Social 101 Final Slideshare

Bottree Digital

Bottree Strategy Search Social Splatter Sponsor Scrutiny

Seller / Producer of The MONOLOGUE “Goods” Mass Mis-Commnucation Mass Marketing Agency / Marketer Media / Content Consumer Bottree Strategy Search Social Splatter Sponsor Scrutiny

[Infinite] PRE-SOCIAL WEB Vertical Portals Sites Range of Options Banner Exchanges TRADITIONAL MEDIA TV Print MSM has yet to enter this region Radio Outdoor [Small] [MSM] Content Suppliers [People] Original Source: Bottree Strategy Search Social Splatter Sponsor Scrutiny http://flickr.com/photos/morikenstyle/106306545

Objections to Social Media Use & Implementation Source: Marketing Sherpa Survey, 2008 Lack of knowledgeable staff Inability to measure ROI Lack of funding Management resistance Technical complexity Not relevant to our market 0% 10% 20% 30% 40% 50% Bottree Strategy Search Social Splatter Sponsor Scrutiny

SOCIAL = INTERACTION SOCIAL = DIALOGUE Bottree Strategy Search Social Splatter Sponsor Scrutiny

What is social media? Online applications, platforms and media which aim to facilitate interaction, collaboration and sharing of content Bottree Strategy Search Social Splatter Sponsor Scrutiny

Collaboration Multimedia Communication Answers Audio Aggregator Bookmarking Photo Blog Expertise Video Events News MicroBlog Opinion Networking Source/Credit: Joselin Mane, www.litbel.com Wikis Bottree Strategy Search Social Splatter Sponsor Scrutiny

Source: Rohit Bhargava Bottree Strategy Search Social Splatter Sponsor Scrutiny

Source: Kyle Lacy, 20 Reasons Why You Can’t Ignore Social, based on Universal McCann, Wave3, March 2008 Bottree Strategy Search Social Splatter Sponsor Scrutiny

Top Five Online 'Sectors' Source: Neilsen Online, March 2009 Dec-08 Dec-07 86% Search 85% General Interest - Portals & Communities 73% Software Sites 67% Member Communities (blogs, social nets) 65% Email Bottree Strategy Search Social Splatter Sponsor Scrutiny

Source: Yamini Purohit & Jon E. Warren, MaRS, Business of Social Networking. Original Source: IT World Canada Bottree Strategy Search Social Splatter Sponsor Scrutiny

Source: Yamini Purohit & Jon E. Warren, MaRS, Business of Social Networking Bottree Strategy Search Social Splatter Sponsor Scrutiny

\"Which of the following have you ever done?\" Daily Weekly Monthly Watch video clips online 22% 37% 16% Read blogs 21% 27% 11% Visit a friend's social network page 22% 25% 10% Share a video clip with a friend 13% 24% 12% Visit a photo sharing site 13% 21% 14% Manage profile on existing social network 17% 18% 11% Upload photos to a photo sharing site 8% 15% 13% Download a podcast 7% 16% 8% Post/write stories for my own blog 9% 12% 5% Upload video clip to video sharing site 7% 11% 7% Source, Universal McCann, Social Media Research Wave 3 Bottree Strategy Search Social Splatter Sponsor Scrutiny

IT’S THE FUTURE Sources, Chris Brogan, 12 Ways to Sell Socia Media to Your Boss Traffikd, 13 Reasons Why Social is Worth Your Time Bottree Strategy Search Social Splatter Sponsor Scrutiny

Social Site Users, Top 10 Countries (% of Internet Users) Sept 2008 Sept 2007 86.5% Canada 85.3% Brazil 78.4% UK 73.0% Mexico 70.7% Spain 70.2% US 67.5% Australia 65.5% Germany 62.2% Italy 61.3% Netherlands 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% Source: emarketer, Survey of Top Social Site Users, by Country, Sept 2008 Bottree Strategy Search Social Splatter Sponsor Scrutiny

Creator Critic Collector Joiner Spectator (13%) (19%) (15%) (19%) (33%) Bottree Strategy Search Social Splatter Sponsor Scrutiny

Reasons to Use Social Networking Sites November 2008 (%) (Source: JP Morgan, 2008 Consumer Survey, Jan 2009) 78% Keep in touch with friends 51% Reconnect with old friends 37% Share photographs 30% Meet new people 18% Plan social events 15% Share/find music 14% Play games 11% Career networking Bottree Strategy Search Social Splatter Sponsor Scrutiny

Media Used In Social Networking % of Social % of Non-Networkers Medium Networkers (Approximate) Email 95% 90% IM 61 25 Texting 50 18 Forum/Discussion Board 29 5 Blog 29 3 Chat room 17 4 VoIP 12 4 Video conferencing 11 2 Micro-blogging 4 1 Source: Netpop Connect Social Networkers US, December 2008 Bottree Strategy Search Social Splatter Sponsor Scrutiny

Use of Social Media Experience & Social Media Plans Yes No 4% 1% Just getting started 12% 28% A few months 23% A few years No experience, but plan to use 88% No plans 44% Source: Michael Stelzner, Social Media Marketing Industry Report Bottree Strategy Search Social Splatter Sponsor Scrutiny

Source: Michael Stelzner, Social Media Marketing Industry Report Bottree Strategy Search Social Splatter Sponsor Scrutiny

Traditional Brands Social Brands Brand in Control Audience/Consumer in Control Organization creates content Users create content Repetition Adaptation Educating Influencing Solicit customers Make friends Sell to cold prospects Network with happy customers Monologue Dialogue (listen more, talk less) Incentivize frequent purchase Reward engagement Do well Do good Send mass email Message friends and fans Target demos Seek shared interests 9-5 Leave the porch light on YourAgency Strategy Search Social Splatter Sponsor Scrutiny

Source: Blue State Digital, Exploring the Obama Juggernaut, IAB Canada, MIXX 2009 Bottree Strategy Search Social Splatter Sponsor Scrutiny

Source: Clickz, Ten Motivators That Inspire Action Bottree Strategy Search Social Splatter Sponsor Scrutiny

“Which tactic do you plan to use to market your message?” Source: Michael Stelzner, Social Media Marketing Industry Report Bottree Strategy Search Social Splatter Sponsor Scrutiny

Source: Chris Lake, econsultancy, 10 Ways to Measure Social Media Success Source: Avinash Kaushik, Tips for Measuring Success of Your Blog Bottree Strategy Search Social Splatter Sponsor Scrutiny

Awareness Consideration Purchase • Monologue • “Not buying • Final sale today” • Repetition • Online: • Seeking info Transactions • Online: impressions • Online: Visits & Leads Purchase to Use Use to Opinion Opinion to Talk • Eg. Bought but • What does it take to • “Facilitate the boxed get people to talk sharing, participate about your with caring” • Downloaded, but product/service? not in use Bottree Strategy Search Social Splatter Sponsor Scrutiny

Social 101 Final Slideshare

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Notes on slide 1

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