This document summarizes a seminar on social media from different perspectives. It begins with an introduction and overview from David Skerrett of EHS 4D Digital on 11 social media trends for 2011, including group buying, social commerce, payments, question and answer sites, fans becoming affiliates, social gaming, video hauls, the rise of mobile, location-based services, privacy becoming more important, and deeper data analysis and return on investment. It then provides views from Gavin Marshall of AAR Group on key issues clients face with social media, such as navigating different agency perspectives and measurement. The document concludes by thanking the presenters.

1. EHS 4D Group: Social Media
Seminar

2. Welcome to EHS 4D
• Social media from the perspective of agency,
intermediary and client
• To give us greater insight we have managed to pull
together someone from each sector so we get the
insider knowledge
• Firstly our own, David Skerrett with 11 Social Media
Trends for 2011
• Secondly, Gavin Marshall from AAR Group gives us an
Intermediary view on the challenges of analysing social
media campaigns

3. Check into us!
Check into us or ‘Like’ us on Facebook to
receive some retro treats!

4. Around the room
•EHS 4D Twitter Feed – updated in real
time
•And on the company iPad – Flightdeck
(As will be explained in more detail by
David)
•Nintendo Wii

5. Euro RSCG Worldwide Research
Millennials and Social Media
2010

8. U.S.
n=600
France
n=600
China
n=600
India
n=600
U.K.
n=600
Millennials and Social Media>
About the study
• In-depth online survey conducted by MicroDialogue,
June 2010
• 500 millennials (aged 18–25) and 100 “olders” (aged 40–
55) in each of 5 markets (total n=3,004)
• Extensive secondary category research

9. Millennials and Social Media
Social media is changing our
lives and our society: It makes
us more sociable, more global,
and more informed. These
digital communities are like a
second world that each day
turns more important to us.”
—Carla Lozano, Account Group and
Planning Director, J. R. Vallejo y Asociados,
Ecuador
“
>
Introduction
• By whatever name they’re called—
iGeneration, Generation C, Gen Y, Gen
Next, echo boomers—the millennials are
the first true digital natives
• They have never known a world other
than one of constantly improving digital
technologies
• Yet what sets this generation apart is not
so much the use of Internet technology
(everyone uses that), but their use of
social media
• For millennials, social media is as
seamlessly integrated into their lives as
their computers and cell phones; it’s how
they communicate and socialize, conduct
business and explore the world

10. Social media is to millennials what
rock “n” roll was to baby boomers
• A shared phenomenon shaping youth culture and
how the generation views itself
• A means by which to distinguish itself from earlier
generations
• A tool for self-expression and sociopolitical change
Millennials and Social Media>

11. 11
Millennials and Social Media>
1. Social Media is today’s social
Glue

12. A global phenomenon
Millennials and Social Media>

13. Millennials and Social Media>
SoMe keeps millennials in
constant contact

14. Millennials and Social Media>
2. Multiple access points

15. Millennials and Social Media
• 500MM+: Active users
• 700BN+: # of mins/mo. people spend on site
• 90: # of pieces of content average user creates each
month (30BN pieces shared per month in total)
• 70: % of users outside U.S.
• 150MM+: Active users currently accessing FB through
mobile devices (mobile users are 2x as active on FB as
nonmobile users)
Source: Facebook.com
>
The social media mix varies by
country and through time
• Facebook (FB) is an increasingly global phenomenon, having
usurped the once-dominant MySpace
Facebook is the number one site in Lebanon, ahead of Google, Live, and
Yahoo. Because it is cheap and efficient, many marketers are using it. Fan
pages and groups and games are very popular. The Lebanese pressure
groups use it to shape and affect political, environmental, and social issues.
This is something that will stay; it is not a phenomenon that will fade away.”
—Nada Metni, New Business Development, Euro RSCG Beirut
“

16. Millennials and Social Media>
Microblogging platform Twitter is
generating 55MM+ tweets a day
• 37% of Twitter users access service via phone
• Social networking is by far the fastest-growing mobile activity,
reports comScore
• In June 2010, nearly 93MM visited Twitter.com, +109% from previous year
• In U.S., awareness has exploded from 5% of Americans aged 12+ in 2008 to
87% in 2010, but usage trails FB significantly (7% of Americans vs. 41% for FB)
• Nearly 2/3 of active Twitter users access social networking sites via mobile phone
• 51% of active Twitter users follow companies, brands, or products on social
networks
Sources: comScore; “Twitter Usage in America: 2010,” Edison Research/Arbitron Internet and Multimedia
Series; mashable.com
Today social media is strongly linked to the medium itself, but what about
tomorrow? Social media will be mainstream when it is no longer necessary to
master the medium, which still excludes some types of people. Twitter,
Foursquare are not available to everyone, but forums and opinions that reflect
the social media quickly expand through to all.” —Luc Basier, Strategic Planning Director,
Euro RSCG C&O, Suresnes, France
“

17. Millennials and Social Media>
Location-based services = next step
• Social media services based on
geolocation allow users to register
their physical location digitally, in
cyberspace, and connect up
physically, in “meatspace”
• # of users still small, but growing
– Google Latitude = 3MM active
users
– Foursquare and Gowalla bring in
elements of game play and
competition
• These services bridge gap between
virtual online world and face-to-face
offline world

18. Millennials and Social Media>
3. Millenials self-Identify as the
iGeneration

19. Millennials and Social Media>
Generational identifiers vary by
market maturity

20. Millennials and Social Media>
Millennials are mycasting specialists
• Creating their own news,
stories, and conversations
• Active participants and
producers rather than
passive listeners and
consumers
Millennials don’t rely on established
experts. The age of the central news-
gathering spot is gone forever. Social
media threw that model out the window;
people everywhere now tap their personal
universe of contacts to swap advice, news,
and entertainment.”—Marian Salzman, President,
Euro RSCG Worldwide PR, North America
“
Image: www.ist-citizenmedia.org

21. Millennials and Social Media>
4. Social Media for a Change

22. Millennials and Social Media>
The development of social media is coinciding
with emergence of issues that hold particular
interest for young people
• For a time after social unrest of 1960s,
young people in many developed countries
didn’t have much to rally around
• No distinct agenda beyond pursuing higher
education and enjoying fruits of
consumerist lifestyle
• Now, several societal shifts are causing
youth to become more aware of themselves
as a group with common interests,
including:
– Being on wrong side of demographic
bulge (having to support huge #s of
elderly)
– Climate change
– Massive debt in some markets

25. Millennials and Social Media>
Desire for change is in the air
•Huge majorities of both generations believe
change is in order, including more than 9 in
10 millennials in each market
25

26. In the minds of many, social media will be a
key factor in creating whatever change there
is to be
• 7 in 10 millennials believe social media is a force for change
• Similar % also agree SoMe is about entertainment, suggesting
this generation is perfectly comfortable with social media
playing dual roles in their lives, both playful and serious
• India stands out as market with more serious
intentions/expectations for Some

27. Millennials and Social Media>
Millennials wielding social media as
weapon for change
Run by young people for young people, U.K. Youth Parliament
provides opportunities for 11- to 18-year-olds to use their voice
in creative ways to bring about social change

28. Millennials and Social Media>
CONCLUSION: A Phenomenon
with Lasting Implications

29. Millennials and Social Media>
Social media is integral to millennials’
lives
• In our increasingly globalized world, social media offers
youth a shared experience and powerful ways of interacting
and working together
• Just as with boomers and rock ‘n’ roll, a teen or 20-
something who’s not plugged in to SoMe is detached from a
fundamental generational experience

30. Millennials and Social Media>
Social media fulfills a special function
• Music provided the soundtrack, style, and ideology for baby
boomers
• SoMe enables millennials, from anywhere, to interact, communicate,
share, learn, inform, congregate, create, mobilize, and/or play,
seamlessly
• SoMe lubricates and energizes millennials’ lives at school, work, and
home

31. Millennials and Social Media>
Social media shapes behavior and attitudes
• Rock ‘n’ roll was the vehicle for an
entire set of distinctive cultures
still visible today among aging
boomers
• Among millennials, SoMe is so
pervasive that academics and
researchers are seriously
wondering whether it is “rewiring”
the brains of users
• Judging from the rapt attention
today’s youth give to their screens
(computer and mobile), there can
be little question SoMe is shaping
behavior and creating a different
view of the world and how one
interacts with it

32. Millennials and Social Media>
Millennials identify with SoMe
• Rock ‘n’ roll shocked pre-WWII
generations and, for that, was all
the more embraced by rebellious
boomers
• Now, people of all generations
recognize that millennials have a
natural affinity for digital
technology in general and social
media in particular
• Social media is millennials’
“thing”—and its impact shows no
signs of waning
• In culture and commerce, the
implications of social media on this
newest generation will be profound

33. David Skerrett
Head of Social Media &
Mobile,
EHS 4D Digital

34. 11 Trends for 2011

35. Of slight concern…

36. 11 Trends for 2011
1. Group Buying
2. Social Commerce
3. Payments
4. The rise of Q&A Sites
5. Fans into affiliates
6. Social gaming & ARG
7. Video hauls
8. Mobile
9. Location, location, location
10. Privacy becoming mainstream
11. Deeper data analysis & ROI

37. 1. Social Pricing
& Group Buying
=
=

38. Groupon
• Fastest growing company ever

41. 2. Social commerce
China, Sept 9th: 205 smart cars
sold in 204 minutes

43. Facebook
Credits
3. Payments

44. Pay with a Tweet

45. 4. The rise of Q&A sites
• A continually improving collection of
questions and answers created,
edited, and organized by everyone
who uses it

46. 5. Fans into Affiliates

47. 7-Eleven Zynga Promo
6. Social Gaming & ARGs

48. McDonalds Farmville One Day Promo

49. Augmented Reality Gaming (ARG)
Dark KnightLewis Hamilton Reebok

50. 7. Video hauls

51. 8. Mobile revolution

52. - Mindsets
• Head up
• Head down
• Time kill
• Time save

53. - Payments

54. - Augmented Reality

55. - Loyalty cards

56. 9. Location, location, location

57. 10. Privacy becomes mainstream

59. Any questions?

60. Gavin Marshall
Director of Digital,
AAR Group

61. Key issues facing clients
• Confusing plethora of agency
perspectives
• Internal structure presents obstacles
• Conversation management: inhouse vs
outsourcing
• Crisis and reputation management
• Need a programme, not just campaigns
• Measurement (or lack of it)

62. Thankyou
Matt Atkinson
Matt.atkinson@ehs4d.com
@mattieatkinson
David Skerret
David.skerrett@ehs4dgroup.com
@skegz
Gavin Marshall
gmarshall@aargroup.co.uk
@Gav_M