice from Friends and Strangers •  The Power of Social Motivations – the value of social currency •  The Power of Human Connections – enabling new emotional behaviours aligned with new utilities 37
  38. 38. Image © of life.com  #1  THE POWER OF THE CROWD 38
  39. 39. Importance and power of the crowd.There are small crowds and there are big crowds… 
 Arguably  this  has  changed  forever  the  way     that  consumers  make  purchase  decisions     39
  40. 40. How important is the power of a crowd? 
 Technology  means  this  information  can  be  shared  and  constantly  commented  on  –  with   “personal”  decisions  often  being  taken  by  group  consensus   40
  41. 41. And then there is crowdsourcing This is the act of outsourcing tasks, traditionally performed by an employee or contractor, to an undefined, large group of people or community (a crowd), through an open call. ©  2010  Ipsos   41 41
  42. 42. Typical Crowdsourcing tactics 
©Rob Cottingham 42
  43. 43. Actual ExamplesThe following slides demonstrate a number of ways in which the powerof the crowds are being utilised by both individuals and companies.• • •  43
  44. 44. Real  Life  Example   Feedback  from   Crafting “The Brand Called Me” strangers  on   Self  Image  Source springwise.com 44
  45. 45. Facebook introduces groups Real  Life  Example   Group     
Co-­‐Creation  &   
Collaboration   Platforms   45
  46. 46. Real  Life  Example  Successful  Design  Sourcing  Democratize or Commoditize through the crowd?Website: crowdspring.com 46
  47. 47. Real  Life  Example   Re-thinking “The Creative Department” Real  Life  Example   Brand   Website: namingforce.com Naming   47
  48. 48. Global Ideas Overnight with Idea Cultures 
 Real  Life  Example   Twitter   
 Overnight  Problem  Solving   48
  49. 49. Real  Life  Example  Social  Enabled    Research  &  Shop   Field Research - one respondent at time. 49
  50. 50. Real  Life  Example  Sustainable   The Crowd That Cares:Crowd  Designed  Product   50
  51. 51. Real  Life  Example   Ready to Wear?Peer    Fashion  Advice   
  52. 52. Real  Life  Example  iPhone    Fashion   Big Night Out.Ideas   52
  53. 53. How Do I Look? 
Real  Life  Example  In-­‐store    Facebook  Connection   53
  54. 54. Real  Life  Example  Serious  Business  Innovation     Open Source B@B Co-Creation Community 
 ©  2010  Ipsos   54
  55. 55. Real  Life  Example  Sourcing  Social    Change   Ventures For Good. 
 Use of Connectors Submission Process: Vetting and Selection: ©  2010  Ipsos   
  56. 56. Real  Life  Example  The  value  of  Friends   
  57. 57. Real  Life  Example  Instant  Opinion  via  a  Mobile  App     57
  58. 58. Anonymous pool of experrs Anonymous Pool of Experts.Real  Life  Example  Instant  Expertise   http://vark.com/ ©  2010  Ipsos   58
  59. 59. Real  Life  Example  Automated  “Intelligent”Advice  via  the  Crowds   59
  60. 60. THE  POWER  OF  CONVERSATION   #2   ©  2010  Ipsos   60
  61. 61. Social ConversationElectronic Word of Mouth? 
 And…there  is  obviously  a  challenge  for  brands  to  be  part     of  the  conversations  –  but  ideally  as  a  guest  and  not  a  gate  crasher…   61
  62. 62. Conversational tactics 62
  63. 63. Real  Life  Example  Social  Retail  Widgets   Friends Helping Friends Buy Products ©  2010  Ipsos   63
  64. 64. Real  Life  Example   Real  time  purchase  conversations   
 ©  2010  Ipsos  Source springwise.com swipely.com 64
  65. 65. Real  Life  Example  Real  time  purchase  conversations   Shop Talk. “ ” ©  2010  Ipsos   65
  66. 66. Levi’s  Like    Minded  Friends   Creating a Social Shopping Experience. Real  Life  Example   ©  2010  Ipsos   66
  67. 67. Another  way  to  share,     rate  and  discover  media   ©  2010  Ipsos  Source Springwise
  68. 68. #3   Image © of psfk/Berghs School of Communication  THE  POWER  OF  SOCIAL   MOTIVATION   68
  69. 69. Social Currency 
 ©  2010  Ipsos   But  what  motivators  are  people  using?   69
  70. 70. Social currency tactics 70
  71. 71. Selling Products forthe Price of a Tweet 
Website: source: springwise.com www.paywithatweet.com 71
  72. 72. Social Retail & Customer Tweet FleetImage 72
  73. 73. Selling Products for thePrice a Post. 73
  74. 74. Domino’s RecruitsFans to Sell PizzaThrough Social Networking Pages 
  75. 75. Paying the Crowd for Ranking and Rating 

 ©  2010  Ipsos  
  76. 76. Social Media Check-insEarn Hotel Rewards 
  77. 77. Viral Tourist Ambassadors PromoteNZ Event - in Return for Rewards 77
  78. 78. A Reward Based Check-in App 
  79. 79. Section 4 THE POWER OF HUMAN CONNECTION #4 ©  2010  Ipsos   79
  80. 80. Human Connection is a Powerful Driver….This section deals with a couple of themes We  are  now  seeing  the  emergence  of  the  3rd  Generation  of  “smart”   self  publishing  tools  which  allow  consumers  to  aggregate  digital  content   and  social  media  output  into  digital  magazine  /  newspaper  style  formats. 80
  81. 81. Commercial Exploitation of Social Media Behaviours•  Secondly - another aspect that we think is important is how companies will exploit new social skills that consumers adopt.•  Examples in second part of this section illustrate: –  the ability to consume multiple sources of bite size information in a “Twitter like” way. –  the ability to create relevant commercial content that companies will pro-actively seek out and use. –  the opportunity for consumers to interact in new ways with companies – doing the searching themselves. 81
  82. 82. iPad app turns social content into apersonalised digital magazine 
  83. 83. A SocialStreams Manager 
  84. 84. Applying the Format of Old Media toNew Media 84
  85. 85. Unfriend Finder Lets Users Discover Whois “Unfriending” them on Facebook 85
  86. 86. “Path” - A new Social Networkthat limits the user to only 50 friends “ ” 
 “ ” “ ” 
 – “ ” “ ” 
  87. 87. Vocabulary tool by Berlitz usesTwitter for Social Learning 
  88. 88. Major Retailers Latch onto Hauler Viral Videos 88
  89. 89. To be continued….. – ’ – 
 •  •  – •  •  – – 89
  90. 90. 90