Trends and benefits of social media/networking  Steve Virgin, Media Focus UK Media Focus UK – Strategic Intelligence in a ...
What is social media The 1:9:90 Rule It is no longer new...it’s natural...as everyone is online Making money from social m...
Social  implies the interaction of individuals within a group or community. Media  generally refers to advertising and the...
http://www.internetworldstats.com/stats.htm Media Focus UK – Strategic Intelligence in a Digital World Social media, Consu...
Social Media Users  |  Who are they? <ul><li>Creators </li></ul><ul><ul><li>Publish a blog/own websites </li></ul></ul><ul...
90-9-1 Principle: The Inequality of the Web Source: Jakob Nielsen -  Participation Inequality: Encouraging More Users to C...
The net is no longer ‘new’ it is natural <ul><li>We did all this before –  we now do it digitally  </li></ul><ul><li>We ar...
Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis <ul><li>Fa...
Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis <ul><li>Sh...
Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis <ul><li>If...
Threadless http://www.collective-e.com/blog/business-model-works-threadless-generated-10-million-profit-30-million-sales M...
Dell makes millions via Twitter http://www.techwatch.co.uk/2009/12/09/dell-makes-millions-via-twitter/ Media Focus UK – St...
Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis <ul><li>Ma...
Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis <ul><li>Th...
Heineken – new ways of message penetration http://www.youtube.com/watch?v=hzlVyCgZBdY   Media Focus UK – Strategic Intelli...
http://mashable.com/2009/09/22/social-media-business/ Media Focus UK – Strategic Intelligence in a Digital World Social me...
Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis <ul><li>So...
Social media is ‘cool’ in terms of CSR http://mashable.com/2009/12/16/telstra-social-media/ Media Focus UK – Strategic Int...
Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis Many thank...
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Trends &amp; Benefits Of Social Networking Burges Salmon Talk April 11

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Presentation on benefits of social media - part of Burges Salmon group introducing the benefits and pitfalls of social media from a legal perspective

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  • 1%,9%,90% 3 to 11 rule: positive experience shared with 3 people, negative with 11
  • User participation often more or less follows a 90-9-1 rule : 90% of users are lurkers (i.e., read or observe, but don&apos;t contribute). 9% of users contribute from time to time , but other priorities dominate their time. 1% of users participate a lot and account for most contributions : it can seem as if they don&apos;t have lives because they often post just minutes after whatever event they&apos;re commenting on occurs. The problem is that the overall system is not representative of average Web users. On any given user-participation site, you almost always hear from the same 1% of users, who almost certainly differ from the 90% you never hear from. 90% of users are the “audience”, or lurkers. The people tend to read or observe, but don’t actively contribute. 9% of users are “editors”, sometimes modifying content or adding to an existing thread, but rarely create content from scratch. 1% of users are “creators”, driving large amounts of the social group’s activity. More often than not, these people are driving a vast percentage of the site’s new content, threads, and activity. Inequality on the Web There are about 1.1 billion Internet users , yet only 55 million users (5%) have weblogs according to Technorati. Worse, there are only 1.6 million postings per day ; because some people post multiple times per day, only 0.1% of users post daily . Blogs have even worse participation inequality than is evident in the 90-9-1 rule that characterizes most online communities. With blogs, the rule is more like 95-5-0.1. Inequalities are also found on Wikipedia, where more than 99% of users are lurkers. According to Wikipedia&apos;s &amp;quot;about&amp;quot; page , it has only 68,000 active contributors, which is 0.2% of the 32 million unique visitors it has in the U.S. alone.
  • Trends &amp; Benefits Of Social Networking Burges Salmon Talk April 11

    1. 1. Trends and benefits of social media/networking Steve Virgin, Media Focus UK Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis
    2. 2. What is social media The 1:9:90 Rule It is no longer new...it’s natural...as everyone is online Making money from social media New ways of communicating Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis
    3. 3. Social  implies the interaction of individuals within a group or community. Media  generally refers to advertising and the communication of ideas or information through publications/channels.  Taken together,  social media  simply refers to content generated and sustained by the interpersonal interaction of individuals through a specific medium or tool – for the purposes of today’s presentation Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis
    4. 4. http://www.internetworldstats.com/stats.htm Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis <ul><li>One in three on planet use internet </li></ul><ul><li>Just under 2bn people </li></ul><ul><li>Europe 60% penetration </li></ul><ul><li>USA 78% penetration </li></ul><ul><li>Africa 11% - growing 2,357% annually </li></ul><ul><li>Latin America 35% - growing 179% </li></ul><ul><li>Middle East 30% - growing 1,825% </li></ul>
    5. 5. Social Media Users | Who are they? <ul><li>Creators </li></ul><ul><ul><li>Publish a blog/own websites </li></ul></ul><ul><ul><li>Upload original audio/video content </li></ul></ul><ul><ul><li>Compose articles or stories and post them </li></ul></ul><ul><li>Critics </li></ul><ul><ul><li>Post ratings and/or reviews </li></ul></ul><ul><ul><li>Comment on editorial news and/or blogs </li></ul></ul><ul><ul><li>Contribute to forums and/or wikis </li></ul></ul><ul><li>Spectators </li></ul><ul><ul><li>Read blogs, forums, ratings and/or reviews </li></ul></ul><ul><ul><li>Watch videos and/or listen to podcasts </li></ul></ul>Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis
    6. 6. 90-9-1 Principle: The Inequality of the Web Source: Jakob Nielsen - Participation Inequality: Encouraging More Users to Contribute Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis
    7. 7. The net is no longer ‘new’ it is natural <ul><li>We did all this before – we now do it digitally </li></ul><ul><li>We are doing it faster </li></ul><ul><li>We feel empowered </li></ul><ul><li>We are part of a wider audience </li></ul><ul><li>We want to be valued </li></ul><ul><li>We want to be listened to </li></ul><ul><li>Our expectations on service are the highest they have ever been </li></ul>Source: TNS Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis
    8. 8. Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis <ul><li>Fan-driven page for Coca Cola </li></ul><ul><li>Subsequently adopted by the company </li></ul><ul><li>Site has 22.5m fans as of 20/02/11 </li></ul>
    9. 9. Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis <ul><li>Share price tumbled by around 10% costing the company (at least initially) around $180m </li></ul>http://www.seoptimise.com/blog/2009/07/united-airlines-lose-millions-youtube.html <ul><li>Don’t take customer complaints seriously enough! </li></ul><ul><li>They can hurt you in other ways too </li></ul><ul><li>Video for song has had more than 6m views & 40,000 5 Star ratings </li></ul>
    10. 10. Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis <ul><li>If you don’t manage social media sites, activists will do it for you </li></ul><ul><li>And if you annoy customers or users in some way </li></ul><ul><li>They’ll hijack your brand and return the compliment </li></ul>
    11. 11. Threadless http://www.collective-e.com/blog/business-model-works-threadless-generated-10-million-profit-30-million-sales Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis <ul><li>An astonishing profit ratio for this business model </li></ul><ul><li>$10m profit from $30m in sales </li></ul><ul><li>You design your own T-shirt </li></ul><ul><li>Community votes on best ones </li></ul><ul><li>Company prints them </li></ul>
    12. 12. Dell makes millions via Twitter http://www.techwatch.co.uk/2009/12/09/dell-makes-millions-via-twitter/ Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis <ul><li>Just another ‘sales channel’ </li></ul><ul><li>Cheaper to run </li></ul><ul><li>Can pass on cost to consumer </li></ul><ul><li>Delivery & quality of goods key </li></ul><ul><li>But making money from a new channel </li></ul>
    13. 13. Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis <ul><li>Many channels </li></ul><ul><li>A lot of noise </li></ul><ul><li>Potential to do a lot of good + a lot of harm </li></ul>
    14. 14. Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis <ul><li>The potential audiences for good content are now greater than they have ever been </li></ul>
    15. 15. Heineken – new ways of message penetration http://www.youtube.com/watch?v=hzlVyCgZBdY Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis <ul><li>Viral campaign </li></ul><ul><li>Handed out widgets for users to use on their ‘friends’ sites to match friends to these viral characters </li></ul><ul><li>Message spread faster, recall higher than ever was through a paid for research campaign and promotion route </li></ul>
    16. 16. http://mashable.com/2009/09/22/social-media-business/ Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis <ul><li>The route to top class customer service is often ridiculously simple </li></ul><ul><li>Talk to them, listen & respond </li></ul>
    17. 17. Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis <ul><li>Social media is not a new channel to reach consumers, </li></ul><ul><li>It is a channel they will use to learn about you, discuss what you do </li></ul><ul><li>And they will contact you in seconds </li></ul>
    18. 18. Social media is ‘cool’ in terms of CSR http://mashable.com/2009/12/16/telstra-social-media/ Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis
    19. 19. Media Focus UK – Strategic Intelligence in a Digital World Social media, Consultancy, Reporting, Media Analysis Many thanks for listening For further information: [email_address] Follow me on Twitter: @MediaFocus or @BarkingBirdy

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