Guided Tour of Social Media

A tour of social media

Introduction
Facebook
You Tube
Twitter
Linked In
Blogs
Search
Mobile

Time take for new innovation to be adopted by 25% of US population
46 years 35 years 26 years 6 years 1831 Electricity 1876 Telephone 1923 Television 1995 Broadband

Internet users = 70% of the population
UK is the most active internet population in Europe
28% of the UK’s leisure time is spent online
The over 50s now represent 30% of total time spent online
European internet users spend 14.3 hours per week online, compared to TV (11.3 hrs) and newspapers and magazines (4.4 hrs)
By June 2010 Internet consumption predicted to > TV consumption*
UK overall ad spend fell 3.9% in 2008, with only online achieving growth at 17.3%
E-consultancy Internet Stats Compendium, Ofcom, The Communications market 2008, Wired 20/4/09 * Microsoft’s 'Europe logs on: internet trends of today and tomorrow' study State of the nation

Content Commerce Conversation Connectedness Four interrelated phases

Public relations
Customer service
Research
Brand reputation
Loyalty
Thought leadership Partnerships CSR Investor relations Employee engagement And, yes, customer acquisition

Every audience & every country catered for…

Social Networks come and go…

Online communities now more popular than email … social networking is here to stay

The heavyweights…

2/3 of global internet population visits social networks
(Source: Nielsen , Global Faces & Networked Places 2009)

Time spent on social networks is growing at 3x the overall internet rate and already accounts for c.10% of all internet time.
(Source: Nielsen , Global Faces & Networked Places 2009)

Making it all work together #1 fan page Most followers (1.2m) Collection of photos for every state visited Ability to create personal campaigns e.g. “Social media for Obama 1800+ videos Each w/ 200k + views 25k connections Linkedin had to change its service as he was too popular 5,000,000 connection Across 15 networks

Introduction
Facebook
You Tube
Twitter
Linked In
Blogs
Search
Mobile

… and growing by well over 600,000 users per day (Jan - Feb 09) 250m+

If Facebook were a country, it would be the fourth most populated in the world, ahead of Indonesia, Brazil and Japan.

Main navigation Notification of Friends birthdays Latest news from Friends in network Photo albums published by friends How it works

Strengths
Free to build
Well indexed in search engines
Multiple administrators
Free tracking
Can communicate with multiple contacts in a single click
Weaknesses
Limitations to customizing
Cannot talk directly with Fans (mass comms only)
Requires membership (cannot be seen by all)
Strengths and weaknesses

Brands in action

Consumers fight back

Introduction
Facebook
You Tube
Twitter
Linked In
Blogs
Search
Mobile

You Tube
YouTube has 258 million users and 50% visit weekly or more
More than 100 million videos a day are being watched – over a 1000 a second Women aged 35-44 are the second largest user base for You Tube 46% of “heavy” You Tube users regularly watch paid for subscription TV

YouTube and the 30 dwarves

Profile of user who posted video Other videos by user Videos with related subject matter Comments Video player – includes ratings, views and interactive navigation How it works

Strengths
Instant publishing
Can create distinct brand presence
Democratic – all content has equal stature
Direct conversation with consumers
High traffic volume
Weaknesses
Lack of control over comments if enabled
Size – videos can get lost in the ether
Quality of surrounding content – large amount of amateur footage
YouTube/Google (current) technical limitations for brands

Passed 3 million views in 10 days
Forced to withdraw product
Consumers fight back

Brands in action

Introduction
Facebook
You Tube
Twitter
Linked In
Blogs
Search
Mobile

Twitter
Estimated 5-10 thousand new accounts are opened per day
London has the more twitter users than any other city in the world Twitter grew up 752% in 2008 There have been over 3.7 billion tweets

Area where you post your “tweet” “ Tweets” from people you follow User information – how many followers Trending topics – most popular terms being used How it works

Strengths
Real time news
Direct connection with customers
Can disseminate information quickly
Can help assess current trends
140 character limit
Weaknesses
140 character limit
Tech-savvy channel
Early adopter audience

Why do they tweet?
Monitor conversation around a product
Directly engage with customers/solve problems
Gain and retain fans
Brands in action ....and drive sales

Real time reporting

Introduction
Facebook
You Tube
Twitter
Linked In
Blogs
Search
Mobile

42 million professionals from every country around the world, with approximately
half of the member base outside the United States
Linked In Audience has shifted younger, with the 18-24, and 25-35 year old segments both growing by nearly 15% in the past 6 months More than 300,000 user groups

Suggestions for contacts you may know Ability to create and advertise events Latest updates from your network Latest news from your company Navigation – Jobs, Q&A, People, Companies Inbox How it works

Strengths
Connect with professionals
Sense of authority
Highly transparent
Great search visibility
Strong research tool
Good for promoting specific brand messages
Weaknesses
Page cannot be branded
Company profiles have limited function
No in built measurement tools

Brands in action - Microsoft

Introduction
Facebook
You Tube
Twitter
Linked In
Blogs
Search
Mobile

Blogs
133,000,000 – number of blogs indexed by Technorati since 2002
346,000,000 – number of people globally who read blogs 900,000 – average number of blog posts in a 24 hour period 77% - percentage of active Internet users who read blogs

Other blogs read by the author Title and mission statement Functionality to comment on post or send to a friend List of recent posts Blog post – supports text, images, video How it works

Strengths
Equal balance between messaging and listening
High level of measurability
Ability to create online brand identity
Groups/individuals already in your space
Weaknesses
Groups/individuals already in your space
Exponential growth - hard to contain
Once you post something its out there - forever

/
Waitrose MD’s personal, customer blog: http://www.waitrose.com/blog/entrylisting.aspx?uid=034f3e8a-cd23-497f-b37a-d5349a858105 General Motors response to major issues with their business: http://fastlane.gmblogs.com/ McDonalds 'Make your own mind up' site: http://www.makeupyourownmind.co.uk Dell’s response to customer service issues http://direct2dell.com/one2one/archive/2007/05/11/14479.aspx The Coca-Cola Company : winning consumer trust www.letsgettogether.co.uk P&G: engaging with customers to assist with major NPD programme http://direct2dell.com/one2one/archive/2007/05/11/14479.aspx (40%+ of new products to come from outside the organisation) Brands in Action

Introduction
Facebook
You Tube
Twitter
Linked In
Blogs
Search
Mobile

Search
133,000,000 – number of blogs indexed by Technorati since 2002
346,000,000 – number of people globally who read blogs 900,000 – average number of blog posts in a 24 hour period 77% - percentage of active Internet users who read blogs

Each month 86% all of UK internet users go through Google to find what they’re looking for It is the single most important media property in the world

How do people use it?
Most popular searches
facebook
bbc
youtube
ebay
games
news
hotmail
bebo
yahoo
jobs
Fastest rising
iplayer
facebook
iphone
youtube
yahoo mail
large hadron collider
obama
friv
jogos
wiki
51% start with a search engine when looking to purchase from a retailer online 42% start with a search engine when looking to make a travel purchase. On the surface fairly generic…

Old world New world “ Today’s news, tomorrow’s chip paper” “ Toxic news with a half-life of 10 years+” Reputation

Market value Search is worth £2.75 billion in the UK Search advertising accounted for 58% of UK online ad spending in 2008 Two big questions How do advertisers use it? How can we be sure it works?

Definition
Pay-per-click
Advertisers typically bid on keyword phrases relevant to their target market and pay their host only when their ad is clicked
Search engine optimisation
Process of improving the volume or quality of traffic to a web site via "natural" or "algorithmic“ search results. The higher the site places the more visitors it will get
Two main forms… Examples

Advertisers bid on a series of key words that are associated with either their brand or product/services
Each time their link gets a click they pay – this is “cost per click”
Alternatively they pay only when they make a purchase – this is “cost per acquisition”
How can we be sure that it works and delivers tangible ROI?
Pay per click

Purchase Confirmation User clicks on link on Google results page Cookie created and stored in database Not visible to user Arrives at landing page Completes purchase Cookie sent to server Cookie confirmed Cookie process Website

Your online identity…

Introduction
Facebook
You Tube
Twitter
Linked In
Blogs
Search
Mobile

Mobile
The mobile device will be the primary connection tool to the Internet for most
people in the world in 2020
It took 20 years for the first billion cell phones to sell……4 for the second billion……and 2 for the third billion… There a more mobiles in the UK than there are people 17% of Britons are willing to buy products and services through their phones

The age of the application

Handles 8 % of all voice-to-voice calls globally
That’s 26.5 billion minutes of talk
Home to 445 million subscribers
It may be virtually free but revenue is up to $153 million/quarter
Skype

Wikitude

Shop Savvy

Shazam

Sixth sense

Primarily due to the Internet, the pace of change is accelerating faster than at any time in our history.
People are now completely overwhelmed by choice…
…But they are adapting to change faster and better than businesses…
…They are becoming expert multi-channel shoppers…
…They are now in total control and define your success.
The internet & people’s access to the internet is affecting every part of our business (from acquisition through to brand trust and reputation)
As a result of the above, markets are being transformed…
…We need to respond faster than we think is possible.
In summary

It’s only just the beginning…

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Guided Tour of Social Media

by Grand Union on Oct 30, 2009

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Guided Tour of Social Media — Presentation Transcript