The document provides an overview of new developments in digital and social media. It discusses what types of searches people conduct on mobile devices and when. It also looks at Facebook usage patterns by age group in Australia. The document then examines social marketing concepts and the importance of building a base. It discusses different social networks and what people are doing on Facebook. It provides details on Klout and how it measures influencers across various networks. The document also covers new developments on Facebook including subscriptions and what this means for brands. Finally, it summarizes Google+ and how it differs from Facebook, and ways brands could utilize Google+.

1. New things in Digital
September 2011

2. Digital quiz
• What are most people searching on their
mobiles?
– Location based activities
• What time are most people using their mobiles
for search?
– Late afternoon/evening
• What is the biggest %, by age group, of
Australian’s on facebook?
– 24 – 34yrs
2

3. 1. What’s new?
Social, technology & mobile

4. What is social marketing?
Social = CRM + PR + Value
(dialogue) (push) (exclusive)
Basic social
4

5. Before considering dialogue, you must have a base
Phase 1: Acquisition Phase 2: RM
UE NCE
FL
R E IN
MO
Number
Initial – 6mths Ongoing
Time
5

6. The most important element of social
ou are
If y g to
g oin ou
t, y
tar to
s
ne ed
inu e
co nt
6

7. What are the different types of networks?
Image Video Friends
ore than
M
just
ook
Writing
Sharing
b
face
Shopping Professional Interest
7

8. What are people doing on facebook?
8

9. Facebook is the biggest image library
9

10. When are people looking at shared content?
It is nt
orta
imp t cut
to ge gh
t hrou y.
10 qu ickl

11. What are the different types of networks?
11

12. What is Klout?
• A network that measures top content influences
across the following services:
– Twitter
– Facebook
– Foursquare o
goa l is t y
– YouTube The tand wh
– Blogger
un ders one is
– Instagram s ome ial, in
flu ent hat
– Last.fm in to w o
– Tumblr ards & wh
reg nt,
– Flickr te
con influen ce.
they
12

13. Klo ut?
uses junkies
Who ogy ol nt wa
Techn le who .
&p eop he know l
t ia
t o be in her soc .
ot re
It ’s an out the
k
ne twor
13

14. Klout – What’s new?
• Klout have introduced +k
– Allows users to rate someone as influential to them in
regards to a specific topic.
– Currently, topics are pre-determined by the Klout
algorithm, but it is expected Klout will allow users to
add their own topics. 1
14

15. What does this mean for brands?
• Klout may allow brands to monitor who is
influential within the social community with
regards to a specific industry, or alternatively,
with regards to a specific product.
• The opportunity would then be to target those
particular consumers with content & develop
relationships.
• Potential to discover brand advocates &
influencers.
15

16. facebook are the new Google
• They change things when people are comfortable
with them:
– Ability to remove commenting
– Competition rules
– 25 likes to start create a domain
– Subscription features.
16

17. Facebook subscribe
• Until now, users could only see user posts if they
were friends, or if they liked a page.
• Facebook has just launched a “subscribe” button
that performs the following functions2:
– Allows you to choose exactly what you can see from
others into your news feed
– Subscribe to people who are not your friends
– Allow others to subscribe to your updates.
17

18. Facebook subscribe
18

19. Facebook subscribe
19

20. Facebook subscribe – what does it mean?
• What will the implications be?
– More publically available data on facebook
– Improvements in facebook search functionality
– Facebook is beginning to act more & more like a blog or
full website, providing consumers with everything that they
need
• The functionality is not yet available for pages, but
there are definitely implications for business / brand
pages.
• It is unclear whether the fact that someone
“subscribes” will appear on the user’s wall or in
friends’ news feeds – STALKER WATCH.
20

21. What does this mean for brands?
• Consumers will now be utilising brand pages like
blogs / news feeds.
s
ent i
Cont g to
goin ey to
me k ng.
beco ythi
ever
21

22. Google +
• Google’s latest foray into the social sphere,
launched in June 2011 as an alternative
networking platform.
• Centred around making every existing Google
product socially compatible, ensuring that you
don’t have to log into different services to share
your photos, upload video or let others know
le
what you’re up to 3. Goog their
ding
n le
expa – Goog e
h l
reac & Goog
t
Buzz weren’
e
Wav ht, so
rig ill
ully+w
22
hopef e.
b

23. The rise of Google +
Facebook took
2.5 years to
reach
Google +
18 million users.
took just
21 days.
23

24. So what’s the difference?
• Sharing online is more like sharing in real life.
– Different things with different people.
– “circles” of friends / associates can be created -
much like segmenting a database.
24

25. So what’s the difference?
• “Hangouts” allow for video calling specific or
circles of friends.
25

26. So what’s the difference?
• “Huddles” allow for group chat – particularly
useful as part of the mobile offering.
26

27. So what’s the difference?
• “Sparks” are topics of interest to you.
– Notify Sparks & it will send you things it thinks you
might like.
27

28. Are people using Google+?
ill
ok is st
Fa cebo people’s
pa rt of ur – it
o
be havi time to
e
wil l tak e to +
g
chan
28

29. What’s in it for brands?
• Brand roll out is slated for the end of 2011.
– Integration with Google advertising products.
– Superior data and analytics.
– Improved search.
– Will integrate with Google Apps.
• Ways in which brands might use Google +.
– If circles become public & subscribable, customers could
sign up for specific channels.
– Ability to segment users & possibly use as focus or test
groups.
– Enhanced SEO as Google+ will potentially have premium
results.
29

30. 1. What’s new?
Social Web Trends
30

31. Walk down memory lane….
Remember when
Apple announced
ý
that it’s
mobile devices
would no longer
support flash?
31

32. Windows 8
• Microsoft have announced that they will be
following in the steps of Apple.
Windows 8
for mobile devices
will not support
plugins…
including Flash
32

33. What does this mean for brands?
• Flash headers or elements utilised in any sites
will not function on mobile devices at all in
future.
33

34. Social is a big factor in Off page SEO
On Off Better
page page SEO
The n eed to be
p resent in
social is
reasing...
inc
34

35. 2. What’s happening?
Consumer & industry trends

36. Mobile
• Mobile is becoming one of the most talked about
areas in the digital industry.
• It is important to remember that “Mobile” isn’t
only about applications…
Mobile = Marketing + Apps + Website
36

37. What is a mobile device?
Smart Other
Mobile = + Tablets +
phones devices
37

38. What are the different types of OS?
le
e& App
G oogl finitely
e
are d o watch
t
ones involved
& be ith...
w
38

39. Mobile growth
52% 8x faster
growth rate than
of our population desktop computing at
has the same point in
development4.
a smartphone
- 2nd highest usage
rate in the world4.
Market Share
IOS: 42%
1st billion Android: 29%
downloads of Android - but growing 4x as fast4.
apps took 2 years.
The last billion
took 60 days4.
39

40. Mobile & motherhood
• Mothers are 18% more likely than general public
to have a smart phone which they are using all
day everyday7.
– 37% of media time on phone
– Snacking on content is high
– Respond well to mobile ads
• 46% have taken action after seeing an ad on their phone.
e the
Mobiles ar
–
place to be
ent
se arch, cont
d
& simplifie
web.
40

41. Mobile & the home
#1mobile
usage location
44%
of us go to bed
is in the home. with our phones
in arms reach.
Nearly HALF
of users are ‘dual-
screening.’
41

42. 42

43. Why mobile?
2. It is
immediate
1. It 3. It
entertains connects
us us locally
Mobile is
more
than a
phone
43

44. 1. Mobile entertains us
75% of people
use smartphones
in off-time at work.
125 years 60% use them on
of Angry Birds are their daily commute.
played every day.
37%
of Australia’s mobile data
traffic is related to video.
Predicted to be 200 million
69% by 2015. playbacks a day on
YouTube.
44

45. 2. Mobile is immediate
11%
of all travel enquiries
are
made via mobile
82%
of people booked
within 1 day of departure
vs 45% on desktop
58%
were within
35km of
their hotel
45

46. Young people love shopping on mobile
46

47. 3. Mobile connects us locally
66%
of local searches
are from a mobile.
Half of these
result in an action. Smartphones
enable communication &
connect us.
47

48. What about other mobile usage?
Other uses for your mobile

49. What else is happening on mobile?
Search Social Content
49

50. When are people searching on their mobile?
• Consumer searches on the mobile differ to that
of desktop search:
– 66% of mobile searches have a local intent
– Mobile search numbers peak at night, on weekends &
leading up to holidays
e
People ar
sea rching on
t
the go & a
night.
50

51. Mobile & Social
• 37% of users access social media
through their mobile5.
• 47% of female users have social
networking featured on their
phone6.
– 30% say it’s their most valued
feature.
• More than twice as many people
over the age of 55 visited social
networking sites on their mobile
than last year6.
51

52. Mobile & Social
• Consumers aged 16-34 have indicated that they
liked checking out brands on social media sites.
• 25% of the same age group interacted with
content from a brand’s facebook page at least
once a day, compared to 17% of older adults.
C onsumers
o
ex pect you t
n
be present o
social –
whatever
is
52 form that

53. How is this relevant?
What are the implications for brands?

54. Mobile & brands
• The purpose of a search via a mobile device
needs to be considered:
ser
Smart Phones Tablets When a u
an
comes to
• On-the-go • At home are
site what
• Quick info • In depth ng
research they hopi
to see?
• Most visits to brand sites via mobile will be:
– From the home
– With local intent.
• It is important that the level of content provided
takes this into consideration.
54

55. Key take outs
What do we need to do?

56. What are the things to think about?
• Social
– Is this an area in which your brand is interested in
investigating?
– Requires dedicated monitoring to ensure all customer
queries are answered.
• Mobile
– It will be important for 2012 that we think about how to
build landing pages & sites for both PC & mobile.
More and more searches are coming from mobile
devices.
• Simplified content.
• Easily accessible contact details.
56

57. Thank you.
e: hello@withcollective.com
w: withcollective.com
f: facebook.com/withcollective

58. References
1. http://mashable.com/2011/09/15/klout-topic-pages/
Top-K-Recipients
2. http://blog.hubspot.com/blog/tabid/6307/bid/25087/
BREAKING-Facebook-Announces-New-Subscribe-
Button.aspx
3. http://www.pocket-lint.com/news/40785/what-is-
google-android-iphone-apps
4. ThinkMobile conference, Google, Thursday, 7th
September, 2011.
5. http://blog.hubspot.com/blog/tabid/6307/bid/25083/6-
Compelling-Social-Media-Stats-Marketers-Should-
Know-Data.aspx
6. Nielson Social Media Report: Q3 2011
7. http://www.imediaconnection.com/content/29630
58