CSM Module 1: Key trends in social media

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Key trends in social media (Updated: June 2011)

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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.
  • The Great Wave Kanagawa – Katsushika Hokusai, woodcut print created in 1820s
  • Since its creation in 2001, Wikipedia has grown rapidly into one of the largest reference Web sites, attracting at least 684 million visitors yearly by 2008. There are more than 75,000 active contributors working on more than 10,000,000 articles in more than 250 languages.
  • 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
  • Gen Y tends to rely on their network of friends and their recommendations, not traditional ads. "Ads that push a slogan, an image, and a feeling, the younger consumer is not going to go for,'' says James R. Palczynski, retail analyst for Ladenburg Thalmann & Co. Instead, they respond to "humor, irony, and the unvarnished truth."
  • “ Hi there, I’m Janet, one of a few Community Evengilist at ExxonMobil Corp. I’m here to answer any of questions from this twitter community.” Janet is conversing on issues related to Exxon Mobil. As to why on Twitter, she wrote “ we’re working hard on building a strong relationship with the twitter community. ” UPDATE (August 02 2008): Four days later, Janet of ExxonMobilCorp is revealed as a fake. The person DOES NOT represent Exxon Mobil Corporation..
  • Alicia_at_Honda does an amazing job on Twitter connecting with fans and owners on Twitter. When a 9/11 hoax surfaced again she pointed to the real info
  • CSM Module 1: Key trends in social media

    1. 1. Corporate Social Media Workshop June 21 ~ 22, 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 tools in my organisation. </li></ul><ul><li>To learn from successful social media campaigns. </li></ul><ul><li>To understand how to use social media tools in a crisis. </li></ul>
    3. 3. Agenda 4. Social Networks 2pm – 3.15pm Tea break 3.15pm – 3.30pm Lunch 1pm – 2pm Social media campaigns - videos 3.30pm – 5pm 3. Corporate Blogs 11.30am – 1pm 2: Google, Branding and Identity Coffee break 1: Intro, trends in social media, Obama 10.30am – 11.30pm 10.15am – 10.30am 9am – 10.15 am
    4. 4. The Old Media World
    5. 5. The New Media World Investors Customers Prospects Analysts Partners Employees Community Press MESSAGES Competitors
    6. 6. The Internet circa 1993
    7. 7. Internet in 2011
    8. 8. *Mobile penetration: 121% **Internet penetration: 64.6% Force 1: Rise of access *Source: Malaysia, Q1, 2011, MCMC **Internetworldstats.com June ‘09
    9. 11. 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 their own time </li></ul><ul><li>Many sources engage in the conversation from grassroots-level. </li></ul>Mass media >>> Masses of niche media
    10. 12. 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>
    11. 15. Where Is Everyone? F. L. Y. T. B.
    12. 17. 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?
    13. 18. … it’s people connecting online
    14. 19. 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>
    15. 20. Almost 19,000,000 articles (3.65m in English)
    16. 21. 3,000,000,000 videos viewed per day 48 hours (Source: YouTube fact sheet) of new video uploaded every minute
    17. 22. <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
    18. 23. <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>>10m </li></ul><ul><li>on Facebook in Malaysia. </li></ul><ul><li>(Apr 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: Facebook, GreyReview.com as of Apr 1, 2011 66%
    19. 24. 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.
    20. 25. Facebook users in Southeast Asia Source: Facebook, GreyReview.com, as of Apr 5, 2011
    21. 26. Facebook users globally <ul><li>700m active users as of June 2011* </li></ul><ul><li>50% log in everyday, Avg: 41 minutes/day ** </li></ul><ul><li>Average user has 130 friends </li></ul><ul><li>Average user is connected to 60 pages, groups and events </li></ul><ul><li>Average user creates 70 pieces of content each month </li></ul><ul><li>About 70% of users are outside USA </li></ul><ul><li>Over 100m access it using mobile devices. </li></ul>Source: *Socialbakers.com, **http://www.facebook.com/press/info.php?statistics
    22. 27. Tomorrow’s customers are today’s “digital natives.”
    23. 28. The old communication model was a monologue.
    24. 29. The new communication model is a dialogue.
    25. 30. Can we ignore social media?
    26. 31. There will be consequences…
    27. 32. 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>
    28. 33. 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, and hear what's wrong with what you are currently delivering. </li></ul>
    29. 34. 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>
    30. 35. 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>
    31. 36. 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 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>
    32. 37. 4-step social media guidance Step 1: Listen Who’s saying what? Who comments and responds? What they say and how they say it.
    33. 38. 4-step social media guidance <ul><li>Step 2: Connect! </li></ul><ul><li>Find your voice by </li></ul><ul><li>participating in the </li></ul><ul><li>conversations. </li></ul><ul><li>Observe responses, </li></ul><ul><li>if any </li></ul>
    34. 39. 2/3 of the economy now influenced by personal recommendations – McKinsey&Co
    35. 40. 4-step social media guidance <ul><li>Step 3: Add value </li></ul><ul><li>Genuinely reach out </li></ul><ul><li>to help. </li></ul><ul><li>Bring authority and </li></ul><ul><li>credibility to the </li></ul><ul><li>conversation. </li></ul>
    36. 41. 4-step social media guidance <ul><li>Step 4: Measure </li></ul><ul><li>Track pageviews, </li></ul><ul><li>downloads, embeds, </li></ul><ul><li>visitors, followers, fans </li></ul><ul><li>Evaluate cost savings </li></ul><ul><li>Weigh positive vs </li></ul><ul><li>negative comments </li></ul>
    37. 43. To sum up: By the numbers… <ul><li>700m users </li></ul><ul><li>Malaysia: >10 million </li></ul><ul><li>100m users </li></ul><ul><li>Malaysia: 485,000 </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>Source: Socialbakers.com, Facebook, Linkedin, Youtube, Twitter, GreyReview
    38. 44. In 2011, if you’re not on a social networking site, you’re not on the Internet. “ Fish where the fish are!”

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