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The Social Challenge
• 93% of social media users believe a company
should have a presence
– Cone, Business in Social Media Study, September 200...
The Social Challenge
1,418,100 Facebook accounts in Ireland:
(847k active daily users)
Boards.ie 5,197,049 visitors - Jan ...
Source: Wave5 Report, 2010
The Social Challenge
The web is changing.
It’s no longer just a place for information seeking and shopping but a platform
where connections are...
Creators
Critics
Collectors
Joiners
Spectators
Publish a blog
Publish your own Web pages
Upload video you created
Upload a...
It’s essential for brands to understand why and where
different groups of consumers participate in this new
world.
Underst...
It Pays Off
Source: The Marketing Savant Group
It Pays Off
The relationship is apparent and significant:
socially engaged companies are in fact more financially
successf...
There Needs to be a Strategy
Source: Wave5 Report, 2010
Its not enough to
just listen
You need to engage
Addressing the Social Challenge
Understand
how and why
people use
social media
Map the
Social
Landscape
of the
category
yo...
Social medianov2010
Social medianov2010
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Social medianov2010

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Social medianov2010

  1. 1. The Social Challenge
  2. 2. • 93% of social media users believe a company should have a presence – Cone, Business in Social Media Study, September 2008 • 66% of the global internet population visit social networks – Nielsen, Global Faces & Networked Places, 2009 • Time spent on Social Networks is growing at 3 times the overall internet rate – Nielsen, Global Faces & Networked Places, 2009 The Social Challenge
  3. 3. The Social Challenge 1,418,100 Facebook accounts in Ireland: (847k active daily users) Boards.ie 5,197,049 visitors - Jan – April 2010 (98,213,363 page views) 150,000 Twitter users in Ireland 25,000 Irish LinkedIn accounts Source: Smallbusinesscan.com April 2010
  4. 4. Source: Wave5 Report, 2010 The Social Challenge
  5. 5. The web is changing. It’s no longer just a place for information seeking and shopping but a platform where connections are made, information and opinion exchanged. The new social web makes different demands on both consumers and companies. Consumers are not merely finding, they are: Contributing, commenting, writing, uploading pictures, videos, creating regular status updates and live streaming their every day happenings. The Social Challenge
  6. 6. Creators Critics Collectors Joiners Spectators Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above Inactives neither create nor consumer social content of any kind Groups include people participating in at least one of the activities monthly. The Social Technographics™ Ladder Spectators consumer social content including blogs, user-generated video, podcasts, forums, or reviews Joiners connect in social networks like MySpace and Facebook Collectors organize content for themselves or others using RSS feeds, tags, and voting sites like Digg.com Creators make social content go. They write blogs or upload video, music, or text. Critics respond to content from others. They post reviews, comment on blogs, participate in forums, and edit wiki articles.
  7. 7. It’s essential for brands to understand why and where different groups of consumers participate in this new world. Understand this and brands can create campaigns, messages and communities that consumers want to be part of, spreading the message far and wide much more effectively Source: Wave5 Report, 2010 The Social Challenge
  8. 8. It Pays Off Source: The Marketing Savant Group
  9. 9. It Pays Off The relationship is apparent and significant: socially engaged companies are in fact more financially successful. So now we know it pays to be social, but it is important to note that by “social,” we’re talking about deep engagement, not merely having a presence. Source: Altimiter ENGAGEMENTdb study
  10. 10. There Needs to be a Strategy Source: Wave5 Report, 2010
  11. 11. Its not enough to just listen You need to engage
  12. 12. Addressing the Social Challenge Understand how and why people use social media Map the Social Landscape of the category you are operating in and where your consumers fit in the landscape Identify the Social needs of the consumer Identify the platforms that best meet those needs Strategy Source: Wave5 Report, 2010

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