Guided Tour of Social Media

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  • Source – McKinsey & Co Link: http://www.washingtonpost.com/wp-dyn/content/article/2007/05/23/AR2007052301418.html
  • The mobile device will be the primary connection tool to the Internet for most people in the world in 2020
  • Guided Tour of Social Media

    1. A tour of social media
    2. <ul><li>Introduction </li></ul><ul><li>Facebook </li></ul><ul><li>You Tube </li></ul><ul><li>Twitter </li></ul><ul><li>Linked In </li></ul><ul><li>Blogs </li></ul><ul><li>Search </li></ul><ul><li>Mobile </li></ul>
    3. <ul><li>Time take for new innovation to be adopted by 25% of US population </li></ul>46 years 35 years 26 years 6 years 1831 Electricity 1876 Telephone 1923 Television 1995 Broadband
    4. <ul><li>Internet users = 70% of the population </li></ul><ul><li>UK is the most active internet population in Europe </li></ul><ul><li>28% of the UK’s leisure time is spent online </li></ul><ul><li>The over 50s now represent 30% of total time spent online </li></ul><ul><li>European internet users spend 14.3 hours per week online, compared to TV (11.3 hrs) and newspapers and magazines (4.4 hrs) </li></ul><ul><li>By June 2010 Internet consumption predicted to > TV consumption* </li></ul><ul><li>UK overall ad spend fell 3.9% in 2008, with only online achieving growth at 17.3% </li></ul>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
    5. Content Commerce Conversation Connectedness Four interrelated phases
    6.  
    7. <ul><li>Public relations </li></ul><ul><li>Customer service </li></ul><ul><li>Research </li></ul><ul><li>Brand reputation </li></ul><ul><li>Loyalty </li></ul>Thought leadership Partnerships CSR Investor relations Employee engagement And, yes, customer acquisition
    8.  
    9. Every audience & every country catered for…
    10. Social Networks come and go…
    11. Online communities now more popular than email … social networking is here to stay
    12. The heavyweights…
    13. <ul><li>2/3 of global internet population visits social networks </li></ul>(Source: Nielsen , Global Faces & Networked Places 2009)
    14. <ul><li>Time spent on social networks is growing at 3x the overall internet rate and already accounts for c.10% of all internet time. </li></ul>(Source: Nielsen , Global Faces & Networked Places 2009)
    15. 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
    16. <ul><li>Introduction </li></ul><ul><li>Facebook </li></ul><ul><li>You Tube </li></ul><ul><li>Twitter </li></ul><ul><li>Linked In </li></ul><ul><li>Blogs </li></ul><ul><li>Search </li></ul><ul><li>Mobile </li></ul>
    17. … and growing by well over 600,000 users per day (Jan - Feb 09) 250m+
    18. If Facebook were a country, it would be the fourth most populated in the world, ahead of Indonesia, Brazil and Japan.
    19. Main navigation Notification of Friends birthdays Latest news from Friends in network Photo albums published by friends How it works
    20. <ul><li>Strengths </li></ul><ul><li>Free to build </li></ul><ul><li>Well indexed in search engines </li></ul><ul><li>Multiple administrators </li></ul><ul><li>Free tracking </li></ul><ul><li>Can communicate with multiple contacts in a single click </li></ul><ul><li>Weaknesses </li></ul><ul><li>Limitations to customizing </li></ul><ul><li>Cannot talk directly with Fans (mass comms only) </li></ul><ul><li>Requires membership (cannot be seen by all) </li></ul>Strengths and weaknesses
    21. Brands in action
    22. Consumers fight back
    23. <ul><li>Introduction </li></ul><ul><li>Facebook </li></ul><ul><li>You Tube </li></ul><ul><li>Twitter </li></ul><ul><li>Linked In </li></ul><ul><li>Blogs </li></ul><ul><li>Search </li></ul><ul><li>Mobile </li></ul>
    24. You Tube <ul><li>YouTube has 258 million users and 50% visit weekly or more </li></ul>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
    25. YouTube and the 30 dwarves
    26. 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
    27. <ul><li>Strengths </li></ul><ul><li>Instant publishing </li></ul><ul><li>Can create distinct brand presence </li></ul><ul><li>Democratic – all content has equal stature </li></ul><ul><li>Direct conversation with consumers </li></ul><ul><li>High traffic volume </li></ul><ul><li>Weaknesses </li></ul><ul><li>Lack of control over comments if enabled </li></ul><ul><li>Size – videos can get lost in the ether </li></ul><ul><li>Quality of surrounding content – large amount of amateur footage </li></ul><ul><li>YouTube/Google (current) technical limitations for brands </li></ul>Strengths and weaknesses
    28. <ul><li>Passed 3 million views in 10 days </li></ul><ul><li>Forced to withdraw product </li></ul>Consumers fight back
    29. Brands in action
    30. <ul><li>Introduction </li></ul><ul><li>Facebook </li></ul><ul><li>You Tube </li></ul><ul><li>Twitter </li></ul><ul><li>Linked In </li></ul><ul><li>Blogs </li></ul><ul><li>Search </li></ul><ul><li>Mobile </li></ul>
    31. Twitter <ul><li>Estimated 5-10 thousand new accounts are opened per day </li></ul>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
    32. 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
    33. <ul><li>Strengths </li></ul><ul><li>Real time news </li></ul><ul><li>Direct connection with customers </li></ul><ul><li>Can disseminate information quickly </li></ul><ul><li>Can help assess current trends </li></ul><ul><li>140 character limit </li></ul><ul><li>Weaknesses </li></ul><ul><li>140 character limit </li></ul><ul><li>Tech-savvy channel </li></ul><ul><li>Early adopter audience </li></ul>Strengths and weaknesses
    34. <ul><li>Why do they tweet? </li></ul><ul><li>Monitor conversation around a product </li></ul><ul><li>Directly engage with customers/solve problems </li></ul><ul><li>Gain and retain fans </li></ul>Brands in action ....and drive sales
    35. Real time reporting
    36. <ul><li>Introduction </li></ul><ul><li>Facebook </li></ul><ul><li>You Tube </li></ul><ul><li>Twitter </li></ul><ul><li>Linked In </li></ul><ul><li>Blogs </li></ul><ul><li>Search </li></ul><ul><li>Mobile </li></ul>
    37. <ul><li>42 million professionals from every country around the world, with approximately </li></ul><ul><li>half of the member base outside the United States </li></ul>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
    38. 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
    39. <ul><li>Strengths </li></ul><ul><li>Connect with professionals </li></ul><ul><li>Sense of authority </li></ul><ul><li>Highly transparent </li></ul><ul><li>Great search visibility </li></ul><ul><li>Strong research tool </li></ul><ul><li>Good for promoting specific brand messages </li></ul><ul><li>Weaknesses </li></ul><ul><li>Page cannot be branded </li></ul><ul><li>Company profiles have limited function </li></ul><ul><li>No in built measurement tools </li></ul>Strengths and weaknesses
    40. Brands in action - Microsoft
    41. <ul><li>Introduction </li></ul><ul><li>Facebook </li></ul><ul><li>You Tube </li></ul><ul><li>Twitter </li></ul><ul><li>Linked In </li></ul><ul><li>Blogs </li></ul><ul><li>Search </li></ul><ul><li>Mobile </li></ul>
    42. Blogs <ul><li>133,000,000 – number of blogs indexed by Technorati since 2002 </li></ul>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
    43. 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
    44. <ul><li>Strengths </li></ul><ul><li>Equal balance between messaging and listening </li></ul><ul><li>High level of measurability </li></ul><ul><li>Ability to create online brand identity </li></ul><ul><li>Groups/individuals already in your space </li></ul><ul><li>Weaknesses </li></ul><ul><li>Groups/individuals already in your space </li></ul><ul><li>Exponential growth - hard to contain </li></ul><ul><li>Once you post something its out there - forever </li></ul>Strengths and weaknesses
    45. <ul><li>/ </li></ul>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
    46. <ul><li>Introduction </li></ul><ul><li>Facebook </li></ul><ul><li>You Tube </li></ul><ul><li>Twitter </li></ul><ul><li>Linked In </li></ul><ul><li>Blogs </li></ul><ul><li>Search </li></ul><ul><li>Mobile </li></ul>
    47. Search <ul><li>133,000,000 – number of blogs indexed by Technorati since 2002 </li></ul>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
    48. 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
    49. How do people use it? <ul><li>Most popular searches </li></ul><ul><li>facebook </li></ul><ul><li>bbc </li></ul><ul><li>youtube </li></ul><ul><li>ebay </li></ul><ul><li>games </li></ul><ul><li>news </li></ul><ul><li>hotmail </li></ul><ul><li>bebo </li></ul><ul><li>yahoo </li></ul><ul><li>jobs </li></ul><ul><li>Fastest rising </li></ul><ul><li>iplayer </li></ul><ul><li>facebook </li></ul><ul><li>iphone </li></ul><ul><li>youtube </li></ul><ul><li>yahoo mail </li></ul><ul><li>large hadron collider </li></ul><ul><li>obama </li></ul><ul><li>friv </li></ul><ul><li>jogos </li></ul><ul><li>wiki </li></ul>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…
    50. Old world New world “ Today’s news, tomorrow’s chip paper” “ Toxic news with a half-life of 10 years+” Reputation
    51. 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?
    52. <ul><li>Definition </li></ul><ul><li>Pay-per-click </li></ul><ul><li>Advertisers typically bid on keyword phrases relevant to their target market and pay their host only when their ad is clicked </li></ul><ul><li>Search engine optimisation </li></ul><ul><li>Process of improving the volume or quality of traffic to a web site via &quot;natural&quot; or &quot;algorithmic“ search results. The higher the site places the more visitors it will get </li></ul>Two main forms… Examples
    53. <ul><li>Advertisers bid on a series of key words that are associated with either their brand or product/services </li></ul><ul><li>Each time their link gets a click they pay – this is “cost per click” </li></ul><ul><li>Alternatively they pay only when they make a purchase – this is “cost per acquisition” </li></ul><ul><li>How can we be sure that it works and delivers tangible ROI? </li></ul>Pay per click
    54. 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
    55.  
    56. Your online identity…
    57. <ul><li>Introduction </li></ul><ul><li>Facebook </li></ul><ul><li>You Tube </li></ul><ul><li>Twitter </li></ul><ul><li>Linked In </li></ul><ul><li>Blogs </li></ul><ul><li>Search </li></ul><ul><li>Mobile </li></ul>
    58. Mobile <ul><li>The mobile device will be the primary connection tool to the Internet for most </li></ul><ul><li>people in the world in 2020 </li></ul>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
    59. The age of the application
    60. <ul><li>Handles 8 % of all voice-to-voice calls globally </li></ul><ul><li>That’s 26.5 billion minutes of talk </li></ul><ul><li>Home to 445 million subscribers </li></ul><ul><li>It may be virtually free but revenue is up to $153 million/quarter </li></ul>Skype
    61. Wikitude
    62. Shop Savvy
    63. Shazam
    64. Sixth sense
    65.  
    66. <ul><li>Primarily due to the Internet, the pace of change is accelerating faster than at any time in our history. </li></ul><ul><li>People are now completely overwhelmed by choice… </li></ul><ul><li>…But they are adapting to change faster and better than businesses… </li></ul><ul><li>…They are becoming expert multi-channel shoppers… </li></ul><ul><li>…They are now in total control and define your success. </li></ul><ul><li>The internet & people’s access to the internet is affecting every part of our business (from acquisition through to brand trust and reputation) </li></ul><ul><li>As a result of the above, markets are being transformed… </li></ul><ul><li>…We need to respond faster than we think is possible. </li></ul>In summary
    67. It’s only just the beginning…
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