Social Media & Marketing:  Online advertising and networking Alex Wong [email_address]
Social media  describes the online technologies and practices that people use to share opinions, insights, experiences, an...
They share one or more characteristics [ Recap ] Participation Openness Conversation Community Connectedness
[ Recap ] Source: Future Exploration Network, 2005
Social Media’s elements Networks Word of Mouth Interactivity [ Interconnected ] Web 2.0 World
6 Dimensions of Interactivity Interactivity is one of the important elements in advertising studies as it has been used as...
 
 
Evolution of E-Business
Australian Population:   Media Consumption Data : Roy Morgan April – March 2007
Total Online Market by Qtr Source: NineMSN, 2007 $69M $94M $106M $119M $118M $145M $167M $190M $195M $226M $263M $317M Cat...
Roy Morgan Single Source Report Apr06 – Mar07 Australian Population 14yrs+ media consumption in the last 4 weeks
Changes in heavy media consumption amongst the Australian population 14yrs+ Roy Morgan Single Source Report Apr06 – Mar07
What is social networking?
Social Networks is the ground for social capital <ul><li>What is a network? </li></ul><ul><li>Nodes (actors) </li></ul><ul...
<ul><li>Network Properties </li></ul><ul><li>Structure  - Size, Density, Redundancy </li></ul><ul><li>Composition </li></u...
A  SOCIAL NETWORK  is a map of the relationships between individuals, organizations and other relevant NODES indicating th...
 
 
 
 
 
 
The Long Tail Who needs megahits?
In the past
 
Ratings of Top TV shows
Where are they all going?
A powerlaw
Shown another way
The Missing Market
 
 
 
CONTROL
 
 
 
 
 
 
 
 
The “momentum” effect Traditional marketing: Social marketing:
Non-linear by nature Size = Incidence (# of people doing activity) “ Each Interaction is an Impression” Visit Brand Custom...
Social Networks – best for making meaningful connections
In short…… Is all about the consumer
EXPERIENCE CONVENIENCE RELATIONSHIP PERSONALISATION
 
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Social Media & Marketing

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  • Social Media & Marketing

    1. 1. Social Media & Marketing: Online advertising and networking Alex Wong [email_address]
    2. 2. Social media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other (Wikipedia 2007) [ Recap ] What is social media?
    3. 3. They share one or more characteristics [ Recap ] Participation Openness Conversation Community Connectedness
    4. 4. [ Recap ] Source: Future Exploration Network, 2005
    5. 5. Social Media’s elements Networks Word of Mouth Interactivity [ Interconnected ] Web 2.0 World
    6. 6. 6 Dimensions of Interactivity Interactivity is one of the important elements in advertising studies as it has been used as a measurement of advertising effectiveness of the internet <ul><li>User control </li></ul><ul><li>Responsiveness </li></ul><ul><li>Real time interactions </li></ul><ul><li>Connectedness </li></ul><ul><li>Personalization/ customization </li></ul><ul><li>Playfulness </li></ul>
    7. 9. Evolution of E-Business
    8. 10. Australian Population: Media Consumption Data : Roy Morgan April – March 2007
    9. 11. Total Online Market by Qtr Source: NineMSN, 2007 $69M $94M $106M $119M $118M $145M $167M $190M $195M $226M $263M $317M Category Q2 FY 07 Q/Q Growth Y/Y Growth General 91,500,000 ? 17.3% ? 47.6% Classifieds 89,000,000 ? 9.9% ? 48.3% Search & Directories 136,500,000 ? 31.3% ? 100.7% Total 317,000,000 ? 20.5% ? 66.8% Growth by Category (Qtr) Category 1 H FY 07 H/H Growth Y/Y Growth General 169,500,000 ? 27.0% ? 48.7% Classifieds 170,000,000 ? 31.8% ? 49.1% Search & Directories 240,500,000 ? 51.7% ? 86.4% Total 580,000,000 ? 37.8% ? 62.5% Growth by Category (Half) Category Q2 FY 07 Q/Q Growth Y/Y Growth General 91,500,000 ? 17.3% ? 47.6% Classifieds 89,000,000 ? 9.9% ? 48.3% Search & Directories 136,500,000 ? 31.3% ? 100.7% Total 317,000,000 ? 20.5% ? 66.8% Growth by Category (Qtr) Category 1 H FY 07 H/H Growth Y/Y Growth General 169,500,000 ? 27.0% ? 48.7% Classifieds 170,000,000 ? 31.8% ? 49.1% Search & Directories 240,500,000 ? 51.7% ? 86.4% Total 580,000,000 ? 37.8% ? 62.5% Growth by Category (Half)
    10. 12. Roy Morgan Single Source Report Apr06 – Mar07 Australian Population 14yrs+ media consumption in the last 4 weeks
    11. 13. Changes in heavy media consumption amongst the Australian population 14yrs+ Roy Morgan Single Source Report Apr06 – Mar07
    12. 14. What is social networking?
    13. 15. Social Networks is the ground for social capital <ul><li>What is a network? </li></ul><ul><li>Nodes (actors) </li></ul><ul><li>Ties (relationships) </li></ul>Nodes (actors) Nodes (actors) Relationship Relationships “ A network is a set of relationships critical to your ability to get things done” Nodes (actors)
    14. 16. <ul><li>Network Properties </li></ul><ul><li>Structure - Size, Density, Redundancy </li></ul><ul><li>Composition </li></ul><ul><li>Focus </li></ul>“ The shape of your network determines your access to information, resources, opportunities, and support”.
    15. 17. A SOCIAL NETWORK is a map of the relationships between individuals, organizations and other relevant NODES indicating the ways in which they are connected by financial, social or professional LINKS.
    16. 24. The Long Tail Who needs megahits?
    17. 25. In the past
    18. 27. Ratings of Top TV shows
    19. 28. Where are they all going?
    20. 29. A powerlaw
    21. 30. Shown another way
    22. 31. The Missing Market
    23. 35. CONTROL
    24. 44. The “momentum” effect Traditional marketing: Social marketing:
    25. 45. Non-linear by nature Size = Incidence (# of people doing activity) “ Each Interaction is an Impression” Visit Brand Custom Community View Download (in brand’s community) Receive Brand Pass Along Pass Along Use on Own Page View Download (on user’s page)
    26. 46. Social Networks – best for making meaningful connections
    27. 47. In short…… Is all about the consumer
    28. 48. EXPERIENCE CONVENIENCE RELATIONSHIP PERSONALISATION
    29. 50. Thank You

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