How will the changing digital trends influence your marketing? Should you update your social media strategy?
As the social media landscape continues to evolve, it's crucial for traditional media, retailers, nonprofits and brands to understand how people are spending their time, interacting with brands, connecting with one another, and influencing commerce. This presentation takes an in-depth look at the latest social media trends to help you:
Distinguish between hype and reality when it comes to using social media tools to promote your brand and products
Recognize the impact of social media on the consumer and their purchasing behavior
Understand how marketers use social media tactics and establish benchmarks for emerging tactics
Note: As expected, Generation Y still accounts for the lion’s share of activity, but Generation X isn’t far behind and Baby Boomers are quickly catching up, particularly in the use of social networking sites, such as Facebook, LinkedIn, Orkut, and QQ. Baby Boomers have demonstrated the most growth interms of numbers using such sites. In 2009, 50 percent of Baby Boomers were using social networking sites.7 Based on oursurvey, that number had swelled to 72 percent by 2010.Gen Y born between 1975 and 1992 (18-35) Gen X 1965 – 1974 (36 – 45), Baby Boomers Born before 1964. IBM Study MethodologyIn October 2010, we conducted two online surveys:The first was completed by 1,056 consumers in the UnitedStates, Canada, the United Kingdom, France, Germany, India,China, Australia and Brazil. Participants represented adistribution of ages among Generation Y, Generation X andBaby Boomers, with annual household incomes fromUS$25,000 to more than US$100,000.6The second survey went to 351 business executives in thesame countries (except Canada). Executives representedcompanies from the following sectors: Distribution,Communications, Financial Services, Industrial and PublicSector/Healthcare. In addition, to capture qualitative datafrom executives responsible for social media programs, weconducted 17 interviews in the United States and the UnitedKingdom. In partnership with Oxford Economics, we alsoestablished a Social CRM blog to solicit feedback on SocialCRM topics from social media and CRM specialists andother interested individuals.
Companies large and small are beginning to explore social media as a new marketing avenue,
Source: Aberdeen Group, October 2009
Source: Unica. “The State of Marketing 2010” conducted by Salloway & Associates. Gathered by eMarketer, March 10, 2010.
Poll QuestionWhy is your company using social media?• Increase customer advocacy/word of mouth• Protect brand reputation• Improve customer research capabilities• Increase product/brand awareness• Increase customer loyalty• Increase customers acquisition