Social Media & Marketing Part I

SOCIAL MEDIA & MARKETING

SOCIAL MEDIA & MARKETING: PART 1

WEB 2.0 TOOLS
WHAT IS SOCIAL MEDIA?
TRUTHS & MYTHS OF SOCIAL MEDIA
SOCIAL MEDIA USER BEHAVIOURS
SOCIAL MEDIA USERS REVIEW
VIDEO GAMERS
TEENS
TV ENTHUSIASTS
MOMS
SOCIAL NETWORKS
ADVERTISING ON SOCIAL NETWORKS

Business Process
DIFFERENCE WITH WEB 2.0
Communication Way
Before Web 2.0
resources
services
solutions
After Web 2.0
resources
services
solutions
experiences
Before Web 2.0
customer
brand
After Web 2.0
customer
customer

Customer gained extra power!

THREE SPHERES OF WEB STRATEGY
For success, the long term planning of a website must balance each sphere

WEB 2.0 TOOLS

Blogs
Forums
Message Boards
E-mail marketing
Communities
Social Media
Messengers
Online video

WEB 2.0 TOOLS EFFECTIVENESS
74% said it was important to integrate the tools with other forms of customer interaction
(*) Mc Kinsey Quarterly

“SM is like teen sex.Everyone wants to do it, nobody knows how.
When it is finally done, there is surprise it is not better.”
Kaushick

“Truth is that:
SM is the responsibility of the champions that demonstrate how it will benefit the company and the brand.”
Brian Solis

TRUTHS OF SOCIAL MEDIA

Brands have no control over the public. Problems can spread quickly
59 % of brand marketers use SM and this will swell to 82 % within 12 months *
% 81 of global internet users have used internet to research about a product ** % 25 of search results for worlds top 20 largest brands are links to UGC***
62 % trusts corp. less than they did 1 year ago. 70 % of 20.000 people from 50 countries trusted consumer opinions ****
Tripadvisor: 20 million reviews positive

*e-marketer August 2009, **(PeW 2008), *** (Techrigy 2009), ****(edelman 2009)

MYTHS OF SOCIAL MEDIA

Social media forgets quickly
SM is just for geeks
Nobody reads blogs
Nobody trusts a random blogger
People just complain online
It is free(resource, time, people?)

*e-marketer August 2009, **(PeW 2008), *** (Techrigy 2009),
****(edelman 2009)

SOCIAL MEDIA USERS
“If you want to really know the true behavior of the chimpanzee, you need to observe it in the wild.
And to get the best concept of the behavior of the chimpanzee, you need to become — or at least be accepted as — a chimpanzee.”
ChrisAbraham

SOCIAL MEDIA USERS BEHAVIOURS

The most popular behaviour of SM users in SM is socializing.
Micro-blogging by SM tools causes decreasing the growth rate of blog writing.

IPA 2009 – Social Media Users Behaviours Research

SOCIAL MEDIA USERS

Video Gamers
Teens
Moms
TV Enthusiasts

Lotame Social Media Users Review 2009

SOCIAL MEDIA USERS PROFILE – VIDEO GAMERS

more likely to be Influencers. These influencers performactions that indicate them as creators, up loaders, sharers, or raters of content.
Blogging was more likely an action of Video Gamers in social media.
30% more likely to be interested in technology related content
25% are more likely to be interested in Music over TV or Movie related content.

35 %
30 %
25 %
20 %
15 %
10 %
5 %
Apps&
widgets
photos
video
groups
blogs
forums

30 %
25 %
20 %
15 %
10 %
5 %
uploaders
actions
bloggers
influencer actions

SOCIAL MEDIA USERS PROFILE - TEENS

More than ever are treating SMas a place for interaction and social expression.
More likely to interact in the forums compared to blogs and online groups.
High interest in theentertainment area, with music and sports.
53% more likely to use Apps & Widgets than the average user.
Blogs are 75% less likely to be an interest by teen users
40% more likely to be influencers.

SOCIAL MEDIA USERS PROFILE - TEENS

SOCIAL MEDIA USERS PROFILE – TV ENTHUSIASTS

31 % communicate primarily through blogs
43% more likely to watch, download, upload,or share videos online
more likely to be Influencers.
Blogging was more likely an action
60% more likely to be interested in news related TV content.Politics as an interest ranked higher compared to all other series

30% more likely to be interested incartoon shows compared to other TV interests within SM.
Less than 1%find talk shows while engaged with SM.
81% more likely to be interested in lifestyle‐related content within SM.
Fashion and Beauty ranks higher in SM. 53% more likely to be interested in business.

SOCIAL MEDIA USERS PROFILE - MOMS

mass media no longerreaches moms efficiently.
using the Internet forentertainment, networking and researching their core family care needs.
lesslikely toconduct activities such as uploading and rating content in theSM
Corebehaviors occurring such as blogging, downloading and watching videos.
Blogs are ranked the highest form of media used by moms in SM. 75% communicate primarily through blogs and forums.

Photosare 18% more likely to be used by moms compared to videos.
Only 2% use apps & widgets in SM.
85% more likely to be interested in TV related content within SM. 34% more likely to be interested in economics and finance compare to arts andculture interests
Politics as an interest ranks higher in SMcompared to living and fashion &beauty. Only 4% find sports of interest while in SM.

SOCIAL MEDIA & MARKETING

SM users are 83 % more likely to be very brand loyal than people who don’t use SM.*
% 93 of SMusers believe a company should have a presence in SM.***
Micro-blogging sitessuch as Twitter, blogs, and networks such as Facebook and LinkedIn have all seen consumers increase the amount of time spent communicating with friends, family and co-workers.

*Converseon 2009, *** Cone Inc September 2008

SOCIAL NETWORKS REALITY

Consumers spend 17% of their online time with SNin August. That is an 11% increase over 2008.*
2/3 of global internet users visit SN**
Visiting SN is the 4th most popular online activity.**

*-** Nielsen 2009, *** Cone Inc September 2008

Facebookand MySpaceare getting the bulk of the ad buys in the social space.
Facebookreceived most of the automotive, B-to-B and consumer goods ad spend
MySpacecornered the bulk of theentertainment, financial services and hardware/electronics advertising dollars.

Lotame Social Networks Ad

social consumers are less apt to click on banner ads than consumers outside of the social media space.*
video creativeshad higher click-through ratesthan non-video units, with in-page units performing better on average from a CTR standpoint than expandable ads.
wide skyscrapers (160x600) had the highest click-through rate performance, followed by medium rectangles (300x250), and leaderboards (728x90), which had roughly the same click-through rate performance,“

Lotame Social Networks Ad

expanding ads had higher interaction rates on SMthannon-expandable formats, and in-page video ads had a much higher interaction rate than in-page ads without video.
Contrary to the DoubleClick benchmark trends, leaderboards(728x90) had by far the highest interaction rate among the three banner sizes examined, with medium rectangles (300x25) and wide skyscrapers showing similar overall interaction rates. (Figure 5)

Media and Entertainment campaigns had the highest interaction rates in SM, followed by automotive campaigns. (entertainment and automotive campaigns were among the lowest in terms of overall click-through rates)
SMusers had higher overall video comple rates than the DoubleClick benchmarks for expandable and in-page formats(Figure 7).
wide skyscrapers (160x600) and leaderboards (728x90) tended to have the highest video completion rates of ad sizes, followed by medium rectangles (300x250

ADVERTISING ON SOCIAL NETWORKS – ADVICES FROM LOTAME

campaigns in the SMspaceshould aim to achieve an interaction rate or video complete goal.
For higher click-through rates, consider using in-page (non-expanding) video ads.
For higher video completion rate, consider in-page video formats over expandable formats .

For higher interaction rate, focus on Expandable formats, both video and non-video), and avoidin-page ads that don’t offer video. Avoid formats that requireclicks as the primary form of interaction.

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