Tns sensis social media

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Tns sensis social media

  1. 1. The Rise of Social Media And what it means for Prepared for: Sensis business Prepared by: John 0 June 2010 Shearer
  2. 2. Agenda • The Context for the Rise of Social Media • From Web 1.0 to Web 2.0 • The Australian Social Media Landscape • The Business Attraction of Social Media • Some Key Lessons for Business 1
  3. 3. The Context for the Rise of Social Media
  4. 4. The context for the rise of social media Fragmenting Declining Informed Media Trust Consumers 3
  5. 5. The context for the rise of social media Fragmenting Declining Informed Media Trust Consumers 4
  6. 6. The rise of the informed consumer 99% Researching online 94% Ever bought online 80% Research products every week 70% Start with search engine (of online consumers) Source: TNS: Digital Australia Now Research: 2009 5
  7. 7. Why consumers are searching online… Internal Save money Manage life efficiently Others Self Infotainment Continuous learning External 6
  8. 8. From Web 1.0 to Web 2.0
  9. 9. The driving forces behind social media Technology Tools People 8
  10. 10. 9
  11. 11. 133,000,000 blogs 10
  12. 12. >2billon views per day 11
  13. 13. 15,000,000 articles 12
  14. 14. 445 million users worldwide 13
  15. 15. 2 out of 3 people online visit a site each month 14
  16. 16. 106 million accounts 15
  17. 17. The rise and rise of social media 2007 2009 20011? Porn Email Search 16
  18. 18. The Australian Social Media Landscape
  19. 19. Australia’s social media audience is estimated at 9.9 million 18
  20. 20. Different people using different networks Males Females 18-30 31-44 45-60 Facebook (80%) 76% 83% 81% 80% 78% MySpace (19%) 26% 15% 26% 17% 14% Twitter (6%) 9% 4% 6% 7% 4% LinkedIn (2%) 3% 2% 2% 2% 3% (Social network membership amongst social networkers) Source: TNS: Digital Australia Now Research: 2009 19
  21. 21. Facebook – Still youth dominated 18 to 25 35% 26 to 35 30% 36 to 45 18% But these are the fastest 46 to 55 10% growing age segments 55 plus 7% (% of Facebook accounts) Source: Facebook Advertising Creator: 3rd June 2010 http://www.thinksocial.com.au/tag/facebook/ 20
  22. 22. Some are more active than others… Source: Forrester: Social Media Technographics: Australia: Q2 2009 21
  23. 23. Consumers’ motivations differ by network/platform Source: TNS: Digital Australia Now Research: 2009 22
  24. 24. Consumers’ motivations differ by network/platform Source: TNS: Digital Australia Now Research: 2009 23
  25. 25. Consumers’ motivations differ by network/platform Source: TNS: Digital Australia Now Research: 2009 24
  26. 26. The Business Attraction of Social Media
  27. 27. The business attraction of social networking and social media Hyper- Eyeballs Targeting WOM 26
  28. 28. 86% are looking to fellow internet users for opinions and information about products, services and brands. 78% Trust the recommendations of other consumers Consumer-created content is the no.1 aid to a buying decision 27
  29. 29. Some are talking about companies on social media… Social Network: Have made Blogs: Blog about product or comments about products service experiences or services Regularly 15% Positive 24% Occasionally 45% Negative 14% Never 40% (% amongst social networkers) Source: TNS: Digital Australia Now Research: 2009 28
  30. 30. …and what they are saying is having an impact Changed mind based on Decision based solely on NEGATIVE review POSITIVE review 36% Independent review 36% 30% Forum 23% 17% Blog 11% 14% Social network 11% Source: TNS: Digital Australia Now Research: 2009 29
  31. 31. 70% of Australian businesses intend to undertake some form of social media activity in 2010 30
  32. 32. Business are seeing the benefits Generated exposure for my business 85% Increased my traffic/subscribers 63% New business partnerships 56% Increased search rankings 54% Generated qualified leads 52% Help me sell products and services/close 48% business Reduce my overall marketing expenses 48% (% of businesses) Source: Social Media Examiner: 2010 Social Media Marketing: Industry Report: April 2010 31
  33. 33. Some Key Takeaways
  34. 34. Some key takeaways 1. Don’t assume that social media and social networking is just a fad. 2. Don’t about about media platforms – think think business strategy. 3. At first just listen… 4. Remember, it’s a dialogue not a monologue. 5. It’s real time. 6. Authenticity and transparency are crucial. 33
  35. 35. Ninety percent of social media is just showing up. It’s the other half that’s hard. 34
  36. 36. Presentation available at: www.slideshare.net/johnshearer

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