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A tour of social media
| Date post: | 28-Jan-2015 |
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Technology |
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A tour of social media
Introduction
You Tube
Linked In
Blogs
Search
Mobile
Time take for new innovation to be adopted by 25% of US population
46 years
35 years
26 years
6 years
1831
Electricity
1876
Telephone
1923
Television
1995
Broadband
Internet users = 70% of the population
UK is the most active internet population in Europe
28% of the UK’s leisure time is spent online
The over 50s now represent 30% of total time spent online
European internet users spend 14.3 hours per week online, compared to TV (11.3 hrs) and newspapers and magazines
(4.4 hrs)
By June 2010 Internet consumption predicted to > TV consumption*
UK overall ad spend fell 3.9% in 2008, with only online achieving growth at 17.3%
E-consultancy Internet Stats Compendium, Ofcom, The Communications market 2008, Wired 20/4/09* Microsoft’s 'Europe logs on: internet trends of today and tomorrow' study
State of the nation
Content Commerce Conversation Connectedness
Four interrelated phases
Public relations
Customer service
Research
Brand reputation
Loyalty
Thought leadership
Partnerships
CSR
Investor relations
Employeeengagement
And, yes, customer acquisition
Every audience & every country catered for…
Social Networks come and go…
Online communities now more popular than email
…social networking is here to stay
The heavyweights…
2/3 of global internet population
visits social networks
2/3 of global internet population
visits social networks
(Source: Nielsen , Global Faces & Networked Places 2009)
Time spent on social networks is growing at 3x the overall internet rate and already accounts for c.10% of all internet time.
(Source: Nielsen , Global Faces & Networked Places 2009)
Making it all work together
#1 fan page
Most followers (1.2m)
Collection of photos for every state visited
Ability to create personal campaigns
e.g. “Social media for Obama
1800+ videosEach w/ 200k + views
25k connectionsLinkedin had to change its service
as he was too popular
5,000,000 connectionAcross 15 networks
Introduction
You Tube
Linked In
Blogs
Search
Mobile
…and growing by well over 600,000 users per day (Jan - Feb 09)…and growing by well over 600,000 users per day (Jan - Feb 09)
250m+
If Facebook were a country, it would be the fourth most
populated in the world, ahead of Indonesia, Brazil
and Japan.
Main navigation
Notification of Friendsbirthdays
Latest news from Friends in network
Photo albumspublished by friends
How it works
Strengths• Free to build
• Well indexed in search engines
• Multiple administrators
• Free tracking
• Can communicate with multiple contacts in a single click
Weaknesses• Limitations to customizing
• Cannot talk directly with Fans (mass comms only)
• Requires membership (cannot be seen by all)
Strengths and weaknesses
Brands in action
Consumers fight back
Introduction
You Tube
Linked In
Blogs
Search
Mobile
You Tube
YouTube has 258 million users and 50% visit weekly or more
More than 100 million videos a day are being watched – over a 1000 a second
Women aged 35-44 are the second largest user base for You Tube
46% of “heavy” You Tube users regularly watch paid for subscription TV
YouTube and the 30 dwarves
Profile of user who posted video
Other videos by user
Videos with related subject matter
Comments
Video player – includes ratings, views and interactive navigation
How it works
Strengths• Instant publishing
• Can create distinct brand presence
• Democratic – all content has equal stature
• Direct conversation with consumers
• High traffic volume
Weaknesses• Lack of control over comments
if enabled
• Size – videos can get lost in the ether
• Quality of surrounding content – large amount of amateur footage
• YouTube/Google (current) technical limitations for brands
Strengths and weaknesses
• Passed 3 million views in 10 days • Forced to withdraw product
Consumers fight back
Brands in action
Introduction
You Tube
Linked In
Blogs
Search
Mobile
Estimated 5-10 thousand new accounts are opened per day
London has the more twitter users than any other city in the world
Twitter grew up 752% in 2008
There have been over 3.7 billion tweets
Area where you post your “tweet”
“Tweets” from people you follow
User information – how many followers
Trending topics – most popular terms being used
How it works
Strengths• Real time news
• Direct connection with customers
• Can disseminate information quickly
• Can help assess current trends
• 140 character limit
Weaknesses• 140 character limit
• Tech-savvy channel
• Early adopter audience
Strengths and weaknesses
Why do they tweet?• Monitor conversation around a product
• Directly engage with customers/solve problems
• Gain and retain fans
Brands in action
....and drive sales
Real time reporting
Introduction
You Tube
Linked In
Blogs
Search
Mobile
42 million professionals from every country around the world, with approximately
half of the member base outside the United States
Audience has shifted younger, with the 18-24, and 25-35 year old segments both
growing by nearly 15% in the past 6 months
More than 300,000 user groups
Linked In
Suggestions for contacts you may know
Ability to create and advertise events
Latest updates from your network
Latest news from your company
Navigation – Jobs, Q&A, People, Companies
Inbox
How it works
Strengths• Connect with professionals
• Sense of authority
• Highly transparent
• Great search visibility
• Strong research tool
• Good for promoting specific brand messages
Weaknesses• Page cannot be branded
• Company profiles have limited function
• No in built measurement tools
Strengths and weaknesses
Brands in action - Microsoft
Introduction
You Tube
Linked In
Blogs
Search
Mobile
Blogs
133,000,000 – number of blogs indexed by Technorati since 2002
346,000,000 – number of people globally who read blogs
900,000 – average number of blog posts in a 24 hour period
77% - percentage of active Internet users who read blogs
Other blogs read by the author
Title and mission statement
Functionality to comment on post orsend to a friend
List of recent posts
Blog post – supports text, images, video
How it works
Strengths• Equal balance between
messaging and listening
• High level of measurability
• Ability to create online brand identity
• Groups/individuals already in your space
Weaknesses• Groups/individuals already in
your space
• Exponential growth - hard to contain
• Once you post something its out there - forever
Strengths and weaknesses
• /
Waitrose MD’s personal, customer blog:
http://www.waitrose.com/blog/entrylisting.aspx?uid=034f3e8a-cd23-497f-b37a-d5349a858105
General Motors response to major issues with their business:
http://fastlane.gmblogs.com/
McDonalds 'Make your own mind up' site:
http://www.makeupyourownmind.co.uk
Dell’s response to customer service issues
http://direct2dell.com/one2one/archive/2007/05/11/14479.aspx
The Coca-Cola Company: winning consumer trust
www.letsgettogether.co.uk
P&G: engaging with customers to assist with major NPD
programme http://direct2dell.com/one2one/archive/2007/05/11/14479.aspx
(40%+ of new products to come from outside the organisation)
Brands in Action
Introduction
You Tube
Linked In
Blogs
Search
Mobile
Search
133,000,000 – number of blogs indexed by Technorati since 2002
346,000,000 – number of people globally who read blogs
900,000 – average number of blog posts in a 24 hour period
77% - percentage of active Internet users who read blogs
Each month 86% all of UK internet users go through Google to find what they’re looking for
It is the single most important media property in the world
How do people use it?
Most popular searches
1. facebook 2. bbc 3. youtube 4. ebay 5. games 6. news 7. hotmail 8. bebo 9. yahoo 10. jobs
Fastest rising
• iplayer • facebook • iphone • youtube • yahoo mail • large hadron collider • obama • friv • jogos • wiki
51% start with a search engine when looking to purchase from a retailer online
42% start with a search engine when looking to make a travel purchase.
On the surface fairly generic…
Old world New world
“Today’s news, tomorrow’s chip paper” “Toxic news with a half-life of 10 years+”
Reputation
Market value
Search is worth £2.75 billion in the UK
Search advertising accounted for 58% of UK online ad spending in 2008
Two big questions
How do advertisers use it? How can we be sure it works?
Definition
Pay-per-click
• Advertisers typically bid on keyword phrases relevant to their target market and pay their host only when their ad is clicked
Search engine optimisation
• Process of improving the volume or quality of traffic to a web site via "natural" or "algorithmic“ search results. The higher the site places the more visitors it will get
Two main forms…
Examples
Pay per click
• Advertisers bid on a series of key words that are associated with either their brand or product/services
• Each time their link gets a click they pay – this is “cost per click”
• Alternatively they pay only when they make a purchase – this is “cost per acquisition”
How can we be sure that it works and delivers tangible ROI?
Your online identity…
Introduction
You Tube
Linked In
Blogs
Search
Mobile
Mobile
The mobile device will be the primary connection tool to the Internet for mostpeople in the world in 2020
It took 20 years for the first billion cell phones to sell……4 for the secondbillion……and 2 for the third billion…
There a more mobiles in the UK than there are people
17% of Britons are willing to buy products and services through their phones
The age of the application
• Handles 8 % of all voice-to-voice calls globally
• That’s 26.5 billion minutes of talk
• Home to 445 million subscribers
• It may be virtually free but revenue is up to $153 million/quarter
Skype
Shop Savvy
Shazam
Sixth sense
Primarily due to the Internet, the pace of change is accelerating faster than at any time in our history.
People are now completely overwhelmed by choice…
…But they are adapting to change faster and better than businesses…
…They are becoming expert multi-channel shoppers…
…They are now in total control and define your success.
The internet & people’s access to the internet is affecting every part of our business (from acquisition through to brand trust and reputation)
As a result of the above, markets are being transformed…
…We need to respond faster than we think is possible.
In summary
It’s only just the beginning…
