1. Social Media Club Hawaii 5/14/10
Social Media adoption
Frank Hamm: background / context
Survey: online / social media usage in PR
German fnancial services
Social Media in Germany
2. Frank Hamm
● 8 yrs in German Air Force
● study of Business Administration
● diferent jobs related to Information Technology
● now Manager Public Relations at a German bank
● study of Public Relations
● blogger
– http://www.injelea.de (blog since 2005)
– http://twitter.com/fwhamm (since 2007)
● more on: http://www.frank-hamm.com
(mostly in German but with links)
Frank Hamm Social Media adoption 5/14/10 | page 2
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4. Hawaiitwentyten
● Vacation planned in November 2009 for April 2010
● ad hoc decision to use Social Media for connecting to
local people and organisations
● in February 2010
– created Twitter account @hawaiitwentyten
– created Tumblog hawaiitwentyten
● frst listened, then joined conversation
Frank Hamm Social Media adoption 5/14/10 | page 4
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5. Pacifc Aviation Museum
● Help from Pacifc Aviation Museum on Facebook
● PacifcAviation
on Twitter
Frank Hamm Social Media adoption 5/14/10 | page 5
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6. 'Ulalena
● Twittered about forgotten reservation
● received complimentary tickets for show
● blogged about it
Frank Hamm Social Media adoption 5/14/10 | page 6
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7. Aviation
● I complained on Twitter about mobile check-in not
working
– Lufthansa contacted me via Twitter DM
– It was my fault, Lufthansa helped to correct
● Iceland vulcan ashclouds
– United Airlines, Lufthansa informed passengers on
Twitter
– Eurocontrol informed about closing/opening airports:
Information on Twitter frst then on press release on
website
Frank Hamm Social Media adoption 5/14/10 | page 7
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8. > Survey / Survey / PR PLUS
PR PLUS
Frank Hamm Social Media adoption 5/14/10 | page 8
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9. Survey
● conducted November 2009 as part of Public Relations
thesis at PR PLUS
● 302 participants
– from Germany, Austria, Switzerland,
– some of them only partly responded
● approx 80% people are part of the PR PLUS network
(students, former students, professors, university
lecturers ...)
Frank Hamm Social Media adoption 5/14/10 | page 9
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10. Survey: Summary
● PR people have widely but not completely adopted
Social Media
● „Digital Generations Divide“ of generations
● „Digital Gender Divide“
Frank Hamm Social Media adoption 5/14/10 | page 10
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11. > Video- und Bildportale
Videos and Photos
Frank Hamm Social Media adoption 5/14/10 | page 11
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http://www.fickr.com/photos/fltran
12. > Video and Photo Communities
● Video Communities
– YouTube used at least weekly by almost 50%
● Photo Communities
– Flickr and Picasa used at least weekly by almost 10%
● Creating content: 4% (videos) bzw. 2% (photos)
Frank Hamm Social Media adoption 5/14/10 | page 12
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13. >> Soziale Netzwerke
Social Networks
Frank Hamm Social Media adoption 5/14/10 | page 13
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http://www.fickr.com/photos/drbeachvacation
14. Social Networks (SN)
● Weekly Usage:
– XING more than 60%, Facebook more than 40%
– Other SN less than 10%
● 30% produce content (at least weekly)
● Age 20-29
– much more intense usage of SN
(except wer-kennt-wen)
– XING more than 70%, Facebook almost 60% weekly
usage
– StudiVZ/MeinVZ each approx 20% weekly usage
Frank Hamm Social Media adoption 5/14/10 | page 14
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15. Social Networks
Social Networks: Age 40+ Social Networks: Age 20-29
100% = 101 100% = 60
100% 100%
9
90% 90%
29
80% 80% 23
8
70% 63 70% 37
17 44
60% 84 60% 2
86
90 19 53 54
55 55
98 97 97 98 7
50% 50% 59
40% 30 40%
11 9
30% 30%
28 5
20% 20% 24 3
17
5 6
25 6
10% 10% 11 3 0
1
6 10 2 2
10 8 1 5 2 1 5
1
0 3 5 1
3 3 1 1 2 2 2 2 2 0
1
0% 0 0 0 0 0% 0
Facebook wer-kennt-wen LinkedIn Lokalisten Facebook wer-kennt-wen LinkedIn Lokalisten
XING StudiVZ MeinVZ MySpace Other XING StudiVZ MeinVZ MySpace Other
daily weekly monthly seldom/not at all daily weekly monthly seldom / not at all
Frank Hamm Social Media adoption 5/14/10 | page 15
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16. >> Blogs/Twitter
Blogs/Twitter
Frank Hamm Social Media adoption 5/14/10 | page 16
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http://www.fickr.com/photos/noelzialee
17. > Blogs/Twitter
● blogs
– almost 50% read blogs at least weekly
– almost 20% write or comment at least weekly
● Twitter
– more than 30% read on Twitter at least weekly
– approx. 20% twitter at least weekly
● men are much more active than women
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18. Blogs/Twitter
Blogs/Twitter
100% = 288
100%
90%
90
80%
158
70%
210
222
60% 59 seldom / not at all
monthly
weekly
50% daily
40% 33
70
30%
42
30 12
20%
21
69 26
10% 55
33
22
0%
read blogs write / comment blogs read Twitter write Twitter
Frank Hamm Social Media adoption 5/14/10 | page 18
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19. >> Nachrichten
Messages
Frank Hamm Social Media adoption 5/14/10 | page 19
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20. > Messages
● more than 90% use Email daily
● more than 50% use Social Networks at least weekly
● Skype more than 30%, IM almost 30%, Twitter DM
more than 10%
● Age 20-29
– more intense usage: Social Networks, Instant
Messaging, Twitter DM
– Diference between age 20-29 and age 40+
● Gender: men are more active than women
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21. Messages
Send messages: Age 40+ Send messages: Age 20-29
100% 100% 2
4 0
0
7 5 9
90% 90%
80% 40 80% 26
9
52
70% 70%
39
45
60% 60%
88
91
17 20
50% 50%
90 53 15
14
40% 40%
30% 30% 5
29
23 10
6
20% 20% 22
6
10% 2 6 10% 10
6
15 1 9
12 4
7 3
3
0% 0%
Social Networks Instant Messaging Social Networks Instant Messaging
Email Skype Twitter DM Email Skype Twitter DM
daily weekly monthly seldom / not at all daily weekly monthly seldom / not at all
Frank Hamm Social Media adoption 5/14/10 | page 21
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22. >> Chat
Chat
Frank Hamm Social Media adoption 5/14/10 | page 22
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23. > Chat
● weekly usage below 30%
● more intense usage in age 20-29
● Great diference between age 20-29 and age 40+
● Gender: no diference
Frank Hamm Social Media adoption 5/14/10 | page 23
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24. Chat: ages
Chat: age 40+ Chat: age 20-29
100% 100%
90% 90%
80% 80%
27
32
70% 70% 36
68
74 43
60% 82 60%
53
97 97
50% 50%
13
40% 40% 7
30% 7 30% 14
10 3
13
20% 15
14 20% 6
6
4
10% 8 10% 10 3
10 8 8
11 6
2 5 2 4
2 3 2
0% 0 0 0% 0
Instant Messaging Skype with Video Instant Messaging Skype with Video
Skype Social Networks Instant M. with Video Skype Social Network Instant M. with Video
daily weekly monthly seldom / not at all daily weekly monthly seldom / not at all
Frank Hamm Social Media adoption 5/14/10 | page 24
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25. > Banks, Social Media in Germany
Banks and companies in general
are reluctant to adopt Social Media
But more and more of them are in the process of
changing their mind
Frank Hamm Social Media adoption 5/14/10 | page 25
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26. > Banks
● some banks start recovering from fnancial crises
● banks have started Social Media activities
● banks don't advertise that they are on Social Media
● some banks have web pages that list social media
accounts (i.e. Deutsche Bank)
● normally they only use it as another news channel
● especially banks are reluctant to engage in Social
Media because of fnancial crises
– people, politicians, journalists are angry
Frank Hamm Social Media adoption 5/14/10 | page 26
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27. > Real Estate Structured Financing
● only few main competitors
● Hypo Real Estate completely nationalized
● Eurohypo owned by Commerzbank (partially
nationalized and forced to sale Eurohypo until 2014)
● Aareal Bank focuses on B2B for fnancing commercial
objects
Frank Hamm Social Media adoption 5/14/10 | page 27
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28. > Banks: activities in Social Media
● Only few „classical“ banks like SEB
● Primarily Social Responsible Banks, Sustainable
Banks, small credit unions
● Examples
– Fidor Bank
– GLS Bank
– Volksbank Bühl
– NOA Bank (Die andere Bank)
● Great resource (in German): Boris „Electrouncle“
Janek (presentation: Social Finance in Germany)
Frank Hamm Social Media adoption 5/14/10 | page 28
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29. > Social Media in Germany
Banks, pharmaceutical industry, automotive...:
People fear loss of control because
they don't know how to deal with Social Media.
People therefore fear they lose power.
The truth is: You all already have lost control.
But if you frst listen and then join the conversation
people will trust you and trust is the real power!
Frank Hamm Social Media adoption 5/14/10 | page 29
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30. > Social Media Examples
● Lufthansa
– First: known as a bad example (no dialogue)
– Now: changing usage of social media
● Daimler
– First: employees writing of their work (i.e. Nightshift)
– Now: blog as companies own newspaper for many
stakeholders, twittering PR people
● Saftblog (family owned business producing juice)
– Blogging since years, sponsoring barcamps, small
business (15 employees), but expanding cause of SM
● Synaxon (franchising retail group , computer
business)
Frank Hamm Social Media adoption 5/14/10 | page 30
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31. PR PLUS goes online
Mahalo
Frank Hamm Social Media adoption 5/14/10 | page 31
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http://www.fickr.com/photos/tacitrequiem
