01.Key trends in social media
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  • The early adopter wave off in Malaysia via Jaring, the pioneering ISP in Malaysia, followed by TMnet. Broadband took off in the 2 nd wave following the advent of Streamyx, Jaring Broadband, several WiFi players in the latter half the 3G players via celcos Maxis, Celcom and DiGi and WiFi. In the 3 rd Wave we will see a number of WiMAX players coming onstream. P1 is already rapidly rolling out in Peninsular while Amax and YTLe are set to come onstream in 2010 with Redtone offering its service in East Malaysia. TM’s HSBB service Unifi will provide a combination of broadband services for both households and offices with fiber-to-the-home as a key technology.
  • Since its creation in 2001, Wikipedia has grown rapidly into one of the largest reference Web sites, attracting at least 684 million visitors yearly by 2008. There are more than 75,000 active contributors working on more than 10,000,000 articles in more than 250 languages.
  • Universal McCann Comparative Study on Social Media Trends April 2008 http://www.universalmccann.com/Assets/2413%20-%20Wave%203%20complete%20document%20AW%203_20080418124523.pdf
  • Gen Y tends to rely on their network of friends and their recommendations, not traditional ads. "Ads that push a slogan, an image, and a feeling, the younger consumer is not going to go for,'' says James R. Palczynski, retail analyst for Ladenburg Thalmann & Co. Instead, they respond to "humor, irony, and the unvarnished truth."
  • “ Hi there, I’m Janet, one of a few Community Evengilist at ExxonMobil Corp. I’m here to answer any of questions from this twitter community.” Janet is conversing on issues related to Exxon Mobil. As to why on Twitter, she wrote “ we’re working hard on building a strong relationship with the twitter community. ” UPDATE (August 02 2008): Four days later, Janet of ExxonMobilCorp is revealed as a fake. The person DOES NOT represent Exxon Mobil Corporation..
  • Alicia_at_Honda does an amazing job on Twitter connecting with fans and owners on Twitter. When a 9/11 hoax surfaced again she pointed to the real info

Transcript

  • 1. Module 1: Key Trends in Social Media Oct 3 – 4, 2011
  • 2. Learning Objectives
    • To learn about a variety of social media tools to help us listen, connect, add value and measure.
    • To identify a strategy for the roll-out of social media in my organisation.
    • To learn from successful social media practitioners and organisations.
    • To understand how to use social media tools to nurture a community and turn enthusiasts into fans and followers into brand ambassadors.
  • 3. Key trends in social media
  • 4. The Internet circa 1993
  • 5. Internet in 2011
  • 6. The Old Media World
  • 7. The New Media World Investors Customers Prospects Analysts Partners Employees Community Press MESSAGES Competitors
  • 8. *Mobile penetration: 121% **Internet penetration: 64.6% Force 1: Rise of access *Source: Malaysia, Q1, 2011, MCMC **Internetworldstats.com June ‘09
  • 9. Force 2: Media fragmentation
    • Opinion forming elite
    • One-way, one-to-many
    • Sole or few sources dictating schedules and headlines from top-down.
    • Very little engagement or feedback encouraged and even these are edited.
    • Here it is, you decide
    • Many-to-many
    • Bloggers, tweeters, podcasters, aggregators, producers, commenters post in their own time
    • Many sources engage in the conversation from grassroots-level.
    Mass media >>> Masses of niche media
  • 10. Force 3: Empowering the many with diverse media options
    • Then
    • Word-of-mouth
    • Print: eg. news, direct mail, newsletters, magazines
    • Broadcast: TV, radio
    • Advertising
    • Public relations
    • Telephone
    • Direct Mail
    • Contests
    • Research reports
    • Face-to-face
    • Now
    • Word-of-mouse
    • Email
    • Websites, Forums, Chat rooms
    • Blogs eg.Wordpress, Blogger, Tumblr
    • Social networks
    • eg. Facebook, LinkedIn
    • Microblogging eg. Twitter
    • Video-sharing eg. YouTube
    • Podcasts
    • Mobile apps eg. iPhone, Android, iPad, Tablets
    • Video chat eg. Skype, Facetime
    • Search Engine Marketing
    • Viral marketing
  • 11.  
  • 12.  
  • 13.  
  • 14. Why social media?
    • Mainstream media is now only part of expanded media’s ecosystem . There’s a new layer of influencers. Social media allows us to access the masses, to connect and engage directly with our ‘constituents’.
    • Social media skill sets enable us to tell our stories in new ways . We can shape conversations, grow communities, create and moderate discussions and deliver a better customer experience.
    • Explosion of new apps and tools driving innovation on how media is consumed, created, distributed, shared and enjoyed.
  • 15.  
  • 16.  
  • 17. Where Is Everyone? F. L. Y. T. B.
  • 18. Why social media?
    • 800m active users
    • Malaysia: >11.75 million*
    • 119m users
    • Malaysia: 614,849
    • 3 billion views daily
    • 48hrs of video uploaded/1 min
    • 200m users
    • Malaysia: >1 million
    • > 200m bloggers
    Source: *Socialbakers.com (Sept, 2011), Facebook, Linkedin, Youtube, Twitter, GreyReview
  • 19. Social media and the banana leaf
  • 20. Digital banana leaf
  • 21. 1 st Social Media President
  • 22. One definition: It’s an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio…. What’s social media?
  • 23. … it’s people connecting online
  • 24. What is social networking and social media?
    • Social networking in Plain English
    • http://www.youtube.com/watch?v=6a_KF7TYKVc
    • Social media in Plain English
    • http://www.youtube.com/watch?v=MpIOClX1jPE
      • Copyright: Lee & Sachi LeFever, CommonCraft.com
  • 25. Almost 19,700,000 articles (3.7m in English)
  • 26. 3,000,000,000 videos viewed per day 48 hours (Source: YouTube fact sheet) of new video uploaded every minute
  • 27.
    • 83%
    have watched video clips Source: Wave 4, Universal McCann Comparative Study on Social Media Trends: 22,729 active internet users in 38 countries – Nov08-Mar09
  • 28.
    • have joined a social network
    • Malaysia leads the way with 47% penetration of all 16-54-year-olds. (Mar 2009) *
    • >11.75m
    • on Facebook in Malaysia.
    • (Sept 2011) **
    *Source: Wave 4, Universal McCann Comparative Study on Social Media Trends: Survey:22,729 active internet users in 38 countries – Nov08-Mar09 **Source: Facebakers.com, Sept, 2011 66%
  • 29. Source: TrendStream, GlobalWebIndex based on 100,000+ surveys of active users aged 16-65 in 36 markets, July 2011
  • 30. Facebook users in Southeast Asia Source: Facebook, GreyReview.com, as of Apr 5, 2011
  • 31. Study: Malaysia is No 1
    • Malaysia is No 1 in online social network friends, avg friends is 233, after Brazil (231), Norway (217)
    • Avg timespent on social networks: 9hrs/wk, Russia (8.1hrs), Turkey (7.7hrs)
    Source: TNS’ Digital Life survey of 50,000 respondents in 46 countries covering nearly 90 per cent of the world’s online population, Oct 10, 2010.
  • 32. Tomorrow’s customers are today’s “digital natives.”
  • 33. The old communication model was a monologue.
  • 34. The new communication model is a dialogue.
  • 35. Can we ignore social media?
  • 36. There will be consequences…
  • 37. 1. You won't know what people are saying about you
    • The conversation is taking place anyway. You can choose to participate or you can ignore it, but people are talking -- even when you're not listening.
  • 38. 2. You won't know what's going on in your marketplace
    • Listening in to conversations on Facebook, Twitter and the blogosphere is like having a free focus group going 24/7.
    • If you listen to your market, you'll be able to anticipate customer needs, make better products, improve services and hear what's wrong with what you are currently delivering.
  • 39. 3. No one knows the real you
    • Someone may already be squatting on your brand and spewing false corporate messages
    • If you don't secure your brand accounts on Twitter, Facebook, no one will know if it's real or fake.
    • Get out there with your own voice and establish a reputation for authenticity and truth - it's a lot harder for someone else to hijack your brand.
  • 40. 4. When you need a voice, you won't have any credibility
    • Typically, organizations only think of a blog or a Twitter account, after a crisis hits.
    • Whether you're talking online or off, it takes months – even years – to establish trust in a relationship.
    • You need to start the conversation in order to start making deposits in the bank of trust . Then when you need it, the credibility will be there.
  • 41. 5. You're giving away a competitive advantage
    • Whether you are listening or not, chances are your competition is monitoring what your stakeholders are saying about you.
    • They may get feedback you don’t and be able to bring a new product to market faster, and meet the needs of the marketplace better than you can.
  • 42. 4-step social media guidance Step 1: Listen Who’s saying what? Who comments and responds? What they say and how they say it.
  • 43. 4-step social media guidance
    • Step 2: Connect!
    • Find your voice by
    • participating in the
    • conversations.
    • Observe responses,
    • if any
  • 44. 2/3 of the economy now influenced by personal recommendations – McKinsey&Co
  • 45. 4-step social media guidance
    • Step 3: Add value
    • Genuinely reach out
    • to help.
    • Bring authority and
    • credibility to the
    • conversation.
  • 46. 4-step social media guidance
    • Step 4: Measure
    • Track pageviews,
    • downloads, embeds,
    • visitors, followers, fans
    • Evaluate cost savings
    • Weigh positive vs
    • negative comments
  • 47.  
  • 48. In 2011, if you’re not on a social networking site, you’re not on the Internet. “ Fish where the fish are!”
  • 49. Questions we need to ask
    • What are our employees doing on social networks during and after work?
    • What can we do to monitor and manage our online reputation 24/7?
    • What is our social media strategy to reach out to our constituents and stakeholders?
    • Where do we begin?
  • 50.
      • What are our objectives?
      • What resources can we dedicate in terms of people, tech, etc?
      • Do we need to engage outside experts?
      • How do we map out a strategy that is in line with our current goals?
      • What targets and KPIs should have in place?
      • “ A social network can’t
      • run on auto-pilot”
  • 51. “ In the past you were what you owned. Now you are what you share,” Charles Leadbeater