A tour of social media

Introduction Facebook You Tube Twitter Linked In Blogs Search Mobile

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

Time take for new innovation to be adopted by 25% of US population

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

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%

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

Public relations

Customer service

Research

Brand reputation

Loyalty

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)

2/3 of global internet population visits social networks

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)

Time spent on social networks is growing at 3x the overall internet rate and already accounts for c.10% of all internet time.

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

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

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)

Brands in action

Consumers fight back

Introduction Facebook You Tube Twitter Linked In Blogs Search Mobile

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 has 258 million users and 50% visit weekly or more

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 Strengths and weaknesses

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

Passed 3 million views in 10 days

Forced to withdraw product

Brands in action

Introduction Facebook You Tube Twitter Linked In Blogs Search Mobile

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

Estimated 5-10 thousand new accounts are opened per day

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 Strengths and weaknesses

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

Why do they tweet?

Monitor conversation around a product

Directly engage with customers/solve problems

Gain and retain fans

Real time reporting

Introduction Facebook You Tube Twitter Linked In Blogs Search Mobile

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

42 million professionals from every country around the world, with approximately

half of the member base outside the United States

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 Strengths and weaknesses

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

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

133,000,000 – number of blogs indexed by Technorati since 2002

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 Strengths and weaknesses

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

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

133,000,000 – number of blogs indexed by Technorati since 2002

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…

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

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

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

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

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?

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

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 mobile device will be the primary connection tool to the Internet for most

people in the world in 2020

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

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

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

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.

It’s only just the beginning…