Social Media & Marketing

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  • Social Media & Marketing

    1. Social Media & Marketing: Online advertising and networking Alex Wong [email_address]
    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. They share one or more characteristics [ Recap ] Participation Openness Conversation Community Connectedness
    4. [ Recap ] Source: Future Exploration Network, 2005
    5. Social Media’s elements Networks Word of Mouth Interactivity [ Interconnected ] Web 2.0 World
    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>
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    9. Evolution of E-Business
    10. Australian Population: Media Consumption Data : Roy Morgan April – March 2007
    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)
    12. Roy Morgan Single Source Report Apr06 – Mar07 Australian Population 14yrs+ media consumption in the last 4 weeks
    13. Changes in heavy media consumption amongst the Australian population 14yrs+ Roy Morgan Single Source Report Apr06 – Mar07
    14. What is social networking?
    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)
    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”.
    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.
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    24. The Long Tail Who needs megahits?
    25. In the past
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    27. Ratings of Top TV shows
    28. Where are they all going?
    29. A powerlaw
    30. Shown another way
    31. The Missing Market
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    35. CONTROL
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    44. The “momentum” effect Traditional marketing: Social marketing:
    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)
    46. Social Networks – best for making meaningful connections
    47. In short…… Is all about the consumer
    48. EXPERIENCE CONVENIENCE RELATIONSHIP PERSONALISATION
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    50. Thank You

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