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170909 Social Networks Tmt Che

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170909 Social Networks Tmt Che

  1. 1. Social Networking Clare Hamilton-Eddy: September 24 th 2009 “ FB me”
  2. 2. Agenda <ul><li>Social networking in context </li></ul><ul><li>Top UK players </li></ul><ul><li>Global picture </li></ul><ul><li>Going mobile </li></ul><ul><li>What’s in it for brands? </li></ul><ul><ul><li>Groups and fan pages </li></ul></ul><ul><ul><li>Applications </li></ul></ul><ul><ul><li>Widgets </li></ul></ul><ul><li>Mini task </li></ul><ul><li>Questions </li></ul>
  3. 3. In context <ul><li>Social networks continue to dominate online activity across the globe </li></ul><ul><ul><li>In UK, there are currently 36.9m internet users (comScore, May 09) </li></ul></ul><ul><ul><li>29.4m visited at least one social network in May 09 (comScore) </li></ul></ul><ul><ul><li>9% growth year on year </li></ul></ul><ul><ul><li>50% of Facebook users across the globe return to the site every day (allfacebook.com, May 09) </li></ul></ul><ul><li>Social networking has become a very mainstream activity for all ages </li></ul>
  4. 4. The top UK players <ul><li>Facebook still most popular; Twitter fastest growing; Bebo, MySpace and Friends Reunited all in significant decline </li></ul>
  5. 5. The global picture <ul><li>Good overall summary and latest stats here </li></ul><ul><ul><li>Consumer and B2B </li></ul></ul><ul><ul><li>User stats </li></ul></ul><ul><ul><li>Primary audience </li></ul></ul><ul><ul><li>Uses </li></ul></ul><ul><ul><li>Work in progress – constantly evolving </li></ul></ul><ul><ul><li>......Conversational PR teamSocial NetworksUK top tier listJuly09_UK social networks top tier list.xls </li></ul></ul><ul><li>More global stats, maps and sites (including China, India, Asia) here </li></ul><ul><li> F:Data3CompanyAcademyAcademy April 2008 - March 2009TMTs </li></ul><ul><li>Mashable list of 350+ social networks by category here </li></ul><ul><li>http://mashable.com/2007/10/23/social-networking-god/ </li></ul>
  6. 6. Going mobile <ul><li>It is estimated that there will be over 63 million location-based service users by the end of the year (eMarketer; December 08) and 486 million worldwide by 2012 </li></ul><ul><li>Location-based mobile social network revenues are predicted to hit $3.3 billion by 2013 </li></ul><ul><li>By 2012, it is expected that over 18% of mobile users (that’s 950 million people!) will be logging on to at least one social network via mobile </li></ul><ul><li>Mocospace (6.5 mins) is the most popular social network to be accessed via mobile, ahead of MySpace (3.79 mins) and Facebook (1.89 mins) </li></ul><ul><ul><li>Facebook seeing over 13% of their users logging on from mobiles </li></ul></ul><ul><li>For additional list of mobile social networks to watch, check out: http://www.gomonews.com/moso/ </li></ul>
  7. 7. What’s in it for brands? <ul><li>GROUPS / FAN PAGES </li></ul><ul><li>http://whyfacebook.com/2008/11/25/facebook-groups-vs-facebook-pages-which-is-best/ </li></ul><ul><li>PROS </li></ul><ul><li>Make brands accessible in a very unobtrusive manner </li></ul><ul><li>Great place to engage with fans – and demonstrate two way conversations </li></ul><ul><li>Strong platform for latest news, event updates, etc </li></ul><ul><li>Good way to monitor core fan base / audience </li></ul><ul><li>Can bring brand experience to life </li></ul><ul><li>CONSIDERATIONS </li></ul><ul><li>Resources – maintaining decent content and regularly </li></ul><ul><li>Makes brand more vulnerable – open to negative feedback and criticism that can be viewed by everyone </li></ul>
  8. 8. What makes a good group/page? <ul><li>Britney Spears fan page </li></ul><ul><li>www.facebook.com/britneyspears </li></ul><ul><ul><li>Updated frequently </li></ul></ul><ul><ul><li>Interacts with fans </li></ul></ul><ul><ul><li>Multimedia content: video/images/news/comments </li></ul></ul><ul><ul><li>Uses other social media tools/sites </li></ul></ul><ul><ul><ul><li>E.g. Twitter, links to blog </li></ul></ul></ul><ul><ul><li>Engages with fans through competitions, exclusive content or ‘fan of the month’ </li></ul></ul><ul><li>And the ‘work in progress’… </li></ul><ul><li>Polar </li></ul><ul><li>http://www.facebook.com/pages/Polar/45609313439?v=wall&viewas=529725033&ref=search </li></ul>
  9. 9. What’s in it for brands? <ul><li>APPLICATIONS </li></ul><ul><li>PROS </li></ul><ul><li>Can engage new and existing fans </li></ul><ul><li>Raises brand profile in entertaining way </li></ul><ul><li>Great way to encourage a brand or message to spread virally or by WOM </li></ul><ul><li>CONSIDERATIONS </li></ul><ul><li>Can be expensive </li></ul><ul><li>Can be difficult to seed </li></ul><ul><li>Need to be relevant </li></ul><ul><li>Always need to consider measurement </li></ul><ul><ul><li>and outline success/objectives from start </li></ul></ul><ul><li>Application overload – people do get annoyed by too many </li></ul>
  10. 10. Most successful apps? <ul><li>APPLICATIONS ON FACEBOOK </li></ul><ul><li>Farmville </li></ul><ul><ul><li>Launched June 09 </li></ul></ul><ul><ul><li>Over 35 million users monthly already </li></ul></ul><ul><ul><li>Average user spends 20 mins on game </li></ul></ul><ul><ul><li>http://www.telegraph.co.uk/technology/facebook/6138075/Farmville-set-to-become-most-popular-Facebook-application.html </li></ul></ul><ul><li>Pet Society </li></ul><ul><li>Scratch and Win </li></ul><ul><li>Dungeons and Dragons </li></ul><ul><li>Super Slot Machines </li></ul><ul><li>Scrabble Worldwide </li></ul><ul><li>Mouse Hunt </li></ul><ul><li>http://www.allfacebook.com/2009/02/engaging-facebook-applications/ </li></ul>
  11. 11. What makes a good app? <ul><li>Simple </li></ul><ul><li>Competitive </li></ul><ul><li>Current / on-trend </li></ul><ul><li>Relevant </li></ul><ul><li>Games (especially retro) </li></ul><ul><li>Virtual gifts </li></ul><ul><li>Money / gambling </li></ul><ul><li>Community based </li></ul>
  12. 12. What’s in it for brands? <ul><li>WIDGETS </li></ul><ul><li>http://www.facebook.com/facebook-widgets/index.php </li></ul><ul><li>PROS </li></ul><ul><li>Drive traffic direct to Facebook content </li></ul><ul><li>Makes Facebook content a lot more accessible </li></ul><ul><li>Strong sharing function </li></ul><ul><li>Quick way of embedding content from other sites </li></ul><ul><li>CONSIDERATIONS </li></ul><ul><li>Additional costs </li></ul><ul><li>Don’t want to make websites, blogs, profiles too busy </li></ul>
  13. 13. Mini task <ul><li>BRIEF </li></ul><ul><li>Choose a current / past client </li></ul><ul><li>They have asked you to outline a six month campaign for a social networking site of your choice (try and vary between groups) </li></ul><ul><li>Assume they are doing very little in social media arena at present </li></ul><ul><li>Budget isn’t an issue  </li></ul><ul><li>OBJECTIVES </li></ul><ul><li>Raise overall brand awareness </li></ul><ul><li>Drive more traffic to brand website </li></ul><ul><li>WHAT WOULD YOU PROPOSE? </li></ul><ul><li>HOW WOULD YOU LAUNCH? </li></ul><ul><li>HOW WOULD YOU MAINTAIN MOMENTUM? </li></ul><ul><li>HOW WOULD YOU ENSURE YOU GET ANOTHER SOCIAL MEDIA PROJECT? </li></ul>
  14. 14. Questions <ul><li>Thank you </li></ul>

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