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EHS 4D: Social Media Seminar: NOV 2010

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  • 1. EHS 4D Group: Social MediaSeminar
  • 2. Welcome to EHS 4D• Social media from the perspective of agency, intermediary and client• To give us greater insight we have managed to pull together someone from each sector so we get the insider knowledge• Firstly our own, David Skerrett with 11 Social Media Trends for 2011• Secondly, Gavin Marshall from AAR Group gives us an Intermediary view on the challenges of analysing social media campaigns
  • 3. Check into us! Check into us or ‘Like’ us on Facebook to receive some retro treats!
  • 4. Around the room•EHS 4D Twitter Feed – updated in real time•And on the company iPad – Flightdeck (As will be explained in more detail by David)•Nintendo Wii
  • 5. Euro RSCG Worldwide ResearchMillennials and Social Media2010
  • 6. > Millennials and Social MediaAbout the study• In-depth online survey conducted by MicroDialogue, June 2010• 500 millennials (aged 18–25) and 100 “olders” (aged 40– 55) in each of 5 markets (total n=3,004)• Extensive secondary category research China France India U.K. U.S. n=600 n=600 n=600 n=600 n=600
  • 7. > Millennials and Social MediaIntroduction• By whatever name they’re called— iGeneration, Generation C, Gen Y, Gen “ Social media is changing our lives and our society: It makes Next, echo boomers—the millennials are us more sociable, more global, the first true digital natives and more informed. These digital communities are like a• They have never known a world other second world that each day than one of constantly improving digital turns more important to us.” —Carla Lozano, Account Group and technologies Planning Director, J. R. Vallejo y Asociados, Ecuador• Yet what sets this generation apart is not so much the use of Internet technology (everyone uses that), but their use of social media• For millennials, social media is as seamlessly integrated into their lives as their computers and cell phones; it’s how they communicate and socialize, conduct business and explore the world
  • 8. > Millennials and Social Media Social media is to millennials what rock “n” roll was to baby boomers • A shared phenomenon shaping youth culture and how the generation views itself • A means by which to distinguish itself from earlier generations • A tool for self-expression and sociopolitical change
  • 9. > Millennials and Social Media1. Social Media is today’s social Glue 11
  • 10. > Millennials and Social MediaA global phenomenon
  • 11. > Millennials and Social MediaSoMe keeps millennials inconstant contact
  • 12. > Millennials and Social Media2. Multiple access points
  • 13. > Millennials and Social Media The social media mix varies by country and through time• Facebook (FB) is an increasingly global phenomenon, having usurped the once-dominant MySpace • 500MM+: Active users • 700BN+: # of mins/mo. people spend on site • 90: # of pieces of content average user creates each month (30BN pieces shared per month in total) • 70: % of users outside U.S. • 150MM+: Active users currently accessing FB through mobile devices (mobile users are 2x as active on FB as nonmobile users) Source: Facebook.com “ Facebook is the number one site in Lebanon, ahead of Google, Live, and Yahoo. Because it is cheap and efficient, many marketers are using it. Fan pages and groups and games are very popular. The Lebanese pressure groups use it to shape and affect political, environmental, and social issues. This is something that will stay; it is not a phenomenon that will fade away.” —Nada Metni, New Business Development, Euro RSCG Beirut
  • 14. > Millennials and Social Media Microblogging platform Twitter is generating 55MM+ tweets a day • 37% of Twitter users access service via phone • Social networking is by far the fastest-growing mobile activity, reports comScore • In June 2010, nearly 93MM visited Twitter.com, +109% from previous year • In U.S., awareness has exploded from 5% of Americans aged 12+ in 2008 to 87% in 2010, but usage trails FB significantly (7% of Americans vs. 41% for FB) • Nearly 2/3 of active Twitter users access social networking sites via mobile phone • 51% of active Twitter users follow companies, brands, or products on social networks Sources: comScore; “Twitter Usage in America: 2010,” Edison Research/Arbitron Internet and Multimedia Series; mashable.com “ Today social media is strongly linked to the medium itself, but what about tomorrow? Social media will be mainstream when it is no longer necessary to master the medium, which still excludes some types of people. Twitter, Foursquare are not available to everyone, but forums and opinions that reflect the social media quickly expand through to all.” —Luc Basier, Strategic Planning Director, Euro RSCG C&O, Suresnes, France
  • 15. > Millennials and Social MediaLocation-based services = next step• Social media services based on geolocation allow users to register their physical location digitally, in cyberspace, and connect up physically, in “meatspace”• # of users still small, but growing – Google Latitude = 3MM active users – Foursquare and Gowalla bring in elements of game play and competition• These services bridge gap between virtual online world and face-to-face offline world
  • 16. > Millennials and Social Media3. Millenials self-Identify as theiGeneration
  • 17. > Millennials and Social Media Generational identifiers vary by market maturity
  • 18. > Millennials and Social MediaMillennials are mycasting specialists • Creating their own news, stories, and conversations • Active participants and producers rather than passive listeners and consumers“ Millennials don’t rely on established experts. The age of the central news- gathering spot is gone forever. Social media threw that model out the window; people everywhere now tap their personal universe of contacts to swap advice, news, and entertainment.”—Marian Salzman, President, Euro RSCG Worldwide PR, North America Image: www.ist-citizenmedia.org
  • 19. > Millennials and Social Media4. Social Media for a Change
  • 20. > Millennials and Social MediaThe development of social media is coincidingwith emergence of issues that hold particularinterest for young people • For a time after social unrest of 1960s, young people in many developed countries didn’t have much to rally around • No distinct agenda beyond pursuing higher education and enjoying fruits of consumerist lifestyle • Now, several societal shifts are causing youth to become more aware of themselves as a group with common interests, including: – Being on wrong side of demographic bulge (having to support huge #s of elderly) – Climate change – Massive debt in some markets
  • 21. > Millennials and Social MediaDesire for change is in the air • Huge majorities of both generations believe change is in order, including more than 9 in 10 millennials in each market 25
  • 22. In the minds of many, social media will be akey factor in creating whatever change thereis to be• 7 in 10 millennials believe social media is a force for change• Similar % also agree SoMe is about entertainment, suggesting this generation is perfectly comfortable with social media playing dual roles in their lives, both playful and serious• India stands out as market with more serious intentions/expectations for Some
  • 23. > Millennials and Social Media Millennials wielding social media as weapon for change Run by young people for young people, U.K. Youth Parliament provides opportunities for 11- to 18-year-olds to use their voice in creative ways to bring about social change
  • 24. > Millennials and Social MediaCONCLUSION: A Phenomenonwith Lasting Implications
  • 25. > Millennials and Social MediaSocial media is integral to millennials’lives • In our increasingly globalized world, social media offers youth a shared experience and powerful ways of interacting and working together • Just as with boomers and rock ‘n’ roll, a teen or 20- something who’s not plugged in to SoMe is detached from a fundamental generational experience
  • 26. > Millennials and Social MediaSocial media fulfills a special function• Music provided the soundtrack, style, and ideology for baby boomers• SoMe enables millennials, from anywhere, to interact, communicate, share, learn, inform, congregate, create, mobilize, and/or play, seamlessly• SoMe lubricates and energizes millennials’ lives at school, work, and home
  • 27. > Millennials and Social MediaSocial media shapes behavior and attitudes• Rock ‘n’ roll was the vehicle for an entire set of distinctive cultures still visible today among aging boomers• Among millennials, SoMe is so pervasive that academics and researchers are seriously wondering whether it is “rewiring” the brains of users• Judging from the rapt attention today’s youth give to their screens (computer and mobile), there can be little question SoMe is shaping behavior and creating a different view of the world and how one interacts with it
  • 28. > Millennials and Social MediaMillennials identify with SoMe • Rock ‘n’ roll shocked pre-WWII generations and, for that, was all the more embraced by rebellious boomers • Now, people of all generations recognize that millennials have a natural affinity for digital technology in general and social media in particular • Social media is millennials’ “thing”—and its impact shows no signs of waning • In culture and commerce, the implications of social media on this newest generation will be profound
  • 29. David SkerrettHead of Social Media & Mobile, EHS 4D Digital
  • 30. 11 Trends for 2011
  • 31. Of slight concern…
  • 32. 11 Trends for 20111. Group Buying2. Social Commerce3. Payments4. The rise of Q&A Sites5. Fans into affiliates6. Social gaming & ARG7. Video hauls8. Mobile9. Location, location, location10. Privacy becoming mainstream11. Deeper data analysis & ROI
  • 33. 1. Social Pricing & Group Buying = =
  • 34. Groupon• Fastest growing company ever
  • 35. 2. Social commerce China, Sept 9th: 205 smart cars sold in 204 minutes
  • 36. 3. PaymentsFacebookCredits
  • 37. Pay with a Tweet
  • 38. 4. The rise of Q&A sites • A continually improving collection of questions and answers created, edited, and organized by everyone who uses it
  • 39. 5. Fans into Affiliates
  • 40. 6. Social Gaming & ARGs 7-Eleven Zynga Promo
  • 41. McDonalds Farmville One Day Promo
  • 42. Augmented Reality Gaming (ARG) Lewis Hamilton Reebok Dark Knight
  • 43. 7. Video hauls
  • 44. 8. Mobile revolution
  • 45. - Mindsets • Head up • Time kill • Head down • Time save
  • 46. - Payments
  • 47. - Augmented Reality
  • 48. - Loyalty cards
  • 49. 9. Location, location, location
  • 50. 10. Privacy becomes mainstream
  • 51. Any questions?
  • 52. Gavin MarshallDirector of Digital, AAR Group
  • 53. Key issues facing clients• Confusing plethora of agency perspectives• Internal structure presents obstacles• Conversation management: inhouse vs outsourcing• Crisis and reputation management• Need a programme, not just campaigns• Measurement (or lack of it)
  • 54. ThankyouMatt AtkinsonMatt.atkinson@ehs4d.com@mattieatkinsonDavid SkerretDavid.skerrett@ehs4dgroup.com@skegzGavin Marshallgmarshall@aargroup.co.uk@Gav_M