<ul><li>66% of the global internet population visit social networks </li></ul><ul><ul><li>Nielsen, Global Faces & Networked Places, 2009 </li></ul></ul><ul><ul><li>Time spent on Social Networks is growing at 3 times the overall internet rate </li></ul></ul><ul><ul><li>Nielsen, Global Faces & Networked Places, 2009 </li></ul></ul><ul><li>93% of social media users believe a company should have a presence </li></ul><ul><ul><li>Cone, Business in Social Media Study, September 2008 </li></ul></ul>
“ We’re trying to humanize the brand ” “ On Social Networks our customers can complain or praise. And we can use it as a way to gauge how people are feeling”. Anamaria Irazabal, Brand Director, Pepsi
Brands are driving consumers from their websites to their social platforms
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 .
Inactives neither create nor consume social content of any kind The Social Technographics ™ Ladder Spectators consume social content including blogs, user-generated video, podcasts, forums, or reviews Joiners connect in social networks like Twitter 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. 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
Create A Social Culture Uses social media to engage people inside/outside to improve programmes, services, or reach communications goals Beth Kanter
Source: David Armano The Micro-Sociology of Networks It looks less like this …..
Source: The Micro-Sociology of Networks And more like this ….
1 858 180 Facebook accounts in Ireland 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
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
It Pays Off The relationship is apparent and significant : “ socially engaged companies are 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 .” Altimiter ENGAGEMENTdb study
Facebook Vomit ™ <ul><li>“ Thirty-six percent of respondents said they’ve unsubscribed from a brand page. Why? Because they lost interest in the brand, the page’s content came too frequently…” </li></ul><ul><li>( source AdWeek ) </li></ul>
New Pages Layout <ul><li>Login as Page or Profile –you can comment and like content on other Pages as a Page . </li></ul><ul><li>New layout mirrors Profiles - The tabs at the top of Pages are now located in the left-hand sidebar, under the main avatar, recent photos and information about your organization at the top (where tabs were located). </li></ul><ul><li>More relevance – Facebook Pages now have an “Everyone” filter on the wall that displays content in order of relevance. Content that a user’s friends have interacted with, followed by posts that have received the most feedback are displayed – with the most relevant content at the top. </li></ul>
while 74% of Deloitte Fast Tech 50 companies operated an official Twitter account…… … 43% of brands had never replied to a single tweet
<ul><li>The real value of Twitter is to keep the invisible lines of connection between us alive </li></ul><ul><li>Cory Doctrow @NFPTweetup </li></ul>
<ul><li>Beth Kanter </li></ul>Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit update.
Ultimately Create A Raving Fan isnt just a customer who is satisifed and content with how they have been treated. No, they are so excited about the way you treat them that they want to tell stories about you, become a part of your sales force