Social Media & Marketing Part I

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SOCIAL MEDIA & MARKETING


SOCIAL MEDIA & MARKETING: PART 1

WEB 2.0 TOOLS

WHAT IS SOCIAL MEDIA?

TRUTHS & MYTHS OF SOCIAL MEDIA

SOCIAL MEDIA USER BEHAVIOURS

SOCIAL MEDIA USERS REVIEW VIDEO GAMERS

TEENS

TV ENTHUSIASTS

MOMS

SOCIAL NETWORKS

ADVERTISING ON SOCIAL NETWORKS


Bu

sin

ess

Pro

cess

DIFFERENCE WITH WEB 2.0

Before Web 2.0

resources services solutions

After Web 2.0

resources services solutionsexperienc

es

Com

mu

nic

ati

on

W

ay

Before Web 2.0

brand customer

After Web 2.0

customer customer

Customer gained extra power!


THREE SPHERES OF WEB STRATEGYFor success, the long term planning of a website must balance each sphere


WEB 2.0 TOOLS

Blogs

Forums

Message Boards

E-mail marketing

Communities

Social Media

Messengers

Online video


WEB 2.0 TOOLS EFFECTIVENESS

tools increased marketing ef-fectiveness

tools increased the customer satisfaction

tools reduced marketing costs

0 0.1 0.2 0.3 0.4 0.5 0.6

74% said it was important to

integrate the tools with other

forms of customer interaction

(*) Mc Kinsey Quarterly





“SM is like teen sex.

Everyone wants to do it, nobody knows

how.

When it is finally done, there is surprise

it is not better.”

Kaushick



“Truth is that: SM is the responsibility of the champions that demonstrate how it will benefit the company and the brand.”

Brian Solis


TRUTHS OF SOCIAL MEDIA

Brands have no control over the public. Problems can spread quickly

59 % of brand marketers use SM and this will swell to 82 % within 12 months *

% 81 of global internet users have used internet to research about a product ** % 25 of search results for worlds top 20 largest brands are links to UGC***

62 % trusts corp. less than they did 1 year ago. 70 % of 20.000 people from 50 countries trusted consumer opinions ****

Tripadvisor: 20 million reviews positive

*e-marketer August 2009, **(PeW 2008), *** (Techrigy 2009), ****(edelman 2009)


MYTHS OF SOCIAL MEDIA

Social media forgets quicklySM is just for geeksNobody reads blogsNobody trusts a random bloggerPeople just complain onlineIt is free (resource, time, people?)

*e-marketer August 2009, **(PeW 2008), *** (Techrigy 2009), ****(edelman 2009)


“If you want to really know the true behavior of the chimpanzee, you need to observe it in the wild.

And to get the best concept of the behavior of the chimpanzee, you need to become — or at least be accepted as — a chimpanzee.”

Chris Abraham

SOCIAL MEDIA USERS


SOCIAL MEDIA USERS BEHAVIOURS

0

10

20

30

40

50

60The most popular behaviour of SM users in SM is socializing.

Micro-blogging by SM tools causes decreasing the growth rate of blog writing.

IPA 2009 – Social Media Users Behaviours Research


SOCIAL MEDIA USERS

Video Gamers

Teens

Moms

TV Enthusiasts

Lotame Social Media Users Review 2009


SOCIAL MEDIA USERS PROFILE – VIDEO GAMERS

more likely to be Influencers. These influencers perform actions that indicate them as creators, up loaders, sharers, or raters of content.

Blogging was more likely an action of Video Gamers in social media.

30% more likely to be interested in technology related content

25% are more likely to be interested in Music over TV or Movie related content.



10 %

15 %

20 %

25 %

30 %

35 %

5 %

Apps&widgets

photos video

groups

blogs forums



influencer actions actions uploaders bloggers

10 %

15 %

5 %

20 %

25 %

30 %




SOCIAL MEDIA USERS PROFILE - TEENS

More than ever are treating SM as a place for interaction and social expression.

More likely to interact in the forums compared to blogs and online groups.

High interest in the entertainment area, with music and sports.

53% more likely to use Apps & Widgets than the average user.

Blogs are 75% less likely to be an interest by teen users

40% more likely to be influencers.

•








SOCIAL MEDIA USERS PROFILE – TV ENTHUSIASTS

31 % communicate primarily through blogs

43% more likely to watch, download, upload,or share videos online

more likely to be Influencers.

Blogging was more likely an action

60% more likely to be interested in news related TV content.Politics as an interest ranked higher compared to all other series



30% more likely to be interested in cartoon shows compared to other TV interests within SM.

Less than 1%find talk shows while engaged with SM.

81% more likely to be interested in lifestyle‐related content within SM.

Fashion and Beauty ranks higher in SM. 53% more likely to be interested in business.










SOCIAL MEDIA USERS PROFILE - MOMS

mass media no longer reaches moms efficiently.

using the Internet for entertainment, networking and researching their core family care needs.

less likely to conduct activities such as uploading and rating content in the SM

Core behaviors occurring such as blogging, downloading and watching videos.

Blogs are ranked the highest form of media used by moms in SM. 75% communicate primarily through blogs and forums.



Photos are 18% more likely to be used by moms compared to videos.

Only 2% use apps & widgets in SM.

85% more likely to be interested in TV related content within SM. 34% more likely to be interested in economics and finance compare to arts and culture interests

Politics as an interest ranks higher in SM compared to living and fashion &beauty. Only 4% find sports of interest while in SM.








SOCIAL MEDIA & MARKETING

SM users are 83 % more likely to be very brand loyal than people who don’t use SM.*

% 93 of SM users believe a company should have a presence in SM.***

Micro-blogging sites such as Twitter, blogs, and networks such as Facebook and LinkedIn have all seen consumers increase the amount of time spent communicating with friends, family and co-workers.

*Converseon 2009, *** Cone Inc September 2008


SOCIAL NETWORKS REALITY

Consumers spend 17% of their online time with SN in August. That is an 11% increase over 2008.*

2/3 of global internet users visit SN**

Visiting SN is the 4th most popular online activity.**

*-** Nielsen 2009, *** Cone Inc September 2008



Facebook and MySpace are getting the bulk of the ad buys in the social space.

Facebook received most of the automotive, B-to-B and consumer goods ad spend

MySpace cornered the bulk of the entertainment, financial services and hardware/electronics advertising dollars.

Lotame Social Networks Ad





social consumers are less apt to click on banner ads than consumers outside of the social media space.*

video creatives had higher click-through rates than non-video units, with in-page units performing better on average from a CTR standpoint than expandable ads.

wide skyscrapers (160x600) had the highest click-through rate performance, followed by medium rectangles (300x250), and leaderboards (728x90), which had roughly the same click-through rate performance,“

Lotame Social Networks Ad







expanding ads had higher interaction rates on SM than non-expandable formats, and in-page video ads had a much higher interaction rate than in-page ads without video.

Contrary to the DoubleClick benchmark trends, leaderboards (728x90) had by far the highest interaction rate among the three banner sizes examined, with medium rectangles (300x25) and wide skyscrapers showing similar overall interaction rates. (Figure 5)







Media and Entertainment campaigns had the highest interaction rates in SM, followed by automotive campaigns. (entertainment and automotive campaigns were among the lowest in terms of overall click-through rates)

SM users had higher overall video comple rates than the DoubleClick benchmarks for expandable and in-page formats(Figure 7).

wide skyscrapers (160x600) and leaderboards (728x90) tended to have the highest video completion rates of ad sizes, followed by medium rectangles (300x250


ADVERTISING ON SOCIAL NETWORKS – ADVICES FROM LOTAME

campaigns in the SM space should aim to achieve an interaction rate or video complete goal.

For higher click-through rates, consider using in-page (non-expanding) video ads.

For higher video completion rate, consider in-page video formats over expandable formats .

•For higher interaction rate, focus on Expandable formats, both video and non-video), and avoid in-page ads that don’t offer video. Avoid formats that require clicks as the primary form of interaction.


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Date post:	17-Jan-2015
Category:	Business
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Social Media & Marketing Part I

Business