Social  Media  Landscape   25/02/13                  gmontigny@gmail.comGeraud Montigny
“Social media is an umbrella term that defines the various activities thatintegrate technology, social interaction,and the...
“Social media is the onlineapplications, platforms and media    which aim to facilitate theinteraction, collaboration and ...
What increases your level of trust when                 purchasing a product or service?Source: Nielsen Global Trust In Ad...
Consumer opinions                     online are highly valued and trustedRecommendations from consumers                  ...
SOCIAL MEDIA HAS BECOME UBIQUITOUS
184 million bloggers                                                                               73% of active online us...
SOCIAL MEDIA IS COUNTER-      INTUITIVE TOCOMMUNICATIONS MEDIA
COMMUNICATIONS                                                       SOCIAL MEDIA      MEDIASpace defined by Media Owner  ...
social networks                                    blogs1 dialogue/self-                     wikis  expression            ...
mobile web              mobile applications                       sms/mms2 on demand         mobile video                 ...
email subscriptions                 personal pages                             rss3 personal                 atom         ...
another source of data!!!
Stages in Internet use                                                                                                    ...
The Participation Pyramid – cumulative activities                                           Publish web pages             ...
Ladder of Participation                                          Publish a blog                                          P...
Key roles and their social media objectives   Roles               Social Media Objectives   Research            Listening ...
The four-step approach to the social media P                   People                     Assess your customers’ social me...
• Consider that social           Awareness  media networks today                               Consideration  may be provi...
Objectives are the key to successful social media        strategy
Thankyou:=)        Geraud Montigny        Digital Strategist        +61(0)449006017
Social media landscape 2013 Geraud Montigny
Social media landscape 2013 Geraud Montigny
Social media landscape 2013 Geraud Montigny
Social media landscape 2013 Geraud Montigny
Social media landscape 2013 Geraud Montigny
Social media landscape 2013 Geraud Montigny
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Social media landscape 2013 Geraud Montigny

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Social media landscape 2013

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Social media landscape 2013 Geraud Montigny

  1. 1. Social Media Landscape 25/02/13 gmontigny@gmail.comGeraud Montigny
  2. 2. “Social media is an umbrella term that defines the various activities thatintegrate technology, social interaction,and the construction of words, pictures, videos and audio.”
  3. 3. “Social media is the onlineapplications, platforms and media which aim to facilitate theinteraction, collaboration and the sharing of content.”
  4. 4. What increases your level of trust when purchasing a product or service?Source: Nielsen Global Trust In Advertising Survey / Base: All respondents from 47 countries.
  5. 5. Consumer opinions online are highly valued and trustedRecommendations from consumers 78% Newspapers 63% Consumer opinions posted online 61% Brand Websites 60% Magazines 56% TV 56% Radio 54% Email I signed up for 49% Brand sponsorships 49% Ads before movies 38% Which source(s) do you trust for information about products and services? 34% Search engine ads Online banner ads 26% Text ads on mobile phones 18%Source: Nielsen Global Trust In Advertising Survey / Base: All respondents from 47 countries.
  6. 6. SOCIAL MEDIA HAS BECOME UBIQUITOUS
  7. 7. 184 million bloggers 73% of active online users have read a blog 45% have started their own blog 57% have joined a social network 55% have uploaded photos 83% have watched video clips 39% subscribe to an RSS feedSource: Universal McCann Comparative Study on Social Media Trends April 2008
  8. 8. SOCIAL MEDIA IS COUNTER- INTUITIVE TOCOMMUNICATIONS MEDIA
  9. 9. COMMUNICATIONS SOCIAL MEDIA MEDIASpace defined by Media Owner Space defined by Consumer Brand in control Consumer in co-controlOne way / Delivering a message Two way / Being a part of a conversation Repeating the message Adapting the message/ beta Focused on the brand Focused on the consumer / Adding value Entertaining Influencing, involving Company created content User created content / Co-creationSource: ‘What’s Next in Media’ by Neil Perkin
  10. 10. social networks blogs1 dialogue/self- wikis expression video sharing photo sharing social bookmarking social recommendations message boards instant messaging virtual worlds networked gaming (mmpog) mososo
  11. 11. mobile web mobile applications sms/mms2 on demand mobile video mobile gaming video on demand iQ/tivo/dvr podcasting two-screening three-screening
  12. 12. email subscriptions personal pages rss3 personal atom desktop widgets browser widgets social filters badges skins niches versus hits
  13. 13. another source of data!!!
  14. 14. Stages in Internet use Becoming a lead contributor to an online community Creating your Making posts to (e.g., regular posts, own radio Creating your an online moderator) and/or TV own IM / chat message channel room avatar board/blogs Setting up email Posting your Writing your own forwarding group profile on a blog/newsletter for “joke” emails IM Visiting an community site Internet chat Setting up Signing up for Building your room Browsing personal news email Email own website dating / views/alerts newsletter Uploading Regularly “friends” sites reading news photos to Communication / album site online Community Sharing iTunes Selling Using Google to Web surfing Listening to playlists something on Buying research Ebay something on Entertainment / Internet radio Information / Ebay Personal Research / Everyday Tasks Expression Playing viral Watching Booking a games that Video Regularly streaming chat/Webcams flight online Buying a were emailed shopping for Visiting video book/CD groceries online websites from Amazon others have Internet recommended Downloading Joining an online banking music RPG community Joining an Internet (e.g., Bookmarking your SimsOnline) payment service Downloading own library of (e.g., Paypal) Basic “favourite” sites games Subscribing to online movie service Experienced EnthusiastSource: Isobar
  15. 15. The Participation Pyramid – cumulative activities Publish web pages Publish a blog Creators Upload videos to sites like YouTube Comment on blogs Post ratings & reviews Critics Use social networking sites Use RSS Collectors Tag web pages Read blogs Couch potatoes Watch peer-generated videos Listen to podcasts None of these activities Source: The Impact Of Emerging Technology On Consumer Behavior And Marketing Strategy – Forrester
  16. 16. Ladder of Participation Publish a blog Publish your own Web pages Upload video you created Creators Upload audio/music you createdTaken together, these Write articles or stories and post themgroups make up the Post ratings/reviews of products/servicesecosystem that forms the Critics Comment on someone else’s blog Contribute to online forumsworld of user-generated Contribute to/edit articles in a wikiand user-filtered content Collectors Use RSS feeds Add “tags” to Web pages or photosBy examining how they “Vote” for Web sites onlineare represented in any Joiners Maintain profile on a social networking sitetarget audience, Visit social networking sitesstrategists can determine Spectators Read blogswhich sorts of strategies Watch video from other users Listen to podcastsmake sense to reach Read online forums Read customer ratings/reviewstheir customers Inactives None of the above
  17. 17. Key roles and their social media objectives Roles Social Media Objectives Research Listening Marketing Engaging Sales Energising Support Supporting Development Embracing
  18. 18. The four-step approach to the social media P People Assess your customers’ social media activities (Ladder of Engagement) O Objectives Decide what you want to accomplish (Listening, Engaging, Energising, Supporting, Embracing) S Strategy Plan a relationship-based, evolving or continuous strategy T Technology Decide which social technologies to useSource: groundswell.forrester 2008
  19. 19. • Consider that social Awareness media networks today Consideration may be proving more fertile for initiatives Research about consideration, Trial changing attitudes, Purchase CRM rather than Post Purchase Experience Repeat Purchase awareness, frequency Advocate and reach
  20. 20. Objectives are the key to successful social media strategy
  21. 21. Thankyou:=) Geraud Montigny Digital Strategist +61(0)449006017

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