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The State of Social 2012


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Presentation on the State of Social to seniors at DePaul University that expands beyond the idea that social is contained only to Facebook and Twitter.

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The State of Social 2012

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  3. 3. SOCIAL IMPACTS PURCHASE 90: Times per week the average person mentions a brand by name to family and friends 67%: Consumer purchase decisions primarily influenced by WOM (the #1 overall factor) 74%: Consumers who bought a competing product after hearing a negative recommendation 90%: Consumers trust recommendations from someone they know; 70% trust the opinion of a stranger 53%: People on Twitter recommend brands in their tweets with 48% of them making purchases3Page 3
  5. 5. SOCIAL COMMERCE SOCIAL MONETIZATION OVERVIEW: 15% Who: First-mover companies who are viewing their social footprint as another opportunity to generate revenue What: Socially-driven or holistic shopping experiences Up to 15% of consumer spending without going to a dedicated e-commerce site will go through Facebook within three to five years according to Why: Removes barriers and obstacles to completing a IDC transaction when a consumer is most interested in a product or servicePage 5
  6. 6. SOCIAL COMMERCE “Monetization will become the largest social trend. Our challenge is to credibly measure and advance social marketing’s impact on real outcomes.” Jeff Bodzewski, Aspen’s Director of Social Marketing Harvard Business Review Daily Deal Sites F-Commerce eCommerce Sharing Sharing and networks dictate savings Complete shopping experience without Integrated share functionality for at retailers and merchants leaving a Facebook tab or newsfeed unique products on a websitePage 6
  7. 7. SOCIAL ADVERTISING SOCIAL ADVERTISING OVERVIEW: $280.71 Who: Social networks are increasing the sophistication and efficacy of ads to be both disruptive and seamlessly integrated within the user experience Average revenue per order for US What: Hyper targeting options allows advertisers to target advertisers generated by social users based on self-identified attributes ranging from media, first among surveyed employer to interests with ads that appear within channels, followed by display, organic-originated content comparison sites and email Why: Engages consumers in an environment they spend hours each week while ensuring the right message is being delivered to the right target based on self- indicated dataPage 7
  8. 8. SOCIAL ADVERTISING Dedicated advertising reps at the largest social networks ensure we are delivering effective, meaningful ads for clients while keeping us updated on new products/offerings Facebook LinkedIn Twitter Continuous evolution of CPC options Rollout of CPC options beyond CPF advertising complement paid including mobile and newsfeed options banners, including “InMail,” with trends and are more behavior based with more coming significant B2B targeting options than self-indicated dataPage 8
  9. 9. IMAGE SHARING IMAGE SHARING OVERVIEW: 60+ Who: Entire self-contained social networks formed around image sharing have skyrocketed in popularity based on smart phone penetration and increasingly sophisticated cameras to instantly upload images. Photos are posted to Instagram each second by the platform’s over 15 What: Pinterst (online), Instagram (mobile exclusive) and million registered users Digg (social sharing) among others have seen adoption and ability to drive website traffic skyrocket in addition to heightening engagement with brands. Why: Images originated by other consumers and brands are used as “Gateways” to instantly determine whether more information is desired or a product/service resonates with a person’s own interests.Page 9
  10. 10. IMAGE SHARING Images are among the most powerful engagement tools for a brand – sometimes generated by the brand and other times consumer-created – for both sharing experiences Pinterest Consumer-Generated Social Bookmarking The photo album of the Internet allows Instagram and dozens of other image Images of brand interactions – from products, services and experiences to sharing networks instantly capture products to people – are among the be the focus of sharing experiences, advertising, product and more highest trafficked submissionsPage 10
  11. 11. MOBILE ENGAGEMENT MOBILE ENGAGEMENT OVERVIEW: 97MM+ Who: Mainstream US consumers who are increasingly using mobile web, with some demos out-indexing CPU- based web access consumers today are connecting What: Mobile phone playing a larger role in purchase with the Internet via mobile, not decisions, brand experiences and sharing with friends counting the 24MM tablet users in the U.S. Why: Advances in smartphone technology and declining consumer costs opened up this market to increasingly meaningful experiencesPage 11
  12. 12. MOBILE ENGAGEMENT Augmented Reality Geo-Targeted Messaging Image Recognition Ability to layer brand-generated Deploy brand-messaging via SMS The next step after QR codes where content over real world experience to based on geo-coordinates or push phones push brand-generated content educate, inform or entertain content via Bluetooth based solely on visual (e.g. logo)Page 12
  13. 13. HOW READY ARE EXECUTIVES? “In the digital space, with things “I’m a heavy user of Twitter and "Mayo Clinic believes… it is our like Facebook and Google and Facebook, and… I interact directly with responsibility to help others, we find that the return on customers and employees. I watch trends [consumers] use social media investment… can be much and see news I’d miss otherwise. tools to get the best information, more efficient.” Ultimately, I believe that Best Buy’s connect with providers and with message has to be where people are. each other, and inspire healthy Today, that means being on social choices." networks.” Source: eMarketer 201213 13Page
  14. 14. SOCIAL VALUE PROPOSITION  Add a new revenue stream  Increase retention/reduce churn  Capture personal data  Increase awareness and intent  Evaluate and apply real-time data  Build loyalty and advocacy  Extend the reach of marketing efforts  Hyper-target based on self-identified dataPage 14
  15. 15. What’s Your Story?