On Thursday 29th September Allister Frost (Head of Digital Strategy for Microsoft UK) spoke at a CIM Sussex event called 'Social Media- bubble or brilliant?'. Allister has very kindly shared his materials with us.

1. 29 SEP 2011
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growing your business
in a digital world

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big is
something
happening

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1x
15,000x

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the
social
media
explosion
1970 1980 1990 2000 2010

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Social Media comprises online
applications, platforms and media
focused on collaboration, sharing
and interaction between users.

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conversations online”
“it’s just people having

8. presentations
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RSS microblogging
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photo sharing
podcasting
bookmarking
blogging
professional social networking

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how big?

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12. an average hour online in the UK
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Social Media
14 mins Average visit time
20mins 12secs
Other
20 mins
Entertainment
9 mins
Travel
1 min
Email
2 mins
Sport
2 mins Adult Shopping
2 mins Biz News 5 mins
2 mins 3 mins
Source: Experian Hitwise, August 2011

13. social networks for every generation
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watch online videos
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73% 83% 62% 50% 44% 33% 17%
12-17 18-33 34-45 46-55 56-64 65-73 74+
Source: Pew Research Center, Generations 2010

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of social
the psychology

15. top 10 reasons we use social media
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meet new people
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share new experiences
stay in touch with friends
share knowledge
feel like I belong
promote myself
make contacts for work
fun / entertainment
earn respect
change opinions
Source: Universal McCann Wave Study 4 / % of active internet universe

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to bring to grow
to define to support
valuable and nourish self-
ourselves to causes
content to our fulfillment
others (or brands)
others relationships
Source: New York Times, Customer Insight Group

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Altruists Careerists Hipsters Boomerangs Connectors Selectives
Source: New York Times, Customer Insight Group

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for business
the problem

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younger me (1990’s)

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older me (2000’s)

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today me (2011)

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of people trust recommendations
from people they know
Source: Nielsen Online “Nielsen Global Online Consumer Survey”, July 2009

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Trust Trust Don’t trust Don’t trust
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CONVERSING
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Brand web sites
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Consumer opinions posted online
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Editorial content like newspaper articles
Brand sponsorships
Ads on TV
Ads in newspapers
Ads in magazines
Ads on radio
SHOUTING
Billboards & other outdoor advertising
E-mails I signed up for
Ads before movies
Ads served in search engine results
Online video ads
Online banner ads
Text ads on mobile phones
Source: Nielsen Online “Nielsen Global Online Consumer Survey”, July 2009

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three hot trends

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geosocial networking / social shopping / navigation tracking / paperless ticketing / freelancing / geogaming / trip planning / ad hoc

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crowdsourcing / crowdcreation / crowdwisdom / crowdvoting / crowdfunding / crowddecisions / crowddesign / tryvertising / crowd

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data mining / behavioural targeting / e-privacy directive / social crm / data cleansing / real-time visualisations / identity mapping / t

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social is everywhere

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advertising /ˈædvәˌtaɪzɪŋ/
ht
n. the cost of being boring.

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stop shouting
start conversing

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tips for marketers

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invest in
social leadership

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invest in
social players

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invest in
tools & expertise

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SRO strategy
develop your

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engage
listen, then

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moderate wisely

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create
social objects

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be
remarkable

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interfaces
handpick your

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when shared
make it better

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personality
Juvenile Company
delinquent The Frost Personality Continuum™ robot

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(again and again…)
fail fast,
learn faster

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thank you

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©
http://allisterfrost.com
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alfrost@microsoft.com
@allisterf
© 2011 Microsoft Corporation. All rights reserved. The information herein is for informational purposes only and represents the current view of Microsoft
Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a
commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation.
MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.