2H12: The State of Social Media & Social Media Marketing in the Second Half of 2012

2H12THE STATE OF SOCIAL MEDIA &SOCIAL MEDIA MARKETINGIN THE SECOND HALF OF 2012Esteban Contreraswww.estebancontreras.comwww.socialnerdia.com

This presentation is a mid-year update to:http://slidesha.re/stateofsocial2012 ________

Reminder: Social Networks Still Most Popular Online Activity 1 in 5 online minutes spent on SN, Up from 6% in 2007Source: comScore Media Matrix, Worldwide, March 2007 – October 2011, “It’s a Social World,” Dec 21 2011 ________

1.85 Billion Will Use Social Networks on Monthly Basis by 2014 71% of Internet users, but only 26% of world pop.Source: eMarketer Feb 2012 ________

USA Doesn’t Have Largest Social Networking Population China has 2x social network usersSource: eMarketer, Feb 2012 ________

China is Not Fastest-Growing Social Networking Country India and Indonesia growing fasterSource: eMarketer, Feb 2012 ________

The Social Media Universe Continues to Expand 900 MM+ monthly active users 50MM+ users 800MM+ monthly users visit site 20MM+ users 232MM+ monthly active users 25 MM+ users 161MM+ members 12MM+ monthly active users 150MM+ monthly active users 2MM+ users 140MM+ monthly active users 2MM+ users 115MM+ subscribers 2MM+ users 51MM+ users 2MM+ users 55MM+ blogs 1.5MM+ users More people on more social sites than ever beforeSource: Nielsen, State of the Media: The Social Media Report Q3 2011, Home and Work (May 2011)comScore Media Metrix, U.S., Jun 2007 – May 2011; Twitter; Google Blog; Multiple Other Sources ________

Over 50% of Facebook Users Are Daily Active Users DAU/MAU has grown to 58%, from 45% in 2009Source: Facebook filings, Andrew Chen’s Blog ________

Americans Spend 100,000 Years a Month on Facebook 167 7:10 That’s 50x more than Twitter, 600x more than Google+Source: comScore, Compete, Google Ad Planner, Statista Infographic ________

Facebook has Established Itself as THE Social Platform Apps like Viddy have gone viral thanks to FB Open GraphSource: KCPB Internet Trends 2012, Mary Meeker ________

Facebook Enhancing Publishing, Distribution and Ad Functionality Admin Roles Post-level metrics Mobile-Only Ads Post Scheduling Facebook Offers Log-Out Ads FB is becoming a one-stop shop ________

SM Marketing Is Not Free: Aprox 16% of Facebook “Fans” See Posts Paid + Promoted amplify Owned + EarnedSource: Brian Solis and Jess3 ________

No Surprise: Facebook Dominates Social Ads Top Ad-Selling Companies Are Shifting PlacesSource: eMarketer, Company Reports 2011 & 2012 ________

Facebook Gets 71% of Total Social Network Ad Revenue Others Slowly Gaining TractionSource: eMarketer, Company Reports 2011 & 2012 ________

Is Facebook Taking Its Social Ads Beyond Itself? Maybe… Facebook ads now appearing on Zynga.com ________

Social Sites Will See Greater Growth Than Overall Market in 2012 Marketers planning increased social display ad spendingSource: eMarketer, Advertiser Perceptions ________

U.S. Social Media Ad Spending To Reach $9.8 Billion By 2016 Local U.S. social ad spending will reach $3.1B by 2016Source: BIA/Kelsey Report ________

Social Ads Are Starting to Challenge Traditional Advertising FYI: $363 B spent in TV, print and radio adsSource: eMarketer, The Wall Street Journal, WSJ, WSJ ________

There’s Debate About Social’s Ad Effectiveness Beyond Fan-Building 50% of FB users find ads at least somewhat relevantSource: eMarketer, The Wall Street Journal, WSJ, WSJ ________

Despite Headlines, Marketers Seem To Agree It’s About Execution Owned + Paid + Promoted + Earned = WinningSource: AdAge / Citigroup Facebook Survey ________

Public Market Investors Skeptical of “Social” LinkedIn is outlier in terms of stock performanceSource: KCPB Internet Trends 2012, Mary Meeker ________

The New Bottom Line: Mobile FB’s biggest weakness is its greatest opportunitySource: KCPB Internet Trends 2012, Mary Meeker ________

It’s Really Happening… …Mobile is becoming the first screenSource: Pew Research Center “Cell Internet Use 2012” ________

Led By 400MM Android Activations, Smartphones Are Everywhere Smartphone user adoption still has huge global potentialSource: KCPB Internet Trends 2012, Mary Meeker ________

No Wonder: FB Acquired Instagram for $1B Instagram = New American dreamSource: Online Colleges infographic ________

Facebook& Google= Exit Strategy for Innovative SoLoMo Startups 2004/5 2006 2007 2008 2009 2010 2011 2012Source: Wikipedia ________

Google is #1 in Total Online Ad Revenues Google+ has no ads today, generates $0 in revenueSourc: Company Reports 2011 and 2012, eMarketer ________

Google+ Has 150 MM Monthly Active Users After Only 1 Year A total of 250 MM have signed up for Google+Sourc: Google I/O 2012 ________

Google+ More Than “Interest Graph” Map: It’s Google’s SoLoMo Layer More users access G+ on mobile than on desktop ________

Google +1 Button Has Positive SEO Results Referral traffic from Google to FB appears to be droppingSource: HubSpot “The State of Inbound Marketing in 2012;” PageLever ________

Major Brands Are Engaging With Consumers On Google+ 40% of marketers report Google+ is "useful to critical”Source: SimplyMeasured ________

Google+ is Not Yet Dev-Friendly, Google Needs to Get it Right “Look at Facebook. Look at Google Buzz. If you do it wrong, you get blasted.” - Vic Gundotra Few third party tools, no Google+ apps or tabsSource: BusinessInsider ________

The Google+ Hangouts API is More Robust, Shows Promise for Devs Hangouts continues to be a differentiator for Google+Source: Google+ ________

Google+ Game List Has Expanded But… Major game companies like PopCap, Wooga pulled outSource: Google+ ________

Except for Mysterious White Space, No Signs of Ads Within Google+ Ironically: Multiple Google+ spots running on TVSource: The Wall Street Journal ________

7-Year-Old YouTube is Video Hub for UGC, Music & “Viral” HopefulsSource: YouTube.com ________

Since December 2011, YouTube Views Have Dropped 28% YouTube claims its due to focus on Engagement, TOSSource: comScore, AdAge ________

YouTubes $100 million investment in new premium "channels" TV-like appointment viewing  TV-like ad dollars?Source: AdAge ________

Twitter is Second to Facebook Twitter reaches 11.7% of global internet usersSource: comScore Inc. as cited by Barclays Digital, eMarketer ________

Daily Twitter Use on the Rise, Especially Among 18-24 Year Olds 7.9% of marketers worldwide have run Twitter adsSource: Pew Internet & American Life Project; Greenlight “Search & Social Media Survey”; eMarketer ________

Twitter is Leveraging Acquired Assets Like Summify, Posterous&TweetDeck 340 million Tweets/Day Twitter is officially a “curator” but… media company? ________

Twitter is Partnering with Media Companies + Brands ________

Twitter Conversations Resulting in Insights for Brands SM “listening” continues to evolveSource: Bluefin Labs, Salesforce Radian6 ________

TV Continues to Get… “Social” Multiple screens in the living room becoming the normSource: Viacom “Social TV: Viewers C’s the Moment”; eMarketer ________

3/4 U.S. Smartphone Owners Regularly Use Location-Based Services Up from 55% in May 2011Source: Pew Research ________

1/5 U.S. Adult Smartphone Owners Regularly Use “Geosocial” Apps Also: 1/5 U.S. Teen Smartphone Owners Use “Geosocial”Source: Pew Research ________

Foursquare Redesign Emphasizes Recommendations, Not Gamification Is Foursquare losing its relevance?Source: Pew Research ________

Marketers See Value in Online Video, Social, Mobile SoLoMo expectations for future are highSource: Altimeter “Content: The New Marketing Equation” ________

Smartphones Finally Enabling Us To Capture + Stream Video On-The-Go Mobile video catching up to Google / YouTubeSource: Flurry Analytics ________

Socialcam and Viddy Are “Instagram for Video” Candidates vs Both apps leveraged FB OG to get users + increase usageSource: AppData.com ________

Star-Studded Airtime Launch, Early Adopters Give It a Try Where will Sean Parker & Shawn Fanning take it? ________

A Few Other Social-Related Startups To Check Out ________

Creation and Curation is Easier Than Ever Pinterest is making the web more visualSource: KCPB Internet Trends 2012, Mary Meeker ________

Pinterest Visits Have Slowed Down, FB-Connected Users Has Declined Drop in active users may simply be a correctionSource: Pew Research ________

Pinterest Has Made News As a Traffic-Driver It appears to have effect on purchasing intent as wellSource: Shareaholic, eMarketer BlogHer, Bizarre Insight ________

Proven or Not, Brands Are Experimenting on Pinterest ________

Tumblr Changes Its Mind About Ads Not all advertisers welcome ________

Tumblr Becoming Meme Platform ________

Led by Klout, Multiple Startups Rushing to Measure Social InfluenceSource: Klout.com, Altimeter Group ________

Brian Solis Says Klout, Kred, Etc. Actually Measures “Social Capital” Social Capital = Potential for InfluenceSource: Klout.com, Altimeter Group ________

LinkedIn’s Stock Performance Makes “Social” Look Good Viddy app grew dramatically thanks to FB Open GraphSource: KCPB Internet Trends 2012, Mary Meeker; comScoreUnique Visitors March 2012 ________

LinkedIn Acquired SlideShare in May 2012 Transaction valued at approx. $118.75 millionSource: LinkedIn Blog, SlideShare Presentation ________

LinkedIn Stands Out for B2B Marketing HubSpot says LinkedIn is 4x Better for B2BSource: HubSpot ________

It Hasn’t All Been Good For LinkedIn 6.5 MM passwords leaked, iOS app raises privacy issuesSource: LinkedIn News Twitter account ________

Bing Deeply Integrated with Facebook and Other Social Media Microsoft “Socl” launched, but what’s the value prop? ________

Microsoft Acquired Enterprise Social Networking Service Yammer Transaction was $1.2B in cashSource: Yammer, Microsoft ________

Social Media Management Systems (SMMS) Consolidation Continues Buddy Media allegedly sold for 2X+ Vitrue’s sale priceSource: Salesforce, Oracle ________

“Social Business” Shifting from Buzzword to Market RealitySource: Dion Hinchcliffe and Peter Kim “Social Business by Design;” David Armano “Social Business: Where It’s Been & Where It’s Going” ________

Digital Marketing and Social Media Tools Becoming Strategic Priorities 8% Execs Say: “Top Priority” among digital trendsSource: McKinsey Global Survey Results “Minding Your Digital Business” ________

Trending Tactics in Social Media Marketing• Social Curation• Frictionless Sharing• Visual Experimentation ________

Trending Tactics in Social Media Marketing (Cont.)• Storytelling• Fan-Centric Content• Social IRL ________

Sometimes “Good” Social Media Marketing… … is NOT about marketing at all …Source: imgur, Reddit, The Globe and Mail, PR Daily, Social Fresh ________

Good Experiences Are Key to Earned Social Media Advocacy SM conversations & interactions impact brandsSource: eMarketer, Zuberance, Forbes Insight and Weber Shandwick “Socializing Your Brand” ________

Social Media Can Create + Enhance Brand-to-Consumer Relationships Owned + Paid + Promoted + Earned = Earned2+Source: comScore “The Power of Like 2: How Social Marketing Works" ________

Thank You Call Me Maybe: http://www.estebancontreras.com http://www.facebook.com/estebancontreras http://gplus.to/estebancontreras http://www.twitter.com/socialnerdia http://www.slideshare.net/socialnerdia http://www.socialnerdia.com

Don’t Forget to Check Out:http://slidesha.re/stateofsocial2012 ________

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2H12: The State of Social Media & Social Media Marketing in the Second Half of 2012

by Esteban Contreras on Jun 28, 2012

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2H12: The State of Social Media & Social Media Marketing in the Second Half of 2012 Presentation Transcript