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A World Of Strangers - PRSA Digital Impact April 30th 2009

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Presentation to PRSA Digital Impact Conference on the impact of new networks populated by strangers. The result; we now trust total strangers through social media, almost as much as the people we know …

Presentation to PRSA Digital Impact Conference on the impact of new networks populated by strangers. The result; we now trust total strangers through social media, almost as much as the people we know and meet everyday and far more than professional media sources

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  • 1. A World of Strangers
  • 2. Three things to take away • A period of massive change. Future is consumer driven • Information and purchasing is powered by the stranger network • Fundamental change to PR
  • 3. Research Sources • Global Web Index pilot study. USA & UK • Universal McCann. When Did we Start Trusting Strangers. Global • Online research. Active users. 16-64.
  • 4. Back to a time pre-media: You need to go back to appreciate how big this is
  • 5. Pre Media: Networks were local Family Neighbour Market trader
  • 6. Information + influence top down Rulers Religion Landowners
  • 7. Outlook was very local • Myths • Hatred • War
  • 8. Mass media changed everything Printed books 1500 approx Newspaper 1605 Radio 1897 Television 1936
  • 9. Transformed society • Distributed knowledge • Democracy • Wealth • Entertainment
  • 10. Nations and markets established • Mass media enforced the nation concept • Built collective outlook and perceptions • Informed a nation on what to think and buy • Foundation of the easy advertising model
  • 11. Mass media was easy to control • Limited gatekeepers • Controlled networks • High costs of entry • Regulation • Who you know
  • 12. Created fear of strangers
  • 13. But networks stayed the same Friends Family Mass Media Mass Media ME Work Neighbours Colleagues
  • 14. Then along came the internet
  • 15. Nothing much REALLY changed • Too slow • Too technical • Not enough people online • Just another retail channel? > 2000 bubble
  • 16. Mid 2000s = a revolution • Broadband • Global reach • Simple & free to access • All about users (no money!)
  • 17. Social Media • A movement • Consumer driven – Network – Content – Knowledge • Everything socialised
  • 18. Social Media: everyday usage Monthly reach % Total online in December 08: 167m 80% 72% 70% Watching video: 120m 60% 46% 50% Reading a blog: 86m 41% 39% 40% 32% Social Network: 61m 30% 19% 20% Sharing a video: 44m 10% 0% Upload a Video Clip: 31m Watch a Read a blog Manage a Share a Upload a Write a blog video clip profile on a video clip video clip social Writing a blog: 23m network Source: Global Web Index, Pilot survey. January 2009
  • 19. Global phenomenon South Korea 9.4m Russia 6.1m Netherlands Poland UK 3.7m Denmark 0.6m 2.7m 11m China Germany Czech Japan Romania 0.8m 1.4m CANADA USA 8.2m Hungary France 12.4m 39m 4.2m Turkey 1m 4.2m Switzerland Austria 43m 3.3m 0.9m 0.6m Greece Pakistan Italy Spain 0.5m Taiwan 1.8m 3.9m 4.7m 3.9m India MEXICO 11.7m Hong Kong 5.1m Philippines 1m 3m % joined a social network BRAZIL 70%+ 60% -69% 11.4m 50%-59% <49% Australia 2.6m Source: Universal McCann, Wave 3 2008
  • 20. Networks have exploded in size PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE
  • 21. Networks are massive 18-24 45-54 Friends Work Face to colleagues: Face: Face to Work Forum Friends Face 32 colleagues: Face to Forum 62 Face to 28 Face: 42 Face 17 28 Microblog Social Network: 43 Social Network: Microblog 31 88 45 Source: Global Web Index, Pilot survey. UK data. January 2009
  • 22. Networks of strangers 9% 5% 1% Facebook LinkedIn Twitter
  • 23. Changes the nature of connections • Old friends • Weak friends • Virtual friends • Distant face to face network • Now from birth!
  • 24. Connect through interests • Reptile forum UK • 28,000 users • 4million posts – 600K posts on snakes – 500K posts on lizards – 900K posts on “other business”
  • 25. Changes collective behaviour • Fusion of personal and work • Rise of personal branding • No space for the shy
  • 26. In Strangers we trust Trust strongly How much do you trust 1- 5 A family member A close friend A work colleague A neighbour A good contact on a social network A consumer who reviews on a retail website Store worker A television news reader The author of a blog you read regularly A radio presenter The main contacts on your microblog e.g Twitter A presenter on a popular television show A journalist for a national newspaper A well known celebrity CEO of a well known company Your country’s leader / politicians 0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50 5.00 When you seek an opinion on a brand you are considering buying. Which of the following people do you trust to provide you the most accurate opinion? Source: Global Web Index, Pilot survey. UK data. January 2009
  • 27. In Strangers we trust 18-24 55+ A family member 1 A family member A close friend 2 A close friend A work colleague 3 A work colleague A neighbour 4 A consumer who reviews on a retail website A good contact on a social network 5 A good contact on a social network A consumer who reviews on a retail website 6 A neighbour Store worker 7 The author of a blog you read regularly A television news reader 8 Store worker A radio presenter 9 A television news reader The author of a blog you read regularly 10 A radio presenter Source: Global Web Index, Pilot survey. UK data. January 2009
  • 28. New perspective on the world • Trust total and complete strangers • Globally connected • Strangers drive our knowledge, ideas and decisions
  • 29. We spend ALOT of time with them 8 – 12 hours a day ;-(
  • 30. Network is transforming influence PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Talk face to face Personal blog Comments on blogs Phone call Social network page Comments on websites Talk face to face Widgets Viral emails Talk to shop worker Phone call Consult a professional Video sharing site Auction websites Talk face to face Talk to shop worker Readers Letters Photo sharing site Wish lists Talk to shop worker Consult a professional Phone in; TV / Radio Chat rooms Ratings on retail sites Readers letters SMS Message boards Reviews on retail sites Phone in; TV / Radio Social Bookmarking Price comparison sites Email Instant Messenger Chat room Social shopping sites Source: Universal McCann, When Did We Start Trusting Strangers 2008
  • 31. We now Influence without trying • Everything social • Ratings, reviews, text • Behaviour becomes recommendation
  • 32. We actively talk about brands Have done last month % 36% Tell someone about a product/service by email The network 25% Tell someone about a product/service by messenger 18% Recommend a product/ service on blog/ weblog 17% Post opinion on social network Wider-world 17% Write review on retail site 12% Post a video clip featuring a product/service 0% 5% 10% 15% 20% 25% 30% 35% 40% Source: Universal McCann, When Did We Start Trusting Strangers 2008
  • 33. In all categories Have reviewed online Films Home Technology e.g TV's/PC Music Books Cars/ Automobiles Computer Software Travel- i.e flights/trains Mobile phone service Portable technology e.g MP3 Fashion (clothing/shoes) Holidays/ Destinations Groceries (food) Games Consoles/Gaming Home appliances e.g Fridges/freezers Personal Healthcare Financial products Groceries Non alcoholic beverages Property/ Real Estate Cosmetics Alcoholic drinks Utilities e.g gas 0% 10% 20% 30% 40% 50% 60% Source: Universal McCann, When Did We Start Trusting Strangers 2008
  • 34. 2 way process: we source there Have researched products and brands last month Search engine Company/brand website Read reviews written on news websites e.g bbc.co.uk Read reviews by consumers on retail sites e.g Amazon.com Blog/weblog by someone you know Comments on a social network profile Visit online Chat rooms/message boards Read peoples wish/ favs lists on retail websites Read a blog/weblog by someone you do not know brand / company blog 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Source: Universal McCann, When Did We Start Trusting Strangers 2008
  • 35. The impact
  • 36. Traditional follows social • Hudson river crash • Turkish airlines crash at Schipol airport • Mumbai terrorist attacks
  • 37. Brand response in the public eye • Irish blogger Jason Roe complained about a glitch in the Ryanair website • Ryanair: “pathetic” “idiot” “lunatic” • Covered in press world- wide
  • 38. Drives global hype • Susan Boyle – Village star to global star in 18 days so far – Local TV made global • 100m+ views • Featured on ABC, NBC ....
  • 39. Individuals make or break products
  • 40. Influences everyone • 83% use search to research purchases • Search increasingly dominated by consumer driven media
  • 41. Ultimate transparency: UK PM
  • 42. Level playing field “No matter how big your advertising spending, small groups of consumers on tiny budget might hijack the conversation” Unilever CMO Simon Clift
  • 43. Drive global understanding • We know global people as individuals • Connected across borders • Erodes mistrust and nation concept
  • 44. What does it mean for PR?
  • 45. The challenge • 1 Billion commentators • No guaranteed success • Success not based on professional contacts but on building your stranger network
  • 46. And the good news • The future of marketing is PR driven • Consumer is the distributor not the media spend • Always on
  • 47. Start by listening • Formal buzz tracking • Informal buzz tracking
  • 48. Use research to understand • Need to understand behaviour, motivations and influences • Niche requires a new approach
  • 49. Identify super influencers Watch Video Share Video Share with 10+ people 72% 39% 2%
  • 50. Video influencer = • 25-34 Share with 10+ people • Educated • Affluent • Positive • Social offline
  • 51. Reach out • Its ok to directly engage • Be open, upfront and honest • People want cool content and inside knowledge to share • They like professional input
  • 52. Reach out: Drives business
  • 53. Not about press releases • Talk • Discuss and promote in their platforms • Reward – Provide unique content – Provide access to experience – Provide inside knowledge
  • 54. Building lifetime advocacy • Drive consumer advocacy • Get them to represent the brand • They talk, they write and they promote • Think long term
  • 55. Small is beautiful • Traditional media metrics guaranteed scale – Potential exposures (readership / circulation etc) • Social media tracks direct interactions / Engagement
  • 56. Small thinking in action Potential Audience Relevant Engaged Action Traditional Media Social Media
  • 57. Its OK to make mistakes • Its how you handle them that counts • In a world of ultra transparency nobody is expected to be perfect
  • 58. Social PR Checklist • Listen > Reach out • Build your network • Converse with the network in their space • Think content and experience • Reward your network
  • 59. Next
  • 60. The future is consumer driven • Television moves online • E-Readers • The rise of mobile stranger networks
  • 61. Just another screen iPhone GPhone Blackberry
  • 62. Our actions will inform the network • Online behaviour • Real world behaviour
  • 63. A world of strangers • Strangers drive out decision making • Consumers not professionals shape the landscape • Embrace it - its the future
  • 64. Thank you! Tom Smith tom@trendstream.net Trendstream.net