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Key Social Media Trends: "The State of the Union" for #PRSA of Kansas City

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An overview at the current "State of the Union" in regards to social media. While I don't cover the entire industry- this is a broad overview at high level trends and things to consider.

An overview at the current "State of the Union" in regards to social media. While I don't cover the entire industry- this is a broad overview at high level trends and things to consider.

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  • "There is no such thing as a Twitter strategy. Or a Facebook strategy. Or a Google + strategy. Participation in these (or other) social outposts are tactics used in service of a social media strategy, which in turn is in service of a marketing (and sometimes customer service/retention) strategy, which is one element of an overall business strategy."
  • The internet has changed how we make decisions, educate, communicate, research and buy things. It’s a daily utility in our lives. It even has changed how we relate to the world and our friends. Google is our professor. Facebook, email, and text messaging is how we thread our daily social interactions. We don’t use phone-books, we use Google. We don’t wear watches, we carry cellphones. We don’t read newspapers, we read blogs. We don’t talk at the water cooler, we G-chat. And we often meet online before we meet in person.
  • Sam Meers – Story Mom – Story Ambient intimacy is about being able to keep in touch with people with a level of regularity and intimacy that you wouldn’t usually have access to, because time and space conspire to make it impossible.   It helps us get to know people who would otherwise be just acquaintances.  It makes us feel closer to people we care for but in whose lives we’re not able to participate as closely as we’d like.  Knowing these details creates intimacy. (It also saves a lot of time when you finally do get to catchup with these people in real life!) It’s not so much about meaning, it’s just about being in touch.
  • The internet has changed how we make decisions, educate, communicate, research and buy things. It’s a daily utility in our lives. It even has changed how we relate to the world and our friends. Google is our professor. Facebook, email, and text messaging is how we thread our daily social interactions. We don’t use phone-books, we use Google. We don’t wear watches, we carry cellphones. We don’t read newspapers, we read blogs. We don’t talk at the water cooler, we G-chat. And we often meet online before we meet in person.
  • NOTES: Try applying the marketing funnel to your love life and see how it goes. The funnel is a favorite of marketers because it is linear, uni-directional, and transaction-centric. What this means is that there is a single path built around discrete actions by the company and responses from the buyer. It is not hard to determine where any particular consumer is in the process, so tracking and metrics are straightforward and easy to calculate.
  • Fluid- evolving- The metrics are new, evolving, and unfamiliar, Why social marketing is so hard
  • Need 4x3
  • Fluid- evolving- The metrics are new, evolving, and unfamiliar, Why social marketing is so hard
  • NOTES: Try applying the marketing funnel to your love life and see how it goes. The funnel is a favorite of marketers because it is linear, uni-directional, and transaction-centric. What this means is that there is a single path built around discrete actions by the company and responses from the buyer. It is not hard to determine where any particular consumer is in the process, so tracking and metrics are straightforward and easy to calculate.
  • - Most searched content = music videos, no MTV
  • http://mashable.com/2012/04/30/facebook-timeline-eyetrack-study/#view_as_one_page-gallery_box5317 In a webcam eye-tracking study for  Mashable  by EyeTrackShop , participants spent less time looking at Wall posts and ads and more time looking at the cover photo on brands’ timelines than they did on their old Facebook Walls. “ The new Facebook Timeline limits the effective branding space, and the top portion of the page must be effectively utilized,” suggest the study’s authors. EyeTrackShop recorded eye movements of 30 participants as they were shown brand profiles — before and after being converted to timeline — from the Dallas Cowboys,  Good Morning America , “The Muppets” and Pepsi in 10-second intervals. What participants looked at on each webpage, for how long and in what order is recorded in the images below.
  • The internet has changed how we make decisions, educate, communicate, research and buy things. It’s a daily utility in our lives. It even has changed how we relate to the world and our friends. Google is our professor. Facebook, email, and text messaging is how we thread our daily social interactions. We don’t use phone-books, we use Google. We don’t wear watches, we carry cellphones. We don’t read newspapers, we read blogs. We don’t talk at the water cooler, we G-chat. And we often meet online before we meet in person.
  • The internet has changed how we make decisions, educate, communicate, research and buy things. It’s a daily utility in our lives. It even has changed how we relate to the world and our friends. Google is our professor. Facebook, email, and text messaging is how we thread our daily social interactions. We don’t use phone-books, we use Google. We don’t wear watches, we carry cellphones. We don’t read newspapers, we read blogs. We don’t talk at the water cooler, we G-chat. And we often meet online before we meet in person.
  • The internet has changed how we make decisions, educate, communicate, research and buy things. It’s a daily utility in our lives. It even has changed how we relate to the world and our friends. Google is our professor. Facebook, email, and text messaging is how we thread our daily social interactions. We don’t use phone-books, we use Google. We don’t wear watches, we carry cellphones. We don’t read newspapers, we read blogs. We don’t talk at the water cooler, we G-chat. And we often meet online before we meet in person.
  • -cost-effective ‘second-screen’ -help your customers shop smarter – by learning from each other http://socialcommercetoday.com/wp-content/uploads/2011/12/social_commerce_social_psychology_header.jpg
  • http://www.web-strategist.com/blog/2012/04/25/how-%E2%80%98social-profiling%E2%80%99-will-work-in-the-real-world/

Key Social Media Trends: "The State of the Union" for #PRSA of Kansas City Presentation Transcript

  • 1. Key Social Media Trends// “The State of the Union” Tuesday, May 15 2012 by Ramsey Mohsen - Digital Evolution Group @rm | www.ramseymohsen.com#PRSApd | @rm
  • 2. ramsey mohsen • Director of Social Media at Digital Evolution Group • One of the first life-casters on justin.tv, over 5.2+ million views on YouTube, founder of kcsweaterparty.com and Startup Weekend team: LunchUp • Named one of Ingrams “twenty in their twenties”#PRSApd | @rm
  • 3. #PRSApd | @rm
  • 4. #PRSApd | @rm
  • 5. Digital Evolution Group, www.digitalev.com 100 + # f o und e d in 1999 as s o c i at es 6e y # i s ci p l g r o w ne s i th#PRSApd | @rm
  • 6. #PRSApd | @rm
  • 7. what I’m going to talk about • Discuss broad trends and insights. • Snapshots of current statistics by channel. • Help you understand what you should be focusing on and what efforts can help your business or organization.#PRSApd | @rm
  • 8. Social media is not new. It is 15+ years old.#PRSApd | @rm
  • 9. “It takes more than a presence in new channels to improve customer experiences and relationships.” - Brian Solis#PRSApd | @rm
  • 10. “Social media marketing is not easy. At its core, you’re trying to market to audiences that broadly do not wish to be marketed to.” - Brian Solis#PRSApd | @rm
  • 11. #PRSApd | @rm
  • 12. no such thing as a [Facebook] strategy • “The goal is not to be good at social media. The goal is to be good at business because of social media.” – Jay Baer#PRSApd | @rm http://www.convinceandconvert.com/social-media-strategy/is-social-media-strategy-required-or-redundant/
  • 13. #PRSApd | @rm
  • 14. #PRSApd | @rm http://www.flickr.com/photos/davfotocorp/3777112346/sizes/l/in/photostream/
  • 15. #PRSApd | @rm
  • 16. digital immigrants vs. digital natives.#PRSApd | @rm
  • 17. “Ambient Intimacy”#PRSApd | @rm
  • 18. introducing Gen-C, “the connected customer” • not defined/limited by demographics. • technology part of daily routine & lifestyle. • an average of 696 Facebook friends (compared to the industry average of 140). • 59% update their social status in class. • 66% will look up a store if they see a friend check-in. • They are 3x as likely to follow a brand over a family member in social networks. • Millennials watch TV with two or more electronic devices.#PRSApd | @rm http://briansolis.posterous.com/infographic-generation-y-and-facebook
  • 19. three key trends: • individuals are prized and have come to expect individual treatment • individuals trust other individuals similar to them more than they trust institutions • individuals are empowered to influence and communicate with much more velocity#PRSApd | @rm
  • 20. social media is not just for kids.#PRSApd | @rm http://briansolis.posterous.com/infographic-generation-y-and-facebook
  • 21. social media is not just for kids.#PRSApd | @rm http://briansolis.posterous.com/infographic-generation-y-and-facebook
  • 22. The customer journey is evolving.#PRSApd | @rm
  • 23. customer journey is evolving • how do we use disruptive technology to get closer to customers, to improve relationships and enhance experiences? • expectations and personalization • increase of mediums and channels • more sources of influence#PRSApd | @rm
  • 24. #PRSApd | @rm http://briansolis.posterous.com/infographic-generation-y-and-facebook
  • 25. What is the ROI of your mom?#PRSApd | @rm Source: Gary Vaynerchuk
  • 26. #PRSApd | @rm
  • 27. #PRSApd | @rm
  • 28. mobile#PRSApd | @rm
  • 29. Mobile is huge. • “1.2 billion apps were downloaded in the last week of December.” • “Google confirmed that more than 3.7 million Android devices were activated over the Christmas weekend.” • “6.8 million new iOS and Android devices activated on Christmas Day alone, 353% increase.” • On Christmas Day alone, people downloaded an estimated 10 million apps per hour.#PRSApd | @rm http://blog.flurry.com/bid/79928/Holiday-2011-Breaking-the-One-Billion-App-Download-Barrier
  • 30. mobile is huge • 70% of time using tablets is spent while at home versus 30% on the go. • Smartphones are used by 44% of all mobile subscribers.#PRSApd | @rm http://www.briansolis.com/2012/04/its-a-small-world-after-all-the-top-global-web-trends/
  • 31. #PRSApd | @rm
  • 32. #PRSApd | @rm
  • 33. Social media is not a fad. Its a fundamental way we communicate. And a force to be reckoned with.#PRSApd | @rm Source: Gary Vaynerchuk
  • 34. YouTube is #2 • YouTube is now the second most used search engine in the world. - Comscore#PRSApd | @rm
  • 35. 901+ Million …active users on Facebook. www.facebook.com/press 50%+ log on daily Of the active users, 50%+ are using a mobile device. www.facebook.com/press#PRSApd | @rm
  • 36. One-Third • The proportion of women who check Facebook when they first wake up – even before going to the bathroom. - Oxygen Media and Lightspeed Research photo credit: mashable.com#PRSApd | @rm
  • 37. 200+ Million • The average number of Tweets sent per day.#PRSApd | @rm http://blog.twitter.com/2011/06/200-million-tweets-per-day.html
  • 38. monthly active users in the social networks • Facebook = 901 million • YouTube = 800 million • Twitter = 140 million • Instagram = 16 million* ??? • Pinterest = 10 million • Google+ = ???#PRSApd | @rm
  • 39. #PRSApd | @rm
  • 40. #PRSApd | @rmhttp://econsultancy.com/us/blog/9847-top-250-internet-retailers-on-social-media-infographic
  • 41. #PRSApd | @rm
  • 42. • Timeline evolves the social media industry as a whole.• Calls focus to user data and its usage.#PRSApd | @rm
  • 43. #PRSApd | @rm
  • 44. #PRSApd | @rm
  • 45. Facebook sucks if your friends suck.#PRSApd | @rm
  • 46. Facebook sucks if your friends suck. So does Twitter.#PRSApd | @rm
  • 47. Facebook sucks if your friends suck. So does Twitter. And so does Pinterest (etc. etc. etc.).#PRSApd | @rm
  • 48. understand the “feeds” and how they aredifferent vs.#PRSApd | @rm
  • 49. #PRSApd | @rm
  • 50. “the mounting minuses” • 90+ million registered users since it launched last June. • Slow growth in regards to gaining an active userbase.#PRSApd | @rm
  • 51. this is not actually me #PRSApd | @rm
  • 52. twitter: by the numbers • 100 million+ active users, 17 different languages. • 50% log in to Twitter each day. • 40% sign in each day just to listen and read.#PRSApd | @rm
  • 53. twitter: promoted products Promoted Tweets Promoted Trends#PRSApd | @rm
  • 54. #PRSApd | @rm
  • 55. • Highly engaged audience• Unique UGC participation (not required at its core)#PRSApd | @rm
  • 56. #PRSApd | @rm
  • 57. Online “Technical Documentation” is the new sales. “Some offline marketing or advertising message might have gotten our attention. We want to check up. We want to verify. We want detail. We want facts. Particularly for technical, complex products, we want to know what happens AFTER we buy this thing.” - Gerry McGovern#PRSApd | @rm
  • 58. Social Proof is the new marketing.#PRSApd | @rm
  • 59. So-cial-Proof (ˈsōSHə proof), n. ͞ Positive influence created when someone finds out others are doing something. It’s also known as informational social influence.#PRSApd | @rm
  • 60. social proof is the new marketing • Moms rely on the wisdom of their friends 67% more than average shoppers; and they rely on social media 243% more than the general population. • Friends referred by friends make better customers. They spend more (a 2x higher estimated lifetime value than customers from all other channels).#PRSApd | @rm
  • 61. brands becoming digital storytellers (publishers)#PRSApd | @rm
  • 62. The burden of Facebook and Twitter vs. your website.#PRSApd | @rm
  • 63. follow my “4:1 rule” if you build it, they won’t come. follow the “4:1 rule” for every 1 social object (piece of content) that is about you, there needs to be 4 social objects that are: •informative •inspirational •entertaining •engaging •re(markable) •promote others#PRSApd | @rm
  • 64. customer service and social media.#PRSApd | @rm http://www.briansolis.com/2012/03/a-critical-path-for-customer-relevance-part-2/
  • 65. customer service and social media#PRSApdbrand champions into advocates by giving them “handles” of contentturning | @rm
  • 66. customer service and social media: location response#PRSApd | @rm
  • 67. social commerce: defined Helping people buy ... and connect where they buy where they connect ...#PRSApd | @rm
  • 68. #PRSApd | @rm
  • 69. types of social commerce#PRSApd | @rm
  • 70. evolution of social commerce 8thBridge integration#PRSApd | @rm
  • 71. ratings and reviews#PRSApd | @rm
  • 72. klout: is social profiling the future?#PRSApd | @rm
  • 73. social location apps#PRSApd | @rm
  • 74. social location apps#PRSApd | @rm
  • 75. social location apps#PRSApd | @rm
  • 76. personal data? • sense of entitlement vs. “social contract” you make • privacy vs. personalization (allowing tracking) • will there be a data bill of rights?#PRSApd | @rm http://www.briansolis.com/2012/04/its-a-small-world-after-all-the-top-global-web-trends/
  • 77. No. Social Media isn’t replacing anything. • It’s one part of the spectrum of digital communication. • It should be “with” not “instead of”. • Can extend and facilitate and … it does not replace. but#PRSApd | @rm
  • 78. just remember… • You can not solely rely on social media. • It can extend and facilitate … but it doesn’t replace. • Storytelling still counts for a lot.#PRSApd | @rm
  • 79. Thank you! Ramsey Mohsen www.ramseymohsen.com mohsenr@digitalev.com twitter.com/rm#PRSApd | @rm