Introduction to Social Media


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Presented to Nike Southeast Asia Sales team on 24 May 2010.

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Introduction to Social Media

  1. 1. Introduction to Social Media Presentated to Nike Southeast Asia Sales team 24 May 2010
  2. 2. Social Media <ul><li>“ Social media is a term used to describe the type of media that is based on conversation and interaction between people online … Social media are media designed to be disseminated through social interaction, using highly accessible and scalable publishing techniques. ” </li></ul><ul><li>Wikipedia </li></ul>
  3. 3. Social Media : a “Revolution”? <ul><li>“ Is Social Media a fad or the biggest shift since the Industrial Revolution?” </li></ul><ul><li>Socialnomics – Social Media Blog </li></ul><ul><li> </li></ul><ul><li>! </li></ul><ul><li>(About 1.9 million views) </li></ul>
  4. 4. <ul><li>Social media has overtaken porn as the #1 activity on the web. </li></ul>
  5. 5. <ul><li>“ Seeing how the youth of the world now navigate and communicate and engage with each other is a fascinating change we’re going through … The old media versus the new media transition is one of the great stories of our time. Being able to participate within that is a fascinating opportunity.” </li></ul><ul><li>Charlie Denson </li></ul><ul><li>President of the Nike Brand </li></ul>
  6. 6. Why “revolution”? <ul><li>How do people get information? </li></ul><ul><li>And at what price? </li></ul>
  7. 7. Where people get information <ul><li>Versus last year … </li></ul><ul><ul><li>Spending time online ↑56% </li></ul></ul><ul><ul><li>Listening to music ↑53% </li></ul></ul><ul><ul><li>Using my mobile ↑49% </li></ul></ul><ul><ul><li>Social networks ↑37% </li></ul></ul><ul><ul><li>Spending $$$ on music ↓36% </li></ul></ul><ul><ul><li>Watching TV ↓46% </li></ul></ul><ul><ul><li>Playing console games ↓50% </li></ul></ul><ul><li>Source: MTV Circuits of Cool </li></ul>
  8. 8. “ Old” vs “New” media <ul><li>Newspaper circulation is down 7 million over the last 25 years </li></ul><ul><li>In the last 5 years, unique readers of online newspapers are up 30 million </li></ul><ul><li>Advertising is in decline: </li></ul><ul><ul><li>Newspapers by 18.7% </li></ul></ul><ul><ul><li>TV by 10.1% </li></ul></ul><ul><ul><li>Radio by 11.7% </li></ul></ul><ul><ul><li>Magazines by 14.8% </li></ul></ul><ul><li>Advertising is on the rise: </li></ul><ul><ul><li>Web by 9.2% </li></ul></ul><ul><ul><li>Mobile by 18.1% </li></ul></ul>
  9. 9. Asian youth embrace SNS 76% belong to at least one social network
  10. 10. Asians lead in online social media China, South Korea, India and Japan lead in blogging, micro-blogging & social networks There are around 88m bloggers in China out of a global population of 240m
  11. 11. Where people get information <ul><li>Facebook gets over 250 million visitors a month </li></ul><ul><li>80 million visitors from Asia </li></ul><ul><ul><li>Ave 2.6 visits a day </li></ul></ul><ul><ul><li>Ave 24.5 minutes a day </li></ul></ul><ul><ul><li>ID 22.5m, PH 13.0m, MY 6.4m </li></ul></ul><ul><li>There are over 12,000 Facebook pages and over 67,000 Facebook profiles that contain the word “Nike” </li></ul>
  12. 12. Where people get information The recommendation by a friend online improves opinion of a brand, especially in Korea & China
  13. 13. New Gamers <ul><li>Farmville on Facebook gets over 75 million players a month; Mafia Wars, about 22 million </li></ul><ul><li>Zynga ( Farmville , Mafia Wars ), the world’s biggest social games company, is estimated as to be worth as much as $5 billion </li></ul><ul><li>Rick Thompson, founder of Playdom ( Sorority Life ), estimates that in the future, 90% of social network users will be play social games </li></ul><ul><li>Revenue for China’s online game industry was estimated to be $3.57 billion in 2009. </li></ul><ul><li>China’s online games market is expected to generate $9.2 billion in revenues by 2014 </li></ul>
  14. 14. Price of content = zero? <ul><li>95% of songs downloaded last year weren’t paid for </li></ul><ul><li>There are over 20 million music videos on Youtube </li></ul><ul><li>It took me 11 minutes to download the last episode of Battlestar Galactica </li></ul>
  15. 15. Price of content = zero? <ul><li>“ As more and more businesses become digital businesses, as more and more services become software, as more and more products become downloads … the inevitable destination is free. ” </li></ul><ul><li> </li></ul><ul><li>“ FREE! Why $0.00 is the Future of Business” </li></ul><ul><li>Chris Anderson, Editor-in-Chief, WIRED </li></ul>
  16. 16. Today’s young people <ul><li>No longer turn to “traditional” media </li></ul><ul><li>Believe content is free </li></ul><ul><li>More “online” than “offline” friends </li></ul><ul><li>Influence each other re: brands (especially online) </li></ul>
  17. 17. Brands & social media 2,634 “Fans”! “ Dissapointed with m1...have been with m1 for almost 8 years and what they can offer for a recontract is oni a 50 bucks voucher??? I might as well switch to singtel and and get the 100bucks off number porting and complete my plan with the mio home. M1 is such a disappointment.” “ Worst customer service ever, especially for corporate customers.” “ Im becoming a fan here to tell everyone dat m1's services really suck.” “ M1 U totally suck! I have been a loyal customer for 10+ years & this is how U treat your customers!!! ”
  18. 18. Brands & social media <ul><li>Members: 23,325 </li></ul><ul><li>Discussion threads: 81 </li></ul><ul><li>Related news stories in Google News: 17 </li></ul><ul><li>“ Boycott” tshirt designs: 3 </li></ul><ul><li>Formal responses from Singtel or Starhub: 0 </li></ul>
  19. 19. Does advertising still define brands? <ul><li>25% of search results for the world’s top 20 largest brands are links to user-generated content </li></ul><ul><li>34% of bloggers post opinions about products and brands </li></ul><ul><li>(Socialnomics) </li></ul>
  20. 20. Does advertising still define brands? Views: 3,140,990
  21. 21. Or do the consumers define your brand? “ Nike Tiger Spoof” = 384 search results on Youtube Example 1 , Example 2 , Example 3
  22. 22. Relevance is a cornerstone of the Nike brand <ul><li>“ We continue to ask ourselves, ‘Are we staying edgy? Are we staying compelling? Are we staying interesting? Are we connecting with the youth of today the way we have for the past 40 years?’” </li></ul><ul><li>Charlie Denson </li></ul><ul><li>President of the Nike Brand </li></ul>
  23. 23. Brands & social media <ul><li>What social media is NOT: </li></ul><ul><li>Social media is NOT advertising </li></ul><ul><li>It is NOT campaign-based </li></ul><ul><li>It is NOT about your agenda </li></ul><ul><li>It will NOT give you sales ROI </li></ul>
  24. 24. <ul><li>Nokia N93 TVC </li></ul><ul><li> </li></ul><ul><li>Fan film </li></ul><ul><li> </li></ul>Celebrate fans
  25. 25. Brands & social media <ul><li>What you should be doing in social media: </li></ul><ul><li>Social media allows for dialogue </li></ul><ul><li>Monitor all touch-points </li></ul><ul><li>Use it to test or bounce off ideas </li></ul><ul><li>Be everywhere your consumers are </li></ul><ul><li>Reward fans </li></ul>
  26. 26. Thank You! Miguel Bernas Chief Marketing Officer MatchMove Games [email_address] LinkedIn
  27. 27. <ul><li>This presentation was done entirely using material publicly available in </li></ul>