Taking social media to the                        next levelAldo van WeezelBusiness Development ConsultantLatin AmericaPpi...
Taking social media to the next levelTRENDS INSOCIAL MEDIAALDO VAN WEEZELBusinness Media Consultant19th World Editors Foru...
TRENDS INSOCIAL MEDIA  networking?
Social networking is the mostpopular online activity worldwideWeb-based email and instant messaging aredeclining in younge...
SOCIAL MEDIAIN THE WORLD         1.2                        billion                                    users    1 in 5 min...
LATIN AMERICA LEADINGGROWTH OF INTERNET USERSIn 1996: 66% of Internet users were in the USToday, 87% of Internet users are...
HOW MANY SOCIALNETWORKS IS ENOUGH?@aldo_vwhttp://cl.linkedin.com/in/vanweezelhttp://foursquare.com/aldo_vwhttp://www.tripi...
THE HOLY TRINITYOF SOCIAL MEDIA
Third site in the world ranking55% of global penetration3 in 4 minutes on social networking are spent on Facebook1 in 7 mi...
FACEBOOK IPO$38 per share
BRAND PAGESSkittles    www.skittles.com:    23,000 US unique visitors    in March 2012    Skittle’s brand page on    Faceb...
THE POWER OFFACEBOOK
THE POWER OFFACEBOOK
TWITTERTwitter reaches 1 in 10 global online usersFive Most tweeted moments in 2011   • MTV Music Video Awards (8,868 twee...
Unless you are Lady Gaga or Justin Bieber…     Tweeting is like     throwing a message in     a bottle into the ocean.    ...
Users are different.
LINKEDINTop 5 Markets according to LinkedIn Penetration (%)   •   Netherlands (27.2%)   •   Ireland (20.4%)   •   US (18.7...
WHAT AM I WATCHING?
COMENTA.TV
MY OWN NEWSPAPER
PRIVATE SOCIAL NETWORKS             Microsoft bought it in             June for $1.2 billion
SOME FAIL…
SOCIAL MEDIA ISABOUT CONVERSATION
BUSINESS COCKTAILPARTYWhat do you do in a business cocktail party?                                               Source: M...
Do you remember the last time…you went to the cinema?you went out for dinner?you bought a brand new car?Were you influence...
Do you remember the last time…you went to the cinema?you went out for dinner?you bought an expensive of clothing?Were you ...
78% of consumers trust inrecommendations from socialnetworksOnly 14% trusts in advertising…
A CONVERSATION3fWITH…             friends             fans             followers
A NEW MARKETINGAPPROACH    Before, it was an    interruptionNow, we ask forpermission              The Social             ...
THE RISE OFTHE SOCIAL CUSTOMER“If you use a social network tocommunicate with your friends, or youtext regularly on a mobi...
The social customer candamage or support yourbusiness without yourpermission…in channels yourbusiness does not own.
HOW SOCIALMARKETING WORKS              Source: The Power of Like 2 (comScore, 2012)
FANS AND FRIENDS OF FANSIf one of your friends is a fan of Starbucks, you’re more likelyto be exposed to a Starbucks messa...
ROLE OF INFLUENCERSAuthentic brand advocatesExamples:   •   Subway $10 gift card   •   Virgin Airlines new flight to Toronto
FALLINGSKIES10-week campaign including600 Klout influencersThey receive a “secret” aboutthe next episode each week60% of t...
10 KEYWORDS YOUSHOULD REMEMBER
ALDO VAN WEEZELBusinness DevelopmentLatin Americappi Media US, Inc.aldo@ppimedia.com+56 9 8693 8584 (mobile)@aldo_vw
Aldo van Weezel - Taking social media to the next level
Aldo van Weezel - Taking social media to the next level
Aldo van Weezel - Taking social media to the next level
Aldo van Weezel - Taking social media to the next level
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Aldo van Weezel - Taking social media to the next level

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19th World Editors Forum and 64th World Newspaper Congress

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  • 1.2 billion: How many times Brazil audience? 26.5x Brasil audience: 45.2 millions (+15):
  • Twitter Inc. said users of its microblogging service who post links to other websites will be able to see an expanded view of content from new partner sites, such as the Wall Street Journal and MSNBC. The company, which lets users share 140-character messages, said the expanded postings will show video, photos and longer excerpts of news stories from a broader list of media partners. The service begins rolling out to website and mobile users today, Michael Sippey, product team director at San Francisco- based Twitter, said in a blog post. “ This is going to cause people to stay on twitter.com, because all of the sudden you have a little bit more information,” said Brian Blau, an analyst at Gartner Inc. “You can read the next tweet and stay on the site, being a more valuable consumer of the site.” The service will be available on Twitter for Apple Inc.’s iPhone and for devices that use Google Inc.’s Android soon, Sippey said. The company, with more than 140 million users, expects to generate at least $1 billion in sales in 2014, two people with knowledge of the matter have said, based on advertising demand.
  • Apple has finally acknowledged what the market has been telling it since it first debuted Ping, its social network for music, in September of 2010. The service is a failure. And rather than continue to maintain Ping, the company is abandoning it and using its partnerships with Twitter and Facebook to make its various software and service offerings social in a way that consumers actually care about. Sources close to the company say that Ping, which still exists today in iTunes 10.6.3 and the iOS 6 beta — where it doesn’t work, will be gone with the software’s next major release, likely scheduled for this fall. And at that point Apple’s social networking offerings will shift to Twitter and new partner Facebook entirely. Which makes perfect sense. At this point, years into the social networking phenomenon, why not leave the social stuff to the social people who are good at it? Apple might be great at software and hardware, but its skills in creating a social network are sorely lacking. So much so that it’s not even bothering to salvage Ping with the help of the folks at Facebook, a company that might have improved the service’s chances of success had it been on board for its launch. In the end, Ping was a social network that was focused far too much on enabling commerce, and far too little on enabling social interaction. It wasn’t easy to find and connect with people on Ping. And that didn’t resonate with Apple’s customers all. Apple CEO Tim Cook said as much at D10 . “ We tried Ping, and I think the customer voted and said ‘This isn’t something that I want to put a lot of energy into,’” Cook said. Apple now seems to have come to the same conclusion. And it’s not putting any further effort into the service either.
  • Meet people and start conversations Answer questions – help others Ask questions – trust others’ advice Become a real member of the community: • Add value to the community • Ask and answer questions • More effective than live cocktail parties • No boundaries of time or space • Other people can listen in easily
  • My boos in town… choosing a restaurant… What happens to the restaurants with bad reviews?
  • My boos in town… choosing a restaurant…
  • They might pick up the bottle in the ocean…
  • Aldo van Weezel - Taking social media to the next level

    1. 1. Taking social media to the next levelAldo van WeezelBusiness Development ConsultantLatin AmericaPpi Media USChile
    2. 2. Taking social media to the next levelTRENDS INSOCIAL MEDIAALDO VAN WEEZELBusinness Media Consultant19th World Editors Forum | 4 September 2012 | Kyiv, Ukraine
    3. 3. TRENDS INSOCIAL MEDIA networking?
    4. 4. Social networking is the mostpopular online activity worldwideWeb-based email and instant messaging aredeclining in younger demographics Fuente: ComScore Media Matrix (October, 2011)
    5. 5. SOCIAL MEDIAIN THE WORLD 1.2 billion users 1 in 5 minutes online is spent on social networksWomen are USA 98% Brazil 97% Social Networks Reachmore social of Online Population UK 98% Vietnam 85%Women spend more time in Chile 94% social networks than men Fuente: ComScore Media Matrix (October, 2011)
    6. 6. LATIN AMERICA LEADINGGROWTH OF INTERNET USERSIn 1996: 66% of Internet users were in the USToday, 87% of Internet users are outside theUSLatin America • 9% of Internet population • Latin America is leading growth of Internet users: 16% between December 2010 and December 2011 • 32.5% is less than 35 years old 5 Latin American countries among the top 10 most engaged in social media Fuente: ComScore Media Matrix (March, 2012)
    7. 7. HOW MANY SOCIALNETWORKS IS ENOUGH?@aldo_vwhttp://cl.linkedin.com/in/vanweezelhttp://foursquare.com/aldo_vwhttp://www.tripit.com/people/aldo_vwhttp://www.quora.com/Aldo-van-Weezelhttp://www.last.fm/user/aldo_vwhttp://paper.li/aldo_vwhttp://pinterest.com/aldovw/http://www.slideshare.net/aldovw
    8. 8. THE HOLY TRINITYOF SOCIAL MEDIA
    9. 9. Third site in the world ranking55% of global penetration3 in 4 minutes on social networking are spent on Facebook1 in 7 minutes spent online are spent on FacebookOnly a handful markets where Facebook is NOT the leadingsocial network
    10. 10. FACEBOOK IPO$38 per share
    11. 11. BRAND PAGESSkittles www.skittles.com: 23,000 US unique visitors in March 2012 Skittle’s brand page on Facebook.com/skittles 320,000 visitors Brand exposure via News Feed is even higher
    12. 12. THE POWER OFFACEBOOK
    13. 13. THE POWER OFFACEBOOK
    14. 14. TWITTERTwitter reaches 1 in 10 global online usersFive Most tweeted moments in 2011 • MTV Music Video Awards (8,868 tweets per second) • Troy Davis executed (7,671) • Brazil eliminated from the Copa América (7,196) • End of FIFA Women’s World Cup (7,166) • Steve Jobs resigns (7.064)
    15. 15. Unless you are Lady Gaga or Justin Bieber… Tweeting is like throwing a message in a bottle into the ocean. “Return on Influence” by Mark Shaefer (2012)
    16. 16. Users are different.
    17. 17. LINKEDINTop 5 Markets according to LinkedIn Penetration (%) • Netherlands (27.2%) • Ireland (20.4%) • US (18.7%) • Canada (17.5%) • Denmark (17.4%)
    18. 18. WHAT AM I WATCHING?
    19. 19. COMENTA.TV
    20. 20. MY OWN NEWSPAPER
    21. 21. PRIVATE SOCIAL NETWORKS Microsoft bought it in June for $1.2 billion
    22. 22. SOME FAIL…
    23. 23. SOCIAL MEDIA ISABOUT CONVERSATION
    24. 24. BUSINESS COCKTAILPARTYWhat do you do in a business cocktail party? Source: Mike Volpe (Hubspot)
    25. 25. Do you remember the last time…you went to the cinema?you went out for dinner?you bought a brand new car?Were you influenced by a friend’s recommendation?
    26. 26. Do you remember the last time…you went to the cinema?you went out for dinner?you bought an expensive of clothing?Were you influenced by a friend’s recommendation?Word-of-mouthGiven the the avalanche of ads, promotions,brands, etc. we rely heavily in our friends’recommendations
    27. 27. 78% of consumers trust inrecommendations from socialnetworksOnly 14% trusts in advertising…
    28. 28. A CONVERSATION3fWITH… friends fans followers
    29. 29. A NEW MARKETINGAPPROACH Before, it was an interruptionNow, we ask forpermission The Social Customer
    30. 30. THE RISE OFTHE SOCIAL CUSTOMER“If you use a social network tocommunicate with your friends, or youtext regularly on a mobile device, orrecommend something to someone youkind of know but not well that they payattention to –and you do it via a consumerreview site– you are a social customer.”The Social Customer (Adam Metz)
    31. 31. The social customer candamage or support yourbusiness without yourpermission…in channels yourbusiness does not own.
    32. 32. HOW SOCIALMARKETING WORKS Source: The Power of Like 2 (comScore, 2012)
    33. 33. FANS AND FRIENDS OF FANSIf one of your friends is a fan of Starbucks, you’re more likelyto be exposed to a Starbucks message on Facebook • And if you’re exposed to a Starbucks message on Facebook, you’re 38% more likely to make a purchase in the next four weeks.The first step is accumulating fans (“I like”)
    34. 34. ROLE OF INFLUENCERSAuthentic brand advocatesExamples: • Subway $10 gift card • Virgin Airlines new flight to Toronto
    35. 35. FALLINGSKIES10-week campaign including600 Klout influencersThey receive a “secret” aboutthe next episode each week60% of the conversationdriven by “influencers”14% increase in “buzz”equals 1 rating point
    36. 36. 10 KEYWORDS YOUSHOULD REMEMBER
    37. 37. ALDO VAN WEEZELBusinness DevelopmentLatin Americappi Media US, Inc.aldo@ppimedia.com+56 9 8693 8584 (mobile)@aldo_vw
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