Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

What’s New in Social Media:The Latest Trends and Opportunities for BusinessJanuary 2011


Published on

Published in: Business, News & Politics
  • Be the first to comment

What’s New in Social Media:The Latest Trends and Opportunities for BusinessJanuary 2011

  1. 1. What’s New in Social Media:The Latest Trends and Opportunities for Business Presented by ShesConnected Multimedia January 25, 2011
  2. 2. Your words and images haveas much to do with yourbrand as your product… “Social media is the web” 2
  3. 3. Why does it matter to your company? • Increased Brand Awareness • Reputation Management • Improved Search Engine Rankings • Increased Relevant Visitor Traffic • Improve Sales for their Products or ServicesSource:
  4. 4. Social Media driving growth Social Media is driving consumer engagement and growth for brands The 5 Big Trends: 1. Social functionality makes websites fashionable again - social integration is key 2. Brands get their content mojo on – leveraging UGC and earned media (brands are becoming media companies) 3. Brands jumping into the conversation – building community management capabilities 4. Social Networking on the go – integrating devices to the wireless web 5. ROI – reaping the rewards (e.g. making real money from social media) 4
  5. 5. The World has gone Social If you are a global organization, think beyond Facebook… North America Soviet Republics • Facebook – 620 million • Odnoklassniki– 45 million • MySpace – 130 million • LinkedIn – 80 million Middle East • Twitter – 105 million • NetLog– 70 million Latin America China • Hi5– 80 million • QZone– 200 million • Orkut – 100 million (India & Brazil)• Baidu Space – 40 million • Kaixin001 – 25 million Europe Japan • SkyRocket– 22 million (France) • Mixi– 24 million • Badoo – 86 million (Europe & LATAM) Korea Teen Oriented – Global 31 markets • CyWorld– 24 million • Habbo– 162 million 5Source: Morgan Stanley, Alexa,
  6. 6. Social Media How big is it? More recent stats…Facebook• More than 620 million active users• 50% of active users log on to Facebook in any given day• Average user has 130 friends• People spend over 700 billion minutes per month on Facebook• Average user is connected to 80 community pages, groups and events• Average user creates 90 pieces of content each month• More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month• There are more than 150 million active users currently accessing Facebook through their mobile devices and are twice as active non-mobile users SOURCE:
  7. 7. Social Media Insert lead in sentence – How big is it?Twitter• 105 million registered users and adding 300,000 users a day• In 2008 there were 300,000 tweets per day, by 2009 it had grown to 2.5 million per day. Today, there 50 million tweets per day—thats an average of 600 tweets per secondYouTube• Exceeds 2 Billion views per day• 24 hours of video is uploaded every second• Average user spends 15 minutes per day watching• 46 years of YouTube video watched each day on Facebook• 94 0f Advertising Age 100 advertising on YouTube• Number of advertisers using display ads on YouTube increased 10 – fold last year SOURCE: , ,
  8. 8. Social Media Insert lead in sentence – How big is it?Blog Stats• 133,000,000 blogs have been indexed by Technorati since 2002• 77% of Internet users read blogs according to Universal McCann• 60% are 18-44 * 75% have college degrees and 40% have graduate degrees• One in four has an annual household income of $100K• Part-Timers, Pros, and Self-Employed Bloggers are blogging as much as or more than ever (73%, 76% and 80%, respectively), while Hobbyists are blogging somewhat less• 15% of Bloggers spend 10 or more hours each week blogging.• One in five Bloggers report updating on a daily basis• The most common rate of updating is 2-3 times per week• The majority of blogs use tags (85%) SOURCE:
  9. 9. Many Brands are starting to get more traffic on their fan page then their main website1)2) 19.3 22 16.4 14.8 14.9 11.1 8.3 7.4 17.4 7.7 1) Source: Adage. August 23, 2010 2) Source: Facebook, January 22, 2011 9
  10. 10. Brands as Content Producers Burberry has embraced the spectrum of content types and have tied them together to tell their story and express the brand… Owned Content - Store design/merchandising- Purchased Content - Burberry Acoustic- Brand Enabled Content - Art Of The Trench- User Generated Content 10
  11. 11. Leveraging media Dolce and Gabbana have done a nice job managing the brand across media platforms generating great value through earned media… Owned Media Web Site Earned Media Consumer BlogsPurchased Media Outdoor Shared Media YouTube Channel 11
  12. 12. Social Integration It’s all about being “connected”… ONLINE FASHION COMMUNITY HIGHLIGHTS • Connect directly to facebook, twitter, and YouTube • Moderated twitter feed – shows how Gucci is engaging in the conversation • Drives Mobile Adoption 12
  13. 13. Brands get their Content Mojo on… Starbucks leverages User Generated Content to gain Strategic Advantage and engage the consumerStarbucks - HIGHLIGHTS• Using consumer suggestions to drive product, service, and brand innovation.• Platform to engage in a dialogue with the consumer• Giving consumers their 15 minutes of fame• Starbucks generated $67.8 million of Earned Media in Fall 2010SOURCE: Media Post 12/07/2010 13
  14. 14. Burberry The consumer’s expression of the brand on Burberry’s website through that is carefully designed and moderated… Burberry - HIGHLIGHTS • Consumers share their story of the brand • Functionality lets them share, rate, comment and connect with their social circle 14
  15. 15. Social Sharing, Ratings, and Reviews We trust recommendations from people we know and are more likely to purchase when seeing their recommendations… 90% of consumers online trust recommendations from people they know; 70% trust opinions of unknown users 81% of respondents said theyd received advice from friends and followers relating to a product purchase through a social site; 74% of those who received such advice found it to be influential in their decision 83% percent of online shoppers said they are interested in sharing information about their purchases with people they know Some 70% of Americans say they consult product reviews or consumer ratings before making a purchase Availability of product ratings was a factor for 59% of UK shoppers, as was the availability of user- generated or consumer product reviews (57%) Source: Compiled from Forrester, eMarketer, eConsultancy,
  16. 16. Social is Mobile One of the most social mediums ever has been the phone. The Mobile Web makes it even more so… Sample of Luxury Brands“There are more than 200 million active users currently with Mobile Applicationsaccessing Facebook through their mobile devices. ““People that use Facebook on their mobile devices aretwice as active on Facebook than non-mobile users.”Source: 12/09/2010 MOBILE COMMUNITY - HIGHLIGHTS • Most luxury brand have launched or are launching mobile applications • Mobile applications give the brand the opportunity to extend the brand into the social web through integration – like their web sites • Mobile gives the brand the opportunity to provide personalized brand affiliation and affinity 16
  17. 17. Engaging in the conversation…at the speed ofconversation… 93% of social media users believe a company should have a presence in social media, and 85% of social media users believe that a company should go further than just having a presence on social sites and should also interact with its customers. 17Source: Cone Social Media Study 2008
  18. 18. Community Managers stimulate conversations, drive communities, and give voice to the brand • Publishers of Content such as Blogs, video, Content is King – without articles, web pages Creators the content SM does not exitsTrueAction • Post ratings and reviews, comments on blogs, contributes to online forums Critics Stimulates the conversations • Invites friends, sends articles Sweet Spot to friends Connectors Drives communities • Maintains and updates profile Joiners Driving SM joins groups growth • Views profiles, video, Spectators Page reads blogs, reviews and forum discussions Views • Looks & leaves Inactives Ø 18
  19. 19. Community Managers Community managers are carefully selected to match with your target demographic Active across all Active across Active across Blog Profile major social targeted / niche communities platforms social networks Cindy Married, one child, age 11 months. Looking to work from home and continue taking care of Taylor • Age 33 • Suburbs • Household income $85,000 • College degree •Marketing Background • Very involved in neighborhood Moms Group • Actively looking for work from home options. 19
  20. 20. They work 2 – 4 hours per day driving Social Networking Sitesconversation across social media Blogs & Twitter Network Word of Mouth Groups Forums Measurement & Reporting 20
  21. 21. ROI of Social Brands are generating significant ROI on their Social Media Efforts…. ROI CASE STUDY - HIGHLIGHTS • BURBERRY: Social microsites secured 1,000,000 fans and a 10% increase in same-store sales • Starbucks: Generated $67.8 million of Earned Media in Fall 2010 • Cadbury: 22,000 fans of Cadbury Wispa petitioned the company on Facebook to bring back the discontinued chocolate bar. 40 million bars were released and sold out in 18 weeks, a rate of 4 per second • Dominos: Credited Foursquare with a 29% pre-tax profit through promotions that encourage people to check in to their stores • IKEA: Used one of the most popular and basic functions on Facebook, tagging pictures, and used it to IKEA’s advantage to promote its showroom products from sales people to regular people creating recommendation and advocates all over the world and a +15% lift in sales. 21SOURCE: Compiled by 10/19/2010
  22. 22. Tools & Tactics
  23. 23. There are a multitude of tools to choose from…The tools and tactics used are a function of your objectives. We have highlighted several tools foreach key tactic. The tools are simply a means to an end. The “end” is to engage in conversationswith your key stakeholders. Social Media is nothing more than a platform toenable those conversations. Build Community Build Buzz Produce/Share Engage Listening
  24. 24. Listening tools -Google Alerts are email updates of the latest relevant Google results (web, news, etc.) based onyour choice of query or topic. Google alerts are a great way to keep abreast of developing newsstories, keeping an eye on posts about your business or competitors, etc. and are very easy tosetup.
  25. 25. Twitter, the multi-tasking tool •Twitter Search (Listening) •Read tweets (Watching) •Re-tweet (Sharing) •@reply (Commenting) •Tweet (Sharing/Producing) •#hashtag (Curating) 25
  26. 26. Opportunities for your company? We have identified a number of improvement opportunities to consider. The are: Identify opportunities to integrate social functionality & linkages to the social web from your company web site. Integrate “share” , “comment”, and ‘rate” functionality Develop Social Media Strategy to leverage User Generated Content & Earned media Develop Social promotional elements that are tied to company and industry events Integrate Social Media into your Editorial Calendar Develop Community Management Capabilities Identify & recruit key industry bloggers Develop Social Media Measurement system & integrate into marketing dashboard (incorporate ROI into measurement system) Integrate core social functionality into Mobile roadmap Identify and incorporate key international Social Networks into your overall social media strategy 26
  27. 27. Why ShesConnected?ShesConnected focuses on two things; social mediaand community management 100% Social Media Community Unique Focus Management Expertise on + = 27
  28. 28. We have real social networking experienceWe built our own social network just for women. We own and giving us access to socially connected women. Ourblogger directory and database gives us access to engaged, digital women. Member Directory Blog Directory
  29. 29. We know digital women• Our first published research report: The Power of Social Media & Women in 2009 focused on the attitudes and behaviours of women using social media. Download your free copy today: ( h.php)• Our research study was profiled in MarketingProfs, eMarketer, Marketing Charts and many other publications
  30. 30. How we help leading brands build and grow theircommunities online • Community strategy and ideation covering content and communications planning • Identification and introduction to online communities and influencers that matter most to your brand, industry or issue • Drive community activation and engagement • Community Moderation: knowing how to keep communities engaged with and without marketing programs • Help clients develop organizational models, business processes, and best practices for ongoing community engagement • Measurement and reporting - media monitoring, earned media reporting, and conversation mining
  31. 31. Thank You!www.shesconnected.comwww.shesconnectedmultimedia.comMark Grindeland, co-founder & Chairmanmark@shesconnected.comDonna Marie Antoniadis, co-founder & 31