3. OUR AGENDA FOR THE NEXT HOUR
• Overview of social media and how it has changed us
• Objectives of social media strategy
• Overview of the a few major players
• Questions
5. The ways to share influence have exploded
When did we start trusting strangers?
PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE
Talk face to face Personal blog Comments on blogs
Phone call Social network page Comments on websites
Talk face to face
Talk to shop worker Widgets Viral emails
Phone call
Consult a professional Video sharing site Auction websites
Talk face to face Talk to shop worker
Readers Letters Photo sharing site Wish lists
Talk to shop worker Consult a professional
Phone in; TV / Radio Chat rooms Ratings on retail sites
Readers letters
SMS Message boards Reviews on retail sites
Phone in; TV / Radio
Email Social Bookmarking Price comparison sites
Instant Messenger Chat room Social shopping sites
Consumer influence channels
6. Oh my, how things have changed
COMMUNICATIONS SOCIAL MEDIA
MEDIA
Space defined by Media Owner Space defined by Consumer
Brand in control Consumer in control
One way / Delivering a message Two way / Being a part of a conversation
Repeating the message Adapting the message/ beta
Focused on the brand Focused on the consumer / Adding value
Entertaining Influencing, involving
Company created content User created content / Co-creation
7. The Social Networking Revolution
• 22% of all time spent online is on social networking sites & blogs
• Consumer is in a position of power & all have a voice
• Conversations are already happening – it’s up to a brand to decide to
join in or let them happen without them
• 93% of Americans believe a company should have a presence on social
networking
Source: Nielsen
8. Number of years to reach 50 millions users
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100 million
38 years 13 years 4 years
< 9 months
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Source: Mashable
9. Top 10 Sites on the Web
1. Google 6. Baidu
2. Facebook 7. Wikipedia
3. YouTube 8. Blogger.com
4. Yahoo! 9. Twitter
5. Windows Live 10. QQ.com
Source: Alexa
10. People Spending More Time Than Ever
on Social Networking Sites
U.S. ranked 3rd
2009: 2010: globally with
3.5 hours per 5.5 hours per average person
spending 6.2
month month hours/month
Source: Mashable
11. Teens & College Students Spend Even MORE Time
Average 11.4 hours per week on
42% use
Source: Technorati
12. The Shift in Media Spending
Exact Target Research January 2010
70% increasing budgets for social
28% shifting from traditional to digital
41% decreasing spending on print & radio
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13. Social Media Plan: Objectives
Listen to customers
Build relationships and audiences
Promote products and services
Manage brand reputation
Improve customer service
14. The Big Names in Social for Marketers
Source: comScore, December 2009, Facebook.com, blog.compete.com, mashable.com, twitter.com, Alexa.com, website-monitoring
15. The Big Names in Social for Marketers
Facebook
• If Facebook were a country, it would be the third largest
country in the world with 550+ million users.
• Facebook has now surpassed YouTube to be the second most popular site on
web
Source: comScore, December 2009, Facebook.com, blog.compete.com, mashable.com, twitter.com, Alexa.com, website-monitoring
16. The Big Names in Social for Marketers
Facebook
• If Facebook were a country, it would be the third largest
country in the world with 550+ million users.
• Facebook has now surpassed YouTube to be the second most popular site on
web
Twitter
• Over 100 million tweets created each day by 106 million accounts
• The number of users increases by 300 thousand/day
• Over 26 billion Tweets to date
Source: comScore, December 2009, Facebook.com, blog.compete.com, mashable.com, twitter.com, Alexa.com, website-monitoring
17. The Big Names in Social for Marketers
Facebook
• If Facebook were a country, it would be the third largest
country in the world with 550+ million users.
• Facebook has now surpassed YouTube to be the second most popular site on
web
Twitter
• Over 100 million tweets created each day by 106 million accounts
• The number of users increases by 300 thousand/day
• Over 26 billion Tweets to date
YouTube
• 94 of Ad Age’s 100 top advertisers have run campaigns on YouTube
• YouTube views/day double prime time audience of all 3 major US networks
combined
• More video uploaded in 60 days than 60 years from 3 major networks combined
Source: comScore, December 2009, Facebook.com, blog.compete.com, mashable.com, twitter.com, Alexa.com, website-monitoring
19. Measuring Success in Social Networking
Clicks to Facebook from Site
Number of likes -3% 33
August
34
July
Demographics
Visits from FB
Coupon codes redeemed
Click-through to URL’s
+66% 68
August
41
July
User comments/interaction Likes (Fans) on FB
Brand awareness/favorability
-0.5% 12,543
August
12,600
July
Facebook Pageviews
+33% 2,323
August
1,748
July
Facebook Likes Demographics
20. Why is Social Networking Important to Marketers?
• Opportunity to establish a true one-on-one relationship with customers
• Build trust and engagement
• Show customers you are listening to what they have to say about brand
• Respond accordingly
• Cultivate and nurture brand advocates
• Support and augment traditional marketing plans
9,929,643 12,717,172 14,342,603
5,569 129,139 1,066,092
14,044,269 1,015,178 10,293,020
5,546,878 7,148 1,068
21. Facebook
• Awareness of brand/service/events
• Engagement with community of “friends” and other stakeholders
through conversations
• Relationship building
22. Advertising Applications of Facebook
Did you know:
More than 80 thousand websites have
implemented Facebook connect since Dec 2008
23. Twitter
• Awareness of brands/services/events especially promotions (e.g. sales).
• Customer service
• Ongoing conversations with “followers”
25. Building Community: Kogi Korean BBQ
• Twitter is used to let
people know where
the truck will be in LA
• 300-800 people in line
waiting
• 22,000 followers
26. Customer Service: Comcast
• Twitter allows Comcast to
improve its customer service
and get questions answered.
27. Selling: Dell
• Dell posts quick links using Twitter for
specials and messages about inventory
as it rolls in.
• Nov 2008- sold more than $1 million
through Twitter feeds
28. Branding & Awareness: Miles Austin
• Scavenger Hunt Tweet
up for Super Bowl pre
party
29. YouTube
• Awareness for brand/service/event especially those requiring storytelling
• Mass reach; visual medium
30. Advertising Applications of YouTube
Did you know:
YouTube is the second most
popular search engine next to
Google
31. What’s Next for Social Networking
• “Check in” features like Brightkite, Foursquare, Gowalla and Facebook Places are the
next evolution in social networking
• Often referred to as “geo-social networking”
• Also touted as “mobile social networking” as they are optimized for use with a mobile
phone
• Provides a way to share your location and activities with friends and others in your area
• Can also tie into existing social networks such as Facebook or Twitter
32. And it’s not about the Technology
"Over and over again, connecting
people with one another is what lasts
online. Some folks thought it was
about technology, but it's not.“
Seth Godin
Image: http://www.gapingvoid.com/
