Nova media - Vyuziti pro komunikaci a PR

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Nova media - Vyuziti pro komunikaci a PR

  1. 1. Nová media – využití pro komunikaci a PR Jaroslav Cír Připraveno pro seminář „Nové nástroje pro rozvoj v neziskovém sektoru“, 1.12. 2008 Perfect Crowd s.r.o. Osadní 35 Praha 7, Holešovice Czech Republic info@perfectcrowd.cz
  2. 2. We have moved beyond the world of traditional media and traditional research towards…
  3. 3. …. a world that is connected beyond time and geographical space
  4. 4. What is Social Media?
  5. 5. Huge global players, huge numbers 115m per month 300m per month 123m per month 25m per month 18bn mins per 28bn mins per 24bn mins per 4bn mins per month month month month Source: Comscore Worldwide June 2008
  6. 6. Focus on Facebook Facebook’s Mission Give people the power to share and make the world more open and connected
  7. 7. Facebook growth continues •More than 100 million active users 100 M
  8. 8. In Diverse Markets •No longer just a U.S. site US Other 32% 39% UK Australia Turkey 12% 4% Canada 4% 9% US UK Canada Turkey Australia Other September 2006 September 2008
  9. 9. Who are these active users? Fastest Growing: 25-34 year olds Source: Internal Facebook
  10. 10. Facebook Growth & Demographics: Czech Republic 128k Source: Facebook Internal Oct 2008
  11. 11. Czech Republic’s Facebook Audience *128k monthly active users* *48% of users log into Facebook daily* *17% Month on Month Growth (Sept-Oct)* *173% Growth since January 1st 2008*
  12. 12. Pulse Data: Czech Republic (By Age) 25-34 Top Interests Top Movies Top TV Top Books Age 25 – 34 Age 25 – 34 Age 25 – 34 Age 25 – 34 Music Pulp Fiction Friends Harry Potter Travelling Forrest Gump Lost 1984 Movies Love Actually The Simpsons Lord of the Rings Reading Fight Club Red Dwarf Bible Photography American Beauty Prison Break Terry Pratchett Sport Star Wars Futurama The Alchemist Books Lost in Translation Heroes Milan Kundera Art The Unbearable Matrix IT Crowd Lightness of Being Facebook, Inc. confidential – do not distribute
  13. 13. Marketers become part of conversation Targeted Insights Ads News feed
  14. 14. Marketers become part of conversation Tools for communication Pages Applications Targeted Events Insights Ads Share And More… News feed
  15. 15. Driving Traffic and Driving Engagement Driving Driving Traffic Engagement Driving Awareness Drive E-Commerce Building a Community Drive Footfall Research and Development Drive to Site / Microsite Product Launches and Life Cycle Drive Partner Business Recruitment and Retention
  16. 16. Facebook Ads today •Placements in new site design Home Page (Standard) Profile and Other Pages (Standard or Social)
  17. 17. Targeting Your Audience Total UK Audience Targeting by group or page
  18. 18. Introducing Engagement Ads Users engage with ads the same way they do w/ other content Common activities from across Facebook brought into ad
  19. 19. In-depth Reporting New Engagement Ad reporting gives further insights past just impressions including favourite TV Shows etc. of users who have clicked on the ads
  20. 20. SPOLUTVORBA COMPANY INNOVATION INFORMATION & CONTENT & INPUT BETTER BRANDS CONSUMERS AGENCY INSIGHTS & IDEAS
  21. 21. CROWD SOURCING •
  22. 22. PRINCIPY SPOLUTVORBY initimita Spolutvůrci Tvůrčí a aktivní 10% Skupina občasných komentátorů, s občasnými podněty Komentátoři 20% Pasivní většina, která nicméně odpovídá na anketní dotazníky Pasivní většina 70% wom
  23. 23. TECHNOLOGIE, REKLAMA A SPOLUTVORBA TECHNOLOGIE MÉDIA OBSAH OBSAH JE DÍKY TECHNOLOGIÍM „OSVOBOZEN“, JE DOTVÁŘEN A PŘETVÁŘEN
  24. 24. In this new world of connectivity, Rexona is connecting with women in a radically different way, that is direct, deep, open, immediate and real Understanding women 360° . Present Future Future facing insight into emerging tastes, attitudes & behaviour Instant access to global mainstream opinion WOW Blog N In depth, qualitative, online global community of leading edge Rexona consumers Connection with 3 million women worldwide
  25. 25. Project “Prowl” (portable Rexona) The product must be extremely well designed to appeal to modern women. We are receiving ideas from our WOW future shapers...
  26. 26. DIRECT CONNECTION INSTANT ACCESS TO CONSUMERS ANYTIME, ANYWHERE ON THE PLANET • access to a mass consumer panel of 6 million people (3 million of women and 3 million of men) around the world, through partnership with GMI • answers to simple questions provided in 24 hours! • successfully used to date for research on: • concepts • claims • ads • basic data • provide PR material
  27. 27. DIRECT CONNECTION AS A QUICK CHECK ON NEW CONCEPTS & DESIGN ROUTES Rexona Delicious: we have created engaging questionnaire and asked women in Russia, Brazil and UK about 2 design routes.
  28. 28. DIRECT CONNECTION AS PR AND MARKETING TOOL We asked women in the UK, Czech and Hungary questions about deos in an interesting way (We asked 100women in each country and the cost of the research was £650…and it took 3 days to complete…) quot;Imagine you are going on holiday and no more than three of the following products  fit into your luggage, what will you choose?quot; 82 Deodorant 68 64 30 Perfume 25 19 57 Shower gel 90 74 80 68 Shampoo 77 20 6 Lipstick 3 35 37 Face cream 52 0 10 20 30 40 50 60 70 80 90 100 CR Hungary Great Britain
  29. 29. We have held a press conference in Prague. The response from the media was impressive:“Can we go back to Europe without using deos?” Do the Czech women smell more than the UK women? FYZICKY
  30. 30. Thank you! QUANT QUAL QUANT Long Tale Café Osadní 35, Holešovice www.perfectcrowd.cz

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