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Bottree
Digital
Bottree   Strategy   Search   Social   Splatter   Sponsor   Scrutiny
Bottree   Strategy   Search   Social   Splatter   Sponsor   Scrutiny
© Bottree Digital

Bottree   Strategy   Search   Social   Splatter   Sponsor   Scrutiny
Seller / Producer of
                                                                               The MONOLOGUE
        ...
[Infinite]
                                  PRE-SOCIAL WEB
                                               Vertical
      ...
Objections to Social Media Use & Implementation
                      Source: Marketing Sherpa Survey, 2008
     Lack of k...
SOCIAL = INTERACTION
                      SOCIAL = DIALOGUE



Bottree   Strategy   Search   Social   Splatter   Sponsor ...
Bottree   Strategy   Search   Social   Splatter   Sponsor   Scrutiny
Bottree   Strategy   Search   Social   Splatter   Sponsor   Scrutiny
Bottree   Strategy   Search   Social   Splatter   Sponsor   Scrutiny
What is social media?
             Online applications, platforms and
                media which aim to facilitate
      ...
Bottree   Strategy   Search   Social   Splatter   Sponsor   Scrutiny
Bottree   Strategy   Search   Social   Splatter   Sponsor   Scrutiny
Collaboration
                                          Multimedia
          Communication


                             ...
Bottree   Strategy   Search   Social   Splatter   Sponsor   Scrutiny
Source: Rohit Bhargava

Bottree   Strategy   Search   Social   Splatter   Sponsor   Scrutiny
Bottree   Strategy   Search   Social   Splatter   Sponsor   Scrutiny
Source: Kyle Lacy, 20 Reasons Why You Can’t Ignore Social, based on Universal McCann, Wave3, March 2008


Bottree     Stra...
Source: Kyle Lacy, 20 Reasons Why You Can’t Ignore Social, based on Universal McCann, Wave3, March 2008


Bottree     Stra...
Top Five Online 'Sectors'
                                              Source: Neilsen Online, March 2009

              ...
Source: Yamini Purohit & Jon E. Warren, MaRS, Business of Social Networking. Original Source: IT World Canada


Bottree   ...
Source: Yamini Purohit & Jon E. Warren, MaRS, Business of Social Networking


Bottree     Strategy       Search         So...
quot;Which of the following have you ever done?quot;
                                        Daily        Weekly          ...
Bottree   Strategy   Search   Social   Splatter   Sponsor   Scrutiny
Bottree   Strategy   Search   Social   Splatter   Sponsor   Scrutiny
IT’S THE FUTURE
     Sources, Chris Brogan, 12 Ways to Sell Socia Media to Your Boss
     Traffikd, 13 Reasons Why Social ...
Social Site Users, Top 10 Countries
                                           (% of Internet Users)

                    ...
Creator              Critic      Collector          Joiner                Spectator
   (13%)               (19%)        (1...
Bottree   Strategy   Search   Social   Splatter   Sponsor   Scrutiny
Reasons to Use Social Networking Sites
                                            November 2008 (%)
                     ...
Media Used In Social Networking
                                             % of Social     % of Non-Networkers
         ...
Use of Social Media                          Experience & Social Media Plans
                      Yes   No
              ...
Source: Michael Stelzner, Social Media Marketing Industry Report
Bottree      Strategy   Search      Social    Splatter   ...
Source: Michael Stelzner, Social Media Marketing Industry Report

Bottree      Strategy   Search      Social    Splatter  ...
Bottree   Strategy   Search   Social   Splatter   Sponsor   Scrutiny
Traditional Brands                            Social Brands
                         Brand in Control                   Au...
Source: Blue State Digital, Exploring the Obama Juggernaut, IAB Canada, MIXX 2009


Bottree     Strategy       Search     ...
Source: Clickz, Ten Motivators That Inspire Action

Bottree   Strategy    Search      Social    Splatter   Sponsor   Scrut...
Bottree   Strategy   Search   Social   Splatter   Sponsor   Scrutiny
“Which tactic do you plan to use to market your message?”




          Source: Michael Stelzner, Social Media Marketing I...
Bottree   Strategy   Search   Social   Splatter   Sponsor   Scrutiny
Bottree   Strategy   Search   Social   Splatter   Sponsor   Scrutiny
Bottree   Strategy   Search   Social   Splatter   Sponsor   Scrutiny
Source: Chris Lake, econsultancy, 10 Ways to Measure Social Media Success
    Source: Avinash Kaushik, Tips for Measuring ...
Source: Chris Lake, econsultancy, 10 Ways to Measure Social Media Success
    Source: Avinash Kaushik, Tips for Measuring ...
Awareness                           Consideration                        Purchase

           • Monologue                 ...
Bottree   Strategy   Search   Social   Splatter   Sponsor   Scrutiny
Bottree   Strategy   Search   Social   Splatter   Sponsor   Scrutiny
Bottree   Strategy   Search   Social   Splatter   Sponsor   Scrutiny
Bottree   Strategy   Search   Social   Splatter   Sponsor   Scrutiny
Bottree   Strategy   Search   Social   Splatter   Sponsor   Scrutiny
Bottree   Strategy   Search   Social   Splatter   Sponsor   Scrutiny
Bottree   Strategy   Search   Social   Splatter   Sponsor   Scrutiny
Social 101 Final Slideshare
Social 101 Final Slideshare
Social 101 Final Slideshare
Social 101 Final Slideshare
Social 101 Final Slideshare
Social 101 Final Slideshare
Social 101 Final Slideshare
Social 101 Final Slideshare
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Social 101 Final Slideshare

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This is a copy of the presentation that I provided at the Social Media Summit in Toronto on April 27,2009. If you have questions, feedback or notice that any of the sources are not properly identified (I tried to catch them all), please notify me.

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Social 101 Final Slideshare

  1. 1. Bottree Digital
  2. 2. Bottree Strategy Search Social Splatter Sponsor Scrutiny
  3. 3. Bottree Strategy Search Social Splatter Sponsor Scrutiny
  4. 4. © Bottree Digital Bottree Strategy Search Social Splatter Sponsor Scrutiny
  5. 5. Seller / Producer of The MONOLOGUE “Goods” Mass Mis-Commnucation Mass Marketing Agency / Marketer Media / Content Consumer Bottree Strategy Search Social Splatter Sponsor Scrutiny
  6. 6. [Infinite] PRE-SOCIAL WEB Vertical Portals Sites Range of Options Banner Exchanges TRADITIONAL MEDIA TV Print MSM has yet to enter this region Radio Outdoor [Small] [MSM] Content Suppliers [People] Original Source: Bottree Strategy Search Social Splatter Sponsor Scrutiny http://flickr.com/photos/morikenstyle/106306545
  7. 7. Objections to Social Media Use & Implementation Source: Marketing Sherpa Survey, 2008 Lack of knowledgeable staff Inability to measure ROI Lack of funding Management resistance Technical complexity Not relevant to our market 0% 10% 20% 30% 40% 50% Bottree Strategy Search Social Splatter Sponsor Scrutiny
  8. 8. SOCIAL = INTERACTION SOCIAL = DIALOGUE Bottree Strategy Search Social Splatter Sponsor Scrutiny
  9. 9. Bottree Strategy Search Social Splatter Sponsor Scrutiny
  10. 10. Bottree Strategy Search Social Splatter Sponsor Scrutiny
  11. 11. Bottree Strategy Search Social Splatter Sponsor Scrutiny
  12. 12. What is social media? Online applications, platforms and media which aim to facilitate interaction, collaboration and sharing of content Bottree Strategy Search Social Splatter Sponsor Scrutiny
  13. 13. Bottree Strategy Search Social Splatter Sponsor Scrutiny
  14. 14. Bottree Strategy Search Social Splatter Sponsor Scrutiny
  15. 15. Collaboration Multimedia Communication Answers Audio Aggregator Bookmarking Photo Blog Expertise Video Events News MicroBlog Opinion Networking Source/Credit: Joselin Mane, www.litbel.com Wikis Bottree Strategy Search Social Splatter Sponsor Scrutiny
  16. 16. Bottree Strategy Search Social Splatter Sponsor Scrutiny
  17. 17. Source: Rohit Bhargava Bottree Strategy Search Social Splatter Sponsor Scrutiny
  18. 18. Bottree Strategy Search Social Splatter Sponsor Scrutiny
  19. 19. Source: Kyle Lacy, 20 Reasons Why You Can’t Ignore Social, based on Universal McCann, Wave3, March 2008 Bottree Strategy Search Social Splatter Sponsor Scrutiny
  20. 20. Source: Kyle Lacy, 20 Reasons Why You Can’t Ignore Social, based on Universal McCann, Wave3, March 2008 Bottree Strategy Search Social Splatter Sponsor Scrutiny
  21. 21. Top Five Online 'Sectors' Source: Neilsen Online, March 2009 Dec-08 Dec-07 86% Search 85% General Interest - Portals & Communities 73% Software Sites 67% Member Communities (blogs, social nets) 65% Email Bottree Strategy Search Social Splatter Sponsor Scrutiny
  22. 22. Source: Yamini Purohit & Jon E. Warren, MaRS, Business of Social Networking. Original Source: IT World Canada Bottree Strategy Search Social Splatter Sponsor Scrutiny
  23. 23. Source: Yamini Purohit & Jon E. Warren, MaRS, Business of Social Networking Bottree Strategy Search Social Splatter Sponsor Scrutiny
  24. 24. quot;Which of the following have you ever done?quot; Daily Weekly Monthly Watch video clips online 22% 37% 16% Read blogs 21% 27% 11% Visit a friend's social network page 22% 25% 10% Share a video clip with a friend 13% 24% 12% Visit a photo sharing site 13% 21% 14% Manage profile on existing social network 17% 18% 11% Upload photos to a photo sharing site 8% 15% 13% Download a podcast 7% 16% 8% Post/write stories for my own blog 9% 12% 5% Upload video clip to video sharing site 7% 11% 7% Source, Universal McCann, Social Media Research Wave 3 Bottree Strategy Search Social Splatter Sponsor Scrutiny
  25. 25. Bottree Strategy Search Social Splatter Sponsor Scrutiny
  26. 26. Bottree Strategy Search Social Splatter Sponsor Scrutiny
  27. 27. IT’S THE FUTURE Sources, Chris Brogan, 12 Ways to Sell Socia Media to Your Boss Traffikd, 13 Reasons Why Social is Worth Your Time Bottree Strategy Search Social Splatter Sponsor Scrutiny
  28. 28. Social Site Users, Top 10 Countries (% of Internet Users) Sept 2008 Sept 2007 86.5% Canada 85.3% Brazil 78.4% UK 73.0% Mexico 70.7% Spain 70.2% US 67.5% Australia 65.5% Germany 62.2% Italy 61.3% Netherlands 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% Source: emarketer, Survey of Top Social Site Users, by Country, Sept 2008 Bottree Strategy Search Social Splatter Sponsor Scrutiny
  29. 29. Creator Critic Collector Joiner Spectator (13%) (19%) (15%) (19%) (33%) Bottree Strategy Search Social Splatter Sponsor Scrutiny
  30. 30. Bottree Strategy Search Social Splatter Sponsor Scrutiny
  31. 31. Reasons to Use Social Networking Sites November 2008 (%) (Source: JP Morgan, 2008 Consumer Survey, Jan 2009) 78% Keep in touch with friends 51% Reconnect with old friends 37% Share photographs 30% Meet new people 18% Plan social events 15% Share/find music 14% Play games 11% Career networking Bottree Strategy Search Social Splatter Sponsor Scrutiny
  32. 32. Media Used In Social Networking % of Social % of Non-Networkers Medium Networkers (Approximate) Email 95% 90% IM 61 25 Texting 50 18 Forum/Discussion Board 29 5 Blog 29 3 Chat room 17 4 VoIP 12 4 Video conferencing 11 2 Micro-blogging 4 1 Source: Netpop Connect Social Networkers US, December 2008 Bottree Strategy Search Social Splatter Sponsor Scrutiny
  33. 33. Use of Social Media Experience & Social Media Plans Yes No 4% 1% Just getting started 12% 28% A few months 23% A few years No experience, but plan to use 88% No plans 44% Source: Michael Stelzner, Social Media Marketing Industry Report Bottree Strategy Search Social Splatter Sponsor Scrutiny
  34. 34. Source: Michael Stelzner, Social Media Marketing Industry Report Bottree Strategy Search Social Splatter Sponsor Scrutiny
  35. 35. Source: Michael Stelzner, Social Media Marketing Industry Report Bottree Strategy Search Social Splatter Sponsor Scrutiny
  36. 36. Bottree Strategy Search Social Splatter Sponsor Scrutiny
  37. 37. Traditional Brands Social Brands Brand in Control Audience/Consumer in Control Organization creates content Users create content Repetition Adaptation Educating Influencing Solicit customers Make friends Sell to cold prospects Network with happy customers Monologue Dialogue (listen more, talk less) Incentivize frequent purchase Reward engagement Do well Do good Send mass email Message friends and fans Target demos Seek shared interests 9-5 Leave the porch light on YourAgency Strategy Search Social Splatter Sponsor Scrutiny
  38. 38. Source: Blue State Digital, Exploring the Obama Juggernaut, IAB Canada, MIXX 2009 Bottree Strategy Search Social Splatter Sponsor Scrutiny
  39. 39. Source: Clickz, Ten Motivators That Inspire Action Bottree Strategy Search Social Splatter Sponsor Scrutiny
  40. 40. Bottree Strategy Search Social Splatter Sponsor Scrutiny
  41. 41. “Which tactic do you plan to use to market your message?” Source: Michael Stelzner, Social Media Marketing Industry Report Bottree Strategy Search Social Splatter Sponsor Scrutiny
  42. 42. Bottree Strategy Search Social Splatter Sponsor Scrutiny
  43. 43. Bottree Strategy Search Social Splatter Sponsor Scrutiny
  44. 44. Bottree Strategy Search Social Splatter Sponsor Scrutiny
  45. 45. Source: Chris Lake, econsultancy, 10 Ways to Measure Social Media Success Source: Avinash Kaushik, Tips for Measuring Success of Your Blog Bottree Strategy Search Social Splatter Sponsor Scrutiny
  46. 46. Source: Chris Lake, econsultancy, 10 Ways to Measure Social Media Success Source: Avinash Kaushik, Tips for Measuring Success of Your Blog Bottree Strategy Search Social Splatter Sponsor Scrutiny
  47. 47. Awareness Consideration Purchase • Monologue • “Not buying • Final sale today” • Repetition • Online: • Seeking info Transactions • Online: impressions • Online: Visits & Leads Purchase to Use Use to Opinion Opinion to Talk • Eg. Bought but • What does it take to • “Facilitate the boxed get people to talk sharing, participate about your with caring” • Downloaded, but product/service? not in use Bottree Strategy Search Social Splatter Sponsor Scrutiny
  48. 48. Bottree Strategy Search Social Splatter Sponsor Scrutiny
  49. 49. Bottree Strategy Search Social Splatter Sponsor Scrutiny
  50. 50. Bottree Strategy Search Social Splatter Sponsor Scrutiny
  51. 51. Bottree Strategy Search Social Splatter Sponsor Scrutiny
  52. 52. Bottree Strategy Search Social Splatter Sponsor Scrutiny
  53. 53. Bottree Strategy Search Social Splatter Sponsor Scrutiny
  54. 54. Bottree Strategy Search Social Splatter Sponsor Scrutiny

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