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Social Networking and Media Peter Williams
Outline <ul><li>Growth of Social networking </li></ul><ul><li>Culture not technology </li></ul><ul><li>Will it overtake tr...
Growth of Social media
Current social growth areas
Twitter on the rise
<ul><li>The search began … </li></ul><ul><li>Young innovator hooks in to search.twitter.com and enters “petrol price track...
<ul><li>The conversation started … </li></ul><ul><li>Young innovator directly address those identified to be talking about...
<ul><li>The problem was solved … </li></ul><ul><li>Young innovator gets the answer she was looking for… within   the minut...
This is a cultural thing <ul><li>We observe what you say …but don’t believe you </li></ul><ul><li>We search the social web...
Today’s Leader
Will it or has it overtaken mainstream media <ul><li>In 2007, publicly traded US newspaper companies collectively lost $11...
Mainstream heads social
Social media goes ballistic
“Citizen Journalists don’t Investigate like real ones” … Huh
Time Spent Reading Print Newspapers Has Decreased 17% In Five Years
Audiences Go Elsewhere For Content That Newspapers Once Owned Gen Y habits give a glimpse to the future…
How can advertisers utilise social networks <ul><li>Social networking is an activity that 37% of US adult Internet users a...
How can advertisers utilise social networks
Old Marketing: PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER How can advertisers utilise social networks
PRODUCT PACKAGING DISTRIBUTION ADVERTISING CONSUMER CRM New Marketing: How can advertisers utilise social networks
<ul><li>Often inventors don’t know what their invention is. So let their customers work it out for them. </li></ul>OPEN CL...
Hackers – The “amateur professionals”
The smart guys are outside
I mean really smart
Turning it into results <ul><li>Companies that are working out how to cultivate, develop and harness innovation are: </li>...
Hackers Rule
Let’s work together and collaborate: AGENCY CONSUMERS COMPANY INFORMATION & INPUT INSIGHTS  & IDEAS INNOVATION & CONTENT B...
Use of social networks for viral marketing…
 
 
<ul><li>Results </li></ul><ul><ul><li>250,000 active users </li></ul></ul><ul><ul><li>86% of visitors returned at least on...
The little guys can do it too
 
TShirt Designers and customers
But why? <ul><li>It’s the culture </li></ul><ul><li>The greater good; the bigger picture </li></ul><ul><li>Kudos  </li></u...
Making money through new models of networking and distribution
“I love it when a plane comes together”
Experimenting
Can advertisers benefit from business blogs and other business network tools?
<ul><li>+ </li></ul>Can advertisers suffer from business blogs and other business network tools? = 11% stock price drop
Serious blogging by the big guys
Don’t Be Shifty… The Flog is found out!
In conclusion <ul><li>This is both cultural and technology change </li></ul><ul><li>Don’t do the radio to TV thing … think...
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Socialnetworking

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A presentation on social networking with a business and cultural focus

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Socialnetworking

  1. 1. Social Networking and Media Peter Williams
  2. 2. Outline <ul><li>Growth of Social networking </li></ul><ul><li>Culture not technology </li></ul><ul><li>Will it overtake traditional media? </li></ul><ul><li>Opportunities for advertisers? </li></ul><ul><li>Going Viral </li></ul><ul><li>Blogs and Network tools for business </li></ul>
  3. 3. Growth of Social media
  4. 4. Current social growth areas
  5. 5. Twitter on the rise
  6. 6. <ul><li>The search began … </li></ul><ul><li>Young innovator hooks in to search.twitter.com and enters “petrol price tracker” as a search term to see who has been talking about this new application… </li></ul>
  7. 7. <ul><li>The conversation started … </li></ul><ul><li>Young innovator directly address those identified to be talking about the petrol price tracker and asks if they know how they get their data - note that the time that this happened… </li></ul>
  8. 8. <ul><li>The problem was solved … </li></ul><ul><li>Young innovator gets the answer she was looking for… within the minute. </li></ul>
  9. 9. This is a cultural thing <ul><li>We observe what you say …but don’t believe you </li></ul><ul><li>We search the social web to find out what “we” say </li></ul><ul><li>We will take the word of an unknown blogger as gospel </li></ul>
  10. 10. Today’s Leader
  11. 11. Will it or has it overtaken mainstream media <ul><li>In 2007, publicly traded US newspaper companies collectively lost $11 billion, or 26% of their value. </li></ul><ul><li>Print circulation for paid newspapers in the US has fallen more than 16% since its peak in 1990, and coincident growth in online audiences and online ad revenue still falls short of filling the revenue gap left by the loss in print circulation. </li></ul><ul><li>Content that newspapers used to &quot;own,&quot; from news and sports to jobs and real estate, have fragmented across different channels. Overtaken by: </li></ul><ul><ul><li>Crikey.com.au </li></ul></ul><ul><ul><li>Seek.com.au </li></ul></ul><ul><ul><li>Ohmynews.com </li></ul></ul><ul><li>At the same time, the increasing price of newsprint — up 11% in the past six months — makes the cost of printing a paper for fewer readers ever more costly </li></ul><ul><li>70% of Gen Y’s have broadband </li></ul>
  12. 12. Mainstream heads social
  13. 13. Social media goes ballistic
  14. 14. “Citizen Journalists don’t Investigate like real ones” … Huh
  15. 15. Time Spent Reading Print Newspapers Has Decreased 17% In Five Years
  16. 16. Audiences Go Elsewhere For Content That Newspapers Once Owned Gen Y habits give a glimpse to the future…
  17. 17. How can advertisers utilise social networks <ul><li>Social networking is an activity that 37% of US adult Internet users and 70% of online teens engage in every month, and the numbers continue to grow. eMarketer projects that by 2011, one-half of online adults and 84% of online teens in the US will use social networking. </li></ul>
  18. 18. How can advertisers utilise social networks
  19. 19. Old Marketing: PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER How can advertisers utilise social networks
  20. 20. PRODUCT PACKAGING DISTRIBUTION ADVERTISING CONSUMER CRM New Marketing: How can advertisers utilise social networks
  21. 21. <ul><li>Often inventors don’t know what their invention is. So let their customers work it out for them. </li></ul>OPEN CLOSED Let’s work together and collaborate:
  22. 22. Hackers – The “amateur professionals”
  23. 23. The smart guys are outside
  24. 24. I mean really smart
  25. 25. Turning it into results <ul><li>Companies that are working out how to cultivate, develop and harness innovation are: </li></ul><ul><li>Company of $70 billion (average growth of…?) </li></ul><ul><li>9000 researchers </li></ul><ul><li>Created the ‘connect and develop’ program </li></ul><ul><li>45% of new initiatives discovered from non P&G employees </li></ul><ul><li>R%D productivity raised by 60% - costs have fallen </li></ul><ul><li>Other companies can build 70% of their cars faster, better and cheaper </li></ul><ul><li>BMW estimates that 90% of innovations will come in the software and electronics areas </li></ul><ul><li>Frees resources to set benchmarks in the key brand influencing fields of innovation </li></ul><ul><li>A place where seekers and solvers come together </li></ul><ul><li>Prizes given for successful solvers ($5,000 - $1,000,000) </li></ul><ul><li>Companies can outsource the problems they can’t solve </li></ul>
  26. 26. Hackers Rule
  27. 27. Let’s work together and collaborate: AGENCY CONSUMERS COMPANY INFORMATION & INPUT INSIGHTS & IDEAS INNOVATION & CONTENT BETTER BRANDS
  28. 28. Use of social networks for viral marketing…
  29. 31. <ul><li>Results </li></ul><ul><ul><li>250,000 active users </li></ul></ul><ul><ul><li>86% of visitors returned at least once </li></ul></ul><ul><ul><li>57% came back 9 times or more </li></ul></ul><ul><ul><li>1M+ AceBucks earned by consumers playing the game, which can be redeemed for actual shoes </li></ul></ul>Use of social networks for viral marketing…
  30. 32. The little guys can do it too
  31. 34. TShirt Designers and customers
  32. 35. But why? <ul><li>It’s the culture </li></ul><ul><li>The greater good; the bigger picture </li></ul><ul><li>Kudos </li></ul><ul><li>Because they can </li></ul><ul><li>They can make it better, they want it better </li></ul><ul><li>It’s fun </li></ul><ul><li>$$$ </li></ul><ul><li>Careers </li></ul>
  33. 36. Making money through new models of networking and distribution
  34. 37. “I love it when a plane comes together”
  35. 38. Experimenting
  36. 39. Can advertisers benefit from business blogs and other business network tools?
  37. 40. <ul><li>+ </li></ul>Can advertisers suffer from business blogs and other business network tools? = 11% stock price drop
  38. 41. Serious blogging by the big guys
  39. 42. Don’t Be Shifty… The Flog is found out!
  40. 43. In conclusion <ul><li>This is both cultural and technology change </li></ul><ul><li>Don’t do the radio to TV thing … think strategically </li></ul><ul><li>It is about engaging not targetting </li></ul><ul><li>It is tough to sell to hierarchical organisations </li></ul><ul><li>Experiment .. Low cost, off brand </li></ul><ul><li>It is only the beginning </li></ul><ul><li>Get out and innovate </li></ul>

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