8. Social Media’s Growing Importance
General Internet
Social Media Sites
0%
20%
40%
60%
80%
100%
April 2005 October 2008
Total minutes consumed by Top 100 websites
*On Demand Media explodes; ComScore Networks and Piper Jaffray & Co.
9. The conversations are powered by:
• Blogs
• Micro blogs
• Online chat
• RSS
• Widgets
• Social Networks
• Social Bookmarks
• Message boards
• Forums
• Podcasts
• Video sharing sites
• Photo sharing sites
• Virtual worlds
• Wikis
(…just to name a few)
10. The world has also shifted from Passive consumption
to Active participation
29. We have seen the rise of information democracy
From information asymmetry...
• Information was scarce
• Customers were ill-informed
• Exchanges were monologues
• Marketing was “command-and-control”
… To information democracy
• Information is ubiquitous
• Customers are well-informed
• Exchanges are conversations
• Marketing is “connect-and-collaborate”
51. Online activity
nielsen online – Consumer Generated Media Report Jan 2008
What are they doing?
93% research products / services / people
55% visit message board / forum
38% post to message board / forum
48% read a blog
55% rate something / someone
59% send / share a link
52. Trends
Mobile is bridging the Digital Divide
• 5 billion mobile phone users by 2015. *Nokia report
• 50% of global mobile phone subscribers will go
online with their mobile by 2011. *Informa Telecom
• Mobile will be at the centre of Social Networking and
a key driver for User Generated Content.
• Mobile technology, network and devices are being
designed for new uses rather than voice.
• In many countries like India and Japan, a persons first
connection to the Internet is via their mobile!
53. Mobile content and services
What are they doing?
41% of Australians access the internet
from their mobile
There is 102% mobile phone
penetration in Australia
35% play games on their mobile
22% watch live TV on their mobile
There is an entire generation growing up
with their mobile being their first
connection to the Internet
62. Formula for Obama’s Electoral Victory
Obama vs. McCain
2x
Web site traffic
4x
YouTube viewers
5x
Facebook friends
10x
Online staff
365 Electoral
Votes
66.8 million
popular
votes
63. Obama by the numbers
Email
• 13 million people on the e-mail list
• Who received 7,000 variations of more than 1 billion e-mails
Donors
• 3 million online donors
• Who contributed 6.5 million times
Social Networks
• 5 million "friends" on more than 15 social networking sites
• 3 million friends on Facebook alone
Web site
• 8.5 million monthly visitors to MyBarackObama.com (at peak)
• 2 million profiles with 400,000 blog posts
• 35,000 volunteer groups that held 200,000 offline events
• 70,000 fundraising hubs that raised $30 million
Video
• Nearly 2,000 official YouTube videos
• Watched more than 80 million times, with 135,000 subscribers
• 442,000 user-generated videos on YouTube
Mobile
• 3 million people signed up for the text messaging program
• Each received 5 to 20 messages per month
Phone calls • 3 million personal phone calls placed in the last four days of the campaign
64. Lessons from Obama’s Social Media
Campaign
Choose the right
team
Laddering support
through tiers of
engagement
Empowering super
users
Provide source
materials for user-
generated content
Go where the people
are
Use tools people are
familiar with
Ensure people can
find your content
Mobilise supporters
through mobile
devices
Harness analytics to
constantly improve
engagement
activities
Build the online
operation to scale
65. 1. Markets are conversations
2. Talk is cheap
3. Silence is fatal
“The Cluetrain Manifesto.”
In Conclusion