01.Key trends in social media


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  • The early adopter wave off in Malaysia via Jaring, the pioneering ISP in Malaysia, followed by TMnet. Broadband took off in the 2 nd wave following the advent of Streamyx, Jaring Broadband, several WiFi players in the latter half the 3G players via celcos Maxis, Celcom and DiGi and WiFi. In the 3 rd Wave we will see a number of WiMAX players coming onstream. P1 is already rapidly rolling out in Peninsular while Amax and YTLe are set to come onstream in 2010 with Redtone offering its service in East Malaysia. TM’s HSBB service Unifi will provide a combination of broadband services for both households and offices with fiber-to-the-home as a key technology.
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  • Universal McCann Comparative Study on Social Media Trends April 2008 http://www.universalmccann.com/Assets/2413%20-%20Wave%203%20complete%20document%20AW%203_20080418124523.pdf
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  • 01.Key trends in social media

    1. 1. Corporate Social Media Workshop Nov 9 ~ 10, 2011
    2. 2. Learning Objectives <ul><li>To learn about a variety of social media tools to help us listen, connect, add value and measure. </li></ul><ul><li>To identify a strategy for roll-out of social media in my organisation. </li></ul><ul><li>To learn from successful social media practitioners and organisations. </li></ul><ul><li>To understand how to use social media tools to nurture a community of fans and followers. </li></ul>
    3. 3. The Old Media World
    4. 4. The New Media World Investors Customers Prospects Analysts Partners Employees Community Press MESSAGES Competitors
    5. 5. Media diet has changed
    6. 6. Not so “ Bersih ” news coverage
    7. 7. Denials despite online evidence DENIAL
    8. 8. Social media forces everyone to be more transparent and accountable ADMISSION
    9. 9. The Internet circa 1993
    10. 10. Internet in 2011
    11. 11. *Mobile penetration: 123.5% **Internet penetration: 64.6% Force 1: Rise of access *Source: Malaysia, Q2, 2011, MCMC **Internetworldstats.com June ‘09
    12. 12. The 2 nd wave
    13. 13. Force 2: Media fragmentation <ul><li>Opinion forming elite </li></ul><ul><li>One-way, one-to-many </li></ul><ul><li>Sole or few sources dictating schedules and headlines from top-down. </li></ul><ul><li>Very little engagement or feedback encouraged and even these are edited. </li></ul><ul><li>Here it is, you decide </li></ul><ul><li>Many-to-many </li></ul><ul><li>Bloggers, tweeters, podcasters, aggregators, producers, commenters post in near real-time </li></ul><ul><li>Many sources engage in the conversation from grassroots-level. </li></ul>Mass media >>> Masses of niche media
    14. 14. Sign of the times
    15. 15. Newsmakers have gone social
    16. 17. Force 3: Empowering the many with diverse media options <ul><li>Then </li></ul><ul><li>Word-of-mouth </li></ul><ul><li>Print: eg. news, direct mail, newsletters, magazines </li></ul><ul><li>Broadcast: TV, radio </li></ul><ul><li>Advertising </li></ul><ul><li>Public relations </li></ul><ul><li>Telephone </li></ul><ul><li>Direct Mail </li></ul><ul><li>Contests </li></ul><ul><li>Research reports </li></ul><ul><li>Face-to-face </li></ul><ul><li>Now </li></ul><ul><li>Word-of-mouse </li></ul><ul><li>Email </li></ul><ul><li>Websites, Forums, Chat rooms </li></ul><ul><li>Blogs eg.Wordpress, Blogger, Tumblr </li></ul><ul><li>Social networks </li></ul><ul><li>eg. Facebook, LinkedIn </li></ul><ul><li>Microblogging eg. Twitter </li></ul><ul><li>Video-sharing eg. YouTube </li></ul><ul><li>Podcasts </li></ul><ul><li>Mobile apps eg. iPhone, Android, iPad, Tablets </li></ul><ul><li>Video chat eg. Skype, Facetime </li></ul><ul><li>Search Engine Marketing </li></ul><ul><li>Viral marketing </li></ul>
    17. 18. Old media vs new media Facebook.com/thestaronline: Nov 7, 2011 Facebook.com/lengyein: Nov 7, 2011
    18. 20. One definition: It’s an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio…. What’s social media?
    19. 21. … it’s people connecting online
    20. 22. What is social networking and social media? <ul><li>Social networking in Plain English </li></ul><ul><li>http://www.youtube.com/watch?v=6a_KF7TYKVc </li></ul><ul><li>Social media in Plain English </li></ul><ul><li>http://www.youtube.com/watch?v=MpIOClX1jPE </li></ul><ul><ul><li>Copyright: Lee & Sachi LeFever, CommonCraft.com </li></ul></ul>
    21. 24. Where Is Everyone? F. L. Y. T. B.
    22. 25. Why social media? <ul><li>800m active users* </li></ul><ul><li>Malaysia: >11.8 million** </li></ul><ul><li>119m users </li></ul><ul><li>Malaysia: 616,465** </li></ul><ul><li>3 billion views daily </li></ul><ul><li>48hrs of video uploaded/1 min </li></ul><ul><li>200m users </li></ul><ul><li>Malaysia: >1 million </li></ul><ul><li>> 200m bloggers </li></ul>Sources: *Facebook.com. **Socialbakers.com (Nov, 2011), Linkedin, Youtube, Twitter, GreyReview
    23. 26. Almost 20,000,000 articles (3.78m in English)
    24. 27. 3,000,000,000 videos viewed per day 48 hours (Source: YouTube fact sheet) of new video uploaded every minute
    25. 28. <ul><li>83% </li></ul>have watched video clips Source: Wave 4, Universal McCann Comparative Study on Social Media Trends: 22,729 active internet users in 38 countries – Nov08-Mar09
    26. 29. <ul><li>have joined a social network </li></ul><ul><li>Malaysia leads the way with 47% penetration of all 16-54-year-olds. (Mar 2009) * </li></ul><ul><li>>11.8m </li></ul><ul><li>on Facebook in Malaysia. </li></ul><ul><li>(Nov 2011) ** </li></ul>*Source: Wave 4, Universal McCann Comparative Study on Social Media Trends: Survey:22,729 active internet users in 38 countries – Nov08-Mar09 **Source: Facebakers.com, Nov, 2011 66%
    27. 30. Source: TrendStream, GlobalWebIndex based on 100,000+ surveys of active users aged 16-65 in 36 markets, July 2011
    28. 31. Study: Malaysia is No 1 <ul><li>Malaysia is No 1 in online social network friends, avg friends is 233, after Brazil (231), Norway (217) </li></ul><ul><li>Avg timespent on social networks: 9hrs/wk, Russia (8.1hrs), Turkey (7.7hrs) </li></ul>Source: TNS’ Digital Life survey of 50,000 respondents in 46 countries covering nearly 90 per cent of the world’s online population, Oct 10, 2010.
    29. 32. Tomorrow’s customers are today’s “digital natives.”
    30. 33. The old communication model was a monologue.
    31. 34. The new communication model is a dialogue.
    32. 35. Can we ignore social media?
    33. 36. There will be consequences…
    34. 37. 1. You won't know what people are saying about you <ul><li>The conversation is taking place anyway. You can choose to participate or you can ignore it, but people are talking -- even when you're not listening. </li></ul>
    35. 38. 2. You won't know what's going on in your marketplace <ul><li>Listening in to conversations on Facebook, Twitter and the blogosphere is like having a free focus group going 24/7. </li></ul><ul><li>If you listen to your market, you'll be able to anticipate customer needs, make better products, improve services and hear what's wrong with what you are currently delivering. </li></ul>
    36. 39. 3. No one knows the real you <ul><li>Someone may already be squatting on your brand and spewing false corporate messages </li></ul><ul><li>If you don't secure your brand accounts on Twitter, Facebook, no one will know if it's real or fake. </li></ul><ul><li>Get out there with your own voice and establish a reputation for authenticity and truth - it's a lot harder for someone else to hijack your brand. </li></ul>
    37. 40. 4. When you need a voice, you won't have any credibility <ul><li>Typically, organizations only think of a blog or a Twitter account, after a crisis hits. </li></ul><ul><li>Whether you're talking online or off, it takes months – even years – to establish trust in a relationship. </li></ul><ul><li>You need to start the conversation in order to start making deposits in the bank of trust . Then when you need it, the credibility will be there. </li></ul>
    38. 41. 5. You're giving away a competitive advantage <ul><li>Whether you are listening or not, chances are your competition is monitoring what your stakeholders are saying about you. </li></ul><ul><li>They may get the feedback you don’t and be able to bring a new product to market faster, and meet the needs of the marketplace better than you can. </li></ul>
    39. 42. 4-step social media guidance Step 1: Listen What are people saying about your brand online? Who’s saying what? Who comments and responds? What they say and how they say it.
    40. 43. <ul><li>Make friends – one at a time </li></ul><ul><li>Participate in conversations and find your voice </li></ul><ul><li>Observe comments and reactions, if any. </li></ul><ul><li>Do not dominate the </li></ul><ul><li>Conversations! </li></ul>Step 2: Connect
    41. 44. 2/3 of the economy now influenced by personal recommendations – McKinsey&Co
    42. 45. Step 3: Add value <ul><li>Find unique and </li></ul><ul><li>genuine ways to </li></ul><ul><li>reach out to help. </li></ul><ul><li>Bring authority and </li></ul><ul><li>credibility to the </li></ul><ul><li>conversation. </li></ul><ul><li>Do not flood streams with </li></ul><ul><li>marketing messages! </li></ul>
    43. 46. Step 4: Measure <ul><li>Track pageviews, unique </li></ul><ul><li>visitors, downloads, embeds, </li></ul><ul><li>subscribers, followers, fans </li></ul><ul><li>Cost savings, sales and call </li></ul><ul><li>-to-actions </li></ul><ul><li>Weigh sentiment, positive vs </li></ul><ul><li>negative comments, issues </li></ul><ul><li>resolved, feedback received </li></ul>
    44. 48. In 2011, if you’re not on a social networking site, you’re not on the Internet. “ Fish where the fish are!”
    45. 49. <ul><ul><li>What are our objectives? </li></ul></ul><ul><ul><li>What resources can we dedicate in terms of people, tech, etc? </li></ul></ul><ul><ul><li>Do we need to engage outside experts? </li></ul></ul><ul><ul><li>How do we map out a strategy that is in line with our current goals? </li></ul></ul><ul><ul><li>What targets and KPIs should we have in place? </li></ul></ul><ul><ul><li>“ A social network can’t </li></ul></ul><ul><ul><li>run on auto-pilot” </li></ul></ul>