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//hello
the digital world//
//media
Incomplete
metrics
Incomparable
metrics
Overloaded
consumers
the media landscape
shift towards convergence...
tv… on demand newspapers…on iPad radio… online
posters… digital dm... to text cinema… on Xbox
Bob, 27
Watching 4OD
on laptop
Joe, 25
Fifa 11 on
iPhone4
Digital TV
PS3 connected
online
Today’s
Guardian
Sky+
the living...
the landscape in 2012
embrace convergence...be everywhere
aim for 2011
fandom
Non Customer
Consideration
increases
39% to 53%
Love for O2
increa...
social space
social spaces are changing things
so much stuff out there...
loads of people are using it...
it’s influential
some brands ...
today
26% of internet users
60+ are now using
social networking sites
my mom’s on facebook!?
the average age of social
net...
online as a brand builder
simples
facebook, twitter, youtube
41K+ followers
unprompted spontaneous brand
awareness up
bran...
twitter...
what are you doing?
brand communications channel
selected content
personal brand building tool
140 character mi...
...no longer just a platform for friends to stay
connected in real time, it has evolved into
an important component of bra...
let’s not get too excited
if twitter was 100 people...
Source: David McCandless August 2009
Different ways for brands to use it…
Corinne Weisgerber- St Edwards University- Texas
Insight/Monitoring trend
Create Buzz...
“the base tastes like cardboard...”
Facing criticism head-on
complete transparency
new pizza recipe
tempting new ‘try our ...
Different ways for brands to use it…
Corinne Weisgerber- St Edwards University- Texas
Insight/Monitoring trend
Create Buzz...
bestbuy’s twelpforce
Twelped?
30,000+ followers
22,000+ tweets received
45,000+ clicks directed to
bestbuy.com
bestbuy lap...
Have a chat with people who mention your
brand...or smoothies
vodafone really messed up...
i still have a
myspace?!!
some social networks have died [or are dying]
...killed off by:
facebook is increasingly important...
some stats...
six years old founded 2004
500m+ active users
50% log on everyday
aver...
continual development of brand offerings
it worked for umbro
34,989 ‘Likes’
133,239 poll responses and
14,673 video plays on FB page
it’s more & more ad friendly.....
Coupons & real time responses
the big picture- aviva
what’s the worst that can happen?
consensual ‘frape’
agency sacked...brand embarassed
fun but embarrassing messages...
hai...
harnessing the power of social media
serious ROI
$360K media spend =
$4m value
200m impressions
70K+ new fans
15m+ reach o...
because you’re worth it...
acquire
how much are fans worth to brands?
blackberry CPFan $79
129,135 o2 facebook fans: 400% ...
social works with more traditional media
post digital...
@mattfurlong
//thanks
e// matt.furlong@zenithoptimedia.co.uk
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Lancs media 1.7

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A brief intro deck into social media, esp focusing on twitter and facebook.

Published in: Business
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Lancs media 1.7

  1. 1. //hello
  2. 2. the digital world// //media
  3. 3. Incomplete metrics Incomparable metrics Overloaded consumers the media landscape
  4. 4. shift towards convergence... tv… on demand newspapers…on iPad radio… online posters… digital dm... to text cinema… on Xbox
  5. 5. Bob, 27 Watching 4OD on laptop Joe, 25 Fifa 11 on iPhone4 Digital TV PS3 connected online Today’s Guardian Sky+ the living room today…
  6. 6. the landscape in 2012
  7. 7. embrace convergence...be everywhere aim for 2011 fandom Non Customer Consideration increases 39% to 53% Love for O2 increases from 16% to 28%
  8. 8. social space
  9. 9. social spaces are changing things so much stuff out there... loads of people are using it... it’s influential some brands use it well, others...dont it’s starting to work together my social media
  10. 10. today 26% of internet users 60+ are now using social networking sites my mom’s on facebook!? the average age of social networking sites is 37 years old the average MySpace user is 31 years old the average facebook user is 38 years old 61% of facebook’s users are 35 or older the average twitter user is 39 years old 64% of twitters users are 35 or older demographics are changing what is the average age of social network users?
  11. 11. online as a brand builder simples facebook, twitter, youtube 41K+ followers unprompted spontaneous brand awareness up brand consideration increases challenge = association between market and meerkat is awareness of aleks rather than CTM?
  12. 12. twitter... what are you doing? brand communications channel selected content personal brand building tool 140 character micro blog
  13. 13. ...no longer just a platform for friends to stay connected in real time, it has evolved into an important component of brand marketing Neilsen.com- February 2009
  14. 14. let’s not get too excited if twitter was 100 people... Source: David McCandless August 2009
  15. 15. Different ways for brands to use it… Corinne Weisgerber- St Edwards University- Texas Insight/Monitoring trend Create Buzz Crisis manage/Relationships
  16. 16. “the base tastes like cardboard...” Facing criticism head-on complete transparency new pizza recipe tempting new ‘try our pizza’ price Sales up 17.5%, profits up 29% 52% online orders 28% of all orders
  17. 17. Different ways for brands to use it… Corinne Weisgerber- St Edwards University- Texas Insight/Monitoring trend Create Buzz Crisis manage/Relationships Customer Evangelism/Rels
  18. 18. bestbuy’s twelpforce Twelped? 30,000+ followers 22,000+ tweets received 45,000+ clicks directed to bestbuy.com bestbuy laptops up 40% titanium grand prix @ cannes
  19. 19. Have a chat with people who mention your brand...or smoothies
  20. 20. vodafone really messed up...
  21. 21. i still have a myspace?!! some social networks have died [or are dying]
  22. 22. ...killed off by:
  23. 23. facebook is increasingly important... some stats... six years old founded 2004 500m+ active users 50% log on everyday average user has 130 friends 700 billion minutes per month 150m mobile users mobile users twice as active
  24. 24. continual development of brand offerings
  25. 25. it worked for umbro 34,989 ‘Likes’ 133,239 poll responses and 14,673 video plays on FB page it’s more & more ad friendly... 7% 17% Spontaneous Brand Awareness
  26. 26. Coupons & real time responses
  27. 27. the big picture- aviva
  28. 28. what’s the worst that can happen? consensual ‘frape’ agency sacked...brand embarassed fun but embarrassing messages... hailed as innovate & creative status take overs
  29. 29. harnessing the power of social media serious ROI $360K media spend = $4m value 200m impressions 70K+ new fans 15m+ reach on twitter 1m+ youtube views sales rocket
  30. 30. because you’re worth it... acquire how much are fans worth to brands? blackberry CPFan $79 129,135 o2 facebook fans: 400% increase since august engage reward “I LOVE THIS BRAND”
  31. 31. social works with more traditional media
  32. 32. post digital...
  33. 33. @mattfurlong //thanks e// matt.furlong@zenithoptimedia.co.uk

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