Social Media Trends and what they mean for brands


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This presentation provides an overview of the key social media trends in Australia and internationally. It explores case studies and opportunities for brands to engage in social media.

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Social Media Trends and what they mean for brands

  1. 1. Social Media Trends and Social media they mean for what update 14 April, 2009 advertisers Markus von der Luehe Managing Director Adknowledge Australia 7 October, 2009 1
  2. 2. The agenda Social media do we really care Who consumes social media What about advertising in social 2
  3. 3. Social media do we really care 3
  4. 4. The world is changing Sky News in the UK have employed a Twitter correspondent The Turkish airliner crash at Schipol airport broken by twitter 15 minutes ahead of major news outlets and CNN picked up the news via twitter. According to Nielsen Social Networks have now overtaken email as the biggest activity online. The decline of traditional portals is as inevitable as the decline of newspapers. YouTube now gets more searches than Yahoo, Google's closest search rival. 4
  5. 5. Media adoption timelines It took the telephone 89 years, television 38, mobiles 14, iPod 7 years to get to a 150 million users It took Facebook 5! 5
  6. 6. 70% of online content will be created by individuals by 2010 Source: IDC 6
  7. 7. % Time spent in different online categories 7 * Comscore February 2009
  8. 8. Consumer Generated Media Market place More than half of online Australians belong to an online social network Two in three online Australians looked at other people’s content on social networking sites in 2008 86% read other consumers’ opinions online – specifically about products, services or brands 8
  9. 9. Social networking grows 27% in 12 months 64% of the Internet Population now use a social network 9 * Comscore February 2009
  10. 10. What is the cost of inaction? 10
  11. 11. Who consumes social 11
  12. 12. Growth Stats - Australia Social media strategies are gaining traction - close to one quarter of online Australians have interacted with companies via social networking sites. Facebook has been the growth story of 2008 – the site has now reached more than two in three online Australians However, Australia’s youth (under 18s) remain loyal to MySpace 12
  13. 13. Who has assisted in the growth Reach of the social networking category by age for Internet users 13 * Comscore February 2009
  14. 14. Life of a 15-29 year old Don’t read newspapers No land-line phone Television on their terms Trust peers more than experts Internet experience is social Content is going mobile Television is for video games Want to be heard and self-express Email is for parents On demand content -- Source: USC Annanberg School – Centre for the digital future 14
  15. 15. "By the year 2010, Millennials, born between 1982 and 2000, will outnumber both Baby Boomers and Gen-Xers and will be the most significant consumer sector for the media & entertainment industries". -- Interviews from this year's Millennials Conference, by Levi Shapiro. 15
  16. 16. 96% of them have joined a social network -- What the F**K is Social Media, Marta Z Kegan, Social Media Evangelist 16
  17. 17. People aged over 16 spent an average of 16.1 hours on the internet each week, while only 12.9 hours watching TV, 8.8 hours listening to the radio, 3.7 hours on a mobile phone and 2.8 hours reading newspapers. -- The Nielsen Online Internet and Technology Report 17
  18. 18. They generate their own content 18
  19. 19. They generate their own content And watch it Natalie Tran No. 1 most subscribed Australian Youtube site of all time 8.2 million views 182,000 subscribers Short humorous skits about customer service, fireworks and movie reviews
  20. 20. They are not shy to state their opinion 20
  21. 21. The stats on Australians’ online video consumption habits More than half (57%) of online Australians watched online video to support their purchase decisions during 2008 51% downloaded and / or streamed video – two in three of these people viewed amateur video clips 19% created video content, i.e. uploaded video online – one in three of these people uploaded home video 21
  22. 22. What about advertising in social 22
  23. 23. Perceived ROI from social media Social Networking Total Source: BRW 23
  24. 24. Procter & Gamble: Being girl Site for teenage girls covering health, beauty and relationships 500,000 visitors each week 3,000 questions 4 times as effective as TV advertising 24
  25. 25. From Dell hell to idea storm Dell Hell: list of links to customer complaints IdeaStorm: Community- driven forum in which customers are invited to note problems, share suggestions with the company, and even assist fellow customers. Decrease of negative blog posts from 49% to 22% 25
  26. 26. And this is how you get your value proposition across 26
  27. 27. How can brands effectively tell their story in social media It must be entertaining! That is why the users are there. Brands must seamlessly integrate with the story or purpose of the media; Brand message gets through, but doesn’t whack them on the head What’s in it for me? - Reward them for their action 27
  28. 28. Technographics Profile by Forrester 28