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The Social Media Leap (ESOMAR, Berlin 2010).

by Gavin Klose on Nov 26, 2010

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Presentation slides of "The Social Media Leap" research paper delivered at ESOMAR WM3 World Research Conference, Berlin 19 October, 2010. ...

Presentation slides of "The Social Media Leap" research paper delivered at ESOMAR WM3 World Research Conference, Berlin 19 October, 2010.
Paper and presentation by Dr Karen Nelson-Field (UniSA, Ehrenberg-Bass Institute) and Gavin Klose (Australian innovation agency, Fusion). The paper explores social media marketing current practice and provides nine recommendations for best practice for industry.

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The Social Media Leap (ESOMAR, Berlin 2010). Presentation Transcript

Dr. Karen Nelson-FieldEhrenberg-Bass Institute for Marketing ScienceUniversity of South AustraliaGavin KloseFusion The Social Media Leap

The Social MediaLeap

Could you please take our picture

Please ﬁnd and Like the SharefactorFacebook Page

> porn(Socialnomics 2009, Icon Dock 2010)

> (Hitwise 2010)

views clicks visits likes rates comments shares p

I’m abig fan I’m not buying it

The Social MediaLeap

240 1000+

The Social Media Leap:Current PracticeFrom quantitative survey>240 organisations

Current Social Media implementation: 9% not a fad and will be a key7component50%highly reactive (self reported) nly 9% properly plannedO nly 39% include into overall mktg planO 9%source information from the Internet6 1%use their own judgement4Very few look to credible research

Current Social Media implementation:They aren’t because senior managers... dont understand it, dont value it, dont have a firm grasp on what it can do

Current Social Media measures: nly 30% use metrics because they alignOBig disconnect between SM and trad metrics 30% use proﬁtability for trad marketing 14% use proﬁtability for social media nteresting....I21%use attitudinal shift for social media

Future Social Media implementation: 8% mktg effort increased in 20105Many say HR is absorbed (no new roles)Most will spend more next year..... 1/5 claim 5-10% budget in 20101/3 claim 5-10% budget in 2011**particularly small organisations

Future Social Media implementation:Biggest barriers to entry... lack of knowledge lack of time lack of organisational culture lack of technology

Future Social Media implementation:Top ‘to do’s... research staff training additional budget organisational culture change

Organisations are largely ill prepared(small at greatest risk)Most plan to spend more/invest more timeYet.... largely unplanned treated as stand alone lack of understanding about measures/effect look to unfounded sources for help/way forward

The Social Media Leap: Illustration Chuck Jones

The Social Media Leap:Best Practice 1. Strive for reach 2. Don’t be too narrow 3. Use brand cues 4. Look for recency 5. Be social 6. Plan with multi-hats 7. Listen(and spy) 8. Ready your troops 9. Start slowly

1. Strive for reach

2. Don’t be too narrow I’m 18-25 years old...

2. Don’t be too narrow I like takeaway

3. Use brand cues

4. Look for recency

5. Be social Content

6. Plan with multi-hats FIND BUY

6. Plan with multi-hats GOOD FIND BUY BAD

6. Plan with multi-hatsGeneration GOODParticipationObservation FIND BUY USE BAD

7. Listen(and spy) bla bla bla bla bla bla your your brand competitors

8. Ready your troops Hoot!

9. Start slowly

The Social MediaLeap

1. Strive for reach 2. Don’t be too narrow 3. Use brand cues 4. Look for recency 5. Be social 6. Plan with multi-hats 7. Listen(and spy) 8. Ready your troops 9. Start slowly Your Social Media Next Steps

Future research: The Sharefactor

Future research: The Sharefactor Engagement/likeability Quantify iceberg effect Shareable content Understanding fans Brand recall

We’d like your feedbackor questions on ourSharefactor Facebook PageThankyou.facebook.com/sharefactor

The Social Media Leap (ESOMAR, Berlin 2010).

by Gavin Klose on Nov 26, 2010

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The Social Media Leap (ESOMAR, Berlin 2010). Presentation Transcript