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THE STATE OF SOCIAL MEDIA &
SOCIAL MEDIA MARKETING IN 2012


         ESTEBAN CONTRERAS
           www.estebancontreras.com
Social Networks are the Most Popular Activity Online




                             1 in 5 online minutes spent on SN, Up from 6% in 2007


Source: comScore Media Matrix, Worldwide, March 2007 – October 2011, “It’s a Social World,” Dec 21 2011   EC
The Social Media Universe is Expanding

                                     800 MM+ monthly active users                                                             15MM+ users

                                     800MM+ monthly users visit site                                                          15MM+ users

                                     232MM+ monthly active users                                                              6MM+ users

                                     230MM+ users                                                                             2MM+ users

                                     135MM+ users                                                                             2MM+ users

                                     115MM+ subscribers                                                                       2MM+ users

                                     62MM+ users                                                                              1.5MM+ users

                                     51MM+ users                                                                              500K+ users

                                     20MM+ blogs                                                                              100K+ users


                              More people on more social networks than ever before

Source: Official and Estimated statistics. Facebook, YouTube, Zynga, Twitter, LinkedIn, Groupon, Flickr, Tumblr, Instagram, Foursquare, Pinterest, scvngr, Path, Google+
        SlashGear, TechCrunch / Comscore, FastCompany, Oink: TechCrunch, GetGlue, Foodspotting: Soraya Darabi’s LinkedIn                                                   EC
Facebook, LinkedIn, Twitter and Tumblr at All-Time Highs




                              Former social king MySpace seems to be fading away

Source:Nielsen, State of the Media: The Social Media Report Q3 2011, Home and Work (May 2011)
Source: comScore Media Metrix, U.S., Jun 2007 – May 2011                                        EC
Google Still Gets The Most Unique Visitors in the U.S.




                                          Facebook and YouTube are in the Top 5


Source: Nielsen “Tops of 2011: Digital”                                           EC
Americans Spend More Time on Facebook Than Any Other Website




                                     Facebook has been #1 in time spent since 2010

Source: Citi Investment, Research and Analysis (September 2011)
Source: Comscore, February 2011, Nielsen, State of the Media: The Social Media Report Q3 2011   EC
Facebook was the #1 Search Term in the U.S. in 2011




                                                           For the 3rd Year in a Row


Source: Experian Hitwise, Facebook was the top search term for 2011, based on searches on Bing, Yahoo and Google   EC
Facebook’s Mission: Make the World More Open and Connected




                     In other words… Engagement


                                                             EC
Facebook is Shifting Towards “Frictionless” Passive Sharing




           Seamless sharing could mean even more engagement


                                                              EC
Asian, Black and Hispanic Populations Lead in Usage in the U.S.




                               All populations are becoming increasingly social


Source: eMarketer, Nov 2011.                                                      EC
No Surprise: 18-to-34 Year Olds Are Very “Social”
                                          Percent of online adults using social media monthly, by age




                                             But 55+ users are quickly catching up


Source: Experian, The 2011 Social Media Consumer Trend and Benchmark Report                             EC
Social Networks Are a Popular Venue For Casual Games




                               61.9 million Americans play social games every month

Source: PopCap Games, “2011 PopCap Games Social Gaming Research” Information Solutions Group
Source: Kabam, “Social Gamer Research Study” conducted by ISG, Sep 22 2011
Source: Quick Stat: US Social Gaming Revenues to Pass $1 Billion This Year, June 28 2011; eMarketer July 2011   EC
From LinkedIn to Zynga, Social IPOs are On The Rise




                                Facebook is expected to go public in 2012


Source: WSJ Market Data Group                                               EC
Facebook and Google Continue to be Exit Strategy for Social Startups




           2004    2005     2006      2007      2008      2009      2010       2011




Source:Wikipedia                                                                      EC
Social Networks Now Reach 82% of the World’s Internet Population




                                                           That’s 1.2 billion people


Source: comScore Media Matrix, Worldwide, March 2007 – October 2011, “It’s a Social World,” Dec 21 2011   EC
Social Networking is Growing in Every Singly Country




                               Total time spent on all regions grew by 35%+ in 2011


Source: comScore Media Matrix, Worldwide, March 2007 – October 2011, “It’s a Social World,” Dec 21 2011   EC
Chinese Social Sites are Fighting for China’s Social Graph




                                    Sina employees refer to Weibo as “FaceTwitter”


Source: Tencent Q3 2011 Financial Report, Sina Weibo Q3 2011 Financial Report        EC
Forrester CEO: Social Media Saturation, “Bubble for Social Startups”




                                 Some say there’s a bubble for social startups


Source: LeWeb, CNET Dec 8 2011                                                   EC
Social Networks in General May be Saturated




                                But social media is now an integral part of our lives


Source: eMarketer Feb 2011, U.S. Social Networking Usage: 2011 Demographic and Behavioral Trends   EC
“Staying in Touch” is a Major Factor in Social Networking




                               Social networks allow us to stay connected to friends


Source: Pew Research Center’s Internet & American Life Project, April 26 – May 22, 2011 Spring Tracking Survey, Based on adults who use SNS   EC
The Idea of “Friends” is Changing



                                 Percent of all online adults who use social media to communicate with…




                                               Our “Social Graphs” are expanding


Source: Experian, The 2011 Social Media Consumer Trend and Benchmark Report                               EC
The “Interest Graph” is Shifting Attention Away from Classic “Friends”




                                   There is a battle to map peoples’ shared passions


Source: AssetMap Blog, “Why the interest graph will reshape social networks”           EC
Google is Creating a Social Layer with Google+




                      Google+ is an attempt to map the “Interest Graph”


Source: Google News                                                       EC
Google+ is Growing Faster Than Other Social Networks



                                                                                      Time to reach 50 million users (estimate)




                                             67 million people have visited Google+

Source: Comscore
Source: Leon Haland, Google+ calculations by Paul Allen, comScore, MySpace, Twitter, Facebook, LinkedIn                           EC
Pinterest Also Focuses on Shared Passions




                                      Visits to Pinterest grew 40-fold in only 6 months


Source: Hitwise, Pinteresting Trend in Social Media                                       EC
People are Influenced by Friends / Family / Contacts




                                                          People don’t trust brands as much


Source: Vision Critical, “Online Social Networks: Trust Not Included” Sep 15, 2010            EC
Active Social Media Users are Influential Online




                                              They also tend to be influential offline


Source: Nielsen, State of the Media: The Social Media Report Q3 2011                     EC
Influence is Shifting from Media to Individuals




                              Startups are rushing to measure and rank influencers

Source: Eloqua & JESS3, The Message is the Messenger, March 8 2011
Source: Forrester 2010
Source: AdWeek, A Million Little Klouts, Dec 14 2001                                 EC
Messages Have Potential to Reach Many People Within a Network




         Influential people can spread messages faster than ever


                                                                   EC
Today’s Mega Celebrities Engage Directly with Fans




                               Some became influential by spreading content online


Source: “Dissecting Justin Bieber” infographic by Crisp Social, Mashable Nov 6       EC
Internet Privacy is an Increasingly Hot Topic




                                  Internet users contradict themselves about privacy


Source: Crowd Science, “JustAsk! Advertising Attitudes & Behaviors Study,” Sep 29, 2011; eMarketer 2011   EC
Internet Users Appreciate Transparency




                                 They just want to know what data is being collected


Source: Aimia, “Born This Way: The US Millenial Loyalty Survey” conducted by Harris Interactive, Oct 5, 2011   EC
Ultimately, Internet Users Want to Be Responsible for Their Own Privacy




                                      Not many want government to be responsible


Source: Harris Interactive, “Behavioral Advertising and Privacy: What Consumers Think They Know & What Advertisers Need to Do About it”, by TRUSTe July 25, 2011   EC
Social Media Conversations Reveal What People Truly Care About



                                                                                2011




                            If it’s important, it’s being talked about online


Source: Facebook, Twitter                                                              EC
Technology Adoption is Accelerating




                          Along with consumer’s expectations


Source: eMarketer 2011                                         EC
Americans are Becoming Seamlessly Connected Multi-taskers


            • 40% of tablet and Smartphone owners use
              them daily while watching TV

            • People do a variety of tasks when watching TV
                   • 60% checking email
                   • 42% visit social networks
                   • 44% check sports scores

            • Americans ages 8 to 18 consumer 8.5 hours of
              media per day due to multitasking.
                   • 25-33% of Americans use more than one input
                     “most of the time” while watching TV, listening to
                     music, or reading.




                                    We live in an age of continuous partial attention

Source: Nielsen October 2011, Pew Internet and American Life Project, Kaiser Family Foundation 2005 Survey, Harvard Business Review 2007
Source: Room 214 and Crimson Hexagon, “Digital Shifts: How New Media is Changing TV,” March 2 2011                                         EC
Mobile Social Media Use is On the Rise




                                       On-the-go social media is becoming essential


Source: Nielsen, State of the Media: The Social Media Report Q3 2011                  EC
Mobile Social Media Use Will Continue to Rise




                                           The 3rd screen is becoming the 1st screen


Source: eMarketer, 2010, Mobile phone users who have a profile and access social networks from mobile phones   EC
Gartner’s Hype Cycle Evaluates the Maturity of 1,900 Technologies

                                                          Social     Activity
                                                         Analytics   Streams
                             Group Buying
                                                                                      Virtual Worlds


                        Gamification
                                                                                                   Location-
                                                                                                  Aware Apps


             Internet of
               Things




                   Social TV




                                                   Social technologies are maturing


Source: Gartner, “Hype Cycle for Emerging Technologies” 2011                                                   EC
The Traditional Shopping Process is…




                                        Linear, predictable, analog, brand-controlled


Source: The OPEN Brand: Digital Trends for 2011 by Resource Interactive                 EC
The New Purchase Journey is…




                                Non-Linear, multi-channel, digital, consumer-controlled


Source : The OPEN Brand: Digital Trends for 2011 by Resource Interactive                  EC
We Have Entered The Age of the Customer
                          “In (the age of the customer), companies that thrive, like Best Buy, IBM, and Amazon,
                          are those that tilt their budgets toward customer knowledge and relationships.”
                                                                                                      - Josh Bernoff, Forrester Research




                                  Empowered buyers have on-demand expectations


Source: Forrester, Josh Bernoff, Report: Competitive Strategy In The Age Of The Customer, June 2011                                        EC
Consumers Have More Power Than Ever Before




                                                     Old strategies must be revisited


Source: Forrester, Josh Bernoff, Report: Competitive Strategy In The Age Of The Customer, June 2011   EC
Social Media Impacts Businesses

                                               Financial                   Risk Mitigation & New Markets




                                        Companies are trying to understand its value


Source: Forrester research, The ROI of Social Media Marketing, Augie Ray                                   EC
Companies Recognize Various Benefits from Social Media




                                             Brand building is #1 perceived benefit


Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results   EC
CEOs are Joining Social Media




               Some actually engage directly with consumers


                                                              EC
Social Media is Becoming a CEO-level agenda




                                                  Social media is no longer a “fad”


Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results   EC
Today’s CMOs Must Understand the Digital Landscape and Consumer




                               Finding a balance between paid, owned and earned


Source: Forrester Research, “Owned Media”                                         EC
CMOs Worldwide Plan to Increase the Use of Social Media


                                                                                        Percent of CMOs reporting under-preparedness to
                                                                                                     manage market factors




                                          CMOs at most companies feel unprepared


Source: IBM, “From Stretched to Strengthened: Insights from the Global Chief Marketing Officer Study,” Oct 11, 2011; eMarketer            EC
4 out of 5 American Companies Used Social Media Tools in 2011




                              Most with social programs have 1-3 years of experience

Source: Altimeter, Social Readiness: How Advanced Companies Prepare
Source: Grant Thornton, “International Business Report” as cited in press release Nov 16, 2011.; eMarketer.
Source: eMarketer: Key Digital Trends for 2011, Nov 2, 2010                                                   EC
Some Industries Have Not Yet Adopted Social Media




                                                        Some companies never will


Source: SAS and Harvard Business Review, “The New Conversation: Taking Social Media From Talk to Action” Oct 27,2010   EC
Businesses are Divided on Who Should Manage “Social”




                                  Only 6% had a dedicated social media group in 2010


Source: Altimeter, “Career Path of the Corporate Social Strategist,” Nov 10, 2010      EC
Marketing, PR and Customer Service are Taking the Lead




                              Teams must collaborate to integrate across entire org


Source: Econsultancy, “Social Media and Only PR Report 2010” sponsored by bigmouthmedia, provided to eMarketer Sep 29, 2010   EC
Social Media Listening is Widely Accepted as Important




                                  Some companies have dedicated listening centers

Source: MarketTools, “Social Media and Customer Feedback,” Oct 25, 2011
Source: TEKGROUP International, “2010 Social Media News Survey,” in conjunction with Ken Payne of Western Kentucky University June 16, 2010   EC
Social Media Crises Are On the Rise


             Social Media Crises Can Occur in Any Industry                                  Causes of 50 Social Media Crises 2011-2011




                                             Poor experiences are #1 cause for crises


Source: Twitter; Altimeter, 50 social media crises occurring between Jan 2011 and August 2011                                            EC
Social Networks Are Becoming Trusted Advisors for Brands




                                        Brands are striking deals with social networks


Source: Wall Street Journal, June 30, 2011; Twitter                                      EC
Experienced Companies Are Integrating Social Media




                                   Advanced companies see integration as a priority


Source: SmartBrief Inc., “The State of Social Media for Business” conducted by Summus, Limited, Nov 3, 2010   EC
Companies Are Executing Multiple Social Tactics




                                Branded social pages are a common marketing tactic


Source: Adobe, “2011 Survey: Digital Marketing in the Next Decade,” April 28, 2011   EC
Daily Group Deals Are Now Mainstream




                                            But “Social Shopping” is not yet a reality
Source: BIA/Kelsey as cited in press release, March 3, 2011
Source: Eversave, “Holiday Online Shopping and Daily Deals Websites,” provided to eMarketer ,Nov 11, 2010
Source: JiWire, “Mobile Audience Insights Report: Q1 2011,” May 24, 2011
Source: eMarketer, May 2011                                                                                 EC
Corporate Websites are Enabling Social Sign-On




                                                        Curation is gaining attention

Source: HiveFire, “Content Curation Adoption Survey 2011,” March 30, 2011
Source: Gigya, “The Value of Social Sign-on and the Registered User” conducted by Edge Research, Sep 15, 2010
Source: Janrain as cited in company blog, Aug 16, 2010                                                          EC
Marketers Recognize the Importance of Facebook




                                                 Social media is becoming “critical”


Source: eMarketer: Key Digital Trends for 2011, Hubspot, “The 2011 State of Inbound Marketing” March 2, 2011   EC
Marketers See Facebook As Most Effective Social Media Site




                               Consumers prefer Fb marketing vs other social venues

Source: eMarketer; Brandon Hall Group and Covario, “How Does Integration of Social Media Marketing (SMM) Enhance…” May 19,2011
Source: Edison Research and Arbitron, “The Social Habit II: The Edison Research/Arbitron Internet and Multimedia Study 2011,” May 28, 2911   EC
Consumers “Like” All Kinds of Companies




                                             Favorites include entertainment & food


Source: ROI Research Inc., “S-Net: The Impact of Social Media” sponsored by Perfomics, June 7, 2011; eMarketer   EC
There is Debate Over the Value of a “Fan”


                     Cost Per Acquisition on Facebook                                            The Value of a Fan (Various Studies)

                                                                                       • $9.56: (money saved in triggering a fan into a purchase or
                                                                                       other action assuming a constant acquisition cost of $1-per-
                                                                                       click, compared to the cost for a non-fan; calculated by
                                                                                       SocialCode).

                                                                                       • 2 cents: (offer for 500 new fans for $10.51; eBay).

                                                                                       • 57 cents: (offer for 1000 new fans for $57 by this fan-
                                                                                       creating agency).

                                                                                       • $1.07: (the cost of advertising on Facebook that
                                                                                       encourages a user to become a “fan”; Webtrends).

                                                                                       • $3.60: (as a media buy to reach 1 million fans; Vitrue).

                                                                                       • $71.84: (extra amount fans spend vs. non-fans; Syncapse)

                                                                                       • $136.38: (average annualized value of total fan
                                                                                       purchases; Syncapse).

                                                                                       • 20 extra visits to your web site: (vs. one visit from a non-
                                                                                       fan; Hitwise).




                                   Some studies estimate $10 while others say $0.02

Source: How Much is a FAcebook Fan Worth? $10. Or Possibly 2 cents. Business Insider
Source: Why Brands Still Need Facebook “Fans”, AdAge Digital                                                                                            EC
Brands Have Accumulated Many Fans / Likes Over the Years




                                  They are starting to focus more on “Engagement”

Source: SocialBakers.com
Source: SocialBakers.com, What Facebook brand pages have the best “People Talking About” number?   EC
Customers Want Deals and Offers on Facebook




                               They also want news, product info and conversations

Source: PowerReviews and the e-tailing group, “2011 Social Shopping Study, Brief N: Consumer Research Dynamics, Facebook and Communities
Source: Millward Brown & Dynamic Logic, “The Value of a Fan” prepared for the World Federation of Advertisers (WFA), March 22, 2011        EC
Awareness of Location-Based Services and Offers Has Surged




                                 Usage far from mainstream, several startups exited

Source: Pew Internet & American Life Project, “28% of American Adult Mobile and Social Location-Based Services,” Sep 6 2011; eMarketer
Source: Hipcricket, “2011 Mobile Marketing Survey Research Brief, Oct 20, 2011; eMarketer                                                EC
Over 60% of the Top 100 Brands Have a Google+ Page

                                                                                            Most Followed Google+ Pages




                      Top 10 Brands: “Share” of Circlers




                                         Google+ pages launched on Nov 7, 2011

Source: SimplyMeasured “Google+ Brand Page Adoption and Engagement Trends,” eMarketer Nov 16 2011
Source: ZoomSphere Google+ Page Statistics                                                                                EC
Brands Continue to Strive for “Viral” Videos




                                                            Better reach is a key factor
Source: Association of National Advertisers (ANA) as cited in press release, Oct 10, 2011
Source: DIGIDAY and YuMe, “State of the Industry on Digital Video,” April 12, 2011
Source: Nielsen “Tops of 2011: Digital”                                                     EC
There is Great Demand for Skilled Social Media Marketers


         Which of the following digital marketing skill sets, if any, will you look to acquire in 2011? (select all that apply)




                                   50% of agencies looking to acquire social skill sets


Source: Sodaspeaks, Society of Digital Agencies (SoDA) 2011 Digital Marketing Outlook                                             EC
35% of Companies Have a Company-Wide Head of Social Media




                                           65% do not have a head of social media


Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results   EC
Most Companies have “Hub and Spoke” or “Centralized” Organizations




                                Few companies consider themselves a “holistic” org


Source: Altimeter, Social Readiness: How Advanced Companies Prepare                  EC
Social Teams Made Up of Communications and Marketing Professionals




                                    Average size of corporate social media team: 11


Source: Altimeter, Social Readiness: How Advanced Companies Prepare                   EC
Three Primary Roles Make Up a Social Media Team




                                              Creative talent is becoming a priority


Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results   EC
Companies Have a Range of Capabilities Already In Place




                              50% plan to have all these capabilities in next 2 years


Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results   EC
Large Companies Have Many Social Accounts All Over the World




                                  Average # of social media corporate accounts: 178


Source: Altimeter, Survey of Social Media Program Managers (Q1-Q2 2011), 140 respondents, all over 1000 employees   EC
Social Media Teams Have Limited Budgets




                                Budgets for 2011                                                  Avg Annual Social Business Budget
                                                                                                 Per Corporation by Company Revenue




                                  Companies still see social media as an experiment


Source: Altimeter, Survey of Social Media Program Managers (Q1-Q2 2011), 140 respondents, all over 1000 employees                     EC
Maturity Drives Average Budget, Team Size and Organization




                   Maturity Levels
                   (Self-Assessed)




                              Advanced teams have 20x the budget of novice teams


Source: Altimeter, Survey of Social Media Program Managers (Q1-Q2 2011), Maturity Levels; 140 respondents, all over 1000 employees   EC
Hiring Full-Time Employees is a Priority




                                 Other priorities: Services, content and media buys


Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results   EC
Significant Staff, Ad Spend, and Community Management Increases in 2011




                                         Technology spending also rose substantially


Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010         EC
Budgets Are Increasing Year-Over-Year




                             Staff, social ads and community platforms are priorities

Source: eConsultancy, “Social Media and Online PR Report 2010” sponsored by bigmouthmedia
Source: Booz & Company and Buddy Media: “Campaigns to Capabilities: Social Media Marketing” 2011
Source: Altimeter, Survey of Social Media Program Managers (Q1-Q2 2011), 140 respondents, all over 1000 employees   EC
Social Media is Shifting Dollars from Digital Spend




                                 Shifts within digital include display and search ads


Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results   EC
Social Media Spend Will Increase As a Percentage of Digital Spend




                              Social media will begin to take up a meaningful share

Source: eMarketer Jan 2011, eMarketer Sep 2011; Booz & Company and Buddy Media: “Campaigns to Capabilities: Social Media Marketing” 2011
Source: Booz & Company and Buddy Media: “Campaigns to Capabilities: Social Media Marketing” 2011                                           EC
Internet Ad Spending is Closing the Gap on TV Ad Spending




                                             People better recall cross-platform ads

Source: Nielsen October 2011, Pew Internet and American Life Project, Kaiser Family Foundation 2005 Survey, Harvard Business Review 2007
        Nielsen; Google Cross-Platform Ad Effectiveness Study, 2011                                                                        EC
Consumer Behavior Drives Changing Investment


                   What is the primary reason that your marketing investments are changing? (select all that apply)




                                              Competitive forces are also a key factor


Source: Sodaspeaks, Society of Digital Agencies (SoDA) 2011 Digital Marketing Outlook                                 EC
US Marketers Will Spend $3B+ in Social Media Ads in 2011




                              2012 global social ad spending will rise by 45% to $8B

Source: eMarketer Jan 2011
Source: Booz & Company and Buddy Media: “Campaigns to Capabilities: Social Media Marketing” 2011
Source: eMarketer Sep 2011                                                                         EC
Ad Spending on Facebook is Increasing at a Decreasing Rate




                                 Facebook will generate $5.78B in ad revenue in 2012

Source: nanigans, Affinity Arbitron, eMarketer, Facebook, Internet World Stats, Nielsen, Newspaper Association of America (Oct 2011); Silicon Alley Insider
Source: eMarketer Sep 2011. Note: Paid advertising only, excludes spending by marketers that goes toward developing or maintaining a Facebook presence        EC
Ad Spending on Twitter is Increasing at a Decreasing Rate




                                Twitter will generate $259.9M in ad revenue in 2012


Source: eMarketer, Sep 2011. Note: Paid advertising only; excludes spending by marketers that goes toward developing or maintaining a Twitter presence.   EC
Budgets Are Rising But ROI is Still Difficult to Measure




                            47% Not able to measure value gained from investment

Source: Econsultancy, “Social Media and Online PR Report 2010” sponsored by bigmouthmedia; Note: n=347; eMarketer
Source: MarketingSherpa, “2011 Social Marketing Benchmark Report, Nov 15, 2011; eMarketer                           EC
Engagement Metrics Are Most Common Methods of Measurement




                                  Other methods include sentiment, traffic and SOV

Source: Chief Marketer, “2011 Social Marketing Survery,” Oct 1, 2011
Source: Altimeter, Survey of Social Media Program Managers (Q1-Q2 2011), 140 respondents, all over 1000 employees   EC
Soft Metrics Trump Harder Factors to Determine Social Media Success




                                 “Ability to adapt & react quickly” seen as essential


Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results   EC
Top Companies are Developing KPIs & Dashboards, Seeking More Insights




                                     Few are building revenue-generating platforms


Source: Booz & Company and Buddy Media, “Campaigns to Capabilities: Social Media & Marketing,” Oct 4, 2011   EC
Social Strategists’ 2011 Internal Goals led by ROI Measurement




                                   Other internal goals: Education and organization


Source: Altimeter, Survey of Social Media Program Managers (Q1-Q2 2011), 140 respondents, all over 1000 employees   EC
Social Strategists’ 2011 External Goals led by Website Integration




                                Social corporate websites will be a big topic in 2012


Source: Altimeter, Survey of Social Media Program Managers (Q1-Q2 2011), 140 respondents, all over 1000 employees   EC
Thank You


Contact Me:
www.estebancontreras.com
http://gplus.to/estebancontreras
www.facebook.com/estebancontreras
www.twitter.com/socialnerdia

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The State of Social Media and Social Media Marketing in 2012

  • 1. THE STATE OF SOCIAL MEDIA & SOCIAL MEDIA MARKETING IN 2012 ESTEBAN CONTRERAS www.estebancontreras.com
  • 2. Social Networks are the Most Popular Activity Online 1 in 5 online minutes spent on SN, Up from 6% in 2007 Source: comScore Media Matrix, Worldwide, March 2007 – October 2011, “It’s a Social World,” Dec 21 2011 EC
  • 3. The Social Media Universe is Expanding 800 MM+ monthly active users 15MM+ users 800MM+ monthly users visit site 15MM+ users 232MM+ monthly active users 6MM+ users 230MM+ users 2MM+ users 135MM+ users 2MM+ users 115MM+ subscribers 2MM+ users 62MM+ users 1.5MM+ users 51MM+ users 500K+ users 20MM+ blogs 100K+ users More people on more social networks than ever before Source: Official and Estimated statistics. Facebook, YouTube, Zynga, Twitter, LinkedIn, Groupon, Flickr, Tumblr, Instagram, Foursquare, Pinterest, scvngr, Path, Google+ SlashGear, TechCrunch / Comscore, FastCompany, Oink: TechCrunch, GetGlue, Foodspotting: Soraya Darabi’s LinkedIn EC
  • 4. Facebook, LinkedIn, Twitter and Tumblr at All-Time Highs Former social king MySpace seems to be fading away Source:Nielsen, State of the Media: The Social Media Report Q3 2011, Home and Work (May 2011) Source: comScore Media Metrix, U.S., Jun 2007 – May 2011 EC
  • 5. Google Still Gets The Most Unique Visitors in the U.S. Facebook and YouTube are in the Top 5 Source: Nielsen “Tops of 2011: Digital” EC
  • 6. Americans Spend More Time on Facebook Than Any Other Website Facebook has been #1 in time spent since 2010 Source: Citi Investment, Research and Analysis (September 2011) Source: Comscore, February 2011, Nielsen, State of the Media: The Social Media Report Q3 2011 EC
  • 7. Facebook was the #1 Search Term in the U.S. in 2011 For the 3rd Year in a Row Source: Experian Hitwise, Facebook was the top search term for 2011, based on searches on Bing, Yahoo and Google EC
  • 8. Facebook’s Mission: Make the World More Open and Connected In other words… Engagement EC
  • 9. Facebook is Shifting Towards “Frictionless” Passive Sharing Seamless sharing could mean even more engagement EC
  • 10. Asian, Black and Hispanic Populations Lead in Usage in the U.S. All populations are becoming increasingly social Source: eMarketer, Nov 2011. EC
  • 11. No Surprise: 18-to-34 Year Olds Are Very “Social” Percent of online adults using social media monthly, by age But 55+ users are quickly catching up Source: Experian, The 2011 Social Media Consumer Trend and Benchmark Report EC
  • 12. Social Networks Are a Popular Venue For Casual Games 61.9 million Americans play social games every month Source: PopCap Games, “2011 PopCap Games Social Gaming Research” Information Solutions Group Source: Kabam, “Social Gamer Research Study” conducted by ISG, Sep 22 2011 Source: Quick Stat: US Social Gaming Revenues to Pass $1 Billion This Year, June 28 2011; eMarketer July 2011 EC
  • 13. From LinkedIn to Zynga, Social IPOs are On The Rise Facebook is expected to go public in 2012 Source: WSJ Market Data Group EC
  • 14. Facebook and Google Continue to be Exit Strategy for Social Startups 2004 2005 2006 2007 2008 2009 2010 2011 Source:Wikipedia EC
  • 15. Social Networks Now Reach 82% of the World’s Internet Population That’s 1.2 billion people Source: comScore Media Matrix, Worldwide, March 2007 – October 2011, “It’s a Social World,” Dec 21 2011 EC
  • 16. Social Networking is Growing in Every Singly Country Total time spent on all regions grew by 35%+ in 2011 Source: comScore Media Matrix, Worldwide, March 2007 – October 2011, “It’s a Social World,” Dec 21 2011 EC
  • 17. Chinese Social Sites are Fighting for China’s Social Graph Sina employees refer to Weibo as “FaceTwitter” Source: Tencent Q3 2011 Financial Report, Sina Weibo Q3 2011 Financial Report EC
  • 18. Forrester CEO: Social Media Saturation, “Bubble for Social Startups” Some say there’s a bubble for social startups Source: LeWeb, CNET Dec 8 2011 EC
  • 19. Social Networks in General May be Saturated But social media is now an integral part of our lives Source: eMarketer Feb 2011, U.S. Social Networking Usage: 2011 Demographic and Behavioral Trends EC
  • 20. “Staying in Touch” is a Major Factor in Social Networking Social networks allow us to stay connected to friends Source: Pew Research Center’s Internet & American Life Project, April 26 – May 22, 2011 Spring Tracking Survey, Based on adults who use SNS EC
  • 21. The Idea of “Friends” is Changing Percent of all online adults who use social media to communicate with… Our “Social Graphs” are expanding Source: Experian, The 2011 Social Media Consumer Trend and Benchmark Report EC
  • 22. The “Interest Graph” is Shifting Attention Away from Classic “Friends” There is a battle to map peoples’ shared passions Source: AssetMap Blog, “Why the interest graph will reshape social networks” EC
  • 23. Google is Creating a Social Layer with Google+ Google+ is an attempt to map the “Interest Graph” Source: Google News EC
  • 24. Google+ is Growing Faster Than Other Social Networks Time to reach 50 million users (estimate) 67 million people have visited Google+ Source: Comscore Source: Leon Haland, Google+ calculations by Paul Allen, comScore, MySpace, Twitter, Facebook, LinkedIn EC
  • 25. Pinterest Also Focuses on Shared Passions Visits to Pinterest grew 40-fold in only 6 months Source: Hitwise, Pinteresting Trend in Social Media EC
  • 26. People are Influenced by Friends / Family / Contacts People don’t trust brands as much Source: Vision Critical, “Online Social Networks: Trust Not Included” Sep 15, 2010 EC
  • 27. Active Social Media Users are Influential Online They also tend to be influential offline Source: Nielsen, State of the Media: The Social Media Report Q3 2011 EC
  • 28. Influence is Shifting from Media to Individuals Startups are rushing to measure and rank influencers Source: Eloqua & JESS3, The Message is the Messenger, March 8 2011 Source: Forrester 2010 Source: AdWeek, A Million Little Klouts, Dec 14 2001 EC
  • 29. Messages Have Potential to Reach Many People Within a Network Influential people can spread messages faster than ever EC
  • 30. Today’s Mega Celebrities Engage Directly with Fans Some became influential by spreading content online Source: “Dissecting Justin Bieber” infographic by Crisp Social, Mashable Nov 6 EC
  • 31. Internet Privacy is an Increasingly Hot Topic Internet users contradict themselves about privacy Source: Crowd Science, “JustAsk! Advertising Attitudes & Behaviors Study,” Sep 29, 2011; eMarketer 2011 EC
  • 32. Internet Users Appreciate Transparency They just want to know what data is being collected Source: Aimia, “Born This Way: The US Millenial Loyalty Survey” conducted by Harris Interactive, Oct 5, 2011 EC
  • 33. Ultimately, Internet Users Want to Be Responsible for Their Own Privacy Not many want government to be responsible Source: Harris Interactive, “Behavioral Advertising and Privacy: What Consumers Think They Know & What Advertisers Need to Do About it”, by TRUSTe July 25, 2011 EC
  • 34. Social Media Conversations Reveal What People Truly Care About 2011 If it’s important, it’s being talked about online Source: Facebook, Twitter EC
  • 35. Technology Adoption is Accelerating Along with consumer’s expectations Source: eMarketer 2011 EC
  • 36. Americans are Becoming Seamlessly Connected Multi-taskers • 40% of tablet and Smartphone owners use them daily while watching TV • People do a variety of tasks when watching TV • 60% checking email • 42% visit social networks • 44% check sports scores • Americans ages 8 to 18 consumer 8.5 hours of media per day due to multitasking. • 25-33% of Americans use more than one input “most of the time” while watching TV, listening to music, or reading. We live in an age of continuous partial attention Source: Nielsen October 2011, Pew Internet and American Life Project, Kaiser Family Foundation 2005 Survey, Harvard Business Review 2007 Source: Room 214 and Crimson Hexagon, “Digital Shifts: How New Media is Changing TV,” March 2 2011 EC
  • 37. Mobile Social Media Use is On the Rise On-the-go social media is becoming essential Source: Nielsen, State of the Media: The Social Media Report Q3 2011 EC
  • 38. Mobile Social Media Use Will Continue to Rise The 3rd screen is becoming the 1st screen Source: eMarketer, 2010, Mobile phone users who have a profile and access social networks from mobile phones EC
  • 39. Gartner’s Hype Cycle Evaluates the Maturity of 1,900 Technologies Social Activity Analytics Streams Group Buying Virtual Worlds Gamification Location- Aware Apps Internet of Things Social TV Social technologies are maturing Source: Gartner, “Hype Cycle for Emerging Technologies” 2011 EC
  • 40. The Traditional Shopping Process is… Linear, predictable, analog, brand-controlled Source: The OPEN Brand: Digital Trends for 2011 by Resource Interactive EC
  • 41. The New Purchase Journey is… Non-Linear, multi-channel, digital, consumer-controlled Source : The OPEN Brand: Digital Trends for 2011 by Resource Interactive EC
  • 42. We Have Entered The Age of the Customer “In (the age of the customer), companies that thrive, like Best Buy, IBM, and Amazon, are those that tilt their budgets toward customer knowledge and relationships.” - Josh Bernoff, Forrester Research Empowered buyers have on-demand expectations Source: Forrester, Josh Bernoff, Report: Competitive Strategy In The Age Of The Customer, June 2011 EC
  • 43. Consumers Have More Power Than Ever Before Old strategies must be revisited Source: Forrester, Josh Bernoff, Report: Competitive Strategy In The Age Of The Customer, June 2011 EC
  • 44. Social Media Impacts Businesses Financial Risk Mitigation & New Markets Companies are trying to understand its value Source: Forrester research, The ROI of Social Media Marketing, Augie Ray EC
  • 45. Companies Recognize Various Benefits from Social Media Brand building is #1 perceived benefit Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results EC
  • 46. CEOs are Joining Social Media Some actually engage directly with consumers EC
  • 47. Social Media is Becoming a CEO-level agenda Social media is no longer a “fad” Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results EC
  • 48. Today’s CMOs Must Understand the Digital Landscape and Consumer Finding a balance between paid, owned and earned Source: Forrester Research, “Owned Media” EC
  • 49. CMOs Worldwide Plan to Increase the Use of Social Media Percent of CMOs reporting under-preparedness to manage market factors CMOs at most companies feel unprepared Source: IBM, “From Stretched to Strengthened: Insights from the Global Chief Marketing Officer Study,” Oct 11, 2011; eMarketer EC
  • 50. 4 out of 5 American Companies Used Social Media Tools in 2011 Most with social programs have 1-3 years of experience Source: Altimeter, Social Readiness: How Advanced Companies Prepare Source: Grant Thornton, “International Business Report” as cited in press release Nov 16, 2011.; eMarketer. Source: eMarketer: Key Digital Trends for 2011, Nov 2, 2010 EC
  • 51. Some Industries Have Not Yet Adopted Social Media Some companies never will Source: SAS and Harvard Business Review, “The New Conversation: Taking Social Media From Talk to Action” Oct 27,2010 EC
  • 52. Businesses are Divided on Who Should Manage “Social” Only 6% had a dedicated social media group in 2010 Source: Altimeter, “Career Path of the Corporate Social Strategist,” Nov 10, 2010 EC
  • 53. Marketing, PR and Customer Service are Taking the Lead Teams must collaborate to integrate across entire org Source: Econsultancy, “Social Media and Only PR Report 2010” sponsored by bigmouthmedia, provided to eMarketer Sep 29, 2010 EC
  • 54. Social Media Listening is Widely Accepted as Important Some companies have dedicated listening centers Source: MarketTools, “Social Media and Customer Feedback,” Oct 25, 2011 Source: TEKGROUP International, “2010 Social Media News Survey,” in conjunction with Ken Payne of Western Kentucky University June 16, 2010 EC
  • 55. Social Media Crises Are On the Rise Social Media Crises Can Occur in Any Industry Causes of 50 Social Media Crises 2011-2011 Poor experiences are #1 cause for crises Source: Twitter; Altimeter, 50 social media crises occurring between Jan 2011 and August 2011 EC
  • 56. Social Networks Are Becoming Trusted Advisors for Brands Brands are striking deals with social networks Source: Wall Street Journal, June 30, 2011; Twitter EC
  • 57. Experienced Companies Are Integrating Social Media Advanced companies see integration as a priority Source: SmartBrief Inc., “The State of Social Media for Business” conducted by Summus, Limited, Nov 3, 2010 EC
  • 58. Companies Are Executing Multiple Social Tactics Branded social pages are a common marketing tactic Source: Adobe, “2011 Survey: Digital Marketing in the Next Decade,” April 28, 2011 EC
  • 59. Daily Group Deals Are Now Mainstream But “Social Shopping” is not yet a reality Source: BIA/Kelsey as cited in press release, March 3, 2011 Source: Eversave, “Holiday Online Shopping and Daily Deals Websites,” provided to eMarketer ,Nov 11, 2010 Source: JiWire, “Mobile Audience Insights Report: Q1 2011,” May 24, 2011 Source: eMarketer, May 2011 EC
  • 60. Corporate Websites are Enabling Social Sign-On Curation is gaining attention Source: HiveFire, “Content Curation Adoption Survey 2011,” March 30, 2011 Source: Gigya, “The Value of Social Sign-on and the Registered User” conducted by Edge Research, Sep 15, 2010 Source: Janrain as cited in company blog, Aug 16, 2010 EC
  • 61. Marketers Recognize the Importance of Facebook Social media is becoming “critical” Source: eMarketer: Key Digital Trends for 2011, Hubspot, “The 2011 State of Inbound Marketing” March 2, 2011 EC
  • 62. Marketers See Facebook As Most Effective Social Media Site Consumers prefer Fb marketing vs other social venues Source: eMarketer; Brandon Hall Group and Covario, “How Does Integration of Social Media Marketing (SMM) Enhance…” May 19,2011 Source: Edison Research and Arbitron, “The Social Habit II: The Edison Research/Arbitron Internet and Multimedia Study 2011,” May 28, 2911 EC
  • 63. Consumers “Like” All Kinds of Companies Favorites include entertainment & food Source: ROI Research Inc., “S-Net: The Impact of Social Media” sponsored by Perfomics, June 7, 2011; eMarketer EC
  • 64. There is Debate Over the Value of a “Fan” Cost Per Acquisition on Facebook The Value of a Fan (Various Studies) • $9.56: (money saved in triggering a fan into a purchase or other action assuming a constant acquisition cost of $1-per- click, compared to the cost for a non-fan; calculated by SocialCode). • 2 cents: (offer for 500 new fans for $10.51; eBay). • 57 cents: (offer for 1000 new fans for $57 by this fan- creating agency). • $1.07: (the cost of advertising on Facebook that encourages a user to become a “fan”; Webtrends). • $3.60: (as a media buy to reach 1 million fans; Vitrue). • $71.84: (extra amount fans spend vs. non-fans; Syncapse) • $136.38: (average annualized value of total fan purchases; Syncapse). • 20 extra visits to your web site: (vs. one visit from a non- fan; Hitwise). Some studies estimate $10 while others say $0.02 Source: How Much is a FAcebook Fan Worth? $10. Or Possibly 2 cents. Business Insider Source: Why Brands Still Need Facebook “Fans”, AdAge Digital EC
  • 65. Brands Have Accumulated Many Fans / Likes Over the Years They are starting to focus more on “Engagement” Source: SocialBakers.com Source: SocialBakers.com, What Facebook brand pages have the best “People Talking About” number? EC
  • 66. Customers Want Deals and Offers on Facebook They also want news, product info and conversations Source: PowerReviews and the e-tailing group, “2011 Social Shopping Study, Brief N: Consumer Research Dynamics, Facebook and Communities Source: Millward Brown & Dynamic Logic, “The Value of a Fan” prepared for the World Federation of Advertisers (WFA), March 22, 2011 EC
  • 67. Awareness of Location-Based Services and Offers Has Surged Usage far from mainstream, several startups exited Source: Pew Internet & American Life Project, “28% of American Adult Mobile and Social Location-Based Services,” Sep 6 2011; eMarketer Source: Hipcricket, “2011 Mobile Marketing Survey Research Brief, Oct 20, 2011; eMarketer EC
  • 68. Over 60% of the Top 100 Brands Have a Google+ Page Most Followed Google+ Pages Top 10 Brands: “Share” of Circlers Google+ pages launched on Nov 7, 2011 Source: SimplyMeasured “Google+ Brand Page Adoption and Engagement Trends,” eMarketer Nov 16 2011 Source: ZoomSphere Google+ Page Statistics EC
  • 69. Brands Continue to Strive for “Viral” Videos Better reach is a key factor Source: Association of National Advertisers (ANA) as cited in press release, Oct 10, 2011 Source: DIGIDAY and YuMe, “State of the Industry on Digital Video,” April 12, 2011 Source: Nielsen “Tops of 2011: Digital” EC
  • 70. There is Great Demand for Skilled Social Media Marketers Which of the following digital marketing skill sets, if any, will you look to acquire in 2011? (select all that apply) 50% of agencies looking to acquire social skill sets Source: Sodaspeaks, Society of Digital Agencies (SoDA) 2011 Digital Marketing Outlook EC
  • 71. 35% of Companies Have a Company-Wide Head of Social Media 65% do not have a head of social media Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results EC
  • 72. Most Companies have “Hub and Spoke” or “Centralized” Organizations Few companies consider themselves a “holistic” org Source: Altimeter, Social Readiness: How Advanced Companies Prepare EC
  • 73. Social Teams Made Up of Communications and Marketing Professionals Average size of corporate social media team: 11 Source: Altimeter, Social Readiness: How Advanced Companies Prepare EC
  • 74. Three Primary Roles Make Up a Social Media Team Creative talent is becoming a priority Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results EC
  • 75. Companies Have a Range of Capabilities Already In Place 50% plan to have all these capabilities in next 2 years Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results EC
  • 76. Large Companies Have Many Social Accounts All Over the World Average # of social media corporate accounts: 178 Source: Altimeter, Survey of Social Media Program Managers (Q1-Q2 2011), 140 respondents, all over 1000 employees EC
  • 77. Social Media Teams Have Limited Budgets Budgets for 2011 Avg Annual Social Business Budget Per Corporation by Company Revenue Companies still see social media as an experiment Source: Altimeter, Survey of Social Media Program Managers (Q1-Q2 2011), 140 respondents, all over 1000 employees EC
  • 78. Maturity Drives Average Budget, Team Size and Organization Maturity Levels (Self-Assessed) Advanced teams have 20x the budget of novice teams Source: Altimeter, Survey of Social Media Program Managers (Q1-Q2 2011), Maturity Levels; 140 respondents, all over 1000 employees EC
  • 79. Hiring Full-Time Employees is a Priority Other priorities: Services, content and media buys Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results EC
  • 80. Significant Staff, Ad Spend, and Community Management Increases in 2011 Technology spending also rose substantially Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010 EC
  • 81. Budgets Are Increasing Year-Over-Year Staff, social ads and community platforms are priorities Source: eConsultancy, “Social Media and Online PR Report 2010” sponsored by bigmouthmedia Source: Booz & Company and Buddy Media: “Campaigns to Capabilities: Social Media Marketing” 2011 Source: Altimeter, Survey of Social Media Program Managers (Q1-Q2 2011), 140 respondents, all over 1000 employees EC
  • 82. Social Media is Shifting Dollars from Digital Spend Shifts within digital include display and search ads Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results EC
  • 83. Social Media Spend Will Increase As a Percentage of Digital Spend Social media will begin to take up a meaningful share Source: eMarketer Jan 2011, eMarketer Sep 2011; Booz & Company and Buddy Media: “Campaigns to Capabilities: Social Media Marketing” 2011 Source: Booz & Company and Buddy Media: “Campaigns to Capabilities: Social Media Marketing” 2011 EC
  • 84. Internet Ad Spending is Closing the Gap on TV Ad Spending People better recall cross-platform ads Source: Nielsen October 2011, Pew Internet and American Life Project, Kaiser Family Foundation 2005 Survey, Harvard Business Review 2007 Nielsen; Google Cross-Platform Ad Effectiveness Study, 2011 EC
  • 85. Consumer Behavior Drives Changing Investment What is the primary reason that your marketing investments are changing? (select all that apply) Competitive forces are also a key factor Source: Sodaspeaks, Society of Digital Agencies (SoDA) 2011 Digital Marketing Outlook EC
  • 86. US Marketers Will Spend $3B+ in Social Media Ads in 2011 2012 global social ad spending will rise by 45% to $8B Source: eMarketer Jan 2011 Source: Booz & Company and Buddy Media: “Campaigns to Capabilities: Social Media Marketing” 2011 Source: eMarketer Sep 2011 EC
  • 87. Ad Spending on Facebook is Increasing at a Decreasing Rate Facebook will generate $5.78B in ad revenue in 2012 Source: nanigans, Affinity Arbitron, eMarketer, Facebook, Internet World Stats, Nielsen, Newspaper Association of America (Oct 2011); Silicon Alley Insider Source: eMarketer Sep 2011. Note: Paid advertising only, excludes spending by marketers that goes toward developing or maintaining a Facebook presence EC
  • 88. Ad Spending on Twitter is Increasing at a Decreasing Rate Twitter will generate $259.9M in ad revenue in 2012 Source: eMarketer, Sep 2011. Note: Paid advertising only; excludes spending by marketers that goes toward developing or maintaining a Twitter presence. EC
  • 89. Budgets Are Rising But ROI is Still Difficult to Measure 47% Not able to measure value gained from investment Source: Econsultancy, “Social Media and Online PR Report 2010” sponsored by bigmouthmedia; Note: n=347; eMarketer Source: MarketingSherpa, “2011 Social Marketing Benchmark Report, Nov 15, 2011; eMarketer EC
  • 90. Engagement Metrics Are Most Common Methods of Measurement Other methods include sentiment, traffic and SOV Source: Chief Marketer, “2011 Social Marketing Survery,” Oct 1, 2011 Source: Altimeter, Survey of Social Media Program Managers (Q1-Q2 2011), 140 respondents, all over 1000 employees EC
  • 91. Soft Metrics Trump Harder Factors to Determine Social Media Success “Ability to adapt & react quickly” seen as essential Source: Booz & Company/Buddy Media Campaigns to Capabilities Social Media & Marketing 2011 Survey results EC
  • 92. Top Companies are Developing KPIs & Dashboards, Seeking More Insights Few are building revenue-generating platforms Source: Booz & Company and Buddy Media, “Campaigns to Capabilities: Social Media & Marketing,” Oct 4, 2011 EC
  • 93. Social Strategists’ 2011 Internal Goals led by ROI Measurement Other internal goals: Education and organization Source: Altimeter, Survey of Social Media Program Managers (Q1-Q2 2011), 140 respondents, all over 1000 employees EC
  • 94. Social Strategists’ 2011 External Goals led by Website Integration Social corporate websites will be a big topic in 2012 Source: Altimeter, Survey of Social Media Program Managers (Q1-Q2 2011), 140 respondents, all over 1000 employees EC

Editor's Notes

  1. Two-thirds of online adults (66%) use social media platforms such as Facebook, Twitter, MySpace or LinkedIn. These internet users say that connections with family members and friends (both new and old) are a primary consideration in their adoption of social media tools. Roughly two thirds of social media users say that staying in touch with current friends and family members is a major reason they use these sites, while half say that connecting with old friends they’ve lost touch with is a major reason behind their use of these technologies.Other factors play a much smaller role—14% of users say that connecting around a shared hobby or interest is a major reason they use social media, and 9% say that making new friends is equally important. Reading comments by public figures and finding potential romantic partners are cited as major factors by just 5% and 3% of social media users, respectively.Staying in touch with family members is a major factor, especially to womenStaying in touch with current friends and reconnecting with old friends is most relevant for those under the age of 5Middle-aged and older adults place a relatively high value on social media as a tool to connect with others around a hobby and interestConnecting with public figures online is relatively popular among Twitter users, as well as African Americans and Latinos
  2. 1900 to 1960 was the age of manufacturing· 1960 to 1990 was the age of distribution1990 to 2010 was the age of information· 2010 and beyond will be the age of the customer.
  3. 1900 to 1960 was the age of manufacturing· 1960 to 1990 was the age of distribution1990 to 2010 was the age of information· 2010 and beyond will be the age of the customer.
  4. DELLDell Outlet uses Twitter as primary tool to drive awareness/traffic, promote offers and engage with customersUtilizes Twitter-only deals to drive continuous interest and engagementLeverages Twitter to test and shape offers and promotionsOver 1.5M followers to dateDell had generated $6.5M on Twitter as of Dec 2009. They haven't reported an update since then.Dell also lowers costs by responding to customer questions via Twitter. http://econsultancy.com/us/blog/5083-dell-reaches-6-5m-sales-via-twitterHuffington Post:http://allthingsd.com/20090816/huffington-post-and-facebook-go-social-with-connect-on-steroids/People who sign in with Facebook at The Huffington Post view 22% more pages and spend 8 minutes longer than the average reader .The Huffington Post are said to have more than doubled their referral traffic from Facebook since adding social plugins.UNITED example:Chris Ayres created a video of a song called “United Breaks Guitars” accusing the company of breaking his guitar and not offering any kind of solution. The video has received over 10 million views. The video created a lot of bad PR, to the point that it affected the stock price by 10%, costing shareholders millions.http://www.huffingtonpost.com/2009/07/24/united-breaks-guitars-did_n_244357.htmlhttp://youtu.be/5YGc4zOqozo OLD SPICE:Launched to revive the image of the 70 year old Old Spice brandSeries of commercials followed by 186 YouTube videos created in 48 hours, responding to celebrities like Ellen and Alyssa Milano, and tech influencers like Kevin RoseIncreased traffic to oldspice.com by 300%215M views on Youtube (#1 channel to date)1.5M ‘likes’ on FacebookIncreased sales by 27% since launch of campaignhttp://youtu.be/owGykVbfgUE http://adage.com/article/special-report-ana-2010/pritchard-deconstructs-spice-campaign-success/146486/
  5. http://www.slideshare.net/eMarketerInc/emarketer-webinar-key-digital-trends-for-2011?from=ss_embed
  6. http://www.slideshare.net/eMarketerInc/emarketer-webinar-key-digital-trends-for-2011?from=ss_embed
  7. http://www.slideshare.net/eMarketerInc/emarketer-webinar-key-digital-trends-for-2011?from=ss_embed