11/2010 Social Media: Introduction And Cases


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Präsentation für Web 2.0 Seminar des Europa Haus Marienberg am 4.11.2010

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11/2010 Social Media: Introduction And Cases

  1. 1. mediaman // expect more from digital Social Media: Introduction And Cases // Pia Johannson, mediaman
  2. 2. Agenda: What is social media? What companies do in social media Social media trends About mediaman: a glance on who we are and what we do Quelle: www.matthiaskandel.de/blog/category/netzkultur/
  3. 3. What is social media? Social media are media for social interaction, using highly accessible and scalable publishing techniques. Social media uses web-based technologies to turn communication into interactive dialogues. Web 2.0 is a catchword which is used for a row of interactive and collaborative elements of the Internet, especially of the World Wide Web. Following the version numbers of software products it describes a new generation of Quelle: marketingfeeds.nl/tag/strategie the web.
  4. 4. Social Media Landscape 2007 Quelle: http://share.flowtown.com
  5. 5. Social Media Landscape 2010 - north Quelle: http://www.flowtown.com
  6. 6. Social Media Landscapes 2010 - south Quelle: http://www.flowtown.com
  7. 7. Social networks worldwide 2008.
  8. 8. Examples – what and where it all is. Combined on social media platforms: Expressing: publish, discuss, aggregate Networking: search, contact, collect Sharing, comment, rating: content, products, places Gaming: social, casual…
  9. 9. Change Of Media Use Like remote control changed TV, social media changes the internet. Two Australian girls fall in a well shaft, cannot escape from own strength. What do they do? Via mobile phone they post their status in Facebook. A friend reads the post and organises help.
  10. 10. Social Media is interesting, because 3 out of 4 americans use social media technology (Forrester, The Growth Of Social Technology Adoption, 2008) 2/3 of the global internet population visit social networks visiting social sites is now the 4th most popular online activity—ahead of personal email time spent on social networks is growing 3 times faster than time spent at the internet. time pent in social media is accounting for ~10% of all internet time. (Nielsen, Global Faces & Networked Places, 2009) .
  11. 11. Time and users increase. The number of users has doubled from nearly 400 Million on 800 Million within 2,5 years. Time spent with social media (per month globally) rised from 50 minutes up to 200 minutes within 2,5 years.
  12. 12. More facts. 800,000,000: 2,000,000: Online users The number of worldwide are websites with registered at the Facebook least in one button “Like”. social network. Quelle: manomaniac, Flickr 5,000,000,000: 1,000,000,000: The amount of The number of content (links, minutes spent news, posts, on Facebook notes, photos) each day. shared each week on Facebook.
  13. 13. More facts. 13 hours: 412.3 years: The amount of The length of video uploaded time it would to YouTube take to view every minute. every YouTube video. Flickr: Okynneskyss Flickr: Okynneskyss Flickr: Landris 13,000,000: 100,000,000: The number of The number of articles YouTube available on videos viewed Wikipedia. per day.
  14. 14. More facts. 3,600,000,000: 1382%: The number of The monthly photos archived growth rate of on Flickr.com Twitter users as of June from January to 2009. February 2009. 5,000,000: 3,000,000 The average The number of number of active Barack Tweets per day Obama on Twitter.com. supporters cross 15 social Quelle: www.majordojo.com networks.
  15. 15. Agenda: What is social media? What companies do in social media Social media trends About mediaman: a glance on who we are and what we do Flickr: Landris Flickr: captcreate
  16. 16. Social media case: Nestlé. Nestlé did not manage.
  17. 17. Greenpeace starts campaign with a video on Youtube 2010/03/17: Greenpeace published the video on Youtube.
  18. 18. The campaign rolls. Evening of the same day: Nestlé removed the video from Youtube, because of copyright injuries. Greenpeace: "Nestle today admitted that they have been using palm oil from the destroyed rainforest in products such as KitKat, but having our video removed proves they are still trying to hide that fact. We'll continue putting the video up on other websites until Nestle removes all rainforest destroying palm oil from its supply chain.“
  19. 19. Kitkat fanpage on Facebook (1)
  20. 20. Kitkat fanpage on Facebook (2)
  21. 21. Mass media vs. Social media Where is the mass media? This is the number of the Posts on the subject Palm oil after media types. In front: Twitter, because many users dispatched the Greenpeace video via Twitter.
  22. 22. What happened? 2010/03/18: 2010/03/19: Nestlé says Nestlé deletes that the direct the biggest palm oil supply Kitkat fan page agreements on Facebook with the Sina with 700,000 Mas group in fans. Indonesia are put out. 2010/03/24: March/April 2010: Greenpeace with new spot. Media reactions.
  23. 23. Reputation? Surprisingly realistic. Nestle’s reputation only takes a modest hit: When YouTube pulled down the video Greenpeace countered by putting it on Vimeo where it has had more than 242,000 views. Looking at sentiment Nestle within the blogosphere before and after: Before the report, sentiment for “Nestle” was 42% positive and 16% negative. After it, sentiment has changed to 36% positive and 21% negative.
  24. 24. Social Media Case: Old Spice Man. Old spice made it.
  25. 25. Social Media Case: Old Spice Man.
  26. 26. Social Media Case: Old Spice Man. The brand "Old Spice" of the American Procter & Gamble group had an immense image problem: Especially young people found the perfume “old- fashioned”. During the Super Bowl in February 2010 the company started with the following commercial in which "Old Spice Man” first entered the advertising stage … Special: Isaiah Mustafa (who was a football pro in the NFL).
  27. 27. Social Media Case: Old Spice Man. "Today could be just like the other 364 days you log into Twitter, or maybe the Old Spice Man shows up @Old Spice.“
  28. 28. Social Media Case: Old Spice Man. In only two days Old Spice Man answered with more than 180 video-answers, which were produced and published on Youtube. Here is one if it. That was the question: @OldSpice Can U Ask my girlfriend to marry me? Her name is Angela A. Hutt- Chamberlin #Johannes S. #Beals
  29. 29. Social Media Case: Old Spice Man. 80,000 Twitter 740 000 fans followers in two on Facebook days Youtube: OldSpice.com More than traffic bumped 100,000,000 by 300% views for the videos. No. 1 all-time most-viewed sponsored channel.
  30. 30. Another Example: A hunter shoots a bear. A bear, YouTube and Tippex in an interactive video: Users can type in, what they want the hunter to do with the bear.
  31. 31. How to act in social media. Listen. Engage. Measure.
  32. 32. Agenda: What is social media? What companies do in social media Social media trends About mediaman: a glance on who we are and what we do
  33. 33. Social media trends Facebook fanpages replace microsites Social payment Media merge Geolocation Real time
  34. 34. Social Media Trend 1. Facebook fanpages replace microsites
  35. 35. Social Media Trend 2. Social payment
  36. 36. 40
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  38. 38. 43
  39. 39. 45
  40. 40. 46
  41. 41. 47
  42. 42. Social Media Trend 3. Media merge, a few basis platforms stay 48
  43. 43. 49
  44. 44. Facebook Office von Microsoft 50
  45. 45. Facebook Webshop 51
  46. 46. 52
  47. 47. Social Media Trend 4. Real-time. 53
  49. 49. 55
  50. 50. 56
  51. 51. Facebook Soap http://www.ndreams.co.uk/soalaunch Trendreport 05/2010 57
  52. 52. Facebook Soap http://www.ndreams.co.uk/soalaunch Trendreport 05/2010 58
  53. 53. Social Media Trend 5: Geolocation Geolocation. 59
  54. 54. Trend 4: Geolocation 60
  55. 55. Agenda: What is social media? What companies do in social media Social media trends About mediaman: a glance on who we are and what we do
  56. 56. mediaman on the internet (1) Germany USA China Mobile
  57. 57. mediaman on the internet (2) Blog: evolution Facebook Twitter webnwine
  58. 58. mediaman is a network for digital marketing. Privately owned and operated. 100 digital minds worldwide
  59. 59. Our Mission. Making life, communication, work, and shopping on the net easier. And more exciting.
  60. 60. We develop the digital idea for marketing and build the interfaces and platforms. Desktop Interface Mobile Platform Instore
  61. 61. Desktop: Example eMB. Interface & Platform: Customer Mercedes-Benz, project eMB. Since 2003 mediaman is one of the most important partners for daimler for the construction of the worldwide platform eMB Our experts develop interface, fine specification, do usability testing and encode jsp pages.
  62. 62. Mobile: Example iphone App Interface & Platform: Customer Zurich Financial Services Group, iPhone app The free application provides people involved in an accident or witnesses with concrete instructions for initial measures at the place of accident. mediaman has assisted with the launch of the application in the store with on-site and blog marketing for the Zurich accident assistant.
  63. 63. Instore: Example future of consulting Interface & Platform: Partner HypoVereinsbank, Hochschule Darmstadt. We develop an entirely scenario including multitouch application: Thus finance customers will be consulted in future. Apps for multitouch-devices extend brand and product experience to the Point-of- Sale/Interest.
  64. 64. How we work Think. Create. Engage.
  65. 65. Think User Experience Modeling Think. Create. Engage.
  66. 66. Create Technical Architecture Think. Create. Engage.
  67. 67. Engage Think. Create. Engage. Content Development
  68. 68. Our pride and joy. Since 1996. We are proud of our many loyal clients.
  69. 69. Selection of Clients. Insurance Automotive Pharma & Finance Industry & Consumer Chemicals Energy Goods
  70. 70. Global References. Merck: Brita: Global Rollout and Relaunch support into Corporate nearly 50 Website countries. merck.de and Rollout into 80 countries. Boehringer Truckstore: Ingelheim: Realisation of Realization the whole Corporate platform and Website and European Rollout into 68 Rollout countries and divisions
  71. 71. Calculation / Business Tool References. DWS.com China (US): Construction Website- Bank: Relaunch, Fonds Website Mutual Fund Relaunch and Finder Development of Business Tools Zurich: DA Direkt: Overall german Website Website- Relaunch, System, Calculation several Tools, Service processes and Portal applications for business needs
  72. 72. That‘s our work for Mercedes Benz. The Car Configurator. The Car Configurator Conception, design, detailed specification Usability consultancy and testing Technical realization HTML & JSP Test automating change-request-management Coordination and cooperation with several backend integrators Localization and roll-out handling in more than 44 markets
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  74. 74. What we do for our clients. Social media projects by mediaman.
  75. 75. mediaman // expect more from digital Thank you! Any questions? // pia.johannson@mediaman.de // T 06131 2120-321
  76. 76. References Pictures : Links to Videos: www.matthiaskandel.de/blog/category/netzkultur Greenpeace Nestlé Killer: http://www.youtube.com/watch?v=HS_JZgjB1Ws marketingfeeds.nl/tag/strategie Old Spice: share.flowtown.com http://www.youtube.com/user/OldSpice?blend=2 &ob=1#p/c/440B5AD92C9B3BD3/0/owGykVbfg www.majordojo.com UE Flickr.com: Manomaniac, Okynneskyss, Landris, Old Spice answers: captcreate http://www.youtube.com/user/OldSpice?blend=2 &ob=1#g/c/484F058C3EAF7FA6 Tippex: http://www.youtube.com/watch?v=4ba1BqJ4S2M &feature=mfu_in_order Copyright © 2010 mediaman GmbH, Mainz DE