Social Media Outlook 2012

Part I:
Social Media Outlook 2012

© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

Sallie Burnett
Strategist. Leader. Innovator.

• President of Customer Insight Group, Inc., a leading strategic
relationship-marketing firm
– Customer insight Group is a leading strategic marketing firm that helps
companies engage, retain and grow profitable customers relationships.
We help companies assess and improve customer strategy to achieve
measurable business objectives. We provide loyalty audits, social media
customer engagement programs and innovative loyalty programs.
• Digital marketing professor at prestigious Daniels College of
Business

• Contact Information
– Email: sallie@customerinsightgroup.com
– Website: www.customerinsightgroup.com
– Twitter: @sallieburnett
– LinkedIn Group: Customer Relationships — Engage.Keep.Grow.


The State of Social Media Today
What’s Happening Right NOW
Social Media is the fastest growing interactive marketing
channel and is expected to reach 3.1 billion by 2014

At that point, social media will be a bigger marketing
channel than both email and mobile, but still a fraction of
the size of search ($31.6B) or display advertising ($16B).

Some amazing numbers have emerged:
•Facebook reached 800 million global active users
•Twitter now has over 200 million users
•LinkedIn recently surpassed 135 million
• Google+ has quickly climbed to 150 million active
users
•50% of social networks users are connected to brands


Poll Question

Who do you think is the most popular
Internet Brand?

Google
Facebook
YouTube
MSN
Disney
Apple
Yahoo

© 2012 Customer Insight Group, Inc. All
rights reserved. *
www.customerinsightgroup.com • +1

Most Popular Internet Brands
US Internet users spend more time on Facebook than ANYother Web brand

17.2
53.5 Yahoo 9.5 4.5
AOL Media YouTube 4.3
Facebook Network EA

9.1 4.3 3.5
12.5 MSN/WindowsLi Ebay Apple
Google ve Bing

Top 9 US Web brands by total minutes in billions, home and work,
May 2011 Source: Nielsen 2011 Q3 Social Media Report


Where did
everyone go?

You Customers


Search Goes Social With


Overview
Social Media’s popularity continues
to grow, connecting people and the
products they want to buy.
Social Media and Consumers
Social Media and Brands


Social Media & Consumers
2012 Outlook


What sites are CONSUMERSusing?
72%
Social networking sites 79%
89%
33%
Media sharing sites 42%
57%
24%
Microblogging sites 37%
42%
12%
Blogging sites 24%
30%
14%
Wikis 22%
27%
10%
Social review sites 16%
20%
7%
Social bookmarking sites 12%
19%

Global Study
20%
No accounts 5%
13%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Baby Boomers Gen X Gen Y
Notes: 1) Sample size N=1056. 2) Generation Y: People born between 1975 and 1992 (18 to 35 year olds): Generation X: People born
between 1965 to 1974 (36 to 45 year olds): Baby Boomers: People born in or before 1964 (46 year olds and older).
Source: IBM Institute for Business Value analysis. CRM Study 2011.


How do CONSUMERSaccess social media?

E-Reader 2%

Internet TV 2%

iPAD 3%

Gaming console 3%

Mobile phone 37%

Computers 97%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 110%

Source: Nielson 2011 Q3 Social Media Report


When compared to the average adult
internet user, active social networks are…

45% 53% 33%
of all active social
more likely to go on more likely to give their
networkers follow a
date option on TV programs
brand

47%
75% 60%
more likely to be heavy
more likely to be heavy spenders on Create reviews of
spenders on music clothing, shoes & products and services
accessories

26% 19% 18%
more likely to give their more likely to attend a
more likely to work out
opinion on politics and professional sporting
at a gym or health club
current events event

Source: Nielson 2011 Q3 Social Media Report


Poll Question
Where do you go for product information?
• Wikis
• Review Sites
• Online News
• Company Websites
• Social Media


Successful brands meet the
customer on their terms.

Wikis 44%
Review Sites 49%
Online News
57%
Company Websites
68%
Social Media
70%
0% 10% 20%
30% 40% 50% 60%
Source: Social Media and Online PR Report | http://ecly.co/OPR-sm 70%


Social Media & Brands
Outlook: 2012


Q If a conversation takes place online and you
are not there to hear it, did really happen?


What sites are BRANDSusing to engage
consumers?
Social networking sites 79% 18% 3%

Media sharing sites 55% 37% 8%

Microblogging sites 52% 41% 7%

Wikis 48% 45% 7%

Blogging sites 45% 45% 10%

Social review sites 36% 52% 12%
Social bookmarking
sites 31% 55% 14%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Have a profile/presence Do not have a profile/presence Don't know

Note: Numbers rounded to equal 100 percent.
Source: IBM Institute for Business Value analysis. CRM Study 2011.


Poll Question
Why 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

How are BRANDSusing social media?
0% 5% 10% 15% 20% 25% 30% 35% 40%

Increase customer advocacy/word of mouth 37%
Protect brand reputation 35%
Improve customer research capabilities 33%
Increase product/brand awareness 32%
Increase customer loyalty 31%
Increase customers acquisition 23%


Best in class BRANDShave a plan for
success

Companies who have profited from social
media aretwiceas likely to have a
FORMAL STRATEGY.

52%

13%


BRANDSactively participate in online
conversations

Establish a method for defining monitoring
benchmarks and goals 21%
Define best practices for deriving actionable
insights from social media 24%
Link monitoring results to increased revenue and
other financial outcomes 32%
Analyze customer insights to improve marketing
campaign effectiveness 44%
Establish a method for engaging consumers in
online conversation 44%
Source: Aberdeen Group, October 2009


Engaged Customers…
Recommends product, service or
brand” (58% of company
respondents)

Engaged customers are “more likely
to convert more readily (44%)

Engaged customers “purchase
regularly” (36%)

Engaged customers “less likely to
switch supplier” (30%)

Source: E-consultancy Engagement Report 2009


Best in class BRANDSintegrate social
media into their communications plan


How effective is social media in
achieving business objectives?

Reduce Customer Acquisiton Costs 18% 50% 32%

Improve Search Engine Rankings 35% 52% 13%

Source: Marketing Sherpa 2010
Increase Website Traffic 41% 54% 5%

Improve Public Relations 43% 52% 5%

Increase Brand or Product Reputation 45% 50% 5%

Increase Brand or Product Awareness 49% 47% 4%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Very Effective Somewhat Effective Not Effective


Part II: First Things First
Executive Buy-in and Key Tactics
for Social Media Success
View this webinar: http://www.customerinsightgroup.com/webinars


Successful social media takes strategy, not luck.
Being wishy-washy about social media is so 2010. Now it’s time to have a
social media strategy that connects with your business goals and ultimately
delivers results. Customer engagement, quality content and constant
monitoring of your brand’s social media presence are all now a part of
marketing’s daily vernacular. So, if you’re not sure where to start, or you
need help fine-tuning your strategy, the experts at Customer Insight Group
have got your back.

We can help:
• Monitor your social media presence.
• Design a social media strategy.
• Create an editorial content calendar.
• Craft editorial content.
• Schedule and manage updates, tweets, etc.

Maybe it’s destiny that you found us. Call us
today at 303.422.9758 and avoid leaving
anything else up to fate.


Social Media Outlook 2012

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