1. Jason Levy,
Adam Metz, Strategy
Principal Associate
Social Customer Managment:
State of the Social Web
Q4 2009

2. The Nine Buckets of Consumer Social Web
Tools
Blogs

3. The Nine Buckets of Consumer Social Web
Tools
Blogs

4. The Nine Buckets of Consumer Social Web
Tools
Blogs Podcasts

5. The Nine Buckets of Consumer Social Web
Tools
Blogs Podcasts

6. The Nine Buckets of Consumer Social Web
Tools
Social
Blogs Podcasts Network
Services

7. The Nine Buckets of Consumer Social Web
Tools
Social
Blogs Podcasts Network
Services

8. The Nine Buckets of Consumer Social Web
Tools
Social
Blogs Podcasts Network Wikis
Services

9. The Nine Buckets of Consumer Social Web
Tools
Social
Blogs Podcasts Network Wikis
Services

10. The Nine Buckets of Consumer Social Web
Tools
Social
MicroBlog
Blogs Podcasts Network Wikis s
Services

11. The Nine Buckets of Consumer Social Web
Tools
Social
MicroBlog
Blogs Podcasts Network Wikis s
Services

12. The Nine Buckets of Consumer Social Web
Tools
Social
MicroBlog
Blogs Podcasts Network Wikis s Video
Services

13. The Nine Buckets of Consumer Social Web
Tools
Social
MicroBlog
Blogs Podcasts Network Wikis s Video
Services

14. The Nine Buckets of Consumer Social Web
Tools
Social
MicroBlog Discussio
Blogs Podcasts Network Wikis s Video n Forums
Services

15. The Nine Buckets of Consumer Social Web
Tools
Social
MicroBlog Discussio
Blogs Podcasts Network Wikis s Video n Forums
Services

16. The Nine Buckets of Consumer Social Web
Tools
Social
MicroBlog Discussio
Blogs Podcasts Network Wikis s Video n Forums
Services

17. The Nine Buckets of Consumer Social Web
Tools
Social Online
MicroBlog Discussio
Blogs Podcasts Network Wikis s Video n Forums Reviews &
Services Ratings

18. The Nine Buckets of Consumer Social Web
Tools
Social Online
MicroBlog Discussio
Blogs Podcasts Network Wikis s Video n Forums Reviews & Widgets
Services Ratings

19. The Nine Buckets of Consumer Social Web
Tools
Social Online
MicroBlog Discussio
Blogs Podcasts Network Wikis s Video n Forums Reviews & Widgets
Services Ratings

20. Social Advertising Spending
Source: Nielson, 2009 via ClickZ: http://www.clickz.com/3635095

21. Social Advertising Spending
Social media advertising and mobile marketing
leading the charge (shown by Google’s
purchase of AdMob)
Source: Nielson, 2009 via ClickZ: http://www.clickz.com/3635095

22. Social Advertising Spending
Social media advertising and mobile marketing
leading the charge (shown by Google’s
purchase of AdMob)
Social network advertising spend expected to
keep growing; growth of 119% from Aug ‘08
to Aug ’09
Source: Nielson, 2009 via ClickZ: http://www.clickz.com/3635095

23. Social Advertising Spending
Social media advertising and mobile marketing
leading the charge (shown by Google’s
purchase of AdMob)
Social network advertising spend expected to
keep growing; growth of 119% from Aug ‘08
to Aug ’09
Source: Nielson, 2009 via ClickZ: http://www.clickz.com/3635095

24. Social Advertising Spending
Social media advertising and mobile marketing
leading the charge (shown by Google’s
purchase of AdMob)
Social network advertising spend expected to
keep growing; growth of 119% from Aug ‘08
to Aug ’09
Source: Nielson, 2009 via ClickZ: http://www.clickz.com/3635095

25. Social Number
Social
= Number
Total Referral Traffic

26. Social Number

27. Social Number
• Take Top 25 or Top 50 inbound referrers to your
destination web property

28. Social Number
• Take Top 25 or Top 50 inbound referrers to your
destination web property
• Identify which of those are from destinations on the social
web

29. Social Number
• Take Top 25 or Top 50 inbound referrers to your
destination web property
• Identify which of those are from destinations on the social
web
• Derive the ratio of “social” inbound referral traffic to total
inbound referral traffic

30. Social Number
• Take Top 25 or Top 50 inbound referrers to your
destination web property
• Identify which of those are from destinations on the social
web
• Derive the ratio of “social” inbound referral traffic to total
inbound referral traffic
• May be low now (i.e. 1%-2%, but should be 30-50% at end
of implementation

31. Small Business Social Web Spend
(1-200 employees)

32. Small Business Social Web Spend
(1-200 employees)
• 66% of Small Business plan to increase spend on email
marketing and social media in 2010 (source: Vertical Response survey, Nov.
2009)

33. Small Business Social Web Spend
(1-200 employees)
• 66% of Small Business plan to increase spend on email
marketing and social media in 2010 (source: Vertical Response survey, Nov.
2009)
• 2010 Plans: 35.1% of Small Business plan to increase spend
on social media a little, 33.3% plan to increase spend “a
lot” (source: Vertical Response survey, Nov. 2009)

34. Small Business Social Web Spend
(1-200 employees)
• 66% of Small Business plan to increase spend on email
marketing and social media in 2010 (source: Vertical Response survey, Nov.
2009)
• 2010 Plans: 35.1% of Small Business plan to increase spend
on social media a little, 33.3% plan to increase spend “a
lot” (source: Vertical Response survey, Nov. 2009)
• 79.6% are not planning to use TV, and 72.7% are not
planning on using radio

35. Brands Taking Action
Action Step:
Establish Consumer
relevance on all 2009
social collateral
Map each initiative on
this 1-5 scale

36. Social Network Services
Facebook LinkedIn
MySpace U.S. Blog
worldwide worldwide
U.S. users readers
users users
70.255 96.6
300 million 50 million
million million
(Q4) (Q4)
(Q2) (Q2)

37. Social Network Services
Facebook LinkedIn
MySpace U.S. Blog
worldwide worldwide
U.S. users readers
users users
70.255 96.6
300 million 50 million
million million
(Q4) (Q4)
(Q2) (Q2)

38. Friending: Who’s Doing It, Why?
AS: If your brand has
a social prescence, you
need a way to map
fullfillment of social
objectives.

39. Microblogs
Monthly Visitors
Twitter has grown the
fastest in 2009, growing Twitter.com Jaiku.com Plurk.com Facebook.com
unique visitors more than
550% from Oct ’08 to Oct
’09 23.0 0.032 0.206 128.9
million million million million

40. Microblogs
Monthly Visitors
Twitter has grown the
fastest in 2009, growing Twitter.com Jaiku.com Plurk.com Facebook.com
unique visitors more than
550% from Oct ’08 to Oct
’09 23.0 0.032 0.206 128.9
million million million million

41. Online Video
Monthly Visitors
YouTube.com Break.com Revver.com Hulu.com Blinkx.com
84.7 3.5 0.476 8.6 1.7
million million million million million

42. Online Video
Monthly Visitors
YouTube.com Break.com Revver.com Hulu.com Blinkx.com
84.7 3.5 0.476 8.6 1.7
million million million million million

43. Blogs: Overall Growth

44. Podcasts: Overall Growth

45. Podcasts: Overall Growth

46. Online Reviews/Ratings/Forums
Monthly Visitors - General
AS: Map
revenue from
recommendation
engeines/review Yelp.com Amazon.com consumersearch.com Epinions.com
properties
27.4 million 70.8 million 2.32 million 3.96 million
(up 8.3% from Q2) (up 6.7% from Q2)

47. Online Reviews/Ratings/Forums
Monthly Visitors - General
AS: Map
revenue from
recommendation
engeines/review Yelp.com Amazon.com consumersearch.com Epinions.com
properties
27.4 million 70.8 million 2.32 million 3.96 million
(up 8.3% from Q2) (up 6.7% from Q2)

48. Social Mobile

49. Social Mobile
• Brands (even bands) are
making mobile content for
the social web cheaply and
quickly

50. Social Mobile
• Brands (even bands) are
making mobile content for
the social web cheaply and
quickly
• Collateral contains ability to
click-through to medium-to-
high priced items ($100+)

51. Social Mobile
• Brands (even bands) are
making mobile content for
the social web cheaply and
quickly
• Collateral contains ability to
click-through to medium-to-
high priced items ($100+)
• Number of branded social
mobile apps are higher than
ever: the number of mobile payment users
worldwide will total 73.4 million in 2009, up
70.4 percent from 2008 when there were 43.1
million users; Source: Cellluar News 6/2/09

52. Strategic Consulting

53. Strategic Consulting
www.adammetz.com
http://tinyurl.com/