Social Media by Husni Khuffash

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Presented @ Social Media Forum, UAE - Oct 2009

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Social Media by Husni Khuffash

  1. 1. Getting Social
  2. 2. 10 years ago
  3. 3. Information 10 Years Ago Libraries, morning paper Now 2 billion searches per day 3
  4. 4. Communication 10 years ago Fax, post, landlines Now 118 billion emails & IM’s sent per day
  5. 5. Entertainment 10 years ago TV, VHS, walkmans Now 28% Europeans regularly watch online video; 174m iPods 5
  6. 6. Commerce 10 years ago Local shops, catalogues Now 85% of internet users worldwide have bought something online
  7. 7. Community 10 years ago Social clubs, penpals Now 100 million active users on Facebook 7
  8. 8. Amara’s Law “We tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run” - Roy Amara
  9. 9. How will life be different in 2018?
  10. 10. Living in the cloud
  11. 11. Did you Know Video
  12. 12. Building a Brand on the Social Web Harnessing the Power of Community Engagement Google Confidential and Proprietary 12
  13. 13. There are more marketing The most effective is channels than ever before. 13 still word of mouth.
  14. 14. Social Media = Word of Mouth 2.0 Mara Jensen just sent an IRATE email to Flip. It deleted all my videos on my camera instead of just the one video I was saving to my computer! I lost all videos in one sec. Elaine Smith That is horrible! Did you have anything backed up? Mara Jensen Don’t have my videos back, but Flip offered me free accessories and an apology. I’m a fan again. 14
  15. 15. Consumers Are Talking About Brands… Methods by Which Active* Adult Internet Users Worldwide Share** Opinions Online About Products and Services, 2008 (% of respondents) Tell someone about product/service by instant 44.5% messenger Tell someone about product/service by email 42.4% Comment on product/service review on blog 30.4% Recommend product/service on blog 29.4% Write review of product/service on e-commerce/retail site 28.9% Comment on product/service review on e- commerce/retail site 28.9% Post opinion on social network personal profile 27.6% Write review of product/service on own personal blog 27.5% Create product wish/favorites list on e-commerce/retail site 27.4% Post video clip featuring product/service 25.1% 15 *daily or every other day **in the past month Source: Universal McCann Source: eMarketer, “Social Networks: Five Consumer Trends for 2009,” February 2009
  16. 16. …And Are Highly Influential nearly 49% of US connected consumers have made a purchase based on a recommendation gotten through a social media site 16 Razorfish, “Digital Consumer Behavior Study” as cited in “FEED: The Razorfish Consumer Experience Report,” October 2008 Source: eMarketer, “Social Networks: Five Consumer Trends for 2009,” February 2009
  17. 17. 10 Must-Knows About Social Networks 1 Connection… Within Six Degrees 17
  18. 18. Six Degrees 18
  19. 19. 10 Must-Knows About Social Networks 1 Connection… Within Six Degrees 2 Surprise Visitors… Not Who You Think 19
  20. 20. Not Who You Think Source: eMarketer, “US Online Social Network Users,” 12/2007; eMarketer, “US Adult Online Social Network Users,” 12/2007; 20 JP Morgan, “Internet Team 2007 Consumer Survey,” cited in “Nothing But Net,” provided to eMarketer, 01/02/2008
  21. 21. Everyone Is Actively Engaged Age Hours Range Per Month* 12 - 17 7.1 18 - 24 7.4 25 - 44 5.2 55+ 3.8 Source: comScore Audience Duplication Report,February 2008 21 *Calculated taking top 45 social networking sites average minutes per month
  22. 22. Many Social Networks, One For Everyone Source: eMarketer, “Social Network Marketing: Ad Spending and Usage,” Dec 2007 22
  23. 23. 10 Must-Knows About Social Networks 1 Connection… Within Six Degrees 2 Surprise Visitors… Not Who You Think 3 People’s Internet Hub… Everything In One Place 23
  24. 24. Everything In One Place 24
  25. 25. Everything In One Place 25
  26. 26. Everything In One Place 26
  27. 27. Everything In One Place 27
  28. 28. Everything In One Place 28
  29. 29. Everything In One Place Chat with Join a friends Find an Watch social apartment Find a job videos cause 29
  30. 30. Even Portals Are Going Social MSN 30
  31. 31. Even Portals Are Going Social Windows Live 31
  32. 32. 10 Must-Knows About Social Networks 1 Connection… Within Six Degrees 2 Surprise Visitors… Not Who You Think 3 Personal Launch Pads… Everything In One Place 4 Two-Way Dialogue… Advertisers Are Participating 32
  33. 33. Advertising Dollars Are Increasing (Billions) $3.0 2.7 $2.5 2.4 2.0 $2.0 1.6 $1.5 0.9 $1.0 $0.5 $0.0 2007 2008 2009 2010 2011 U.S. Advertiser Spend on Social Networks Source: eMarketer, “Social Network Marketing: Ad Spending and Usage,” Dec 2007 33
  34. 34. Listen To The Community Listen 34
  35. 35. Listen To The Community Listen 35
  36. 36. Attract Consumers To Your Brand Attract 36
  37. 37. Attract Consumers To Your Brand 37
  38. 38. Engage And Build Brand Loyalty Engage 38
  39. 39. Experiment And Refine Your Product Engage Experiment 39
  40. 40. 10 Must-Knows About Social Networks 1 Connection… Within Six Degrees 2 Surprise Visitors… Not Who You Think 3 Personal Launch Pads… Everything In One Place 4 Two-Way Dialogue… Advertisers Are Participating 5 Open Access… No Boundaries With Open Social 40
  41. 41. Develope r 41
  42. 42. No Boundaries With OpenSocial Advert Users isers Create → Distribute→ Reach → Engage 42
  43. 43. 10 Must-Knows About Social Networks 1 Connection… Within Six Degrees 2 Surprise Visitors… Not Who You Think 3 Personal Launch Pads… Everything In One Place 4 Two-Way Dialogue… Advertisers Are Participating 5 Open Access… No Boundaries With OpenSocial 6 Data Portability… Let Me Use It The Way I Want 43
  44. 44. Let Me Use It The Way I Want RSS Music Feeds OpenSocia Download l Apps s Faceboo Digital Users k Apps Video Clips Podca SMS sts iGoogle 44 Gadgets
  45. 45. Unlocking Social Interactions applications* 45
  46. 46. Friend Connect: Take Your Friends Anywhere 46
  47. 47. 10 Must-Knows About Social Networks 1 Connection… Within Six Degrees 2 Surprise Visitors… Not Who You Think 3 Personal Launch Pads… Everything In One Place 4 Two-Way Dialogue… Advertisers Are Participating 5 Open Access… No Boundaries With OpenSocial 6 Data Portability… Let Me Use It The Way I Want 7 Find Your Audience… Tools You Can Use 47
  48. 48. Traditional Advertising = Broadcasting Advertiser Audience 48 48
  49. 49. Social Media = Conversation Ready for our road Tell us how your car trip? Our car was voted We’re saved your road safest car 5 years in expecting trip. Submit at a row. a baby. LoveMyCar.com. Any ideas for a vehicle? Boy am I glad you got a car with all that legroom! Just got a We have an owners’ great big network where you bonus at can meet other car work and Have you checked lovers like you! want to spoil out our luxury line myself. of cars? I just Any got my ideas? first car, and it rocks! Have you seen that new convertibl e? 49
  50. 50. Targeting Tools You Can Use User-Level Targeting Viral Targeting 50 50
  51. 51. 10 Must-Knows About Social Networks 1 Connection… Within Six Degrees 2 Surprise Visitors… Not Who You Think 3 Personal Launch Pads… Everything In One Place 4 Two-Way Dialogue… Advertisers Are Participating 5 Open Access… No Boundaries With OpenSocial 6 Data Portability… Let Me Use It The Way I Want 7 Find Your Audience… Tools You Can Use 8 Creative Reigns… Ad Format Matters 51
  52. 52. Ad Format Matters Video Ads Text/ Display Pages News Feeds Profile Applications 52 s
  53. 53. Gadgets Enhance Stickiness 53
  54. 54. 10 Must-Knows About Social Networks 1 Connection… Within Six Degrees 2 Surprise Visitors… Not Who You Think 3 Personal Launch Pads… Everything In One Place 4 Two-Way Dialogue… Advertisers Are Participating 5 Open Access… No Boundaries With OpenSocial 6 Data Portability… Let Me Use It The Way I Want 7 Find Your Audience… Tools You Can Use 8 Creative Reigns… Ad Format Matters 9 Metrics Redefined… New Attributes To Measure 54
  55. 55. New Attributes to Measure How engaged were people with my brand? SHARED SUBSCRIBED EMBEDDED How much of an impact did my brand make? EMAILED FAVORITED COMMENTED UPLOADED 55
  56. 56. 10 Must-Knows About Social Networks 1 Connection… Within Six Degrees 2 Surprise Visitors… Not Who You Think 3 Personal Launch Pads… Everything In One Place 4 Two-Way Dialogue… Advertisers Are Participating 5 Open Access… No Boundaries With OpenSocial 6 Data Portability… Let Me Use It The Way I Want 7 Find Your Audience… Tools You Can Use 8 Creative Reigns… Ad Format Matters 9 Metrics Redefined… New Attributes To Measure 10 On The Horizon… Portable and Global 56
  57. 57. Social Networks On The Move 57
  58. 58. 10 Must-Knows About Social Networks 1 Connection… Within Six Degrees 2 Surprise Visitors… Not Who You Think 3 Personal Launch Pads… Everything In One Place 4 Two-Way Dialogue… Advertisers are Participating 5 Open Access… No Boundaries With OpenSocial 6 Data Portability… Let Me Use It The Way I Want 7 Find Your Audience… Tools You Can Use 8 Creative Reigns… Ad Format Matters 9 Metrics Redefined… New Attributes To Measure 10 On The Horizon… Portable and Global 58
  59. 59. Name the top three search engines, in order…
  60. 60. YouTube – It’s More Than Just Entertainment The explosion of all types of video content on YouTube and other sites is quickly transforming online video from a medium strictly for entertainment and news into one that is also a reference tool. As a 6000 video search, on YouTube and across other sites, is rapidly result, morphing into a new entry point into the Web, one that could rival mainstream search for many types of queries. Search Queries (MM) -At First, Funny Videos. Now, a Reference Tool January 17, 2009 4000 2000 0 Sept-07 Oct-07 Nov-07 Dec-07 Jan-08 Feb-08 Mar-08 Apr-08 May-08 Jun-08 Jul-08 Aug-08 Source: comScore, November 2008
  61. 61. How many videos does YouTube stream every month?
  62. 62. 5B video streams every month equaling 40% of all video views online
  63. 63. What percentage of YouTube’s audience is 45+?
  64. 64. 42%
  65. 65. Agenda 1. Building a Community – What are other Brands Doing? • Born Offline, Living Online – Finding Your Audience • Interest Based Advertising Capabilities – Rising Above the Noise • YouTube Media Placements 2. Tapping into the Community: – Twitter and Google – Social Network Targeting • Media Placements
  66. 66. Building a Community
  67. 67. 5 Years Ago: Word of Mouth
  68. 68. Today: Word of Mouse
  69. 69. Social Networks are Big and Growing Over 41% of Internet users currently the …making social networking one of visit social networks at least once the web. most popular activities on a month… US Online Social Network Users, 2007-2013E Weekly Online Activities(in millions) of US Internet Users, by Age, September-October 2008 (% respondents) 140 14-25 26-42 43-61 62-75 Searching, downloading, listening to music 85% 66% 44% 29% 120 114.6 Researching for business or school 81% 61% 109.1 49% 28% 103.6 Visiting online game sites where you can 100 96.2 71% 60% 51% 48% actually play games 88.1 79.5 Socializing (via social networking sites, 80 71.6 boards) 81% 62% 37% 27% chat rooms or message Watching movies and other videos online 67% 62% 40% 26% 60 Using web portals 48% 47% 42% 33% 40 Seeking financial / investment info 32% 49% 44% 49% Creating personal content for others to see 68% 43% 25% 17% 20 Watching TV shows 49% 47% 27% 18% 0 Using a computer video camera 35% 27% 13% 13% 2007 2008 2009E Using microphone to condut auto chats or 2010E 2011E 2012E 2013E 30% 23% 12% 6% phone calls Participating in online virtual worlds 30% 18% 8% 3% Source: eMarketer, “Social Networks: Five Consumer Trends for 2009,” February 2009
  70. 70. How Are Other Brands Taking Advantage of the Trend?
  71. 71. Born Offline…. Living Online
  72. 72. Ad Blitz
  73. 73. Geico: Tapping into the Community with Parodies View Demo
  74. 74. Finding Your Audience Targeting on YouTube
  75. 75. We’ve been innovative in how we allow advertisers to reach their target audience… Content Category Search vertical Uploaders Target by content consumed Target by grouping of search Target by recent or frequent (e.g. “parenting”) terms (e.g. “basketball”) uploading activity Demographic Daypart Buzz Target by age & gender Target by hour of day Target by videos that have the fastest-growing view count YouTube Confidential and Proprietary
  76. 76. Now you can reach audiences on YouTube based on their interests: The YouTube audience has been grouped into 50 different user interest categories Select your target audience: And many more! Auto Buyers Movie Buffs Culinary Aficiniados Golf Enthusiasts And then reach them across YouTube: As they browse… As they search… As they watch videos… YouTube Confidential and Proprietary 77
  77. 77. Rising Above the Noise Leveraging Media Placements
  78. 78. Plugging into the Conversation
  79. 79. Social Sites are used by over ½ of the US Social Media Sites Used by US Connected Consumers, June 2008 (% of respondents) YouTube 67.1% MySpace 65.4% Facebook 46.1% Classmates.com 36.1% Flickr 17.4% LinkedIn 15.6% Friendster 13.5% Twitter 8.4% Xanga 7.2% Black Planet 5.9% Meetup 5.7% Bebo 5.1% Cardomain 3.7% Last.fm 3.7% Yelp 2.8% Other 6.5% Google Confidential and Proprietary Source: eMarketer, “Social Networks: Five Consumer Trends for 2009,” February 2009
  80. 80. Get the Most from Your Twitter Posts
  81. 81. Social Media & YouTube Bundles Social media sites drive high-volume, cost-effective traffic to YouTube brand pages and contests.
  82. 82. Thank You Husni Khuffash husni@google.com Google Confidential and Proprietary

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