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Social Media Club Hawaii 5/14/10



               Social Media adoption


          Frank Hamm: background / context
       Survey: online / social media usage in PR
              German fnancial services
               Social Media in Germany
Frank Hamm

●   8 yrs in German Air Force
●   study of Business Administration
●   diferent jobs related to Information Technology
●   now Manager Public Relations at a German bank
●   study of Public Relations
●   blogger
     –   http://www.injelea.de (blog since 2005)
     –   http://twitter.com/fwhamm (since 2007)
●   more on: http://www.frank-hamm.com
    (mostly in German but with links)

Frank Hamm                 Social Media adoption   5/14/10 | page 2
(CC) BY
> Hawaiitwentyten
Hawaiitwentyten




 Frank Hamm         Social Media adoption   5/14/10 | page 3
 (CC) BY
Hawaiitwentyten

●   Vacation planned in November 2009 for April 2010
●   ad hoc decision to use Social Media for connecting to
    local people and organisations
●   in February 2010
     –   created Twitter account @hawaiitwentyten
     –   created Tumblog hawaiitwentyten
●   frst listened, then joined conversation




Frank Hamm                Social Media adoption     5/14/10 | page 4
(CC) BY
Pacifc Aviation Museum

●   Help from Pacifc Aviation Museum on Facebook




●   PacifcAviation
    on Twitter
Frank Hamm            Social Media adoption   5/14/10 | page 5
(CC) BY
'Ulalena

●   Twittered about forgotten reservation




●   received complimentary tickets for show
●   blogged about it

Frank Hamm              Social Media adoption   5/14/10 | page 6
(CC) BY

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Social Media Adoption

  • 1. Social Media Club Hawaii 5/14/10 Social Media adoption Frank Hamm: background / context Survey: online / social media usage in PR German fnancial services Social Media in Germany
  • 2. Frank Hamm ● 8 yrs in German Air Force ● study of Business Administration ● diferent jobs related to Information Technology ● now Manager Public Relations at a German bank ● study of Public Relations ● blogger – http://www.injelea.de (blog since 2005) – http://twitter.com/fwhamm (since 2007) ● more on: http://www.frank-hamm.com (mostly in German but with links) Frank Hamm Social Media adoption 5/14/10 | page 2 (CC) BY
  • 3. > Hawaiitwentyten Hawaiitwentyten Frank Hamm Social Media adoption 5/14/10 | page 3 (CC) BY
  • 4. Hawaiitwentyten ● Vacation planned in November 2009 for April 2010 ● ad hoc decision to use Social Media for connecting to local people and organisations ● in February 2010 – created Twitter account @hawaiitwentyten – created Tumblog hawaiitwentyten ● frst listened, then joined conversation Frank Hamm Social Media adoption 5/14/10 | page 4 (CC) BY
  • 5. Pacifc Aviation Museum ● Help from Pacifc Aviation Museum on Facebook ● PacifcAviation on Twitter Frank Hamm Social Media adoption 5/14/10 | page 5 (CC) BY
  • 6. 'Ulalena ● Twittered about forgotten reservation ● received complimentary tickets for show ● blogged about it Frank Hamm Social Media adoption 5/14/10 | page 6 (CC) BY
  • 7. Aviation ● I complained on Twitter about mobile check-in not working – Lufthansa contacted me via Twitter DM – It was my fault, Lufthansa helped to correct ● Iceland vulcan ashclouds – United Airlines, Lufthansa informed passengers on Twitter – Eurocontrol informed about closing/opening airports: Information on Twitter frst then on press release on website Frank Hamm Social Media adoption 5/14/10 | page 7 (CC) BY
  • 8. > Survey / Survey / PR PLUS PR PLUS Frank Hamm Social Media adoption 5/14/10 | page 8 (CC) BY
  • 9. Survey ● conducted November 2009 as part of Public Relations thesis at PR PLUS ● 302 participants – from Germany, Austria, Switzerland, – some of them only partly responded ● approx 80% people are part of the PR PLUS network (students, former students, professors, university lecturers ...) Frank Hamm Social Media adoption 5/14/10 | page 9 (CC) BY
  • 10. Survey: Summary ● PR people have widely but not completely adopted Social Media ● „Digital Generations Divide“ of generations ● „Digital Gender Divide“ Frank Hamm Social Media adoption 5/14/10 | page 10 (CC) BY
  • 11. > Video- und Bildportale Videos and Photos Frank Hamm Social Media adoption 5/14/10 | page 11 (CC) BY http://www.fickr.com/photos/fltran
  • 12. > Video and Photo Communities ● Video Communities – YouTube used at least weekly by almost 50% ● Photo Communities – Flickr and Picasa used at least weekly by almost 10% ● Creating content: 4% (videos) bzw. 2% (photos) Frank Hamm Social Media adoption 5/14/10 | page 12 (CC) BY
  • 13. >> Soziale Netzwerke Social Networks Frank Hamm Social Media adoption 5/14/10 | page 13 (CC) BY http://www.fickr.com/photos/drbeachvacation
  • 14. Social Networks (SN) ● Weekly Usage: – XING more than 60%, Facebook more than 40% – Other SN less than 10% ● 30% produce content (at least weekly) ● Age 20-29 – much more intense usage of SN (except wer-kennt-wen) – XING more than 70%, Facebook almost 60% weekly usage – StudiVZ/MeinVZ each approx 20% weekly usage Frank Hamm Social Media adoption 5/14/10 | page 14 (CC) BY
  • 15. Social Networks Social Networks: Age 40+ Social Networks: Age 20-29 100% = 101 100% = 60 100% 100% 9 90% 90% 29 80% 80% 23 8 70% 63 70% 37 17 44 60% 84 60% 2 86 90 19 53 54 55 55 98 97 97 98 7 50% 50% 59 40% 30 40% 11 9 30% 30% 28 5 20% 20% 24 3 17 5 6 25 6 10% 10% 11 3 0 1 6 10 2 2 10 8 1 5 2 1 5 1 0 3 5 1 3 3 1 1 2 2 2 2 2 0 1 0% 0 0 0 0 0% 0 Facebook wer-kennt-wen LinkedIn Lokalisten Facebook wer-kennt-wen LinkedIn Lokalisten XING StudiVZ MeinVZ MySpace Other XING StudiVZ MeinVZ MySpace Other daily weekly monthly seldom/not at all daily weekly monthly seldom / not at all Frank Hamm Social Media adoption 5/14/10 | page 15 (CC) BY
  • 16. >> Blogs/Twitter Blogs/Twitter Frank Hamm Social Media adoption 5/14/10 | page 16 (CC) BY http://www.fickr.com/photos/noelzialee
  • 17. > Blogs/Twitter ● blogs – almost 50% read blogs at least weekly – almost 20% write or comment at least weekly ● Twitter – more than 30% read on Twitter at least weekly – approx. 20% twitter at least weekly ● men are much more active than women Frank Hamm Social Media adoption 5/14/10 | page 17 (CC) BY
  • 18. Blogs/Twitter Blogs/Twitter 100% = 288 100% 90% 90 80% 158 70% 210 222 60% 59 seldom / not at all monthly weekly 50% daily 40% 33 70 30% 42 30 12 20% 21 69 26 10% 55 33 22 0% read blogs write / comment blogs read Twitter write Twitter Frank Hamm Social Media adoption 5/14/10 | page 18 (CC) BY
  • 19. >> Nachrichten Messages Frank Hamm Social Media adoption 5/14/10 | page 19 (CC) BY http://www.fickr.com/photos/happenstancephotos
  • 20. > Messages ● more than 90% use Email daily ● more than 50% use Social Networks at least weekly ● Skype more than 30%, IM almost 30%, Twitter DM more than 10% ● Age 20-29 – more intense usage: Social Networks, Instant Messaging, Twitter DM – Diference between age 20-29 and age 40+ ● Gender: men are more active than women Frank Hamm Social Media adoption 5/14/10 | page 20 (CC) BY
  • 21. Messages Send messages: Age 40+ Send messages: Age 20-29 100% 100% 2 4 0 0 7 5 9 90% 90% 80% 40 80% 26 9 52 70% 70% 39 45 60% 60% 88 91 17 20 50% 50% 90 53 15 14 40% 40% 30% 30% 5 29 23 10 6 20% 20% 22 6 10% 2 6 10% 10 6 15 1 9 12 4 7 3 3 0% 0% Social Networks Instant Messaging Social Networks Instant Messaging Email Skype Twitter DM Email Skype Twitter DM daily weekly monthly seldom / not at all daily weekly monthly seldom / not at all Frank Hamm Social Media adoption 5/14/10 | page 21 (CC) BY
  • 22. >> Chat Chat Frank Hamm Social Media adoption 5/14/10 | page 22 (CC) BY http://www.fickr.com/photos/masterplaan
  • 23. > Chat ● weekly usage below 30% ● more intense usage in age 20-29 ● Great diference between age 20-29 and age 40+ ● Gender: no diference Frank Hamm Social Media adoption 5/14/10 | page 23 (CC) BY
  • 24. Chat: ages Chat: age 40+ Chat: age 20-29 100% 100% 90% 90% 80% 80% 27 32 70% 70% 36 68 74 43 60% 82 60% 53 97 97 50% 50% 13 40% 40% 7 30% 7 30% 14 10 3 13 20% 15 14 20% 6 6 4 10% 8 10% 10 3 10 8 8 11 6 2 5 2 4 2 3 2 0% 0 0 0% 0 Instant Messaging Skype with Video Instant Messaging Skype with Video Skype Social Networks Instant M. with Video Skype Social Network Instant M. with Video daily weekly monthly seldom / not at all daily weekly monthly seldom / not at all Frank Hamm Social Media adoption 5/14/10 | page 24 (CC) BY
  • 25. > Banks, Social Media in Germany Banks and companies in general are reluctant to adopt Social Media But more and more of them are in the process of changing their mind Frank Hamm Social Media adoption 5/14/10 | page 25 (CC) BY
  • 26. > Banks ● some banks start recovering from fnancial crises ● banks have started Social Media activities ● banks don't advertise that they are on Social Media ● some banks have web pages that list social media accounts (i.e. Deutsche Bank) ● normally they only use it as another news channel ● especially banks are reluctant to engage in Social Media because of fnancial crises – people, politicians, journalists are angry Frank Hamm Social Media adoption 5/14/10 | page 26 (CC) BY
  • 27. > Real Estate Structured Financing ● only few main competitors ● Hypo Real Estate completely nationalized ● Eurohypo owned by Commerzbank (partially nationalized and forced to sale Eurohypo until 2014) ● Aareal Bank focuses on B2B for fnancing commercial objects Frank Hamm Social Media adoption 5/14/10 | page 27 (CC) BY
  • 28. > Banks: activities in Social Media ● Only few „classical“ banks like SEB ● Primarily Social Responsible Banks, Sustainable Banks, small credit unions ● Examples – Fidor Bank – GLS Bank – Volksbank Bühl – NOA Bank (Die andere Bank) ● Great resource (in German): Boris „Electrouncle“ Janek (presentation: Social Finance in Germany) Frank Hamm Social Media adoption 5/14/10 | page 28 (CC) BY
  • 29. > Social Media in Germany Banks, pharmaceutical industry, automotive...: People fear loss of control because they don't know how to deal with Social Media. People therefore fear they lose power. The truth is: You all already have lost control. But if you frst listen and then join the conversation people will trust you and trust is the real power! Frank Hamm Social Media adoption 5/14/10 | page 29 (CC) BY
  • 30. > Social Media Examples ● Lufthansa – First: known as a bad example (no dialogue) – Now: changing usage of social media ● Daimler – First: employees writing of their work (i.e. Nightshift) – Now: blog as companies own newspaper for many stakeholders, twittering PR people ● Saftblog (family owned business producing juice) – Blogging since years, sponsoring barcamps, small business (15 employees), but expanding cause of SM ● Synaxon (franchising retail group , computer business) Frank Hamm Social Media adoption 5/14/10 | page 30 (CC) BY
  • 31. PR PLUS goes online Mahalo Frank Hamm Social Media adoption 5/14/10 | page 31 (CC) BY http://www.fickr.com/photos/tacitrequiem