The document discusses opportunities for brands on social media. It notes that 25% of search results for major brands link to user-generated content, and that people trust peer recommendations far more than ads. While traditional media exposes brands in a one-dimensional way, social media allows brands to showcase different facets through direct interaction. However, social media is saturated with user-generated content, making it difficult for brands to compete and get their messages viewed. Success requires engaging social media users with highly relevant and entertaining brand content and conversations.

1. Social Media Content & conversation

2. 25% of search results for the worlds largest brands are links to user-generated content. 34% of bloggers post opinions about products & brands. & the increasing amount of time they spend on social media + the measurability & ROI – make it a prime platform for brands.

3. An opportunity for brands Social Media

4. Over coming the clutter of traditional Media.

5. The average consumer is exposed to over 1,500 advertising messages every day. In the average hour, only about 39 minutes of TV is devoted to programming. The balance is called “clutter.” Most newspapers are about 60 percent advertising; trade journals often contain even more. The number of television commercials, public service announcements, and station promotions reached an all-time high last year [2009].

7. Where as

8. Source: McKinsey Quarterly report, April 2010 ‘ Word of mouth’ is the only factor that features across stages and markets. Social Media = Word of Mouth!

9. & 78% of consumers trust peer recommendations, only 14% trust ads.

10. & the 2 biggest advantages:

11. BRAND One way communication BRAND Interaction & not just communication Traditional Media content: Social Media Content:

12. BRAND Exposure to only Single facet of the brand BRAND Multiple messages showcasing different facets of the brand Traditional Media content: Social Media Content:

13. Eg: # 1 Ads focusing on specific product innovations! – Single message But the consumer wants more…

15. Eg: # 2 Ads focusing on specific product benefits!

16. Multiple discussions on on varying hair-care needs (breakage, dandruff, split ends, hair loss, shine & texture and volume). Interviews & Chats with experts, hair styles and trends, makeovers, etc., which makes the brand a true partner in the consumers life!

17. However

18. 60 million updates happen on Face Book every day! 46.2 years of YouTube videos are watched on Face Book everyday!

19. Huge amount of content

20. Approximately 24+hours of video is uploaded on YouTube for every minute . It will take a person 1700+ years to watch all the content on YouTube. More video is uploaded on You Tube in 60days than all 3 major U.S. networks created in 60 years . 94 out of the Advertising Age’s top 100 advertisers run campaigns on YouTube & Google content network.

21. Not one ad/branded video being viewed in the top list.

22. There are over 70,000 applications already developed for using Twitter . There are 55million tweets everyday @ 640 tweets per second .

23. Not one brand in top

24. Hence unlike traditional media, the biggest challenge for brands on the social media, is competing with ‘content created by people’ and not just ‘competition’s communication’.

25. Content & Conversation Social Media Content is Conversation!!

26. Why has it come to be? Social Media Before, we dwell on the importance of content, it is essential to understand the human need for the medium

27. My ‘Hero’ ‘ Me’ Hero Obsessing & passionately Emulating the larger than life heroes. Content with being the lead in a few people’s lives. Happy belonging to a tribe. Obsessing about self and wanting to advocate self to others. Might still love heroes, but content with taking cues off them. Still want to belong to a tribe, but it needs to be a tribe of individuals.

28. Fantasy/Fiction Reality as entertainment & inspiration Imagination fuelled by fiction. Looking up to fantasy to either fulfill desires or for inspiration. Indulgent dreams. Voyeurism & curiosity fulfilled by reality. Want to make it real, rather than fantasize. Achievable dreams.

29. Affiliation Affiliation Binding traditions Generational divide Fast changing world Difference in values Unconditional accountability Liberating emotions Generational familiarity Changing together Harmony in values Relative accountability Forming a new-age/contemporary new family & society

30. “social mania insights”

31. How is the ‘ social - virtual life ’ affecting ‘ Real Life ’ behavior?

32. # My observations about behaviors and new trends in social media consumption (am only mentioning stuff that I have not read anywhere, for which I have no quantitative data to support with)

38. Everyone’s using the social media to market something… Marketers want to market their brands… Consumers want to market themselves!! (blogs through networked blogs, Resumes through linkedin, pictures, small joys, little achievements on facebook, ideas on twitter, etc.)

39. Can brands, instead of marketing themselves by trying to use the Social media, as another marketing platform, ENABLE CONSUMERS TO MARKET THEMSELVES??!!! Content that enables them to create the conversation around themselves because of your brand or share & gain social attention?

40. Everyone’s out there, to be seen and to be heard! All that a brand needs to do is, make sure that they are seen and heard! It is also an opportunity to genuinely help .

41. In summary:

42. ‘ ME’ Hero Hey look @ the kewl stuff I’ve been doing Are you helping me be the hero? Only users (no consumers), brands need to become part of their social currency. Straight hair

43. Reality & entertainment Is it entertaining & is it share-currency Commercial/branded content immediately has lower chances, hence needs to have higher relevance & entertainment value.

44. So how to get the content right? How do we engage this social creature

45. Let’s look at a few right efforts

55. A series of such clips, each linked to a different feature

57. & looking at our very own

61. Lets try a ‘live’ development

66. In summary: a few thumb rules

69. A few things, I am mulling over :

70. There is no thrill in meeting someone new , you’ve already researched them on facebook. While social networks & fb does allow you to interact with friends whom you don’t meet regularly, the more intimate friends & even partners do complain that “ there’s nothing to talk about, when they meet in person ” or even worse, gossip & updates of social media seem to be discussed…a case of tail wagging the dog.

72. Once the initial craze settles down, people spend ample time – we might see social media getting appropriated:

74. In the future, I think users (more than brands) will know how to appropriately use social media. They will share, seek information, participate & interact with brands and others a lot more intuitively rather than impulsively .

75. Questions?

76. & lastly…

77. A definite part of the future:

78. Thank you