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What's Next & The Buzz Report - Podcamp Toronto

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A sampling of data, insight and a bit of fun from a presentation at Podcamp Toronto 2009 by Sean Moffitt

Veröffentlicht in: Business
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What's Next & The Buzz Report - Podcamp Toronto

  1. brought to you by: Sean Moffitt, Agent Wildfire What’s Next in Canadian Social Media, WOM & Community Building
  2. <ul><li>Perhaps a premature announcement, but why wait. </li></ul><ul><li>2009 Anticipated Declines: </li></ul><ul><ul><li>15% Newspapers </li></ul></ul><ul><ul><li>- 13% Consumer Magazines </li></ul></ul><ul><ul><li>10% Terrestrial Radio </li></ul></ul><ul><ul><li>4% Network TV </li></ul></ul>Source: Jack Myers Media Report The Long Slow Decline into Irrelevance
  3. Another change you can believe in Canada… <ul><li>Canadian Marketers plan on spending more/less in 2009: </li></ul><ul><li> More Less </li></ul><ul><li>Newspaper 5% 32% </li></ul><ul><li>Radio 5% 33% </li></ul><ul><li>TV 4% 37% </li></ul><ul><li>Magazines 3% 39% </li></ul><ul><li>Social Media 23% 16% </li></ul><ul><li>Source: Com.motion </li></ul>
  4. The Fastest Growing Marketing/Media Segments <ul><ul><li>Expected 5 year </li></ul></ul><ul><ul><li>Compound Annual Growth Rate </li></ul></ul><ul><li>Word of Mouth 27% </li></ul><ul><li>Internet/Mobile 14% </li></ul><ul><li>Branded Entertainment 13% </li></ul><ul><li>Custom Publishing 11% </li></ul><ul><li>Out of Home 10% </li></ul>Source: Veronis Suhler Stevenson
  5. WHAT’s NEXT IN SOCIAL MEDIA, WORD OF MOUTH & COMMUNITY BUILDING THE BUZZ REPORT <ul><li>Research conducted by Agent Wildfire - over 300 Canadian marketing leaders surveyed </li></ul><ul><li>45% clients, 40% agencies, 15% other </li></ul><ul><li>25% Presidents, 15% VP, 15% Director, 22% Manager, </li></ul><ul><li>22% staff, 2% Students </li></ul>
  6. WHAT’s NEXT IN SOCIAL MEDIA, WORD OF MOUTH & COMMUNITY BUILDING THE BUZZ REPORT <ul><li>Composition of Audience </li></ul><ul><li>20% Innovators </li></ul><ul><li>59% Early Adopters </li></ul><ul><li>19% Early Majority </li></ul><ul><li>2% Late Majority/Laggards </li></ul>
  7. Your company’s current position on social media/WOM building value for your organization? Strongly Optimistic 47% Somewhat optimistic 33% Neutral 14% Pessimistic 5% Strongly Pessimistic 1%
  8. Your company’s current position on spending more time, resources and money on social media/WOM in 2009? Substantial growth 20% Moderately growth 47% Same 32% Moderately decline 0.4% Strongly decline 0%
  9. WHAT’s NEXT IN SOCIAL MEDIA, WORD OF MOUTH & COMMUNITY BUILDING PODCAMP
  10. WHAT’s NEXT IN SOCIAL MEDIA, WORD OF MOUTH & COMMUNITY BUILDING
  11. 1. What forms of social media/WOM will experience the biggest growth in the next few years?
  12. 1. What forms of social media/WOM will experience the biggest growth in the next few years? 1. Social Network Marketing 36% 2. Social Media (blogs/podcasts) 35% 3. Mobile Marketing 34%* 4. Customer/User Generated Content 30%* 5. Influencer marketing 27% 6. Brand communities/networks 21%* 7. Brand entertainment/advergaming 16% Source: Agent Wildfire Buzz Report 2009
  13. 2. The biggest changes in culture, media and the marketplace causing a rise in social media/WOM?
  14. 2. The biggest changes in culture, media and the marketplace causing a rise in social media/WOM? 1. Rise of Social Networks 36%* 2. Rise in New Tech./Media 29% 3. Web 2.0/Prosumer 27% 4. Media fragmentation/clutter 27% 5. Mass marketing effectiveness down 26% 6. Loss of trust/credibility 23% 7. Waning attention to media/messages 23% Source: Agent Wildfire Buzz Report 2009
  15. 3. The biggest obstacles that continue to exist in implementing social media/WOM in your company/clients?
  16. 3. The biggest obstacles that continue to exist in implementing social media/WOM in your company/clients? 1. Inability to measure 40% 2. Lack of budgets 31% 3. No accepted standards/benchmarks 29%* 4. Fear of loss of control 29% 5. Inability for culture to accept 25% 6. Technical skills/expertise not in place 23%* 7. Do not understand diff. bet. Mass marketing 21%* Source: Agent Wildfire Buzz Report 2009
  17. Buzz Marketing Social Media/ New Media Customer Collaboration/ Crowdsourcing Brand Communities Influencer Marketing User Generated Content User Generated Content Social Networks Referral Programs Grassroots/Cause Marketing Experiential Marketing Viral Marketing Other Buzz Report Learnings On…
  18. 1. Currently using/practising : 1. Blogs/Social network marketing 46% 2. Social media/forum participation 45%* 3. Blogger/social media outreach 45% 4. Corp./brand campaign/blogs/podcasts 42% 5. Social network pages/groups 42% 6. RSS-fed activity 40% 7. Cause/charity sponsorship 32% 8. Social network apps. 32% 9. Expert/customer advisory panels 30% 10. Corp. brand wiki forums 28%* 11. Corp. social responsibility 27% Source: Agent Wildfire Buzz Report 2009
  19. 2. Biggest sins of a social media/WOM practitioner : 1. Lack of authenticity 65%* 2. Lieing about identity 51% 3. Not creating 2-way dialogue 47% 4. Not having a strategy 38%* 5. Not measuring what happens 35%* 6. No link to business objectives 29% 7. Not changing company practice because of it 28% Source: Agent Wildfire Buzz Report 2009
  20. 3. Most important Word of mouth attribute (in order of priority): 1. Conversation worthy idea/concept* 2. Great product/brand 3. Customer/member experience provided 4. The People who Participate* 5. The Culture of a company* 6. A strong word of mouth generation process 7. Research/analysis/learning Source: Agent Wildfire Buzz Report 2009
  21. 4. Most frequently stated objective for launching a social media/WOM initiative: 1. Awareness/buzz/publicity 39%* 2. Leads/referrals/members 33% 3. Loyalty/affinity/lifetime value 29% 4. Participate in dialogue/conversation 28%* 5. Seed influencers/incubate ambassadors 24% 6. Launch products/services/ideas/news 22% 7. Build better customer experiences 21% 8. Accelerate sales/revenue 18%* 9. Target specific tough to reach audiences 18% Source: Agent Wildfire Buzz Report 2009
  22. 5. Biggest gaps between currently practising and piloting/testing – potential future opportunities: 1. Crowdsourced networks 2. Not-traditional ads designed to attract talk value 3. Virtual worlds 4. Mobile initiatives 5. Fan Clubs 6. Testimonial/challenge programs Source: Agent Wildfire Buzz Report 2009
  23. 6. Currently Track: <ul><li>Content generated by social media/WOM 46% </li></ul><ul><li>Traffic/sales attributable to social media/WOM 41% </li></ul><ul><li>Insight generated by social media/WOM 41% </li></ul><ul><li>Brand conversations started/generated by social media/WOM 41% </li></ul><ul><li>Level and quantity of social media/WOM 36% </li></ul><ul><li>Social media/WOM Impact/ROI 33% </li></ul><ul><li>Brand Engagement metrics 31% </li></ul><ul><li>Influence/advocacy across customers/cust. Segments 23% </li></ul>Source: Agent Wildfire Buzz Report 2009
  24. 7. Beliefs: Source: Agent Wildfire Buzz Report 2009 Beliefs Strongly Agree Agree Agencies need to radically reinvent themselves to stay competitive 39% 44% Managing the customer experience is the key battleground for business 32% 50% We will be able to track conversations much more accurately over the next decade 28% 48% The marketing will become much more important to their org. by leveraging SM/WOM 20% 54% Radically new social media and word of mouth tactics will be adopted in the next few years 20% 51%
  25. 8. Disbeliefs: Source: Agent Wildfire Buzz Report 2009 Beliefs Strongly Agree Agree Facebook will still be the most dominant network in 3 years 5% 24% Word of mouth and peer generated content is a bigger threat than benefit 6% 19% Canadian organizations are naturally better than Americans to harness social media and WOM 6% 16%
  26. The ABC’s of What’s Next in Marketing, Media & Research – The Trends that are Going to Drive Business …. and Your Career Forward - Slideshare Agent Wildfire Presentation
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  28. The Kickass Offer
  29. Let’s Start The Conversation… Inquire: smoffitt (at) agentwildfire.com Phone: 416-255-4500 URL: www.AgentWildfire.com Join: www.TheInfluencers.ca Blog: http://BuzzCanuck.typepad.com/ www.spreadslikewildfire.com Explore: The Buzz Report (e-newsletter) Signup at www.AgentWildfire.com Learn: Executive WOM Seminars

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