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Social Media Outlook 2012

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How will the changing digital trends influence your marketing? Should you update your social media strategy? ...

How will the changing digital trends influence your marketing? Should you update your social media strategy?

As the social media landscape continues to evolve, it's crucial for traditional media, retailers, nonprofits and brands to understand how people are spending their time, interacting with brands, connecting with one another, and influencing commerce. This presentation takes an in-depth look at the latest social media trends to help you:

Distinguish between hype and reality when it comes to using social media tools to promote your brand and products

Recognize the impact of social media on the consumer and their purchasing behavior

Understand how marketers use social media tactics and establish benchmarks for emerging tactics

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  • Note: As expected, Generation Y still accounts for the lion’s share of activity, but Generation X isn’t far behind and Baby Boomers are quickly catching up, particularly in the use of social networking sites, such as Facebook, LinkedIn, Orkut, and QQ. Baby Boomers have demonstrated the most growth interms of numbers using such sites. In 2009, 50 percent of Baby Boomers were using social networking sites.7 Based on oursurvey, that number had swelled to 72 percent by 2010.Gen Y born between 1975 and 1992 (18-35) Gen X 1965 – 1974 (36 – 45), Baby Boomers Born before 1964. IBM Study MethodologyIn October 2010, we conducted two online surveys:The first was completed by 1,056 consumers in the UnitedStates, Canada, the United Kingdom, France, Germany, India,China, Australia and Brazil. Participants represented adistribution of ages among Generation Y, Generation X andBaby Boomers, with annual household incomes fromUS$25,000 to more than US$100,000.6The second survey went to 351 business executives in thesame countries (except Canada). Executives representedcompanies from the following sectors: Distribution,Communications, Financial Services, Industrial and PublicSector/Healthcare. In addition, to capture qualitative datafrom executives responsible for social media programs, weconducted 17 interviews in the United States and the UnitedKingdom. In partnership with Oxford Economics, we alsoestablished a Social CRM blog to solicit feedback on SocialCRM topics from social media and CRM specialists andother interested individuals.
  • Companies large and small are beginning to explore social media as a new marketing avenue,
  • Source: Aberdeen Group, October 2009
  • Source: Unica. “The State of Marketing 2010” conducted by Salloway & Associates. Gathered by eMarketer, March 10, 2010.
  • http://www.marketingsherpa.com/1news/chartofweek-03-09-10-lp.htm

Social Media Outlook 2012 Social Media Outlook 2012 Presentation Transcript

  • Part I: Social Media Outlook 2012© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
  • Sallie Burnett Strategist. Leader. Innovator. • President of Customer Insight Group, Inc., a leading strategic relationship-marketing firm – Customer insight Group is a leading strategic marketing firm that helps companies engage, retain and grow profitable customers relationships. We help companies assess and improve customer strategy to achieve measurable business objectives. We provide loyalty audits, social media customer engagement programs and innovative loyalty programs. • Digital marketing professor at prestigious Daniels College of Business • Contact Information – Email: sallie@customerinsightgroup.com – Website: www.customerinsightgroup.com – Twitter: @sallieburnett – LinkedIn Group: Customer Relationships — Engage.Keep.Grow.© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
  • The State of Social Media Today What’s Happening Right NOW Social Media is the fastest growing interactive marketing channel and is expected to reach 3.1 billion by 2014 At that point, social media will be a bigger marketing channel than both email and mobile, but still a fraction of the size of search ($31.6B) or display advertising ($16B). Some amazing numbers have emerged: •Facebook reached 800 million global active users •Twitter now has over 200 million users •LinkedIn recently surpassed 135 million • Google+ has quickly climbed to 150 million active users •50% of social networks users are connected to brands© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
  • Poll QuestionWho do you think is the most popularInternet Brand?GoogleFacebookYouTubeMSNDisneyApple Yahoo © 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1
  • Most Popular Internet Brands US Internet users spend more time on Facebook than ANYother Web brand 17.2 53.5 Yahoo 9.5 4.5 AOL Media YouTube 4.3Facebook Network EA 9.1 4.3 3.5 12.5 MSN/WindowsLi Ebay Apple Google ve Bing Top 9 US Web brands by total minutes in billions, home and work, May 2011 Source: Nielsen 2011 Q3 Social Media Report© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
  • Where did everyone go? You Customers© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
  • Search Goes Social With© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
  • Search Goes Social With© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
  • Overview Social Media’s popularity continues to grow, connecting people and the products they want to buy. Social Media and Consumers Social Media and Brands© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
  • Social Media & Consumers 2012 Outlook© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
  • What sites are CONSUMERSusing? 72% Social networking sites 79% 89% 33% Media sharing sites 42% 57% 24% Microblogging sites 37% 42% 12% Blogging sites 24% 30% 14% Wikis 22% 27% 10% Social review sites 16% 20% 7% Social bookmarking sites 12% 19% Global Study 20% No accounts 5% 13% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Baby Boomers Gen X Gen YNotes: 1) Sample size N=1056. 2) Generation Y: People born between 1975 and 1992 (18 to 35 year olds): Generation X: People bornbetween 1965 to 1974 (36 to 45 year olds): Baby Boomers: People born in or before 1964 (46 year olds and older).Source: IBM Institute for Business Value analysis. CRM Study 2011.© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
  • How do CONSUMERSaccess social media? E-Reader 2% Internet TV 2% iPAD 3% Gaming console 3% Mobile phone 37% Computers 97% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 110% Source: Nielson 2011 Q3 Social Media Report© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
  • When compared to the average adult internet user, active social networks are… 45% 53% 33% of all active social more likely to go on more likely to give their networkers follow a date option on TV programs brand 47% 75% 60% more likely to be heavy more likely to be heavy spenders on Create reviews of spenders on music clothing, shoes & products and services accessories 26% 19% 18% more likely to give their more likely to attend a more likely to work out opinion on politics and professional sporting at a gym or health club current events event Source: Nielson 2011 Q3 Social Media Report© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
  • Poll QuestionWhere do you go for product information?• Wikis• Review Sites• Online News• Company Websites• Social Media © 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
  • Successful brands meet the customer on their terms. Wikis 44% Review Sites 49% Online News 57% Company Websites 68% Social Media 70% 0% 10% 20% 30% 40% 50% 60% Source: Social Media and Online PR Report | http://ecly.co/OPR-sm 70%© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
  • Social Media & Brands Outlook: 2012© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
  • Q If a conversation takes place online and you are not there to hear it, did really happen?© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
  • What sites are BRANDSusing to engage consumers? Social networking sites 79% 18% 3% Media sharing sites 55% 37% 8% Microblogging sites 52% 41% 7% Wikis 48% 45% 7% Blogging sites 45% 45% 10% Social review sites 36% 52% 12% Social bookmarking sites 31% 55% 14% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Have a profile/presence Do not have a profile/presence Dont know Note: Numbers rounded to equal 100 percent. Source: IBM Institute for Business Value analysis. CRM Study 2011.© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
  • Poll QuestionWhy is your company using social media?• Increase customer advocacy/word of mouth• Protect brand reputation• Improve customer research capabilities• Increase product/brand awareness• Increase customer loyalty• Increase customers acquisition
  • How are BRANDSusing social media? 0% 5% 10% 15% 20% 25% 30% 35% 40% Increase customer advocacy/word of mouth 37% Protect brand reputation 35% Improve customer research capabilities 33% Increase product/brand awareness 32% Increase customer loyalty 31% Increase customers acquisition 23%© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
  • Best in class BRANDShave a plan for success Companies who have profited from social media aretwiceas likely to have a FORMAL STRATEGY. 52% 13%© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
  • BRANDSactively participate in online conversations Establish a method for defining monitoring benchmarks and goals 21% Define best practices for deriving actionable insights from social media 24% Link monitoring results to increased revenue and other financial outcomes 32% Analyze customer insights to improve marketing campaign effectiveness 44% Establish a method for engaging consumers in online conversation 44% Source: Aberdeen Group, October 2009© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
  • Engaged Customers… Recommends product, service or brand” (58% of company respondents) Engaged customers are “more likely to convert more readily (44%) Engaged customers “purchase regularly” (36%) Engaged customers “less likely to switch supplier” (30%) Source: E-consultancy Engagement Report 2009© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
  • Best in class BRANDSintegrate social media into their communications plan© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
  • How effective is social media in achieving business objectives? Reduce Customer Acquisiton Costs 18% 50% 32% Improve Search Engine Rankings 35% 52% 13% Source: Marketing Sherpa 2010 Increase Website Traffic 41% 54% 5% Improve Public Relations 43% 52% 5% Increase Brand or Product Reputation 45% 50% 5% Increase Brand or Product Awareness 49% 47% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Very Effective Somewhat Effective Not Effective© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
  • Part II: First Things First Executive Buy-in and Key Tactics for Social Media Success View this webinar: http://www.customerinsightgroup.com/webinars© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
  • Successful social media takes strategy, not luck. Being wishy-washy about social media is so 2010. Now it’s time to have a social media strategy that connects with your business goals and ultimately delivers results. Customer engagement, quality content and constant monitoring of your brand’s social media presence are all now a part of marketing’s daily vernacular. So, if you’re not sure where to start, or you need help fine-tuning your strategy, the experts at Customer Insight Group have got your back. We can help: • Monitor your social media presence. • Design a social media strategy. • Create an editorial content calendar. • Craft editorial content. • Schedule and manage updates, tweets, etc. Maybe it’s destiny that you found us. Call us today at 303.422.9758 and avoid leaving anything else up to fate.© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758