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Why social media ? May 2011
 

Why social media ? May 2011

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Why should you care about Social Media ? Is it all a fad ? This presentation should put the above into context. Top 10 reasons why social media is important and relevant, not just to funky brands, but ...

Why should you care about Social Media ? Is it all a fad ? This presentation should put the above into context. Top 10 reasons why social media is important and relevant, not just to funky brands, but all brands

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    Why social media ? May 2011 Why social media ? May 2011 Presentation Transcript

    • P SOCIAL MEDIA - WHY SHOULD I CARE ? Are people talking about me ? Jez Jowett, Global Social & Digital Director, Havas Sports & Entertainment #Jezmond.
    • Introduction to this session http://www.youtube.com/watch?v=lFZ0z5Fm-Ng&feature=related Text Even in Germany!!!
    • Top 10 reasons why you (and your clients) should care
      • Time spent on social media
      • Audience consuming social media is not just digital natives
      • Huge growth of Social media
      • Brands engaging with social media are more valued
      • Majority of business are / will be using SoMe more
      • Expected spend in next 3 years
      • Social Media usage beyond marketing
      • Effective measurement and ROI the million dollar challenge
      • The Flightdeck demo
      • Social Media -Paid, owned and earned media mix
      Zeit Publikum Wachstum Wertvoll Majorität Etats Verbrauch ROI Flightdeck erworben Today’s Keywords
    • UK: Social networking accounts for 23% of all time spent online 1 Global: 500 billion minutes on Facebook per month (2009 =150) 2 1. Ofcom August 2010 UK 2. Facebook Inisights Jan 2010 Global: Every min, 24 hrs of videos uploaded to Youtube (2 billion views p/d) 3 3. YouTube blog, March 2010 4. Ofcom, August 2010 1 Time Europe: 16-24 year olds cram 5hrs into 2hrs per day 4 Germany: 58% are using social networks daily. 64% more than half an hour daily.
    • E.g. Mashable.com
    • Europe: 33% of 12-24yr olds are contacteable 24/7 2 Global: women spend 30% more time on social networks than men 1 UK: adults 50+ account for more than 1/4 of internet users 3 2 Audience 1. Ofcom August 2010 2. Comscore, July 2010 3. Daily Telegraph June 2010 Germany: More than 90% of 14-29yr olds are using social media. “ the main way I keep in touch with friends and interest”
    • E.g. Comscore.com
    • 3 Growth 2009+: Twitter 577%, Facebook 188%, Linkedin 89%, FourSquare 2m 2. Simply Zest 2010 3. Forrester July 2009 1. Sun Sentinel 2010 2010 : Groupon generates $1bn social sales in 2 years (Amazon4, Google5, Ebay7) Facebook Places 1.8m check ins per day. Foursquare 3m check ins per day. 680m total 2011 : Facebook 700m global users 16% of all web traffic to portals (Yahoo, MSN, AOL) came from Facebook
    • E.g. SocialBakers.com
    • 4 Value Most engaged brands : revenue + 18% Least engaged brand : revenue - 6% 1. Engagement.db 2009 Groupon : $11m sales for Gap in 1 day Pampers / Facebook : 1000 transactions per day 90% of all purchases are subject to social influence $30bn revenue from social commerce 2015
    • E.g. Engadgement.db
    • 5 Businesses 88% Fortune 500 using SM to market their businesses 73% state SoMe has had the most significant impact upon their business in last 18 months 1. Engagement.db 2009 Germany: 60/100 largest DE brands are using social media (Facebook + Twitter) Germany: 41% of DE business investing 10%+ of marketing spend in web2.0 activity
    • E.g. BrianSolis.com
    • 6 Budgets Budgets following growth and opportunity (social and mobile the big growth areas) 2011:Social Media spend up 34% ($1.2bn) Mobile spend up 27% ($748m) 1. Forrester 2010. 2012: Social Media $1.64bn Mobile $950m 2013: Social Media $2.25bn Mobile $1.13bn 2014: Social Media $3.113bn Mobile $1.274bn
    • E.g. Forrester.com
    • 7 Marketing & comms + What department does SM report under? Marketing 41% Corporate Comms 30% Web / digital 11% Social media / strategy 6% Product Mgm ’t 1% Customer Service 1% Altimeter Nov 2010 What other areas are you using SM? Product development Recruitment & Retention Thought Leadership Networking & socializing
    • E.g. Altimeter.com
    • 8 ROI Client SM Director ‘what are your 2011 priorities?’ Creating ROI measurement 48% Education & training 37% Organisational model 34% Developing listening tool 29% Resources and procedures 22% What success metrics will you use ? Engagement data 66% Sentiment & opinion 46% Website traffic 39% Conversion or leads 34% Share of voice 27% Altimeter Nov 2010
    • E.g. Slideshare.net ‘ROI’
    • 9 The Flightdeck HSE / Havas proprietary measurement tool ‘ A social media control centre’ V1.0 Social V2.0 Social + Digital V3.0 Social + Digital + through the line V4.0 The ROI Calculator Measuring impact of SoMe in real time
    • The Flightdeck - What does it do ? Gathers every mention about a brand and its competitors across: Earned media (blogs, forums, twitter, news) Owned media (existing social and digital profiles) Paid media (display, search, ECRM, search * v2.0) Applies filters through keywords and tags, to these data sources Outputs these data results and with custom algorithms into 1 dashboard Filters up – with reverse data pathway to filter and drill back down What is being said about me, and my competitors, across these subjects? Is it positive, negative, neutral? Who is saying it, and what is their reach and relevance? Who are my most influential existing and potential fans? What conversations do they have ? What content do they share? How effective are my current campaigns and social profiles? Is social media driving traffic to my owned media? Are my paid for campaigns more effective when socially powered?
    • The Flightdeck Labs (live June) Display, search, eCRM, affiliates, top 100, Hyves, Orkut, interactive graphs, exportable, top 100………………………..
    • PAID OWNED EARNED Mixology Paid media the least credible and most expensive 10 Owned media the most time consuming and un-trusted Earned media the most un-controllable but most influential DEFINITION EXAMPLES ROLE BENEFITS CHALLENGES BRAND PAYS TO LEVERAGE A CHANNEL DISPLAY ADS, TAKEOVERS, SPONSORSHIPS, PAID SEARCH. KICK START AND FEED OWNED AND EARNED MEDIA THE KNOWN, IMMEDIACY, SCALE, CONTROL CLUTTER, LOW CREDIBILITY, LOW RESPONSE RATES, EXPENSIVE DEFINITION EXAMPLES ROLE BENEFITS CHALLENGES CHANNEL A BRAND CONTROLS / HAS REGISTERED WEBSITE, MICROSITE, BLOG, TWITTER, FACEBOOK, MYSPACE, YOUTUBE, LINKEDIN RELATIONSHIP WITH EXISTING AND POTENTIAL CUSTOMERS CONTROL, COST EFFICIENCY, LONGEVITY, LEADS. COMPANY COMMS UN-TRUSTED, ROLES AND RESPONSIBILITIES, TAKES TIME TO SCALE DEFINITION EXAMPLES ROLE BENEFITS CHALLENGES CUSTOMERS BECOME THE CHANNEL WOM, SHARE, LIKE, RATE, RE-TWEET, FORWARD, CREATE CONTENT & CONVERSATIONS WORTH SHARING. MOST CREDIBLE, MOST INFLUENTIAL, MOST COST EFFICIENT, LONGEVITY NO CONTROL, NEG & POSITIVE, MEASURABILITY.
    • Pre Launch Launch Post Launch time spend BLOGS BUZZ MICRO SITES TEASERS DISPLAY MEDIA SEO PR BLOGS BUZZ VIRAL INFLUENCER MICRO SITES E-CRM INTRANET COMMUNITY DISPLAY MEDIA SEM SEO PROMO ’S NETWORKS BLOGS INFLUENCER MICRO SITES ECRM SEO / SEM CURRENT MEDIA MIX Inefficient, costly, less credible
    • Pre Launch Launch Post Launch BLOGS BUZZ INFLUENCER VIRAL PR MICRO SITES LIBRARY INTRANET VIDEO TEASER PARTNERS COMMUNITY DISPLAY MEDIA SEO BLOGS BUZZ INFLUENCER VIRAL PR SEO PARTNERS PROMOTED MICRO SITES E-CRM PARTNERS COMMUNITY BLOGS INFLUENCER SEO MICRO SITES ECRM PARTNERS COMMUNITY LIBRARY DISPLAY MEDIA SEM PROMO ’S NETWORKS ECRM “ THE IDEAL MIX IS OWNED, EARNED, AND THEN PAID. “ Q: Really, in every scenario? A: In most scenarios where trust is important! time spend P O E DISPLAY MEDIA SEM NETWORKS
    • And it’s FUN !! You are researching, practising, and sharing it all every hour of your lives. Right now! Think about what you show, share and talk about with friends online, and in the bar. Social currency.
    • Q+A