Marketing Trends: Social Media, Where did it come from? Where is it going?

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Ben Smith - VP Marketing for Polygon Homes takes a look at the technology, demographics, and psychographics that brought us social media, shows us where the "Big 5" are today in size and use, and makes some hypotheses about where the trends will take us.

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Marketing Trends: Social Media, Where did it come from? Where is it going?

  1. 1. Marketing Trends: Social Media where did it come from? where is it going?
  2. 2. TREND: The general direction in which something tends to move.
  3. 3. FAD: an intense but short-lived fashion
  4. 4. History of Technology
  5. 5. Sociology of Influencers
  6. 6. Relationship to Internet
  7. 7. Social Media
  8. 8. BIG 5: Current size / use
  9. 9. May 1990
  10. 10. Windows 3.0
  11. 11. October 1990
  12. 12. MAC Classic
  13. 13. 1993
  14. 14. Commercial providers allowed to sell internet connections to individuals
  15. 15. 1994
  16. 16. Netscape Navigator
  17. 17. 1995
  18. 18. 1996
  19. 19. Hotmail Commercially Launched
  20. 20. 1993 Mass Market Internet 1990 1995 2009 Windows 3.0 Windows 1990 1996 Mac Classic Hotmail 1994 Netscape Navigator
  21. 21. High School Student in 1995
  22. 22. 13 – 18 1977 - 1982
  23. 23. 27 - 32
  24. 24. Influential Years On a Computer
  25. 25. Average age of First Time Homebuyer…
  26. 26. 30
  27. 27. 1970 – 1990 (1982 – 1994)
  28. 28. Gen Y
  29. 29. Offspring of Baby Boomers
  30. 30. Millenials
  31. 31. Echo Boomers
  32. 32. Net Gen Dot-Com Gen
  33. 33. Influential Years On a Computer
  34. 34. 3x size of Gen X
  35. 35. Larger than Baby Boomers by 2010
  36. 36. Influential Years On a Computer
  37. 37. Gen Y = 75,000,000
  38. 38. 25% of US Population
  39. 39. Influential Years On a Computer
  40. 40. WHO CARES?
  41. 41. Next 5 years…
  42. 42. 39,000,000hh
  43. 43. HDTV
  44. 44. 30,000,000
  45. 45. Add Network Connectivity
  46. 46. 44% US hh
  47. 47. Average US Family
  48. 48. 2 Personal Computers
  49. 49. Media Consumption…
  50. 50. Split 50/50 old vs. new
  51. 51. Those Under 40…
  52. 52. 2 Hours / Week More On New Media
  53. 53. “Every time a newspaper reader dies, he will not be replaced.” Jeffrey Cole Director of the Center for the Digital Future, USC
  54. 54. 4 in 5 US hh…
  55. 55. Got teenagers?
  56. 56. 24,500,000+ (8%) and growing…
  57. 57. Can you see where this is going…
  58. 58. "US consumers are making an inexorable transition to an all-digital, Internet-powered world… The Internet pervades all aspects of Americans' lives, from how we shop and buy, how we communicate, how we entertain ourselves, and how we seek out information to how we manage our personal relationships. While today these digital activities are constrained to the home and the office, in the next several years consumers will increasingly rely on a ubiquitous Net that is instantaneously accessible on a wide variety of devices, from mobile phones to laptops to new form factors such as eReaders.“ Forrester Research Principal Analyst Charles S. Golvin.
  59. 59. Great, I get it, the world is going online, so what, where does social media fit in?
  60. 60. 1991
  61. 61. 1993
  62. 62. 1991 - 1997
  63. 63. 1994
  64. 64. Baby Boomers…
  65. 65. Making $$$ & Building Careers
  66. 66. Family Health Environment
  67. 67. Gen Y…
  68. 68. Rebelling & Subverting
  69. 69. Anti-trust Anti-corporate Anti-advertising
  70. 70. 1993 Smashing Pumpkins: Siamese Dream 1997 2002 2009 1990 Bre-X Livent 1991 1994 1997 2001 Pearl Jam: Reality Bites Lollapalooza: Enron Ten Final Year 2003 Nirvana: Nortel Nevermind
  71. 71. Left to Baby Boomers…
  72. 72. Web 1.0
  73. 73. Giving info vs. Exchanging it
  74. 74. Expert Reviewers Anonymous Filtered Comments
  75. 75. Gen Y fuels Web 2.0
  76. 76. Information Exchange
  77. 77. Peer reviews Profiles/Vulnerable Open Source
  78. 78. A Social Medium
  79. 79. Social Media
  80. 80. “It’s not about technology and wanting to be online constantly. It’s about wanting to belong and be connected constantly.” Johan Jervoe Corporate VP, Global Marketing, McDonald’s Corp
  81. 81. 350,000,000+ Active Users
  82. 82. 50% logged in on any given day
  83. 83. Average User 130 Friends
  84. 84. 12,000,000+ in Canada (18+)
  85. 85. 3,400,000+ in Canada (40+) 2,200,000+ in Canada (27–32)
  86. 86. 580,000+ in YVR (18+) 1,500,000+ in BC (18+)
  87. 87. Vancouver SUN 500,000+ readers CBC (Canucks Game) 893,000 Viewers
  88. 88. $1,000 cpc 4,500,000+ imp $15,000 1 Full page ad
  89. 89. Fastest Growing Age Group…
  90. 90. 55+
  91. 91. 10+ Million Users Become Fans Daily
  92. 92. 45+ million active user groups exist on the site
  93. 93. 2+ billion photos uploaded monthly
  94. 94. 14+ million videos uploaded monthly
  95. 95. 3+ million events created monthly
  96. 96. Micro Blog a personal Basic or chronological log small-scale of thoughts published on a Web page
  97. 97. What are you doing? 140 characters
  98. 98. tweets profile background
  99. 99. 27,000,000 ppl per Month
  100. 100. Majority 25 – 64 years old 42% College Graduates 45 – 54 highest indexing age 36% more likely to tweet
  101. 101. Business (lots of ‘em) Celebrity Personal Media
  102. 102. 52,000,000+
  103. 103. 1,000,000 / month
  104. 104. 750,000 Senior Executives
  105. 105. From all Fortune 500 companies
  106. 106. Average Age 41
  107. 107. Average Income $109,000
  108. 108. 6,000+ Photos Uploaded
  109. 109. Every Minute
  110. 110. 4+ Billion Images Hosted
  111. 111. (estimated 20+B on Facebook)
  112. 112. 8+ million users
  113. 113. 21,000,000+ People Per Month
  114. 114. 70,000,000 Visits Per Month
  115. 115. 20 Hours Uploaded
  116. 116. Every Minute
  117. 117. 1 Billion Videos
  118. 118. Per Day
  119. 119. 60,000 Feature Films
  120. 120. A Week
  121. 121. #1 Entertainment Site
  122. 122. #6 Largest Destination
  123. 123. Average Visit
  124. 124. 21 Minutes
  125. 125. 10.6 Times Per Month
  126. 126. Americans Stream
  127. 127. 21.4B Videos Per Month
  128. 128. Average Online Viewer Spends
  129. 129. 500 Minutes (8.3 hrs) / Month
  130. 130. Okay, I’m impressed, but what are the benefits to me…
  131. 131. Great for Networking
  132. 132. You Will Learn More, Faster, With Better Filters
  133. 133. Makes Sharing & Referral Easy
  134. 134. People Will Find You Easily You’ll Find Them Easier
  135. 135. You’ll Save Time
  136. 136. Now my brain hurts, what’s next…
  137. 137. Don’t be afraid
  138. 138. 1950
  139. 139. Credit Cards are the devil’s playthings
  140. 140. Content Creation It’s all about search
  141. 141. Mobile: Apps, GPS, Environmental Interactivity
  142. 142. Fundamental shift from linear to more organic everything
  143. 143. Questions?
  144. 144. Thank-You
  145. 145. twitter.com/bensmithinc linkedin.com/in/bensmithinc facebook.com/polygonhomes twitter.com/polygonhomes linkedin.com [polygon homes] flickr.com/polygonhomes

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