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Social media in 2010 and 2011
The document discusses social media trends from 2010-2011. It provides statistics on time spent on social media, audience demographics, common activities, and growth trends. It then examines case studies of successful social media campaigns for Old Spice, Queensland Tourism, and United Airlines. Finally, it suggests strategies for the future, including listening to customers, involving them in product development, creating useful and shareable content, focusing on corporate social responsibility, measuring return on investment, and exploring opportunities in virtual worlds.
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Social media in 2010 and 2011
- 1. Social Media in2010 and 2011 Jez Jowett, SoMe Director
- 2. Facts Case Studies For theFuture. “Social media is the on-‐going conversa4on of the planet. As 4me goes on, it is my home on the internet. It is my home page, the place where I spend the most 4me. It is where I do business. It is where I hang out with my friends. It’s where I find out about new movies, television and products.” Kurt Sondregger, VP Marke4ng, Ploom.
- 3. Facts about 7 Social Media(and why you care) TIME UK: Social networking accounts for 23% of all time spent online 1 Global: 500 billion minutes on Facebook per month (2009 =150) 2 Global: Every min, 24 hrs of videos uploaded to Youtube (2 billion views p/d) 3 Europe: 16-24 year olds cram 5hrs into 2hrs per day 4 1. Ofcom August 2010 UK 2. Facebook Inisights Jan 2010 3. YouTube blog, March 2010 4. Ofcom, August 2010
- 4. Facts about 7 Social Media(and why you care) AUDIENCE Global: women spend 30% more time on social networks than men 1 Europe: 33% of 12-24yr olds are contacteable 24/7 2 UK: adults 50+ account for more than 1/4 of internet users 3 1. Ofcom August 2010 2. Comscore, July 2010 3. Daily Telegraph June 2010
- 5. Facts about 7 Social Media(and why you care) ACTIVITIES US: 1 in 8 marriages in 2009 were people meeting through social media 60% ‘to keep in touch with family and friends” 55% looking at people’s interests & what they’ve done 50% want to meet people with similar interests 47% to express opinions and views on a topic 20% dating / adult related 17% looking for a job / networking
- 6. Facts about 7 Social Media(and why you care) PERSUASION UK: 90% trust friend’s recommendations UK: 70% trust stranger’s suggestions Global: 69% of all searches are Google 1. Ofcom August 2010 UK 2. Simply Zest 2010 3. Simply Zest 2010 4. Techeye.net July 2010
- 7. Facts about 7 Social Media(and why you care) GROWTH 2009+: Twitter 577%, Facebook 188%, Linkedin 89%, FourSquare 2m USA: 2009 marketing budget 6%, 2010 10%, 2014 18% Global: $716m in 2009, $3.1bn in 2014 1. Sun Sentinel 2010 2. Simply Zest 2010 3. Forrester July 2009
- 8. Facts about 7 Social Media(and why you care) VALUE Global: Engaged brands +18%, least -6% USA: @DellOutlet $4m Twitter revenue $3.60 - $136 Facebook fan value. 1. Engadgement.db 2009 2. Everything PR 2010 3.. Marketing Pilgrim Feb 2010
- 9. Facts about 7 Social Media(and why you care) OPPORTUNITY USA: 88% of marketers using social media for marketing Global: Search by product name increases x 2.8 after SM exposure Global: “A brand’s online reputation is directly correlated to it’s share price’ 1. Ofcom August 2010 UK 2. Mashable 2010 3. Business Week 2008
- 10. Facts Case Studies For the Future. OLD SPICE Above the line campaign, amplified through social media QUEENSLAND TOURISM PR campaign, amplified through social media UNITED AIRLINES Customer service disaster, amplified through SM
- 11. Overview Challenge: Boostthe brand and re-appraisal. Context: Growth of category & competition Insight: women purchased 50% of products. Strategy: Engage men & women in a conversation Execution: Online, ATL, media , PR, social media.
- 12. Stage 1: Online& ATL kq20bwF(7O!XjfJ VIDEO REMOVED
- 13. Stage 2: PaidMedia & Partnerships
- 14. Stage 3: Ownedand Earned Media
- 15. UGC & viralphenomena VIDEO REMOVED
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- 17. The response campaign VIDEO REMOVED
- 18. Agile response toInfluencers & Mainstream VIDEO REMOVED
- 19. Social results sofar Day 1: 5.9m view (more than Obaama) Day 2: 8/11 top videos viewed Day 3: 20m views 1 week: 40m views Twitter: + 2700% Traffic to OldSpice.com + 300% No 1 most viewed brand channel on Youtube
- 20. Sales results sofar. Last 6 months sales growth: + 27% (YOY) Last 3 months sales growth: + 55% (YOY) Last 1 month sales growth: + 107% (YOY)
- 21. Overview Challenge: TourismQueensland visitor numbers Context: Declining tourism and recession Insight: Virtual reality programmes & SM Strategy: ‘Best Job in the World’ Execution: Online, media, events, PR, social media, UGC.
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- 24. PR VIDEO REMOVED
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- 27. UGC VIDEO REMOVED
- 28. Results $400m AUDof media coverage, 3bn reach 35k video entries. 201 countries. 8m web visitors, 55m page views, 8min average
- 29. Overview Context: Passengersees his guitar being mishandled Customer Service: United refused to take the blame and reimburse him Strategy: Dave carroll did what he knew best. Wrote a song. Execution: Filmed, uploaded to Youtube, blogg’d about it. Shared it.
- 30. The Song. VIDEO REMOVED
- 31. Facts Case Studies For the Future. LISTEN INVOLVE CREATE CSR VALUE / ROI VIRTUAL
- 32. Sugges4ons for the future (some already in place) LISTEN Chief Listener Develop a listening strategy Filter the shouts and whispers Create a dashboard for each BU
- 33. Sugges4ons for the future (some already in place) INVOLVE Fans & friends The world’s largest focus group Not just online, but real life events Behind the scenes Show them innovation and NPD
- 34. Sugges4ons for the future (some already in place) CREATE Content that’s useful ie brand utilities and apps Content that’s shareable embeddable, easy to share and forward Social profiles Reflecting your personality and service level Video ‘How to Paint…..’ anything! From staff, from fans, from film and music.
- 35. Sugges4ons for the future (some already in place) CSR Paint the Worlds Responsibly & ethically- real world, digital and virtual. Transparency From source to surfaces. Prepare for a crisis It will happen. You’ll need social media.
- 36. Sugges4ons for the future (some already in place) VALUE / ROI Return on influence. Relationship return. Data and dashboards Data aggregation, mapping, visualisation, correlation. Contact to convert, ‘The Return Generator’ Propensity to purchase algorithm U objective, x channel, y spend = z return. Click.
- 37. For the Future (on the horizon, or already here) VIRTUAL WORLDS Second Life ? World of Warcraft? Gaming. Bigger than ever. Virtual attendance Conferences, shows, special occasions. Green. Watch the future, in films Minority Report, Matrix, Total Recall. Avatar.
- 38. Thank You for listening