Social Media
The evolution on media and communication
       Change of the content consumption
                      Impac...
Mèdia
We often see media on a squared box: newspaper ads, tv
ads, banner, flyers and so on. And again, often we live it in
...
Change of content consumption in Italy
                                                                                   ...
First impact for the brand
                                                        What do you know about your next thing ...
Time to Innovate
The first thing associated to social          Consumers are now in fragmented                 This can bri...
Brand benchmark
                  Gucci                                                 €6.338   We often see discussions ...
I own, therefore I am
                   Prada                                           Gucci                            ...
Not just TV
                                 D&G                                         Bulgari

                        ...
Not just TV
                                  Pirelli                                         Benetton
                   ...
The special ones: Diesel, Geox, Ferrari
                    Diesel                                        Geox            ...
Is it time for social media marketing?
Now the big question… is it now time for social media                 If you want t...
About this research
This research took place on Febbraio 2009, with the crosscheck of data from Interbrand and the Social ...
FrozenFrogs
Digital Media Agency


FrozenFrogs is a digital media agency, focused on the social media.




Our projects st...
Thank you




            frozenfrogs
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Social Media 2009

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Social Media 2009

  1. 1. Social Media The evolution on media and communication Change of the content consumption Impact on the brand March 2009 frozenfrogs
  2. 2. Mèdia We often see media on a squared box: newspaper ads, tv ads, banner, flyers and so on. And again, often we live it in one way: the tv tells you to… , the brand tells you to..., the Media is evolving and the audience is not just receiving the message. They get it, change it, share it and even send it back to the sender. testimonial tells you to..., and so on. But now that social networks such as Youtube, Facebook, Terms such as word of mouth, viral, facebook, social media MySpace or Twitter are well established in everyone life, it marketing, tag are becoming standard marketing words. is obvious that communications between brand and Brand new tools? No. A natural evolution on how people consumer are changing. communicate. But, really, what is happening? Let’s see what is changing. frozenfrogs
  3. 3. Change of content consumption in Italy Frequency daily/weekly 80% 50% 40% 60% 30% 40% 20% 20% 10% 0% 0% 2006 2007 2008 Daily Weekly Video Blog Social Networks Podcast RSS Video Blog Social Networks Podcast RSS The first effect of the evolution of the media is the change We can imagine that blogs are the tip of the social media in the content consumption by the users. Blogs, in Italy, are iceberg, opening the road to a more deep and complete reaching the saturation poing. Video consumption in on the use of the net. rise. * Fonte: Universal McCann The textual web is leaving room for the rich media, a more entertaining experience. frozenfrogs
  4. 4. First impact for the brand What do you know about your next thing to buy, before reaching the shop?* What is changing for the brand? 13% No surprise that consumers reach their store already 29% 21% 33% informed on what they want to buy. Nielsen showed us how consumers reach the store before shopping. 21% 22% It is likely to see a similar behaviour online. 49% 25% 24% Well, this is not the hot news. Shopping Center Ipermarkets Multimedia Store I know everything With some clues Clueless And really, even that consumers can share opinions easier and faster, is not the big news. Consumers are getting comfortable sharing their opinions online, both positive and negative Basically, they are climbing the learning curve. They 18% are getting more and more confident with the basic I share my un-satisfaction 2.0 tools. We can expect more and more opinions 15% shared online, and this should not be 17% underestimated. I share my satisfaction 15% * Source: Nielsen 27% I read others opinions 22% 2008 2007 frozenfrogs
  5. 5. Time to Innovate The first thing associated to social Consumers are now in fragmented This can bring to continuous increase media is “blog”, but after seeing the and personalised spaces, and of conversion costs. And when these Wave3 report, are we sure that reaching them will be harder and costs will be too high, even the best blogs are the silver bullets for a harder. performance based model of social media strategy? advertising can not be effective. Besides, the growing ad pressure, The creation and distribution of new both online and offline, is making First step to innovate? Listening over content must adopt a more the audience a bit… careless? After your corporate walls and grab sociological and scientific approach. all, for them, advertising means momentum. It is not anymore a matter of buying “fake”. (Nielsen BuzzMetric 2007, US ad-units in the right place. consumer). Why? insight plan launch insight campaign plan adjust strategy launch measure strategy campaign David Armano came out with an interest But if you can pre-launch your product, 1.Listen chart (see above). and examine the first opinions online, you will get those precious insights to improve your marketing & communication strategy. 2.Think The big launch with big budget might not be the most efficient way these days. If the audience does not get the right perception 3.Act of your product, every economic offer will always be too high. frozenfrogs
  6. 6. Brand benchmark Gucci €6.338 We often see discussions about brand and online conversations, but Prada €2.775 are they related? Ferrari €2.730 Considering the top 10 Italian brands Armani €2.729 InterBrand (Interbrand 2008) by capital value, Bulgari €2.577 and cross-checking them with their impact on social media, we see a D&G €2.220 different scenario. Diesel €1.947 Geox €1.567 Pirelli €1.459 Benetton €1.107 It is not a fact of being or not being Ferrari 176 inside a social network. A profile and Diesel 157 its popularity (followers, fan, friends), on its own, does not impact Gucci 104 a brand in any way. However, the main topics discussed by consumers * Vitrue SMI Prada 95 can make a difference. D&G 38 Armani 27 Pirelli 5 * data: Social Media Index from Benetton 3 Vitrue.com frozenfrogs Bulgari 2 Geox 1
  7. 7. I own, therefore I am Prada Gucci Armani Social Networks Social Networks Social Networks 61% 68% 44% Blogs 4% Photo Sharing 4% Blogs Photo Sharing 2% Video Sharing 2% Blogs 21% Video Sharing Photo Sharing 2% 13% 2% Micro Blogs Micro Blogs Video Sharing Micro Blogs 22% 11% 17% 28% Groups and Facebook Fan Pages seem a representation of Video sharing platforms are often a collection of the best tv the concept of “I own, therefore I am”. If we look at the ads and, without stopping to Prada, Gucci and Armani, fan photos in Gucci Fan Page (210.358 fans in FB) they these platforms are a great way to feed video materials are a showoff of users with their Gucci shoes/sunglasses/ from the Fashion exhibitions to everyone. bags; expecially on this group, do not even try to upload a picture of yourself with a fake Gucci product. These platforms can help a brand spot upcoming threats too. As your Burberry coat can deny you access into a About Prada: users are just interested on shoes and bags. London pub, Gucci is an aspirational brand with strong A pity considering all their beautiful productions but, like connection with the hip hop world. Armani, there is a sober and relaxed attitude. frozenfrogs
  8. 8. Not just TV D&G Bulgari Micro Blogs 29% Micro Blogs 28% Photo Sharing Blogs 2% 2% Video Sharing Photo Sharing Social Networks 49% 4% 8% Video Sharing Blogs 60% 12% Social Networks 7% As we started to experience before, “brand lovers” use The audience also loved the tv ad aired by Bulgari, with video sharing platforms to share their favourite ads and, Kate Moss. We can understand that most of Bulgari considering D&G and Armani, all their related business like products are not for everyone, however we were expecting the Gold Restaurant D&G in Milan or the Armani home more conversations about sunglasses and other forniture line. accessories. Even more, both brands have their peculiarities. D&G provocative campaigns did not get the same negative reaction from the press. Actually the audience loved them, without being disturbed by the sexual references. frozenfrogs
  9. 9. Not just TV Pirelli Benetton Micro Blogs 23% Micro Blogs 23% Photo Sharing 10% Video Sharing 56% Photo Sharing Video Sharing 8% 42% Blogs 10% Blogs 7% Social Networks Social Networks 6% 14% About Pirelli, the audience interest is on their ads and on Benetton, definitely better aligned to the Inditex brands the minifilm with Uma Thurman. than the high fashion brands previously discussed, it finds its space on video and photo sharing platforms thanks to Pirelli, however, before being a brand, is a chemical the sport sponsorships and, of course, to the very industry for the audience. That is why Pirelli is rarely a distinguishable work of Oliviero Toscani. topic of discussion but, strangely, their extension on the shoes industry was nearly ignored. A strong visual style and one of the most important calendars let Benetton and Pirelli gain shares on photo sharing platforms. frozenfrogs
  10. 10. The special ones: Diesel, Geox, Ferrari Diesel Geox Ferrari Video Sharing 36% Micro Blogs 56% Video Sharing 44% Photo Sharing 2% Micro Blogs Micro Blogs 25% 24% Blogs 13% Social Networks Photo Sharing 3% Photo Sharing Social Networks 4% Blogs Blogs7% 33% 3% Video Sharing Social Networks 2% 26% 22% Ferrari does not need explanations. Status symbol and part Diesel, as we can also see in the online conversation, of every men dream, it is the top brand. With a nearly creates its international brand by not loosing momentum equal distribution on video, text and photo. and adapting fast to the market. Geox is the last in the ranking. However, after a qualitative analysis, we see that the conversation is from different markets rather than just Italy. A proof of Geox succesfully moving into other markets? It looks like yes! frozenfrogs
  11. 11. Is it time for social media marketing? Now the big question… is it now time for social media If you want to get started, ask yourself: marketing? •Which content can I produce? And with which frequency? To answer, we need to examine two words:media and marketing. •Where are my consumers? And what about their main concerns? Media: surely social media is a great extension of all the new-media activities but, because it is based on conversations, •Which are my limits? Do I need help? Do I have resources? can it live on its own? Probably not. •Talking about metrics, which are the best one? What do I So, can we still use the word marketing? If this media bases really need to measure? itself on conversation, it is very likely that the audience is not very recepitive on marketing messages. Like in Truman Show, •What do I hope to obtain? Can the final feedback help my talking with a marketing cut results to be annoying. business? Social Media is not an alternative to the advertisement, but it •What do I really want to say? And what do they really want can help traditional marketing campaigns - with the same to hear? marketing spending - to obtain better performances. If I gain trust, my marketing message gains some trusts too. I can count on better performance of my marketing and communication campaigns. You need 360 degrees content. Is it time to move away from using only your preferred way to communicate. frozenfrogs
  12. 12. About this research This research took place on Febbraio 2009, with the crosscheck of data from Interbrand and the Social Media Index (SMI) from Vitrue (www.vitrue.com). Data represented on charts are quantitative data only. Qualitative insights are expressed in the comments. Contacts For any questions, you can write to Denis Rasia denis@frozenfrogs.it Copyright Notice Creative Commons NC-SA 3.0 frozenfrogs
  13. 13. FrozenFrogs Digital Media Agency FrozenFrogs is a digital media agency, focused on the social media. Our projects start from listening to, and learning, from the online conversation of the consumers, analysing their online behaviours. From their behavious and online activities, users send feedback and ideas that can help you reach results in terms of Engagement, Co-Creation, Conversation and, consequently, better results. We strongly believe that the performance of an online business depends from the trust that you can establish with your clients. We can help you establish this relation. frozenfrogs
  14. 14. Thank you frozenfrogs

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