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

The agenda
Social media do we really care
Who consumes social media
What about advertising in social
2

Social media do we really care
3

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

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

70%
of online content will be created
by individuals by 2010
Source: IDC
6

% Time spent in different online categories
7 * Comscore February 2009

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

Social networking grows 27% in 12 months
64% of the Internet Population now use a social network
9 * Comscore February 2009

What is the cost of inaction?
10

Who consumes social
11

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

Who has assisted in the growth
Reach of the social networking category by age for Internet users
13 * Comscore February 2009

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

"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

96% of them have joined a social network
-- What the F**K is Social Media, Marta Z Kegan, Social Media Evangelist
16

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

They generate their own content
18

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

They are not shy to state their opinion
20

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

What about advertising in social
22

Perceived ROI from social media
Social Networking
Total
Source: BRW
23

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

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

And this is how you get your value
proposition across
26

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

Technographics Profile by Forrester
28