There has been a rush by brands in the last 24 months to embrace Facebook as the primary destination to connect with their consumers. The belief has been that consumers with their ever increasing network of friends represented an opportunity to disseminate their message in a cost effective manner. Recently however there have been a number of research reports indicating a decline across the board of engagement levels on social networking sites around the globe. This decline is concentrated in the key 18-29 YO demographic or post college but younger than 30 age set. This document will try to shed some light on:
What are the actual social networking trends?
Are their basic human drivers behind these trends?
What are the technological drivers enabling these human drivers?
What are the implications for brands and agencies?
How do we exploit these changes on behalf of clients?
The findings from an analysis by Burson-Marsteller and Proof Digital of the Fortune 100's use of Key Social Media Channels, including Twitter, Facebook Fan Pages and Blogs. Released: Summer 2009
Web Radio Monitor 2012, study on online radio in GermanyGoldmedia Group
The study was undertaken on behalf of the Bavarian Regulatory Authority for Commercial Broadcasting (BLM). “Web Radio Monitor 2012” provides an overview of the German online radio market and quantifies use through primary data research, drawing from a survey of all online radio providers. The study includes market and potential analyses as well as a categorisation of internet radios according to genre and type of service.
The findings from an analysis by Burson-Marsteller and Proof Digital of the Fortune 100's use of Key Social Media Channels, including Twitter, Facebook Fan Pages and Blogs. Released: Summer 2009
Web Radio Monitor 2012, study on online radio in GermanyGoldmedia Group
The study was undertaken on behalf of the Bavarian Regulatory Authority for Commercial Broadcasting (BLM). “Web Radio Monitor 2012” provides an overview of the German online radio market and quantifies use through primary data research, drawing from a survey of all online radio providers. The study includes market and potential analyses as well as a categorisation of internet radios according to genre and type of service.
This talk makes the case that (1) a vibrant commons of knowledge (culture, science, etc) is required for other 'opens' (source, infrastructure, society) to survive; (2) knowledge is harder and slower to open than other layers; (3) it can be done anyway, through disruptive services and collaboration that creates new categories of knowledge works rather than merely recapitulating and failing to compete with existing proprietary-dominated categories. Understand the threat, challenge, and resultant opportunities for entrepreneurs, policymakers, and activists to contribute to ensuring an open future.
Web 2.0 Solutions For One High-end Hotel Brand in BeijingLara Young
This proposal is written for a high-end hotel brand in Beijing. How to take advantage of web 2.0 and to be ROI centric is becoming important for brand marketing in this era.
The hotel's name has been deleted because of the privacy protection purpose.
A case study of an innovative online promotion, that offered a price reduction according to the temperatures in the summer.
This presentation was held by Robert Anghel, Online Marketing Manager at Orange Romania in an Orange Online Meetup event. Find more about Orange Online Meetup at orange.ro/meetup.
Opening presentation from iMedia 2013 Breakthrough in Austin, TX. I was the MC of this event. This opening presentation makes the case to use mobile as a platform instead of a channel. Subsequent presentations from other presenters filled in the blanks
This talk makes the case that (1) a vibrant commons of knowledge (culture, science, etc) is required for other 'opens' (source, infrastructure, society) to survive; (2) knowledge is harder and slower to open than other layers; (3) it can be done anyway, through disruptive services and collaboration that creates new categories of knowledge works rather than merely recapitulating and failing to compete with existing proprietary-dominated categories. Understand the threat, challenge, and resultant opportunities for entrepreneurs, policymakers, and activists to contribute to ensuring an open future.
Web 2.0 Solutions For One High-end Hotel Brand in BeijingLara Young
This proposal is written for a high-end hotel brand in Beijing. How to take advantage of web 2.0 and to be ROI centric is becoming important for brand marketing in this era.
The hotel's name has been deleted because of the privacy protection purpose.
A case study of an innovative online promotion, that offered a price reduction according to the temperatures in the summer.
This presentation was held by Robert Anghel, Online Marketing Manager at Orange Romania in an Orange Online Meetup event. Find more about Orange Online Meetup at orange.ro/meetup.
Opening presentation from iMedia 2013 Breakthrough in Austin, TX. I was the MC of this event. This opening presentation makes the case to use mobile as a platform instead of a channel. Subsequent presentations from other presenters filled in the blanks
What is Stopping (eating) Mobile? - Agency perspective of what is stopping mo...Decibel Advertising
This is the entire presentation with some additional slides added to the first section for clarification.
The BIG Session On Mobile - “If mobile is the remote control to our lives, why can't we hit fast forward?”
Welcome to the BIG session on Mobile; a topic that is literally at the tip of our fingers every single minute. Mobile drives our interactions and decisions with media as well as with people almost every moment of the day (and night). The business is growing, but maybe not at the pace every pundit would expect, so in this interactive session we will uncover the answers to your burning questions about mobile. What innovation is required for mobile to meet expectations as a marketing medium? What are the key innovations that are taking hold and what's not working so far?
In this session, you hold the remote by contributing to the conversation in real time with the integration of "Poll The Web". Gene Keenan, Founder of the Collective Factory will be our featured keynote speaker and he will lead an interactive Q&A session with your real-time feedback featuring our panel of experts from across the web.
TCF Founder, Gene Keenan
Vungle Founder and CEO, Zain Jaffer
App Savvy’s SVP of Sales, David Alvin
Global VP of Innovations at Mojiva, Jack Hallahan
Chief Vision Officer of 26DotTwo, Chris Beck
Yahoo’s VP of Sales, Patrick Alban
Fetch, Guillame Lelait
Two charts showing mobile as a channel versus mobile as a platform.
Simple one pager showing the consequence of treating mobile as a channel instead of a platform.
This is part of a bigger presentation for SFBig. I'll upload the whole thing once I do the presentation. Mobile marketing, mobile advertising, mobile platform, mobile media, mobile transaction, mobile location, mobile social
The focus of this presentation is on sharing. Advertising agencies are really bad at sharing ideas and information within the industry. This shows the consequences of not sharing. It is juxtaposed against the music and food industries which are built on the paradigm of sharing. It contains some recurring themes from previous presentations
This was a Keynote presentation. Unfortunately, Slideshare is still not supporting Keynote so you will be missing the presenter notes so it may seem a little disjointed or confusing. While doing the presentation I started with a pot of water and some sugar. While I presented, the water evaporated and the sugar started to caramelize. By the time I finished the presentation the sugar had turned to caramel. The point being that things change fast. Our clinging to an idea instead of sharing in those ideas results in them becoming irrelevant. If the concept of caramel had never been shared we would not have all the great things you can make with caramel. The idea you have today will be 10x different and better tomorrow when it is shared.
This is a presentation I gave last year at the M-Love conference in Monterey California. The M-Love is the best conference I have been to. It is focused on the exchanging of ideas and community building. It includes workshops on harnessing the brain power of all attendees. I would highly recommend this conference to anyone wanting to expand their view of the wireless space and the world.
This is a very short 7-8 minute presentation I gave on a panel at adtech this past month. The main thrust of this POV is that the internet is everywhere and if we don't adopt that strategy then we will fail. The implication is mobile and connected devices need to be thought of as a platform instead of another planning channel. Many refer to this as Mobile First but I prefer Mobile led Omni Channel Planning. The reason for this is many in the tech industry are still thinking in silos but because of the popularity of mobile say do mobile first. Hence the name Mobile First.
This is a continuation in the connecting the dot series presentations. This one is focused on where mobile fits within the larger media universe.
I looked at TV and print data going back to the mid 70's to see if there has ever been a media channel with the impact of mobile from a brand metric perspective
See presenter notes for a more detailed understanding of the slides.
This is a stub deck of a larger internal presentation on two things:
1) ad formats and mediums and how we do a poor job matching the message to the medium
2) the downfall of the current obsession with targeting. Why creative triumphs over data every time but media agencies and clients are focused on where they can see small gains instead of GIANT GAINS in their ROI
The solutions had to be removed for now but I think a smart person could figure it out.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
Search and Society: Reimagining Information Access for Radical FuturesBhaskar Mitra
The field of Information retrieval (IR) is currently undergoing a transformative shift, at least partly due to the emerging applications of generative AI to information access. In this talk, we will deliberate on the sociotechnical implications of generative AI for information access. We will argue that there is both a critical necessity and an exciting opportunity for the IR community to re-center our research agendas on societal needs while dismantling the artificial separation between the work on fairness, accountability, transparency, and ethics in IR and the rest of IR research. Instead of adopting a reactionary strategy of trying to mitigate potential social harms from emerging technologies, the community should aim to proactively set the research agenda for the kinds of systems we should build inspired by diverse explicitly stated sociotechnical imaginaries. The sociotechnical imaginaries that underpin the design and development of information access technologies needs to be explicitly articulated, and we need to develop theories of change in context of these diverse perspectives. Our guiding future imaginaries must be informed by other academic fields, such as democratic theory and critical theory, and should be co-developed with social science scholars, legal scholars, civil rights and social justice activists, and artists, among others.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
3. SUMMARY
There has been a rush by brands in the last 24 months to embrace Facebook as the primary
destination to connect with their consumers. The belief has been that consumer with their
ever increasing network of friends represented an opportunity to disseminate their message in
a cost effective manner. Recently however there have been a number of research reports
indicating a decline across the board of engagement levels on social networking sites around
the globe. This decline is concentrated in the key 18-29 YO demograhic or post college but
younger than 30 age set. This document will try to shed some light on:
• What are the actual social networking trends?
• Are their basic human drivers behind these trends?
• What are the technological drivers enabling these human drivers?
• What are the implications for brands and agencies?
• How do we exploit these changes on behalf of clients?
3
4. SOCIAL NETWORKING MYTHS AND REALITIES: A SUMMARY
BELIEF REALITY
Social networking is a new phenomenon Only the mechanic is new
Despite the advent of digital the actual size of intimate reciprocal
Digital allows humans to maintain large reciprocal networks
networks are small (20-40 people) and a maximum of 150
Brand pages are generally a waste of money & time unless they
I just need to create a Facebook presence
are executed well with a marketing plan behind them
Brands can reach a large network of people using social Most consumers will never see your message
Facebook transforms marketing The same old marketing rules apply
Mobile is still new Mobile will over take online in a year
Over sharing of information is a new consumer behavior
Only the mechanic is new
driven by social networking
4
6. FACEBOOK REMAINS DOMINANT PLATFORM
U.S. Visitor Trend for Leading Social Networking Sites
180,000
160,000 Facebook.com
140,000 Linkedin.com
Myspace.com
120,000
Twitter.com
100,00 Tumblr.com
80,000 GOOGLE+
60,000
40,000
20,000 FACEBOOK IS
0
0 0 0 0 0 0 0 0 0 0 0 0 0
STILL WINNING
1 1 1 01 1 1 1 1 1 1 1 1 1
-20 - 20 20 2 20 20 20 20 -20 20 -20 20 20
un
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ug
-
ep
-
ct
-
ov
-
ec
- n-
eb ar
-
pr y- n-
J Ju A S O N D Ja F M A M
a Ju
5 Source: Comscore Media Metrix, U.S., Jun-10-Jun-11
7. BUT GLOBAL DECLINE IN SOCIAL NETWORKING USEAGE HAS BEGUN
Decline is seen in
the key 18-29 Year
Old User
But:
Middle age groups
continue to grow and
are the fastest
growing
7 Source: http://globalwebindex.net / August 2011
8. DECLINE IN FB USEAGE BY ACTIVITY
10.0%
July 2009 -> June 2011
5.0%
Over time Facebook
0.0%
usage contribution
-5.0%
drops off and
-10.0%
involvement
becomes more
-15.0%
ts
passive
n
le
s
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ift
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tis
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ith
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-20.0%
on
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Global US US College Educated < 30
8
9. THE MAJORITY ABANDONING FB ARE YOUNG ADULTS
9
1/4
OF YOUNG ADULTS (18-29YO) LEAVING THE SOCIAL NETWORK
SOURCE: http://www.gartner.com/DisplayDocument?ref=clientFriendlyUrl&id=1724424
10. WHY THIS DECLINE IN USEAGE?
“boredom” and “getting tired” of
the services
10
13. MOVE TOWARDS HYPER PERSONAL, HYPER LOCAL ACTIVITIES
INCREASED
0.0%
5.0%
MOVE TOWARDS:
Played a game HYPER LOCAL
Started a group
HYPER PERSONAL
Online dating
ENGAGEMENTS
+
Joined a branded group
LOW ENGAGEMENT HIGH
Uploaded videos on your profile
IMPACT ACTIVITIES
(video - analogous to a form letter)
US College Educated < 30
13 Source: http://globalwebindex.net / August 2011
14. Tumblr
Total Users
FACT:
Activity is down and they are Per Day
“leaving” FB.
0 12500000 25000000 37500000 50000000
Instagram
WHERE:
They are moving towards Tumblr,
Total Users
Instagram, Path, Color, and
GroupMe: Passion groups with
more authentic experiences. Per Day
0 2000000 4000000 6000000 8000000
Source: http://www.gartner.com/DisplayDocument?ref=clientFriendlyUrl&id=1724424
17. Because social was largely a activity done online it was used
to fill in the time between other tasks.
As mobile has freed us from being tied to desktops it has
made us more terrestrially focused creatures with mobile
acting as the tether to our virtual lives.
As these terrestrial experiences become more deeply
personal, physically managing large networks of “friends”
becomes “boring” and “tiresome.”
18. THERE IS A HISTORICAL PRECEDENCE FOR THIS
150
Dunbar's number is suggested to be a
theoretical cognitive limit to the number
of people with whom one can maintain
stable social relationships. These are
relationships in which an individual knows
who each person is, and how each person
relates to every other person.
There is debate about the exact number
but it is somewhere between 100 and
DUNBAR’S NUMBER 250
BACKGROUND: Dunbar's surveys of village and tribe sizes also appeared to approximate this predicted value, including 150 as the estimated size of a neolithic
farming village; 150 as the splitting point of Hutterite settlements; 200 as the upper bound on the number of academics in a discipline's sub-specialization; 150 as
the basic unit size of professional armies in Roman antiquity and in modern times since the 16th century; and notions of appropriate company size.
18
19. The average 22-year-old has over
1,000 Facebook friends
Far beyond the carrying capacity of Dunbar’s Number
source: http://www.intersperience.com/ May, 2011
20. BUT THE
AVERAGE
USER HAS ONLY
130 FRIENDS DUNBAR’S NUMBER
source: http://www.facebook.com/press/info.php?statistics August, 2011
21. FRIENDS BY AGE: LIFE STAGE
Group Acceptance Self Actualization & Intimacy
The social networking life cycle
1,000
1000 is to move from one of seeking
group acceptance to one of
self identity and intimacy.
750 College
As we get older we move
towards smaller more intimate
500450 groups and individual
passions.
Early Adult Life Middle Age
Jr High/High School
250
150 Older users will never have
75 large networks because they
20 have moved beyond the group
0
acceptance phase of life.
13-16 YO 17-22 YO 30+ YO 40+ YO 50+ YO
21 source: intersperience, gene keenan
22. SO, SIZE DOES MATTER: SMALLER NETWORKS GET MORE LOVE
Established Relationships
40
One-Way Communication
Reciprocal Communication
# OF PEOPLE
30
Despite large network sizes.
Reciprocal communication
20
remains with a small intimate
group
10
0 NETWORK SIZE
0 100 200 300 400 500
22 source: http://overstated.net/2009/03/09/maintained-relationships-on-facebook
23. Q: WHAT IS THE NATURE OF THOSE HIGH
REACH ONE-WAY CONVERSATIONS?
24. ERIC BERNE
Creator of
Transactional Analysis
Pastime Conversations
A pastime is a series of transactions that is
complementary (reciprocal), semi-ritualistic, and is
mainly intended as a time-structuring activity:
Small talk.
Pastime conversations are low engagement but
of high value from a ritualistic standpoint
Example (while running into someone on street):
Talking about the weather
Headline news
http://en.wikipedia.org/wiki/Transactional_analysis
25. THE RITUAL IS THE SAME TODAY BUT THE CHANNELS HAVE CHANGED
YESTERDAY: IN-PERSON TODAY: VIRTUAL
Talking about the weather Twitter updates
General small talk Facebook updates
Content from analog Content from digital+
LOW REACH HIGH REACH
BUT BOTH ARE LOW
ENGAGEMENT
25
26. MOST SOCIAL INTERACTIONS ARE “PASTIME” CONVERSATIONS
Average User*
“Sharing Information” Low Engagement
“announcements”
Broadcast out but typically not
read, commented or synthesized*
The primary difference between
analog and digital ritual
conversations: digital are typically
not reciprocal (because they are not
in-person)
*You can most easily see this in twitter where information is
broadcast and forwarded but rarely analyzed for accuracy. At the end
of the day it’s not the content that matters but the ritual of sharing it.
26 source: http://overstated.net/2009/03/09/maintained-relationships-on-facebook
27. BUT BASED ON THIS RESEARCH THEN FACEBOOK ADVERTS SHOULD NOT BE EFFECTIVE
FACEBOOK CTR GOOGLE ADWORDS CTR
0.011-0.165% 0.4-0.7%
but...
conversions
were practically
non-existent
27 source: http://bit.ly/mYPZ9k
29. FIRST: WHAT ARE CONSUMERS PERCEPTIONS OF MEDIA?
Emails I signed up for Editorial content such as a newspaper article Ads in magazines Brand websites
4% 3% 11% 3% 6%
3% 4% 4% 4%
36% 46% 12%
34% 49%
22% 52% 17%
31% 49% 11%
Ads served in search engine results Products shown embedded in TV Ads on mobile devices Ads in radio
2%
7%
2% 2% 3% 6% universal in
19% 52% 19% 15% 53% 18% 11% 11% 50% 22% 15% 24% 51% 16%
lack of trust
Online video ads Online banner ads Ads on social networks Ads on TV
2% 2% 2% 7%
3%
17% 52% 20% 9% 14%
51% 23% 11% 13% 48% 24% 13%
26% 45% 19%
Trust Completely Trust Somewhat Neither Trust nor Distrust Don’t Trust Much Don’t Trust At All
29 Nielsen, Global Online Survey, Q1 2011
30. INDIVIDUAL relationships and collective wisdom however DO WORK
RECOMMENDATIONS FROM PEOPLE I KNOW CONSUMER OPINIONS POSTED ONLINE
note drop off
between
#1 #2
4% 2%
2%
1%
18% 58% 21% 45% 38% 10% friends and
just
consumers
Trust Completely Trust Somewhat Neither Trust nor Distrust Don’t Trust Much Don’t Trust At All
30 Nielsen, Global Online Survey, Q1 2011
31. FACEBOOK REALIZES THIS WHICH IS WHY THEY DO THIS:
Facebook attempts to be a “friend” by
selling ads based on friend likes
31
32. GE STUDY PROVES CONSUMERS RESPOND TO SHARED CONTENT
Research proves
that close
relationship
recommendations is
the best way to win
32 source: http://adage.com/article/digital/ge-study-proves-consumers-respond-shared-content/232324/
34. MEASURING CORE FANS ON FACEBOOK
CORE FAN:
Any fan whose comment count is higher
than the average is a “core fan”.
This number ranges from 1.14 for Bob
Marley to 2.03 for Bob Marley.
WHY THIS IS IMPORTANT:
Unless a fan actively participates in a brand’s
Facebook Page and their activity on the Page
has been continuous, the brand’s status
updates will cease appearing in the fan’s
Facebook news stream.
34 source: http://bit.ly/mYPZ9k
35. Q: WHY ARE CORE FAN COUNTS SO LOW IF
BRAND X OR ARTIST Y IS A PASSION POINT?
36. Campfire Versus Fireworks Theory
Brand X or Artist Y might be a
passion point but when that
interaction takes place in
Facebook it becomes less
authentic because it’s not
close and intimate
Close intimate lasting Group experiences, exciting
conversations but not intimate
source: Sam Huston
37. IMPLICATIONS
FACT:
Young users are moving to mobile at an accelerated rate
RESULT:
Mobile allows casual connections to be maintained in a one
way “shout out” (pastime conversation) using video posting
while engaging in deeper connections with “true friends” and
personal passions through smaller more intimate networks
Facebook moves from ‘Passion Point” to “Utility”
37
39. FACEBOOK
FACT:
Young users activity already mirrors that of older users once you
strip away the “Maintained and One-Way” relationships
RESULT:
Young users will maintain large networks through pastime
conversations but will have a smaller group of close connections
(either through FB or a another third party passion site/app).
39
41. THE PATH FORWARD
INSIGHT SOLUTION
Brands need to move beyond Pastime type For social this means
conversations with consumers and into deeper • Being mobile which means understanding where
more meaningful relationships with them mobile is going
This means: • Going smaller by focusing on passions like:
• Understanding your consumer • Instagram
• Tumblr
• Knowing their passions
• Path
• Relating to those passions
• etc.
• Being where they are
• Providing services instead of advertising. The best
• Providing value way to do this is with mobile
• Creating opportunities to share instead of advertising
to
41
44. MOBILE INTERNET IS NOW FREE AND EVERYWHERE
Observation:
Smartphones are now “free”
Implication:
Acceleration of the mobile
consumer
44 Source:AT&T / August 2011
45. IN 12 MONTHS MOBILE WILL OVERTAKE ONLINE
NOW 1 YEAR FROM NOW
1% 3%
1% 12% 11%
7% 7%
2% 18% One year from now
mobile devices
combined will match
19% PC/Laptops as
people’s preferred
77% 42% internet access device
E-Reader Mobile Phone Personal PC/Laptop
Tablet Device Through my TV Work PC/Laptop
WHICH OF THE FOLLOWING IS YOUR FAVORITE DEVICE TO ACCESS THE INTERNET
45 Source: http://globalwebindex.net / August 2011
46. MOBILE DRIVING SOCIAL NETWORKING GROWTH
April 2008 April 2009 April 2010
Category # of Unique Users # of Unique Users # of Unique Users
(000) (000) (000)
500% Social
5,270 13,905 27,007
Networking
412%
375% Search 11,817 24,846 35,573
Entertainment 9,687 17,330 25,791
250% 218%
125%
0%
Social Networking Search
46 source: nielsen - april 2010
47. MOBILE SOCIAL NETWORKING APP USEAGE IS SOARING
240% since last year.
Pastime social networking activity is quickly moving
to mobile
47 source: comscore - June, 2010
48. LARGE MOBILE COMPANIES
2x more active than desktop-only users
Mobile = 50% of total active users,
200 MM mobile active vs. 25% Y/Y
users vs. 50MM in 9/09 Mobile = 40% of all tweets
50% of all users subscribe on
100MM mobile users vs. 50MM Y/Y
mobile
48 Source: KPCB / June 2011
49. 60%
Of all Smartphone owners have used a
location based service
source: Pew Research Center’s Internet and American Life Project
50. HOW CAN BRANDS REACH
CRM for those users who “Like” the brand can be used to generate
the “friend recommendation” (most effective) brands want.
EXAMPLE:
Lauren Mary
Banana Republic
sends Lauren a
coupon for
Like Works
shopping and tells It leverages a brand
Likes Banana her she can bring a advocate to act as a
Republic They go shopping sales person on the
friend: She brings
her friend Mary. brands behalf
50
51. Facebook counts as “active” users who go to its Web site or its
Title Line One mobile site. But it also counts an entire other category of people
Secondary title line
who don’t click on facebook.com as “active users.” According to
the company, a user is considered active if he or she “took an action
to share content or activity with his or her Facebook friends or
connections via a third-party Web site that is integrated with
Facebook.”
Come again?
In other words, every time you press the “Like” button on NFL.com,
for example, you’re an “active user” of Facebook. Perhaps you
share a Twitter message on your Facebook account? That would
make you an active Facebook user, too. Have you ever shared
music on Spotify with a friend? You’re an active Facebook user. If
you’ve logged into Huffington Post using your Facebook account
and left a comment on the site — and your comment was
automatically shared on Facebook — you, too, are an “active user”
even though you’ve never actually spent any time on facebook.com.
51 http://dealbook.nytimes.com/2012/02/06/those-millions-on-facebook-some-may-not-actually-visit/